ratio partners - planning an optimised content strategy
TRANSCRIPT
ratiopartners.co.uk
Planning an
optimised content strategy
Mario Kyriacou, Managing Partner
Ratio
24th August 2016
ratiopartners.co.uk
Something about RATIO
The
difference
We believe
Insight, testing and optimisationis key to success
Digital strategy Digital campaigns
Web development Sitecore best practice
Continuous testing
and personalisation
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Value of content marketing
Keep your brand front and centre
Build and nurture
relationships Content allows brands to differentiate their offering
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$118.4 billion will be spent on content marketing, video marketing and social media in 2013. (eMarketer)
Blogs give websites 434% more indexed pages and 97% more indexed links. (Content+)
79% of B2B marketers use content marketing to achieve brand awareness goals. (Content Marketing
Institute and Marketing Profs)
Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Hubspot)
Interesting content is one of the top 3 reasons people follow brands on social media. (Content+)
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How people engage with content
Desktop Mobile Apps
Tablet Email Social
3rd party sites
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Content types
Infographics Photography
ebooks Podcasts
Blogs Videos
Articles Whitepapers
Webinars Newsletter
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*Content is everywhere
but an optimised content strategy is
focused on
attracting an audience which you
own, build and optimise
to achieve your marketing objective
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Ask yourself
How do we engage with our audience?
Do push sales/product message to customers?
Are we reactive with our content creation?
Do we target the same content to our entire
audience?
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Develop content marketing KPIsKPIS SHOULD MEASURE BOTH:
• CUSTOMER ENGAGEMENT E.G. CUSTOMER INTERACTION WITH CONTENT
• IMPACT ON SALES, REVENUE AND THE BUSINESS
Soft metrics Hard metrics
Blog sign ups
Impact on business
Newsletter signs ups
Video views
Time on page
Bounce rate
Social shares
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How to define the types of content to create
and optimise
Build relationships
Industry benchmark
Analytics review
Content audit
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Deliver a seamless content experience
Digital channels
Website
Social
Search
Mobile/App
In-store
Call center
Video
Display
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Content matched to each visitor
Technology
•Marketing automation
•Personalisation tools
•Web, social and email analytics
Automate and
personalise
•Hypertargeting
•Deliver relevant content
Audience segments
•Treat each segment differently
•Remember visitor choices and preferences
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Takeaways from session
1. Map how customers currently interact with your content
2. Move away from reactive content creation
3. Content should be mapped against the customer journey
4. Profile your customers to better serve them
5. Leverage technology to deliver content across channels
6. Measure the impact of content on the business
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Q & A
Get in touch with Mario Kyriacou:
www.linkedin.com/in/mariokyriacou
@mario_kyriacou
www.ratiopartners.co.uk
Next webinar:
How to build an agile marketing team
Wednesday, 31st August
2pm GMT
http://digitalsummit.ratiopartners.co.uk/