Content Conference

September 10, 2014

Philippines

Second

RegStudy: Nescafe Philippines

HannahPinterest and LinkedIn

ACYoutube

Best Practices - Facebook Best time : Early morning or late at night Best days : Thursdays and Fridays (far third place: Sundays) Day when most Shares are done : Saturdays Schedule per industry (as of 2011 – US studies and stats)

Sundays : Entertainment, Retail, Automotive, Sports

Mondays : (No industry)

Tuesdays : Food & Beverage

Wednesdays : Business & Finance, Food & Beverage

Thursdays : Fashion, Healthcare & Beauty, Travel &Hospitality

Fridays : Entertainment

Saturdays : Media, Entertainment

Ask questions in the morning, or as your first post.From: Marketo, Crown Peak and GX Software

Best Practices - Facebook Best words to get fans to react : “Like”, “Post”, “Comment”,

“Tell us” (“Fans follow instructions well. The simpler, the better.” – Buddy Media)

Best words for questions : When, Where, Would, Should Worst words : Why (“Too nosy.”) 199 out of 200 Likes and comments come from the News Feed,

not from the page. Worst mistakes:

Selling too much (Hard selling) Not maintaining the dialogue and page Not answering questions and issues “Brand” tone vs human tone From: Marketo, Crown Peak and GX Software

Best Practices - Twitter Put your greetings and/or questions in the morning (or as

your first post). Be timely – ask for the current issues, occasions and/or

events (but nothing political, religious, or too controversial). Highest Engagement for brands: Fridays, Saturdays and

Sundays Highest CTRs for brands : Wednesdays, Saturdays and

Sundays Highest Engagement (in general) : Weekdays Highest number of Retweets : 12PM, 5PM, 6PM, 7PM Highest number of CTRs come from mobile device users

From: Marketo, Crown Peak and GX Software

Best Practices – Content Marketing

10pm–6am: This is the dead zone, when hardly any emails get opened. 6am–10am: Consumer-based marketing emails are best sent early in the

morning. 10am-noon: Most people are working, and probably won’t open your

email. Noon–2pm: News and magazine updates are popular during lunch

breaks. 2–3pm: After lunch lots of people buckle down and ignore their inbox. 3–5pm: Property and financial-related offers are best sent in the early

afternoon. 5–7pm: Holiday promotions & B2B promotions get opened mostly in the

early evening. 7–10pm: Consumer promotions are popular again after dinner.

sending emails, email marketing, promotions

From: Marketo, Crown Peak and GX Software

Best Practices – Content Marketing

70% of users say they read blogs in the morning

More men read blogs at night than women

Mondays are the highest traffic days for an average blog

11am is usually the highest traffic hour for an average blog

Comments are usually highest on Saturdays and around 9am on most days

Blogs that post more than once per day have a higher chance of inbound links and more unique views

Social shares are highest on Thursday mornings

blog articles, blog posts, blog engagement

From: Marketo, Crown Peak and GX Software

B2B vs B2C - Goals

Business-2-Business

Partnerships (strategic and financial)

Business-2-Consumer

Awareness Conversion / Persuasion Branding Loyalty

Mainly, it’s now H2H(Human-2-Human) or P2P (Person-2-Person).

Both want you to discover what you’re writing about as well as to get feedback – e.g., how your clients/customers find and/or use your

products or services - but aiming for different goals.

Which part of the customers’ everyday lifestyle do you fit?From: Marketo, Crown Peak and GX Software

B2B vs B2C – Language and Characteristics

Business-2-Business Specific industry-related jargon, unless

specifying specific technologies, breakthroughs, new products and/or trends.

Choices should make them sound rational and logical.

Lengthy content.

Explanatory for use related to the business, but highlighting the expertise of the field, as well as detailed for partners’ own sales and marketing use (as materials will likely also be used for their business).

Channels used for break down of marketing materials specific to industries for partnerships’ sake.

