Content Marketing moving beyond buzzwords
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Transcript of Content Marketing moving beyond buzzwords
Content Marketing moving beyond buzzwords
@AndreaTEdwards
AndreaTEdwards
AndreaTEdwards www.thedigitalconversationalist.com
The Digital Conversationalist
The Digital Conversationalist
How can I talk to you about content marketing?
You don’t shout loud enough
Greatest competition is eyeballs
#PromaxAsia @AndreaTEdwards
It’s true…
Average attention span dropped 12 secs in 2000 to 8 secs in 2015 - Statistic Brain
So content marketing…
#PromaxAsia @AndreaTEdwards
What is it?• It’s a philosophy, not a tactic• It’s not an add-on to marketing• It’s definitely not advertising• Move from selling to serving• Fundamental shift in mindset• It’s a revolution
Because we just don’t care about brands anymore – we really don’t
15% of people trust recommendations from brands
84% trust recommendations from people they know
Source: Gartner
67% of the buyers journey is now digital
Source: Sirius
Digital owns 90% of the buyers journey
Source: Forrester
#PromaxAsia @AndreaTEdwards
Who do we trust?According to an affilinet survey, the order of trust1. Family 2. Friends3. Bloggers4. Social media connections5. Colleagues6. Journalists7. Religious leaders8. Celebrities9. Brands10.Politicians
#PromaxAsia @AndreaTEdwards
We are the change• Global conversations• Sharing knowledge• Speed• Conversations• Human• Communities• Power• Today’s playing field• Business continues to speak marketing
Content Marketing is fundamentally about
business transformationIt’s not something the marketing team ‘does’
Everyone must be on board and it starts at the top
#PromaxAsia @AndreaTEdwards
Our goal todayCreating conversations with customers,
partners, influencers, employees, potential employees
To achieve that, it’s about creating content so good, it earns the right to exist in your
customers world, where they are
We’re building so much loyalty with customers – because we consistently deliver value to them –they reward us and buy from
us
Must start with content strategy
#PromaxAsia @AndreaTEdwards
Content strategy is about
• Who is your customer?• What do they REALLY care about?• What challenge are they facing?• Who buys, who influences?• What’s your story in relation to
customer need?
Do the research
1st talk to sales
What’s the conversation you want to own?
What’s the big idea?
#PromaxAsia @AndreaTEdwards
Success requires energy• The quality and intent of the content • It requires a hunger• A desire to solve your customer’s
problems• A sense of urgency in how you
think/plan• A true obsession to help customers• Half hearted? Content shock
Success needs a destination
#PromaxAsia @AndreaTEdwards
A content hub – mission critical• A central destination• Make it easy for customers to find you • Feature content audience wants• Very very little sales or promotional content• Branding up to you – subtle is good• Full spectrum of topics around big theme• Wrap CTAs around the content• It will be the future digital entry point to business
#PromaxAsia @AndreaTEdwards
Felix Baumgartner live• 8 million people watched him pass the speed of sound
- breaking a 52-year-old record According to Social Bakers• Subscribers to YouTube grew from 2,142/day to 87,801
on day of jump• Facebook = 900k interactions, 83k shares• 6 months after, sales rose 7% to $1.6bn in US • Opened new markets in Brazil, Japan, India, South
Korea • Not just good story telling, great business
ROI – reported as single largest source of new leads and revenue for American Express
ROI – what owning a category looks like
ROI – what owning a target audience looks like
ROI – how you change the global brand narrative
ROI – can connect individual blogs to million$ deals
ROI – biggest brands in the world working with me
Amplification strategy?
“The majority of content discovered by your audience comes from just three channels: email, search, and social. The best marketers focus their efforts on creating content that can be discovered across all of these.”Michael Brenner, Marketing Insider Group
#PromaxAsia @AndreaTEdwards
Defining amplification channels
• Social? • Email?• Search?• Advertising?• Native advertising - Outbrain?• PR?• Events?• Influencers, customers, partners?
What about employees?
500 connections500 x 500 = 250K5k x 500 = 2.5 mil
And remember, people are trusted
#PromaxAsia @AndreaTEdwards
Unleashing the employees
1. Culture2. Guidelines3. Employee brand first 4. A Platform 5. Effective
measurement 6. Champions 7. 1-2-1 Coaching
“If your employees aren’t
your biggest fans, you’ve got problems WAY
bigger than social media”
Jay Baer
But employees must be advocates for themselves first, brand second
To become a content marketing driven business
#PromaxAsia @AndreaTEdwards
A content marketing driven biz• Gaol is to reach customers in their bubble • Think holistically• Tap into their need• Educate them and enhance their life• Answer their questions• Engage with them how they want to be
engaged• Make them want to read/watch/absorb you• And then they buy
Once you’ve done that, measure, measure, measure, refine and keep going!Patience really is a virtue
Your customer has a challenge Identify itAlign your brand to itCreate world-class content customers can’t resist
#PromaxAsia @AndreaTEdwards
It takes guts• Starts at the top• A powerful CCO• Company-wide commitment• Strategy• Processes to simplify• 180 degree shift in thinking• An energetic, determined team• True collaboration
#PromaxAsia @AndreaTEdwards
True success is big picture
1. Siloes down2. Partnership 3. Train & trust4. Leaders
engaged5. Culture change
Image: Courtesy of Shutterstock
Content marketing is the digital shop front for your business. Is your window tantalising enough for customers to walk in or will we walk past?
#PromaxAsia @AndreaTEdwards