Content Marketing Rules for Success
Eder Holguin – CEO Ideal Media
Ad Tech London 2013
What is Content Marketing
Leveraging or creating
content relevant to your
targeted demographic that
will drive a profitable
interaction. It’s a strategy that
fosters a subtle and nuanced
way to communicate, build
trust and entertain
consumers. Content
Marketing
Engagement
Metrics
Optimisation
Awareness
“It’s Nothing New”
Content Marketing is about
telling a story to gain
exposure; people and brands
have been telling stories for
centuries for this purpose.
TV
Infomercials
Newspaper
Advertorials
Growth
In 2012, digital media ad spend passed over 100 billion. In 2013 it is
up about 15%, to 118 billion
2013 Figures
Spending by Location
Digital Ad spending increase
2013:
47.4% Middle East &
Africa
23.0% Latin America
19% Asia-Pacific
17% Eastern Europe
13.8% North America
11% Western Europe
With overall digital media ad spending increasing we see shift
with marketing budgets in tandem. Larger amounts are being
spent by companies on content marketing.
Budget Expansion
Slideshare.com
78% of consumers believe that companies offering custom content are
looking to build good relationships
Via Custom Content Council
Consumer Feedback
contentplus.co.uk
90% of consumers find custom content useful
Via TMG Custom Media
Content Diversity in Online Marketing
Past:
70% used articles as their top marketing tactic
58% leveraged press released to market their brand
91% said that website content was their favorite method
Present:
64% use blogs to promote brands/business
33% use Infographics
87% use Video
44% use Photo Slides
Future:
59% of marketers will use branded mobile apps
86% of marketers believe that important to business growth
Social Media Examiner & Content
Crossroads
Brands leveraging Content Marketing
Awareness
Be aware of your audience.
Be aware of how your
audience interacts with the
digital space.
Be aware of the wants and
needs of your audience.
Understand how to amplify
your message.
Optimisation
Test different messages.
Adjust and tweak the
presentation of your product
or service.
Frequent updates which
creates a real-time
optimisation.
Stay true to your message.
Engagement
Success lies in the connection between companies & brands with their target market.
Communicate your message through the use of specific language, choices, and interests that reflect a target community.
Interact and participate in the community you wish to target.
Find problem, frustration, or concern within that community and address it accordingly.
Learn from your successes and innovate.
Nike interacts with first fan who #nike
Metrics
How do you make sure your
content strategy is effective and
producing a proper ROI?
Amount of visitors and
sources of traffic.
Size (followers, fans, or
members).
Commentary and perception
about your brand/product.
Additional Measurements
Leads
Duration
Viral Activity
Interactions
Traffic Measurement
Summary
Content Marketing is about engagement.
One the fastest growing trends in online marketing.
Content is not only being leveraged for search anymore.
Communicate effectively with your audience and get
actively involved.
Track the right metrics to determine ROI.