content marketing trends 2014
TRANSCRIPT
Digital Marketing Priorities 2014 Brought to you by:
Stephen Bateman, The Content Marketing Strategy Expert, Concentric Dots
A briefing showing examples of innovative approaches in content marketing to consider for 2014
#PlanToSucceed
Content marketing trends 2014
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In 35 mins / 40 slides
➡ Techniques for more potent Content Marketing in 2014
➡ Big focus on content creation and evaluation ROI
➡ Questions at the end
➡ Please interact using the BrightTALK buttons
➡ Please tweet #PlanToSucceed
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About you
➡ You think about content a lot➡ You experiment with content ➡ You’re in a marketing / customer facing / PR role➡ You’re curious - you’re eager to learn / improve➡ Your time is valuable➡ You want actionable takeaways you can use in
2014
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Poll #1- About you Who are you? Please choose one ...
1. Board director 2. Head of department 3. Manager / executive4. Agency consultant 5. Other
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About me
iGlimpse
CONSULTING MEDIA• I get RSS feeds from experts • Drink from a hosepipe of content
influencers on Twitter• Make folders of the best stuff • I write, talk, train, breath, sleep
and implement content marketing • I see a therapist for my addiction
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Co-author
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Trend #1- It’s Powerful
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It’s Global
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It’s tough
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Poll #2 Your biggest Challenge What is your biggest content marketing
challenge? Please choose one...
1. Content strategy2. Content frequency3. Content distribution4. Content measurement & evaluation 5. Poor methodology
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It’s tough at the bottom
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http://marketeer.kapost.com/2013/11/content-marketing-stats/
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What about buyers?
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They’ve evolved...
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..their ability to discern, assimilate, use or reject content
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Faster than marketers...
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➡ 20% of a Corporate Web pages drive 90% of Web traffic on average,
➡ 0.5% of Corporate Web site's content drives 50% of Web traffic on average
➡ For every 10 articles created for a Web site, only one or two drive meaningful traffic.
http://www.prweb.com/releases/InboundWriter/Content_Marketing_World/prweb11080527.htm
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McKinsey “disconnect”
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Top 5 values have un-measurably low presence
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Questions•Plan?•Strategy?•Objectives?•Control through analytics?
Imperative : A planned, strategic approach
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Poll #3 Techniques Which of these techniques do you rate most?
Please choose one...
1. Customer personas2. Buyer journey mapping 3. Editorial calendar4. Keyword research 5. Binge writing
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Deeper level of insights from personas
http://www.smartinsights.com/guides/customer-persona-toolkit/
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Better mapping (buying cycle)
➡ Use persona profiling➡ Research what they
search ➡ Use customer language➡ Answer their questions➡ Focus on beginning /
middle
Start Here
60% complete before prospect talks to vendor
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Better alignment
Methodology ensures you have the right content (empathy) in the right channels at the right time to attract strangers (bystanders) , convert visitors into leads, close deals, and create customers that become your advocates.
Our future customer wants evidence we understand their problem
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content & customer alignment..
...at each stage of journey
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Structured evaluation of content
Criteria?•Rev/visit•Demand+ lead gen•Amplify•Brand fit•SEO•Longevity•Authority and Thought Leadership•Individual painpoints?•Repurposeability•Risk/reward
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Quit the crap...
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" There was a time for more, but that time has passed"
➡Use your research ➡Define quality objective➡Define what you want your content consumers to do ➡Create content that forces that action ➡Use an editorial calendar and schedule ➡Force deadlines on self / team
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Plan, plan and plan...
http://www.smartinsights.com/guides/editorial-calendar-spreadsheet/
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Social NetworksDirect social messages
Email Blog
Search
PDFSlideshare
Long form interviewsSingle images
ContributeDownloadSubscribe
ShareAttend Conference
Example: Discover – Consume - Act
All Content & Promotions Consider:
“Findability”“Engagement” “Shareability”
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1.Created Demand2.Dominated SERPs• Event Awareness• Registrations, Sessions
43k ebook views - 6 days1k+ PDF downloads5k views interviews
500+ social shares100+ inbound links
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You're a secret agent on a mission and you're having a rendezvous with your
agency contact after pulling a dangerous undercover operation.
