Monday seminarapi

MONDAY SEMINAR | 2013
PEAK COM
MONDAY SEMINAR
CONTENT MARKETING
2013
www.peakcom.eu

“The Elephant-in-the-Room trend
that all the other trend cower below is
that content marketing itself has become a juggernaut”

1. CONTENT MARKETING
- How to define it ? What’s new ? What are the objectives ?
What are the advantages ?
2. HOW IT WORKS
- How do we get started with content marketing ? Tips & Tricks ?
3. EXPERTS’ VIEWS
- Is CM integrated into PR ?
- What are the differences between PR and CM ?
- What is the future of CM ?
- What does it mean for us as PR professionals ?
- Is CM the king ?
CONTENT MARKETING

1. CONTENT MARKETING

Content marketing (CM)=
› A marketing technique of creating and distributing relevant and valuable content
To attract, acquire and engage a clearly defined and understood target audience
With the objective of driving profitable customer action
› Art of communicating with your customers and prospects without selling
› Has a well-structured, personalized and high-added value message
› Content is attractive, qualitative, informative, unique, specific and ludique
› 4 types of CM : texts, images, video, audio
› 3 channels : offline, online, face-to-face
Basic concept that has been around for decades
But a conference of things made it a top strategy among PR and marketing folks.
1. DEFINITION OF CONTENT MARKETING

› RESEARCH – we use search and social media to instantly research
topics
› CREATION – most of the action is centered on digital content
› TARGETING – we use digital tools and insights to segment our
messaging by categories (products, personas, buying stages,
interests)
› DISTRIBUTION – we are linking, emailing, uploading, embedding…
our content is being discovered
› PROMOTION – we have gone for beyond broadcast mode → social
media
› MEASUREMENT – we measure everything we can
↘ Fast. Fluid. Targeted. Transparent. Interactive. Intelligent. Visual. Visceral. Virtual.
3. CONTENT MARKETING : WHAT’S NEW ?

SOME PROOFS…
› Content marketing websites have been launched by big companies
› Journalists have taken content marketing jobs with non-media
organizations*
› Number of PR and marketing agencies have started to create content
› Companies are hiring media outlets to create content
* Content marketing is also known as brand journalism
2. CONTENT MARKETING IS EVERYWHERE…
‘Think like an editor, not like a marketer’
‘If you want to ensure your brand gets in the media, then become the media’

› 95% of B2B marketers use content marketing
› 86% of B2C marketers use content marketing
› For 72% of B2B marketers delivering highly relevant content is a top priority
› For 68% of B2C marketers delivering highly relevant content is a top priority
› Ever-increasing budget : 26% in 2011 and 33% in 2012
› 31% of marketers view it as a means to improve their brand image
› Efficiency is one of the main reason behind the shift to content marketing
› But 36% of marketers consider content marketing is not efficient enough
4. CONTENT MARKETING, A MAJOR TREND IN 2013
‘Content marketing is the
only marketing left’

5. CONTENT DRIVES ALL MEDIA
‘Advertizing seduces.
Content helps’

› Social media marketing: Content strategy comes before your social media strategy.
› SEO: Search engines reward businesses that publish quality, consistent content.
› PR: Successful PR strategies address issues readers care about, not their business.
› PPC (pay per click): For PPC to work, you need great content behind it.
› Inbound marketing*: Content is key to driving inbound traffic and leads.
“42% of Internet hours are spent viewing content’
*art of being found thanks to content and SEO; emphasizes the role and power of content in digital marketing
6. CONTENT IS PART OF ALL FORMS OF MARKETING

7. OBJECTIVES OF CONTENT MARKETING

Strengths
› One of the less expensive method
› Long term effect (online traffic)
› Trust in your brand (seen as an expert ; online reputation)
Weaknesses
› Requires a lot of time to write, publish and share the content
› Major challenges : produce enough content + produce engaging content
8. STRENGTHS AND WEAKNESSES OF CONTENT MARKETING

2. HOW IT WORKS

3 most used forms of content marketing
1) Articles
2) Blog posts
3) Social media
But also…. And…
Images (graphics, photos,…) E-newsletters, Webinars,…
Video, Demos,… Press Releases
Case Studies, Testimonials
White Papers
1. THE FORMS OF CONTENT MARKETING

1. THE FORMS OF CONTENT MARKETING

2. THE CONTENT MARKETING MATRIX

3. CONTENT MARKETING BUYING PROCESS

Content Audit
› Review content and identify content gaps
Research the audience
› Define the audience, the problems and the solutions
Create an editorial calendar
› Incorporate various keywords, story ideas, content
formats,…
Write. ‘Storytell’. Publish.
› Develop high quality and shareable content : ‘weaves
themes into stories’
Listen. Create. Engage.
› Be reactive and proactive
Monitor. Refine. Optimize.
› Track which types of content generate the most interest
4. MAJOR STEPS FOR A GREAT CONTENT MARKETING
QUALITY
+
DIFFUSION
+
DURATION
+
REPETITION
=
SUCCESSFUL
CONTENT
MARKETING
STRATEGY

