content marketing walthrough
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THINK CONTENTMarketing in the digital age
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verb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. crafted) :a beautifully crafted object.
Ian MillerSearch Director
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Who are we?• Integrated full-service digital agency • Head office based in Ipswich • Delivering successful campaigns since 2005 • Award winning work • An expanding team of 40 digital experts
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What we doWE DESIGN
Websites
Apps
Software
Brands
WE BUILD
Websites
Apps
Software
eCommerce
WE PROMOTE
Search Marketing
PR
Online Advertising
Content Marketing
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What is the digital age?
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Source: Pew Research Center
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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
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Source: http://www.guardian.co.uk/media/abcs
We’re moving online
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HOW IS DIGITALMARKETING DIFFERENT?
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WRONG QUESTION.
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WRONG QUESTION.
HOW IS GOOD DIGITALMARKETING DIFFERENT?
Interruption vs. engagement
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Content = engagement
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We are not alone
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$400 million bet
Source: http://contentmarketinginstitute.com/2012/01/coca-cola-content-marketing-20-20/
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SPENT $2.5 BILLION ON CONTENT MARKETING
TECHNOLOGY IN18 MONTHS
Source: http://contentmarketinginstitute.com/2013/03/content-marketing-disruptors-2013/
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40% REDUCTION IN PRINT AND TV ADVERTISING
“Connecting used to be, ‘Here’s some product,
and here’s some advertising. We hope you like it,’”
“Connecting today is a dialogue.”
Nike CEO Mark Parker
Source: http://www.fluffylinks.com/nike-digital-marketing
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GAWKER EXPECT TO MOVE AWAY FROM BANNER
ADVERTISING WITHIN 2 YEARS
18.6 MILLION MONTHLY READERS
Source: http://www.businessinsider.com/gawker-e-commerce-sponsored-content-2012-5
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What is this “content”?
CONTENT GOES HERE
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CONTENT
GOES HERECONTENT GOES HERE
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CONTENT GOES HERE
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Content is intendedto be consumed
or
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But can it make a difference to my business?
73% OF PEOPLEprefer to get information about an
organisation in a collection of articles rather than in traditional
advertisement
Source: http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/
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61% OF PEOPLEfeel better about a company that delivers custom content and are
more likely to buy from that company
Source: http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/
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Blogs areTWICE AS LIKELY
as magazines to have inspired a product purchase over the
last six months
Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
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And yet…The average
time spent ona webpage is
25seconds
On average, visitors onlyread around
20%of content
One in fivevisitors leavea site within
5seconds
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Why?
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Why?
REMARKABLE BECOMES NORMAL
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So, be remarkable
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A good hockey player plays
where the puck is.
A great hockey player plays
where the puck is going to be.Wayne Gretsky
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Think beyond words
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Examples of great content
Let’s look at the exciting stuff
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crisisofcredit.com
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photoid.nike.com
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rcs.seerinteractive.com/money
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rcs.seerinteractive.com/money
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ONE RACE, EVERY MEDALIST EVER
nytimes.com/interactive/2012/08/05/sports/olympics/the-100-meter-dash-one-race-every-medalist-ever.html
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nytimes.com/interactive/2012/08/05/sports/olympics/the-100-meter-dash-one-race-every-medalist-ever.html
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How about the rest of us?
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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
http://blog.crafted.co.uk/blog/2013/4/18/brighton-seo-crafted-takeaways.html
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inspiresme.co.uk
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It doesn’t have to be difficult
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What makes great content?
USEFUL X INTERESTING= EFFECTIVE
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One size doesn’t fit all
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Think “how” rather than “why”
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BE THE CUSTOMER, NOT THE COMPANY
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DON’T BE LAZY
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DON’T BE LAZYEither write something
worth reading, or do something
worth writingBenjamin Franklin
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CONTENT IS CUSTOMER SERVICE
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Ipswich Studio32 Fore Street,Ipswich, IP4 1JUT: +44 (0) 1473 322841E: [email protected]
London OfficeClerkenwell Workshops,27/31 Clerkenwell Close,London, EC1R 0ATT: +44 (0) 20 3393 3852
www.crafted.co.uk
Thank youAny questions?