Date post: | 26-Aug-2014 |
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presentation to Yes!Delft Marketing Cluster.
online content marketing.
1. what is content marketing?
2. developing a strategy
3. measuring results
4. getting started
2
me dennis saaltink
CheckZis (18 months)foundergeneral management business development
Reed Business (4 yrs)online innovationChief Strategy Officer
Sanoma Media (7 yrs)online publishingproduct development
online media
advertising
concepting
3
today
focus on B2B
focus on online
4
1. what is content marketing?
2. developing a strategy
3. measuring results
4. getting started
5
6
content marketing
advertorial
7
content marketing
magazinecontent marketing
8
content marketing
exhibitioncontent marketing
9
content marketing
app
10
content marketing
app
content marketing
tool
11
12
content marketing
website
13
content marketing
nothing new
“…not to sell John Deere equipment directly but, instead, to educate farmers on new technology and how they use
it to become more successful business owners and farmers.”
launched 1895
source: John Pulizzi, Content Marketing Institute, 2013
what’s the big deal about
content marketing?
14
15
Impact of online content on vendor preferences and selections according to B2B decision makers worldwide, April 2013
None
Small
Moderate
Major
1%
12%
60%
27% 87% 58%
38%
37%
35%
helps identify new solutions and approaches to solving problems and needs
introduces fresh thought leadership on business issues and challenges
validates value of products and solutions in addressing our needs
32%
provides valuable advice on best solutions and vendors
highlights solution providers who understand our issues and challenges
Roles of content in purchasing decisions according to B2B decision makers worldwide, 2013 (% of respondents)
Source: CMO Council and Netline, June 2013
27%
provides competitive data on solutions providers
content plays key role in purchasing decisions
the rise of content marketing
86% of B2C marketers are using content marketing
93% of B2B marketers are using it
source: Econsultancy / Adobe, 2012 ; BtoB Magazine, Sep 2012 / Curata, Nov 2012 / Content Marketing Institute, 2012, 2013 16
64% of marketers consider content marketing to be more important than advertising
0 10 20 30 40 50 600
10
20
30
40
50
60
Email Marketing
18
26
Content Marketing
Direct mail / print ads
21
49
18
25
2
difficult
effective
Source: Ascend2 and Research underwriters, "Lead Generation Strategy Outlook Report", April 2013 ; Team Analysis
Effectiveness and Difficulty of Lead Generation Tactics according to B2B professionals (in %)
17
content marketing among best ways to generate leads
0% 1-4% 5-9% 10-24% 25-49% 50-74% 75-99% 100% unsure
2%
11% 12%
21%
15%
11%
5%
2%
20%
source: 2014 B2B Content Marketing Trends, Content Marketing Institute / MarketingProfs
budget
percent of total marketing budget spent on B2B Content Marketing in North America
on average, 30% of marketing
budget is spent on Content Marketing
18
investment
time to effect
scalability ROI
traditional advertising medium medium low low
performance-based* low short medium medium
exhibitions medium short low low
content marketing medium long high high
* i.e. Google Adsense
content marketing’s Achilles heel
19
why is content marketing hot (but here to stay)?
20
accelerators of content marketing
digitization of marketing channels
economic crisis: need for better ROI
“sustainable marketing”
“the translation of an organization’s knowledge
and expertise into distributable content to drive
valuable prospect and customer action.”
=content marketing
21
definition
(one of many)
in other words
converting knowledge
into business
22
knowledge
trust
preference
knowledge and skills are
acquired through experience
trust is based on perceived expertise
when people trust you, they will prefer your business to the
next
building trust
23
content marketing is answering real questions
question answer business lead
customer question or problem drives online
user behavior
content created by marketer provides the
solution the stepping stone to conversion is created
how can I store my documents safely without losing accessibility?
“here’s a white paper on cloud storage solutions. It will show you the pros and cons and steps towards implementation.”
“would you like a free trial on our cloud storage platform?”
24
consumer outcomes
After reading, viewing, hearing your content, people will:
make better decisions
run less riskvalue
business outcomes
After reading, viewing, hearing your content, people will:
prefer your business
be marketable
value
content is the missing link between search and social
searchsearchers have a mission
they won’t stop until their problem is solved
[ focus on functional content ]
socialsocial networkers stumble
across interesting stuff
a latent need may surface
[ focus on interesting content ]
demand generation demand fulfillment
27
1. what is content marketing?
2. developing a strategy
3. measuring results
4. getting started
28
strategy
where to playand
how to win
29
strategy
goals
segmentation
creation
distribution
conversion
“the translation of an organization’s knowledge and expertise into distributable content to drive valuable customer action.”
30
goals
1. drive sales2. make customers happier3. save cost
revenueretentioncost
goal measure
[ these are strategic marketing goals! ]
for you as business
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goalsfor you as a marketeer
lead generation
customeracquisition
customer service
customerretention
brand awareness
customerupsell
32
goalsfor your (prospective) customer
>how does this work?
>what’s in it for me?>what are the alternative solutions?
>what will I buy?>where can I buy it?
educate
explore
decide
evaluate
> did I make the right decision?> is it worth staying with this supplier?
33
goalsmatching yours with theirs
lead generation
customeracquisition
customer service
customerretention
brand awareness
customerupsell
marketer
user
34
educate
explore
decide evaluate
goalsthe visionary stuff
35
thought leadershipin your industry or niche
“A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.”
- Wikipedia
goalsthought leadership
lead generation
customeracquisition
customer service
customerretention
brand awareness
customerupsell
marketer
user
36
educate
explore
decide evaluatethought leadership
segmentation find audiences that are:
1. relevant duh..