You now have a coveted secret. A content marketing secret.
What secret for achieving success with content marketing will you share? The
content marketing world depends on it!
One Clever Question
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Change the focus away from quantity vs quality debate
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➡Step down content creation and step up distribution for better results
" Marketers ask me how to make more or better content, and it’s (..) the wrong question. The right question is: how do I get my content in front of the right people"
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Scale influencer and partner outreach
Who are youLooking for?
How can youfind influencers?
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Expansion in paid media options
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Native ads
Leverage huge ecosystem of automated tools to help distribute your content to micro-segments
Whi
ch p
aid,
ow
ned,
ear
ned
med
ia s
houl
d w
e ta
rget
?
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LinkedIn example
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Native
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Huge ecosystem of automated distribution tools to help drive your content to micro-niches
Sponsored content
Native Ads
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Gets round online advertising challenge
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Publishing partnerships (sponsorship)
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Publishing partnerships (sponsorship)
Benefits
➡Needs to add value to reader
➡Forces brands to put needs of consumers first
➡Publishers get new revenue stream to underwrite their editorial
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Poll #4 Evaluation How do you rate content marketing performance?
Please choose one...
1. I’m not convinced it provides a positive return on Investment
2. There are opportunities in some channels, but ROI is limited
3. I’m convinced it can deliver it can deliver good ROI4. I need to understand how to evaluate content ROI
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The need for better evaluation
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q Do we have the right performance criteria?Smarter Evaluation
V Q V C
Volume:Desktop/Tablet/Smartphone
Unique visitors Visits Page views
Quality:Desktop/Tablet/Smartphone
40% bounce rate 5% conversion rate
ValueDesktop/Tablet/Smartphone
Number of sales or leads Average order value or selling price Goal value per visit > Page value Revenue per visit (E-commerce) > Page value
CostDesktop/Tablet/Smartphone
Cost per thousand (CPM) Cost per click (CPC) Cost per acquisition (CPA) Cost per sale (CPS)
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Coming soon…
Content Marketing ROI Strategy Guide
Guide to costing, calculating, evaluating and reporting your return on content marketing investment
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My tips for 2014 ➡ Get out of the building. Spend more time understanding the audience:
where they get info, what their questions are. Map the buyer journey. Map content.
➡ Stop playing “content catchup” - think about the value you want to create, plan and choose the best medium for it.
➡ Do informal lunchtime think session with subject matter experts who find it difficult to allocate time to content in their daily schedule.
➡ Plan your diary for intensive writing / promotion binges. Take half your time and budget and allocate to promoting your content.
➡ Schedule big ticket items to events (conferences, webcasts, interviews). High stake make you focus and force you to keep to schedule.
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Action to deliver more potent ROI
➡ Avoid being distracted by the wrong kinds of metrics, and reporting page views and social followers to the boss.
➡ Imagine a pyramid: narrow at the top, wide at the bottom. Strip back reports for people at the top to the bare essentials - use an “action dashboard”* and focus away from metrics (data) toward action to move the dial.
➡ Treat content as action. Content without action equates to free publishing! Decide what you want your content to do. Measure and evaluate each piece of content against your content goals and metrics. Evaluate your wins and losses. Replay content that demonstrably adds value to the business.
*Anish Kaushik
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My favourite presentation of 2013
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http://contentmasterclass.co.uk
My 2014 Content Masterclass Book Now!
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Smart Insights Strategy Guide
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Thank you for your poll participation Your questions please
• Please rate this webcast• Best wishes for a prosperous 2014!
Stephen Bateman
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