HOW CONTENT MARKETING

@maggiefox

Founder & CEO, Social Media Group

maggie@socialmediagroup.com

is changing everything

Present state of marketing:

your biggest challenge

What’s holding you back?

Four steps to earning attention

and delivering results

Present state of

marketing

No filters

No filters

+

Low barrier to entry

No filters

+

Low barrier to entry

=

High noise:signal

That last point is probably the

most significant…

…62% of advertisers feel that

traditional TV ads are NOT AS

EFFECTIVE AS THEY USED TO BE.

“Old” media companies are

feeling similar PAIN…

…More than 50% of US print

advertising has DISAPPEARED

since 2005.

TV viewership is at

1990 LEVELS.

It’s not because

ads suddenly broke

or newspapers got

boring. The issue is

fragmentation of

attention.

You now have to earn

attention

in a billion-channel

universe

quality, aligned

highly targeted

earn

non-blogging social media (79%)

article posting (78%)

in-person events (62%)

e-newsletters (61%)

case studies (55%)

blogs (51%)

white papers (43%)

webinars/webcasts (42%)

What content marketing looks like:

How do you get there

from here?

Step 1

Listen to your market

Typical sales funnel

1. Awareness

2. Opinion

3. Consideration

4. Preference

5. Purchase

Step 1

Sample sales funnel from a content

perspective

1. General/adjacent topics

2. Solution-based

content

3. Case Studies

4. Customer

stories/testimonials

5. Product

information

Step 1

Sample sales funnel and the “3B’s”

1. General/adjacent

topics

2. Solution-based

content

3. Case Studies

4. Customer

stories/testimonials

5. Product

information

Borrowed

+UGC: enabled and

harvested – at scale

Step 1

Bought

Built

Step 2

Build the framework

Step 2

Umbrella Topic

Theme #1

- Subthemes

Formats

Distribution • Earned • Owned • Paid

Theme #2

- Subthemes

Theme #3

- Subthemes

Make good content.

Step 2

Content: What can it look like?

Step 2

Content: What can it look like?

Step 2

Be the right thing,

in the right place,

at the right time.

Step 3:

Your paid placement appears as a

story item within the organic river

of Digg news, with a small

“sponsored by” link.

Distribution: Digg.com

Step 3

It’s a syndicated content

recommendation engine that reaches

300 million people a month.

Distribution:

Outbrain.com “Outloud”

Step 3

Case Study: Financial Services

1,293,347 clicks from 445,250,000

impressions (CTR of 0.290%)

Average cost per click (CPC) $0.13,

and CPM of $0.36

950 business leads generated

(0.07% conversion rate)

6,383 pieces of branded content

downloaded (0.5% conversion rate)

400% increase in conversions

within 3 months

Cost per sale well below CPS from search or PPC

Results:

1.

2.

3.

4.

5.

6.

Step 3

1. 0.3% CTR

2. Total impressions: 8.6mm

3. CPC of $.14/CPM of $.42

4. 400% increase in channel subscribers

Case Study: SAP Business One

Goal: traffic/awareness

Step 3

Listen to your data Step 4

METRICS

1. High Quality Content

• Optimized for digital

• Entertainment quality or highly

targeted (Earned Media or

Owned Media)

What is your data telling you?

Step 4

3. Engagement

Traffic “Converse or

Convert”

2. Platforms

Paid Placement, delivered

to audiences actively

consuming relevant

editorial content

Understand your “3B’s”

Start at the start: listen to your

audience

Develop your framework

Listen to your data: test/iterate/refine

HOW CONTENT MARKETING

@maggiefox

Founder & CEO, Social Media Group

maggie@socialmediagroup.com

is changing everything

Thanks.

Images sources:

Slide #1: www.flickr.com/photos/library_of_virginia/3596005520/

Slide #9: ©iStockphoto.com/-Antonio-

Slide #11: http://www.flickr.com/photos/george_eastman_house/3123696152/