Content Marketing, tell me more
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Content Marketing or Inbound Marketing is something we are hearing a lot more about. You and your marketing team are busy, so this presentation aims to give you a very high level overview about the whats and some how's of Content Marketing
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Content Marketing, tell me more
- 1. Content image Content Marketing… Tell me more…. Conor Byrne Head of Digital June 2013
- 2. I made a presentation 4 years ago….
- 3. In summary it said…
- 5. Ok – it wasn’t revolutionary….
- 8. 5 years later things havent changed http://static1.businessinsider.com/image/50e2f95769bedd1b4700000b-612-400-300/lights-2013-girls-new-year-snow-1.jpg
- 9. In fact Content is even more important now http://img1.etsystatic.com/000/0/5227918/il_fullxfull.78835189.jpg
- 10. It is changing the advertising industry
- 11. Not killing it……
- 12. For anyone who is asleep at the back…….
- 14. Content Marketing is the most complete advertising strategy available to advertisers todayhttp://mediacdn.snorgcontent.com/media/catalog/prod uct/y/o/youcompleteme_fullpic_artwork_1.jpg
- 15. it speaks to consumers at every stage of the purchase funnel
- 18. Content marketing is being used by some of the greatest marketing organizations …and by small businesses and one-person shops all around the globe.
- 19. “A recent survey of marketers based largely in the United Kingdom and Europe showed that 70 percent would increase their content budgets this year.” Alexander Jutkowitz, Ad Age, April 2013
- 21. Because it works
- 22. It is challenging to get it right – there is a gap between the dream and reality. http://4.bp.blogspot.com/-hS1FPde3vg0/T9lq_BE9AtI/AAAAAAAABKA/0lGFvwYaFog/s1600/rubik-original.jpg
- 23. The dream, is to… Publish amazing blog content every day. Create new lead generation offers every week. Design beautiful, engaging images to share on social media. Newsjack in the blink of an eye. Be on the cutting edge of new content formats and ideas
- 24. The reality is wildly different…. http://favim.com/orig/201106/16/reality-sign-text-words-world-Favim.com-78756.jpg
- 25. It can look more like this…. Publish blog posts when someone has time to write Create a a new lead generation offer before the end of the quarter. Maintain a largely image-free social media presence Newsjacks a few days after news breaks remain about 12 months behind adoption of new content trends http://particlemedia.files.wordpress.com/2010/03/rc_red_logo2.jpg
- 26. The key to successful content marketing is to…...
- 27. …stop thinking about how to shock your audience into paying attention. Instead, start thinking about what they might want to knowhttp://redbeacon.s3.amazonaws.com/homeguides%2Farticles%2Fthumbs%2F5_ways_to_prevent_electrical_sho ck.jpg.600x275_q85_crop.jpg
- 28. what could your organization share that might make people come back day after day?
- 29. Doing this right is more expensive and time-consuming than sending a press release or tweeting.
- 30. If brands want to become media platforms, they have to accept some of the costs of being a publisher. http://www.newyorker.com/online/blogs/photobooth/Books-06.jpg
- 31. . Content marketing allows you to create brand affinity but can also be powerful in building a new audience of potential customers http://www.brandfeverinc.com/wp-content/uploads/2012/10/Heart.jpg
- 32. Content marketing is a great tool for thought leadership, education and customer relations.
- 33. Once content is created, search and social networks can distribute, but make sure you distribute it to others who may not know it (or you) exists. http://qzprod.files.wordpress.com/2012/11/amazon-cyber-monday-11302012-web.jpg
- 34. Executives from American Express, Unilever’s Degree Men and eBay shared their rules for success at Contently’s Social Commerce Summit…..
- 35. Plan , Find the right content hook, Play to passions, Operate as a newsroom, , Evolve your strategy, Tell real stories, Monitor and evaluate , Measure They are……
- 36. The power of content marketing is that it gets prospects to lower their Marketing Defense Systems for a few minutes. Long enough, to get their attention and earn their custom. Velocity partners http://media-cache-ak2.pinimg.com/736x/96/71/56/9671564d3f3965eeeb8b6c6a554f31fc.jpg
- 37. There is a danger of a deluge of content http://media-cache-ec2.pinimg.com/736x/26/7c/ee/267ceefdd4e25fb69206eea15715b253.jpg
- 38. Which will just have people running scared http://webodysseum.com/wp-content/uploads/2012/05/scared-people-haunted-house-nightmare-factory-13.jpg
- 39. But the winners will be those that build Great Content Brands Velocity partners http://news.bbcimg.co.uk/media/images/62228000/png/_62228199_mmolygoldprofile128.png
- 40. So be a brand that is famous for producing intelligent, useful & entertaining content that’s always worth consuming. Velocity partners