content marketing strategy - the future is bright for web content
TRANSCRIPT
The Future is Bright with Web Content
@LeeOdden – TopRankMarketing.com
About Lee & TopRank Marketing
Attract – Engage – Convert
Overall trends in contentEmerging consumer driven model Web content success storiesContent marketing "A-Team”Future growth opportunities
Image Source: Shutterstock
Ubiquitous Connectivity
Create
Consume
Publish
Interact
Transact
Source: Ericcson, 2011
2020
51% of all time on the web is content consumption.
(AOL/Nielsen 2011)
99% of Marketers have used at least one content
marketing tactic. (Content Marketing Institute/Brandpoint 2012)
60% will increase spend on content marketing.
(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
Content Distribution Channels
Source: Outbrain – State of Content Marketing 2012
96% Social Media
Paid Search
76% Display Ads
69% SEO
33% Email
78%
63% of US Internet users use search engines daily
eMarketer Aug 2012
81%Perceptions
Are InfluencedWeber Shandwick 2012 89%
Use Search for Purchase
Fleishman-Hillard 2012
CPG Company:96 search phrases.
Most are brand terms.
Fabric Retailer:4,419 phrases.Broad category & brand terms.
Content
SocialSEO
Traditional ApproachRed
Widget
Features & Benefits
Advertising Direct MailPR Email White Paper
Persona“Jane Exec”
Influences CEOGoals: Fast,
Save $, Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacyinterest
Byline PPC
Email Offer
Locator
Tips Articles
Newsletter
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Article
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Modern Model forContent Marketing
Fast
Source: First 10 / Smart Insights
30 Content Marketing Tactics Article Marketing Advertorial Blogging Case Studies Crowdsource Curate Digital Newsletters eBooks Email Interactive Games Images & Infographics Interactive Tools Microsites Mobile Applications Mobile Content
News Release Online Magazines & Apps Podcasts Print Magazines Print Newsletters Real-World Events Research & Surveys Social Content Teleclass & Telecasts Traditional Media Videos Virtual Conferences Webinars Wikis White Papers
Blog Post: tprk.us/30cmtactics
PreferencesPain PointsBehaviors
Search &Social Data Sources
EditorialCalendar, Repurpose
Social & SEONetworking, PR, Linking
AudienceSegments
Needs & Goals = Topics
What stories will connect you?
Make it easy to find & share
awareness consideration purchase retention advocacyinterest
Content Marketing Process
Successful Companies
Source: Content Marketing Institute
Cool! We’ll
interview CMW
speakers
And make an e-book
for attendees.
10 Long Form Interviews
Topical Matrix:B2BEnterpriseSMBToolsWin budgetDefinition
Planned Repurposing
EnterpriseSMBToolsB2BWin budget
B2BEnterpriseSMBToolsWin budget
EnterpriseSMBB2BToolsWin budget
EnterpriseSMBToolsWin budgetB2B
Top 10 B2BTactics
B2BEnterpriseSMBToolsWin budget
ToolsB2BEnterpriseSMBWin budget
B2BEnterpriseSMBWin budgetTools
B2BToolsEnterpriseSMBWin budget
Top 10 Content Marketing Tools
Individual Thought Leader Interviews Articles
Promotions:SlideshareEmbedded in Blog PostEmail broadcastTwitterFacebookFlickrPinterestLinkedIn updateLinkedIn InmailsCustomized emails to participantsPre-written tweets
Initial Results (6 Days)
43,000+ views on Slideshare1,000+ PDF downloads
5000+ visits of full interviews3,300+ Retweets200+ Facebook “likes”130 G+100+ inbound links
Content Marketing A-TeamContent Marketing “A-Team”
Image Source: Shutterstock
Dream Team• Chief Content Officer• Managing Editor• Writers, Sources• Content Design• SEO• Social Marketer• Online PR• Social Listening/Analytics
Source: Managing Content Marketing (Pulizzi, Rose)
But We Don’t Have Budget For That!
1. Editor/Writer2. Designer3. Social SEO
Growth Areas in Web & Content Marketing: Integration: Owned, Earned, Paid &
Shared Media Dedicated in-house content marketing
resources Web + smartphones & tablets Boom in visual content & media Big data, social data, automation, tools,
real time data, did I mention data?
Content Marketing Maturity
Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group
Make a commitment. And grow.
Takeaways
• Content powers the web & the web powers your business. Are you powering content?
• If your content is poor, then so will you.• Start learning modern models of web content
marketing. Now.• Stand, Stretch and Walk.• Get help if you need it.
TopRankMarketing.comTopRankBlog.com
Thank You!
OptimizeBook.com
Consulting – Speaking – Partnerships 1-877-872-6628