Content Marketing Workshop York 301112

CONTENT MARKETING FOR 2013

30.11.12

A new era. New opportunities.

Being where your consumers/customers are.Creating content with a purpose.Connecting people with great content..

Why you are here.

Convergence.+ +

+

+

+ +

#contentmarketing2013

GREAT CONTENT MARKETING BY

BRANDS

LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?

INNOVATIVE – INTUITIVE – REVOLUTIONARY

Clue: Think different

LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?

• SECRET – AMERICAN DREAM – ENERGETIC

• Clue: It’s the real thing

LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?

A SHOE – A COMPANY – A JOURNEY

Clue: Just do it

LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?

• MAGIC – PROPER RUSTIC – DISHED UP

• Clue: Lovely jubbly

LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?

100% PURE – NATURAL - DELICIOUS

Clue: fruit and nothing but nothing but fruit

PUTTING CUSTOMERS AT THE HEART OF YOUR CONTENT

MARKETING

Connecting with customers.Customers & who they really areCreate content with a purpose – for you and for themCustomer lifecycle

COMMUNICATION& CONTENT MARKETING

JAMES CARNEGIE-BROWN. CARNEGIE ORR

James Carnegie-Brown Recap

• Keep your message simple• Create relevant content across

different channels• One size does not fit all• Create a 2-way conversation• Old models broken. Must think

differently• Have measurement tools in place,

such as the campaign hub

WE ARE AN S&M WORLD (SOCIAL &

MOBILE)

“Little pellets of love”

There are more I phones sold per day (402k) than people born in the world per day (300k)

Mobile has doubled in the last 18 months – 10% of all internet usage worldwide (TNW)

91% of mobile internet access is for social activities, versus just 79% on desktops (Hubspot)

“Twitter is the second screen”

80% of Twitter users access it on their phones.

“Twitter is like a bridge connecting different media”

44% of marketers have had business from Twitter.

“Twitter is the second screen”

80% of Twitter users access it on their phones.People use an average of “Twitter is like a bridge connecting different media”

“We’re all mad for a bit of Instagram”

Photo & Video sharing/viewing is

5 million Instagram photos uploaded per day.

ORM LONDON – PETER GOUGH & LORENZO VASINI

ORM Hangout Recap

• Think context of use• Create location based content• Remove clutter from your site• Don’t give people a link to your

homepage from a mobile site• People want to consume what they

want, when they want

HOW WE MEASURE ROI & CREATE

ACTIONS

You are what you measure….

Action

Analysis

Content CreationContent

Publishing

Measurements & ROI Recap

• Look at tools that are suitable to you• Tools such as Sprout Social are great

to track social media• With the campaign hub you are able

to create specific actions for specific segments and increase conversions.

Conversion Optimisation – The Campaign Hub

A visitor is identified by The Campaign Hub as being interested in ski packages and winter holidays.Using The Campaign Hub, the website can display targeted versions of each page to each individual visitor in real-time.