future of content marketing - ebriks infotech
Post on 18-May-2015
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The Future is Bright with Web Content
About Lee & TopRank Marketing
Attract – Engage – Convert
Overall trends in content
Emerging consumer driven model
Web content success stories
Content marketing "A-Team”
Future growth opportunities
Image Source: Shutterstock
Ubiquitous Connectivity
Create
Consume
Publish
Interact
Transact
Source: Ericcson, 2011
2020
51% of all time on the web is content consumption.
(AOL/Nielsen 2011)
99% of Marketers have used at least one content
marketing tactic. (Content Marketing Institute/Brandpoint 2012)
60% will increase spend on content marketing.
(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
Content Distribution Channels
Source: Outbrain – State of Content Marketing 2012
96% Social Media
Paid Search
76% Display Ads
69% SEO
33% Email
78%
63% of US Internet users use search engines daily
eMarketer Aug 2012
81% Perceptions
Are Influenced Weber Shandwick 2012 89%
Use Search for Purchase
Fleishman-Hillard 2012
CPG Company: 96 search phrases.
Most are brand terms.
Fabric Retailer: 4,419 phrases. Broad category & brand terms.
Content
Social SEO
Traditional Approach
Red Widget
Features & Benefits
Advertising Direct Mail PR Email White Paper
Persona “Jane Exec”
Influences CEO Goals: Fast,
Save $, Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacy interest
Byline PPC
Email Offer
Locator
Tips Articles
Newsletter
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Article
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Modern Model for Content Marketing
Fast
Source: First 10 / Smart Insights
30 Content Marketing Tactics Article Marketing
Advertorial
Blogging
Case Studies
Crowdsource
Curate
Digital Newsletters
eBooks
Interactive Games
Images & Infographics
Interactive Tools
Microsites
Mobile Applications
Mobile Content
News Release
Online Magazines & Apps
Podcasts
Print Magazines
Print Newsletters
Real-World Events
Research & Surveys
Social Content
Teleclass & Telecasts
Traditional Media
Videos
Virtual Conferences
Webinars
Wikis
White Papers
Blog Post: tprk.us/30cmtactics
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
Repurpose
Social & SEO
Networking,
PR, Linking
Audience Segments
Needs & Goals = Topics
What stories will connect you?
Make it easy to find & share
awareness consideration purchase retention advocacy interest
Content Marketing Process
Successful Companies
Source: Content Marketing Institute
Cool! We’ll interview
CMW speakers
And make an e-book for attendees.
10 Long Form Interviews
Topical Matrix: B2B Enterprise SMB Tools Win budget Definition
Planned Repurposing
Enterprise SMB Tools B2B Win budget
B2B Enterprise SMB Tools Win budget
Enterprise SMB B2B Tools Win budget
Enterprise SMB Tools Win budget B2B
Top 10 B2B Tactics
B2B Enterprise SMB Tools Win budget
Tools B2B Enterprise SMB Win budget
B2B Enterprise SMB Win budget Tools
B2B Tools Enterprise SMB Win budget
Top 10 Content Marketing Tools
Individual Thought Leader Interviews Articles
Promotions:
Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets
Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of full interviews
3,300+ Retweets
200+ Facebook “likes”
130 G+
100+ inbound links
Content Marketing A-Team Content Marketing “A-Team”
Image Source: Shutterstock
• Chief Content Officer
• Managing Editor
• Writers, Sources
• Content Design
• SEO
• Social Marketer
• Online PR
• Social Listening/Analytics
Source: Managing Content Marketing (Pulizzi, Rose)
But We Don’t Have Budget For That!
1. Editor/Writer
2. Designer
3. Social SEO
Growth Areas in Web & Content Marketing:
Integration: Owned, Earned, Paid & Shared Media
Dedicated in-house content marketing resources
Web + smartphones & tablets
Boom in visual content & media
Big data, social data, automation, tools, real time data, did I mention data?
Content Marketing Maturity
Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group
Make a commitment. And grow.
Takeaways
• Content powers the web & the web powers your business. Are you powering content?
• If your content is poor, then so will you.
• Start learning modern models of web content marketing. Now.
• Stand, Stretch and Walk.
• Get help if you need it.
lee@toprankmarketing.com
TopRankMarketing.com TopRankBlog.com
Thank You!
OptimizeBook.com
Consulting – Speaking – Partnerships 1-877-872-6628
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