Content Marketing for Business

Kieran Wilson | @kieranwils

We bring marketing to life via social media for the world’s largest brands.

The number of web searches on the term “content marketing” is up 500% since January 2011.

Source: Google Trends

Marketing or Content?

Once upon a time…

93% of B2B marketers use content marketing…

…But only 42% of marketers say they are effective at content marketing

Source: Content Marketing Institute 2014 B2B Content Marketing Report.

WHY?

Success in Strategy

Percentage of B2B Marketers Who Have a Documented Content Strategy

49% No 44%

Yes

6% Unsure 66% of marketers who

have a documented content strategy consider their content marketing effective.

Stats from Content Marketing Institute: 2014 B2B Content Marketing Report.

Content Marketing Strategy = The Intersection of Brand and Customer Communications.

What your brand must effectively

communicate

What your customer

wants to learn and share

Focus on People first:

EOPLE P BJECTIVES O TRATEGY S ACTICS T

POST methodology developed by Forrester Research. View more on this methodology here: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

1.  What PROBLEMS are your target customers trying to solve? 2.  What do they NEED the most? 3.  What types of information are they SEARCHING for?

Buyer Journey and Content Roadmap BUYING

AWARENESS RESEARCH COMPARISON PURCHASE

Blog Posts Social Media

Whitepapers Ebooks Webinars Industry Reports

Case Studies Demos Customer Testimonials

Detailed Product Info Analyst Reports

B2B content marketers use an average of 13 tactics: •  Social Media (87%) •  eNewsletters (80%) •  Blogs (76%) •  In-person Events

(76%) •  Case Studies (73%) •  Videos (73%) •  Whitepapers (64%) •  Webinars (62%) •  Infographics (51%) Statistics from: CMI 2014 Benchmark Report Chart from eMarketer

Content Marketing Matrix (

Awareness Purchase

Create Content, Not Clutter.

Ann Handley’s Formula for Innovative Content:

Useful x Enjoyable x Inspired = Innovative Content

Source: Moz “Whiteboard Friday”

Content Marketing Challenges for Marketers

Source: Eloqua Community State of Content Marketing 2014

Test tools & develop processes to make content marketing

scalable & repeatable.

Marketing without Measuring:

Measuring Content Marketing

Awareness: •  SERPs •  Increase in first-time website visitors •  Improved social metrics

Consideration: •  Website metrics (Time spent on site, Page views, Lower bounce rate) •  Social interaction/engagement Conversion: •  Increased conversion rates as measured by sales of leads •  Tracking content sources that contribute to sales funnel •  Referrals •  Subscriber vs. non-subscriber behavior

Thank you. Kieran Wilson | @kieranwils Marketing Manager, Ignite Social Media

“The best marketing doesn’t feel like marketing.”

-- Tom Fishburne Marketoonist.com