content marketing - the big shift
DESCRIPTION
Content Marketing presentation and discussion with the Local Government Association (LGA) SA on Friday 5 September by Gavin Klose (Senior Brand and Digital Strategist at FULLER Brand + Communication. Includes definition, statistics, method and case studies.TRANSCRIPT
GAVIN KLOSEFULLER.COM.AU @FULLERCOM
CONTENT MARKETINGTHE BIG SHIFT
CONTENT MARKETING1
CONTENT MARKETING IS THE CREATION, DISTRIBUTION AND SHARING OF ENGAGING CONTENT TO BUILD YOUR BRAND.FULLER, 2014
CONTENT MARKETING2
78% OF CMOs THINK CUSTOM CONTENT IS THE FUTURE OF MARKETINGHANLEY WOOD, 2013
CONTENT MARKETING3
86% OF B2C MARKETERS USE CONTENT MARKETING AND 91% B2B MARKETERS USE CONTENT MARKETINGeMARKETER, 2013
CONTENT MARKETING4
AUSTRALIAN MARKETERS ALLOCATE 25% OF THEIR TOTAL MARKETING BUDGET ON CONTENT MARKETINGCONTENT MARKETING IN AUSTRALIA: 2013 TRENDS – CONTENT MARKETING INSTITUTE/THE ASSOCIATION FOR DATA-DRIVEN MARKETING & ADVERTISING (ADMA)
CONTENT MARKETING5
COMPANIES WITH AN ACTIVE BLOG REPORT 97% MORE LEADSCONTENT+, 2013
CONTENT MARKETING6
PER DOLLAR SPENT, CONTENT MARKETING GENERATES 3 TIMES AS MANY LEADS AS TRADITIONAL MARKETINGDEMAND METRIC, 2013
CONTENT MARKETING7
70% OF CONSUMERS PREFER TO LEARN ABOUT A BRAND THROUGH ARTICLES THAN IN AN AD.OMNITEL, 2011
CONTENT MARKETING8
% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013
TIME SPENT AD SPEND
5%
19%
12%10%
38%
45%
25%22%
20%
50%
40%
30%
20%
10%
% O
F T
OT
AL
ME
DIA
CO
NS
UM
PT
ION
T
IME
OR
AD
VE
RT
ISIN
G S
PE
ND
ING
0%RADIO TV INTERNET MOBILE
@KPCBSOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+ OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND). ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE.
4%
CONTENT MARKETING9
HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT)
EXCLUSIVE!!!
CONTENT MARKETING10
PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENTAND 30% OF ONLINE TIME WHERE CONTENT IS SHARED
SOURCE: NIELSEN NETVIEW, DECEMBER 2010
53% 7%
23%
CONTENT MARKETING11
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK
CONTENT MARKETING12
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK
CONTENT MARKETING13
REDBULL: XTREME (ENERGY) CULTUREULTIMATE IN CONTENT, ENGAGEMENT AND SPONSORSHIP
CONTENT MARKETING14
TIP: IF PEOPLE LOVE YOUR CONTENT, SO WILL GOOGLE
CONTENT MARKETING15
OWNED, EARNED AND PAID CONTENT GENERATES VISITS, LINKS AND BETTER SEARCH RANKINGS
OWNED
BLOG
PAIDEARNED
SITE
CONTENT MARKETING16
ESTABLISH STRATEGY.EVOLVE CONTENT. STRATEGY
CREATE NEW OWNED CHANNELS
EDITORIAL PLANNING
CONTENT CREATION
CONTENT DISTRIBUTION
MEASUREMENT/ ANALYSIS
CONTENT MARKETING17
STRATEGY: WHAT’S YOUR GOAL?
REPUTATIONREPOSITIONING
AWARENESSLEADSSALES
LOYALTY
CONTENT MARKETING18
STRATEGY: AUDIENCE, MESSAGES & CHANNELS
WHO? NEEDS?
INTERESTS?WHERE?SEARCH?
KEYWORDS?
