Content Marketing 101 - Deep dive into what it is and how it works

ADMA 2015CONTENT MARKETING 101

1 April 2015

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

CONTENT STRATEGY

Planning for the

creation, delivery, and governance

of useful, usable content


CONTENT MARKETING

The distribution of valuable and

compelling content to attract, acquire,

and engage a clearly defined and

understood target audience – with the

objective to driving a profitable

customer action.


CONTENT STRATEGY


Not just…

What


But…

• What

• Why

• How

• When

• For whom

• With what

• Where

• By whom

• How often

• What next

Jason Dutton-Smith www.wordconnect.com.au

@morethanroute66

6

CORE STRATEGY PROCESSES



Structure

How is content organised,

prioritised, and accessed?

YOUR CONTENT STRATEGY WILL

DEFINE YOUR SUCCESS

Requirements are not a list. They commit to living,

breathing objects and have people behind it.


LAUNCH AND LEAVE IS

NOT A STRATEGY

Commit to the complexities of the content and the

time and resource required. The content system

needs to be sustainable.


CONTENT MARKETING


CONTENT MARKETING

The distribution of valuable and compelling

content to attract, acquire, and engage a

clearly defined and understood target

audience – with the objective to driving a

profitable customer action.


“Traditional marketing is telling the world you

are a rock-star. Content marketing is

showing the world you are one.”Robert Rose – Lead Strategist, Content Marketing Institute


“Traditional marketing talks at people.

Content marketing talks with them.” Doug Kessler, Cofounder & Creative Director, Velocity Partners


People don’t care about your products or

services. They care about their wants and

needs.

Content Marketing is about creating

interesting information your customers want

so they actually pay attention to you.


IT’S ALL ABOUT

THE STORY


CONTENT MARKETINGDIFFERENT TYPES OF CONTENT



Case Studies

digital magazines

BLOGGING microsites

Website Copy

WHITE PAPERS

User Generated Content

videos

eBooks

Social MediaPODCASTTestimonials

FAQs

WHAT MAKES

VALUABLE CONTENT?


CONTENT TO POSITION

YOUR BRAND

Market leader

Thought provoker

Trusted advisor

Authority in your field


PRESENT A PERSONALITY

Reach your audience through personal interaction.

A two-way conversation.

Not a one-sided advertisement.


SEARCH ENGINE OPTIMISATION

Win higher rankings and be rewarded with

page views with high quality, optimised

content that provides value to the reader.


BE A TRUSTED GUIDE

What are the competitive differentiators, guide

the audience through the process and continue

to offer value for the life of the product.


ESTABLISH AUTHORITY

With consistent, high-value content that

gives value to your audience.


CONTENT MARKETINGHOW TO AMPLIFY


“Content is king, but distribution is

queen and she wears the pants.” Jon Steinberg, President, Buzzfeed


GREMLIN YOUR CONTENT

Turn one story into many


SOCIAL MEDIA

Facebook

Twitter

Instagram

LinkedIn

Vine


OUTBRAIN

Content recommendation platform

Content to content relationship

Cheaper than Adwords (currently)


NEWS JACK

Don’t be first; be right first


CONTENT MARKETINGCASE STUDY – WHOLE FOODS


Natanya

Anderson

The Give a

Dam Factor

Director Social Media

& Content Strategy –

Whole Food Markets

Creating content that your

community really cares about.

Jason Dutton-Smith 38www.wordconnect.com.au @morethanroute66

Natanya

Anderson

The Give a

Dam Factor



Whole Food Markets

While data is important; intuition is

still required. Bring your

experienced lens to the data.

Data is your friend and so is

failure.

Start with the customer to see what

they want. Then use stats to

make/build your case.


Natanya

Anderson

The Give a

Dam Factor



Whole Food Markets

Look at the social conversations

people have to bridge back to a

product.

Example – Whole Foods wanted to

push seafood but the audience

were talking about fresh produce.

Whole Foods used fennel to tie it

back to a new topic introduction (or

to push a particular product).


CONTENT MARKETINGCASE STUDY – SCHLITZ BEER


In the 1920s, Schlitz beer went

from 5th in the market to first.

All because copywriter Claude Hopkins

highlighted their water purification process

in an advertisement.


Never mind that all beer companies

used the same process.


