Content to Conversion: How to use content marketing to build your business

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  • 1

    Content Marketing:

    Getting in on the action

  • How to measure How to engage How to get started

    2

    WHAT AM I GOING TO COVER TODAY?

  • Personal.

    Sources: Text100 Influence Index: Paving the Path to Advocacy Text100 APAC Consumer Electronic Index

    Familiarity breeds content.

    2 in 3 Asian shoppers have already decided which brand to buy before point-of- sale

  • 6

    Content is the fuel of marketing; but its a struggle for most marketers

  • GREATER CREDIBILITY.

    More than 70% of B2B decision-makers use social media to guide their decisions.

    HIGHER VISIBILITY.

    Companies with more than 200 blog posts have 5 times more leads than those with 10 or fewer.

    SALES OUTCOMES.

    78% of salespeople who use social media will perform better than their peers.

    WHATS IN IT FOR ME?

    Sources: http://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-you https://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketer

    http://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttp://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-youhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketerhttps://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketer

  • 8

    GETTING STARTED

  • Every great marketing content program starts with your own original content ...but how do you scale these

    across your multi-platforms for greater engagement and reach?

    9

  • TARGET OUTCOMES

    AWARENESS

    ENGAGEMENT

    AMPLIFICATION

  • Compelling content drives conversations and action across Earned, Owned, and Paid channels.

    11

  • EARNED OWNED PAID

    Product / news press / blog

    coverage

    Press release / case studies on

    website

    Facebook ads

    Case study media / blog coverage

    Flash demos

    SEM Blog posts

    Analyst papers Landing page

    Outdoor

    Broadcast

    Print

    Tip sheets Feature articles about technology

    / trends Infographics

    Search

    Trade show

    Buyers guides

    Speaking engagements

  • FIRST, UNDERSTAND WHAT PLATFORMS CAN DO FOR YOU

    13

    Be a trusted advisor and visionary in C-level

    discussions

    Consistently provoke and join conversations with

    influencers

    Support sales engagements with

    insightful, topical ideas

  • 14

    EXERCISE 1: LETS TRY CREATING A SAMPLE CONTENT CALENDAR!

  • 15

    Action: Increase awareness about new Hyper Island course

    Content: Hyper Island course outline

    Touch

    Points

    LinkedIn

    Guest lecturers article

    5 reasons why this

    course is important to

    marketers

    Earned (influencer

    engagement)

    Company Blog

    We believe Asia will drive

    the future of marketing

    Hyper Island

    spokesperson article

    Owned

    Facebook

    Why this course could

    prepare you for next-

    generation marketing

    Owned

    Paid (Facebook ads)

    Twitter

    Our spokesperson shares

    a preview to our latest

    course [blog link]

    #futuremarket

    #hyperisland

    Owned

    EXERCISE 1: EXAMPLE

  • 16

    LETS TALK STRATEGY

  • 18

    WHAT IS THE OPPORTUNITY?

  • THE CONSUMER

    Understanding motivations and purchase intent

    *Analyzed across 15 face to face interviews

  • What to listen for?

    Who is talking?

    What are they saying?

    Why are these being said?

    20

    SOCIAL LISTENING

  • BUZZSUMO

  • TRENDING SOCIAL CONTENT

    TOP SHARED ARTICLES (GLOBAL)

    MOST SHARED ARTICLES (REGION)

    44

  • Pick a topic that youve recently experienced a story shared by a customer, trends that are coming up in conversations or opportunities that youve had to address.

    Define your point of view. Try to summarise your opinion on your topic in a single sentence. Your opinion should be fresh and ideally a little bit contrary to popular logic.

    Cite other sources. Publicly-referenced case studies (e.g. The Guardian) lend substance to your opinion. Apart from statistics and analyst reports, you can also quote other influencers or even ask them for their input on Twitter or LinkedIn.

    23

    3 TOP TIPS FOR CONTENT DEVELOPMENT

  • 24

    HOW SHOULD I ENGAGE?

  • 1. Fill in your profile with concise, topical information. Think about what would interest your customers or cause them to trust you more.

    2. Identify some groups or company pages to follow. Look for groups with active discussions where you can make useful contributions from your own experience. You might also include groups relating to non-profits, causes, or education based on your background.

    3. Add any useful business connections youve made recently.

    25

    FOUNDATIONS: LINKEDIN

  • Engaging with target audience:

    Share third-party content and offer opinions in your status

    Join industry groups; ask questions in your status to encourage discussion

    Share branded content to increase exposure of brand and showcase expertise

    AMPLIFYING AMBASSADORS THOUGHT LEADERSHIP ON LINKEDIN

    Feed posts into the company page

    Amplify posts from the company page

  • Know your audience

    1. Make your posts timely, based on seasonal and current events

    2. Think about what kind of content supporters probably want to see in News Feed before you post

    3. Research your target audiences interests and talk about them in your posts

    27

    FOUNDATIONS: FACEBOOK

  • 28

    TOP TIPS FOR ENGAGEMENT

    Solutions-oriented messages are often the most engaging. Example headline: One little-known way to [solve a problem]: [solution]

    Cross-Channel Promotion: Encouraging Facebook users to follow the

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