QUESTIONS WE’LL ANSWER TODAY
WHAT is content marketing?
WHY content marketing?
HOW do you measure success?
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WHAT IS CONTENT MARKETING?
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.
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WHAT IS CONTENT MARKETING?
• Subscriptions
• Shares
• Purchases
• Engagement
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Content is created with a specific goal in
mind:
WHAT IS CONTENT MARKETING?
Current customers
Prospective customers
Decision-makers
End users
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Content is created with a specific audience
in mind (B2C or B2B):
WHAT IS CONTENT MARKETING?
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Content is created for many reasons other
than direct sales:
Education Thought
Leadership
Search
TrafficTrust
WHAT IS CONTENT MARKETING?
• Blog
• eBooks
• Whitepapers
• Case studies
• Reports
• Video
• Podcasts
• Webinars
• Infographics
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WHAT IS CONTENT MARKETING? BLOGGING.
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In 2013, 84% of marketers rated blogs as either somewhat or very effective.
Companies that blog
15 or more times per
month receive 5x
more traffic than
companies that
don’t.
WHAT IS CONTENT MARKETING? BLOGGING.
WHAT IS CONTENT MARKETING? BLOGGING.
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Rotate between:
• Content type
• Audience
• Topic
• Goal
• Authors
WHAT IS CONTENT MARKETING? SEO.
• Use a tool like
Google AdWords
to identify
keywords with
high search
results and low
competition.
• Do NOT keyword
stuff your
content.
WHAT IS CONTENT MARKETING? EBOOKS.
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Put valuable assets like
eBooks, reports and
webinars behind a form to
help drive sales leads and
customer outreach.
WHAT IS CONTENT MARKETING? VIDEO.
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90%
How much of the online content pie video is projected to dominate within the next
decade, according to YouTube
80% The percentage of Internet users who recall watching a video ad on a website they
visited in the past 30 days
46% Took some action after viewing that ad
WHAT IS CONTENT MARKETING? VIDEO.
• VLOG (diary style)
• Vine (6 seconds; looping)
• Events (record keynotes)
• Interviews (live Q&A)
• Presentations (explain a topic in-depth)
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WHAT IS CONTENT MARKETING? PODCASTS.
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Flexible length; easy to create and upload.
Showcase thought leadership in your industry.
WHAT IS CONTENT MARKETING? WHITEPAPERS.
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Persuasive writing that must be backed up with facts/stats and sources.
WHAT IS CONTENT MARKETING? REPORTS.
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Break up chunks of info w/visuals & insights for what the data means to customers.
WHAT IS CONTENT MARKETING? CASE STUDIES.
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Storytelling + quantifiable results = powerful tool.
WHAT IS CONTENT MARKETING? CURATION.
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• News roundups
• Report summaries
• Commentary on a trending topic
• Themed SlideShareof customer-relevant charts
• Bundle blog posts or eBooks along a topic they have in common
WHAT IS CONTENT MARKETING? DISTRIBUTION.
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Create one asset;
repackage it for
multiple channels.
Newsletter Form:
Educate prospects
and drive
advocacy
Contact Us Form:
Sync prospects up
with sales
Lead Generation Form:
Provide valuable information;
get email addresses & job
titles
Event Registration Form:
Collect information for
reminders and followup
WHAT IS CONTENT MARKETING? LEAD GEN.
TL;DR: WHAT IS CONTENT MARKETING?
• Creating
• Curating
• Distributing
• Valuable
• Relevant
• Consistent
Objective:
Attract and acquire a clearly defined
audience to drive profitable customer action.
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EXACT TARGET - THE STATE OF MARKETING
2014
47%
of marketers listed
driving increased
conversion rates
as a 2014 priority
Awareness >>
Interest >>
Consideration >>
Intent >>
Evaluation >>
Purchase
WHY CONTENT MARKETING? FUNNEL PHYSICS.
WHY CONTENT MARKETING? AMPLIFICATION.
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68% of marketers believe email is core to their business.
TL; DR: WHY CONTENT MARKETING?
- Differentiate from competitors
- Position your brand/staff as thought
leaders
- Drive website traffic, inbound links &
sales leads
- Optimize for search engines
- Build customer loyalty
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HOW DO YOU MEASURE SUCCESS?
In click-throughs, in pageviews, in
comments and shares on social.
In bounce rate, in downloads,
signups and sales.
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HOW DO YOU MEASURE SUCCESS? DATA.
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YouTube Insights or Wistia
Slideshare and Scribd
When un-gated, measure
downloads through your CRM platform or
Google Analytics
Native analytics tools
HOW DO YOU MEASURE SUCCESS? SATISFACTION.
We should be able to produce quantity and
quality, deliver positive metrics and great
stories, generate broad reach and deeper
resonance. After all, it’s not content or
marketing. It’s content marketing. And we
need to give that first word much more
attention.
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Jay Acunzo,
sorryformarketing.com
CONTENT MARKETING BEST PRACTICES
Don’t be obvious
Diversify types of content
Publish consistently
Involve your customers
Involve your teams
Be part of the conversation
Be personable
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CONTENT MARKETING BEST PRACTICES
Articles with images get 94% more total views
On Facebook, posts that include photos have a 37%
higher level of engagement than just text
Use stock photos, screenshots, hand-drawn images
and charts
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Image Sourcing:
• Flickr
• Shutterstock
• Apture
• Unsplash
Manipulation:
• Canva
• Skitch
CONTENT MARKETING TOOLS (MOSTLY FREE!)
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