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NOBODY PAYS THE BILLS IN SOCIAL SHARES
CONTENT MARKETING WITH TANGIBLE VALUE
Stacey MacNaught Tecmark @staceycav
![Page 2: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/2.jpg)
Surprisingly few people really “get” content marketing.
@staceycav
![Page 3: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/3.jpg)
What my friends think I do…
@staceycav
![Page 4: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/4.jpg)
What my friends think I do…
@staceycav
“You get paid to mess around on Twitter all day, don’t you?”
![Page 5: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/5.jpg)
What my Mum thinks I do…
@staceycav
![Page 6: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/6.jpg)
What my Mum thinks I do…
@staceycav
“Something to do with Google or something?”
![Page 7: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/7.jpg)
What my Nan thinks I do…
@staceycav
![Page 8: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/8.jpg)
What my Nan thinks I do…
@staceycav
“Computers.”
![Page 9: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/9.jpg)
But it’s not just our parents and grandparents who are confused about it.
@staceycav
![Page 10: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/10.jpg)
So are the clients/bosses paying the wages and the bills.
@staceycav
![Page 11: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/11.jpg)
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@staceycav
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@staceycav
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![Page 15: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/15.jpg)
This doesn’t cut it…
@staceycav
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@staceycav
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In 2010, I was a part of the team involved in delivering this disaster.
@staceycav
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@staceycav
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@staceycav
“WTF is that?” I hear you ask…
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@staceycav
That is Photoshop vomiting on some boring content.
![Page 24: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/24.jpg)
@staceycav
We called it an “infographic.”
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@staceycav
Yes, there’s a dinosaur on it.
![Page 26: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/26.jpg)
@staceycav
No, I don’t know why…
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@staceycav
We spent a whole month of our client’s budget on it.
![Page 28: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/28.jpg)
@staceycav
And generated 2 links and 4 Tweets.
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@staceycav
And of course, it didn’t result in anyone submitting an enquiry.
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@staceycav
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@staceycav
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It was as embarrassing as Boris…
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Fast forward a few years
@staceycav
(and a lot of trial and error)
![Page 34: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/34.jpg)
We’re delivering links on quality and quantity.
@staceycav
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@staceycav
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Garden and home security survey
@staceycav
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British Business Dreamers Survey
@staceycav
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We can correlate links with an improvement in rankings, traffic and sales.
@staceycav
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@staceycav
![Page 40: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/40.jpg)
But we can do better.
@staceycav
![Page 41: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/41.jpg)
But we can do better
When we stop thinking of content as a channel of its own
@staceycav
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And start looking at it as a tool to improve the efficiency of other channels.
@staceycav
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@staceycav
![Page 44: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/44.jpg)
@staceycav
This generated links and engagement
![Page 45: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/45.jpg)
@staceycav
But also….
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@staceycav
Which resulted in…
![Page 47: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/47.jpg)
@staceycav
Which led to…
£££ (direct and assisted bookings)
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@staceycav
![Page 49: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/49.jpg)
@staceycav
Content to win researchers
![Page 50: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/50.jpg)
@staceycav
Won visits through organic, social and low cost PPC
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@staceycav
Retarget users based on which pages they viewed.
![Page 52: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/52.jpg)
@staceycav
Lower CPA by up to 75%.
![Page 53: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/53.jpg)
Content that generates measurable
VALUE @staceycav
![Page 54: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/54.jpg)
A SIMPLIFIED VERSION OF THE JOURNEY TO
PURCHASE @staceycav
![Page 55: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/55.jpg)
![Page 56: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/56.jpg)
And it’s here that I believe a ton of opportunity lies
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CONSIDERATION WHERE CONTENT BECOMES A MORE DIRECT REVENUE DRIVER
@staceycav
![Page 58: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/58.jpg)
@staceycav
This is all about research
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@staceycav
It’s not just about understanding who the customer is and what they want.
![Page 60: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/60.jpg)
@staceycav
We have to understand the scenarios that put your customer potentially in the market for your product
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@staceycav
Desire Need
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@staceycav
Desire Need
What makes someone want your product or service?
What has happened to make the user need your product
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@staceycav
![Page 64: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/64.jpg)
@staceycav
What is the event that triggers the process that ultimately ends in the purchase of your product/service?
1.
![Page 65: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/65.jpg)
@staceycav
“My washing machine has broken.”
![Page 66: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/66.jpg)
@staceycav
What’s the user’s objective at this stage?
2.
![Page 67: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/67.jpg)
@staceycav
“I want to fix my washing machine.”
![Page 68: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/68.jpg)
@staceycav
What online actions might they take?
3.
![Page 69: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/69.jpg)
@staceycav
![Page 70: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/70.jpg)
Plan content around the triggers that begin the consideration process
@staceycav
![Page 71: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/71.jpg)
And content to meet needs or overcome problems at each stage through to purchase.
@staceycav
![Page 72: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/72.jpg)
Survey your customers about triggers
@staceycav
![Page 73: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/73.jpg)
A trigger for a new purchase in almost all product areas is a product recall
@staceycav
![Page 74: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/74.jpg)
http://www.tradingstandards.uk/advice/advice-recall-list.cfm
@staceycav @staceycav
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@staceycav @staceycav
http://ec.europa.eu/consumers/consumers_safety/safety_products/rapex/alerts/main/?event=main.listNotifications
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Find out what related online queries people make:
@staceycav @staceycav
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Keywordtool.io
@staceycav
![Page 78: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/78.jpg)
Answerthepublic.com
@staceycav
![Page 79: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/79.jpg)
Faqfox.com
@staceycav @staceycav
![Page 80: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/80.jpg)
Your call centre team!
@staceycav
![Page 81: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/81.jpg)
Use PPC to promote content cost effectively
@staceycav
![Page 82: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/82.jpg)
Nobody’sbidding
@staceycav
![Page 83: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/83.jpg)
Nobody’sbidding
@staceycav
![Page 84: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/84.jpg)
Nobody’sbidding
![Page 85: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/85.jpg)
Don’t expect conversions here.
@staceycav
![Page 86: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/86.jpg)
And don’t expect people to just remember you when they are ready to convert.
@staceycav
![Page 87: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/87.jpg)
Retarget effectively.
@staceycav
![Page 88: [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value](https://reader033.vdocument.in/reader033/viewer/2022042619/58713b4d1a28abf0568b6dad/html5/thumbnails/88.jpg)
Measure. Attribute. Learn. Adjust.
@staceycav