heroes and underdogs: how content marketing levels the playing field
DESCRIPTION
Content Marketing presentation from Carla Johnson at BMA Carolinas on Wed. March 13th, 2013.TRANSCRIPT
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Heroes & Underdogs: How Content Marketing Levels the Playing Field
Carla Johnson Principal t: @CarlaJohnson
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Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well.
Source: MarketingProfs
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5000 MESSAGES A DAY
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CARLA JOHNSON :: Principal @CarlaJohnson
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CONTENT MARKETING DOESN’T COMPETE WITH OTHER MARKETING
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John Deere launched THE FURROW in 1895.
Today :
1.5M circulation
40 countries
12 languages
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91% OF B2B MARKETERS USE CONTENT MARKETING
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5% have a content marketing strategy
Use an average of 12 different tactics
Biggest increase from 2011 to 2012: • Research Reports
• Videos
• Mobile Content
• Virtual Conferences
MARKETERS
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Social Media Impacts B2B Decision Makers Worldwide B2B decision makers who maintain a social network profile has increased significantly
60% of B2B decision makers use social media to help inform professional decisions
Decision makers are actively participating in a variety of ways:
o Reviewing products & services
o Posting in forums
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TODAY’S CONVERSATION
Business Objectives
Context
Measurement
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BUSINESS OBJECTIVES
TYING CONTENT MARKETING TO
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Source: The Fornaise Marketing Group
THE CEO/MARKETING DISCONNECT
of CEOs think marketers lack business credibility and aren’t the growth generators they should be 73%
69% of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it.
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90% Objective: Improve customer engagement and upsell
BUSINESS OBJECTIVES VS ACTIVITY
Web Traffic
30% Qualified Leads
2 min Average Engagement
3RD PARTY CONVERSIONS
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CONTENT WITH CONTEXT
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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
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Composite of characteristics of a group of people
Understand their perspective, fears, drivers and content needs
Types of content:
o How they access it
o What messages resonate with them
o What matters when in the buyer’s cycle
PERSONAS
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Source: Managing Content Marketing
CONTENT MARKETING FUNNEL
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WHO are you talking to?
WHEN in their decision-making process?
WHERE/HOW are they connecting with you?
WHAT do they want to know?
WHY do you matter to them?
5W’S OF CONTENT
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MEASUREMENT WITH MEANING
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1. Tie to your business objectives
2. Know what’s important to measure
3. Measure what drives the behavior you want
4. Use metrics to make refinement
5. Be OK with failure
MEASUREMENT GUIDELINES
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Carla Johnson, Principal Type A Communications (720) 344-0987 [email protected] www.goTypeA.com Type A Communications
@carlajohnson