content marketing - the big shift

GAVIN KLOSEFULLER.COM.AU @FULLERCOM

CONTENT MARKETINGTHE BIG SHIFT

CONTENT MARKETING1

CONTENT MARKETING IS THE CREATION,  DISTRIBUTION AND SHARING OF ENGAGING CONTENT TO BUILD YOUR BRAND.FULLER, 2014

CONTENT MARKETING2

78% OF CMOs THINK CUSTOM CONTENT IS THE FUTURE OF MARKETINGHANLEY WOOD, 2013

CONTENT MARKETING3

86% OF B2C MARKETERS USE CONTENT MARKETING AND 91% B2B MARKETERS USE CONTENT MARKETINGeMARKETER, 2013

CONTENT MARKETING4

AUSTRALIAN MARKETERS ALLOCATE 25% OF THEIR TOTAL MARKETING BUDGET ON CONTENT MARKETINGCONTENT MARKETING IN AUSTRALIA: 2013 TRENDS – CONTENT MARKETING INSTITUTE/THE ASSOCIATION FOR DATA-DRIVEN MARKETING & ADVERTISING (ADMA)

CONTENT MARKETING5

COMPANIES WITH AN ACTIVE BLOG REPORT 97% MORE LEADSCONTENT+, 2013

CONTENT MARKETING6

PER DOLLAR SPENT, CONTENT MARKETING GENERATES 3 TIMES AS MANY LEADS AS TRADITIONAL MARKETINGDEMAND METRIC, 2013

CONTENT MARKETING7

70% OF CONSUMERS PREFER TO LEARN ABOUT A BRAND THROUGH ARTICLES THAN IN AN AD.OMNITEL, 2011

CONTENT MARKETING8

% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013

TIME SPENT AD SPEND

PRINT

5%

19%

12%10%

38%

45%

25%22%

20%

50%

40%

30%

20%

10%

% O

F T

OT

AL

ME

DIA

CO

NS

UM

PT

ION

T

IME

OR

AD

VE

RT

ISIN

G S

PE

ND

ING

0%RADIO TV INTERNET MOBILE

@KPCBSOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+ OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND). ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE.

4%

CONTENT MARKETING9

HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT)

EXCLUSIVE!!!

CONTENT MARKETING10

PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENTAND 30% OF ONLINE TIME WHERE CONTENT IS SHARED

SOURCE: NIELSEN NETVIEW, DECEMBER 2010

53% 7%

23%

CONTENT MARKETING11

THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK

CONTENT MARKETING12

THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK

CONTENT MARKETING13

REDBULL: XTREME (ENERGY) CULTUREULTIMATE IN CONTENT, ENGAGEMENT AND SPONSORSHIP

CONTENT MARKETING14

TIP: IF PEOPLE LOVE YOUR CONTENT, SO WILL GOOGLE

CONTENT MARKETING15

OWNED, EARNED AND PAID CONTENT GENERATES VISITS, LINKS AND BETTER SEARCH RANKINGS

OWNED

BLOG

PAIDEARNED

SITE

CONTENT MARKETING16

ESTABLISH STRATEGY.EVOLVE CONTENT. STRATEGY

CREATE NEW OWNED CHANNELS

EDITORIAL PLANNING

CONTENT CREATION

CONTENT DISTRIBUTION

MEASUREMENT/ ANALYSIS

CONTENT MARKETING17

STRATEGY: WHAT’S YOUR GOAL?

REPUTATIONREPOSITIONING

AWARENESSLEADSSALES

LOYALTY

CONTENT MARKETING18

STRATEGY: AUDIENCE, MESSAGES & CHANNELS

WHO? NEEDS?

INTERESTS?WHERE?SEARCH?

KEYWORDS?