Business-2-Consumer Language is simpler; jargon not used as

much as possible, and must be relatable to majority of the customers.

Choices are mostly emotionally triggered and motivated.

Short and snappy content.

Explanatory for how products/services can be used in the everyday needs/lifestyle of consumers (identification of needs). Mostly should be entertaining, and simply be humored, useful and shareable. Nothing complicated or requiring too much thinking.

From: Marketo, Crown Peak and GX Software

Business-2-Business 70-30 rule for content

30% - announcements related to products, promos (for distributors. Partners, suppliers, etc.), seminars, identification of stock availability, contacts, etc.

70% - use of products related to businesses (esp. when products can be used for different industries), proper procedure/use of products (ex: for contractors), technology-related information, etc.

Longer chain of command for approvals before purchases can be done (which leads to the other previous criteria for content).

Requires “nurturing” and close attention, which means a relationship with brands need establishment because the buying cycle is longer.

Business-2-Consumer Channels used for marketing products to

specific target markets, not just awareness in general.

70-20-10 rule for content

Purchase is speedy, and may only be slightly influenced by suggestions and/or recommendations.

Decision-making for purchase is shorter, meant to satisfy immediate needs.

B2B vs B2C – Language and Characteristics

From: Marketo, Crown Peak and GX Software

B2B vs B2C – Language and Characteristics

In social media, the two have been significantly been blurred For commonly B2B pages, the expected educational materials on

features from “serious” brands are focused on generating positive emotional feedback

For commonly B2C pages, content focus on scientific guides and educational materials on how their products can be incorporated in their everyday lifestyles

From: Marketo, Crown Peak and GX Software

B2B vs B2C – Language and Characteristics

In the end, it’s P2P, or H2H

Even as a businessman, you need to understand something first before you can sell it.

Think like consumers so you know how you’re saying it is how it’s going to be understood, and how do you ‘recall’ it more.

‘seemingly’ become one-on-one, with offered selected solutions form the big data you offer about the product (i.e., specialized and personalized offers and experiences)

Human: genuine, simple, humble, understanding, forgiving, makes mistakes, have empathy -> tie us in a “community”

From: Marketo, Crown Peak and GX Software

Inbound Marketing Contrary to traditional marketing – or outbound marketing –

this is data-driven approach that attracts consumers to becoming and converting to your brand, product and/or services’ lasting customers.

Vs Outbound marketing : an advertiser or company initiates the conversation and sends it message out to an audience

From: CMI, Marketo, Crown Peak and GX Software

Inbound Marketing Internet caused the shift; from being dependent on materials

released by advertisers and companies, consumers are now able to control the “sales journey”

It’s cheaper compared to traditional marketing Focused on earning the costumer’s attention, instead of

buying Which means you put more effort in your content, and should

be made interesting, informative and has value

Becomes a two-way process in trying to convince the customer into buying your product instead of the competition, engage them about your brand, and have the chance to have a positive connection From: CMI, Marketo, Crown Peak and GX Software

Inbound Marketing Why does it work better compared to traditional marketing?

Difficulty in tracking ROI Increasing blocking techniques High costs, low yields Examples: Tradeshows, TV/radio commercials, print ads

(magazines, newspapers, ads, flyers, catalogs, etc.), cold calls, email blasts, etc.

From: CMI, Marketo, Crown Peak and GX Software

Inbound Marketing Find yourself affecting the customer’s buying/purchase

journey Lessening or removing the “interruptive marketing”,

because it is annoying, therefore lessening your chances of conversion to your brand/product

Content makes up for 70%-80% of your inbound marketing Common problem why businesses don’t subscribe : they

don’t understand the “new” marketing techniques being done because they don’t see how it translates to their sales

From: CMI, Marketo, Crown Peak and GX Software

Content Marketing “Content is King.” (alternative connecting phrase: “…and

context is its queen.”) “…creating and sharing valuable free content to attract and

convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”

www.copyblogger.com

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