ABCs of Content Marketing (A-M)
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Transcript of ABCs of Content Marketing (A-M)
The ABCs Of Content
Marketing (A–M)
Dana Larson@danamlarson
A B C D E AMPLIFY
YOUR CONTENT
BE USEFUL
COMMIT TO
SUCCESS
DON’T FORGET MOBILE
EMPLOY IMAGES
A AMPLIFY
YOUR CONTENT
Don’t rely on a single channel Repackage, repurpose, redistribute
B BE
USEFUL
Determine what your audience wants and give it to them.
B
“Just stop trying to be amazing and start being useful. Create marketing that has intrinsic value, so much so that people would pay for it if you asked them.”
Jay Baer Author, Youtility
BE USEFUL
B DataSite, a Merrill Corp. company, created a Best Practices of the Best Dealmakers book series • Offered as e-book chapters
and printed book • Promoted via email, social
media, PPC, website
BE USEFUL
B The Key To Success: It’s more than just Merrill’s POV Merrill offers peers’ views through surveys, the science behind the methodologies (by including various academics’ viewpoints and instruction), and expert analysis (including a cross-section of opinions) from legal firms across the nation
BE USEFUL
B Success Metrics
• Reached over 500,000 people (email and social media distribution)
• More than 20,000 downloads (20,672 to date)
• Generated an estimated $7M - $9M in new opportunities
• Estimated $15,000 - $20,000+ in book sales through collaborator M&A advisors
• Used as teaching material in three university MBA programs
BE USEFUL
C Commit to a long-term strategy and document it
48% SAY THEY HAVE A CONTENT MARKETING STRATEGY, BUT IT IS NOT DOCUMENTED
35% SAY THEY HAVE A DOCUMENT CONTENT MARKETING STRATEGY
28% MORE EFFECTIVE FOR THOSE WITH A DOCUMENTED STRATEGY VS. THOSE WITHOUT
B2B CONTENT MARKETING STRATEGY 2015 RESEARCH
Source: Content Marketing Institute
COMMIT TO
SUCCESS
D Mobile is taking over the world. Be ready!
DON’T FORGET MOBILE
Source: ATU a16z
Billi
on p
eopl
e on
line
5
1995 2000 2004 2020
4 3 2 1
0
People online
Smartphones
2005 A new pope is chosen
2013 A new pope is chosen
Mobile is driving B2B purchase decisions B2B EXECUTIVES USING MOBILE TO MAKE PURCHASE DECISIONS
D 52% SAY THEY’RE COMFORTABLE MAKING PURCHASES ON A MOBILE DEVICE
70% OF EXECUTIVES USE SMARTPHONES/TABLETS TO LOOK UP PRODUCT/SERVICE INFO
51% SAY THAT A MOBILE DEVICE WILL BE THEIR PRIMARY BUSINESS PLATFORM IN 3 YEARS
Source: Forbes
DON’T FORGET MOBILE
20% OF WHAT THEY READ
10% OF WHAT THEY HEAR
80% OF WHAT THEY SEEAND DO
Show and tell to give your audience options STUDIES SHOW THAT PEOPLE REMEMBER
E EMPLOY IMAGES
Show and tell to drive views and engagement IMAGES DRIVE VIEWS AND ENGAGEMENT
Sources: MDG Advertising and PR Newswire
E 77% INCREASE IN RESPONSE RATE FOR PRESS RELEASES WITH PHOTOS/VIDEO
94% MORE VIEWS FOR ARTICLES WITH IMAGES THAN THOSE WITHOUT
EMPLOY IMAGES
F G H I FOCUS ON
TOPICS THAT FILL A NICHE
GET BUY-IN FROM THE TOP
DOWN
HARNESS THE
POWER OF BLOGGING
INFO- GRAPHICS COMMAND EYEBALLS
Find your niche to capture attention and SEO traffic
F FOCUS ON
TOPICS THAT FILL A NICHE
22% OF B2B MARKETERS FOUND IT CHALLENGING
Gain everyone’s under-standing and support to win GETTING EXECUTIVE BUY-IN CAN BE CHALLENGING
G GET BUY-IN FROM THE TOP
DOWN
21% OF B2C MARKETERS FOUND IT CHALLENGING
Source: Content Marketing Institute
67% MORE LEADS GENERATED BY B2B COMPANIES WITH A BLOG THAN THOSE WITHOUT
Keep your site fresh and boost links with blog posts BLOGGING DRIVES TRAFFIC AND LEADS
H HARNESS
THE POWER OF BLOGGING
5X MORE SEARCH TRAFFIC FOR COMPANIES THAT BLOG AT LEAST 15X/MONTH
Source: Social B2B+ AND SEOmoz
48% INCREASE IN VIEWERSHIP BY INCLUDING INFOGRAPHICS
Infographics benefit from higher engagement and sharing GET MORE LIKES, TWEETS, SHARES, ETC.
I INFO-
GRAPHICS COMMAND EYEBALLS
Source: MDG Advertising
J K L M JAM THAT
CALENDAR KEEP IT
REAL LIKES DON’T EQUAL FANS
MEASURE RESULTS
AND OPTIMIZED
Plan and fill a calendar to ensure good content distribution 1. EFFECTIVELY UTILIZE (LIMITED) RESOURCES 2. TAKE ADVANTAGE OF ANY SEASONALITIES 3. CONSIDER YOUR PRODUCT ROADMAP 4. COORDINATE WITH OTHER DEPARTMENTS (E.G. PR) 5. ENSURE CONSISTENT COVERAGE
J JAM THAT
CALENDAR
Keep your goals realistic and rooted in your audience K
KEEP IT REAL
You can’t bribe people to become fans of your brand L
LIKES DON’T EQUAL FANS
No campaign is “one and done” M MEASURE RESULTS
AND OPTIMIZE
SET KPIs EARLY TO MEASURE & OPTIMIZE EFFECTIVELY
90% ARE UNSURE THAT THEIR KEY CONTENT METRICS ARE EFFECTIVE IN MEASURING BUSINESS RESULTS
Source: Contently
STAY TUNED FOR “ABCs OF CONTENT MARKETING (N–Z)” COMING SOON
Thank you