Marketing Strategies can't afford to be just a show of creativity, in the age of digital, crowded with content, apps, technologies and online micro-communities. The numbers in your business and the facts and trends about your audience can tell you a lot about how to build and run successful digital marketing plans. However, there are no secret formulas. Or...are there?

1. Ioana Cristea
CoFounder & Marketing Strategist
THE SCIENCE BEHIND
ONLINE CONTENT
marketing facts and formulas to
meet your business aims

2. Marketing Strategies can't afford to be just a show of
creativity, in the age of digital, crowded with content,
apps, technologies and online micro-communities.
The numbers in your business and the facts and trends
about your audience can tell you a lot about how to
build and run successful digital marketing plans.
However, there are no secret formulas.
Or...are there?

3. The are no secret formulas to
guarantee success in today’s fastly
changing marketing landscape.
However, like never before, there is a lot
of science, tech, research & case-study
base to help you find the right way of
doing content marketing.

4. ü There is a lot of data and a smart way to work with
it, and there is a math of marketing to know.
ü
There are principles & trends for an impactful &
relevant content marketing & online presence.
ü
And there are experts who can really understand
your business aims and how to convert them into
the right online marketing strategy.
Mix these three and you have a great starting point.

5. Without facts
and principles,
data is useless.
–Bob Hoffman,
Writer, Speaker and Type A Group Partner

6. FACTS, PRINCIPLES &
FORMULAS
FOR CONTENT
THAT DELIVERS
GOOD REACH &
ENGAGEMENT

7. FIRST PRINCIPLE
Marketing is no longer about the
stuff that you make, but about the
stories you tell.
–Seth Godin, Bestselling Author and Blogger

8. SECOND PRINCIPLE
We need to stop interrupting what
people are interested in and be what
people are interested in.
–Craig Davis, former Chief Creative Officer at J. Walter Thompson

9. THIRD PRINCIPLE
Google only loves you when
everyone else loves you first. Invest in
understanding how search engine work.
They are the BIBLE of online users. Get
better or get started right now with SEO.

10. FOURTH PRINCIPLE
Social Media will love you and hate you
simultaneously, almost every day. Authenticity,
honesty, and an unique voice underlie much of
what’s successful online. Stay true to your brand and
don’t get to emotional. Be a problem solver, a
storyteller and opportunity creator.

11. FIFTH PRINCIPLE
“One of the best ways to sabotage your content
is to not tie it to your goals. Know why you’re
creating content.”
–Ellen Gomes, Senior Content Marketing Manager at Marketo
Don’t just create content to create it. There needs
to be a goal. What action do you want users to take
after reading? With goals for your content, it’s
rather meaningless.

12. FACT: TIMING, TARGETING AND
CREATIVITY GO TOGETHER
1. Instead of one-way interruption in the form of blog posts,
video ads or social media content, online marketing should be
about delivering useful content at just the right moment
that a buyer needs it. The beauty of digital marketing is that
the conversation is no longer a unidirectional spray of
messaging. We want to engage customers at exactly the right
time.
2. “Either write something worth reading or do something
worth writing about” said Benjamin Franklin. It’s one of the
simplest marketing methods in history, that applies perfectly in
content marketing, even today.

13. FACT: CONTENT IS A JOURNEY AND ONLINE
CONTENT THRIVES WITHIN A COMMUNITY
Content should be a journey. It should hit users at all the stages:
awareness, consideration, and decision. If your content doesn’t continue to
inform and be relevant, users will get turned off. A pipeline is only as good
as the quality and readiness of leads.
90% trust peers on social networks (even strangers); only 15–18% trust
brands.” (Danny Brown, Award-Winning Marketer and Author). Many digital
marketers think of content as a king, ruling everything else. Success of
content is rather something that the community and audience decide, not
just you.
Content is the key to revenue. It’s the most important thing you create to
develop relationships. Without it, you’re just throwing darts at a moving
target. Content builds relationships. Relationships are built on trust.
Trust drives revenue.

