Data protection 2013

Friday 8 February

#dmadata

Supported by

DMA Scotland: Making content king in your marketingThursday 14 November 2013, Hotel Missoni#dmascotland

4.00pm Registration

4.30pm Welcome from the Chair

4.40pm Content marketing researchEmma-Jayne McEwan, Head of Media Channels, DMA

4.55pm Digital Evolution – The list survival guide

Brendan Miles, Digital Commercial Director, The List

5.25pm Passive Attack: 12 killer tips to make words work wonderfully well for you

Richard Norton, Senior Copywriter, Indicia

6.05pm Networking drinks & Nibbles

7.15pm End

Agenda

Welcome

Nicola Farwell, VisitScotland

Content marketing research

Emma-Jayne McEwan, DMA

Emma-Jayne McEwan

@ejmcewan

#dmascotland

1. You have 60

seconds to

complete 5

questions

2. Swap with person

next to you

3. Stay tuned to the

presentation for

answers....

Content Marketing Contest

The study in numbers

190 participants

128 B2B / 34 B2C

1stfor UK

71% SME’s

45% jobs Marketing Comms, Advertising, PR

Answer 1

What % of UK marketers have adopted content

marketing?

A. 75%

B. 81%

C. 62%

D. 94%

Answer 2

How many different content marketing tactics do UK

marketers use?

A. 7

B. 13

C. 26

D. 35

Answer 3

Which are the top 3 content marketing tactics used by

UK marketers?

A. Website articles 1st

B. Blogs

C. Social media (excluding blogs) 2nd

D. Gamification

E. Webinars

F. Microsites

G. Case Studies

H. eBooks

I. eNewsletters 3rd

J. Mobile Apps

Answer 4

Which of the following is the most important content

marketing goal?

A. Lead management

B. Website traffic

C. Engagement

D. Brand awareness

Answer 5

What % of UK marketers are going to increase their

content marketing budgets?

A. 17%

B. 35%

C. 64%

D. 88%

What good looks like....

Download 2012/13 Report

@ www.dma.org.uk

COMING SOON! 2013/14 Report

NEW! DMA Content Strategy......

• Create a vibrant community

• Move from leadership to followership

• Extend value and engagement beyond councils to all members

• Move outside of DMA ‘heartland’ issues

• Appeal to a wider audience

• Build on our heritage and go beyond best practice to thought-leadership, experimentation and pioneering the future

#dmascotland dma.org.uk

Digital Evolution – The list survival guide

Brendan Miles, The List

Digital Evolution

What is content marketing?

Another definition

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

Aim for 99.9% accuracy

Printed content

List.co.uk

Mistakes

How long will my content be relevant for?

How large is the potential audience?

How large is the potential audience?

What’s the competition like?

Will people return?

Where are they?

Richer information is better

Double the traffic

Don’t break links

An illuminating example

Fireworks traffic

A Flea Market

Why a flea market got into our top 20

The Stone Roses

Stone Roses Article traffic over time

0

20

40

60

80

100

120

140

160

180

Article views

Article views

Stone Roses event traffic over time

0

500

1000

1500

2000

2500

Event views

Event views

Analytics

Mobile

Desktop users are active

70% of online searches result in action in one month.

(Mobile Marketer, 2012)

Mobile users are active... right now

70% of all mobile searches result in action within 1 hour.

(Mobile Marketer, 2012)

Mobile users

9 out of 10 mobile searches lead to action, over half leading to purchase.

(Search Engine Land, 2012)

The Future

Passive Attack: 12 killer tips to make words work wonderfully well for you

Richard Norton, Indicia

PASSIVE ATTACK

TWELVE TIPS TO MAKE WORDS WORK FOR YOU

© Indicia54

404FAILHASHTAG@PONTIFEXSURVEILLANCE

© Indicia55

TWEET IT.TWEET IT NOW.#DMASCOTLAND

© Indicia56

WORDS CAN MOVE, EXPLAIN, STARTLE, EXCITE, PERSUADE, EXPRESS IDEASAND MORE...

© Indicia70

NUMBER 1:THRIVE ONCREATIVITY.

© Indicia71

NUMBER 2:SIMPLE.CLEAR.BRIEF.HUMAN.

© Indicia72

NUMBER 3:THAT KILLERFIRST SENTENCE.

© Indicia73

I AM A DYNAMIC FIGURE OFTEN SEEN SCALING WALLS ANDCRUSHING ICE.

© Indicia75

NUMBER 4:ACTIVE VERBSALL THE WAY.

© Indicia76

WHY WAS THE ROADCROSSED BYTHE CHICKEN?

© Indicia77

SUBJECT.VERB.OBJECT.

© Indicia78

PASSIVE.THIS SLIDE WASWRITTEN BY ME.

© Indicia79

ACTIVE.I WROTE THIS SLIDE.

© Indicia80

AUXILIARY VERB + MAIN VERB(PAST TENSE).

© Indicia81

ARE LISTENED TO.IS GIVEN.WAS DECIDED.WERE BUILT.

© Indicia83

NUMBER 5:IF THEY ZIG,YOU CAN ZAG.

© Indicia84

INNOVATIVE. QUALITY. PASSIONATE. VALUE-ADDED.ENGAGED. COMMITTED. PROFESSIONAL. TAILORED.

FOCUSED. EXPERIENCED.

EMPOWERING. UNIQUE.

© Indicia86

NUMBER 6:USE SHORT SENTENCES.

© Indicia87

L.M.SHERMANNIKOLAI A. RUBAKINHARRY D. KITSONBERTHA A. LIVELYRUDOLF FLESCH

© Indicia88

PARAGRAPH.4 SENTENCES.1O WORDS AVG.40 WORDS TOTAL.

© Indicia89

NUMBER 7:PLAIN WORDSARE BEST.

© Indicia91

SESQUIPEDALIANISMOBFUSCATESPELLUCIDITY.

© Indicia95

NUMBER 9:EMBRACEGRAMMAR ANDPUNCTUATION.

© Indicia99

NUMBER 10:LOVE YOUR SOCIAL.

© Indicia103

NUMBER 11:THINKCLASSICALTHOUGHTS.

© Indicia105

NUMBER 12:STUDY YOUR WORDS CAREFULLY.

© Indicia108

BIT.LY/19G78CE

Closing comments

David Thomas, Sainsbury’s Bank