executive briefing: getting the real scoop on content marketing
TRANSCRIPT
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GETTING THE REAL SCOOP ON CONTENT MARKETING
EXECUTIVE BRIEFING
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What is Content Marketing?
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“CONTENT MARKETING IS A STRATEGIC MARKETING
TECHNIQUE OF CREATING AND DISTRIBUTING VALUABLE,
RELEVANT, AND CONSISTENT CONTENT TO ATTRACT AND
ACQUIRE A CLEARLY DEFINED AUDIENCE – WITH THE
OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.”
– JOE PULIZZI, CONTENT MARKETING INSTITUTE
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2 GOALS OF CONTENT MARKETING
• Build an audience of loyal subscribers you own and can manage
• Create content brands for your business that become long-term business assets
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Traditional vs. Content Marketing
Outbound ActivityLead Generation
INBOUND ACTIVITYLead Nurturing
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FactCONTENT MARKETING GENERATES 3 TIMES AS
MANY LEADS AS TRADITIONAL OUTBOUND MARKETING, BUT COSTS 62% LESS.
(DEMAND METRIC)
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What isn’t Content Marketing?
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CONTENT MARKETING IS NOT:
AdvertisingPublic Relations
SEOSocial Media
BrandingPublishing/Journalism
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PREDICTORS FOR SUCCESS
• Having a documented strategy • Following the strategy very
closely– 65% of the most effective
content marketers in Australia do this.
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What does a mature content marketing strategy look like?
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3 Components
NIRVANA
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Original Content
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Social Media
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Search Engine Optimisation
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Mature Content Strategy
Original Content
SocialMedia
SEO
Targeted Traffic
BuildTrust
Create Buzz
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Wipe Out
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TRAP FOCUSING ON WRONG TACTICS
What’s in use What’s effective
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Why a social media strategy is a big waste of time (and money)
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You’re building on rented land
1. Facebook, LinkedIn, Twitter, Pinterest, YouTube, Instagram, etc. are commercial enterprises
2. They rely on other brands to build their asset then they monetise and expect you to pay
3. You’re at their mercy
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Small Band of Followers
Original Content
SocialMedia
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“Without content, conversation is mere
networking.Without
conversation, content is dead.”
Tipping Point Labs
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Buckshot, aka, Hello Adwords
Original Content
SEO
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“THINK ABOUT WHAT A USER IS GOING TO TYPE”
-MATT CUTTS, GOOGLE
TRAP Using the wrong language
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Land of SPAM
SocialMediaSEO
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TRAPBroadcasting mode
People are seeking their own information. They don’t care about you or your company.
The days of self-serving,Self-promoting“blah, blah, blah” are over
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Creating Long-Term Business Assets
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What you can expect from content marketing – and what you shouldn’t
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• Long-term, durable business assets
• Loyal audience who trusts and relies on your information
• Cost-effective marketing that moves your expenditure into an investment
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Final Thoughts• Start with a documented, 3-prong content
marketing strategy tied to business objectives
• Focus on building your own audience – don’t invest in rented audiences
• Create content brands for long-term business assets
• Make sure to market your content
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Last (but not least)Make sure your staff and service providers
know what content marketing is and what it isn’t.
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Get in TouchListen to the Brand Newsroom podcast – http://brandnewsroom.net
Find our blog at Lush Digital Media – http://lushdigital.com
Get in touch:
•Address: 295 Lord Street, Perth 6000, Western Australia
•Ring us on: +61 8 9228 3380
Focus on building your own audience – don’t invest in rented audiences
•Create content brands for long-term business assets
•Make sure to market your content