How Content Marketing is Changing€¦ · Defining Content Marketing • “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant

How Content Marketing is Changing the Way we Market

Public Relations Manager VantagePoint Marketing

Andrea Simrell

Defining Content Marketing

• “Content marketing is a strategic marketing approach focused

on creating and distributing valuable, relevant and consistent

content to attract and retain a clearly-defined audience — and,

ultimately, to drive profitable customer action.”

– Content Marketing Institute



















Current Content Marketing Landscape

Source: “B2B Buyer’s Journey,” LinkedIn

• The 4 most important factors for buyer’s willingness to engage

with a vendor

Understands my company’s business model

Is a subject matter expert/thought leader

Provides valuable consultation, education or tools

Knows my company’s products/services

26%

25%

25%

25%


Sources: Web.com Small Business Forum, Forrester Research, Dealer Source Group

Awareness Interest Consideration Intent Evaluation Purchase

Old Funnel Model

New Funnel Model

Marketing Sales

Marketing Sales


• Buyer journey starts online

• 68% begin with search engines

• 40% start at a vendor’s website

• 25% initiate their search from an email from a peer or other

trusted source

• 90% of the buyer’s journey is complete before a sales person

is ever involved

Sources: Web.com Small Business Forum, Forrester Research, Dealer Source Group


B2B marketers who blog generate

67% more leads. (SocialMediaB2B)

85% of B2B

marketers reported that the number one

benefit of social marketing is

generating more business exposure.

(Social Media Examiner)

81% of B2B decision

makers use online communities and blogs to

help make purchasing decisions.

74% use LinkedIn, and

42% use Twitter. (Marketing Think)

67% of buyers rely more on content to make

purchasing decisions than

1 year ago (Demand Gen Report )


• Shift in B2B Researcher Demographic

Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

29% 35-44

27% 18-34

26% 45-54

18% 55+

46% 18-34

22% 35-44

19% 45-54

13% 55+

2012 2014


Source: Starflight Media, 2015


CHANNEL EXPLOSION

Events Direct Fax Direct Mail Telephone TV Radio Print Display

IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display

IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing

Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web

SnapChat/Poke Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation Pinterest Vine

< 1990 1990s 1999 2000s 2016

Source: ExactTarget





Content Marketing’s Impact on PR

• “The role of PR within B2B organizations has shifted from simply

disseminating news to sharing insight relevant to core

constituencies.”

– The Council of Public Relations Firms

Content Marketing’s Impact on PR

Old Mentality Today’s Mentality

Audience Journalists Journalists + Influencers

Channels Traditional media Traditional + owned media

Content Type Press releases Press releases + ebooks, whitepapers, blogs, videos, etc.

“Searchability” Not a consideration SEO considerations

Measurement Ad value equivalency Outcome measurements


Source: 2015 B2B Content Marketing Trends – North America: CMI/MarketingProfs

= 91%

Keys to Effective Content Marketing

• Rooted in strategy

• Eight questions to ask when developing your content marketing

strategy:

• What business goals can be supported by content marketing?

• What keywords do you want associated with your brand, product or

service?

• Who are you trying to reach?

• What are customers looking for from your content?

• What action do you want them to take?

• Where will you house content?

• How will people find your content?

• How can we support ongoing content development?


• Addresses different types of content consumers

• Researchers

• Influencers

• Decision makers


• Meets needs throughout the relationship

Discover Consider Onboard Use Advocate

Blog Social media posts found via search Media relations

Website content In-depth content with lead capture form

How-to pieces Product-focused information

Targeted e-newsletters Follow on social media

Case studies Ongoing training


• Is intentional

• Focuses on needs, wants and interests of audiences

• Provides “help” over “hype”

• Answers questions and offers solutions

What the audience

cares about

Your company’s

offering and expertise

Content “sweet spot”


• Drives SEO

• Created for a specific audience

• Sounds natural

• Incorporates long-form content

• Includes high-authority references


Content Coverage

[Earned Media]

Content Broadcasting [Owned Media]

Content Distribution [Paid Media]

• Utilizes a variety of dissemination tactics


• Can be measured and quantified

• Views and reach

• Shares and other engagement

• Traffic

• Share of voice

• Lead generation

• Journey completion rate

• Conversion

Content Marketing Impact

• Increased brand awareness

• Attracts new visitors through search

• Provides fresh content to search engines

• Supports trusted thought leadership position

• Capitalizes on industry trends and meets changing marketing needs

• Generates material for sales team and channel members

Content Marketing Impact

Source: “Content Marketing ROI,” Kapost

Documents

How Content Marketing is Changing€¦ · Defining Content Marketing • “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant