digital edgeucation autumn - thinking beyond your blog

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