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Want to become better at content marketing? Get closer!
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Content Marketing / edge / May 2014
GETCLOS
ER
hello.
closer
!
we bring people to brands
Content for brand building?
96% of Australian marketers use content marketing but only 29% believe that they are effective at it.Content Marketing in Australia Trends 2013 – Content
Marketing Institute / Association for data-driven marketing & advertising (ADMA)
relevant authentic entertaining credible
valuable content
innovative
savvy consumers
consumers research
5.3 10.4
Source: http://www.google.com/think/research-studies/the-zero-moment-of-truth-macro-study.html
purpose-led marketing
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you – William Bernbach.
social media The average amount of time a person uses Facebook every month is 15 hours 33 minutes and 7.8 million people access it daily on their mobiles. On average they access Facebook 14 times a day.
Source: Browser Media, Socialnomics, MacWorld 01.01.2014 and Facebook November 2013.
media fragmentation
Data will increase 600% by 2020 and 75% of all information online will come from consumers – Mark W. Schaefer.
What do we need to think
about?
owned media
earned media
paid media
buy, build or rent?
customer lifecycle
discover delvelearn/
experienceadvocateBUY
Content engagement (owned, earned)
What’s the challenge?
content overload
Content challenges.
Content challenges.
return on investment
Content challenges.
complexity
A content strategy - the way to
build authority.
identify plan create learn
What’s your story !Brand and vision !Audience !Market and business objectives !
Brand strategy !Content strategy !Measurement plan !Amplification plan !
Content !Creative !Distribution !Amplification
Measure !Review !Adapt !!
Socially multiplied advertising, the core of which is contagious on
social platforms, is roughly more cost-efficient than
primetime TV on a cost-per-thousand(CPM)
basis.
Having a friend or stranger deliver a brand message online through social media is 1.5 to 2 times more likely to influence behaviour than delivering the same message in a TV ad.
Source: Nielsen Global Trust in Advertising survey
effective- and cost effective
Does your content work?
Drive more sales?.
Communicate with a new audience?.
Strengthen brand
positioning?.
Increase brand
awareness?
Cross-sell products?
Deepen customer
engagement?.
your goals
Increase product
awareness?.
Up-sell?.
Acquisition Commercial
Traffic numbers, database size, social media
database
Advertising revenue, sponsorship,
premium content
NPS, frequency, basket size, sales, loyalty, conversion
rates
Page views, time on site, downloads, click throughs, open rates,
page engagement
Engagement ROI
Your results.
measurement and evaluation across four key pillars
24
GETCLOS
ER
The team at Edge
thanks.