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Content Marketing The only marketing thats leftMMC Learning 15th NOVEMBER 2013DIGITAL MASTERMINDSSponsored byGet Qualified in Digital MarketingMasters in Digital Marketingwww.digitalmarketingmsc.com Diploma in Digital Marketingwww.DiplomaInDigitalMarketing.com DIGITAL MASTERMINDSSponsored byYour speaker today3Geraint Holliman Director of Strategy & Planning and Head of Content Marketing at integrated agency, DirectionGroup. A practising content marketer, content strategist and author of the forthcoming academic paper Content Marketing: B2B marketers perceptions of best practice. Geraint is a Content Marketing, Brand and Marketing Strategy trainer worldwide.

DIGITAL MASTERMINDSSponsored byQuestions were going to answer todayWhat are content and content marketing?How content marketing works?Why is content marketing compared to publishing?What are the key elements of a content marketing strategyWhat approach to take in evaluating content marketing

4DIGITAL MASTERMINDSSponsored by94%Of UK marketing professionals use content marketing 60%Of UK senior UK marketing professionals believe that in future brands will be built by aligning themselves with engaging content64%Of UK marketers are planning to increase their content marketing budget in 2014Sources: Content Marketing Institute/ DMA - The State of Content Marketing in the UK 2013, Marketing Week 2013DIGITAL MASTERMINDSSponsored byYou cant go anywhere without seeing content marketing

Oracle buy CompendiumGoogle search content marketing 667millionGoogle search content 4 billion results

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History of content20 great ways to kill buffalo with big stick #

http://www.dreamstime.com/royalty-free-stock-photo-hand-painting-aboriginal-rock-art-kakadu-image5894845http://www.timothystephany.com/stone.htmlDIGITAL MASTERMINDSSponsored byContent Marketing has been around a long time (1895 actually)

Source: http://www.deere.com/wps/dcom/en_US/industry/agriculture/our_offerings/furrow/furrow.page7DIGITAL MASTERMINDSSponsored byBut how can content marketing drive revenueThe idea ofcontent marketingis to attract and retain customers by creating and curating relevant and valuable content.

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The end of Interruptive Marketing as we know it60% of B2B buying decisions are being investigated, evaluated, compared BEFORE the selling brand is even contacted Source: Harvard Business Review Jul/Aug 2012Makeitsocialltd.wordpress.comThe notion of marketing to your customers by repeatedly interrupting them with advertising or other marketing messages is simply not enough any more - the web has changed the rules Seth Godin9DIGITAL MASTERMINDSSponsored by60% of B2B buying decisions are being investigated, evaluated, compared BEFORE the selling brand is even contacted (Source: Harvard Business Review Jul/Aug 2012)The end of interruptive marketing as we know it (Seth Godin)The broadcast model is broken

9What is Content?DIGITAL MASTERMINDSSponsored byNobody cares about what your company does. Nobody cares about your products. Nobody cares about your services. They want to know what YOU can do for THEM David Meerman ScottMSc interview, Manchester Met University, Jan 2013Firstly, why content marketing?11

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What is Content ? Any information provided by a brand in a format which is relevant, compelling and timely to the audiences needs at the point at which they engage with it and that does not overtly seek to sell the brand or its products(Holliman 2013)Its not simply offering product information in a new or different format

12DIGITAL MASTERMINDSSponsored byAnything created and upload to a website: the words, images or other things that reside here. Handley & Chapman Content Rules 2011

How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and , ultimately, motivating a change In behaviourPulizzi & Barrett 2008

121313The Content Wheel of LoveDIGITAL MASTERMINDSSponsored byWhy does content matter?Google turned content into currency!Content drives reach builds awarenessConsumers seek itContent aids learning, decision making and purchaseContent fuels social media marketingContent facilitates the inbound effect

BECAUSEHAS MADE IT SO

14DIGITAL MASTERMINDSSponsored byContent is the worm on the Inbound marketing hookInbound Marketing The process of creating text, audio, video and other online assets and optimizing them to appear when prospective customers are ready to pull the trigger on a purchase - Jay BaerCustomers seek you out because of the quality of the information you offer to help them make better decisions.

http://scrapcationgetaway.blogspot.co.uk/15DIGITAL MASTERMINDSSponsored byWhat content isntJust about your productNot just your brochureware uploaded to your siteFull of overt selling messagesThe sole responsibility of just one personNecessarily unique every time you communicate

16DIGITAL MASTERMINDSSponsored byWhat makes content great?RELEVANT to the audience and its needs from the brand COMPELLING in that it encourages the recipient to engage further with the brand by undertaking a subsequent action such as download further content or contact the brand directly, and TIMELY because it is delivered to the audience at the time that is most appropriate to where they are in their purchase consideration process.(Holliman 2013)Content so valuable people would pay for it17DIGITAL MASTERMINDSSponsored byUnanswered questionsDoes your content help customers make a better decision?Ask yourself: What questions do my customers have which are going unanswered?Your content should be answering those questions18DIGITAL MASTERMINDSSponsored byIf you can deliver content that your prospects find interesting and informative and entertaining, theyll see you as a trusted source of information - an adviserHandley & Chapman , Content Rules 201019DIGITAL MASTERMINDSSponsored byWhat is Content Marketing?DIGITAL MASTERMINDSSponsored byWhat is Content Marketing? Content marketing is a technique for creating, distributing and sharing of relevant content to engage customers with brands at the appropriate point in their consideration processes such that it encourages them convert to a business building outcome.

