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Effective Content Marketing
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Sandra
McDowell
MD Amaze Communications
Hello…
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We are a leading full service digital marketing, technology and commerce consultancy
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Effective Content Marketing
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The Saucy Fish Co. is a successful brand
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In its five years it’s told its story, celebrated
success, defended itself from imitators and
continues to evangelise about fish…
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It would be easy to show you every channel we’ve used to
become a £35m brand,
but that’s marketing…
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Marketing is impossible without quality content.
Just look at social media, SEO, PR, PPC and
inbound marketing…
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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
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Content marketing is brands telling stories to
attract and retain customers
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Content marketing is about being relevant and valuable
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Content marketing makes a person
stop…read…think…and behave differently
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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
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Using content to
define a category
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Font
size
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Our Vision: To get more people, eating more fish, more often
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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
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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
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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
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Applying the
Theory…
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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
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Media Relations told the product story
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A Social Start…
Blog - define personality
Facebook - build relationships
Twitter - build affinity
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We introduced the faces
behind the brand who were
able to demonstrate fuss
free message – live
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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
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Unique style to
branded video to
inspire and support
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Data Intelligence – using channel performance to inform content
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How often were they buying it?
Drive more
frequent buying
behaviour
Create deeper
engagement
with the brand
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Occasion-led
Inspiration
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New content – driving frequency and occasion
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Recipe development with influencers
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Redefined the
Tone of Voice
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AMAZING TOGETHER TRAILBLAZING COLOUR & WOW GENEROUS
Our Values: informed content themes
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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.
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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.
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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.
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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.
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BLAZING A TRAIL
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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
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Topical events & news
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Tastes and travel
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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
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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
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Web user journey showed ways to discover more…
More inspiration…. More places to purchase… More reminders…
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Monthly newsletter.
Helped to establish a
repeatable connection
via editorial content,
brand news and
competitions
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Brand Mascots Entertaining Content
Regular Content Mealtime Inspiration
Sales Driven Content
Brand Content
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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
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Thank You