THEN AND NOW IN MARKETING.
CONTENT MARKETING VS INBOUND MARKETING.
STATE OF CONTENT MARKETING GLOBALLY.
CONTENT MARKETING FUNDAMENTALS
STATE OF CONTENT MARKETING NEW ZEALAND?
2. AGENDA.
1. THEN AND NOW IN MARKETING.
2. CONTENT MARKETING VS INBOUND MARKETING.
3. STATE OF CONTENT MARKETING GLOBALLY.
4. CONTENT MARKETING FUNDAMENTALS
5. STATE OF CONTENT MARKETING NEW ZEALAND?
3. THEN Brands were in control. Buyers were constantly
bombarded with billboards, commercials, and cold
calls trying to sell them a product.
4. NOW The customer is in control. Buyers are tuning
out loud, interruptive advertising and consuming
information online.
17. Marketer Mary
Business Size: 25-2000 employees
Job Title: VP, Director, Manager
Goals:
• Generate leads and support sales with collateral
• Manage company communications
• Build awareness for the company
Challenges:
• Too much to do! Mary is a busy lady.
• Not sure how to get there.
• Marketing tool and channel chaotic
and disorganized.
Measuring Success:
• Traffic, Leads, Registrants
• Boss's Gut Check
• Campaign Effectiveness
WHY MARY LOVES HUBSPOT:
Learn Inbound Marketing
Easy to use tools that make her life easier
Easier reporting to sales and CEO
28. At HubSpot, we are on a mission
to make the world more inbound
by empowering businesses to
connect with their audience in a
meaningful way.
Notas do Editor
Marketing has changed
Are they the same thing? Do they oppose / compliment each other.
Where is the content movement currently
Content fundamentals. There are 3 ingredients to content marketing
Where doe new zealand fit in?
Cold calling
Display advertising
Radio ads
We’ve become really good at blocking it out
Cold calls go to voicemails
Adblockers on TV, and web browsers.
The buyer is in control.
CEB says that 60% of the purchasing decision is made before they talk with a Sales person
So what does that tell us?
The old playbook is broken.
That’s where Inbound Marketing comes in to play.
At its core, inbound is about building relationships with your audience by providing them with value.
Not intruding into their life
Are they the same thing? Do they oppose / compliment each other.
6 of 10 marketing professionals consider content marketing to be a subset of inbound marketing.
Reassuringly, 85% of marketers believe the two concepts are related.
What does this mean?
Marketers should think in terms of “and” not “or” when it comes to content and inbound. Success relies on both.
Content is one of the levers marketers can pull to drive their inbound engine.
Greg, and Phil will provide some experiences on this, through the work they have done.
Content Marketing is taking off.
Though considered a subset, it is by far the most recognizable.
Buyer’s Journey Graphic #1 - PPT No Background – editable grouped in PPT
Content and format type
User Behaviour Research
Keywords and relevent topics
Blogging wins by the most.
While internal authors – namely staff and executives – correlate to the
highest ROI, they also happen to correlate to the lowest ROI. Why? Because
every company that publishes content creates at least some of it internally.
Few if any companies outsource all of their content creation. So instead of
looking for guidance in the size of the bars for each segment, let’s instead
zoom in on areas of change, specifically who created content for companies
that enjoyed a lift in year over year ROI: guests and freelancers.
The above chart is intuitive. Given resource constraints, smaller
companies tend to produce more of their own content, whereas
larger budgets allow enterprises to source content from
specialists and agencies. Given that small company executives (19%)
are more likely to produce content than large company leadership (12%), it’s
possible for smaller companies to win the quality battle.
Writer panels, like NewsCred, Contently and others, barely registered any
responses. Again, as quality rises in importance, these types of organizations
could emerge as a desirable option given that they combine the benefits of
freelancers with a layer of vetting and management.