*Conditions apply

Digital Marketing Show
Special Offer…
10% off selected IDM training courses!
Go to theidm.com/academyoffer for more details

theidm.com/training

twitter.com/theidm

facebook.com/theidm

theidm.com/idmlinkedin

Content Marketing
‘The only marketing that’s left’

IDM Digital Marketing Show
28th November 2013

www.theidm.com

Your speakers today

Geraint Holliman
Director of Strategy &
Planning and Head of
Content Marketing,
DirectionGroup

Eoin Rodgers
Tactical Planner,
DirectionGroup &
Member of the IDM
Speaking Faculty

3

Questions we’re going to try to
answer today
• What actually are ‘content’ and ‘content
marketing’?
• How does content marketing build customer
trust?
• How to make your content 'epic'?
• Who are the brands that are making content
marketing work?
• Why did Seth Godin call it 'the only marketing
that's left'?

4

94%
64%
60%

Of UK marketing professionals use content marketing

Of UK marketers are planning to increase their
content marketing budget in 2014

Of senior UK marketing professionals believe
that in future brands will be built by aligning
themselves with engaging content

Sources: Content Marketing Institute/ DMA - The State of Content
Marketing in the UK 2013, Marketing Week 2013

5

Content Marketing has been around
a long time (1895 actually)

1.5 Million subscriptions
14 languages

Source: http://www.deere.com/wps/dcom/en_US/industry/agriculture/our_offerings/furrow/furrow.page

6

What is Content ?
“Any information provided by
a brand in a format which is
relevant, compelling and
timely to the audience’s
needs at the point at which
they engage with it and that
does not overtly seek to sell
the brand or its
products”(Holliman 2013)
8

Why does content matter?
BECAUSE
HAS MADE IT SO
Google turns content into currency!
–
–
–
–
–

Content drives reach – builds awareness
Customers seek it
Content aids learning, decision making and purchase
Content fuels social media marketing
Content facilitates the “inbound” effect
9

Inbound versus Outbound
communications
Inbound Marketing
“The process of creating text, audio, video and
other online assets and optimizing them to
appear when prospective customers are ready
to pull the trigger on a purchase” Jay Baer

http://scrapcationgetaway.blogspot.co.uk/

We live in an opt-in world
Customers seek you out because of the
quality of the information you offer to help
them make better decisions.
CONTENT IS THE WORM ON
THE INBOUND HOOK

10

What content isn’t
• Me! Me! Me!
• Just brochureware
• Full of overt selling messages
• Same old story in a different format
• Necessarily unique every time you communicate

11

Image: Bruce Kasanoff

HOW TO MAKE CONTENT GREAT

12

How do we make our content
epic, awesome or remarkable?
According to the content mavens content must be:
• “Great” (Pulizzi & Barrett 2008),
• “Awesome” (Handley & Chapman 2011)
• “Remarkable” (Halligan & Shah 2010)

The answer is……..don’t

Qualities of great content

RELEVANT
COMPELLING
TIMELY
Is your content so valuable that customers would pay for it?

14

Think: unanswered questions
• Does your content help customers make a
better decision?
• Ask yourself: What questions do my
customers have which are going unanswered?
• Your content should answer those questions

15

20 great ways to kill buffalo with big stick
#UggBigStickEmporium

WHAT IS CONTENT
MARKETING?
16

Firstly, why content marketing?
“Nobody cares about what
your company does. Nobody
cares about your products.
Nobody cares about your
services. They want to know is
what YOU can do for THEM”

David Meerman Scott

17

What is Content Marketing?
‘Content marketing is a
technique for creating,
distributing and sharing of
relevant content to
engage customers with
brands at the appropriate
point in their consideration
processes such that it
encourages them convert
to a business building
outcome.’
(Holliman 2013)

By the use of:
Original content
Curated content
Licensed content

DRIVING
PROFITABLE
CUSTOMER
OUTCOMES

User generated content

Interactive content (tools)

18

“Content is king…

...but context is God.”
Gary Vaynerchuk, NY Expo 2012

19

Content doesn’t sit in a vacuum
CONTENT
Blogs, videos,
ebooks, white
papers, podcast,
infographic, etc

