Smart insights - Strategic priorities for content marketing in 2013

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  • 1. Digital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by: Strategic Priorities for Content Marketing in 2013 Danyl Bosomworth Co-Founder at Smart Insights MD at First 10 Digital Developing and integrating winning content into your marketing

2. Digital marketing advice, training and consulting 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 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: Books 3. 3 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: 4. 4 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? 5. 5 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) 6. 6 SEO On-page, off- page link building keyword analysis Social media Twitter, LinkedIn, forums blogs, portals Content Blogs, videos, ebooks, white papers Content doesnt sit in a vacuum - It needs to be integrated with other marketing activities Poll 1 7. 7 8. 8 the reason people connect with each other and not something else Content as a social object Hugh McLeod 9. 9 10. 10 = Planning & Strategy = 11. 11 Setting objectives 12. 12 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 youll 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? 13. 13 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 14. 14 ...the [potential] customer needs evidence that we understand their problem better than they do before theyll buy, share or recommend us... @juntajoe 15. 15 There is no one customer Persona A Persona B Persona C Persona D Marketing Director IT Director Finance Director Managing Director Define your personas: Think buyers and influencers B2B B2C 16. 16 Research Define them Cut the cake Develop scenarios Build profiles Get moving with personas 17. 17 Content at touch-points 18. 18 19. 19 Whats the purpose of your content? Poll 2 20. 20 Reven ue Revenue Blog Revenue Stream Revenue Hub A cross-platform narrative or Brand story 21. 21 Your Platform A place to drive traffic, a place to engage and convert: A blog, undoubtedly An interactive magazine, maybe A rich community, if youre serious 22. 22 23. 23 24. 24 AE Open Forum A great example of thought leadership Utilise guests (the best) 25. 25 = Reach = 26. 26 Publish Where?: Your domains Social networks Forums & industry portals Q&A Sites Find conversations Amplify with media 27. 27 Content that flies PUMA Squash 2000 video (+prs, blogs, spec sheet PDF) 28. 28 29. 29 < Dont overlook Slideshare 30. 30 Develop valuable outposts for content 31. 31 Niche communities are growing, increasingly by topic Watch out for vertical niche communities in your sector 32. 32 = Act = 33. 33 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) 34. 34 < Mums 35. 35 36. 36 37. 37 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 38. 38 Shareable (and worth sharing) 39. 39 40. 40 = Convert = 41. 41 Webinars / Events reveal intent Specific to subject areas for people vs broader industry events Informative and shareable Consider a series 42. 42 Niche and detailed guides 43. 43 Diagnostics, quizzes and surveys Tailored to specific buyers & subjects Useful and shareable Interactives 44. 44 45. 45 = Engage = 46. 46 Content for deeper relations Its 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 47. 47 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 48. 48 Communities with purpose for untapped UGC 49. 49 Crowd sourced content An advanced Q&A A community around the product Steady stream of UGC product related content Helps improve products 50. 50 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 51. 51 Secret Handy Recipe 1. Clear objectives 2. Imagination and ideas 3. A platform 4. Your first 10 audience 5. Amplification plan (POE) Any questions? 52. 52 Thank you for your participation - Your questions please Please ask questions and rate this webcast For more Answers to your Digital Marketing Questions use our free community Best wishes for 2013!


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