digital dna - 10 ways content marketing can transform your digital strategy
TRANSCRIPT
![Page 1: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/1.jpg)
10 Great Ways Content Marketing Can Transform Your Digital Strategy
![Page 2: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/2.jpg)
Today’s Workshop
1. 6 Questions to ask before you begin
2. What is Content Marketing
3. Steps to Creating Your Strategy
4. Generating Content Ideas
5. 10 Content Marketing Examples
6. Recap
![Page 3: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/3.jpg)
What You Will Learn
• How to create a content marketing strategy
• How to create 100 content ideas in 30 minutes
• Getting a return from your investment in
content
![Page 4: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/4.jpg)
6 Questions you need to ask before beginning your content marketing strategy
![Page 5: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/5.jpg)
6 Questions
![Page 6: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/6.jpg)
6 Questions
• Customer
• Context
• Competence
• Competition
• Content
• Capital
![Page 7: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/7.jpg)
Customer
Who are your customers?
![Page 8: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/8.jpg)
Customer
![Page 9: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/9.jpg)
![Page 10: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/10.jpg)
![Page 11: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/11.jpg)
Context
How is it done in your industry?
![Page 12: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/12.jpg)
Context
![Page 13: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/13.jpg)
Context
![Page 14: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/14.jpg)
Context
Product
Price
Place
Promotion 4P’s
![Page 15: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/15.jpg)
Competence
What skills do you have in-house?
![Page 16: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/16.jpg)
Graphic Design
![Page 17: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/17.jpg)
Copywriting
![Page 18: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/18.jpg)
Competition
Who has your customers?
![Page 19: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/19.jpg)
Competition
![Page 20: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/20.jpg)
Competition
Image: http://www.chunkofchange.com/2015/11/planning-for-growth-how-to-scale-up-using-a-swot-analysis/
![Page 21: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/21.jpg)
Competition
Image: http://visual.ly/porter%E2%80%99s-5-forces-model
![Page 22: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/22.jpg)
Competition
![Page 23: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/23.jpg)
Content
What stories can you share about your
company / industry / customers?
![Page 24: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/24.jpg)
Content
![Page 25: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/25.jpg)
Content
Image: http://blog.readytomanage.com/wp-content/uploads/2014/01/business-silos.jpg
![Page 26: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/26.jpg)
Content
Image: http://www.gettyimages.co.uk/detail/photo/young-people-buying-hiking-shoes-royalty-free-image/532022777
![Page 27: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/27.jpg)
Content
Image: http://wywy.com/wp-content/uploads/2015/01/livesync-wywy-hyundai.png
![Page 28: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/28.jpg)
Capital
What is this worth to your business?
![Page 29: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/29.jpg)
Capital
![Page 30: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/30.jpg)
Capital
Images: http://www.smartinsights.com/wp-content/uploads/2013/10/The-AIDA-model.pnghttp://www.ignitepeterborough.co.uk/wp-content/uploads/2015/08/AIDA-sales-promotion-powerpoint-slide.png
![Page 31: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/31.jpg)
Capital
![Page 32: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/32.jpg)
What is Content Marketing?
![Page 33: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/33.jpg)
Content Marketing
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to drive
profitable customer action.
![Page 34: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/34.jpg)
Google Trends – Content Marketing
![Page 35: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/35.jpg)
Why The Growth?
![Page 36: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/36.jpg)
Google Trends – Content Marketing
![Page 37: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/37.jpg)
Creating A Content Strategy
![Page 38: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/38.jpg)
Creating Content Marketing Strategy
Objectives
Research
Ideation
CreationPlan
Promotion
Review
![Page 39: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/39.jpg)
Objectives
![Page 40: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/40.jpg)
Setting Your Objectives
• What are your objectives?– Sales / Lead Generation
– Brand Awareness
– Traffic to Website
– Traffic to Location
• What do you want from your content?– SMART objectives
• What channel(s) do you want to focus on?
![Page 41: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/41.jpg)
Research
![Page 42: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/42.jpg)
Doing Your Research
• Who are your customers?– Create personas
• How do they digest content?– What channels do they use?
