content is the new advertising for websites
DESCRIPTION
Bullseye's Managing Director Jason Davey shares his views from Kentico Connect in Sydney on how content is the new advertising for websites. For more on Bullseye visit www.bullseye-digital.comTRANSCRIPT
Content is the New AdvertisingJason Davey
$48B brand value - #2 ‘Best Global Brand’ 2013
*Interbrand and Forbes global brand studies
There are many forms of content
SOCIAL MEDIA BLOG EDM
MUSICWEBINAR
PRESS RELEASE
VIDEOINFOGRAPHIC
GAMESLIDESHOW APP PRODUCT
DIFFICULTY TO PRODUCED
EPTH
OF
ENG
AG
EMEN
T
Talking the talk.W
Why is this successful?
• Clearly identified target market• Relevant and quality content• It’s not a sales pitch• Shareable, all the way• Linked content to product
Why is this successful?
• Clearly identified target market• Relevant and quality content• It’s not a sales pitch• Shareable, all the way• Linked content to product
• $0 media spend• Increased acquisitions by 40%• 136,557 people reached• 14,559 savings tips collected• Mini-book giveaway• 2012 ADMA Effectiveness
Award
Westpac - Social Media Campaign
Why is this successful?
• Clearly identified target market• Relevant and quality content• It’s not a sales pitch• Shareable, all the way• Linked content to product
UNDERSTAND
THE DECISION
MAKING PROCESS
INTEGRATED
CUSTOMER
EXPERIENCE+ =SuccessContent
Engagement
CUSTOMER-CENTRED DIGITAL MARKETING
CONTENT STRATEGY
SOCIAL STRATEGY
before
The currency of content
“Content is currency — something we trade for our audience’s attention. That currency
becomes more valuable every time it’s shared by someone other than ourselves.”
Frank Strong, Copyblogger
4 stages of the Content Marketing Lifecycle
Planning
CreationPromotion
Measurement
• Define audience• Touchpoints and lifecycle• Media types and budget
• Keywords targeted• Content formats• Multi-channel
• Engage social influencers• Use paid media• Explore different channels
• Track each channel• Track formats• Measure the ‘funnel’
Purchase Download Registration Enquiry Click-to-call
Time spent Pages/Visit Social shares Repeat Visits
Measurement metrics - the “funnel”
Engagement
Conversion
Page Views Clicks Visits Referrals SourcesReach
Forecasting content “campaign” outcomes
CONTENT
TRACKING CODE
TRACKING CODE
TRACKING CODE
TRACKING CODE
BLOG
5,000 x 15% 750
15,000 x 7% 1,050
35,000 x 3.5% 1,225
10,000 x 8% 800
55,000 3,825
DISTRIBUTIONCHANNEL
AUDIENCEENGAGEMENT RATE
AUDIENCEENGAGED
TOTAL
CAMPAIGN RESULT = Sum of engaged audience across the distribution channels
YOU CAN’T MANAGE WHAT YOU DON’T MEASURE
ACTIONABLE DATA
WHERE
WHY?
HOWWHEN
WHAT
WHO1. Demographics
2. Location
3. Topic / Task
4. Search
5. Time of day
6. Channel / Device
CONTEXT
Optimisation strategies multiply results
Up weight and expand on the proven as well as testing and incorporating the potential to continue building the mix long term
The Proven
The Hit
The Miss
Traffic / sales goals
Time
Your plans must remain fluid and open to optimisation
Activity
Content and SEO Relationship
1-2 Word Phrases‘holiday’
2-3 Word Phrases‘holiday queensland’
More Descriptive Phrases‘Romantic island getaway queensland’
KEY PHRASE CURVE
HIGH COST & COMPETITION
LOW COST AND RISK
LOW PROBABILITY OF CONVERSION
HIGH PROBABILITY OF CONVERSION
SOURCE: elliance.com
Over 60% of Google searches use 3 keywordsor more!
Advertising your content will accelerate growth
Growth by advertising Growth by content marketing Growth by content
+ advertising
The ROI of Content Marketing
• 65% reduction in churn rate• 127% of sales targets reached• Pipeline doubled – Q1• Pipeline tripled – Q2!
Meagan EisenbergVice President – Demand Generation, DocuSign
The ROI of Content Marketing
• Thought Leadership campaign• Microsite, emails, e-book + social• $8M in new pipeline closed
Summary of the right approach
Your Business Your Prospects
Rich-media, Tools, Campaigns and
Community
RELEVANCE
ENGAGEMENT
CONTENT
LEADS/SALES
