content marketing by eoin rodgers
TRANSCRIPT
Digital Marketing Show
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Content Marketing ‘The only marketing that’s left’
IDM Digital Marketing Show
28th November 2013
www.theidm.com
Your speakers today
3
Eoin Rodgers
Tactical Planner,
DirectionGroup &
Member of the IDM
Speaking Faculty
Geraint Holliman
Director of Strategy &
Planning and Head of
Content Marketing,
DirectionGroup
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'?
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94% Of UK marketing professionals use content marketing
60% Of senior UK marketing professionals believe that in future brands will be built by aligning themselves with engaging content
64% Of UK marketers are planning to increase their content marketing budget in 2014
Sources: Content Marketing Institute/ DMA - The State of Content
Marketing in the UK 2013, Marketing Week 2013
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Content Marketing has been around
a long time (1895 actually)
6 Source: http://www.deere.com/wps/dcom/en_US/industry/agriculture/our_offerings/furrow/furrow.page
1.5 Million subscriptions
14 languages
WHAT IS CONTENT?
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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)
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Why does content matter?
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
BECAUSE
HAS MADE IT SO
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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
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
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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
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HOW TO MAKE CONTENT GREAT
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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
Qualities of great content
RELEVANT
COMPELLING
TIMELY
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Is your content so valuable that customers would pay for it?
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
WHAT IS CONTENT
MARKETING?
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20 great ways to kill buffalo with big stick
#UggBigStickEmporium
“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
Firstly, why content marketing?
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What is Content Marketing?
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‘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)
DRIVING
PROFITABLE
CUSTOMER
OUTCOMES
By the use of:
Original content
Curated content
Licensed content
User generated content
Interactive content (tools)
“Content is king…
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...but context is God.” Gary Vaynerchuk, NY Expo 2012
SEO On-page/off-page
link building keyword analysis
SOCIAL MEDIA Twitter, LinkedIn,
forums blogs, portals
CONTENT Blogs, videos, ebooks, white
papers, podcast, infographic, etc
It needs to be integrated with other marketing
activities
Content doesn’t sit in a vacuum
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HOW CONTENT MARKETING
CREATES TRUST 21
So
urc
e:
Bru
ce
Ka
san
off
“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”
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Handley & Chapman , ‘Content Rules’, 2010
Trust in B2B relationships
TRUST
Shared Values
Inter-dependence
Quality communication
Non-opportunistic
behaviour
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
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Peppers & Rogers, ‘Managing Customer Relationships’, 2011
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?
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“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.”
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Joe Pulizzi & Newt Barrett , ‘Get content, get customers’, 2009
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
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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
The role of content in the buying
process
of B2B purchasers say that content has an moderate or
major impact on vendor selection Source: CMO Council 2013
87%
of B2B buying decisions are being investigated,
evaluated and compared BEFORE the selling brand
is even contacted (and this figure is rising) Source: SiriusDecisions/Harvard Business Review, July 2012
60%
Changes
over time
Recognition
of needs
Evaluate
options Committing
to a
Solution
Problem
defined Justifying
the
Decision
Making the
Selection Changes
over time
Recognition
of needs
Problem
defined
Exploring
Possible
Solutions
Loosening
of the
Status
Quo
Committing
to Change
Defining
the
problem
Early stage
awareness
Influence how
they define
their problem
and solution...
Ac
tiv
ity
Press/online
advertising
Event
attendance
Word of mouth
(Advocacy)
Search & social
Analyst reports &
white papers
Owned Research
Web presence
Industry bodies &
associations
Press/PR
Thought
leadership
content
Awareness and
early need
identification
Campaign
microsites (pURLs)
Testimonials
Analyst reports
Targeted ads
Our own events &
webinars
Videos
White papers &
guides
Social media
listening &
participation
Case study
videos
Tailored product
proposition
Peer Forums
Demonstrate we have the most
compelling proposition
Case studies
ROI aides
Practical ‘how to’ guides
Recommendations and
references
Formal sales presentations
Close the sale
and maximise
the value of the
deal.
Competitive
analysis
ROI calculator
SALES
ENABLEMENT:
-Apps
- Flipbooks
- Training
- Battle cards
-Sales
presentation
Ensure seamless
customer on-
boarding – max.
time to value
Welcome
packs
‘Get the most
from’ guides
Customer
portal – and
community
User group
events
Newsletters
Ou
r ta
sk
Education Solution Vendor Selection
Content throughout the buying journey
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Buyer personas
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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
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CONTENT FORMATS
Audio Video Text
Interactive
White paper on website
Article marketing
site
Webinar/
ebook
Press release
to offline
Video on website/ YouTube
3 minute interview
on Podcast
10-slide slide
share on website
Affiliate sites
Infographic
Create a wiki eMail
footer
Submit article to
trade mag
Newsletter item
Banner ads
Blog post
Tweet
News item on website
Email to subscriber base
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The Content Wheel of Love
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.
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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
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WHO IS DOING CONTENT
MARKETING WELL?
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Best practice
http://contentmarketinginstitute.com/education/ultimate-
ebook-100-content-marketing-examples/
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)
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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
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The end of Interruptive Marketing as we know it
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“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
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“Content is the only marketing left” Seth Godin
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“Content marketing is the future
of marketing”
Prof Don Schultz CMW 2013
Contact
geraintholliman
/geraintholliman
41
@eoinrodgers
/eoinrodgers
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
*Conditions apply