Marathon Marketing

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Business case for content marketing by EnVeritas Group.

Transcript of Marathon Marketing

  • 1.Marathon Marketing:The Business Case for ContentSara Fraser, EVG | 3.20.13

2. @sarakfraser 3. Fact:Consumers aresavvy they no longertrust messagesstraight fromadvertisers andbrands.. 4. Fact:The Internethas changedeverything including theway we buy. 5. Old Marketing ModelFor decades, marketing was about three critical moments: Pre-shopping was only for big-ticket items like cars, homes or expensive electronics. 6. Potentialcustomers areonline.Everyoneperforms websearches.If they cant findyou (or worse,they find badcontent), youvealready lost yourZERO MOMENTOF TRUTH. 7. FactOverload: 90% of all purchasedecisions begin online 75% of consumers shoponline before they buyoffline 85% are looking for anindependent review 78% of people trust theImage source: of otherpeoplePositive perceptions of companies increase by +36% if they have a blog on their website. 8. New Marketing Model:Consumers research everything they buy.The pre-buy is the Zero Moment of Truth. 9. The Zero Moment of Truth all boils down to content. (But not just any content.) Kick-ass, smart, on-target content. 10. Hard Fact:You cant control the onlineconversation about yourbrand.(But youcan join it.) Image source: 11. Content Marketing is producing and distributing relevant,valuable, focused content that drives consumer action.Not this. Image source: 12. Relevant Content:[rel-uh-vuhnt]Adjective; connected with the matter in hand; pertinent.[kon-tent]Noun; substantive information or creative material. Image source: 13. Content marketing is storytelling.Thats the most effective way to deliver a message.And at the end of honest storytelling, theres success.* * A lot of it. 14. You have to understand, my dears, that the shortest distance between truthand a human being is a story. Anthony De Mello 15. The stronger the dialog, the stronger the brand; the weaker thedialogue, the weaker the brand. Larry Webber 16. Coca-Colas Content 2020 ad strategy puts content at the core:"All advertisers need a lot more content so that they can keep the engagementwith consumers fresh and relevant, because of the 24/7 connectivity. If youre going to be successful around the world, you have to have fat and fertile ideas at the core." 17. But whats the payoff? 18. Google places high value on website content that is: Frequently updated High-quality, original, and trustworthy Composed with the users needs in mind Regularly shared 19. (Good) content marketing means: More leads and conversion More brand awareness More loyalty More engagement More organic sharing 20. Per lead cost: Source: