Content Marketing Programmes

Keith Feighery

Outline

• Overview of Content Marketing Programmes• Purpose of your Content• Owned, Earned and Paid Media• Leveraging Your Owned Media• Managing Content Marketing Initiatives• Content Marketing for Business to Consumer• Relevant Case Studies

Types of Content

Website

Blogs

Social

Professional Networks

Ads & SERPs

Display Ads

Email

Video

Photos

Docs & PPTs

Summary of Content Types

Content types

• The content and digital media on your Web site, blog other content managed systems, partner sites etc..

• Facebook fan pages and posts• Tweets, status updates• E-mail newsletters• Blog posts, reader comments and reactions• Whitepapers, case studies, webinars, podcasts• Videos, demos & presentations• Product/service reviews• Forums• Articles and other intellectual property or knowledge sharing –

professional contributions etc.

What is the purpose of your content?

Create Awareness of Products/Services

Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy

Digital Marketing Media Mix

Owned Vs Paid Vs Earned Media

Leveraging Owned Media Assets

• Recognise the value in your owned media assets – Websites, mobile applications, digital assets

• Its not about talking about “Yourself” all the time– Requires a change in mindset to what is “valuable”– Provide information and value to customers all the time

• Brands/Businesses are becoming publishers and media outlets• Become trusted experts in your business area• Establish trust and develop relationships with customers and

prospects– Be engaging, entertaining, informative etc..

• Use content to increase acquistion rates and reduces retention costs

Advantages Inbound Marketing

• Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint

• Creates stickiness to your owned media assets (rather than to paid ones)

• Creates a less-frictional way of converting prospects into sales• Helps build long-term relationships rather than one-off sales • Once started, provides an ongoing process and framework to

control and publish valuable information

Purposeful Content

• Attention - your content needs to get noticed - and not just by anyone - by the audience you've targeted. Awareness - once people have engaged with your content, they should have some thoughts about your company - preferably favorable ones worth remembering.

• Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing.

• Anchor - once people have ingested the ideas, your content needs to work to make sure that those ideas take precedence in forming how your audience thinks about the topic.

• Action - your content is sent out on a mission to get people to DO something.• Conversation - beyond the action your content requests, it needs to ensure that the audience has a

clear enough understanding that they can now talk with others and share your ideas with them in their own words.?

• Confidence - the learning your content provides needs to help people feel certain that they know what they need to take the next step...and just what that might be.

• Competence - your content must provide evidence that your company can actually do what it says it can.

• Invitation - content must entice people to spend more time with your company - whether through opting in for a newsletter, attending a webinar, subscribing to an RSS feedAuthority - content must inspire reliance on your company for consistently valuable insights

Who creates the content• Internally

– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different

media• Partners, customers and third party experts

– Publish whitepapers, webinars, eBooks, articles etc…with partners• Customers

– If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..

– You can allow customers to make product recommendations – crowdsourcing

Overview of Sales Funnels

Traditional Funnel