Content Marketing: The Engagement Gigantic Power
TOC
What is Content? What is Content Marketing? What is NOT Content Marketing? Why Content Marketing? Some Figures & Stats Content Marketing Challenges Content Marketing Process How to Plan for your Content Marketing What is Engagement? Content Marketing KPIs Final Words
• Emails & Newsletters
• Website
• Social Media
• Content Syndication –RSS
• Online Events
• Digital Press
• Podcasts
• Search Engine Marketing
and where to publish?What are online “Content "distribution channels
Som
e c
hannels
…
What is Content Marketing?
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
By Definition
What is NOT Content Marketing?Remember…”NOT” !
SellingAdvertisingInterrupting marketing Media buying
Content marketing is a rather than a strategy.
PullPush
So…
“Consumers have shut off the old-style world of marketing.
They now record own a DVR to record their favorite shows and skip television advertising”
Instead, your customer WANTS your marketing; your sales message is needed and even
requested!
X Are you sure ?
Yeah…
EngagementBy definition is…
A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. WIKI
Humanize
Be Flexible
Keep It
Simple
Listen to & study
your customers on all
channels
Optimized web site for mobile phones
Do not waste their time
Be Keen to get
feedback
Branded Web
site
EngagementSo, what can I do to engage my
customers?
Why Content MarketingBecause Content Marketing will...
Build TRUST
Generate Targeted Traffic
Increase Audience & Reach
Engage Audience
Increase on-the-spot Conversion
Build Connections & Relations
Provide Thought Leadership
Increase WOMHelp Prospects understand You
+
hmmm…What about tactics?!
of B2B marketers rate newsletters as the most effective content marketing tactic
58%68%
of B2B marketers rate white papers as the most effective content marketing tactic
of B2B marketers rate in-person events as the most effective content marketing tactic 57%
CMI
Bra
nd
Aw
are
ness
Cu
sto
mer
Acq
uis
itio
n
Lead
Gen
era
tion
Cu
sto
mer
Rete
nti
on
&
Loyalt
y
Th
ou
gh
t Lead
ers
hip
En
gag
em
en
t
Web
sit
e T
raffi
c
Lead
Nu
rtu
rin
g
Sale
s
79% 74% 71% 64% 64% 63% 60%45% 43%
Great! Now…What about organizational goals?
CMI
Lin
ked
In
Tw
itte
r
Faceb
ook
You
Tu
be
G+
Pin
tere
st
Slid
esh
are
Flicker
Insta
gra
m
83% 80% 80%
61%
39%
26% 23%
10% 7%
87%of B2B marketers use Social Media to distribute content.
hmmm…and distribution?
CMI
Speaking about Social MediaDid Marketers use change in 2012?
Increased dramatically from 2011 to 2012
You Tube : 47 %
LinkedIn : 39 %
Twitter : 35 %Facebook : 30 %
What about giving you some STATS…
70% 80%of business decision makers prefer to get company information in a series of articles versus an advertisement.
of business decision makers say content marketing makes them feel closer to the sponsoring company
Rope
r Pub
lic A
ffairs
Sur
vey
and some other …STATS…
of companies today outsource their content marketing
62%Mashable
61%
78%believe that organizations providing custom content are interested in building good relationships with them.
of consumers feel better about & are more likely to buy from a company that delivers custom content.
Custom Content Council
TMG Custom Media
and…some more…
25%Marketers now spend a quarter of their marketing budget on content marketing. B
2B
Mark
eti
ng Insi
der
Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent onlineC
onte
nt
Mark
eti
ng Inst
itute
What about…Cost?
G+
The average cost to generate a lead through:
$143
$373
INBOUND Marketing…………
OUTBOUND Marketing…………………………………………………………….
Content Marketing ChallengesHere are some…
Who is my buyer
I do not have enough content
& content creatorThere is a lot of channels, which should I use
Questions you may ask & Problems you may face:
key
Research
Your Buyer
Outsource
Content Marketing ProcessYou can call it “phases”, I don’t mind!
1. Research& Plan
2. Create
3. Optimize4. Promote& Distribute
5. Measure
So, How to Plan for your Content Marketing Yeah! call this “Content Marketing Strategy”, I don’t mind either!
Set your Goals
Know where they hang out online - favorite platform - Facebook, Twitter, YouTube….
Decide on content tactics: articles, videos, micro-site, podcast…
Know your target audience, Preferences, triggers and behavior.
Ste
p 1
Ste
p 2
Ste
p 3
Ste
p 4
Create Exciting Content
Engage consumers in order to have them interact with the content
Decide how you will measure the effectiveness - KPIs
Distribute each piece of content to its relevant platform
Ste
p 5
Ste
p 6
Ste
p 7
Ste
p 8
+
Relation & Trust • Page Rank
• Inbound Links• # Fans• # Followers• # Comments• # Shares• # Mentions• Page Views
Customer Insights • Email open Rate
• Downloads• Feedback Forms• Inquiries• Comments• Effective Channels
Finally…You gotta learn about your…KPIs
Leads & Sales
• # Inquiries about Product / Service• # Product Catalogue downloads• # Qualified Leads from specific content• Closed deals from your online channels
and where the money comes from…
Your Prospects!
Hmmm…compare KPIs to what
then?Relation & Trust
What to benchmark to?
Online Paid Advertising Competitors’ handy figures Last year’s figures
It’s time for a pieces of wisdom…Okay…I’ll give you 3!
“Be yourself. Everyone else is already taken.” – Oscar Wilde
“Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler
Content marketing is a commitment, not a campaign.” – Jon Buscall
The most important!