2. SIX STEPS …

Understand how it works
› An informing/educating message (fitted with the channel) provides value to your
reader
Integrate varying forms of media
› Consider new media (podcats, PPTs, video, images,…) to offer more options to people
and assets for the search engines
Leverage SEO best practices
› Integrate target keyword phrases (title tags, meta descriptions, hyperlinks,…)
Keep conversions in mind
› Match up the type of content with the appropriate call of action (video, product
review, customer testimonial…)
Go mobile
› Within the next 5 years, more than half of major brands are expected to spend
between 5% and 25% of their total marketing budgets on mobile marketing
5. FIVE TIPS FOR SUCCESSFUL CONTENT MARKETING

Myth #1: CM is just a trend
› It’s established, respected and gets results
(web traffic, lead generation, sales)
Myth #2: CM = just publishing
› Content is great if it is found, engaging and shared
› FINDABILITY + ENGAGEMENT = SHAREABILITY →→→ GOOD CONTENT
Myth #3: We can only use each piece of content once
› You can recycle content and format the original research into another support
› You should make content available in ≠ formats on ≠ channels to reach more people
‘Repurposing content isn’t about copying and pasting.
It’s about reinventing and evolving.’
6. SOME MAJOR CONTENT MARKETING MYTHS

Myth #4: It’s just about making search engines like the brand
› 1. Identify the need : Write about topics that interest the readers and then optimize it
› 2. Analyze the writing : Optimize the writing with SEO
‘I wrote this for Google – not for you’
Myth #5: It’s about selling only
› Content should educate and help people solve problems
› Once you are seen as a trusted and helpful resource,
they will be more likely to turn to you
6. SOME MAJOR CONTENT MARKETING MYTHS

3. EXPERTS’ VIEWS

‘69% of ‘Leaders’ say that
PR now has a content marketing role’
‘69% of ‘Leaders’ think that
the PR function has evolved to become
a content marketing role’
1. IS CM INTEGRATED INTO PR ?
Aberdeen Group 2013

› Advertizing : You buy media placements to raise awareness (= paid media)
› PR : You pay a firm to talk to the media about your company (= earned media)
› Content marketing : You create content that people will want to read and share,
leading naturally to traffic, links, social signals and media mentions (= owned media)
PR success is measured in terms of media placements, press mentions, impressions,…
CM success is measured in analytics (traffic, SEO value, social shares, time on site,…)
‘In my view, if CM and PR were in a race,
content marketing would be winning’
2. WHAT ARE THE DIFFERENCES BETWEEN PR AND CM ?
→ 1st difference
Jon Wuebben – contentlaunch.com

PR could be described as subtly pulling consumers towards a business/service and
maintaining a certain brand image.
CM could be described as subtly pushing consumers towards that same business/service
2. WHAT ARE THE DIFFERENCES BETWEEN PR AND CM ?
→ 2nd difference

› Everyone is getting into it in a big way : publishers, video producers, in-house
marketing teams, digital agencies, social agencies, search agencies, strategy
consultants…
→ The single biggest threat to CM is CM
› How to survive the deluge ?
http://everylastdrop.co.uk/
3. WHAT IS THE FUTURE OF CONTENT MARKETING ?
Doug Kessler – Velocity Partners

Just because content management is a major buzzword doesn’t mean its right for you as
PR professional, or as a PR agency.
Some questions to help
› Are my clients demanding more measurable
results from my efforts ?
› Can I make the necessary commitment to not only learn content marketing, but to
market it to my clients ?
› Do my clients have the commitment to give this a fair shot ? Creating a solid and
qualitative content plan requires input from sales and marketing, from subject matter
experts…
4. WHAT DOES IT MEAN FOR US AS PR PROFESSIONALS ?
Bob Sheier, Scheierasscociates.com

5. IS CONTENT THE KING?
Moz.com
> Don’t build on rented land
> Help, not hype, your customer
> Write what people want to read, not what you want to write
> Reference industry influencers
> Create content for all types of readers
> There is more to content than links
> Don’t forget the marketing in content marketing
> It’s all about relationships
> Think like a publisher
> Use other sites to find out what kind of content people want
> The goal is to inform and entertain in a way that inspires customers to trust you
for the right reasons : authentic, legitimate, deserving and well-earned trust
> Content isn't king. TRUST is king. Content is just how you get there.

• PR’s central role in CM is to land impressions that can be circulated back into the content
marketing workflow and repurposed as blogs, website content, infographics and a
variety of other types of media
• Social media are the largest publishing platforms in existence. Become a social media
experts and manage accounts
• Understand SEO strategy which has two parts : the humans/visitors (quality) + the
robots/search engines (factors like backlinks)
• Get traditional media impressions as well : established media outlets have two things
going for them that many new media sites do not : credibility and circulation
+ http://vysibility.com/top-10-content-marketers-you-need-to-be-following-on-twitter
+ https://www.facebook.com/marketingcontenu
SOME TAKEAWAYS …

8. OPEN DISCUSSION
Thank you !

Peak Com
Kasteelstraat 20D
1600 Sint-Pieters-Leeuw
aurelie.piel@peakcom.eu
www.peakcom.eu
www.peakandyou.eu
www.peakcom-stt.eu
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