New Content Marketing Rules for 2015

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    16-Jul-2015

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  • 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

    NEW CONTENT MARKETING

    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

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Where Youve Seen Us

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Featured Clients

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • SOCIAL

    CRM & MA

    ANALYTICS

    SEARCH EMAIL

    CONTENT

    DESIGN

    7

    STRATEGY

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Get In The

    Content Game

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    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

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    CONTENT MARKETING: A strategic marketing approach focused on creating and distributing valuable,

    relevant, and consistent content to attract and retain

    a clearly defined audienceand, ultimately, to drive profitable customer action.

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Content Impacts All Digital Channels

    Content

    Email

    Search Digital

    PR / Social

    Marketing

    Automation

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • CONTENT

    MARKETING

    INITIATIVES TOP 2015

    55%

    Say theyll increase spending

    Content Marketing Institute/Marketing Profs 2014

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    1. Creating engaging content

    2. Producing content consistently

    3. Achieving, measuring & demonstrating

    content marketing ROI

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    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

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

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Content marketing costs

    62% less than traditional marketing & generates

    approximately 3X as many leads.

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    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

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

    Upsell/Cross-Sell

    Customer Evangelism

    Customer Retention

    Lead Nurturing

    Sales

    Engagement

    Lead Generation

    Brand Awareness

    Organizational Goals for B2B Content Marketing

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

  • 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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Metrics Matter

  • 78% of the most effective

    marketers are creating

    more content now than

    they did a year ago

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

    - Content Marketing Institute

  • Q: Whats the #1 area of content marketing that B2B marketers want to learn more about?

    A: Aligning content to business goals.

    Content Marketing Institute 2014

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Googles Panda algorithm is designed to prevent

    sites with poor quality

    content

    from working their way into

    Googles top search results.

    May 20, 2014

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    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

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Play To Your

    Audience

  • Consumers are dreaming,

    exploring and locating.

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    Define Your Customer Personas Demographics Service line Lifestyle Education

    Needs and interests Technology involvement Goals and challenges And more

    NEW CONTENT MARKETING

    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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Map the Customer Journey Deliver the right content in the right format to the right audience at the right time.

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Vary Formats

    & Include Visuals

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    TOP 5 Most Effective

    B2B Tactics

    In-Person Events

    69%

    Webinars / Webcasts

    64%

    Videos

    60%

    Blogs

    60%

    Case Studies

    69%

    Content Marketing Institute/Marketing Profs 2014

    NEW CONTENT MARKETING

    RULES FOR 2015

  • INFOGRAPHICS is the

    tactic that had the GREATEST

    INCREASE in usage.

    2013 USAGE 2014 USAGE

    51% 62%

    Content Marketing Institute/Marketing Profs 2014

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    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

    Content Marketing Institute 2014

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • Companies with 30+

    landing pages generate

    7x more leads than those with fewer than 10.

    HubSpot

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    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

  • NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    Theres no cookie cutter approach to content marketing

    NEW 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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    NEW CONTENT MARKETING

    RULES FOR 2015

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

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    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

    NEW CONTENT MARKETING

    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: info@aismedia.com

    NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

    Webinar Attendees Only

    6-Part Series

    NEW CONTENT MARKETING

    RULES FOR 2015