digital & content marketing in 2015
TRANSCRIPT
Digital & Content Marketing in 2015Personas, Content Production & Inbound Marketing
Presented by: Pieter S Verasdonck
: Digital Marketing Consultant
: @psverasdonck
Inbound Marketing
Solving problems…
What is Inbound Marketing?
Inbound marketing is the combination of techniques that allows you to attract visitors, convert leads, close customers, and delight promoters.
One of the greatest benefits of inbound marketing is that it’s continuous and compounding. Inbound marketing offers a profound opportunity to connect with and help your leads succeed with your product on their terms.
Using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (marketing & sales channels) at just the right times (buying cycle stages).
Back to the Future (of Search)
Source: http://moz.com/blog/the-evolution-of-search
Its still about Discovering Keywords & Producing Content
SEMRush Uses 100+ Million KWs to Discover Online Visibility
• Actionable Tip: Use SEMRush for KW Research & “Spy” how Competitors Allocate Keywords to their Content
• Types of Search Queries:Navigational, Informational, Transactional/Commercial
Source: http://www.semrush.com/blog/publications/types-of-keywords-commercial-informational-navigational-transactional/
Inbound Marketing: Modern Day Marketing Process
http://blog.gleanster.com/2014/06/03/practical-approach-inbound-marketing/
• Increasing brand awareness via content creation, search engines, and participation in social media.
• Capturing leads with attractive offers or gated content and effective landing pages.
• Converting leads to customers with lead nurturing campaigns and sales force automation.
• Analysing results, adjusting strategy and content, and applying best practices.
Source: hubspot.com
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Lead Nurturing
Unknown User
Inbound Marketing Method with Marketing Automation Solutions
Known Visitor
Content Marketing
Solving problems & Entertainment…
What is Content Marketing?
Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.
The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach.
“We’ve done our research, and we are confident we can get more business if our customers see us as leaders in our industry. To do this, we need to market high quality content that is relevant to our customers and our business. We’ll figure out what that looks like, how we’ll make it work, how we’ll know if its working and how we
will keep improving”
B2B Customers Buying Funnel Stages
Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-marketing-content-strategy
B2B Customers Buyer Lifecycle & Key Content Terms
Source: http://www.jaggedpeak.com/product/The_four_stages_of_the_buying_cycle/eCommerceBestPracticesNews
B2B Buying Process Can Be Long
Who, What, Where, How & Why
Who: Creating PersonasCustomer Profile Questions
1.) What is their demographic information?
2.) What is their “job” and level of seniority?
3.) What does a day in their life look like?
4.) What are their pain points?
5.) What do they value most? What are their goals?
6.) Where do they look for information?
7.) What experience are they looking for when shopping for your products and services?
8.) What are their most common objections to your product or service?
Source: hubspot.com
B2B - http://www.sigmawebmarketing.com/blog/bid/156636/22-Questions-to-Ask-When-Creating-Buyer-Personas
Who: Psychographics
Source: http://www.slideshare.net/psverasdonck/content-writing-for-different-personas
What :
Source: https://www.distilled.net/uploads/the-content-matrix.png
Where: Content Marketing Channels
Source: contentmarketinginstitute.com
Source: http://jess3.com/eloqua-content-grid-v2/
Why :
Team Lead – Head Of Digital Marketing
• Digital Performance Marketing Strategist (PMS)
• Content Marketing Manager (CMM)
• PR & Social Media Marketing Manager (SMM)
• SEO & Inbound Marketing Specialist (IMS)
• CRO & Analytics Manager (CAM)
• Website/Graphic Designer + Copywriters
• Traditional/Offline Marketing Team Member
How: Perfect Marketing Team
How: The Content Team
Source: https://econsultancy.com/blog/65369-introducing-the-content-marketing-team-matrix/
Customer Journey Optimisation
We are here, there and everywhere…
Google Search:Multiple opportunities
Competing Businesses
Your video could be
here or
when users click “More
videos”
Contribute for free
and or
Buy display ads
specifically on these
page
Contribute
and/or
buy a listing on the
website
Content Marketing & Retargeting Work Perfectly Together
96% of people who visit your site don't convert to a lead or sale. And 70% of people who put stuff in a shopping
cart leave without placing an order.
PerfectAudience.com Retargets: Website Visitors, Opened emails, Facebook & Twitter, etc
Source: http://moz.com/blog/remarketing-how-to-make-your-content-marketing-seo-up-to-7x-more-awesome
http://support.perfectaudience.com/knowledgebase/articles/257969-how-to-use-email-retargeting
Integrating your Marketing Channels
And helping each other out…
Working Together: Inbound & Outbound Marketing
Source: http://www.optify.net/inbound-marketing/inbound-vs-outbound-marketing
Working Together: Traditional & Digital Content Marketing
Source: http://searchenginewatch.com/article/2227499/SEO-Content-Confusion-Clarity
Working Together: Paid, Owned & Earned Media
Source: http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/
Working Together: Social Content & Paid
Working Together : Inbound Marketing & Referral Traffic
Source: http://moz.com/blog/community-the-inbound-resource-you-forgot-about
Content Goals per Channel
Source: http://www.businessinsider.com.au/google-spends-most-of-its-ad-budget-on-tv-2014-4
Thank You for Your Time and Attention
Any Questions?
Pieter S Verasdonck – SalesCycle:
Digital & Content Marketing Agency using Marketing Automation Solutions