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THINK CONTENTMarketing in the digital age

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verb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. crafted) :a beautifully crafted object.

Ian MillerSearch Director

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Who are we?• Integrated full-service digital agency • Head office based in Ipswich • Delivering successful campaigns since 2005 • Award winning work • An expanding team of 40 digital experts

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What we doWE DESIGN

Websites

Apps

Software

Brands

WE BUILD

Websites

Apps

Software

eCommerce

WE PROMOTE

Search Marketing

PR

Online Advertising

Content Marketing

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What is the digital age?

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Source: Pew Research Center

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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html

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Source: http://www.guardian.co.uk/media/abcs

We’re moving online

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HOW IS DIGITALMARKETING DIFFERENT?

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WRONG QUESTION.

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WRONG QUESTION.

HOW IS GOOD DIGITALMARKETING DIFFERENT?

Interruption vs. engagement

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Content = engagement

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We are not alone

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$400 million bet

Source: http://contentmarketinginstitute.com/2012/01/coca-cola-content-marketing-20-20/

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SPENT $2.5 BILLION ON CONTENT MARKETING

TECHNOLOGY IN18 MONTHS

Source: http://contentmarketinginstitute.com/2013/03/content-marketing-disruptors-2013/

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40% REDUCTION IN PRINT AND TV ADVERTISING

“Connecting used to be, ‘Here’s some product,

and here’s some advertising. We hope you like it,’”

“Connecting today is a dialogue.”

Nike CEO Mark Parker

Source: http://www.fluffylinks.com/nike-digital-marketing

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GAWKER EXPECT TO MOVE AWAY FROM BANNER

ADVERTISING WITHIN 2 YEARS

18.6 MILLION MONTHLY READERS

Source: http://www.businessinsider.com/gawker-e-commerce-sponsored-content-2012-5

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What is this “content”?

CONTENT GOES HERE

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CONTENT

GOES HERECONTENT GOES HERE

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CONTENT GOES HERE

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Content is intendedto be consumed

or

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But can it make a difference to my business?

73% OF PEOPLEprefer to get information about an

organisation in a collection of articles rather than in traditional

advertisement

Source: http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/

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61% OF PEOPLEfeel better about a company that delivers custom content and are

more likely to buy from that company

Source: http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/

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Blogs areTWICE AS LIKELY

as magazines to have inspired a product purchase over the

last six months

Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/

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And yet…The average

time spent ona webpage is

25seconds

On average, visitors onlyread around

20%of content

One in fivevisitors leavea site within

5seconds

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Why?

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Why?

REMARKABLE BECOMES NORMAL

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So, be remarkable

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A good hockey player plays

where the puck is.

A great hockey player plays

where the puck is going to be.Wayne Gretsky

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Think beyond words

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Examples of great content

Let’s look at the exciting stuff

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crisisofcredit.com

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photoid.nike.com

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rcs.seerinteractive.com/money

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rcs.seerinteractive.com/money

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ONE RACE, EVERY MEDALIST EVER

nytimes.com/interactive/2012/08/05/sports/olympics/the-100-meter-dash-one-race-every-medalist-ever.html

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nytimes.com/interactive/2012/08/05/sports/olympics/the-100-meter-dash-one-race-every-medalist-ever.html

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How about the rest of us?

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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23

http://blog.crafted.co.uk/blog/2013/4/18/brighton-seo-crafted-takeaways.html

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inspiresme.co.uk

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It doesn’t have to be difficult

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What makes great content?

USEFUL X INTERESTING= EFFECTIVE

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One size doesn’t fit all

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Think “how” rather than “why”

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BE THE CUSTOMER, NOT THE COMPANY

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DON’T BE LAZY

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DON’T BE LAZYEither write something

worth reading, or do something

worth writingBenjamin Franklin

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CONTENT IS CUSTOMER SERVICE

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Ipswich Studio32 Fore Street,Ipswich, IP4 1JUT: +44 (0) 1473 322841E: hello@crafted.co.uk

London OfficeClerkenwell Workshops,27/31 Clerkenwell Close,London, EC1R 0ATT: +44 (0) 20 3393 3852

www.crafted.co.uk

Thank youAny questions?