New Content Marketing Rules for 2015

Welcome to our webinar!

#DigMktg15

Melanie Merrifield Senior Content Strategist, AIS Media

Your presenter

NEW CONTENT MARKETING

RULES FOR 2015

Lift. Brand Awareness

Customer Engagement

Conversion Rates

Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15


RULES FOR 2015

Our Offices

Digital Marketing Strategy

User Experience (UX) Design

Lead Generation & Online Sales Programs

Digital Marketing (SEO / PPC / Email)

Conversion Rate Optimization (CRO)

CRM Selection & Implementation

Marketing Automation

Sales Process Alignment

Content Journey Mapping

Lead Management

Founded 1997

Atlanta Dallas

Award-Winning Design Team


RULES FOR 2015

Where You’ve Seen Us


RULES FOR 2015

Featured Clients

NEW DIGITAL MARKETING RULES 2015 | #DigMktg15


RULES FOR 2015

SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

CONTENT

DESIGN

7

STRATEGY



RULES FOR 2015

Get In The

Content Game


Unsure

0%

1-9%

10-24%

25-49%

50-74%

75-99%

100%

Percentage of Total Marketing Budget Spent on B2B Content Marketing

Source: Content Marketing Institute, 2015 Benchmarks, Budgets, and Trends – North America


RULES FOR 2015


CONTENT MARKETING: A strategic marketing approach

focused on creating and distributing valuable,

relevant, and consistent content to attract and retain

a clearly defined audience—and, ultimately, to drive

profitable customer action.


RULES FOR 2015

Content Impacts All Digital Channels

Content

Email

Search Digital

PR / Social

Marketing

Automation



RULES FOR 2015

46%

32%

11%

9% 2%

Increase

Remain the Same

Unsure

Significantly Increase

Decrease

B2B Content Marketing Spending (over next 12 months)

Content Marketing Institute 2014



RULES FOR 2015

CONTENT

MARKETING

INITIATIVES TOP 2015

55%

Say they’ll

increase spending

Content Marketing Institute/Marketing Profs 2014


1. Creating engaging content

2. Producing content consistently

3. Achieving, measuring & demonstrating

content marketing ROI


RULES FOR 2015


Inbound Links

Time Spent on Website

SEO Ranking

Sales Lead Quality

Sales

Higher Conversion Rates

Sales Lead Quality

Website Traffic

Metrics for B2B Content Marketing Success



RULES FOR 2015

Content marketing costs

62% less than traditional

marketing & generates

approximately 3X as

many leads.



RULES FOR 2015


“Kraft now generates the equivalent of 1.1 billion ad impressions a year and a 4X better

return on investment through content-marketing than through targeted advertising.”

Julie Fleischer

Director of Data, Content & Media


RULES FOR 2015



RULES FOR 2015

Upsell/Cross-Sell

Customer Evangelism

Customer Retention

Lead Nurturing

Sales

Engagement

Lead Generation

Brand Awareness

Organizational Goals for B2B Content Marketing


90% of consumers find

custom content useful Custom Content Council

70% of consumers prefer

getting to know a company

via articles over ads. Content Marketing Institute

78% believe organizations providing

custom content are interested in building

good relationships with them. Custom Content Council



RULES FOR 2015

Metrics Matter

78% of the most effective

marketers are creating

more content now than

they did a year ago



RULES FOR 2015

- Content Marketing Institute

Q: What’s the #1 area of content marketing that

B2B marketers want to learn more about?

A: Aligning content to business goals.




RULES FOR 2015

Google’s Panda algorithm

is designed to prevent

sites with poor quality

content

from working their way into

Google’s top search

results.

May 20, 2014



RULES FOR 2015


1. aceshowbiz.com –75% 2. ask.com –50% 3. starpulse.com –50% 4. isitdownrightnow.com –50% 5. examiner.com –50% 6. ebay.com –33% 7. biography.com –33% 8. retailmenot.com –33% 9. history.com –33% 10.yellowpages.com –20%

Top 10 Victims Websites With the Highest Percentage of Lost Traffic


RULES FOR 2015

Play To Your

Audience

Consumers are dreaming,

exploring and locating.



