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Challenge
The Challenge
ProblemJust 3,500 carsMore cars, mileage >> more tyres sold
SolutionMake driving easier̶� Where to find petrol, fix tyres̶� Where to eat, sleepGave away 35,000 Guides
France 1900
1.2 million guides sold, 23 countries
Michelin stars define quality
100 Years Later
Telecom is using content to solve a similar problem
• Create useful content• To grow a market• By solving a problem• That’s slowing growth
Content Marketing is not new … What is new is the internet
• It gives users control over (interruptive) advertising
• But, it also gives brands the ability to beat this by becoming publishers
A Definition
A Definition
Content marketing process
1. Create content people want What’s in it for me?
2. Distribute that content Through own and
other channels• Connect it to the sale
Direct = Lead Gen Indirect = Brand
Brand
Trust
The Balancing Act
#1 Create Content that People Want
Don’t waste my time.
Don’t trick me.
How traditional media manage this Put audience/reader first
“Church & State” boundaries
How brands might deal with it Avoid (or at least question) conflicting aims
Appoint ‘reader champion’ with political clout
And please note that both the law and
Google’s Panda are watching, too.
What content should we use in content marketing?
(It used to be simple)
MagazinesBooksWebsite/MicrositeBlogs(Some) live events
Brand EmailEbooksWhite papersWebinarsCurationE-learningBlogs/Guest blogs
Lead Gen
Best content tools for:
Authoritative TopicalValuable Exchange
NewsListiclesPhotosVideoInfographics
SlideshareAnimated GIFSInternet memesCartoons
Social Sharing
MagazinesBooksWebsite/MicrositeBlogs(Some) live events
Brand
(Coming Soon!)
MagazinesBooksWebsite/MicrositeBlogs(Some) live events
Brand
Content
Hub
EmailEbooksWhite papersWebinarsCurationE-learningBlogs/Guest blogs
Lead Gen Aim
Use high-value content to build a ‘permission asset’To get More names, or More data(Seldom both)
NewsListiclesPhotosVideoInfographics
SlideshareAnimated GIFSInternet memesCartoons
Social Sharing Aim
Use topical, shareable content to: Build social presence Drive traffic to offers Build microsite traffic
Evergreen content Keeps earning year after year
How toFAQ
Guide to, Best ofCase studies
Curation(Undated) blog posts
http://www.flickr.com/photos/62661480
Getting distribution: How to market your content
• Website• Email list• Social (yours)
Owned
• Social/PR• Partnerships• SEO
Earned
• Ads• Native ads
Paid
Native advertising: Spot the Bud Light
Content Economics: How to value (justify) your content asset
Content Value
Cost to produce 250
No. of impressions 50K
CPM 6
GROSS earned/saved 300
Surplus $50
Content Economics: How to value (justify) your content asset
Content Value
Surplus $50
# Orders (0.1%) 5
Average order value 50
Sales income $250
TOTAL CASH surplus $300Plus ‘Soft’ benefits ?
* Only bet what you can afford to lose.
And because this is content marketing, I need to insert a subtle commercial message.
If you’d like a live version of this presentation for your team or event, or help with your content, technology or publishing strategy, contact [email protected].
