Tfma content marketing (edit) - 2014 - @timfidgeon

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Information about Tfma content marketing (edit) - 2014 - @timfidgeon
Marketing

Published on February 26, 2014

Author: timfidgeon

Source: slideshare.net

Description

Content marketing - definition, business case and top tips!

For more slides on digital marketing, please follow @timfidgeon

Content Marketing: - What is it? - Why does it matter? - How can you do it cost-effectively? © Tim Fidgeon Chartered Institute of Marketing, Course Director @timfidgeon timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effectiveness… – – – – Audiences. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Definition What is content marketing? “Content marketing is…the creation and sharing of content in order to… acquire and engage…[audiences]…with the objective of driving profitable…action”. (http://en.wikipedia.org/wiki/Content_marketing) Issues: • Location: your site, other sites, social, email… • Media: copy, images, video, audio… • Focus = audience. • Goal = profitable action. timfidgeon@hotmail.com @timfidgeon

Definition Content marketing is not new… Cigarette cards (1875) John Deere’s ‘The Furrow’(1895) Digital has made it easier and cheaper potentially superviral http://www.kazoo.co.uk/2013/06/blurred-lines-is-content-marketing-really-its-own-discipline-or-simply-another-pr-tactic/ timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effectiveness… – – – – Audiences. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Business case Content marketing = creating content that delivers value to your audience… • • • • Credibility. Purchasing behaviour. Referral traffic. SEO (Search Engine Optimisation). http://www.freedigitalphotos.net/images/golden-dollar-coins-falling-into-a-pink-piggy-bank-photo-p197308 timfidgeon@hotmail.com @timfidgeon

Business case What is trusted…? • 92% = personal recommendations. • 70% = online consumer reviews. • 47% = paid TV and magazine ads. • 40% = paid search ads. 80% of business decision makers prefer to get company information in articles (vs. adverts). http://www.nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in earned-advertisinggrows.html http://contentmarketinginstitute.com/what-is-content-marketing/ timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effective activity… – – – – – Audiences. Distribution. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Audiences Identify… • Audience(s) to target. – Prospects. – Customers (casual vs. fans). – Media. • For each audience. – Priority to you. – Goals (your and theirs). – Relevant and engaging messages. – Locations - where do they go for information? – Media preference – desktop, mobile, video, text… timfidgeon@hotmail.com @timfidgeon

Audiences http://asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design-%E2%80%93-part-2/ timfidgeon@hotmail.com @timfidgeon

Audiences http://asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design-%E2%80%93-part-2/ timfidgeon@hotmail.com @timfidgeon

Audiences Two main ways to grow and target your audience… 1. ‘Safari’ approach. • Go to where your audience are. • Engage with them, provide great content. • Demonstrate value. Image: Poulson Photo. http://www.freedigitalphotos.net/images/Outdoor_Sports__Land_g220-Hunting_p79905.html timfidgeon@hotmail.com @timfidgeon

Audiences Two main ways to grow and target your audience… 2. ‘Honey pot’ approach. • Create and promote great content. • Hope the audience find you. Image: Digitalart. http://www.freedigitalphotos.net/images/Insects_Spiders_and__g70-Bee_With_Honey_p45501.html timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effective activity… – – – – – Audiences. Distribution. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Distribution • Identify high quality publishers relevant to your domain and audience. • You offer the publisher… – Regular, unique, high-quality content (weekly, monthly…) – Examples and some future ideas. – Monitor and respond to comments. • For your benefit… – Media-optimised. – Mention your organisation/product/service (without being ‘promotional fluff’) and link to your site. http://www.freedigitalphotos.net/images/are-you-ready-to-play-photo-p202351 timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effective activity… – – – – – Audiences. Distribution. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Optimisation Search engines love content that’s… • • • • Unique. Fresh. Relevant. Mobile-friendly. Image: http://www.tmsfeatures.com/comics/comic-panels/love-is/ timfidgeon@hotmail.com @timfidgeon

Optimisation Web pages. • URLs. – Include keyphrases. • Page titles. – Most value = given to words at beginning. – Used on search results page (max = 70 characters). http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/searchengine-optimization-starter-guide.pdf timfidgeon@hotmail.com @timfidgeon

Optimisation Web pages. • Mention your target keyphrase early in… – A couple of headings. • <h1> is most valuable followed, by <h2>, then <h3> etc... – Body content. • …early in 1st paragraph and then sprinkle keyphrase/ synonyms throughout. Note: • Do not over-do it! • Placement (especially Page Title and headings) = more important than density. timfidgeon@hotmail.com @timfidgeon

Optimisation Web pages. – When linking to your site from another… • 90% links: Organisation name or URL. • 10%links: Keyphrase/synonym. Words and phrases located near link text = also important. timfidgeon@hotmail.com @timfidgeon

Optimisation Media: images, video, audio, PDF. • Filename and surrounding text = relevant. – Consider full on-page description/transcript. • Provide image/video sitemap. • Images. – ALT attribute = text alternative for visual information. • If image = link, use target page’s keyphrase. timfidgeon@hotmail.com @timfidgeon

Optimisation PDFs: add correct tags in source document. • Word docs: – Use ‘Headings’ style toolbar to format the document. – Links must not ‘wrap’ (i.e. no line-breaks). • PPT slides. – Give every slide a properly formatted ‘Title’. http://office.microsoft.com/en-us/word-help/create-accessible-pdfs-HA102478227.aspx timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effective activity… – – – – – Audiences. Distribution. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Themes… We want to provide content that’s… • Expert. • Useful. • Interactive. • Sexy. • Entertaining. • Exclusive. • Topical. • Narrative. • Credible. timfidgeon@hotmail.com @timfidgeon

