Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:

Strategic Priorities for Content Marketing in 2013

Danyl BosomworthCo-Founder at Smart Insights MD at First 10 Digital

Developing and integrating winning content into your marketing

Digital marketing advice, training and consultingwww.smartinsights.com

About Dave Chaffey

About Dave Chaffey• Author of 5 bestselling marketing books first

published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since

1997• Manages SmartInsights.com: a marketing advice

site with Expert members in over 50 countries

January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership

Books

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In 35 minutes

Top level factors for success in content marketing Use the P.R.A.C.E. framework to get specific Lots of examples to give you immediate ideas Questions at the end

Please interact using the BrightTALK buttons:

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Google turned content into currency! Content drives reach – builds

awareness Consumers seek it Content aids learning, decision

making and purchase Content fuels social media

marketing: “social object” Content facilitates the “inbound”

effect

Why does content matter?

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Originated content

Curated content

Licensed content

User generated content

Interactive content (tools)

What do we mean?“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behaviour” (CMI)

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SEOOn-page, off-

pagelink building

keyword analysis

Social mediaTwitter,

LinkedIn, forums

blogs, portals

ContentBlogs, videos, ebooks, white

papers

Content doesn’t sit in a vacuum

- It needs to be integrated with other marketing

activities

Poll 1

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“the reason people connect with each other and not something else”

Content as a social object

Hugh McLeod

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= Planning & Strategy =

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Setting objectives…

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Example questions What do you want your content to do? Who cares?

How will your content add value?

Businesses strategic goals? e.g growing market or product launch

What are the topics that you’ll need to cover off?

What core messages should the content convey?

Are we being unique, the necessary differentiation?

How will we design and manage the content mix?

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Plan to be efficient

“Atomisation” - plan to re-purpose content One ebook might drive several short

guides and 20 blog posts (all point back and promote the ebook)

What content do you have now? Audit it! Research, what works now, re-visit

keyword analysis

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“...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe

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There is no one “customer”

Persona APersona BPersona CPersona D

Marketing DirectorIT DirectorFinance DirectorManaging Director

Define your personas: Think buyers and influencers

B2B B2C

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Research Define them Cut the cake Develop

scenarios Build profiles

Get moving with personas

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Content at touch-points…

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What’s the purpose of your content? Poll 2

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Revenue

Revenue Blog

Revenue Stream

Revenue Hub

A cross-platformnarrative

or

“Brand story”

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Your Platform

A place to drive traffic, a place to engage and convert:

A blog, undoubtedly An interactive magazine,

maybe A rich community, if you’re

serious

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AEOpen Forum A great example of

‘thought leadership’ Utilise guests (the

best)

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= Reach =

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Publish Where?:

Your domains

Social networks

Forums & industry portals

Q&A Sites

Find conversations

Amplify with media

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Content that flies

PUMA Squash 2000 video(+pr’s, blogs, spec sheet PDF)

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< Don’toverlook

Slideshare

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Develop valuable outposts for content

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Niche communities are growing, increasingly by topic

Watch out for vertical niche communities in your sector

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= Act =

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Be worth finding

For people who have questions Address problems - earn permission

to sell later: Video on key landing pages Expert bloggers Your own researchers / reporters -

gathering stories Shareable and downloadable

information (no data capture)

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< Mums

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Ebooks Great for atomisation:

Fuels video, email, webinars

Can be repurposed into audiobooks

Utilise industry experts to aid reach

Downloadable, printable & shareable

Classic data capture

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Shareable(and worthsharing)

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= Convert =

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Webinars / Events reveal intent

Specific to subject areas for people vs broader industry events

Informative and shareable

Consider a series

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Niche and detailed guides

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Diagnostics, quizzes and surveys

Tailored to specific buyers & subjects

Useful and shareable

Interactives

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= Engage =

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Content for deeper relations

It’s tonally ‘different’ content Keep leads and customers

engaged: Automated communications

strategy Vary by where they are in terms of

unmet needs and the buy cycle Social integration – not just

email

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7 years in the making

£100m equivalent ad spend

Content site

Mission site

YouTube, Fb, Tw

40 mins

216k Likes

10,000 comments

29,000 shares

40 TV stations and 130 digital new outlets

Big ideas

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Communities with purposefor untapped UGC

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Crowd sourced content

An advanced Q&A

A community around the product

Steady stream of UGC product related content

Helps improve products

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Automation & email

Crucial as lead volumes grow Sequences based on

scoring/rules allows tight content Ensures the right people in the

right sequence A “process” over “campaigns”

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Secret Handy Recipe

1. Clear objectives2. Imagination and

ideas3. A platform4. Your first 10

audience5. Amplification plan

(POE)Any questions?

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Thank you for your participation - Your questions please

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Best wishes for 2013!

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