Content Marketing

Defining Content Marketing

• Content marketing is the art of communicating with your customers and prospects without selling. 

• Content Marketing is non-interruption marketing. 

• Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent, informed and inspired.

If we get our content marketing right, consumers will ultimately reward us with their business and loyalty.

The history of content marketing

Content marketing is a recent “buzzword” but its actually been around in one shape or

another for many years.

From the early days of radio, P&G created radio dramas for housewives.

Video: Content Marketing and the power of story

Why Content Marketing?

•Technology is changing consumer behaviour in ways we couldn’t imagine just a few years ago.

•We now ask others for information as a last resort

•Before making a purchase decision, we research

The Trend:

With the rise of the smartphone and the rise of social apps It is now easier than ever for

consumers to gather information and reach out to real people, in real time.

Ask my friends onlineAsk a forum

Ask my social contactsSearch Google

Search Facebook

Behavioural Changes

•The age of Google: “Google It”

•In 2010, consumers went to 5.3 sources of information before making a purchase decision.

•In 2012 this doubled to 10.4 sources of information.

Trust in Advertising haschanged.

•A 2012 study found 90% of consumers trust:

•Brand or product recommendations from friends or family via social media or word-of-mouth.

•Brand recommendations and reviews that is professionally written, from influencers and from user generated content.

•Only 10% of consumes trust traditional advertising.

•Only 20% of consumers trust promotional advertising on digital media outlets.

Yet.....

The reality we face as marketers• Brand-led advertising online and offline has lost its allure.

• Today’s consumers decide where, when, and how they want to engage with brands.

• With multiple interconnected devices at their fingertips at any one time, these perpetually connected consumers can opt in or out of content as they choose… Marketers face a higher bar to engage consumers, who have more media options than ever before.

• Content Marketing has the ability to create brand differentiation by bridging the gap between fading trust in traditional advertising and digital media’s efficient reach.

- Tracey Stokes, Forrester Digital Marketing Analyst

Content Marketers Leading the Way

Video: Coca-Cola 2020

Coke will use content marketing to reach a “disproportionate share of pop culture and consumer conversations”- Jonathan Mildenhall, Coca-Cola

Content Marketing Sales Funnel

Client Case Study:

HIF Australia

Mission•Inform, engage and inspire the next

generation of Australian health insurance buyers, and attract them to the HIF brand.

•To do this, we will provide useful, informative and entertaining content to Australians aged 21-39.

•Content will be primarily focused on health, diet, fitness, inspiration and positive life messages.

Step 1: We Defined our Audience

•We Identified who our target audience.

•This should be done via a consultation and fact finding process with the client.

•Key finding: They were loosing market share to big players like BUPA.

Step 2: Research•We set out to find about out what

our audience likes.

•We looked at TV ratings, successful online content, popular news stories and pop culture.

•We undertook a landscape analysis, asking their current audience and testing.

•We settled on Food, fitness and fun!

Step 3: Content Streams

•We determined relevant content streams that would engage our target demographic

•We searched high and low for a food/diet/healthy eating bloggers

Step 4: Distribution

Outlets•We chose to host our content on the website blog.

•We chose to distribute this content and engage users on: Facebook, Twitter, Google+, Instagram & LinkedIn

•We used paid media (Facebook ads) & influencer outreach (Promoted Twitter posts)

Step 5: Measurement

•We spent time gathering and analysing data, including:

•Reach (Unique people reached with each content piece)

•Engagement (How many comments, shares per content piece)

•Leads (How much interest are we generating per content piece)

•Sales (How many conversions have we made on each content piece)

Content:

RelevantEngaging

MemorableInformative

Distribution:

Facebook (owned)

Facebook (paid)Twitter

Google +Instagram

Driving Sales Leads

•It works! Data shows users are taking the time to research and buy HIF products at the website after engaging with the content.

HIF new member sales:

In the entire 2012 calendar year HIF sold 100 new

memberships online.

In the first 3 months of 2013, HIF had sold 160 memberships online.

Our other clients

West N FreshBrookfield Place Perth

Brownes DairyMercedes-Benz Perth

Developing Content Marketing

Strategy

How to Develop Your Own Content

Marketing Strategy

Step 1: Look at the Big Picture

Understand your business goals:What do we sell?

How does content fit into the marketing program?Will it complement your campaigns?

Can we get buy in from our stakeholders?

Most Important: Set goals!

Step 2: Develop a Customer theory of

MindFind someone in the business who knows most

about your customers:

Their motivationsTheir needsTheir desires

It could be the call centre, could be the CMO, it could be the customers themselves.

Step 3: Research and analysis

Search the internet for 3rd party sourcesCase studies

ReportsCompetitors

Industry peersAudit your current social activities

Audit your library of content

Step 4: Create a content program

Decide on your content: Blog, images, infographics, video?

Decide your medium: Website, microsite, Facebook, Twitter, Instagram

Brainstorm with key stakeholders

Step 5: ExecuteCreate a content calendar: Outline dates,

content categories and post timing.

Change your tone, content length etc depending on the

medium you posts to:Twitter is limited by text restrictions

Facebook wont allow you to post certain imagery

Be engaging and build your community: Ask lots of questions Respond to feedback

Step 6: Report and refine

Create monthly reports.

Measure key data.

Tools: Google analytics

Facebook conversion trackingRadian6

Do more of what works!

Do less of what doesn’t work

The Content Strategy Process

Content Marketing is a Marathon, not

a sprint