content marketing how it works v1 - chasm ink
TRANSCRIPT
Chasm Ink – How it works
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C O N T E N T M A R K E T I N G
O V E R V I E W
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Content Marketing How does it work?
Chasm Ink – How it works 2
C O N T E N T M A R K E T I N G
H o w i t i s d o n e ?
Chasm Ink – How it works 3
C R E A T ES o m e t h i n g w o r t h t r a d i n g
I n e x c h a n g e f o r :•A t t e n t i o n
•E n g a g e m e n t
•C o n s i d e r a t i o n
•L o y a l t y
•A d v o c a c y
6 0 % o f b u y e r s a r e i n s p i r e d t o
s e e k o u t a p r o d u c t a f t e r r e a d i n g c
o n t e n t a b o u t i t
Chasm Ink – How it works 4
P R O D U C EI n s p i r i n g C o n t e n t
•V a l u a b l e
•E n g a g i n g
•F r e s h
•V a r i e d
•F r e q u e n t
•C o n s i s t e n t
•B r a n d e d
a v g . o f 1 8 c o n t e n t t a c t i c s u s e d
b y l a r g e b r a n d s
Chasm Ink – How it works 5
70% of marketers lack a consistent or integrated content
strategy.
O P T I M I Z E D F O R :
•Websites
•Social
•Search
57.4% (B2B) believe SEO is #1 for lead gen
W e b s i t e s
E m a i l
S o c i a l
S e a r c h
57.4% (B2B) believe SEO is #1 for lead gen
C O N T E N T S H O U L D B E
O P T I M I Z E D F O R T H E
C H A N N E L S W H E R E
T H E Y L I V E
Chasm Ink – How it works 6
B E R E L E V A N T
W i t h t h e r i g h t a u d i e n c e
9 0 % o f c o n s u m e r s f i n d c u s t o m
c o n t e n t m o r e v a l u a b l e
Chasm Ink – How it works 7
S T A R T I N G
W I T H :
•N e e d
•C o n t e n t
•S t y l e
w e g e t t h e “ w h a t ” …
8 2 % o f B 2 B p r o s p e c t s v a l u e
c o n t e n t t a r g e t i n g t h e i r
i n d u s t r y m o r e
Chasm Ink – How it works 8
R E L E V A N C E
( A )
L o g i s t i c s w r a p i t u p i n a b o w
R e l e v a n t c o n t e n t i s a t o p 3
r e a s o n f o r f o l l o w i n g a b r a n d
o r n o t
P l a c e + T i m e + F r e q u e n c y
Chasm Ink – How it works 9
R E L E V A N C E
( B )
R e l e v a n c e = c u s t o m e r - c e n t r i c
m a r k e t i n g + l i f e c y c l e s t r a t e g y
R e l e v a n c e + “ s m a r k e t i n g ” =
O u t c o m e s
S m a r k e t i n g c o n n e c t s s a l e s & m a r k e t i n g .
C u s t o m c o n t e n t h e l p s 6 7 % o f
c o n s u m e r s m a k e b e t t e r
p u r c h a s e s d e c i s i o n s
Chasm Ink – How it works 10
M A K E I T J U S T
F O R T H E M
C o n t e n t m u s t b e t a r g e t e d b y a u d i e n c e s e g m e n t
I r r e l e v a n t w e b s i t e c o n t e n t
f r u s t r a t e s 7 3 % o f c o n s u m e r s
Chasm Ink – How it works 11
S E G M E N T E D P E R S O N A S
A r e f o r b r o a d e r t a r g e t
a u d i e n c e s
91% of b2C marketers segment their content in at least
one way
Chasm Ink – How it works 12
M O R E
A C C U R A C Y
A s k m o r e q u e s t i o n s
•WHO is the target?
•WHAT is the content they want?
•WHERE will they be?
•WHY do they need it?
•WHEN will they be there?
•HOW do they want it?
T h e f i v e W s ( + 1 ) o f j o u r n a l i s m
Chasm Ink – How it works 13
G E T U P C L O S E
A N D P E R S O N A L
I f p o s s i b l e , c o n t e n t s h o u l d b e p e r s o n a l i z e d f o r 1 : 1
C u s t o m c o n t e n t c o n v i n c e s
c o n s u m e r s ( 7 8 % ) a b r a n d w a n t s a
g o o d r e l a t i o n s h i p
Chasm Ink – How it works 14
1 : 1 I S F O R
K N O W N
I N D I V I D U A L S
W I T H C O N T A C T
I N F O
7 9 % ( B 2 B ) t o 6 0 % ( B 2 C ) d o n ’ t
t a r g e t b y p e r s o n a l i ze d c o n t e n t
p r e f e r e n c e s
• Employees
• Partners
• Leads
• Contacts
• Media
• Customers
Chasm Ink – How it works 15
B E B R A N D
P U B L I S H E R S &
J O U R N A L I S T S
P r o d u c e c o n s i s t e n t l y o n s h o r t e r , p r e d i c t a b l e c y c l e s
Producing enough content is hard for
64% in B2B
Chasm Ink – How it works 16
T H E E N D
J U S T I F I E S T H E
M E A N S
B r a n d a r t i c l e s p r e f e r r e d b y 8 0 % o f
d e c i s i o n - m a k e r s o v e r a d s
R e l e v a n t c o n t e n t i s # 1 i n S E O f o r
5 3 % o f B 2 B
A n d b e n e f i t s a r e f a r - r e a c h i n g c o n t i n u a l l y i m p r o v i n g m a r k e t i n g
• Websites
• Social
• Search
• Mobile
• Even ads
Chasm Ink – How it works 17
A N D T H E
R E S U L T S A R E
E V E N G R E A T E R
C o n t e n t m a r k e t i n g d r i v e s – 3 x
m o r e l e a d s p e r d o l l a r s p e n t
• Leads. advocates, sales, loyalists, referrals,
awareness, even brand value
“ A l w a y s p a y i f f o r w a r d a n d n e v e r f o r g e t t o p a y i t b a c k . I t ’ s h o w y o u g o t h e r e a n d i t d e f i n e s w h e r e y o u ’ r e g o i n g . ” – B r i a n S o l i s
Chasm Ink – How it works 18
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