Transcript
Page 1: Eder holguin  content marketing rules for success

Content Marketing Rules for Success

Eder Holguin – CEO Ideal Media

Ad Tech London 2013

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What is Content Marketing

Leveraging or creating

content relevant to your

targeted demographic that

will drive a profitable

interaction. It’s a strategy that

fosters a subtle and nuanced

way to communicate, build

trust and entertain

consumers. Content

Marketing

Engagement

Metrics

Optimisation

Awareness

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“It’s Nothing New”

Content Marketing is about

telling a story to gain

exposure; people and brands

have been telling stories for

centuries for this purpose.

TV

Infomercials

Newspaper

Advertorials

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Growth

In 2012, digital media ad spend passed over 100 billion. In 2013 it is

up about 15%, to 118 billion

2013 Figures

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Spending by Location

Digital Ad spending increase

2013:

47.4% Middle East &

Africa

23.0% Latin America

19% Asia-Pacific

17% Eastern Europe

13.8% North America

11% Western Europe

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With overall digital media ad spending increasing we see shift

with marketing budgets in tandem. Larger amounts are being

spent by companies on content marketing.

Budget Expansion

Slideshare.com

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78% of consumers believe that companies offering custom content are

looking to build good relationships

Via Custom Content Council

Consumer Feedback

contentplus.co.uk

90% of consumers find custom content useful

Via TMG Custom Media

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Content Diversity in Online Marketing

Past:

70% used articles as their top marketing tactic

58% leveraged press released to market their brand

91% said that website content was their favorite method

Present:

64% use blogs to promote brands/business

33% use Infographics

87% use Video

44% use Photo Slides

Future:

59% of marketers will use branded mobile apps

86% of marketers believe that important to business growth

Social Media Examiner & Content

Crossroads

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Brands leveraging Content Marketing

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Awareness

Be aware of your audience.

Be aware of how your

audience interacts with the

digital space.

Be aware of the wants and

needs of your audience.

Understand how to amplify

your message.

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Optimisation

Test different messages.

Adjust and tweak the

presentation of your product

or service.

Frequent updates which

creates a real-time

optimisation.

Stay true to your message.

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Engagement

Success lies in the connection between companies & brands with their target market.

Communicate your message through the use of specific language, choices, and interests that reflect a target community.

Interact and participate in the community you wish to target.

Find problem, frustration, or concern within that community and address it accordingly.

Learn from your successes and innovate.

Nike interacts with first fan who #nike

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Metrics

How do you make sure your

content strategy is effective and

producing a proper ROI?

Amount of visitors and

sources of traffic.

Size (followers, fans, or

members).

Commentary and perception

about your brand/product.

Additional Measurements

Leads

Duration

Viral Activity

Interactions

Traffic Measurement

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Summary

Content Marketing is about engagement.

One the fastest growing trends in online marketing.

Content is not only being leveraged for search anymore.

Communicate effectively with your audience and get

actively involved.

Track the right metrics to determine ROI.