Content Marketing for Publishers

7/29/2019 Content Marketing for Publishers

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introduction to leveraging your

expertise and content.

online content marketing

for publishers.

dennis saaltinkjanuary 2013


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the rise of content marketing

64% of marketers consider contentmarketing to be more important than

advertising

86% of B2C marketers are using it

55% of B2C marketers will increasebudgets on it over the next 12 months

between 18 and 40% of marketing

budgets are allocated to it

87% of B2B marketers do it

87

67

62

56

26

15

Content Marketing

SEO / SEM

Events

PR

Traditional Advertising*

Other

strategies used by US B2B marketers in

(% of respondents), 2012

result: brands need to

become publishers

source: Econsultancy / Adobe, 2012 ; BtoB Magazine, Sep 2012 / Curata, Nov 2012 / Content Marketing Institute, 2012


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the good news

brands need tobecome

publishers

you are a

publisher already+you have tons ofcontent+you can help

other brands

+


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the bad news


publishers

it will happen at

the expense of

advertising budgets-

you will get more

competitors withgood content-


5/20

the big question


publishers

?

?

are you using your

content only as a

product you can sell?

are you also using your

content as a marketingtool to get customers?


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enter content marketing

a marketing technique of

creating and distributing

relevant and valuable content toattract, acquire, and engage a

clearly defined target audience

- with the objective of driving

profitable customer action.

=contentmarketing

source: Joe Pulizzi


7/20

wait a minute

yes.

if you believe content is the

best youve got.

it will help you build trust.

and trust is the ultimatething a brand can have.

[ obviously, you dont give it all away for free.. ]

we should giveaway content for free?


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goals of content marketing

1. drive sales2. make customers happier

3. save cost

revenueretention

cost

goal measure

[ these are strategic marketing goals! ]


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content marketing is answering real questions

question answerbusiness

lead

customer question or

problem drives online user

behavior

content created bymarketer provides the

solution

the stepping stone to

conversion is created

I want to buy a house.

How does that work?

Heres a practical guide.

It will help you manage

the process.

By the way, you might

be interested in these

attractive mortgage

rates.

example

heres where you build trust

heres where you develop preference

for your business

description


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inspiration

what are the 20 most

frequently asked questions

about your product or service?

like:

how do i use this product? how do i solve this problem?

how do i minimize risk?

how do i maximize opportunity?

where do i need to think about when buying a product like this?

what do other people think about this product?


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lead

generation

customer

acquisition

customer

service

customer

retention

brand

awareness

customer

upsell

content marketing in the funnel

this is us and this is

what we do

make a person

marketable, i.e.

specified and

accessible

help a customer

optimize use of your

product or service

sell your product or

service to a

marketable person

sell more

give your customers

something extra


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formats in the funnel

format

your website

article

video

infographic

(buying) guide

product spec sheet

newsletter

demo

instructional

checklist

decision treecalculator

slideshow

report

whitepaper

webinar

case study

lead

generation

customer

acquisition

customer

servicecustomer

retention

brand

awareness

customer

upsell

b2b

specific

b2c

&

b2b


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the mechanism

your business content

your people and your business hold

huge amounts of knowledge on yourmarkets, products and customers

re-format your content to fit thevarious platforms you will use

your valuable

knowledge

prospectenvironment

translate your knowledge into basic

(digital) content content thatanswers real questions

content and social platforms

reinforce each other in

addressing specific information

needs of your audiences

p

audiences

you receive prospects in an

environment specifically tuned to meet

their additional information needs butalso to make them marketable

tap into the relevant reach and

reputation already accumulated

by content and social platforms

you hand-over your qualified

leads to sales and generate

more business

formats

article

slideshow

infographic

checklist

guide

webinar

video

whitepaper

report

newsletter

platforms

social
http://www.pinterest.com/http://www.checkzis.com/http://www.scribd.com/http://www.slideshare.com/http://www.youtube.com/http://www.google.nl/url?sa=i&rct=j&q=twitter&source=images&cd=&cad=rja&docid=yFeEpzm4ivj-sM&tbnid=de4RWC3VOORwhM:&ved=0CAUQjRw&url=http://www.my-friends.be/content/twitter&ei=NvsXUb7PHYOI0AXPsIGIDQ&bvm=bv.42080656,d.d2k&psig=AFQjCNF57kWVLn7-a5baMFlsdY09Wk65-g&ust=1360612529021587


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in other words

its about:

translating your knowledge into content

formatting the content for different channels

making the reached audience marketable


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content is the missing link between search and social

search

searchers have a mission

they wont stop until their

problem is solved

[ focus on functional content ]

social

social networkers stumbleacross interesting stuff

a latent need may surface

[ focus on interesting content ]

demand generation demand fulfillment


16/20

high value

low cost = great ROIdistribution cost

long term relevance

rise of content marketing is driven by ROI

branding

content creation

SEO better conversion


17/20

6 questions publishers need to address

1. what are the 20 most asked questions by yourcustomers?

2. to answer these questions, what content is

available and what is lacking?

3. on what content and social platforms are your(prospective) customers present?

4. can you re-format the content to match the

selected channels?

5. what information do you need from a prospect to

make him marketable?

6. will your sales department properly deal with the

leads you deliver?

1

2

3

4

5

6


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and 8 tips to get started

1. be neutral - people will distrust any

organization which only promotes

itself

2. be timeless timeless content has a

long shelf life and helps drivepositive ROI

3. address a real problem this will

make your content relevant to your

audience

4. pay attention to style people havea built-in radar for crappy content

1

2

3

4

1. re-format and re-use this is not

about being lazy, its about being

smart

2. put it all on your website once you

have created great content, dontforget to enrich your own website

3. tell the world press releases and

posts on Twitter and Facebook about

your new piece of content

4. connect to business objectives apiece of content is only great if it

supports business objectives

5

6

7

8


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To me, a brand is trustSteve Jobs


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about

Ive gained vast online media experience in various B2C and B2B publishers in

the Netherlands. I was active in many roles, including online product manager,

online publisher and innovation manager, at large media companies such as

Sanoma Media en Reed Business. At Reed Business, I was ultimately appointed

Chief Strategy Officer, responsible for strategy and business development.

Ive studied International Business at the University of Maastricht.

Currently, Im the CEO and Founder of CheckZis.

> [email protected]

> +31 6 2039 0289

dennis saaltink

Documents

Content Marketing for Publishers