– What devices do they use?
• What is the customer journey?
• What is your competition doing?
![Page 43: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/43.jpg)
Focus on Your Customers
Problem Need HelpUnderstand
SolutionConsider Options
Choose Solution
![Page 44: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/44.jpg)
How can you help them along their journey?
How will you answer the questions they have?
![Page 45: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/45.jpg)
Map Out Their Journey
Seeking Activity
Compare Options
Research Activity
Things To Do
Make Booking
Outdoor Holidays
Northern Ireland
Newcastle Bike
Trails
Hotels in
Newcastle
Reasons to visit
Newcastle
Places to eat in
Newcastle
![Page 46: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/46.jpg)
Take time to do the research to create the content your customers want.
![Page 47: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/47.jpg)
Idea Generation
![Page 48: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/48.jpg)
“I want a blog”
“I want an infographic”
“I want a cool video”
“I want something viral”
![Page 49: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/49.jpg)
![Page 50: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/50.jpg)
Get your idea first!
![Page 51: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/51.jpg)
Focus on Your Customers
Problem Need HelpUnderstand
SolutionConsider Options
Choose Solution
![Page 52: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/52.jpg)
Map Out Their Journey
Seeking Activity
Compare Options
Research Activity
Things To Do
Make Booking
Outdoor Holidays
Northern Ireland
Newcastle Bike
Trails
Hotels in
Newcastle
Reasons to visit
Newcastle
Places to eat in
Newcastle
![Page 53: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/53.jpg)
Idea Generation
100+ ideas in 30 minutes!
![Page 54: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/54.jpg)
100 Ideas 30 Minutes
• 6 People
• 3 Ideas
• 5 Minute intervals
• 100+ ideas
• http://635.tecmark.co.uk/
![Page 55: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/55.jpg)
No idea is a bad idea
![Page 56: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/56.jpg)
100 Ideas 30 Minutes
• Collate your ideas
• Start to identify strongest ideas
• Plan what research needs done and find your hook
• Now decide the form of content to best suit your best ideas
![Page 57: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/57.jpg)
Help With Ideas
![Page 58: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/58.jpg)
Answer The Public
![Page 59: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/59.jpg)
Content Creation
![Page 60: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/60.jpg)
Types of Content
• Blog Article
• Video
• Images
• Infographic
• Downloadable Guide
• Podcast
• Press Release
• eBook
• Social Content
![Page 61: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/61.jpg)
Types of Content
Source: https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing
![Page 62: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/62.jpg)
Popular Content - Buzzsumo
![Page 63: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/63.jpg)
Article Length - Buzzsumo
![Page 64: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/64.jpg)
Repurpose Content
• Ensure your content is unique
• Tell a story to your audience
• Good content can take many forms
– Article
– Video
– Press release
– Infographic
– Social content
![Page 65: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/65.jpg)
Involve Customers / Influencers
Source: http://www.toprankblog.com/2014/11/seo-influencer-content
![Page 66: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/66.jpg)
Reach Your Audience
Seekers
Joiners
Influencers
Buyers
Looking for information
Return to see
new content
Help to promote and
share your content
The group we spend
most time targeting
![Page 67: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/67.jpg)
Create Your Plan
![Page 68: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/68.jpg)
Create Content Plan
• Identify your content channels
• Set timescale for content campaigns
• Create content calendar
• Assign ownership of content
• Set project deadlines
• Create promotional plan
• Monitor and review
![Page 69: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/69.jpg)
Promotion
![Page 70: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/70.jpg)
Treat your content like a product.
![Page 71: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/71.jpg)
Channels To Promote Content
![Page 72: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/72.jpg)
Review
![Page 73: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/73.jpg)
Monitor Performance
• Review content performance
– What types work best with your audience
• Did you achieve objective
• How can you improve next time
• Use your analytics tools
![Page 74: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/74.jpg)
Why Content Works
![Page 75: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/75.jpg)
Good Content Delivers Traffic
![Page 76: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/76.jpg)
10 Great Content Marketing Examples
![Page 77: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/77.jpg)
Cat #BuiltForIt
![Page 78: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/78.jpg)
Learnings
• Don’t always go with the hard sell
• Think of audiences that can help reach your
customers
• Have a purpose for your content
– Cat was entering new markets in China & Brazil
• Content should bring people to your website
![Page 79: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/79.jpg)
Holiday Gems
![Page 80: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/80.jpg)
Learnings
• Help your customer with purchase decision
• Promote your content efforts
– 20,000 visits
– 200+ backlinks
• 1st in Google “where should I go on holiday?”
