It is a presentation on Content Marketing where each and every minute detail is being mentioned while one is into such part. It is a summarized study of it which will help you to understand it much more easily.
1. Content Marketing: The Engagement Gigantic Power
TOC
What is Content?
What is Content Marketing?
What is NOT Content Marketing?
Why Content Marketing?
Some Figures & Stats
Content Marketing Challenges
Content Marketing Process
How to Plan for your Content Marketing
What is Engagement?
Content Marketing KPIs
Final Words
2. So…What is Content? Content
=
Something
Expressed
What is considered online “Content”
3. and where to publish?
What are online “Content "distribution channels
4. What is Content Marketing?
Content marketing is 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.
By Definition
5. What is NOT Content Marketing?
Remember…”NOT” !
Selling
Advertising
Interrupting marketing
Media buying
Content marketing is a rather
than a strategy.
So…
6. “Consumers have shut off the old-
style world of marketing.
They now record own a DVR to
record their favorite shows and
skip television advertising”
Instead, your customer WANTS your marketing; your
sales message is needed and even requested!
Are you sure ?
Yeah…
8. Engagement
By definition is…
A marketing strategy that directly engages
consumers and invites and encourages
them to participate in the evolution of
a brand.
WIKI
9. Humanize
Be
Flexible
Keep It
Simple
Listen to &
study your
customers
on all
channels
Optimized
web site
for mobile
phones
Do not
waste
their time
Be Keen
to get
feedback
Branded
Web site
Engagement
So, what can I do to engage my customers?
10. Why Content Marketing
Because Content Marketing will...
Build TRUST
Generate Targeted Traffic
Increase Audience & Reach
Engage Audience
Increase on-the-spot Conversion
Build Connections & Relations
Provide Thought Leadership
Increase WOM
Help Prospects understand You
+
11. hmmm…
What about tactics?!
of B2B marketers
rate newsletters as
the most effective
content marketing
tactic
58%68%
of B2B marketers
rate white papers as
the most effective
content marketing
tactic
of B2B marketers
rate in-person
events as the most
effective content
marketing tactic
57%
CMI
13. 83% 80% 80%
61%
39%
26% 23%
10% 7%
LinkedIn
Twitter
Facebook
YouTube
G+
Pinterest
Slideshare
Flicker
Instagram
87%of B2B marketers use
Social Media to
distribute content.
hmmm…
and distribution?
CMI
14. Speaking about Social Media
Did Marketers use change in 2012?
Increased dramatically from 2011 to 2012
YouTube:47%
LinkedIn:39%
Twitter:35%
Facebook:30%
15. What about giving you some
STATS…
70% 80%
of business decision makers prefer to
get company information in a series
of articles versus an advertisement.
of business decision makers say
content marketing makes them feel
closer to the sponsoring company
RoperPublicAffairsSurvey
16. and some other …
STATS…
of companies
today outsource
their content
marketing
62%
Mashable
61%
78%believe that organizations
providing custom content
are interested in building
good relationships with
them.
of consumers feel better
about & are more likely to
buy from a company that
delivers custom content.
Custom Content Council
TMG Custom Media
17. and…
some more…
25%
Marketers now spend
a quarter of their
marketing budget on
content marketing.
B2BMarketingInsider
Social media sites and blogs reach 8 out of 10 of all U.S. Internet
users and account for 23% of all time spent online
ContentMarketingInstitute
18. What about…
Cost?
G+
The average cost to generate a lead through:
$143
$373
INBOUND Marketing…………
OUTBOUND Marketing…………………………………………………………….
19. Content Marketing Challenges
Here are some…
Who is my buyer
I do not have enough content
& content creator
There is a lot of channels,
which should I use
Questions
you may ask
& Problems
you may
face:
key
Research
Your Buyer
Outsource
20. Content Marketing Process
You can call it “phases”, I don’t mind!
1.
Research
& Plan
2. Create
3. Optimize
4. Promote
&
Distribute
5. Measure
21. So, How to Plan for your Content Marketing
Yeah! call this “Content Marketing Strategy”, I don’t mind either!
Set your Goals
Know where they hang out
online - favorite platform -
Facebook, Twitter, YouTube….
Decide on content tactics:
articles, videos, micro-site,
podcast…
Know your target audience,
Preferences, triggers and
behavior.
Step1Step2Step3Step4
Create Exciting Content
Engage consumers in
order to have them interact
with the content
Decide how you will
measure the effectiveness
- KPIs
Distribute each piece of
content to its relevant
platform
Step5Step6Step7Step8
+
23. Leads & Sales
• # Inquiries about Product / Service
• # Product Catalogue downloads
• # Qualified Leads from specific content
• Closed deals from your online channels
and where the money comes from…
Your Prospects!
24. Hmmm…
compare KPIs to what then?
Relation & Trust
What to benchmark to?
Online Paid Advertising
Competitors’ handy figures
Last year’s figures
25. It’s time for a pieces of wisdom…
Okay…I’ll give you 3!
“Be yourself.
Everyone else is already
taken.” – Oscar Wilde
“Traditional marketing talks at
people. Content marketing talks
with them.” – Doug Kessler
Content marketing is a
commitment, not a campaign.”
– Jon Buscall
The most important!