No one had told that story before.


www.wordconnect.com.au @morethanroute66 46

CONTENT MARKETINGFLIGHT CENTRE AUSTRALIA



Path to publisher


TRAVEL IDEAS MAGAZINE

125,000 EACH EDITION


USA Travel ideas (August 14)

Cruise Travel ideas (November 14)

Ski Travel ideas (March 15)

Queensland Travel ideas (March 15)

Air Travel ideas (April 15)

Asia Travel ideas (May 15)

Canada Travel ideas (June 15)

CAPTAIN’S GETAWAY

53,625/mth

FLIGHT GUIDE

71,500/mth


GOURMET TRAVELLER

63,085/mthAUSTRALIAN GEOGRAPHIC

69,162/mth



FLIGHT CENTRE IN 2015

Over 2 million printed items Combined - Travel ideas, Captain’s Getaway, Flight Guide publications


FLIGHT CENTRE

Largest publisher of travel

in Australia by

June 2015


EXPERT GUIDES16 page digital guides

Emailed to customers

70 destinations by Aug 15

The Independent

The Guardian

CNN Travel

Associated Press

Fathom

The Telegraph

AFP Relax News


NEWS CRED

CONTENT MARKETINGHOW TO MEASURE AND CALCULATE ROI


ROI

measure

3 metrics the

boss wants

Content Marketing maintains or changes a behavior.

The boss will only care about three things.

1. Is content driving sales?

2. Is content saving on costs?

3. Is content helping retain our customers?


CONSUMPTION

SHARING

LEAD

SALES


How to

measure

things and

stuff

CONSUMPTION

METRICS

UNIQUE/PAGE VIEWS

An easy measure using Google Analytics

VIDEO VIEWS

YouTube insights

DOCUMENT VIEWS

SlideShare and other platforms analytics

DOWNLOADS

White Papers or other documents

SOCIAL CONVERSATIONS

Social software to measure chatter


How to

measure

things and

stuff

SHARING

METRICS

LIKES, SHARES, TWEETS, G+1, PINS

Social sharing and listening tools such as Hoot Suite

FORWARDS

Email forwarding from eDMs

INBOUND LINKS

SEO tools such as Open Site Explorer, Majestic SEO


How to

measure

things and

stuff

LEAD

GENERATION

FORM COMPLETIONS/DOWNLOADS

How often do visitors access gated content. Conversion.

EMAIL SUBSCRIBERS

Sign up conversion to your data base.

BLOG SUBSCRIBERS

Subscribers to your blog content. Blog comments is

another form of measurement.

CONVERSION RATE

How many visitors to your site who consume content

become a lead?

Each metric will have a different success measurement.


How to

measure

things and

stuff

SALES

METRICS

ONLINE SALES

For e-commerce businesses.

OFFLINE SALES

Record which piece of content was consumed and

attributed to a sale.

LEADS ORIGIN

Record the handshake deal also. Tracking where leads

originated will indicate where marketing budget can be

allocated, or removed.

It’s always about attracting new customers and

retention of current. Track where they come from and

what was successful.


How to

measure

things and

stuff

Websites – Traditional Analytics

• Page views

• Unique visits

• Social likes

• Social shares

• Web traffic

• Bounce rate

• Time on page

• Engagement

• Page rank

• Conversions

• Subscribers

• CPA (Cost Per Acquisition)

• CPC (Cost Per Click)



Source: pardot.com

Find your internal success point and

measure against that.

What is your measurement goal for

good, excellent or bad.


NEW SALES ARE GREAT

But don’t forget about retention


CONTENT MARKETINGTAKE AWAY



FOCUS ON THE READERDon’t focus on what your CEO wants.

It’s the reader that pays the CEO.


DON’T DO MORECreate content that matters, that

will be cherished and is useful.


OPTIMISE YOUR FUNNELLead and nurture

stages of

awareness,

consideration

and

p

u

r

c

h

a

s

e

3 PHASES1. Consideration

2. Purchase

3. Retention


FIND YOUR TOPICThen create the best, most relevant and useful content on the internet.

Don’t be ordinary, be EXTRAODINARY!

www.wordconnect.com.au @morethanroute66 74

HOW INTERESTING IS YOUR CONTENTAsk yourself “Is this content more interesting than my partner?”

(or this scrumptious cupcake below)


BUYERS JOURNEYAre you showing up in your prospects

self-determined buying journey?


59% Organisations find allocating time to

manage content a content challenge.Source: PR Newswire Content Marketing Research 2011


61% Consumers who feel better about

a company with unique content.Source: Newscred

THE ATTENTION SPAN OF A FISH IS 9

SECONDS….A HUMAN IS 7 SECONDS

Find the unique angle and never

stop talking to your audience.


“We underestimate what change will happen

in the next two years, but we over estimate

what will happen in the next ten years.” Bill Gates


No such thing as failure.

I tested.


@morethanroute66

[email protected]

www.wordconnect.com.au

Jason Dutton-Smith

www.morethanroute66.com


CONTENT MARKETING RESOURCES

- Curata

www.curata.com

- Content Marketing Institute (CMI)

www.contentmarketinginstitute.com

- Newscred

www.newscred.com

- Copyblogger

www.copyblogger.com/content-marketing/ (free 20

part course and 7 free e-books)


http://www.curata.com/

http://www.contentmarketinginstitute.com/

https://newscred.com/

http://www.copyblogger.com/content-marketing/

Content Marketing 101 - Deep dive into what it is and how it works

Presentations & Public Speaking

Transcript of Content Marketing 101 - Deep dive into what it is and how it works