Content Creation: Do Not Settle for Pretty Good
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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 1 Content: Don’t Settle for Pretty Good
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Transcript of Content Creation: Do Not Settle for Pretty Good
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 1
Content: Don’t Settle for Pretty Good
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Agenda
Introductions
What is Content Marketing?
Content Marketing Mistakes
Content Marketing Strategy: Key Elements
Content Types & Metrics
Content Inspiration
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Speaker Overview
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Holly Hamann
Co-founder and CMO
TapInfluence
Twitter: @HollyHamann
Jaclyn Regan
Principal Consultant
Oracle Marketing Cloud Expert Services
Twitter: @JaclynRegan
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”- Content Marketing Institute
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What is Content Marketing?
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 7
Content Marketing Mistakes
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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 10
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Content Marketing Strategy: Key Elements
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Content Marketing Strategy Key Elements Needed
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Develop your personas
Define your customer journey
Audit Your Content
Map content to customer journey & persona
Content Marketing Metrics
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Develop Buyer Personas
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Define Your Buyers Journey
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Interest Learn Evaluate Justify Purchase
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Buyers Journey (example)
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Content Audit
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• Create a Content Audit Checklist
• What do you have?
• What do you need?
• What can you repurpose?
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Map Content to Customer Journey & Persona
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Content Types and Metrics
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Relevant Content Types (Hint: find what content your buyer persona engages with the most!)
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• B2B
– Webinars
– Expert Interviews
– Case Studies
– Q&A Sessions
– eBooks
– Whitpapers
– Hangouts
• B2C
– Blog Posts
– Content on Instagram, Pinterest, etc.
– Videos on Vine, YouTube
– Surveys & Polls
– User Generated Content
– Contests & Giveaways
– Quizzes
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7 Must-Have Content Marketing Metrics
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• Website Traffic/Impressions
• Content Reach
• Content Engagement
• Leads Generated/Prospects Acquired
• Click-thrus
• Lead to Marketing-Qualified Lead (MQL) Ratio
• Conversion Rate
• Average Deal/Purchase Size
• Revenue
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Content Inspiration
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Example #1
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Example #2
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Example #3
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• 50 bloggers created posts, photos and videos
• Content shared on blogs, social media
• Aggregated to Black Box hubpage
• Views of site increased 31%
• Time on site increased 56%
• Social mentions increased 44%
• Positive mentions increased 221%
• Campaign still producing results – “always on”
Example #4
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• Traditional tested recipes cost $500 distributed via ads and coupons
• Needed high quality content, distribution at scale, less cost, and more effective at engaging
consumers
• 180 influencers on blogs and social media
• 760K blog post views
• 178K pins
• 16K clicks to coupons
• 7,700 shares
• 1,700 tweets
• ROI of 3,100%
Example #5
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• Engaged influencers on blogs and
social platforms
• Promote new ID flavors
• 7M in reach
• 639K views
• 21K engagements
Example #6
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Resources
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• Oracle Marketing Cloud – Content Marketing
• Modern Marketing Essentials Guide to Content Marketing
• Lay Your Groundwork | Persona & Buyer Stage Development
• Persona Template Completed
• Field Guide to Influencer Marketing
• 11 Things You Should Know About Influencer Marketing
• 8 Thinks You Can Ask Influencers to do for Your Brand
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 32
Holly Hamann
Co-founder and CMO
TapInfluence
Twitter: @HollyHamann
Jaclyn Regan
Principal Consultant
Oracle Marketing Cloud Expert Services
Twitter: @JaclynRegan
#influencermarketing
