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Fairfield CT Public Library!01.21.15!
Introduction to Content Marketing
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Our Discussion Tonight!
§ Content Marketing!!Origin and Definition !
§ Examples and Formats!§ Goals of Content Marketing!§ Your Target Audience’s Behavior!§ Developing a Strategy!§ Tips and Recommendations!§ Common Mistakes!§ Repurpose Your Content To The Max!§ Examples to Follow for SMBs/Nonprofits!
Origin and Definition!
1890s to 2015 !
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Content Marketing Defined!!The creation and distribution of relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.*!
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!§ Brings a brand to life!§ Builds trust!§ Entertains, inspires and tells a story!§ Informs a customer to act!§ Speaks to market trends!§ Adds value by providing utility !§ Doesn’t overtly promote the brand !
*Content Marketing Institute!
Forms of Content Marketing!
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The Evolution of Content Marketing!
5 years ago!§ Blogs § Physical and emailed
newsle2ers § Microsites § Magazines § Physical books § Podcasts
2 years ago!
§ Blogs § Digital newsle2ers,
magazines, whitepapers
§ Social media presence on Facebook, Twi2er, LinkedIn
§ Build out a video presence
Now!
§ Blogs(some ID’d, some anonymous
§ Original/curated content, white papers, social media & messaging experIse
§ Video is expected § AnalyIcs that drive
personalizaIon § Metrics Ied to ROI
That’s Content Marketing! !
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§ Numerous definitions and applications including “sponsored stories,” “promoted updates” and “branded content.”!
§ Ad/brand affiliation not required to be effective!§ Move away from quantity to curated, high quality content
aimed at consumers’ interests/needs.!§ Gone from pushing the message via advertising to
producing content that will pull people towards your brand. !
§ H2H not B2C or B2B!
Native Advertising!
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“Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. The word "native" refers to the content's coherence with other media on the platform.”--Wikipedia!
Reaching Today’s Consumer!
Challenge Reaching Consumers Today !
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§ Attention span now 8 seconds, was 12 seconds in ’00*!
§ 86% of TV ads ignored**!
§ 44% DMs never opened**!
§ 90% of emails never opened**!
§ 4.75 billion pieces of content shared daily**!
§ 800 million Snapchats sent daily**!
§ 500 million tweets posted each day**!
§ 1.8 billion photos uploaded each day**!
§ 2 million blog posts written each day**!
*Statistic Brain **B2BMarketingInsider.com!
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Consumer Decision Journey!
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OLD LINEAR FUNNEL:!Awareness>Familiarity>Consideration>Purchase!!TODAY’S TWO-WAY CIRCULAR FUNNEL:!Initial Consideration>Active Evaluation>Moment Of Purchase>Postpurchase Evaluation!*Give consumers the information and support they need to make the right decision!
On The Importance of Video !
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§ Video Converts Better Than Any Other Medium! According to 70% of Marketing Professionals*!§ Variety of Styles Being Produced! On-location, Testimonial/Interview, Spokesperson, !Presentation, Man on The Street!
§ Used in Email Marketing by 60% of Marketing Professionals (82% Find Effective)**!
§ Used for Lead Generation!§ Use of Online Video For Sales Leads, Email Marketing,
Social Media and Website On Rise**!§ YouTube Seen As Complement Not Focus!
*Invido **2013 Web Video Marketing Council Survey and Video Trends Report!
Be Mobile-Centric!
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Smartphone Ownership!§ In the US, 72% or 172 Million Own
Smartphones*!§ 85% of Millennials Own Smartphones*!!Turkey Day-Cyber Monday !§ Over 50% of Internet Traffic from Mobile*!§ Mobile Traffic over 27% During the Holidays*!!US Adults Under 50!§ Use Text Messaging more Frequently than
Phone Calls, Sending/Receiving Emails*!
*FierceCMO!
Smartphone Owners Daily Use!
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Getting Started/Tips & Mistakes!
Getting Started As A Small Business !
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1. Identify your business goals/Create a content marketing strategy or mission statement BEFORE you dive in!!Sales, Savings or Sunshine?!
2. Define who you are targeting!3. Find a need!4. Determine what value will be created for this customer!5. Decide what actions you are trying to trigger!6. Ask yourself who are your storytellers!!Can be other employees and even guests!
