7 key takeaways to strengthen your content strategy
TRANSCRIPT
Goal For Today
Dispel some myths and misnomers of Content Marketing while providing 7 tips that you can walk
away with to strengthen your own strategy
The Obligatory Stats
*Stats from Content Marketing Institute: 2016
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80%
94%
87%
84%
82%
79%
Social Media Content
eNewsletters
Videos
Case Studies
Articles On Website
61%
58%
49%
49%
40%Producing A Variety Of Content
Producing Engaging Content
Measuring Content Effectiveness
Producing Content Consistently
Measuring ROI of Content Marketing
Top Content Marketing Tactic Usage Top 5 Challenges For Content Marketers
Illustrations/Photos
12% Increase
Videos
10% Increase
Infographics
10% Increase
Promoted Posts
30% Increase
YouTube
13% Increase89%
11%
% Of Respondents UsingContent Marketing 2016
Myth 1 - How Hard Is Content Marketing?
- Carefully Targeted Series (Various Mediums)
- Professionals (Expert At Reaching & Influencing Specific Groups)
- Creating Highly Effective & Engaging Content- Build Brand Loyalty- Increase Customer Retention- Decrease Churn- Increase Recommendations- Increase Sales
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Myth 2 - Know What The End Goal Is
- Brand Awareness or Reinforcement?
- Lead Conversion or Nurturing?
- Customer Conversion?
- Customer Loyalty/Retention?
- Customer Up-Sell
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Myth 3 – Understand Your Audience
- Understand Who You’re Targeting
- Understand What They Do & Where They Do It
- What Do They Like Talking About?
- What Do They Like To Share Online?
- What Type Of Content Topics Are They Discussing?
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Go Visual 16
“We’d love to make more visual content – but it’s too expensive!”Video Link: https://youtu.be/rfh-64s5va4
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Sources: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.000085b29zy7scurpf41jysekape7
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Photography Video Infographics Illustrations
Trends For 2016
Critical Important Unimportant
Between April 2015-November 2015, views per day on FB Doubled
Shoppers who view videos – Likeliness to purchase
“Video” in Email Subject Line
19%
4b >8b
1.8x
50% More posts are opened on
Facebook than those without,
when accompanied by a
picture
Go Visual 18
Most of us have the technology in our hands at all times.
But if you want to up the quality, it’s a low cost to invest in HD video.
Myth 5 – Content Marketing Not Advertising- Don’t confuse Content Marketing with Advertising
- Provide Value To Your Customers/Prospects
- Avoid Talking About Your Products/Services(That’s what your website and sales reps are for)
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Myth 6 – Pick Wisely
- You Don’t Have To Be Active On All Networks
- Pick Where Your Audience Is & Where You Want To Be
- What Suits Your Brand/Product & Service Best?
- Experiment With Different Formats (Snapchat etc.)
- Secure Your Brand Name (www.knowem.com)
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Create, Distribute, Analyse & Debrief
Analysis- Effective measurement tools- For each medium- YouTube (training videos)
Post Campaign- All stakeholders (internal & external)- Debrief- Improve & Develop- Get back to work!
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