By the use of:Originated contentCurated contentLicensed contentUser generated contentInteractive content (tools)

DRIVING PROFITABLE CUSTOMER OUTCOMES21DIGITAL MASTERMINDSSponsored byBasicallycommunicating with your customers and prospects without selling 21

Content is king 22...but context is God.Gary Vaynerchuk, NY Expo 2012

DIGITAL MASTERMINDSSponsored bySEOOn-page/off-pagelink buildingkeyword analysisSOCIAL MEDIATwitter, LinkedIn, forumsblogs, portalsCONTENTBlogs, videos, ebooks, white papers, podcast, infographic, etc

It needs to be integrated with other marketing activitiesPoll 1 Content doesnt sit in a vacuum23DIGITAL MASTERMINDSSponsored by

http://www.toprankblog.com/2011/10/great-content/

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Content is the only marketing left Seth Godin25Content marketing is the future of marketing Prof Don Schultz at CMW 2013

DIGITAL MASTERMINDSSponsored byCase Study - River Pools2008 a tiny, regional pool installerWhat questions do my customers have unanswered? blogpostsMy goal is to give more valuable, helpful and remarkable content to consumers than anyone else in the field, which will in turn lead to more sales Marcus Sheridan ,CEOBlogpost, videos and an ebook How to buy a pool without getting ripped offDespite recession now has 5% of USA market share

26DIGITAL MASTERMINDSSponsored byCase study - Will it Blend? BEFOREBlendtec - struggling blender manufacturerDeclining share, big competitorsGreat product + Weak branding = Weak Sales

October 2006Emailed customers What should we blend?Video camera + one white coat CEO Tom Dickson presents

2013180 videos 294 millions Youtube views700,000 subscribers to YouTube channelThey only tweet and facebook their videos700% increase in retail sales solely due to videos

http://www.youtube.com/user/BlendtecDIGITAL MASTERMINDSSponsored byWhy is Content Marketing being compared to publishing?28DIGITAL MASTERMINDSSponsored byThink like a PUBLISHER not and advertiserBe helpful (Jay Baer, Youtility 2013)Think subscribers not customers Is your content so good customer would pay for it?

Image: gapingvoid.com29DIGITAL MASTERMINDSSponsored byThink like a publisher not an advertiser: create content that people will want to consume and share not Successful publishing is all about the reader. . .your customers. If you are not solving their pain points with relevant and compelling content, you are adding to the noise, the clutter. PulizziNot interruptive marketing that sends messages that you want to TELL them rather than engage with themCreate exceptional content that people will want to share29Successful publishing is all about the reader. . .your customers. If you are not solving their pain points with relevant and compelling content, you are adding to the noise, the clutter.

Joe Pulizzi, Get content, get customers, 200930DIGITAL MASTERMINDSSponsored by

A story is a narrative about a character dealing with some obstacle to achieve an important goal Jim Signorelli, Storybranding 2012The best content tells a story about your brand: Storybranding Kendall Haven (NASA) from 300 sources distilled -Story proof: the science behind the startling power of the story 31DIGITAL MASTERMINDSSponsored byBut lets be clear here..Yes, youre in the publishing business, but only as a means to an end. Its about OUTCOMES, not eyeballsWork backwards to make your content marketing program a driver of revenue, not just page views.Jay Baer, The NOW Revolution 201132DIGITAL MASTERMINDSSponsored byWhat are the key elements of a Content Marketing strategy?33DIGITAL MASTERMINDSSponsored byCMI 2013 CONTENT MARKETING SURVEY93% of companies say they are doing some kind of content marketing in 201353% say they are going to spend more on content marketing in 2013Only 34% say they have a specific plan for content marketingConclusion? Most brands are playing at content marketingYOU MUST HAVE A STRATEGY!!!

Source: CMI 2013 Content Review34DIGITAL MASTERMINDSSponsored byPut content at the heart of your future marketing strategyContent drives results from SEOShareable content drives awareness for your brandFor most companies a change to a content-led marketing strategy is a big askIts not the way marketing has been done to dateIts NOT just product specs recycled as contentThink content culture not content campaign

35DIGITAL MASTERMINDSSponsored byCONTENT STRATEGY36

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Build a detailed picture of themWho are ideal customers and prospects?Concerns, needs and interests?Where are they in the buying cycle?Influencer or purchaser?Develop buyer personas

37DIGITAL MASTERMINDSSponsored byPersonas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns

DONT BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity. Guy Kawasaki

37Content Strategy

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How well have you addressed the personas with previous content?Audit helps identify holes and how to be repurposed.Gather all your previous content into one locationTHINK: what is genuine content and what is just sales B.S.?

