content marketing
DESCRIPTION
Defining blogging as a significant source for content marketing strategies.TRANSCRIPT
1 ©2012 MarketBridge Corp.– 1 –
MARKETINGCONTENT
Understanding Blogging’s Importance to Driving Consumer Choice
4350 East West HighwayBethesda, MD 20814240-752-1800
49 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800
www.market-bridge.com@marketbridge
Lane DouglasPrincipalSocial Media [email protected]
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THE SEARCH
DILEMMA
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Which Question Do You Start With?
Traditional marketing always starts with the question “What do I want them to know?” Content marketing starts with the question “What do THEY want to know?”
best romantic dining Annapolis Press Enter to search.
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“Wait... Let me Google It First...”
With the rise of mobile devices, specifically smartphones, doing consumer and competitive research on a product before we buy is now a default activity for many shoppers.
The Changing Buyer Puts Marketing at Center Stage• 81% of all content research begins
with general web research
• 35% go directly to vendor websites
• 34% go to industry guides and reports
• 23% turn to social media
63%“I’m finding and utilizing more
content on the web.”
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Education Before Email
“Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.”
Content Marketing Institutehttp://www.junta42.com/resources/what-is-content-marketing.aspx
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The Value of Blogging as Marketing
In addition to lending itself to SEO through relevant keywords and link-building, blogs provide “rich content” by perceived experts further driving content marketing.Podcasts
Vendor-sponsored white papers
User/peer-created content
Data-driven research reports
Videos
Industry white papers
Webinars and virtual events
Blog-posts
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
6%
10%
17%
20%
23%
31%
38%
39%
9%
0%
23%
29%
20%
14%
34%
37%
B2C B2B
User/Peer-Created Content
Vendor-Sponsored White Papers
Blog Posts
Webinars & Virtual Events
Industry White Papers
Videos
Content Types that Are Most Valuable For Directly Supporting Marketing Objectives According to Marketing Professionals Worldwide
Data-driven Research Reports
Podcasts
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SPECIFIC
2ANNE ARUNDEL
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Blogs Make Up 2nd Largest Category
For the period of the last 30 days, almost 25% of all conversations related to dining, shopping, or traveling to any of the 4 sampled cities happened on blogs. The question is, who was writing this material and what were they saying?
Twitter26%
Blogs
24%
Facebook15%
Aggrega-tor
14%
Forum Replies10%
Mainstream News
5%
Forums4%
Comments1%
Videos1%
Volume By Media Type For Travel-Related DiscussionsSource: Radian6Dates: 08.23.12 – 09.23.12
LocationsDC, Baltimore, Annapolis, Williamsburg
Keywordstrip, vacation, getaway, overnight, shopping, dining, dinner
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“Well... Where did you hear it from?”
With the rise of mobile devices, specifically smartphones, doing consumer and competitive research on a product before we buy is now a default activity for many shoppers.
How Have Your Consumption Habits Changed Over the Past Year?
57% 32% 25%Place a higher
emphasis on the trustworthiness of the
source
Are willing to consider vendor-created
content as trustworthy
Get more of their content through social
networks or recommendations
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In Content Marketing, Think Opportunity, Not Obstacle
Even if your competitors hold the volume, view this as evidence of consumer interest, and look to learn what drives the conversation. Then, create content around this with your unique identifiers added.
Travel Indus-try
68%
Williamsburg3%
Baltimore13%
Washington14%
Annapo-lis2%Source: Radian6
Dates: 08.23.12 – 09.23.12LocationsDC, Baltimore, Annapolis, WilliamsburgKeywordstrip, vacation, getaway, overnight, shopping, dining, dinner
Share of Conversation by CitySOC is defined as the percentage of the overall volume where your brand is mentioned in conjunction with the industry-related keywords
11 ©2012 MarketBridge Corp.– 11 –
MARKETINGCONTENT
Understanding Blogging’s Importance to Driving Consumer Choice
4350 East West HighwayBethesda, MD 20814240-752-1800
49 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800
www.market-bridge.com@marketbridge
Lane DouglasPrincipalSocial Media [email protected]