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Content marketing 2013

Content Marketing Association

IAB4th December 2012

Dr Dave Chaffey

SmartInsights.com

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Books Online advice and consultingwww.smartinsights.com

About Dave Chaffey

About Dave Chaffey• Author of 5 bestselling marketing books first

published in 2000, now in their 4th and 5th editions • Manages SmartInsights.com a marketing advice

site with paid members in over 50 countries• Online marketing consultant and trainer since

1997

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Content marketing 2013

1. A more strategic approach 2. Evaluation 3. Content marketing for mobile platforms

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Effectiveness:

“Doing the right thing”

• Plan and Strategy• Reach - targeting• Act – activation and

proposition• Conversion – Sales• Engage – Long-term

Integrated : Multichannel

Efficiency:

“Doing the thing right”

• Mobile optimised site vs App• Responsive design• SEO• QR codes. NFC. • Analytics and conversion rate

optimisation (CRO)

Avoid “Silos”

A strategic approach to content marketing?

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Coca Cola Content 2020 Link

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Content marketing strategy > Effectiveness and Efficiency

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Investing in outreach

http://www.mumsnet.com/microsites/barclays

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The Perfect infographic? 1. Purpose 2. Key messages 3. Communications 4. Design 5. Data 6. Earn the click 7. Built in sharing 8. Innovate 9. Promotion 10. Branding

Source: Perfect Marketing Infographic

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Smart Insights Explainer example

TEFL Taster example

Stelzner: Primary vs Nuclear

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Ideas for new content assets

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Evaluation – of a single content asset. E.G. Explainer?

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A previous brainstorm of measures Leads generated/contacts – last click and Google

Analytics assists Reach potential – shareability Resources – already available for repurposing Alignment with communications priorities = brand

positioning Customer-centred vs product centred Longevity Tactical – generate shares and participation Use across platforms SEO Cost

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Evaluation – via dashboard

Source: KPIs for measuring content marketing success

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Coke’s new responsive design

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Consumer

MultichannelCompany

Physicalstore

presence

Mobile optimised site (scraped)

Desktop site(Responsive design?)

Mobile appon mobile OS

Mobile publisherdisplay ads and

comparison sites

Mobile search(natural and paid)

Mobile social networks

Email on mobiledevices

Push notifications

Mobile optimisedsite (personalised)

Location and coupon-enabled

mobile site

Mobile branddiscovery

Mobile brandexperiences

Mobile paymentoptions

Offline prompts from ads: QR/action codes

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Activating mobile through Action (QR) codes

Source: Nellymoser

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Magazine NFC codes

http://www.youtube.com/watch?v=eDbDeohJfW4

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The future?

http://www.youtube.com/watch?v=yEXEonTlfT0

http://www.youtube.com/watch?v=yEXEonTlfT0

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Let’s Connect! Questions & discussion welcome

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