digital edgeucation autumn - thinking beyond your blog
TRANSCRIPT
Digital EDGEucationThe Autumn Edition 2015
#4PsEDGE@4PsMarketing
Think beyond your blog -Creating a smarter strategy to benefit your business.
Alicja Sliwinska & Kelly Green
#4PsEDGE@4PsMarketing
What’s the new challenge?Five tacticsBuild your baseMatch values
Integrate all channels
Introduction
Facilitate the journeyDisrupt to stand out
Key Takeaways
DO YOU…
Regularly create content?
Have an editorial strategy & calendar?
Think your content strategy works?
EVERYONE’S DOING IT
UK content marketers sayproducing engaging content is their top challenge
BUTAre more confident about their effectiveness than Americans &
Australians*Statistics from Content Marketing Institute & DOMO
78% of UK marketers creating more content than in 2014
26% average of marketing budget spent on content
64% of organisations plan to increase budget within 12 monthsIn 2
015
1.8 billion+ photos uploaded & sharedD
ay 58% of UK marketers
publish new contentWee
k72 hours of videouploaded to YouTube M
inut
eEVERY:
CONTENT BECOMES NOISE
WHAT’S THE NEW CHALLENGE?
HOW DO YOU CUT THROUGH THE NOISE?
5 TACTICS FOR SMARTER CONTENT
BUILD YOUR BASE
MAKE IT EASY TO CONVERT BY GIVING THEM ALL THE INFORMATION
Optimise existing content first
Prioritise content that directly affects conversions
HYGIENE CONTENT
MATCH VALUES
Create content hubs around values, themes & passions
HUBCONTENT
SHARED VALUES
What does
your brand
represent?
What motivates your customer?
CONNECT WITH YOUR CUSTOMERS THROUGH SHARED VALUES
Differentiate your brand from competitors
DISRUPT TO STAND OUT
Think big to capture wider audiences
HEROCONTENT
EXCITE CUSTOMERS & GRAB THEIR ATTENTION
Strategically distribute your content
FACILITATE THE JOURNEY
HERO
HUBHYGIENE
Consider customer mind-set & intent
MAKE IT SO GOOD THEY DON’T WANT TO LEAVE
Use content to drive customers through the journey
INTEGRATE ALL CHANNELS
INCREASE THE VALUE OF YOUR CONTENT & CREATE A LONG-TERM STRATEGY
Bring content into overall marketing strategy
Connect with other on- and offline channels
Consider the different ways customers find your content
Collaborate across internal & external teams
KEY TAKEAWAYSTO CREATE A SMARTER CONTENT STRATEGY:
2. Match values to set your brand apart and connect with customers
3. Disrupt to excite wider audiences
4. Facilitate the journey so they don’t want to leave
5. Integrate all channels to increase content’s value & create a long-term strategy
1. Build your content base to make converting easy
What barriers do you face?
Thank you.
#4PsEDGE@4PsMarketing