content marketing - unlock the power of your content as a marketing tool
DESCRIPTION
Includes Content Marketing Strategies, research statistics and tactical examples of content marketing, as well as qualitative and quantitative measurement examples.TRANSCRIPT
Content and Distribution: The Hub of Your Online Efforts
Will Davis
410.925.6626
twitter.com/willdavis/
The Online Conversation
2Credit: Brian Solis
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None of it works without…
• Content– Targeted– Scheduled– Educational– Distributed– Consistent
What is Content Marketing
• Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.– Joe Pulizzi Junta42
Content Marketing - Poised for Great Increase• 59% of marketers plan to increase their content marketing budgets this
year, up from 56% last year and 42% in 2008 (Junta42/BtoB Magazine)
• When asked how their content marketing budgets compare with last year's, 19% of marketers said they would “increase significantly” this year; 40% said they would “increase slightly;” 35% said they would stay the same; and only 7% said their content marketing budgets would decrease this year.
• Also, the share of total marketing budgets going to content marketing will increase to an average of 33% this year, up from 29% two years ago.
• The survey also revealed a significant difference in the content marketing spending plans of large companies and small companies.
Content Marketing - Poised for Great Increase (cont’d)• For companies with 100 or more employees, only 18% of the total
marketing budget will go to content marketing, according to Junta42.
• However, for companies with fewer than 100 employees, 42% of the marketing budget will be spent on content marketing.
• “It's the ultimate David-versus-Goliath scenario,” Pulizzi said. “For the larger companies, more of the budget is taken up with media programs. With content marketing, you can create your own media channels and go directly to customers with a message.”
• Regarding which channels companies are using for content marketing, the top platform is social media, which 72% of marketers are using. Other top channels are: e-newsletters (63%), blogs (63%), white papers (48%), article marketing (48%), case studies (46%), online video (42%), custom in-person events (31%) and microsites (31%).
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Content Roadmap
Using a Blog as Your Hub
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• A blog can often be your most efficient way to distribute content, and can serve as your social media and content hub in ways your website can’t
Your Social Media Hub
• Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories
• Without a hub you limit your use of social media to brief thoughts with no depth attached
Your Social Media Hub
10Credit: Brian Solis
Social Media Growth
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Why Content Marketing - SEO
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#1 Ranking
Why Content Marketing - SEO
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How To Market Your Content
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Website
How To Market Your Content
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Industry Sites/Article Sites Using RSS
How To Market Your Content
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How To Market Your Content
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How To Market Your Content
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How To Market Your Content
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How To Market Your Content
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Technorati
How To Market Your Content
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Presentations
How To Market Your Content
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Videos (Yours or Others)
How To Market Your Content
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“Sharing” Sites Corporate Materials
Digg Personal Email
Stumble Upon Email Signature
Redd It Direct Mail
Delicious Press Release
100s of Others ALL Materials
Measuring Your Success - Quantitative
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Visitors & Sources
Content & Stickiness
Measuring Your Success - Quantitative
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Measuring Your Success - Quantitative
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Measuring Your Success - Qualitative
• What do you want to get out of it?• Branding & Awareness Component• Narrowcasting a Message• “Skip the First Meeting”
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