how content marketing is changing everything by maggie fox
DESCRIPTION
SAP Social Media Day 2012 (#SMW12) presentation by Social Media Group Founder & CEO Maggie Fox on "How content marketing is changing everything".TRANSCRIPT
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HOW CONTENT MARKETING
@maggiefox
Founder & CEO, Social Media Group
is changing everything
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Present state of marketing:
your biggest challenge
What’s holding you back?
Four steps to earning attention
and delivering results
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Present state of
marketing
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No filters
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No filters
+
Low barrier to entry
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No filters
+
Low barrier to entry
=
High noise:signal
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That last point is probably the
most significant…
…62% of advertisers feel that
traditional TV ads are NOT AS
EFFECTIVE AS THEY USED TO BE.
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“Old” media companies are
feeling similar PAIN…
…More than 50% of US print
advertising has DISAPPEARED
since 2005.
TV viewership is at
1990 LEVELS.
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It’s not because
ads suddenly broke
or newspapers got
boring. The issue is
fragmentation of
attention.
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You now have to earn
attention
in a billion-channel
universe
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quality, aligned
highly targeted
earn
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non-blogging social media (79%)
article posting (78%)
in-person events (62%)
e-newsletters (61%)
case studies (55%)
blogs (51%)
white papers (43%)
webinars/webcasts (42%)
What content marketing looks like:
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How do you get there
from here?
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Step 1
Listen to your market
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Typical sales funnel
1. Awareness
2. Opinion
3. Consideration
4. Preference
5. Purchase
Step 1
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Sample sales funnel from a content
perspective
1. General/adjacent topics
2. Solution-based
content
3. Case Studies
4. Customer
stories/testimonials
5. Product
information
Step 1
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Sample sales funnel and the “3B’s”
1. General/adjacent
topics
2. Solution-based
content
3. Case Studies
4. Customer
stories/testimonials
5. Product
information
Borrowed
+UGC: enabled and
harvested – at scale
Step 1
Bought
Built
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Step 2
Build the framework
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Step 2
Umbrella Topic
Theme #1
- Subthemes
Formats
Distribution • Earned • Owned • Paid
Theme #2
- Subthemes
Theme #3
- Subthemes
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Make good content.
Step 2
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Content: What can it look like?
Step 2
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Content: What can it look like?
Step 2
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Be the right thing,
in the right place,
at the right time.
Step 3:
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Your paid placement appears as a
story item within the organic river
of Digg news, with a small
“sponsored by” link.
Distribution: Digg.com
Step 3
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It’s a syndicated content
recommendation engine that reaches
300 million people a month.
Distribution:
Outbrain.com “Outloud”
Step 3
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Case Study: Financial Services
1,293,347 clicks from 445,250,000
impressions (CTR of 0.290%)
Average cost per click (CPC) $0.13,
and CPM of $0.36
950 business leads generated
(0.07% conversion rate)
6,383 pieces of branded content
downloaded (0.5% conversion rate)
400% increase in conversions
within 3 months
Cost per sale well below CPS from search or PPC
Results:
1.
2.
3.
4.
5.
6.
Step 3
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1. 0.3% CTR
2. Total impressions: 8.6mm
3. CPC of $.14/CPM of $.42
4. 400% increase in channel subscribers
Case Study: SAP Business One
Goal: traffic/awareness
Step 3
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Listen to your data Step 4
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METRICS
1. High Quality Content
• Optimized for digital
• Entertainment quality or highly
targeted (Earned Media or
Owned Media)
What is your data telling you?
Step 4
3. Engagement
Traffic “Converse or
Convert”
2. Platforms
Paid Placement, delivered
to audiences actively
consuming relevant
editorial content
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Understand your “3B’s”
Start at the start: listen to your
audience
Develop your framework
Listen to your data: test/iterate/refine
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HOW CONTENT MARKETING
@maggiefox
Founder & CEO, Social Media Group
is changing everything
Thanks.
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Images sources:
Slide #1: www.flickr.com/photos/library_of_virginia/3596005520/
Slide #9: ©iStockphoto.com/-Antonio-
Slide #11: http://www.flickr.com/photos/george_eastman_house/3123696152/