Effective Content Marketing

Sandra

McDowell

MD Amaze Communications

Hello…

We are a leading full service digital marketing, technology and commerce consultancy

Effective Content Marketing

The Saucy Fish Co. is a successful brand

In its five years it’s told its story, celebrated

success, defended itself from imitators and

continues to evangelise about fish…

It would be easy to show you every channel we’ve used to

become a £35m brand,

but that’s marketing…

Marketing is impossible without quality content.

Just look at social media, SEO, PR, PPC and

inbound marketing…

Content marketing is a strategic marketing approach

focused on creating and distributing valuable, relevant and

consistent content to attract and retain a clearly defined

audience to drive profitable action”

According to the Content Marketing Institute

Content marketing is brands telling stories to

attract and retain customers

Content marketing is about being relevant and valuable

Content marketing makes a person

stop…read…think…and behave differently

This presentation will show you how we’ve used

content to grow a brand,

attract and retain relevant and valuable

behave differently

to talk about the things Saucy

and ultimately, to buy more fish.

consumers care about, to get them to trust our

brand

Using content to

define a category

Font

size

Our Vision: To get more people, eating more fish, more often

Customer

Life Cycle

Passively

Interested

Actively

Looking

Directly

Engaged Previously

Active

We mapped the

pathway of a typical

customer journey

Signals helped us to

understand customer

intent and preference

Customer

Life Cycle

Passively

Interested

Actively

Looking

Directly

Engaged Previously

Active

Attract Direct

Extend Serve

We overlaid the role

of brand content at

each stage

Customer

Life Cycle

Passively

Interested

Actively

Looking

Directly

Engaged Previously

Active

Attract Direct

Extend Serve

Signals

By joining the dots, we

tailored content to make

each touchpoint more

effective

Applying the

Theory…

Customer

Life Cycle

Passively

Interested

Actively

Looking

Directly

Engaged Previously

Active

Attract Direct

Extend Serve

Creating awareness:

- Actively making contact

with communities to trigger

them into market

- Content is authentic:

informing, entertaining,

inspiring and driving action

Presence

Media Relations told the product story

A Social Start…

Blog - define personality

Facebook - build relationships

Twitter - build affinity

We introduced the faces

behind the brand who were

able to demonstrate fuss

free message – live

Customer

Life Cycle

Passively

Interested

Actively

Looking

Directly

Engaged Previously

Active

Attract Direct

Extend Serve

Responding to signals of

interest:

- Social media listening

allowed us to identify the

volume and range of

conversations

- Brand mentions and

interactions provided lead

generation opportunities

- Campaigns assisted with

conversion

Engagement

Unique style to

branded video to

inspire and support

Data Intelligence – using channel performance to inform content

How often were they buying it?

Drive more

frequent buying

behaviour

Create deeper

engagement

with the brand

Occasion-led

Inspiration

New content – driving frequency and occasion

Recipe development with influencers

Redefined the

Tone of Voice

AMAZING TOGETHER TRAILBLAZING COLOUR & WOW GENEROUS

Our Values: informed content themes

AMAZING TOGETHER At its core, we’re about two things coming together;

fish and sauce. It’s about maximum impact with

minimum fuss, creating dishes that get mouths

watering and people talking.

COLOUR AND WOW Colourful to the eye, colorful in character; we are

saucy. Free spirited, playful, imaginative, creative

and adventurous, we put a flash of colour in the

sea of blandness.

GENEROUS There’s a real generosity of spirit at The Saucy Fish Co.

We’re always happy to share tips and know-how or even the

odd incentive to inspire others to love fish the way we do.

BLAZING A TRAIL

We began life breaking new ground in the

market and we continue to challenge

ourselves to look for original ways to set new

standards for others to follow.

After only 3 years, we were awarded official

CoolBrand status which built affinity and

trust in the brand.

BLAZING A TRAIL

The Dock is now the brand hub,

the destination we drive people to

The editorial magazine allows

consumers to spend more time

with us

Content is more than recipes

Every feature, blog post and video

has a deliberate connection

Topical events & news

Tastes and travel

As well as creating content, we worked hard at

distributing content

Organic blogger

outreach

Paid seeded

content to bloggers

Seeded YouTube

videos on third

party sites to drive

views and

subscribes to

Saucy YouTube

channel

Native video placed on

third party influencer

and news sites to drive

awareness and

engagement

Customer

Life Cycle

Passively

Interested

Actively

Looking

Directly

Engaged Previously

Active

Attract Direct

Extend Serve

Establish a repeatable

connection that can be

retriggered:

- Content is used to create

value or reinforce the

customer’s decisions after use

- The goal is to turn customers

into brand loyalists who share

brand stories

Loyalty

Web user journey showed ways to discover more…

More inspiration…. More places to purchase… More reminders…

Monthly newsletter.

Helped to establish a

repeatable connection

via editorial content,

brand news and

competitions

Brand Mascots Entertaining Content

Regular Content Mealtime Inspiration

Sales Driven Content

Brand Content

My top Five Content Takeaways:

1. Show you care: ensure the person responsible for your

content writes about issues consumers care about

2. Don’t just sell – cast a spell: challenge yourself to avoid the

obvious sales pitch

3. Think about speeds: mix ‘always on’ with campaigns

4. Video 1,2,3: think about the story 1st, format 2nd and

channel 3rd

5. Distribute or die: use paid and organic means to share your

content

Thank You