14. u Content offers amazing long-term ROI. One in 10 blog
posts are “compounding,” meaning that organic search
steadily increases traffic to these posts over time.
(HubSpot)
u Content aligns perfectly with shifts in media
consumption habits. Almost three-quarters of marketers
– 72% – believe that branded content is significantly more
effective than traditional magazine advertisements.
(Custom Content Council)
FACT: YOU GET ROI AND BRANDING
AT THE SAME TIME

15. u Interactive content is big business – and getting
bigger. Of content marketers currently using interactive
content (like this interactive timeline of the history of
Google AdWords), 75% plan to increase their budgets to
produce more interactive content in the coming year.
(SnapApp)
u The hift toward longer, more in-depth content. The
average length of blog posts is getting longer, with the
typical word count of a blog post increasing towards over
1000 words. On average, long-form blog posts generate
nine times more leads than short-form posts. (Curata)
FACT: IN-DEPTH & INTERACTIVE
CONTENT STANDS OUT

16. FACT: You need to create content for
the type of environment your
audience uses
✓ 5.11 billion unique mobile users in the world, up 100 million (+2%) in the
past year
✓ 4.39 billion internet users in 2019, an increase of 366 million (+9 %) versus
2018.
✓ There are 3.48 billion social media users in 2019, with the worldwide total
growing by 288 million (+9%) since last year.
✓ 3.26 billion people use social media on mobile devices in January 2019,
with a growth of more than 10%.
✓ On average, the world’s internet users spend 6 hours and 42 minutes
online each day. But what are they doing, in fact, online?
data supplied by WeAreSocial, 2019

17. ✓ 92% of internet users now watch videos online each month, meaning that more
than 4 billion people around the world are consuming online video content in early
2019.
✓ Despite a troubling year in 2018, Facebook maintains its top platform ranking in
2019. In fact, Facebook’s monthly active users (MAU) numbers grew steadily and the
platform’s reports year-on-year user growth of almost +10%.
✓ Instagram has a growth in active users growing by more than 4% only in the first
quarter of 2019 and the growth has continued along the year.
✓ Snapchat’s total audience sits at 306.5 million in 2019, down with about -10% since
the fall of 2018.
✓ Smartphones now account for 2/3of global mobile connections.
data supplied by WeAreSocial & GlobalWebIndex, 2019
WHAT IS YOUR AUDIENCE DOING,
ONLINE?

21. WHAT TO MEASURE?
CONTENT RELATED ONLINE METRICS
EXPOSURE
(IMPRESSIONS /
VIEWS / REACH)
for each type of
CONTENT
ENGAGEMENT
RATE per type
of content
ENGAGEMENT
SPLIT PER TYPE
AND CHANNEL
VISITS
(VIEWS/CLICKS
& CPC & CPM)
generated by
CONTENT
CTR (click
through rate)
by type of
CONTENT
TRAFFIC
CHANNELS &
TIME SPENT
WITH CONTENT
CONTENT
SHAREABILITY
(EARNED
MEDIA)
USER
GENERATED
CONTENT
VOLUME &
QUALITY

22. FACTS, PRINCIPLES &
FORMULAS
FOR CONTENT
THAT DELIVERS
GOOD CONVERSION

23. FIRST PRINCIPLE
“Marketers need to build digital
relationships and reputation before
closing a sale.”
–Chris Brogan, Chief Executive Officer of Owner Media Group

24. SECOND PRINCIPLE
“Does your content lead readers on
a journey, or does it merely stuff
them as leads into a pipeline?”
–Ann Handley, Chief Content Officer of MarketingProfs

25. THIRD PRINCIPLE
“Stop selling. Start helping.”
–Zig Ziglar, Author and Motivational Speaker
Have you noticed how “selling” has become a
negative word? No one wants to be sold. Users
want to find solutions and build relationships. Your
job as a brand is to educate and inform. If you do
that well, selling happens naturally.

26. FOURTH PRINCIPLE
We must move from numbers keeping
score to numbers that drive better
actions.”
–David Walmsley, Chief Customer Officer at House of Fraser
Metrics do matter, but there is a lot of confusion
on which ones. Gathering numbers just to “keep
score” is fruitless tactic. Look at numbers, and
learn from them. Any meaningful metric will
drive action.

