Content Marketing Demystified
Download as PPT, PDF17 likes4,814 views
Content marketing provides brands with access to billions of potential consumers online through sharing informative content. While interruptive advertising is ineffective due to high consumer filtering, content marketing builds trust and visibility by addressing consumer needs for understanding, proof, and enjoyment. The document outlines a process for creating high-quality, engaging content and distributing it across multiple channels to become a thought leader and build relationships that drive sales leads over time. It emphasizes establishing a prolific, consistent content brand to maximize reach through viral sharing of valuable information.
Content Marketing Demystified
- 2. 2.4 BILLION The number of internet users you potentially have access to
- 3. 144 billion – Total email traffic per day worldwide 30billion – Number of Google AdWords served per day 1 billion – Number of monthly active users on Facebook 175 million – Average number of tweets per day
- 4. Easy access to consumers means everyone is trying to gain access.
- 5. The Result?
- 6. Consumers filter access to the point where almost nothing gets through.
- 7. Interruption marketing says bombard people with enough ads and enough might get through to give you a ROI
- 8. The average click-through rate of an ad on the Google Display Network is 0.4%. For a Facebook ad is 0.051%
- 9. What is the alternative to shoving sales information into people’s faces?
- 11. Content marketing informs your audience with relevant, entertaining and memorable information to gain greater visibility and trust that drive sales.
- 12. Example: • Jess does all her own DIY
- 13. • Handyman Joe publishes loads of useful DIY tips on his website
- 14. • This helps Jen fix all kinds of things in and around the house
- 15. • Jen now trusts Joe and he becomes her preferred source of information
- 16. • One day Jen faces a problem that is bigger than she can handle
- 17. • Who is she going to call? JOE!
- 18. There are three needs your content should address: UNDERSTANDING – PROOF – FEEL GOOD
- 19. UNDERSTANDING: people want to understand how things work PROOF: they want proof that what you’re talking about really works FEEL GOOD: they want to have a good experience – easy, preferable entertaining and definitely memorable
- 20. The content formats to use for each need are: UNDERSTANDING – InfoGraphics, Blogs, Articles, Animation and video PROOF - White papers and case studies FEEL GOOD - Visual communication and story telling
- 21. The process starts with the creation of great content. • Make it different • Make it useful • Make it engaging • Make it memorable
- 22. Re-purpose your content into different media formats for maximum exposure and return on investment:
- 23. Content formats to consider are: • Video • Animation • InfoGraphics • Slides • Viral images • Apps • Games • E-books • PDF Downloads • Webinars
- 24. Get your content to where your prospects and clients are looking for information by distributing it across multiple channels.
- 25. The Channels are: • Your website • YouTube, Vimeo • Pinterest, Behance, Tumblr • Slide Share, Pinterest, Instagram, Flickr • Facebook, Google+, Twitter, LinkedIn • Newsletters • Events • App stores
- 26. To avoid being overwhelmed, create a step-by- step Content Marketing Roadmap.
- 27. Step 1: Create a piece of stunning content
- 28. Step 2: Re-purpose the content in different formats such as: • Video • Infographics • Presentations • Posters
- 29. Step 3: Distribute the content through the appropriate channels: • Video – YouTube & Vimeo • Infographics – Pinterest, Behance & Tumbler • Presentations – SlideShare and Pinterest • Posters – Facebook, Twitter, Google+ & LinkedIn
- 30. There are four key tasks you need to perform: • Engage in conversations with prospects and clients • Collect information on prospects and clients • Measure and analyse the content performance • Listen, learn and continue to publish great content
- 31. All this activity has four purposes: • To become a thought leader • To build relationships based on trust • Improve your search engine ranking • To give prospects the opportunity to enter your sales funnel
- 32. When the time is right a prospect will give you permission to engage in a sales conversation.
- 33. On average, B2B marketers are spending 33% of their marketing budgets on content marketing. 54% say they will increase their content marketing spending in the next 12 months
- 34. 9/10 Nine out of ten B2B marketers will be producing more content this year.
- 35. Which brings us back to the information overload problem.
- 36. The answer?
- 37. Create a great Content Brand
- 38. • Outstanding quality • Consistent look • Strong differentiation • Totally engaging • Prolific publishing
- 39. A great Content Brand is self maximising – each published piece builds on top those before it, growing your fan base.
- 40. People will like your content and tell other people who will like your content. And they will tell others and so on…
- 41. In this way you significantly increase the likelihood of being at the right place at the right time when a prospect requires your services.
- 42. Liked this presentation? Imagine what we can do for you! www.wakster.com
- 43. Brought to you by WAKSTER Masters of Visual Communication Visit us at: www.wakster.com www.wakster.comwww.wakster.com