SEO

SOCIAL MEDIA

On-page/off-page
link building
keyword analysis

Twitter, LinkedIn,
forums
blogs, portals

It needs to be integrated with other marketing
activities
20

Source: Bruce Kasanoff

HOW CONTENT MARKETING
CREATES TRUST
21

“If you can deliver content
that your prospects find
interesting and informative
and entertaining, they’ll see
you as a trusted source of
information - an adviser”
Handley & Chapman , ‘Content Rules’, 2010

22

Trust in B2B relationships
By helping customers make a
better decision through
content which seeks to
help not hype
Content builds trust in the
brand
Trusted brands then become
the ‘authority’ and thought
leaders in the market space
Thought leadership is earned
by actions

Shared Values

Nonopportunistic
behaviour

TRUST

Interdependence

Quality
communication

Peppers & Rogers, ‘Managing Customer
Relationships’, 2011

23

Image: gapingvoid.com

Think like a PUBLISHER not and advertiser
• Be ‘helpful’ (Jay Baer, ‘Youtility’ 2013)
• Think ‘subscribers’ not ‘customers’
• Is your content so good customers would pay for it?

24

“Successful publishing is all
about the reader. . .your
customers. If you are not
solving their pain points with
relevant and compelling
content, you are adding to the
noise, the clutter.”
Joe Pulizzi & Newt Barrett , ‘Get content, get customers’, 2009

25

But let’s be clear here…..
• Yes, you’re in the publishing business, but only
as a means to an end.
• It’s about OUTCOMES, not eyeballs
• “Work backwards to make your content
marketing program a driver of revenue, not
just page views.”
Jay Baer, “The NOW Revolution” 2011

26

4 steps to content marketing
success
1. Build a clear understanding of your customers
2. Audit your current content and map to the
customer journey
3. Create an editorial calendar
4. Set your success criteria
Content is an approach, NOT a campaign

The role of content in the buying
process

60%

of B2B buying decisions are being investigated,
evaluated and compared BEFORE the selling brand
is even contacted (and this figure is rising)

87%

Source: SiriusDecisions/Harvard Business Review, July 2012

of B2B purchasers say that content has an moderate or
major impact on vendor selection
Source: CMO Council 2013

Content throughout the buying journey

Our task

Loosening
Changes
of the
over time
Status
Quo

Committing
Recognition
to Change
of needs

Early stage
awareness

Awareness and
early need
identification

Press/online
advertising

Videos

Event
attendance
Web presence

Activity

Search & social
Analyst reports &
white papers
Owned Research
Industry bodies &
associations

Testimonials
Analyst reports
Our own events &
webinars
White papers &
guides
Social media
listening &
participation

Vendor Selection

Solution

Education
Defining
Problem
the
defined
problem

Influence how
they define
their problem
and solution...
Case study
videos

Exploring
Evaluate
Possible
options
Solutions

Committing
to a
Solution

Demonstrate we have the most
compelling proposition

Case studies

Word of mouth
(Advocacy)

ROI aides

Campaign
microsites (pURLs)

Recommendations and
references

Tailored product
proposition

Formal sales presentations

Peer Forums

Practical ‘how to’ guides

Justifying
the
Decision
Close the sale
and maximise
the value of the
deal.

Making the
Selection

Ensure seamless
customer onboarding – max.
time to value

Competitive
analysis

Welcome
packs

ROI calculator

‘Get the most
from’ guides

SALES
ENABLEMENT:
-Apps
- Flipbooks
- Training
- Battle cards
-Sales
presentation

Customer
portal – and
community

User group
events
Newsletters

Targeted ads

Press/PR
Thought
leadership
content

29

Understand what content you
already have
• How well have you addressed the personas with previous
content?
• Audit helps identify holes and how to be repurposed.
• Who owns the content? How is it updated?
• What unanswered questions did it answer?
• Gather all your previous content into one location
• THINK: what is genuine content and what is just sales B.S.?
Type of
content