• Make your content interesting - competition
![Page 81: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/81.jpg)
Hill Engineering - #TefraOnTour
![Page 82: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/82.jpg)
Learnings
• Involve your staff
• And your customers
• Use channels that your customers spend time on
• Embrace new digital channels
![Page 83: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/83.jpg)
Dollar Shave Club
![Page 84: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/84.jpg)
Dollar Shave Club
![Page 85: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/85.jpg)
Learnings
• Don’t be afraid to be different
• Humour is good
• Always keep an eye on the competition
![Page 86: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/86.jpg)
Gillette Shave Club
![Page 87: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/87.jpg)
Bjorn Borg
![Page 88: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/88.jpg)
Learnings
• Encourage your customers to get involved
• Share content that feels real
• Take time to know which channels work best
![Page 89: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/89.jpg)
Go Pro
![Page 90: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/90.jpg)
Learnings
• Create a community with your customers
• Brand ambassadors – market for you
• Create content your customers will want to engage
with………… over and over
• It’s not all about your brand – think about getting the
right content
![Page 91: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/91.jpg)
#LeanIn15
![Page 92: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/92.jpg)
Learnings
• Know your audience
• Know which channels work for your content
• Evolve your content marketing efforts
• Be different
![Page 93: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/93.jpg)
Tesco Living
![Page 94: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/94.jpg)
Learnings
• Your customers aren’t always in a buying mind-set
online
• Give them content they are looking for
![Page 95: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/95.jpg)
B&Q
![Page 96: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/96.jpg)
B&Q
![Page 97: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/97.jpg)
Learnings
• Give your customers information they’re looking
• Build content around keywords you want to gain
search visibility for
• Content will lead to sales
![Page 98: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/98.jpg)
#ExpediaExplores
![Page 99: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/99.jpg)
Why Content Works
• #ExpediaExplores
• 16 Weeks travelling around NI and ROI
• 30+ towns and cities
• Social media interaction
• UK and Irish travel bloggers
Best use of social in search campaign.
![Page 100: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/100.jpg)
Social Engagement
![Page 101: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/101.jpg)
Influencers
![Page 102: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/102.jpg)
Shareable Content
![Page 103: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/103.jpg)
Local Websites
![Page 104: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/104.jpg)
And This Year
![Page 105: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/105.jpg)
Sporting Experiences
Video link - https://www.youtube.com/watch?v=iyi-fulDxEA
![Page 106: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/106.jpg)
Learnings
• Use influencers to help create content
• Involve your customers
• Create more than one type of content
![Page 107: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/107.jpg)
Don’t Complicate It
![Page 108: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/108.jpg)
1 Phone
3 Hours
Content that connects with audience!
![Page 109: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/109.jpg)
The Video
@nialtoner @TheTomorrowLab
Video link - https://www.youtube.com/watch?v=tOHjWXc8EHI
![Page 110: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/110.jpg)
The Results
![Page 111: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/111.jpg)
Over 75,000 Reached
![Page 112: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/112.jpg)
Results
80,000+ 45,000+
Reach Views Shares
600+
![Page 113: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/113.jpg)
Follow Up Blog
![Page 114: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/114.jpg)
Repurpose
![Page 115: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/115.jpg)
First Hour Live
![Page 116: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/116.jpg)
Recap
![Page 117: Digital DNA - 10 ways content marketing can transform your digital strategy](https://reader030.vdocuments.us/reader030/viewer/2022020411/587a11861a28abb4238b46af/html5/thumbnails/117.jpg)
Recap
• Define your objectives
• Develop content ideas
• Identify best form of content
• Create, repurpose and promote content
• Monitor and review
• Remember your objectives!