The role of content marketing and Digital PR

[email protected]

Attracting and retaining customers The role of content marketing and Digital PR

www.impression.co.uk/sdm

[email protected]/sdm

About Me


Content?

[email protected]

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant,

and consistent content to attract and retain a clearly-defined audience….


[email protected]

— and, ultimately, to drive profitable customer action.


[email protected]

[email protected]

93% of B2B Marketers use content marketing.

Source: http://contentmarketinginstitute.com/


[email protected]

It’s much easier to communicate with a new audience by creating and giving away quality content, rather

than just asking them to buy your product.


[email protected]

Great content builds trust over time and keeps prospects close to you.


[email protected]

Trust comes before the sale.


[email protected]

Without trust, consumers won’t buy from you. We shop at Amazon because we trust that our items will

be delivered promptly and that the product is as promised


[email protected]

Is content king?


[email protected]

Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to

followers(19.7% vs 2.5%).

(Via Aberdeen)

[email protected]

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

(Via Demand Metric)


[email protected]

Infographics do not equal instant success!

:(


[email protected]

We love content with purpose


[email protected]

Profitable Customer Action


[email protected]

What is good content?


[email protected]

What is good content?Answers questions


[email protected]

What is good content?Is visible at the right pointIn the user journey


[email protected]

What is good content?Aids navigation


[email protected]

What is good content?Encourages users to stayon site


[email protected]

What is good content?Matches brand ethos


[email protected]

What is good content?Informs or entertains


[email protected]

What is good content?Removes doubt


[email protected]

What is good content?Can be scaled


[email protected]

What is good content?Is readable across devices


[email protected]

What is good content?Is delivered quickly


[email protected]

Content RolesContent roles


[email protected]

The Playmaker


[email protected]

Assist the customer in their purchase consideration


[email protected]

Make the proposition of the product/service that it promotes

appeal to the target audience


[email protected]

Play a vital role in the customer journey


[email protected]

The Crowd Pleaser


[email protected]

Popular Option


[email protected]

Infographics do not equal success!


[email protected]

Three main objectives


[email protected]

Entertaining the target audience whilst following the brand ethos


[email protected]

Appealing to websites that cover the content topic


[email protected]

Building brand awareness through online publications and social media


[email protected]

The Influencer


[email protected]

CEO’s Best Friend


[email protected]

Three Main Objectives


[email protected]

Promoting the service/product to the target audience


[email protected]

Building trust with your audience and promoting the benefits of the service/product


[email protected]

Direct visitors to pages within the website


[email protected]

The Researcher


[email protected]

Displaying new information which is easy to analyse


[email protected]

Appealing to Authors within the industry


[email protected]

Combining your offering with the research



EXAMPLE

[email protected]

TOOLS


Google Keyword Planner - Topic research tool

Answer The Public - Topic researchhttp://answerthepublic.com/

Reddit - Research industry content via community https://www.reddit.com/

Quora - Questions per industryhttps://www.quora.com/

Buzzsumo - Find high performing contenthttp://buzzsumo.com/

Online communities, industry publications, authors, competitors!!!

Research Tools


Visual.ly - Outsource content and get quoteshttp://visual.ly/

GIMP - Free photoshop softwarehttps://www.gimp.org/

Easely - Free infographic toolhttps://www.easel.ly/

Animoto - Quick and easy video editing https://animoto.com/

Content creation tools

http://visual.ly/

https://www.gimp.org/

https://www.easel.ly/

https://animoto.com/


Buzzstream or Google Sheets - Relationship management tool http://www.buzzstream.com/

ResponseSource - Connect with publications/journalistshttp://www.responsesource.com/

HARO - Connect with publications/journalistshttps://www.helpareporter.com/

Ahrefs/Majestic SEO/Open Site Explorer - Find which publications link to your competitorshttps://ahrefs.com

Search Engine Queries - https://www.optimizesmart.com/10000-search-engine-queries-for-your-link-building-campaign/

Promotion tools

http://www.buzzstream.com/

http://www.responsesource.com/

https://www.helpareporter.com/

https://ahrefs.com/

https://www.optimizesmart.com/10000-search-engine-queries-for-your-link-building-campaign/

https://www.optimizesmart.com/10000-search-engine-queries-for-your-link-building-campaign/

[email protected]

Content marketing allows you to have more one objective


[email protected]

Deciding on content objectives/roles is critical for ROI


[email protected]

Authentic Methods


[email protected]

Real Stories


[email protected]

Share it with your audience


[email protected]

Profitable Customer Action


[email protected]

[email protected]

THANK YOU

[email protected]

uk.linkedin.com/in/eddwilson

www.impression.co.uk

http://uk.linkedin.com/in/robtomkinson/

The role of content marketing and Digital PR

Marketing

Transcript of The role of content marketing and Digital PR