content marketing in 2015 - the tomorrow lab presents
TRANSCRIPT
Content Marketing in 2015
Overview
1. What is content marketing?2. Evolution of content marketing3. Who does content marketing
well?4. Changing behaviours5. Why content marketing works6. Getting started
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What is content marketing?
What is content marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
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Content marketing cycle
Content Marketing
Plan
Create
PromoteConvert
Review
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Why is content marketing important?
• Create awareness• Google Panda• Targets poor content
– thin content– duplicate content– machine-generated content
• 27 Panda updates from Google• High quality small-medium sites should rank better
• Lesson – invest time in quality content for your site
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Why is content marketing important?
• Increase visibility in SERPs– Quality content– Quality links
• Your competitors are doing it• Inform and empower your customers• Highlight your expertise• Time is money – 8 second window
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Evolution of content marketing
Examples of content marketing
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How content is evolving
• Vlogging• Social Media• Buzzfeed• Snapchat• Content Hubs
Onsite Content
• Unique landing pages• News / Blog section• Video content• Social feed• Knowledge pages• Product guides• Case studies• White papers
• Tell a story
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Blog Content
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Video Content
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Social Feeds
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Social Feeds
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Knowledge Hubs
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Who does content marketing well?
Red Bull
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My Starbucks Idea
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Caterpillar #BuiltForIt
http://www.cat.com/builtforit
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#ExpediaExplores Ireland
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Norn Iron To A T
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Changing behaviours
How we view content
• Mobile / tablets• Smart TVs• Apple Watch• Games consoles
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Content on the go
• More people are using mobiles to view & share content
• Smartphone ownership increasing– 65.2% in2013 (UK)– 92% projected in 2017 (UK)
• Start to think mobile first• Smaller screen means more
challenges
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Impact of social media
Facebook LinkedIn Google+ Instagram Twitter Tumblr Snapchat0
200
400
600
800
1,000
1,200
1,400
1,600
Audience (millions)
Source: http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Share your thoughts - #TTLP
More time being spent on social
• Average Facebook user in UK – 480 minutes per month
• Average Twitter user in UK – 35 minutes per month
• Average Google+ user in UK – 5 minutes per month
Source: http://www.statista.com/statistics/272819/time-spent-on-social-networking-sites-in-the-united-kingdom-by-device/
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Why content marketing works
Why content works
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-150
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Monthly visits – Pikalily.com
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Getting started
5 Steps to getting started
1. Research – keywords & competition2. Idea generation -
http://thetomorrowlab.com/2014/05/create-100-content-ideas-30-minutes/
3. Planning & testing4. Share your content – find influencers5. Review and improve – use metrics
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Tips to creating quality content
• Find something unique• Create personas and focus your content on
them• Mobile first• Maximise value – video, blog, email, social,
etc• Video – less is more• Text based articles – quantity and quality• Learn from past efforts – what works /
what doesn’tShare your thoughts - #TTLP
Useful tools
• Bookmarking content – Pocket, Delicious• Inspiration – Feedly, Reddit, BuzzSumo,
Flipboard• Social media – Buffer, Followerwonk,
Twitter• Internal collaboration – Slack – share ideas
with your team• Test ideas – fivesecondtest.com• Google – search, trends
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Quick Recap
Content marketing in 2015
• Plan effectively• Creative environment• Impact of mobile• Social media continuing to grow• Videos, bloggers, brand advocates• Growing importance of speed• Be sure to promote your efforts• Let your customers join in - UGC
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Next talk – Thursday 18th June
