content marketing and the digital dinosaurs

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Content Marketing



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By the end of this story, you’ll know:

• What ‘content marketing’ is

• Why it’s so important

• What iProspect offer



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But first, let’s talk about the media landscape!



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No one’s watching TV anymore.*

*Business Insider, 2015



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…and when we are watching TV, we’re

multi-screening or fast forwarding ads.

*Oztam, 2015



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…and we’re starting to see a similar

picture online.



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In Australia, 18% of people use ad blockers*

*The Australian, 2015



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If you’re not blocking ads, you’re definitely

skipping past them (94% of people are!)*

*iMedia Connection, 2013



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In fact, you’re more likely to

be struck by lightening than to

click on a banner ad.*

8 *That’s 0.06% according to ….., don’t worry, neither are very high.



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So what’s a brand got to do to get a click

around here?!



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“Content marketing is the only

marketing left.”

Seth Godin



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In a world of blocking, skipping, deleting and

unsubscribing, consumers will only tolerate

marketing which is useful or valuable to them.



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Wait… What even is content marketing?!



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Content marketing is the technique

of creating and distributing relevant

and valuable content to attract,

acquire, and engage a clearly defined

and understood target audience -

with the objective of driving

profitable customer action.*

*Content Marketing Institute



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Microsites

Guides

Visual

Interactive User-

generated

Videos

Articles

Whitepapers

Some types of

Content Marketing



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Alright, I get what it is, but what’s so

special about it?



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Well firstly, it doesn’t work by ‘interruption’.

It is the thing people want to pay attention to!



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Good content is a value-adding service, building your

brand and creating a loyal audience.



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What’s more, you’re not paying for a burst of activity.

Content will keep existing on your site and delivering

value over a long period.



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But that’s not all, folks!



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Content gives permission to speak to your

audience much earlier in their journey.



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Content is the fuel for

other digital channels.



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Content and SEO are 2 Sides of same coin.



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What do you talk about on social channels

without having content?



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And perhaps most importantly…



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ROI is higher than for traditional channels!*

Smart calls-to-action will push audiences down the

funnel to lead generation and purchase.

*HubSpot State of Inbound, 2014



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And what’s more, just

like for other digital

channels, we can

accurately track and

measure content’s

performance!



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The ‘Cut-out-and-keep’ Case for Content

Content works at the beginning of the customer journey… (Awareness)

…and at the end (Sales)

Content builds brands (Advocacy)

• Good content gives a brand permission to speak to audiences much earlier in their journey.

• The fuel for all other digital channels: - Essential for SEO and traffic growth. - Necessary for social.

• Content ROI is higher than for traditional channels.

• Smart calls to action will

push audience down the funnel to lead generation and purchase.

• We can accurately track and measure performance.

• Doesn’t work by ‘interruption’, it is the thing people want to pay attention to! Giving you a more engaged audience.

• Good content is a value adding service, creating a loyal audience.

• Content will keep existing on your site and delivering value over a long period.



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Conclusion:

If you're a smart long term thinking marketer,

you'll invest in content.



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Here are some smart brands that have invested in content:



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But let’s be honest, the secret is well and truly out.

Everyone’s doing it.



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• Creative agencies

• SEO agencies

• Social agencies

• Publishers

• Internal marketing teams

No really, everyone...



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But not everyone is doing it well.



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So what makes iProspect different?



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We call it ‘Intelligent Content’!



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1) We’re data-driven.

Through in-depth research into audience, brand and

industry, we’re targeting the right audience with the right

content for them.



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2) We’re against fluff.

We know it takes a village to create great content,

we have a wealth of creative and editorial talent

both internally and in the Dentsu network.



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3) We’re experts in SEO.

Everything we create has search optimisation in

mind from the start.



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4) We’re smart about targeting.

We write amplification strategies that get your content in

front of the right people.



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5) We have a rigorous performance focus.

We set clear objectives (in line with overall

marketing objectives) and measure results.



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In other words, we’re not producing more fluff and clutter

that doesn’t cut through or produce results.



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So what do we offer our clients?



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Sector Research

• Keyword Research

• Setting objectives

and KPIs

• Calendar Planning

• Ideation

• Production and

Development

• Management of

Owned Channels

• Paid – Search, Social

and Amplification

• Earned - Blogger and

Publication Outreach

• Sales/ROI

• Engagement

• Ranking/SEO

iProspect’s Content Offering

Research

&

Strategy

Content

Creation

Amplification/

Distribution Measurement



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Join us on our mission!

To cut through the content clutter and create intelligent

content you can be proud of! …Creative ideas, produced

with excellence, that exceed objectives.



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“Content Marketing and the Digital Dinosaurs”

by:

Frances Deighton

Content Director at iProspect, Sydney

@franny_dee

[email protected]