CONTENT MARKETING – FUTURE OR FAD? James Moffat | @growwithorganic

July 2013

If 2012 was the year of mobile, 2013 is most definitely

the year of content marketing.

In the year 2013, marketers will break through with

innovative content-marketing strategies.

…The incredible emphasis being placed on (content

marketing) these past six months - not to mention the

rising investment in this area - puts it at the top of the

trends list.

GOOGLE INSIGHTS: „CONTENT MARKETING‟

WHAT IS CONTENT MARKETING?

SO WHAT IS IT?

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.

Content Marketing Institute

• It is aimed at the user to enhance their experience in your area of

expertise

• It is not targeted at selling at the point of sale

• Content is a value exchange between you and the consumer

• Content marketing has value in its own right

• A focus on owned and earned media, not paid media or advertising

FEATURES OF CONTENT MARKETING

“This shouldn‟t be the Damascene moment

it appears to be for so many businesses”

Ashley Friedlein, Econsultancy CEO

It‟s a spade.

Not an earth relocating implement.

OUR SURVEY SAID…

“Content marketing is the only marketing left”

Seth Godin

Why is content a big deal now?

MEDIA FRAGMENTATION &

DEMOCRATISATION

“The digital revolution has not just arrived,

it has well and truly settled in.

Traditional communication channels have

mutated, fragmented and diversified to create

a spectrum of media experiences that give

consumers unparalleled options and

freedom of choice.”

Kate Connolly, Universal McCann London

Digital channels are like kids… fun to play with, but the more you have,

the more there is to do – and as they develop… they start to talk

back…

“A genuinely always-on approach to marketing

isn‟t powered by channel expertise, it‟s

powered by content. Taking a „single of content‟

means an editorially-driven approach, a content

calendar and more than just copy to keep

people interested over time.”

Robin Bonn, Seven

CONVERGENCE

The rise of „content marketing‟ has also been fuelled by the realisation

that actually a lot of the success of, say, SEO or social media or email

marketing or most forms of marketing, isn‟t about “doing more SEO” or

“investing in social” but is about creating great content that people will

want to read, link to, talk about and share.

WE ARE CHANGING…

FROM GEN Y TO GEN C -

We live in a time when brands are people and

people are brands

Beyond content -

What is great content marketing?

YOU HAVE TO HAVE A CONTENT

STRATEGY

Having creative advertising and using commercials to

draw in an audience has worked for Coca-Cola for

many years. However, the landscape has been

rapidly changing and consumers want more than just

a

30-second advertisement. As the first video explains,

Coca-Cola is moving from “creative excellence” to

“content excellence.”

COKE AND CONTENT

Coca-Cola calls this high-quality content “liquid

content.” They explain it as content that is “so

contagious, it cannot be controlled.”

To move into content excellence, Coca-Cola wants

to use conversations. They want to create stories

that are dynamic and can be expressed through

“every possible connection.” This relies on quality

content, and technology to power highly relevant

content delivery to every channel.

Coca-Cola‟s 70/20/10 plan:

• 70 percent of their investment will be “low risk”

• 20 percent of content will be innovative and

engaging

• 10 percent is their “high risk” content

Why?

• Distribution of creativity

• Distribution of technology

• Demand drive culture

• Double business size in the next 10 years

People expect more…

53% of UK public heard about this

CONTENT MUST BE SHAREABLE

Outcomes:

• Letter composed to support video campaign

• Asset created by The Organic Agency

• Shareable image distributed on social media

KPIs:

• Reach and engagement on social media

• Traffic to website

• Petition sign ups

People are your channel

WITH A CONTENT FOCUSED APPROACH –

INTEGRATION JUST HAPPENS

“The traditional agencies‟ promise of

„integration‟ just hasn‟t been met - a seamless

customer experience and narrative might be

achieved around a single campaign, but not

from the brand‟s wider point of view. These

jarring disconnects mean that consumers are

still unengaged and frustrated.”

Simon Bonn, Seven

Learn to COPE

Create once – publish everywhere

MULTIFORMAT

STANDARDISING INFORMATION

• Title

• 140 character version

• An introduction

• A long description

• Links to other related media

EVERGREEN CONTENT

EVERGREEN CONTENT

All you need to emulate this is vision and common sense:

• Find something your target audience wants

• Give it to them

• Keep the content fresh with regular updates and improvements

• Listen to user suggestions and make changes accordingly

• Listen to user suggestions about other resources they might find

useful and create them

• That's a content strategy that is likely to keep me busy for the next

few months and generate excellent results

Dynamic publishing

ORGANISE YOUR TEAM

USE TECHNOLOGY

AUTOMATED DIGITAL MARKETING

AN INTEGRATED TECHNOLOGY LAYER – WITH SHARED DATA

SEGMENTS OF ONE

You need to measure what you are doing

Charities are full of great content

It‟s turning these into shared experiences

From stories to experiences

The key to effective

digital marketing is creating

shared experiences through

compelling content

Take a seed of an experience –

grow it into different elements – feed it

Give it resource –

give it time and nurture it

THANK YOU 0845 869 7654 | theorganicagency.com