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Content Marketing: The engagement Gigantic Power.

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Presentation on theme: "Content Marketing: The engagement Gigantic Power."— Presentation transcript:

1 Content Marketing: The engagement Gigantic Power

2 Content Marketing: The Engagement Gigantic Power TOC  What is Content?  What is Content Marketing?  What is NOT Content Marketing?  Why Content Marketing?  Some Figures & Stats  Content Marketing Challenges  Content Marketing Process  How to Plan for your Content Marketing  What is Engagement?  Content Marketing KPIs  Final Words

3 So…What is Content? Content = Something Expressed Article News Video Game Infographic Web site Micro Site Digital Magazine Blog & micro-blog App Forum Contest Photo Albums Music Albums Comment eNewsletters Whitepapers eBooks Webinars Case Studies Virtual events Demos Digital Profiles Surveys What is considered online “Content”

4 Emails & Newsletters Website Social Media Content Syndication –RSS Online Events Digital Press Podcasts Search Engine Marketing and where to publish? What are online “Content "distribution channels Some channels…

5 What is Content Marketing? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. By Definition

6 What is NOT Content Marketing? Remember…”NOT” ! Selling Advertising Interrupting marketing Media buying Content marketing is a rather than a strategy. Pull Push So…

7 “Consumers have shut off the old- style world of marketing. They now record own a DVR to record their favorite shows and skip television advertising” Instead, your customer WANTS your marketing; your sales message is needed and even requested! X Are you sure ? Yeah…

8 Concept Change Un-Marketing Stop Marketing… Start Engaging… Scott Stratten New!!

9 Engagement By definition is… A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. WIKI

10 Humanize Be Flexible Keep It Simple Listen to & study your customers on all channels Optimized web site for mobile phones Do not waste their time Be Keen to get feedback Branded Web site Engagement So, what can I do to engage my customers?

11 Why Content Marketing Because Content Marketing will... Build TRUST Generate Targeted Traffic Increase Audience & Reach Engage Audience Increase on-the-spot Conversion Build Connections & Relations Provide Thought Leadership Increase WOM Help Prospects understand You +

12 hmmm… What about tactics?! of B2B marketers rate newsletters as the most effective content marketing tactic 58% 68% of B2B marketers rate white papers as the most effective content marketing tactic of B2B marketers rate in-person events as the most effective content marketing tactic 57% CMI

13 Great! Now… What about organizational goals? CMI

14 87% of B2B marketers use Social Media to distribute content. hmmm… and distribution? CMI

15 Speaking about Social Media Did Marketers use change in 2012? Increased dramatically from 2011 to 2012 You Tube : 47 % LinkedIn : 39 % Twitter : 35 % Facebook : 30 %

16 What about giving you some STATS… 70% 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. of business decision makers say content marketing makes them feel closer to the sponsoring company Roper Public Affairs Survey

17 and some other … STATS… of companies today outsource their content marketing 62% Mashable 61% 78% believe that organizations providing custom content are interested in building good relationships with them. of consumers feel better about & are more likely to buy from a company that delivers custom content. Custom Content Council TMG Custom Media

18 and… some more… 25% Marketers now spend a quarter of their marketing budget on content marketing. B2B Marketing Insider Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online Content Marketing Institute

19 What about… Cost? G+ The average cost to generate a lead through: $143 $373 INBOUND Marketing………… OUTBOUND Marketing…………………………………………………………….

20 Content Marketing Challenges Here are some… Who is my buyer I do not have enough content & content creator There is a lot of channels, which should I use Questions you may ask & Problems you may face: key Research Your Buyer Outsource

21 Content Marketing Process You can call it “phases”, I don’t mind! 1. Research & Plan 2. Create3. Optimize 4. Promote & Distribute 5. Measure

22 So, How to Plan for your Content Marketing Yeah! call this “Content Marketing Strategy”, I don’t mind either! Set your Goals Know where they hang out online - favorite platform - Facebook, Twitter, YouTube…. Decide on content tactics: articles, videos, micro-site, podcast… Know your target audience, Preferences, triggers and behavior. Step 1 Step 2 Step 3 Step 4 Create Exciting Content Engage consumers in order to have them interact with the content Decide how you will measure the effectiveness - KPIs Distribute each piece of content to its relevant platform Step 5 Step 6 Step 7 Step 8 +

23 Relation & Trust Page Rank Inbound Links # Fans # Followers # Comments # Shares # Mentions Page Views Customer Insights Email open Rate Downloads Feedback Forms Inquiries Comments Effective Channels Finally…You gotta learn about your… KPIs

24 Leads & Sales # Inquiries about Product / Service # Product Catalogue downloads # Qualified Leads from specific content Closed deals from your online channels and where the money comes from… Your Prospects!

25 Hmmm… compare KPIs to what then? Relation & Trust What to benchmark to? Online Paid Advertising Competitors’ handy figures Last year’s figures

26 It’s time for a pieces of wisdom… Okay…I’ll give you 3! “Be yourself. Everyone else is already taken.” – Oscar Wilde “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler Content marketing is a commitment, not a campaign.” – Jon Buscall The most important!

27 and the famous one By Bill Gates… “Content” is KING.

28 wooooh…I had FUN! Hope you did too Thanks for being here! Hesham…


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