RULES FOR 2015


Define Your Customer Personas • Demographics

• Service line

• Lifestyle

• Education

• Needs and interests

• Technology involvement

• Goals and challenges

• And more…


RULES FOR 2015

Finally Ready He/she has waited a lifetime to address a specific body feature like a nose

or jawline. May view elective surgery as a major milestone. Is willing to

undergo discomfort for the desired outcome. Wants to believe now is the

best time to act, if price allows.

Interest level: Low

Psychographic: This is my time

Role: Decision maker with lesser means, spends wisely

Cosmetic Surgery Personas at a Glance

Forever Young 35+ adult striving to look her best. See cosmetic procedures as a necessary part of

aging. Wants effective procedures for long-term effect, with minimal discomfort.

Price is inconsequential.

Interest level: High

Psychographic: Age is the enemy

Role: Decision maker with means

My Best Self Require surgical procedures following medical procedure such as

mastectomy. Seeks to regain or improve pre-diagnosis appearance.

Balances desire to proceed with treatment fatigue. Emotionally fragile;

needs encouragement and support.

Interest level: Medium

Psychographic: Reconstruction is part of emotional healing.

Role: Decision maker with means, insurance issues



RULES FOR 2015

Have A

Content Plan

Customer Content Drives

Awareness Tries Something

New

Word of Mouth/ Ratings & Review

Website Content/ Opt. In List

Requests More Information

Website Content Mentions to Prospective Customer

Requests More Information

Content Can Support Customer Choice

Current Customer

New Customer

Influencer



RULES FOR 2015

Map the Customer Journey Deliver the right content – in the right format – to the right audience at the right

time.



RULES FOR 2015

Deliver the right content in the right format to the

right audience at the right time.

Awareness Consideration Decision

Videos

Trend Reports

Live Events

Demo Videos

Interactive Videos

Calculators

eBooks & Guides

eNewsletters

Testimonials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics

Articles

Webinars Quizzes & Widgets

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos

Ratings & Reviews

Copyright AIS Media, Inc. 2014

Commitment Level



RULES FOR 2015

Mapping Strategic Content Across the Customer Journey

1. Define customer personas

2. Map the customer purchase journey

3. Create a written content plan



RULES FOR 2015

Vary Formats

& Include Visuals


TOP 5 Most Effective

B2B Tactics

In-Person Events

69%

Webinars / Webcasts

64%

Videos

60%

Blogs

60%

Case Studies

69%



RULES FOR 2015

INFOGRAPHICS is the

tactic that had the GREATEST

INCREASE in usage.

2013 USAGE 2014 USAGE

51% 62%




RULES FOR 2015

How Often B2B Marketers

Publish New Content

26%

17%

19%

12%

8% 2%

Multiple Times/Week

Weekly

Multiple Times/Month

Monthly

Less than Once/Month

Unsure




RULES FOR 2015

Companies with 30+

landing pages generate

7x more leads than those

with fewer than 10. HubSpot



RULES FOR 2015



RULES FOR 2015

Create Your Content Schedule

Why? Google looks for fresh content

Rank higher in search

Increase website traffic = more leads

Repurpose

Content Liberally


There’s no cookie cutter approach to content marketing


RULES FOR 2015

REPURPOSING: Changing Format & Audience

• Leverages original content to its fullest extent

• Improves SEO

• Attracts different buyer personas

• Reaches audience through different mediums

• Reinforces your message



RULES FOR 2015

EXAMPLE: One 18 page white paper can be repurposed as:


1 Podcast interview

1 Video animation

5 Short blog posts

3 Infographics

1 eBook

1 Live event

3 Webinars

3 Slideshare presentations

25+ Social media pieces

1 White board video


RULES FOR 2015

FREE EXCLUSIVELY FOR WEBINAR ATTENDEES

Content Marketing Analysis & Consultation • Content strategy review

• Content marketing maturity

• Performance analysis

• Expert tips & recommended action steps

Call: 404.751.1043 | Email: [email protected]


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6-Part Series


RULES FOR 2015