10 Ways to Create Engaging ContentThe document provides an overview of a digital marketing event that discusses content marketing. Some specific topics that could be explored in detail include:- Defining content and content marketing - Understanding customer personas and buyer journeys- Conducting a content audit of existing materials- Developing an editorial calendar for content creation- Measuring the success of a content marketing strategy- Ways brands are using content to build trust with customers- Best practices for creating content customers will engage withThe title "TITLE 10 Ways to Create Engaging Content
How to Use LinkedIn to Transform your B2B Marketing
Similar to 10 Ways to Create Engaging ContentThe document provides an overview of a digital marketing event that discusses content marketing. Some specific topics that could be explored in detail include:- Defining content and content marketing - Understanding customer personas and buyer journeys- Conducting a content audit of existing materials- Developing an editorial calendar for content creation- Measuring the success of a content marketing strategy- Ways brands are using content to build trust with customers- Best practices for creating content customers will engage withThe title "TITLE 10 Ways to Create Engaging Content
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Similar to 10 Ways to Create Engaging ContentThe document provides an overview of a digital marketing event that discusses content marketing. Some specific topics that could be explored in detail include:- Defining content and content marketing - Understanding customer personas and buyer journeys- Conducting a content audit of existing materials- Developing an editorial calendar for content creation- Measuring the success of a content marketing strategy- Ways brands are using content to build trust with customers- Best practices for creating content customers will engage withThe title "TITLE 10 Ways to Create Engaging Content (20)
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10 Ways to Create Engaging ContentThe document provides an overview of a digital marketing event that discusses content marketing. Some specific topics that could be explored in detail include:- Defining content and content marketing - Understanding customer personas and buyer journeys- Conducting a content audit of existing materials- Developing an editorial calendar for content creation- Measuring the success of a content marketing strategy- Ways brands are using content to build trust with customers- Best practices for creating content customers will engage withThe title "TITLE 10 Ways to Create Engaging Content
1. *Conditions apply
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2. Content Marketing
‘The only marketing that’s left’
IDM Digital Marketing Show
28th November 2013
www.theidm.com
3. Your speakers today
Geraint Holliman
Director of Strategy &
Planning and Head of
Content Marketing,
DirectionGroup
Eoin Rodgers
Tactical Planner,
DirectionGroup &
Member of the IDM
Speaking Faculty
3
4. Questions we’re going to try to
answer today
• What actually are ‘content’ and ‘content
marketing’?
• How does content marketing build customer
trust?
• How to make your content 'epic'?
• Who are the brands that are making content
marketing work?
• Why did Seth Godin call it 'the only marketing
that's left'?
4
5. 94%
64%
60%
Of UK marketing professionals use content marketing
Of UK marketers are planning to increase their
content marketing budget in 2014
Of senior UK marketing professionals believe
that in future brands will be built by aligning
themselves with engaging content
Sources: Content Marketing Institute/ DMA - The State of Content
Marketing in the UK 2013, Marketing Week 2013
5
6. Content Marketing has been around
a long time (1895 actually)
1.5 Million subscriptions
14 languages
Source: http://www.deere.com/wps/dcom/en_US/industry/agriculture/our_offerings/furrow/furrow.page
6
8. What is Content ?
“Any information provided by
a brand in a format which is
relevant, compelling and
timely to the audience’s
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)
8
9. Why does content matter?
BECAUSE
HAS MADE IT SO
Google turns content into currency!
–
–
–
–
–
Content drives reach – builds awareness
Customers seek it
Content aids learning, decision making and purchase
Content fuels social media marketing
Content facilitates the “inbound” effect
9
10. Inbound versus Outbound
communications
Inbound 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 Baer
http://scrapcationgetaway.blogspot.co.uk/
We live in an opt-in world
Customers seek you out because of the
quality of the information you offer to help
them make better decisions.