Expert Useful http://www.nngroup.com/articles/killing-global-navigation-one-trend-avoid timfidgeon@hotmail.com @timfidgeon

Interactive Sexy http://www.facebook.com/wongacom/app_556647887692815 https://en-gb.facebook.com/tesco?rf=108645065826960 timfidgeon@hotmail.com @timfidgeon

Entertaining Exclusive http://www.solarnavigator.net/media/hello_magazine.htm timfidgeon@hotmail.com @timfidgeon

Topical Narrative 1.6 million votes on storyline (bt.com) http://www.dailymail.co.uk/femail/article-1304363/Millions-vote-decide-fate-BT-ad-couple-Adam-Jane.html timfidgeon@hotmail.com @timfidgeon

Credible http://www.youtube.com/watch?v=hdgKRT916BU&feature=youtu.be timfidgeon@hotmail.com @timfidgeon

Themes… We want to provide content that’s… • Expert. • Useful. • Interactive. • Sexy. • Entertaining. • Exclusive. • Topical. • Narrative. • Credible. timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effective activity… – – – – – Audiences. Distribution. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

Formats Newspapers = daily unique edition • Regular content-formats = helpful… – Agony aunt. – Comic strips. – Horoscopes. – Weather. – TV listings. – Gossip… http://www.presentationmagazine.com/editable-old-newspaper-template-4520.htm Lieb, R. (2011) Content Marketing: Think Like a Publisher. U.S.; Que Publishing timfidgeon@hotmail.com @timfidgeon

Formats Some possible ideas… • Product / Service information. • Case studies. • Reviews. • Testimonials. • News. • News comment/analysis. • Press releases. • Event-related. • About us. • Tools/utilities. • Contact us. timfidgeon@hotmail.com • eLearning / How-to guides. • Articles. – Interview. – Profile. – Opinion. – Commentary/analysis. – Rankings/Top ten. – Advert-related. • Aggregated content. • Customer service. • User generated. • Guest-created. @timfidgeon

Formats Let’s look at some examples… • • • • • • Aggregated. News comment/analysis. Case studies. PR. Event-related. User-generated. timfidgeon@hotmail.com @timfidgeon

Formats Aggregated. • Involves you collecting (and/or commenting on) others’ content. – Developing original content = expensive! • Good aggregate content = valuable to audience. – Sources: Email newsletters, social media, Google Alerts… • Respect copyright. – Always credit and link to source. timfidgeon@hotmail.com @timfidgeon

Aggregated http://www.wired.com/design/2013/10/13-sterling-pieces-of-data-viz-from-the-best-american-infographic-2013/ timfidgeon@hotmail.com @timfidgeon

News comment/analysis Comment on mainstream news… http://www.forbes.com/sites/onmarketing/2014/02/07/dodging-the-controversy-bullet-marketing-at-sochi-in-a-global-economy/ timfidgeon@hotmail.com @timfidgeon

Formats Let’s look at some examples… • • • • • • Aggregated. News comment/analysis. Case studies. PR (Press Releases). Event-related. User-generated. timfidgeon@hotmail.com @timfidgeon

Case studies • Narrative of a ‘success story’. – Text, images, video… • Common format: issue; solution; results. • Build credibility and trust with… – Specifics (details and data). – Named client/customer. timfidgeon@hotmail.com @timfidgeon

Case studies https://www.axappphealthcare.co.uk/personal/private-medical-insurance/why-axa-ppp-healthcare/ timfidgeon@hotmail.com @timfidgeon

Press releases Journalists… • 98% start research with an online search. • Media preferences: – Images (80%) – Video (75%) • 76% of website editors want an embed code (to post a video). – Audio (61%) http://fitzmartin.com/wp-content/uploads/2012/08/PRESSfeed-2012-Online-Newsroom-Survey.pdf http://www.freedigitalphotos.net/images/Telecommuncations_g177-Media_Concept_p146635.html timfidgeon@hotmail.com @timfidgeon

Formats Let’s look at some examples… • • • • • • Aggregated. News comment/analysis. Case studies. PR (Press Releases). Event-related. User-generated. timfidgeon@hotmail.com @timfidgeon

Event-related • Before. – Newsletter, press releases, blog… – Hashtag . • Short and unique; featured on all content (online and offline). – Facebook event page. • Updates (text, image, video…) • Invites. • Ask for users’ ideas (responses = displayed on their page). http://www.freedigitalphotos.net/images/businessmen-wit-wine-photo-p195707 timfidgeon@hotmail.com @timfidgeon

Event-related During. • Capture content! – Text, image, audio, video… • Hashtag. – Promote on all content (event materials and uploads). – Respond to mentions/uploads. • Mobile apps to help… – Finding venue/events. – Build a personal schedule. http://www.freedigitalphotos.net/images/Leisure_Hobbies_g420-Portrait_Of_Man_With_Handy_Cam_p90614.html timfidgeon@hotmail.com @timfidgeon

Event-related After. • Hashtag – use on all content. • Time-sensitive content = distributed immediately. • Develop content schedule to exploit content in different formats over time… timfidgeon@hotmail.com @timfidgeon

User-generated Users can help you to… • Sell and inform. http://www.amazon.co.uk/1-8M-USB-Data-Cable-Male/dp/B001J0TYCK timfidgeon@hotmail.com @timfidgeon

User-generated Users can help you to… • Develop your products/services. timfidgeon@hotmail.com @timfidgeon

Agenda • Definition. • Business case. • Ideas for cost-effective activity… – – – – – Audiences. Distribution. Optimisation. Themes. Formats. timfidgeon@hotmail.com @timfidgeon

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