Embed Size (px)
Citation preview
Jaime PhamContent Marketing Evangelist
@jaimelynn09
P R E S E N T E D B Y
Which of These is NOT Content Marketing?
Why Content Marketing?
5
What if this started a research process?
Then the prospect goes here:
Maybe here:
9
If consumers are engaging with an average of 11.2
pieces of content before making a decision, how many
of those touch points are you influencing?
Source: Nielsen
10
11
Average Order Value for Ecommerce Purchases Worldwide, 2015
Source: eMarketer.com, AddShoppers 2015: on-site marketing breakdown
$88.28
$116.81
$126.93
$133.53
$133.86
$155.37
$160.29
$162.52
$164.76
$166.17
$177.56
$206.95
Wanelo
Wishpot
Google+
Tumblr
Polyvore
Kaboodle
StumbleUpon
Where are B2B buyers going for information?
Needs Analysis
Specs and Funding
Vendor Selection
1. Peers and industry
experts/influencers
2. Search
3. Blogs
4. Corporate websites for pricing
and competitor comparisons
Source: DemandGen B2B Buyers Guide 2015
Peer and industry expertise
Content Through the Buyer’s Journey
Shape Perception
Establish Trust
Drive traffic for
nurturing
Earn new
leads
Nurture to convince and convert
Infographics, blog posts, industry trends, influencer
content, “behind the scenes” and exclusive content
best practice guides, case studies, product reviews, analyst reports, webinars, blog posts
white papers, research briefs, product demos, trials, events, product reviews and comparisons, analyst reports
newsletters, recommendations, case studies, product news, tutorials
Content Through the Buyer’s Journey
Infographics, blog posts, industry trends,
influencer content, “behind the scenes” and
exclusive content
best practice guides, case studies, product reviews, analyst reports, webinars, blog posts
white papers, research, demos, trials, events, reviews and comparisons, analyst reports
newsletters, recommendations, case studies, product news, tutorials
Write for the audience, tailor for the
platform
16
*LinkedIn and Twitter show Trending in the UAE May 2016
The manifestation of the “professional mindset”…
Tiger Woods
Donald Trump
May Kabul Attack
Vladimir Putin
ExxonMobil
Business Accounting
Leadership
Sales & Distribution
Interviewing Skills
Hotels
Startups
Airlines
Recruiting
#Covfefe
#Kabul
Toyeen B’s World#Hana_Askender
#weapons
*Trending in the UAE June 2017
Productivity: the manifestation of the “professional
mindset”…
19
When you write for LinkedIn, simply aim to make your
audience more productive and successful
Content Marketing: An Opportunity to
Engage, Not Just Sell
20
Top Updates Inform, Entertain, and Inspire
But There is A Lot of Clutter, and Therefore
Competition for Attention
3 Things to Start Doing. Now.
1
2
3
Be helpful and audience-first. Think about the benefit to the member
Provide useful information before asking for contact information
Tell stories and use “you” language
But I Don’t Have Any
Content
24
Let’s Find Some
Webinar Recording:
https://bluejeans.com/s/A3RPg
South Africa Examples
27
Distribute
32
The Details of Distribution: Know when
to share
33
35
Mobile First
12:00PM
6:00AM
9:00PM
Staying Inspired
36
Channels to Follow
Linkedin.com/pulse/discover
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