27. u Content can be amazingly versatile and reusable. Almost 60% of
marketers reuse and repurpose content between two and five times.
(LookBookHQ)
u 18. Content has become vital to many companies’ lead
generation pipelines. Lead generation, sales, and lead nurturing are
the top three organizational objectives for content marketing, at 85%,
84%, and 78%, respectively. (Content Marketing
Institute/MarketingProfs)
u 19. Many companies are turning away from traditional
advertising in favor of content. Approximately 28% of marketers
say they have reduced their digital advertising budgets in order to
produce more content assets. (Gartner)
FACT: TO OPTIMISE, REUSE WHAT WORKS
AND LINK YOUR CONTENT STRATEGY
WITH YOUR CONVERSION FUNNELS

28. u 10. Buyers trust content. An overwhelming majority of B2B service and
product buyers – 95% – consider content as trustworthy when evaluating a
company and its offerings. (DemandGen)
u 11. Content can help prospective customers at every stage of their
journey. Almost half – 48% – of marketers support between three and five of
their customers’ purchasing stages with specialized content. (LinkedIn
Technology Marketing Community)
u 12. Content compliments traditional sales techniques
perfectly. Approximately half of marketers – 49% – are producing content to
align closely with various stages of the typical consumer sales cycle to aid
sales teams and increase cross-departmental sales enablement.
(LookBookHQ)
u 13. Prospects WANT content – especially white papers. Approximately
78% of buyers relied on white papers to make a purchasing decision within
the past year. (Curata)
FACT: CONSUMERS WANT CONTENT
& TRUST GOOD CONTENT

29. FORESTER RESEARCH: ROI of Social Media & Content Marketing

30. FORESTER RESEARCH:
ROI of Social Media & Content Marketing

31. WHAT TO MEASURE?
CONTENT RELATED METRICS
Conversion
AVG. VALUE &
RATE
SOURCES OF
TRAFFIC
(CONTENT TYPES
& CHANNELS) vs.
SOURCES OF SALE
ROI / ROAS
(RETURN ON
INVESTMENT or
ON AD SPENT)
COST PER
AQUISITION/
RESULT for each
TYPE OF CONTENT
COST PER
LEAD/SALE
REVENUE PER
LEAD/SALE
RETENTION/ COME
BACK RATE for
CONTENT
CONSUMPTION &
CO|NVERSION
CONVERSION
EVOLUTION
CURVE &
SEASONALITY

32. 1. WHAT PRINCIPLES DO WE
FOLLOW for each stage of the
CONTENT MARKETING
CYCLE?
2. WHAT IS THE MIX OF
MARKETING CHANNELS we
use within the CONTENT
STRAGEGY?
3. WHAT KPIs (Key Performance
Indicators) do we MEASURE &
WHAT DO WE DO after, with
the results measured?

33. MEGHAN TAILOR
SINGS ”IT’S ALL
ABOUT THAT
BASS”. ...AND GOT (so far)
OVER 2.34
BILLION VIEWS
ON YOUTUBE
(for the official video only)
WITH A CATCHY,
SOMEWHAT
CONTROVERSIAL
BUT BOLD DEBUT
MUSIC
STATEMENT.

34. PETER DRUCKER
SAID IN MANY OF
ITS WORKS THAT
„IT’S ALL ABOUT
MEASUREMENT.”
BECAUSE „IF YOU
CAN’T MEASURE
IT, YOU CAN’T
IMPROVE IT.”
HE IS THE TO
INFLUENCIA
BUSINESS THINKER O
THE MODERN AGE AN
AUTHOR OF 3 OF TH
50 BESTSELLIN
MANAGEMEN
BOOKS OF ALL TIME
GLOBALL

35. AND THERE ARE ABOUT 4.4
BILLION INTERNET USERS
READY TO EMBRACE YOUR
ONLINE CONTENT AND
MARKETING INITIATIVES,
AROUND THE WORLD.
WE’RE SAYING „IT’S ALL
ABOUT THAT MIX” OF
DIGITAL MARKETING FORMULAS
AND CHANNELS YOU USE TO GET
& MEASURE THE BEST ONLINE
RESULTS POSSIBLE
WITH YOUR RESOURCES.

36. BASS =
CREATIVITY
MEASUREMENT
= TOOLS & KPIs
MIX = CHANNELS
& RESOURCES

37. Ioana Cristea
Co-Founder & Marketing Strategist
THANK YOU
kite-agency.com