CONTENT IS THE WORM ON
THE INBOUND HOOK
10
11. What content isn’t
• Me! Me! Me!
• Just brochureware
• Full of overt selling messages
• Same old story in a different format
• Necessarily unique every time you communicate
11
13. How do we make our content
epic, awesome or remarkable?
According to the content mavens content must be:
• “Great” (Pulizzi & Barrett 2008),
• “Awesome” (Handley & Chapman 2011)
• “Remarkable” (Halligan & Shah 2010)
The answer is……..don’t
14. Qualities of great content
RELEVANT
COMPELLING
TIMELY
Is your content so valuable that customers would pay for it?
14
15. Think: unanswered questions
• Does your content help customers make a
better decision?
• Ask yourself: What questions do my
customers have which are going unanswered?
• Your content should answer those questions
15
16. 20 great ways to kill buffalo with big stick
#UggBigStickEmporium
WHAT IS CONTENT
MARKETING?
16
17. Firstly, why content marketing?
“Nobody cares about what
your company does. Nobody
cares about your products.
Nobody cares about your
services. They want to know is
what YOU can do for THEM”
David Meerman Scott
17
18. What 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.’
(Holliman 2013)
By the use of:
Original content
Curated content
Licensed content
DRIVING
PROFITABLE
CUSTOMER
OUTCOMES
User generated content
Interactive content (tools)
18
20. Content doesn’t sit in a vacuum
CONTENT
Blogs, videos,
ebooks, white
papers, podcast,
infographic, etc
SEO
SOCIAL MEDIA
On-page/off-page
link building
keyword analysis
Twitter, LinkedIn,
forums
blogs, portals
It needs to be integrated with other marketing
activities
20
22. “If you can deliver content
that your prospects find
interesting and informative
and entertaining, they’ll see
you as a trusted source of
information - an adviser”
Handley & Chapman , ‘Content Rules’, 2010
22
23. Trust in B2B relationships
By helping customers make a
better decision through
content which seeks to
help not hype
Content builds trust in the
brand
Trusted brands then become
the ‘authority’ and thought
leaders in the market space
Thought leadership is earned
by actions
Shared Values
Nonopportunistic
behaviour
TRUST
Interdependence
Quality
communication
Peppers & Rogers, ‘Managing Customer
Relationships’, 2011
23
24. Image: gapingvoid.com
Think like a PUBLISHER not and advertiser
• Be ‘helpful’ (Jay Baer, ‘Youtility’ 2013)
• Think ‘subscribers’ not ‘customers’
• Is your content so good customers would pay for it?
24
25. “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.”
Joe Pulizzi & Newt Barrett , ‘Get content, get customers’, 2009
25
26. But let’s be clear here…..
• Yes, you’re in the publishing business, but only
as a means to an end.
• It’s about OUTCOMES, not eyeballs
• “Work backwards to make your content
marketing program a driver of revenue, not
just page views.”
Jay Baer, “The NOW Revolution” 2011
26
27. 4 steps to content marketing
success
1. Build a clear understanding of your customers
2. Audit your current content and map to the
customer journey
3. Create an editorial calendar
4. Set your success criteria
Content is an approach, NOT a campaign
28. The role of content in the buying
process
60%
of B2B buying decisions are being investigated,
evaluated and compared BEFORE the selling brand
is even contacted (and this figure is rising)
87%
Source: SiriusDecisions/Harvard Business Review, July 2012
of B2B purchasers say that content has an moderate or
major impact on vendor selection
Source: CMO Council 2013
29. Content throughout the buying journey
Our task
Loosening
Changes
of the
over time
Status
Quo
Committing
Recognition
to Change
of needs
Early stage
awareness
Awareness and
early need
identification
Press/online
advertising
Videos
Event
attendance
Web presence
Activity
Search & social
Analyst reports &
white papers
Owned Research
Industry bodies &
associations
Testimonials
Analyst reports
Our own events &
webinars
White papers &
guides
Social media
listening &
participation
Vendor Selection
Solution
Education
Defining
Problem
the
defined
problem
Influence how
they define
their problem
and solution...
