The secrets of content marketing: How it can deliver a better ROI than paid-for media
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1 The secrets of content marketing: How it can deliver a better ROI than paid-for media Lisa Mandell Business Director October 2013 We write in your language
description
According to a survey by the Custom Content Council, 70% of consumers prefer to learn about a company through custom content than ads. If you missed our Business Director, Lisa Mandell presenting at the Ecommerce Expo then get the slides here. Lisa discussed how content marketing can deliver a better return on investment than paid media, focusing on how eCommerce brands can use content to reach, acquire and retain their key audiences. This presentation also outlines the challenges faced by those getting into content, and outlines a 7-step plan to help you plan or refine your content marketing strategy.
Transcript of The secrets of content marketing: How it can deliver a better ROI than paid-for media
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The secrets of content marketing: How it can deliver a better ROI than paid-for media
Lisa MandellBusiness DirectorOctober 2013
We write in your language
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What is content marketing?
Using media content, not advertising,
to reach, acquire
and retain customers
Ad effectiveness is diminishing
Any company can be a media
company
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Welcome to the future of online marketing
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prefer to learn about a
company through custom
content than ads
feel better informed by
custom content
more likely to buy
after consuming content
Why content marketing is important?
Source: Consumers’ Attitudes Toward Custom Content - GfK Roper, Custom Content Council, 2011 - http://bit.ly/WKeHU1
70% 50%
It drives revenue and reputation
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Why content is important for eCommerce…
Reach RetentionAcquisition
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Reach
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Acquisition
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Retention
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However, producing content of a consistently high quality in house poses challenges
Time and resource-intensive
Costly Risks search engine
de-listing
Quality consistenc
y at risk
Growing number of
topics, formats,
languages and brand-consumer
touch points
Which is why we launched…
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To meet the demand for consistently high quality, multi-language, bespoke digital content at scale
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Shop Direct Group
Home&
LivingFashion
&Beauty
Lifestyle
ElectricalsGaming
Furniture
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Client’s Challenge
Home&
LivingFashion
&Beauty
Lifestyle
ElectricalsGaming
Furniture
• Reduce reliance on paid forms of online media without affecting overall traffic levels
• Generate targeted incremental traffic volumes through organic search
• Remove duplicate content• Retain each brand’s individual tone of voice
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Solution
5,000+ pieces of new content added to the site
• Consumer surveys• Celebrity
interviews• Infographics• Opinion pieces• Product category
descriptions• Topical blog
articles• How to guides
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Results
• 25% year-on-year growth in SEO traffic
• 50% growth in generic traffic
• Now 700,000+ site visits per day
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Your Content Marketing Strategy:A 7-Step Plan…
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7
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Step 1
1Value your content…
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Step 2
2Define your objectives…
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Step 3
3Put customers before robots…
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Step 4
4Be consistently on-brand…
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Step 5
5 Measure and optimise…
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Step 6
6Localise, don’t translate…
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Step 7
7Scale your solution…
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How Quill scales
“Thank you”Lisa Mandell
Business [email protected]
+44 (0) 203 290 61503rd Floor, 52 Jermyn Street, London, SW1Y 6LX,
UKwww.quill-company.com
One of the UK’s 250 fastest growing companies
Accelerate 250
One of six digital “agencies to watch” 2013
Econsultancy
