Download - Marathon Marketing

Transcript
Page 1: Marathon Marketing

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

Page 2: Marathon Marketing

@sarakfraser

Page 3: Marathon Marketing

Fact:Consumers are savvy —

they no longer

trust messages

straight from

advertisers and

brands..

Page 4: Marathon Marketing

Fact:The Internet has changed everything —

including the way we buy.

Page 5: Marathon Marketing

Old Marketing Model

For decades, marketing was about three critical moments:

Pre-shopping was only for big-ticket items like cars, homes or expensive electronics.

Page 6: Marathon Marketing

Potential customers are online.

Everyone performs web searches.

If they can’t find you (or worse, they find bad content), you’ve already lost your ZERO MOMENT OF TRUTH.

Page 7: Marathon Marketing

Fact Overload:• 90% of all purchase decisions begin online

• 75% of consumers shop online before they buy offline

• 85% are looking for an independent review

• 78% of people trust the recommendations of other people

Positive perceptions of companies increase by +36% if they have a blog on their website.

Image source: http://www.hubspot.com/

Page 8: Marathon Marketing

New Marketing Model:

Consumers research everything they buy. The pre-buy is the Zero Moment of Truth.

Page 9: Marathon Marketing

The Zero Moment of Truth all boils down to content.(But not just any content.)

Kick-ass, smart, on-target content.

Page 10: Marathon Marketing

Hard Fact:You can’t control the online conversation about your brand.

(But you can join it.)

Image source: businessgrow.com

Page 11: Marathon Marketing

Content Marketing is producing and distributing relevant, valuable, focused content that drives consumer action.

Image source: http://www.tumblr.com/tagged/content%20strategy

Not this.

Page 12: Marathon Marketing

Relevant Content:[rel-uh-vuhnt]Adjective; connected with the matter in hand; pertinent.

[kon-tent]Noun; substantive information or creative material.

Image source: http://barnraisersllc.com

Page 13: Marathon Marketing

Content marketing is storytelling.That’s the most effective way to deliver a message.And at the end of honest storytelling, there’s success.*

* A lot of it.

Page 14: Marathon Marketing

“You have to understand, my dears, that the shortest distance between truth and a human being is a story.”

Anthony De Mello

Page 15: Marathon Marketing

“The stronger the dialog, the stronger the brand; the weaker the dialogue, the weaker the brand.”

Larry Webber

Page 16: Marathon Marketing

Coca-Cola’s Content 2020 ad strategy puts content at the core:

"All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If

you’re going to be successful around the world, you have to have fat and fertile ideas at the core."

Page 17: Marathon Marketing

But what’s the payoff?

Page 18: Marathon Marketing

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

Page 19: Marathon Marketing

(Good) content marketing means:

• More leads and conversion• More brand awareness• More loyalty• More engagement• More organic sharing

Source: blog.eloqua.com

Page 20: Marathon Marketing

Per lead cost:

Source: blog.eloqua.com

Page 21: Marathon Marketing