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Content Marketing - the only marketing left! DG's Strategy and Planning Director & Head Of Content Marketing; Geraint Holliman presented at the #dgedge event on 30 January 2014. The recent rise of inbound marketing techniques has been the natural reaction to diminishing returns from traditional, outbound, broadcast-style marketing communication. With customers no longer responding to poorly targeted, badly segmented, interruptive messaging it has been content marketing that has emerged as the most effective inbound way to engage customers, build trust and improve loyalty. With every marketer being asked to make content key to their marketing strategies what are the key questions marketers should be asking of their content marketing strategies? Is content marketing really the ‘only marketing left’ as Seth Godin suggests? Using the very latest academic research and insights from all of the key content marketing commentators this forum will help you create effective content, engage customers and generate sales.
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@Direction_grp #dgedge Check-in
“Nobody cares about what your company does. Nobody cares about your products. Nobody cares about your services.
What they want to know is what YOU can do for THEM”
David Meerman Scott
Why content marketing?
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The role of content in the buying process
87% of B2B purchasers say that content has an moderate or major impact on vendor selection
Source: CMO Council 2013
60%of B2B buying decisions are being investigated, evaluated and compared BEFORE the selling brand is even contacted (and this figure is rising)
Source: SiriusDecisions/Harvard Business Review, July 2012
22% increase in length of B2B buying process over past 10 years Source:SiriusDecisions 2012
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What is Content ?
“Any information provided by a brand in a format which is relevant, compelling and timely to the audience’s needs at the point at which they engage with it and that does not overtly seek to sell the brand or its products”
(Source: Holliman 2013)
5© DirectionGroup 2014
What is Content Marketing?
“Content marketing is a technique for creating, distributing and sharing of relevant content to engage customers with brands at the appropriate point in their consideration processes such that it encourages them convert to a business building outcome.”
By the use of:
•Original content•Curated content•Licensed content•User generated content
•Interactive content (tools)
DRIVING PROFITABLE CUSTOMER OUTCOMES
Source: Holliman 2013
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The end of Interruptive Marketing as we know it
WW
W.e
ha
rmn
y.co
.uk
“Marketing to your customers by repeatedly interrupting them with advertising or selling messages
is simply not good enough any more - technology has changed all the rules” Seth Godin
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Qualities of truly effective content
RELEVANT
COMPELLING
TIMELY
Source: Holliman 2013
THEN your content will be considered great, epic or awesome
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Think: unanswered questions
• Ask yourself: What questions are my customers asking which are going unanswered?
• Does your content help customers make a better decision?
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Think like a PUBLISHER not an advertiser
• Be ‘helpful’ (Jay Baer, ‘Youtility’ 2013)• Think ‘subscribers’ not ‘customers’ • Think ‘conversations’ not ‘messaging’
If YOU talked to people the way that advertising talks to people………they would slap YOU in the face!
Content marketing approach
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Is your content so valuable that
customers would be prepared to pay
for it?
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“Content is the only marketing left”Seth Godin
“Content marketing is the future of marketing” Prof Don Schultz, Author ‘Integrated Marketing Communications’
“Increasingly, we’ll see content marketing absorbed into marketing, period. In other words, I don’t think we’ll be talking
about “content marketing” as a separate discipline in five years. It’ll just be…well, marketing.”
Ann Handley, Author ‘Content Rules’
Content marketing is….marketing
© DirectionGroup 2014
Contact
GERAINT HOLLIMANDirector of Planning
& Head of Content Marketing
@geraintholliman
/geraintholliman
EOIN RODGERSTactical Planner
@eoinrodgers
/eoinrodgers
@Direction_grp #dgedge Check-in
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