7. Construct an editorial calendar!8. Establish and follow a process/Analyze your results!9. Find a model!!Other companies that resemble yours!
10. Keep it up! !Ultimate Goals? Engagement, Advocacy, Conversion!
3 Templates To Complete First!
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Marketing Position Template by Susan Silver!“To (target audience) that has (unmet need), our company is the (competitive set) that has (unique point of difference) because it (evidence 1, 2 and 3).”!!Content Marketing Mission by Joe Pulizzi!“Our website is where (target audience) finds (what content) for (what benefit).”!!Social Media Mission Template by Laura Fitton!“@Ouraccount is where (target audience) can find (what content).”!
Ask First, Answer Second!
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§ Request Customer Engagement!§ Get Inspiration By Asking Potential Customers! What are problems you have? What can I help you solve?!§ Deliver Value In Multiple Ways (videos, ebooks, articles) ! People (and search engines) reward you !!§ Resist Any Urge To Go Broad!§ Short, But Not Too Short!§ Really Listen!§ Tell Engaging Stories!§ Consider Using Humor!§ Make It Professional!
Brands Have Become Storytellers!
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“Facts tell, but stories sell”*!
Key Elements of a Classic Story:!
§ Protagonist the listener cares about!
§ Catalyst compelling the protagonist to take action!
§ Trials & tribulations!
§ Turning Point!
§ Resolution!*MarketingProfs.com!
Common Mistakes!
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§ No Plan!§ Wrong Purpose ! Grow your audience first, then look to sell them!§ Neglecting Your Content Personality!§ Not Visual!§ Trying to Earn Consumers Trust Via Social Media Too Soon!§ Inconsistent Behavior!§ Not Promoting Your Writing! Writing is only half the battle…Content is king but…!§ Not Repurposing! Extract as much value as possible (in different forms)!
The Relationship Era!
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Repurpose Your Content!
Turkey Leftovers—Jason Miller!
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Nourish and Reward Your Audience!
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Variety, Frequency and Effort!
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Books:!
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Blogs/newsletters:!
NewsCred, Contently, Skyword, MarketingProfs, !
Business2Community, Content Marketing Institute !
Examples!
Need 2 Know!!
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The Skimm!!
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Dollar Shave Club!!
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Bumps for Boomers!!
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Bumps for Boomers!!
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Hi Andrew WELCOME to the BUMPS FOR BOOMERS ® Mogul & Powder Skiing Tip Of The Week Newsle2er Series -‐ and CONGRATULATIONS on taking the first step to becoming a be2er mogul and powder skier. Here is your first Weekly Mogul and Powder Skiing Tip: Carving is a very appropriate technique for skiing on groomed runs. But, to become a good mogul or powder skier you want to do the opposite of carving -‐ which is to learn how to ski with a so> edge (less of an edge angle on your ski). When you ski with a so> edge, centrifugal force will cause your skis to "dri>" (slip, slide) to the outside of the turn. This lateral movement creates fricDon and you can use this fricDon to slow your speed. Mastering changes in the edge angle of your skis on the snow is a valuable speed control technique. If you use this technique, in combinaDon with several of our other Dps, it will enable you to ski moguls and powder without the need for fast reflexes. To your success in becoming a mogul and powder hound ... You don't need a shot of courage to ski moguls. You need a new approach.
Karen Kavett—Graphic Design!!
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Nonprofits!
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§ 69% have someone who oversees content marketing*!§ Too much on direct mail!!Response rates have declined by 25% over the !past 9 years. !
§ Overcoming the time and budget dilemmas:!§ “Nonprofits without many resources for content
marketing should focus on delivering consistent content by owning just one channel. Be the go-to-resource!” Joe Pulizzi!
§ Content curation! Livestrong.org, Cancer.org etc!§ Hub for people looking for information!§ Repurpose as much as possible!
*Content Marketing Institute!
Non-Profit Examples!!
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Additional Resources!
Recommended Reading!
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Recommended Reading!
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Blogs/Newsletters: !NewsCred, Contently, Skyword, MarketingProfs, Rebecca Lieb, Scott Abel,!
Business2Community, Content Marketing Institute, Jeff Bullas, Mark Schaefer !