Case study
videos
Exploring
Evaluate
Possible
options
Solutions
Committing
to a
Solution
Demonstrate we have the most
compelling proposition
Case studies
Word of mouth
(Advocacy)
ROI aides
Campaign
microsites (pURLs)
Recommendations and
references
Tailored product
proposition
Formal sales presentations
Peer Forums
Practical ‘how to’ guides
Justifying
the
Decision
Close the sale
and maximise
the value of the
deal.
Making the
Selection
Ensure seamless
customer onboarding – max.
time to value
Competitive
analysis
Welcome
packs
ROI calculator
‘Get the most
from’ guides
SALES
ENABLEMENT:
-Apps
- Flipbooks
- Training
- Battle cards
-Sales
presentation
Customer
portal – and
community
User group
events
Newsletters
Targeted ads
Press/PR
Thought
leadership
content
29
31. Understand what content you
already have
• How well have you addressed the personas with previous
content?
• Audit helps identify holes and how to be repurposed.
• Who owns the content? How is it updated?
• What unanswered questions did it answer?
• Gather all your previous content into one location
• THINK: what is genuine content and what is just sales B.S.?
Type of
content
Topic covered Buyer
persona
Leads/
customer
Dates created
31
32. The
Content
Wheel
of Love
News
item on
website
Email to
subscrib
er base
White
paper on
website
Article
marketing
site
Webinar/
ebook
Press
release
to offline
Tweet
Video on
website/
YouTube
Facebook
CONTENT
FORMATS
3 minute
interview
on
Podcast
Audio
Video
Text
Interactive
LinkedIn
Blog
post
10-slide
slide
share on
website
Banner
ads
Affiliate
sites
Newsletter
item
Infographic
Submit
article to
trade
mag
eMail
footer
Create a
wiki
32
33. I don’t 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 have
• 5. Monitor search keywords. What keywords are people using when they land on your blog
• 6. 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. How—to content. Any type of content that helps someone create something or solve a problem has value for others
• 13. 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 community
• 15. Dig in the archives. lf you've been creating content for a while, what have you done that you might revisit or update? 1
• 16. 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 penn’th. 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 after—hour 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 sort
• 25. Curate from elsewhere, too. Curating content & news from several must-read sources to a
central location helps create a valuable destination site for readers.
33
34. The 4 types of content success
measure
Consumption
Sharing
Lead Gen
Sales
http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics
34
37. Case Study - River Pools
•
•
2008 a tiny, regional pool installer
“What questions do my customers
have unanswered?” blogposts
“My 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 ,CEO
•
Blogpost, videos and an ebook
‘How to buy a pool – without
getting ripped off’
•
Despite recession now has 5%
market share (USA)
37
38. Case study - Will it Blend?
BEFORE
•
Blendtec - struggling blender manufacturer
•
Declining share, big competitors
•
Great product + Weak branding = Weak Sales
October 2006
•
Emailed customers ‘What should we blend?’
•
Video camera + one white coat
•
CEO Tom Dickson presents
2013
•
180 videos
•
294 millions Youtube views
•
700,000 subscribers to YouTube channel
•
They only tweet and facebook their videos
•
700% increase in retail sales solely due to videos
http://www.youtube.com/user/Blendtec
38
39. Makeitsocialltd.wordpress.com
The end of Interruptive Marketing as we know it
“The 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 Godin
39
40. “Content is the only marketing left”
Seth Godin
“Content marketing is the future
of marketing”
Prof Don Schultz
CMW 2013
40
42. *Conditions apply
Digital Marketing Show
Special Offer…
10% off selected IDM training courses!
Go to theidm.com/academyoffer for more details
theidm.com/training
twitter.com/theidm
facebook.com/theidm
theidm.com/idmlinkedin