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Content Marketing for 2013. How to generate inbound leads with content marketing strategies. Hosted by White Horse Digital in York 30.11.12
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CONTENT MARKETING FOR 2013
30.11.12
A new era. New opportunities.
Being where your consumers/customers are.Creating content with a purpose.Connecting people with great content..
Why you are here.
Convergence.+ +
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#contentmarketing2013
GREAT CONTENT MARKETING BY
BRANDS
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?
INNOVATIVE – INTUITIVE – REVOLUTIONARY
Clue: Think different
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?
• SECRET – AMERICAN DREAM – ENERGETIC
• Clue: It’s the real thing
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?
A SHOE – A COMPANY – A JOURNEY
Clue: Just do it
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?
• MAGIC – PROPER RUSTIC – DISHED UP
• Clue: Lovely jubbly
LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?
100% PURE – NATURAL - DELICIOUS
Clue: fruit and nothing but nothing but fruit
PUTTING CUSTOMERS AT THE HEART OF YOUR CONTENT
MARKETING
Connecting with customers.Customers & who they really areCreate content with a purpose – for you and for themCustomer lifecycle
James Carnegie-Brown Recap
• Keep your message simple• Create relevant content across
different channels• One size does not fit all• Create a 2-way conversation• Old models broken. Must think
differently• Have measurement tools in place,
such as the campaign hub
WE ARE AN S&M WORLD (SOCIAL &
MOBILE)
“Little pellets of love”
There are more I phones sold per day (402k) than people born in the world per day (300k)
Mobile has doubled in the last 18 months – 10% of all internet usage worldwide (TNW)
91% of mobile internet access is for social activities, versus just 79% on desktops (Hubspot)
“Twitter is the second screen”
80% of Twitter users access it on their phones.
“Twitter is like a bridge connecting different media”
44% of marketers have had business from Twitter.
“Twitter is the second screen”
80% of Twitter users access it on their phones.People use an average of “Twitter is like a bridge connecting different media”
“We’re all mad for a bit of Instagram”
Photo & Video sharing/viewing is
5 million Instagram photos uploaded per day.
ORM LONDON – PETER GOUGH & LORENZO VASINI
ORM Hangout Recap
• Think context of use• Create location based content• Remove clutter from your site• Don’t give people a link to your
homepage from a mobile site• People want to consume what they
want, when they want
HOW WE MEASURE ROI & CREATE
ACTIONS
You are what you measure….
Action
Analysis
Content CreationContent
Publishing
Measurements & ROI Recap
• Look at tools that are suitable to you• Tools such as Sprout Social are great
to track social media• With the campaign hub you are able
to create specific actions for specific segments and increase conversions.
Conversion Optimisation – The Campaign Hub
A visitor is identified by The Campaign Hub as being interested in ski packages and winter holidays.Using The Campaign Hub, the website can display targeted versions of each page to each individual visitor in real-time.