Typeof contentTopic coveredBuyer personaLeads/customerDates created39DIGITAL MASTERMINDSSponsored byPersonas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns

DONT BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity. Guy Kawasaki

39Dont push your buyers. Pull them

Blog posts, social media updateseBooks, Webinars, Industry reportsCase studies, Demos, Customer testimonialsAnalyst reports, detailed product infoBUYINGCycleNOT Selling Cycle40DIGITAL MASTERMINDSSponsored byPersonas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns

DONT BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity. Guy Kawasaki

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Its a roadmap of what content, what topics and when to use them:Create spreadsheet 6 to 12 monthsIdentify the macro moments across the yearWork back from marketing goals. How many pieces of content will you need to reach them?Populate calendar with specific publishing tasks. List for each date: topic, title, targeted persona.Note SEO keywords, stage of buying cycle the content addresses, call to action or other inbound goals addressesLook for opportunities to repurpose or reimagine42DIGITAL MASTERMINDSSponsored byPersonas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns

DONT BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity. Guy Kawasaki

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I dont know what to talk about!1. Chat with customers. Ask something like, "What's your biggest marketing challenge? Name one business goal for 2014."2. Interview luminaries. Q&A interviews with thought leaders, strategic partners, creative thinkers 3. Share real-time photos. Configure your blog to work with Flickr so that you can upload photos from industry events, meet-ups, or other gatherings. 4. Ask customer service. What are customers contacting us about? What problems do they have5. Monitor search keywords. What keywords are people using when they land on your blog6. Monitor social media keywords, too. Monitoring social conversations and trending keyword topics on Twitter, blogs, and social status updates 7. Research online. Use something like Google AdWords Keyword Tool to determine what people are searching for. 8. Trawl industry news. Share an opinion about a recent news story that`s affecting your industry or audience. 9. Get inspired by your own passions. piqued curiosity that draws in more readers. 10. Go behind the scenes. Show things that your readers or followers don't usually get to see. 11. Go to an event. Before , during and after an event, talk about what you hope to get out of it, 12. Howto content. Any type of content that helps someone create something or solve a problem has value for others13. Best practices or productivity tips. Do you have tips or tricks to be more effective in an area? 14. Reach into your community. Create content that showcases your readers, viewers, commenters, and other active members of your community15. Dig in the archives. lf you've been creating content for a while, what have you done that you might revisit or update? 116. Invite guest posts. Give your readers or employees the chance to create a guest post for your blog. 17. Check out your competitors. What are your competitors creating content around?18. Create a regular content series. A themed series is a great way to help you create regular content. 19. Mine Facebook, Linkedln, SlideShare, and other social networks. Find a LinkedIn question you`d like to address and answer it; 20. Start a meme. A meme is simply an idea that is spread from individual to individual, culturally. 21 Offer your two pennth. Review a book, iPhone app, favourite news sites, wallpaper sources, whatever. 22. Channel your inner surly teenager. Take the opposing or contrarian view on an issue that`s on your mind or in the news, or in your industry 23. Host an event . Schedule afterhour drinks, lunch, or even morning coffee around a topic or theme and invite everyone who might want to come. Encourage people to document and share the event in whatever 24. Curate the voices of many. Are your employees creating content of any sort25. Curate from elsewhere, too. Curating content & news from several must-read sources to a central location helps create a valuable destination site for readers. 44DIGITAL MASTERMINDSSponsored byEvaluating content marketing?45DIGITAL MASTERMINDSSponsored byWhat does success look like?Common ineffective answers:Generate a lot of buzz and online conversationHaving our video go viralA-list influencers or web-celebs talking about us in positive ways

Better, effective answers:Generate at least 100 new mentions of our product on-lineHaving more than 10,000 views across all sharing platformsHaving 10 bloggers write positive postsAchieve 25 positive reviews on Amazon/ BazaarvoiceSubjective and vagueObjective and clear46DIGITAL MASTERMINDSSponsored byThe 4 types of content success measurehttp://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics47DIGITAL MASTERMINDSSponsored byContent marketing metrics48Content marketing analytics pyramid (Rose & Pulizzi 2011)DIGITAL MASTERMINDSSponsored byFor you to doIs your content just sales messaging in disguise?Consider what unanswered questions you customers have about your product/categoryWhat content would address those questions?How could you make content so valuable customers would pay for it?

DIGITAL MASTERMINDSSponsored byFurther readingContent Rules Handley & ChapmanGet content, get customers Joe Pulizzi & Newt BarrettInbound Marketing Halligan & ShahYoutility Jay BaerLaunch Mike StelznerManaging Customer Relationships Peppers & RogersPermission Marketing Seth Godin Meatball Sundae Seth GodinOptimize Lee OddenAccelerate Arnie KuennThe Now Revolution Jay BaerNew Rules for Marketing & PR David Meerman ScottTrust Agents Rogan & SmithStory Branding Jim SignorelliThe Cluetrain Manifesto Levine, Locke, Searls & WeinbergerLikeonomics Rohit BhargaviaOne to One Future Peppers & Rogers

50DIGITAL MASTERMINDSSponsored byEND 51DIGITAL MASTERMINDSSponsored byContactgerainth@directiongroup.comLinkedIn gerainthollimanTwitter geraintholliman

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