Content Marketing: The engagement Gigantic Power

Content Marketing: The Engagement Gigantic Power

TOC

What is Content? What is Content Marketing? What is NOT Content Marketing? Why Content Marketing? Some Figures & Stats Content Marketing Challenges Content Marketing Process How to Plan for your Content Marketing What is Engagement? Content Marketing KPIs Final Words

So…What is Content? Content=

Something Expressed

What is considered online “Content”

• Emails & Newsletters

• Website

• Social Media

• Content Syndication –RSS

• Online Events

• Digital Press

• Podcasts

• Search Engine Marketing

and where to publish?What are online “Content "distribution channels

Som

e c

hannels

…

What is Content Marketing?

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

By Definition

What is NOT Content Marketing?Remember…”NOT” !

SellingAdvertisingInterrupting marketing Media buying

Content marketing is a rather than a strategy. 

PullPush

So…

“Consumers have shut off the old-style world of marketing.

They now record own a DVR to record their favorite shows and skip television advertising”

Instead, your customer WANTS your marketing; your sales message is needed and even

requested!

X Are you sure ?

Yeah…

Concept Change

Un-MarketingStop Marketing… Start Engaging…

Scott Stratten

New!!

EngagementBy definition is…

A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand.  WIKI

Humanize

Be Flexible

Keep It

Simple

Listen to & study

your customers on all

channels

Optimized web site for mobile phones

Do not waste their time

Be Keen to get

feedback

Branded Web

site

EngagementSo, what can I do to engage my

customers?

Why Content MarketingBecause Content Marketing will...

Build TRUST

Generate Targeted Traffic

Increase Audience & Reach

Engage Audience

Increase on-the-spot Conversion

Build Connections & Relations

Provide Thought Leadership

Increase WOMHelp Prospects understand You

+

hmmm…What about tactics?!

of B2B marketers rate newsletters as the most effective content marketing tactic

58%68%

of B2B marketers rate white papers as the most effective content marketing tactic

of B2B marketers rate in-person events as the most effective content marketing tactic 57%

CMI

Bra

nd

Aw

are

ness

Cu

sto

mer

Acq

uis

itio

n

Lead

Gen

era

tion

Cu

sto

mer

Rete

nti

on

&

Loyalt

y

Th

ou

gh

t Lead

ers

hip

En

gag

em

en

t

Web

sit

e T

raffi

c

Lead

Nu

rtu

rin

g

Sale

s

79% 74% 71% 64% 64% 63% 60%45% 43%

Great! Now…What about organizational goals?

CMI

Lin

ked

In

Tw

itte

r

Faceb

ook

You

Tu

be

G+

Pin

tere

st

Slid

esh

are

Flicker

Insta

gra

m

83% 80% 80%

61%

39%

26% 23%

10% 7%

87%of B2B marketers use Social Media to distribute content.

hmmm…and distribution?

CMI

Speaking about Social MediaDid Marketers use change in 2012?

Increased dramatically from 2011 to 2012

You Tube : 47 %

LinkedIn : 39 %

Twitter : 35 %Facebook : 30 %

What about giving you some STATS…

70% 80%of business decision makers prefer to get company information in a series of articles versus an advertisement.

of business decision makers say content marketing makes them feel closer to the sponsoring company

Rope

r Pub

lic A

ffairs

Sur

vey

and some other …STATS…

of companies today outsource their content marketing

62%Mashable

61%

78%believe that organizations providing custom content are interested in building good relationships with them.

of consumers feel better about & are more likely to buy from a company that delivers custom content.

Custom Content Council

TMG Custom Media

and…some more…

25%Marketers now spend a quarter of their marketing budget on content marketing. B

2B

Mark

eti

ng Insi

der

Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent onlineC

onte

nt

Mark

eti

ng Inst

itute

What about…Cost?

G+

The average cost to generate a lead through:

$143

$373

INBOUND Marketing…………

OUTBOUND Marketing…………………………………………………………….

Content Marketing ChallengesHere are some…

Who is my buyer

I do not have enough content

& content creatorThere is a lot of channels, which should I use

Questions you may ask & Problems you may face:

key

Research

Your Buyer

Outsource

Content Marketing ProcessYou can call it “phases”, I don’t mind!

1. Research& Plan

2. Create

3. Optimize4. Promote& Distribute

5. Measure

So, How to Plan for your Content Marketing Yeah! call this “Content Marketing Strategy”, I don’t mind either!

Set your Goals

Know where they hang out online - favorite platform - Facebook, Twitter, YouTube….

Decide on content tactics: articles, videos, micro-site, podcast…

Know your target audience, Preferences, triggers and behavior.

Ste

p 1

Ste

p 2

Ste

p 3

Ste

p 4

Create Exciting Content

Engage consumers in order to have them interact with the content

Decide how you will measure the effectiveness - KPIs

Distribute each piece of content to its relevant platform

Ste

p 5

Ste

p 6

Ste

p 7

Ste

p 8

+

Relation & Trust • Page Rank

• Inbound Links• # Fans• # Followers• # Comments• # Shares• # Mentions• Page Views

Customer Insights • Email open Rate

• Downloads• Feedback Forms• Inquiries• Comments• Effective Channels

Finally…You gotta learn about your…KPIs

Leads & Sales

• # Inquiries about Product / Service• # Product Catalogue downloads• # Qualified Leads from specific content• Closed deals from your online channels

and where the money comes from…

Your Prospects!

Hmmm…compare KPIs to what

then?Relation & Trust

What to benchmark to?

Online Paid Advertising Competitors’ handy figures Last year’s figures

It’s time for a pieces of wisdom…Okay…I’ll give you 3!

“Be yourself. Everyone else is already taken.” – Oscar Wilde

“Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler

Content marketing is a commitment, not a campaign.” – Jon Buscall

The most important!

and the famous oneBy Bill Gates…

“Content” is KING.

wooooh…I had FUN!Hope you did too

Thanks for being here!Hesham…