CONTENT MARKETING19
STRATEGY: AUDIENCE, MESSAGES & CHANNELS
BRAND TRUTHS, VALUES,
PERSONALITY
THE BRAND
RELEVANT AND HIGH INTEREST
TOPICS
THE CONSUMER
AUDIENCE MESSAGES & CHANNELS
CONTENT STRATEGY
CONTENT MARKETING20
STRATEGY: CHANNELS
CONTENT MARKETING21
PLANNING: CONTENT IDEAS AND EDITORIAL CALENDAR
© 2013 NewsCred 6
A. Blog Editorial Calendar
Blog Editorial Calendar
DeadlinePublish
DateSEO
KeywordsTarget
Audience O�erChannels
forPromotion
TitleTopic Author
02 Selecting Your Editorial Calendar
For a high tra�c blog, you’ll want to publish frequently. Focus your blog posts
around your bestselling products, relevant areas for thought leadership, brand
culture, and key customer concerns. You’ll want your blog to be the #1 information
resource for your audience. The best blogs often involve multiple contributors to
provide audiences with a variety of opinions and insights, so consider a calendar
that allows for multiple users with read and write permissions.
“Make it simple.Make it memorable.make it inviting to look at.Make it fun to read.”— Leo Burnett
CONTENT MARKETING22
CONTENT CREATION: RESEARCH, CREATE, BRANDIFY, EDIT, POST
7 Tips To Comparing The Best Watch Brands
Top 11 Most Interesting Online Shoe Shops
CONTENT MARKETING23
CONTENT DISTRIBUTION: IDENTIFY, REPURPOSE AND PITCH
OWNEDEARNED
BLOG
REPURPOSE AND PITCH
REPURPOSE
CONTENT MARKETING24
MEASUREMENT: ANALYSIS AND REPORTING
CONTENT MARKETING25
SPONSORSHIPAND EVENTS
CONTENT MARKETING
WEBSITE SOCIAL MEDIA
HOW DO YOU INTEGRATE CONTENT MARKETING?
MARKETING
ADVERTISINGPUBLIC
RELATIONS
STRATEGY
PLANNING
CREATION
DISTRIBUTION
MEASUREMENT
CONTENT MARKETING29
XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES)INSIGHTS FOR BUSINESS LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE
CONTENT MARKETING30
COMMONWEALTH BANK: WOMEN IN FOCUSINSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN
CONTENT MARKETING31
COMMONWEALTH BANK: BLOG‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR
CONTENT MARKETING32
MINTLIFE BLOG AND FACEBOOKREACHING YOUNG PEOPLE WITH CONTENT THEY WANT TO CONSUME
CONTENT MARKETING33
DMH STALLARD - LEGAL UPDATES, EBULLETINS, PODCASTS AND BLOGSTARGETING DIFFERENT CUSTOMER NEEDS
CONTENT MARKETING34
BERWIN LEIGHTON PAISNER: DO AMAZING THINGS TO ATTRACT GRADUATESAPPLICATIONS UP 40%, TWITTER UP 300%, FACEBOOK UP 200%, TRAFFIC UP 200%
CONTENT MARKETING35
DAVIDSON COLLEGEONE SIZE DOES NOT FIT ALL = MULTICHANNEL
CONTENT MARKETING36
HIJACKED - CURRATED PEER GENERATED CONTENTTELSTRA AND OFFICEWORKS ATTEMPTING TO REACH UNIVERSITY AUDIENCE
CONTENT MARKETING37
CONTENT MARKETING38
GENERAL ELECTRIC - OWNED AND PAID CHANNELSENGAGING BRANDED CONTENT THAT ISN’T ABOUT GENERAL ELECTRIC
CONTENT MARKETING39
VISIT CANBERRA - #HUMANBROCHURE500 TOURISTS SHARING TO OVER 4 MILLION PEOPLE WITH 93% POSITIVE SENTIMENT
CONTENT MARKETING40
CHEROKEE COUNTY - IDENTIFIED KEY MESSAGES, AUDIENCES AND CONTENT BUCKETSFACEBOOK UP 53%, TWITTER UP 243%, LINKEDIN UP 40%
CONTENT MARKETING41
ONTARIO CENTRAL COUNTIES TOURISM - OUTSOURCED BLOGGER NETWORK30 POSTS WITHIN 4 MONTHS BY BLOGGERS WHO ARE NOW “MARKETING PARTNERS”