Content Marketing: Digital's Eureka Moment
Download as PPTX, PDF0 likes579 views
The document discusses content marketing as a strategic approach to drive marketing goals and engage target audiences through original and compelling content. It emphasizes the importance of aligning content with business objectives, understanding audience needs, and leveraging social media for promotion. Additionally, it highlights the necessity for inter-team collaboration and effective content execution to achieve significant results.
![Advertising Performance
Adblock used by 30% [Pagefair August 2013 Report]](https://image.slidesharecdn.com/contentmarketingeurekajuneedit-140714102314-phpapp01/85/Content-Marketing-Digital-s-Eureka-Moment-10-320.jpg)
More Related Content
![WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]](https://cdn.slidesharecdn.com/ss_thumbnails/drds4wfdt9sezk8kjdcw-signature-0a96945f5c643f9e14b956efeba0e9b9f43493e38a920ad46f5b15fd553d6d00-poli-140930113830-phpapp02-thumbnail.jpg?width=560&fit=bounds)
Similar to Content Marketing: Digital's Eureka Moment (20)
Content Marketing: Digital's Eureka Moment
- 1. Content Marketing Digital’s Eureka Moment
- 2. Paul North Head of Content and Strategy @2pointNorth plus.google.com/+PaulNorth uk.linkedin.com/pub/paul-north/27/987/1aa/ [email protected]
- 4. WHAT?
- 5. Mediarun’s Definition The strategic use of content to drive marketing goals, support business objectives and strengthen a website as a key destination for a target market. Content should be original, exceptional and engaging if it is going to stand out and perform.
- 6. “To create ideas so contagious they cannot be controlled, we call this liquid. And these ideas are so innately relevant to our business objectives, brands and consumer interests, we call this linked. And through the stories we tell, we will earn a disproportionate share of popular culture.” Other Definitions Jonathan Mildenhall – VP Global Advertising Strategy & Creative Excellence, Coca Cola www.youtube.com/watch?v=G1P3r2EsAos
- 9. Advertising Performance People ignore, get frustrated by, actively block this:
- 10. Advertising Performance Adblock used by 30% [Pagefair August 2013 Report]
- 11. Advertising Performance People seek out, subscribe, interact and tell others about this:
- 12. Advertising Performance This cost £7,000,000: https://www.youtube.com /watch?v=XqWig2WARb0
- 13. Advertising Performance This cost £3000: https://www.youtube.com/watch?v= ZUG9qYTJMsI
- 17. New Publishing Models Changing News Models
- 18. Brands Commissioning Work, Not Ads https://www.youtu be.com/watch?v=F HtvDA0W34I
- 19. Brands Commissioning Work, Not Ads dumbwaystodie.com
- 20. Marketing Team Structures Without With
- 21. HOW?
- 22. Know Your Message • Align with business and marketing goals • Make it answer needs of customers Awareness Consideration Purchase Experiencing Advocacy Customer Buying Cycle
- 23. Make It Meet The Requirements of a Channel Social – emotionally engaging, confirm purchase decision, imagery Search – match search trends and intent Email – say something new PR – newsworthy, relates to wider issue Display – answer customer needs
- 24. Make It Good Pick at least 1
- 25. Make It Good Consider curation
- 26. Make It Good Just don’t be unremarkable, or else:
- 27. The 70:20:10 Rule 70% - Safe, quick, proven 20% - Plays with formula and pushes boundaries 10% - completely new, high risk/reward How to develop your approach: 70% - Learn about your market, products, customers 20% - Learn about how to do content marketing 10% - Learn about something totally separate that inspires you And another one…
- 28. What Is Already Being Done? • Competitors aren’t just those with similar products • Competitors compete for your audience’s time and attention • Be better/different • Above: image search for “Game of Thrones infographic” published since April 1st 2014
- 30. Know Your Audience Customers Prospects Press Influencers
- 31. What Is Already Being Done?
- 32. Time It Right
- 33. Amplify
- 34. Amplify Great content needs effective planning, execution and promotion to work
- 35. Amplify WOW! A book excerpt featuring 2 of the internet’s heroes!
- 36. Amplify
- 37. Amplify Great content and ideas alone are not enough. It’s as much about context, execution and promotion.
- 38. Amplify Missing: • Inter-team collaboration (content and social) • Content promotion (Social media profiles never promote the blog!) • Content strategy • Centralised strategic function What if you don’t have hundreds of thousands of social followers? • Build influencer relationships • Create content that answers needs of influencers and customers • Be exceptional • Have a personality – be identifiable
- 39. Amplify • What is needed: • Seeding • Influencer targeting (Cision, Gorkana, Radian6) • Build an audience to work for you • Paid promotion (Twitter, Facebook, StumbleUpon, Outbrain, Taboola) • Split test
- 40. Measure
- 41. WHY?
- 42. How Content Works For Everyone How to guide for: • Onsite • Social • SEO • PPC • Email
- 43. How Content Works For Everyone Video Interview with CEO for: • Social • PR • SEO
- 44. How Content Works For Everyone Infographic for: • Native advertising • SEO • Social
- 45. How Content Works For Everyone Content
- 46. The Benefits • Unified channels, consistent message • Collaborative teams, cross-pollination of ideas, greater efficiency and effectiveness • Customers do the work for you • Budget savings • Production efficiency
- 47. CASE STUDY
- 48. Oscar Dresses Infographic Goals: • Develop fun and sharable content • Celebrate key industry event • Attract links and gain social shares • Increase brand exposure and brand awareness Thought Process: • Leveraging timing increases chances of interest, press coverage and viral effect. • Content needs to be visually attractive to appeal to fashion industry. • Cross over with film industry would bring additional audience.
- 49. Execution, Production & Outreach • Best Actress Winners • Dresses & Designers • Illustrative Pictures Research • Briefing Illustrator • Font, Copy, Colours, Designers, Look & Style • Visual Guidelines Execution • Placement on site • Seed out to 3rd party fashion titles • 20 UK and 50 US titles Outreach
- 50. Final Product
- 54. Results: Social Media Buzz
- 55. Results: Social Media Buzz Results: • 385+ placements/links • 160,000+ visits to Mediarun site • Massive social engagement • Estimate tens of millions of views worldwide • Massive UK and International press coverage Achievement of All Desired Goals! • Develop fun and sharable content • Celebrate key industry event • Attract links and gain social shares • Increase brand exposure and brand awareness
- 56. IN SUMMARY
- 57. Content Marketing is Digital’s Eureka Moment WHAT? • Internet has changed things again • Ad performance exposed • Strategically used content for achieving marketing aims HOW? • Brand, message, voice • Find out what makes you great to people • Targeting, timing • Build, iterate, improve WHY? Content marketing is the logical primary response to the new marketing opportunities the internet and particularly, social media present us.
- 58. How Do Agencies Work In This Picture? • Increase resource • Increase performance • Add expertise • Provide crucial outsider input • See the bigger picture