2. attractivesize and €
3. targetableyou know where to reach them
4. serviceable you know their info needs and you have the info
37
creation topic
where to find inspiration:
what are the 20 most asked questions to sales and customer support?
what are people intensively discussing on relevant forums / social media?
what keywords are relevant, much searched and with modest competition?
Google keyword planner
38
creation format
source: 2014 B2B Content Marketing Trends, Content Marketing Institute / MarketingProfs
use of Content Marketing tactics and formats by B2B Marketers in North America
39
did you notice the content
marketing?40
creation format
formatyour websitearticlevideoinfographic(buying) guideproduct spec sheetnewsletterdemoinstructionalchecklistdecision treecalculatorslideshowreportwhitepaperwebinarcase study
lead generatio
n
customeracquisitio
ncustomer service
customerretention
brand awarenes
s
customerupsell
b2b specifi
c
b2c&
b2b
creation format
41
distribution
where is your audience?[ blog / social network /
website ]
42
43
2003keywords
links
2013200+ factors
determine PageRank
bad news: manipulation doesn’t work anymore
good news: focus on your customer, not Google
distributionGoogle is not stupid (anymore)
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SEO – just do your homeworkdistribution
content marketing
45
distribution
shareable content
46
distribution
some caution
share content share link to content
when format fits the distribution platform
better
slideshow on Slideshare
video on Youtube
otherwise
Tweet about your latest blogpost
Google does not like duplicate content (= nearly exact copies),
so:
conversion
47
landing pages
1 goal
1 message: solution to a problem
1 call to action
super analytics
48
conversionlanding page example
lead generation
customeracquisition
customer service
customerretention
brand awareness
customerupsell
# ofleads
# ofcustomers
retention rate (%)
# of pageviews
# of social shares
lead quality retention rate (%)
customer value (€)
customer value (€)
engagement
cost49
conversionmetrics in the funnel
50
conversion example
conversion example
51
email registerdownload and next call to actionby email
follow up email (next day)
52
conversion example
checklist
53
planning
“plans are nothing, planning is everything!”
[ Dwight D. Eisenhower ]
54
planning
what will we create? topicfor whom? segment
who will create it? editorin what form? format
where will we place it? distributionhow will we measure? metrics
content plan
55
1. what is content marketing?
2. developing a strategy
3. measuring results
4. getting started
56
selecting metrics
set simple goals
unambiguous measurement
(SMART)
use metrics with direct
effect
the metrics you can influence with
actions
make it a habit!
check your metrics daily
57
lead generation
customeracquisition
customer service
customerretention
brand awareness
customerupsell
# ofleads
# ofcustomers
retention rate (%)
# of pageviews
# of social shares
lead quality retention rate (%)
customer value (€)
customer value (€)
engagement
cost58
conversionmetrics in the funnel
metric result possible actionscost of content production
too high find other suppliers do it yourself re-use / re-format existing content
views on content too low change title / opening image try other distribution platforms assess relevance
click-through-rate (CTR)
too low change your content (make it shorter, more practical, better looking)
improve call-to-action
conversion based on paths from content
too low improve usability of conversion path
improve deal attractiveness
measure – learn - adjust
example
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1. what is content marketing?
2. developing a strategy
3. measuring results
4. getting started
60
inspiration
what are the 20 most frequently asked questions
about your product or service?
like: how do i use this product? how do i solve this problem? how do i minimize risk? how do i maximize opportunity? where do i need to think about when buying a product like this? what do other people think about this product?
61
quick start
62
select 1 topic
the most asked question by your
customers
select 1 target
segmenta core customer
group
select 1 goal
marketing: brand awareness –
lead generation – etc
user: educate – explore – decide - evaluate
select 1 format
list – article – whitepaper –
infographic - etc
create the content
do it yourself or hire somebody
create a landing pageusing whatever tool
is available (wordpress?)
distribute the content
(link)to where your target
segment is
measure – learn – adjust
to provide input for the next cycle
connecting the dots
articleblog post
white papere-book
infographicvideo
slideshowchecklist
decision treeQ&A
webinarreport
topic Atopic Btopic Ctopic Dtopic E
company website
social networkcontent sharing
external blog“the media”
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blog posttopic A
company website
social network
white paper
slideshowchecklist
topic C
content sharingexternal blog
topic format channel
be neutralPeople will distrust any organization which only promotes itself
pay attention to styleBeautiful content displays quality
create evergreenContent that will retain its value over time – focus on knowledge, avoid news
re-useRe-using and re-formatting your content is being smart
finally, some tips
64
and remember
content marketing is
strategic marketing
it’s a full blown marketing
activity
it’s not a campaign
[ don’t hold your breath ]
content first
[ not last ]
65
great resources
http://contentmarketinginstitute.com/
http://www.quicksprout.com/blog/
66
“To me, a brand is trust”Steve Jobs
67
6 questions content marketers need to address
1. what are the 20 most asked questions by your customers?
2. to answer these questions, what content is available and what is lacking?
3. on what content and social platforms are your (prospective) customers present?
4. can you re-format the content to match the selected channels?
5. what information do you need from a prospect to make him marketable?
6. will your sales department properly deal with the leads you deliver?
1234
5
6
?69
original
content
curated content
videos
articlesreports
presentationsbooks
press releases
CheckZisSlideshare
YouTubeVimeo
Scribd Pinterest
content curation use external online content to
strengthen your content base act as an expert filter for your
audience
original content the core of your content marketing
strategy – adds most value to users distribute freely to online content
sharing platforms
getting more content
70
difficult
effective
Most Effective versus most Difficult Social Tactics used by B2B Marketing Professionals Worldwide, Feb 2013
Source: Ascend2 and Research underwriters, "Marketing Strategy Report: Social Media", March 2013; Team Analysis 71
socialdelivering the right content
inspiration