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@tinderpoint@paulobyrne

Goal For Today

Dispel some myths and misnomers of Content Marketing while providing 7 tips that you can walk

away with to strengthen your own strategy

The Obligatory Stats

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The Obligatory Stats

*Stats from Content Marketing Institute: 2016

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5

80%

94%

87%

84%

82%

79%

Social Media Content

eNewsletters

Videos

Case Studies

Articles On Website

61%

58%

49%

49%

40%Producing A Variety Of Content

Producing Engaging Content

Measuring Content Effectiveness

Producing Content Consistently

Measuring ROI of Content Marketing

Top Content Marketing Tactic Usage Top 5 Challenges For Content Marketers

Illustrations/Photos

12% Increase

Videos

10% Increase

Infographics

10% Increase

Promoted Posts

30% Increase

YouTube

13% Increase89%

11%

% Of Respondents UsingContent Marketing 2016

The Myths

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Myth 1

“Content Marketing is just a few blogs and a newsletter churned out every month, right?”

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Myth 1 - How Hard Is Content Marketing?

- Carefully Targeted Series (Various Mediums)

- Professionals (Expert At Reaching & Influencing Specific Groups)

- Creating Highly Effective & Engaging Content- Build Brand Loyalty- Increase Customer Retention- Decrease Churn- Increase Recommendations- Increase Sales

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Myth 2

Myth 2

“Strategy? What strategy?”

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Myth 2 - Know What The End Goal Is

- Brand Awareness or Reinforcement?

- Lead Conversion or Nurturing?

- Customer Conversion?

- Customer Loyalty/Retention?

- Customer Up-Sell

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Myth 3

Myth 3

“My family and friends think our content is great, so of course –it must be!”

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Myth 3 – Understand Your Audience

- Understand Who You’re Targeting

- Understand What They Do & Where They Do It

- What Do They Like Talking About?

- What Do They Like To Share Online?

- What Type Of Content Topics Are They Discussing?

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Link: https://yougov.co.uk/profileslite#/

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Myth 4

Go Visual 16

“We’d love to make more visual content – but it’s too expensive!”Video Link: https://youtu.be/rfh-64s5va4

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Sources: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.000085b29zy7scurpf41jysekape7

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30

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Photography Video Infographics Illustrations

Trends For 2016

Critical Important Unimportant

Between April 2015-November 2015, views per day on FB Doubled

Shoppers who view videos – Likeliness to purchase

“Video” in Email Subject Line

19%

4b >8b

1.8x

50% More posts are opened on

Facebook than those without,

when accompanied by a

picture

Go Visual 18

Most of us have the technology in our hands at all times.

But if you want to up the quality, it’s a low cost to invest in HD video.

Go Visual 19

Video Link: https://youtu.be/lBUJcD6Ws6s

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Myth 5

Myth 5

“Content marketing is just another form of advertising”

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Myth 5 – Content Marketing Not Advertising- Don’t confuse Content Marketing with Advertising

- Provide Value To Your Customers/Prospects

- Avoid Talking About Your Products/Services(That’s what your website and sales reps are for)

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Myth 6

Myth 6

“One size fits all”

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2010 25

2011 26

2012 27

2013 28

2014 29

2015 30

Myth 6 – Pick Wisely

- You Don’t Have To Be Active On All Networks

- Pick Where Your Audience Is & Where You Want To Be

- What Suits Your Brand/Product & Service Best?

- Experiment With Different Formats (Snapchat etc.)

- Secure Your Brand Name (www.knowem.com)

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Myth 7

Myth 7

“Analysis & measurement is for geeks”

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Create, Distribute, Analyse & Debrief

Analysis- Effective measurement tools- For each medium- YouTube (training videos)

Post Campaign- All stakeholders (internal & external)- Debrief- Improve & Develop- Get back to work!

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Key Takeaways

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1. Understand what’s required2. Plan Your Strategy3. Understand Your Audience

4. Mix Up The Content. Don’t Be Boring. Go Visual!

5. Ensure You’re Providing Value6. Understand The Different Tactics Available To You7. Create, Distribute, Analyse, Debrief – Repeat.

Key Takeaways