CONTENT MARKETING19

STRATEGY: AUDIENCE, MESSAGES & CHANNELS

BRAND TRUTHS, VALUES,

PERSONALITY

THE BRAND

RELEVANT AND HIGH INTEREST

TOPICS

THE CONSUMER

AUDIENCE MESSAGES & CHANNELS

CONTENT STRATEGY

CONTENT MARKETING20

STRATEGY: CHANNELS

CONTENT MARKETING21

PLANNING: CONTENT IDEAS AND EDITORIAL CALENDAR

© 2013 NewsCred 6

A. Blog Editorial Calendar

Blog Editorial Calendar

DeadlinePublish

DateSEO

KeywordsTarget

Audience O�erChannels

forPromotion

TitleTopic Author

02 Selecting Your Editorial Calendar

For a high tra�c blog, you’ll want to publish frequently. Focus your blog posts

around your bestselling products, relevant areas for thought leadership, brand

culture, and key customer concerns. You’ll want your blog to be the #1 information

resource for your audience. The best blogs often involve multiple contributors to

provide audiences with a variety of opinions and insights, so consider a calendar

that allows for multiple users with read and write permissions.

“Make it simple.Make it memorable.make it inviting to look at.Make it fun to read.”— Leo Burnett

CONTENT MARKETING22

CONTENT CREATION: RESEARCH, CREATE, BRANDIFY, EDIT, POST

7 Tips To Comparing The Best Watch Brands

Top 11 Most Interesting Online Shoe Shops

CONTENT MARKETING23

CONTENT DISTRIBUTION: IDENTIFY, REPURPOSE AND PITCH

OWNEDEARNED

BLOG

REPURPOSE AND PITCH

REPURPOSE

CONTENT MARKETING24

MEASUREMENT: ANALYSIS AND REPORTING

CONTENT MARKETING25

SPONSORSHIPAND EVENTS

CONTENT MARKETING

WEBSITE SOCIAL MEDIA

HOW DO YOU INTEGRATE CONTENT MARKETING?

MARKETING

ADVERTISINGPUBLIC

RELATIONS

STRATEGY

PLANNING

CREATION

DISTRIBUTION

MEASUREMENT

CONTENT MARKETING29

XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES)INSIGHTS FOR BUSINESS LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE

CONTENT MARKETING30

COMMONWEALTH BANK: WOMEN IN FOCUSINSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN

CONTENT MARKETING31

COMMONWEALTH BANK: BLOG‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR

CONTENT MARKETING32

MINTLIFE BLOG AND FACEBOOKREACHING YOUNG PEOPLE WITH CONTENT THEY WANT TO CONSUME

CONTENT MARKETING33

DMH STALLARD - LEGAL UPDATES, EBULLETINS, PODCASTS AND BLOGSTARGETING DIFFERENT CUSTOMER NEEDS

CONTENT MARKETING34

BERWIN LEIGHTON PAISNER: DO AMAZING THINGS TO ATTRACT GRADUATESAPPLICATIONS UP 40%, TWITTER UP 300%, FACEBOOK UP 200%, TRAFFIC UP 200%

CONTENT MARKETING35

DAVIDSON COLLEGEONE SIZE DOES NOT FIT ALL = MULTICHANNEL

CONTENT MARKETING36

HIJACKED - CURRATED PEER GENERATED CONTENTTELSTRA AND OFFICEWORKS ATTEMPTING TO REACH UNIVERSITY AUDIENCE

CONTENT MARKETING37

CONTENT MARKETING38

GENERAL ELECTRIC - OWNED AND PAID CHANNELSENGAGING BRANDED CONTENT THAT ISN’T ABOUT GENERAL ELECTRIC

CONTENT MARKETING39

VISIT CANBERRA - #HUMANBROCHURE500 TOURISTS SHARING TO OVER 4 MILLION PEOPLE WITH 93% POSITIVE SENTIMENT

CONTENT MARKETING40

CHEROKEE COUNTY - IDENTIFIED KEY MESSAGES, AUDIENCES AND CONTENT BUCKETSFACEBOOK UP 53%, TWITTER UP 243%, LINKEDIN UP 40%

CONTENT MARKETING41

ONTARIO CENTRAL COUNTIES TOURISM - OUTSOURCED BLOGGER NETWORK30 POSTS WITHIN 4 MONTHS BY BLOGGERS WHO ARE NOW “MARKETING PARTNERS”