Content Marketing - Unlock the Key to Digital Marketing Success in 2017: Webinar Recording
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Transcript of Content Marketing - Unlock the Key to Digital Marketing Success in 2017: Webinar Recording
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Content Marketing: Unlock the key to Digital Marketing Success in 2017
Virginia Sharma, Director- Marketing Solutions, LinkedIn India
20th January 2017
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Top Rated Digital Marketing Techniques- 2017
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We need to stop interrupting what people are interested in and be what people are interested
in.
Craig Davis
Former Chief Creative Officer of J. Walter Thompson
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Content Marketing Delivers ROI
7.8x Growth in Unique traffic for
Content Marketing Leaders
People engage with 10 pieces of content before contacting a sales representative
62% Lower Cost vs Traditional Marketing
Companies with an active blog report 97% more leads
6X Conversion Rate vs Non adopters of Content Marketing
Source: Forrester, ABERDEEN Research 2016, CMI 2016 study
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Native advertising: What is it?
Paid advertising that is
produced and published in
such a way that it
resembles editorial content.
Also know as Sponsored
Content.
Native advertising is quality content, inspired by a brand, that’s delivered in-stream.
– Tim Duggan,
Content Director,
Sound Alliance
”
“
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In-feed
units Standard
ads
Promoted
listings Content
recommendation
widgets
Paid
search
units
Custom
campaigns
Native Advertising: Formats
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Native Advertising: Metrics
3 Adapted from King Content, Native Advertising: Beyond the hype p7
• Click Through Rate (CTR)
• Social mentions
• Shares/links
• Likes
• Comments
• Followers
• Leads
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What all native advertising has in common is its ability to take great client–owned content and embed it in the context of a user’s experience.
– Leanne Brinkies,
Head of Native Advertising,
King Content
”
“
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Native advertising, done right, compliments inbound content
efforts when it offers valuable, educational, useful information.
– Ryan Bonnici,
Head of Marketing,
HubSpot Asia Pacific and Japan
”
“
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Great native is about creation and location. Brands must tell a story
people are interested in (either educative, entertaining or
informative), in an environment where customers already engage.
– Jo Boundy, Head of Digital and Entertainment,
Qantas Airways Limited
”
“
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Typical Content Marketing Program Outline
1. Understand the Audience
2. Create Content
3. Amplify
Content
4. Measure Program Effectiveness
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What type of content works best?
• White papers
• Webinars
• Reports and analyses
• Commentary and opinion pieces
• Expert guides and insights
• Video content
• Blog posts
• Digital image galleries
• Listicles
• ‘How to’ guides
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Top 10 rules of
effective
native advertising campaigns
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Top 10 rules of effective
native advertising campaigns
Accurately determine your target audience 1.
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Top 10 rules of effective
native advertising campaigns
Establish a strong understanding of the
publisher’s audience 2.
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Top 10 rules of effective
native advertising campaigns
Create valuable, useful and authentic content
that your audience will want to engage with
and that will enable your brand to become a
trusted advisor
3.
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Top 10 rules of effective
native advertising campaigns
Ensure your content matches the look and
feel of the host website 4.
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Top 10 rules of effective
native advertising campaigns
Use your content to create a connection that
will lead to consideration in the future, and
bring prospective customers into your lead
funnel
5.
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Top 10 rules of effective
native advertising campaigns
Be transparent and upfront. It should be
obvious your content is a paid placement 6.
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Top 10 rules of effective
native advertising campaigns
Time your campaign so it delivers the right
content at the right time to the right audience 7.
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Top 10 rules of effective
native advertising campaigns
Use the right native partner. The right partner
can boost credibility by 33 per cent 8.
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Top 10 rules of effective
native advertising campaigns
Invest in professional editorial support to craft
your content, and make sure it matches the
tone of your host
9.
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Top 10 rules of effective
native advertising campaigns
Make your brand the star. Advertise your
content, not your company
10.
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Engage your prospects with relevant content in the world’s
only professional feed
Native Advertising on LinkedIn
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