Utilising content marketing to create an engaged community in the rural market
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21-Oct-2014 -
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Transcript of Utilising content marketing to create an engaged community in the rural market
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Utilising content marketing to move beyond generating sales into generating an engaged customer body.
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What is content marketing?
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Creating and distributing valuable and relevant content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action.
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Content marketing
is like farming.
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Farmers drive retention and build lifetime value through constant nurturing, fertilisation and re-sowing.
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Google searches for content marketing
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Why is content marketing worthwhile and what objectives can it achieve?
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Content marketing helps to build trust and mitigate risk for buyers.
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Content marketing is the digital bait that hooks prospects and then helps to pull them through the sales process.
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It’s both a lead generation and lead nurturing tool.
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The old B2B sales funnel model
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The new B2B engagement cycle
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Content marketing helps to lower the cost of lead generation over the longer term.
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Content marketing augments the effect of word of mouth.
Word of mouth is the original social media in farming.
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Content marketing helps your sales messages fly under the radar. This is useful as farmers are inherently cynical.
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What role does content marketing currently play in marketing to New Zealand’s rural sector?
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More than you think.
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Content marketing has been used successfully by rural brands (in a basic form) for many years before it became a marketing industry buzz word.
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It took the form of copy-based printed collateral (brochures, newsletters, field trials and case studies).
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Traditionally, these elements have not always been used in a strategic, co-ordinated way to drive farmer engagement.
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There has also been a strong focus on product / tactical issues rather than taking a broader thought leadership position.
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Rural content marketers need to take a more creative, integrated approach and use more visual and video based strategies to drive digital engagement online.
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Using a marketing automation platform such as HubSpot, Marketo, Eloqua, or Engage will help to create a more integrated approach and customised content.
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Generating content that is useful and meaningful for the rural audience?
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Tell real life stories with an authentic voice and context. Human stories with emotional potency connect with people on a much deeper level.
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Be different and always give your content a ‘creative twist’ through humour, interesting graphics, use of analogies or a new “tone of voice”.
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Drop the “me” focus – they don’t care about your products.
Talk about your prospect’s challenges and issues in a timely fashion.
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Get inside their heads, so you know what’s on their minds, and what they really care about.
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Educate the market – this will help to position you as a thought leader.
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Commission original research and support your story with data to prove your case.
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Interview your customers and / or invite experts to contribute to build trust quickly.
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Use both created and curated content to engage with your audience.
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Using content marketing streams to listen, engage, and offer personalised solutions.
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3 categories of social listening
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IBM used keyword research to find the exact language IT buyers use in their searches about software topics, and then designed a series of “how-to” videos on these topics.
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14 tactics to use in your content marketing.
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Blogging. Create interesting shareable content. Also helps with your SEO.
Case studies. A powerful way to build empathy and trust. Give them a twist.
Infographics. Great for making complex information easy to digest.
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Videos. The most engaging way to connect with your audience.
Social media. A perfect way to show off your personality and content.
Research reports. Original research packaged up for easy consumption.
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ebooks. Great for getting email contacts.
Tip Sheets. Can make a lot of information easily scannable and readable.
eNewsletters. Still one of the most successful content marketing tools around.
Slideshare presentations.
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Article seeding / PR. Great for building credibility and thought leadership.
Webinars. Recorded webinars generate leads long after the actual event.
Podcasts. For those who prefer audio.
Invent a new metric.
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And now for a live demonstration...