Topic covered Buyer
persona

Leads/
customer

Dates created

31

The
Content
Wheel
of Love

News
item on
website

Email to
subscrib
er base

White
paper on
website

Article
marketing
site
Webinar/
ebook

Press
release
to offline

Tweet

Video on
website/
YouTube

Facebook

CONTENT
FORMATS

3 minute
interview
on
Podcast

Audio
Video
Text
Interactive

LinkedIn

Blog
post

10-slide
slide
share on
website

Banner
ads

Affiliate
sites

Newsletter
item

Infographic

Submit
article to
trade
mag

eMail
footer

Create a
wiki

32

I don’t know what to talk about!
• 1. Chat with customers. Ask something like, "What's your biggest marketing challenge? Name one business goal for 2014."
• 2. Interview luminaries. Q&A interviews with thought leaders, strategic partners, creative thinkers
• 3. Share real-time photos. Configure your blog to work with Flickr so that you can upload photos from industry events, meet-ups, or other
gatherings.
• 4. Ask customer service. What are customers contacting us about? What problems do they have
• 5. Monitor search keywords. What keywords are people using when they land on your blog
• 6. Monitor social media keywords, too. Monitoring social conversations and trending keyword topics on Twitter, blogs, and social status updates
• 7. Research online. Use something like Google AdWords Keyword Tool to determine what people are searching for.
• 8. Trawl industry news. Share an opinion about a recent news story that`s affecting your industry or audience.
• 9. Get inspired by your own passions. piqued curiosity that draws in more readers.
• 10. Go behind the scenes. Show things that your readers or followers don't usually get to see.
• 11. Go to an event. Before , during and after an event, talk about what you hope to get out of it,
• 12. How—to content. Any type of content that helps someone create something or solve a problem has value for others
• 13. Best practices or productivity tips. Do you have tips or tricks to be more effective in an area?
• 14. Reach into your community. Create content that showcases your readers, viewers, commenters, and other active members of your community
• 15. Dig in the archives. lf you've been creating content for a while, what have you done that you might revisit or update? 1
• 16. Invite guest posts. Give your readers or employees the chance to create a guest post for your blog.
• 17. Check out your competitors. What are your competitors creating content around?
• 18. Create a regular content series. A themed series is a great way to help you create regular content.
• 19. Mine Facebook, Linkedln, SlideShare, and other social networks. Find a LinkedIn question you`d like to address and answer it;
• 20. Start a meme. A meme is simply an idea that is spread from individual to individual, culturally.
• 21 Offer your two penn’th. Review a book, iPhone app, favourite news sites, wallpaper sources, whatever.
• 22. Channel your inner surly teenager. Take the opposing or contrarian view on an issue that`s on your mind or in the news, or in your industry
• 23. Host an event . Schedule after—hour drinks, lunch, or even morning coffee around a topic or theme and invite everyone who might want to
come. Encourage people to document and share the event in whatever
• 24. Curate the voices of many. Are your employees creating content of any sort
• 25. Curate from elsewhere, too. Curating content & news from several must-read sources to a
central location helps create a valuable destination site for readers.

33

The 4 types of content success
measure

Consumption

Sharing

Lead Gen

Sales

http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics

34

WHO IS DOING CONTENT
MARKETING WELL?
35

Best practice

http://contentmarketinginstitute.com/education/ultimateebook-100-content-marketing-examples/

Case Study - River Pools
•
•

2008 a tiny, regional pool installer
“What questions do my customers
have unanswered?” blogposts

“My goal is to give more valuable,
helpful and remarkable content to
consumers than anyone else in the field,
which will in turn lead to more sales”
Marcus Sheridan ,CEO
•

Blogpost, videos and an ebook
‘How to buy a pool – without
getting ripped off’

•

Despite recession now has 5%
market share (USA)

37

Case study - Will it Blend?
BEFORE
•
Blendtec - struggling blender manufacturer
•
Declining share, big competitors
•
Great product + Weak branding = Weak Sales
October 2006
•
Emailed customers ‘What should we blend?’
•
Video camera + one white coat
•
CEO Tom Dickson presents
2013
•
180 videos
•
294 millions Youtube views
•
700,000 subscribers to YouTube channel
•
They only tweet and facebook their videos
•
700% increase in retail sales solely due to videos

http://www.youtube.com/user/Blendtec

38

Makeitsocialltd.wordpress.com

The end of Interruptive Marketing as we know it

“The notion of marketing to your customers by repeatedly
interrupting them with advertising or other
marketing messages is simply not enough any more
- the web has changed the rules”

Seth Godin
39

“Content is the only marketing left”

Seth Godin

“Content marketing is the future
of marketing”
Prof Don Schultz
CMW 2013

40

Contact

GeraintH@directiongroup.com
geraintholliman
/geraintholliman

EoinR@directiongroup.com
@eoinrodgers
/eoinrodgers

41

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (7)

Mais de DigitalMarketingShow

Mais de DigitalMarketingShow (20)

Último

Último (20)