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57% of purchase decision complete before customer even calls a supplier
CEB Research 2013
B2B Research
67% of buyer’s journey done digitally. (On-line searches are executives first course
of action) SiriusDecisions 2013
INBOUND vs. OUTBOUND
Instead of buying ads, spending
money on promotions, or
“interrupting consumers”, inbound
marketing focuses on creating
educational content that pulls
people toward your website where
they can learn more about your
product and/or service on their own
accord.
WHAT IS INBOUND MARKETING?
Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
Marketing:
Not about ourselves but solving problems
Inbound marketing is a philosophy
based on the truth that people’s
consumption habits have changed
over the past 5-10 years.
INBOUND AS A PHILOSOPHY.
Why Content
Not talking just traditional content
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Source: Socialtimes.com
We consume content in many ways
Wearable technology
Consume content in our car
With so much content our attention spans are
getting shorter
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
Demand for our a,en-on
• 1977 – 560 messages a day
• 1997 – 3,000 messages a day
• 2013 – 13,000 messages a day
How do we get people to pay attention?
Buy our products?
Use our services?
Stop talking about ourselves
And give our audience what they want
VCRs. Caller ID. DVRs. The Do Not Call list. Spam software. Broadband internet. Smartphones. Social media.
This changed everything. }
Spray and pray should only be for video games
Ads vs. Content
Give them content that is:
USEFUL, compelling, relevant, VALUABLE, entertaining
So they become smarter
Share with their networks
And we can grow our audience
“Content marketing is the process of developing and sharing relevant, valuable and engaging
content to a clearly defined audience with the goal of acquiring new customers or increasing
business from existing customers.”
“Your clients/customers/audience don’t care about you, your products or your
services. They care about themselves, their wants, their needs.
“If we, as a business, deliver consistent,
ongoing valuable info to our audience they will reward us with their business and
loyalty”
“When we look back in four years time the pay off will be that we didn’t rely on the boom and bust of an ad campaign.,’…‘From our results a content first approach is the strongest way to win, and our legacy [from this World Cup] is the followers we can continue the conversation with” Tom Ramsden, Global Marketing Director – Football, Adidas
- Content marketing generates 1.1B impressions a year and - 4x better ROI than even targeted advertising Julie Fleisher, Director of Data, Content and Media– Kraft Foods
Not just big brands
Not just B2C but B2B as well
Demand Metric Infographic Content Marketing Statistics 2013
http://www.demandmetric.com/content/content-marketing-infographic
Content marketing NOT about promoting ourselves,
products, or services
It’s all about our audience
Our focus on content:
1. Build our audience organically
2. Establish long-lasting connections and relationships
3. Become an authority in our field
Great SEO Is No Longer Just “SEO”
Keywords Links
Crawl Rankings
SEO in 2004
Rand Fishkin Moz | @randfish | [email protected]
Great SEO Is No Longer Just “SEO”
Keywords
Links
Crawl
Rankings
SEO in 2014 Social
Content
Design & UX
Speed
Accessibility
Press & PR
CX
Webspam
Mobile
Internationalization Localization
Rand Fishkin Moz | @randfish | [email protected]
Best possible answer to searcher’s question
We want to become our own media publisher
Technology allows all brands to be publishers
Total consumer control +
Decreased technology barrier
= Primed content marketing environment
Becoming a media platform more effective than traditional
marketing and advertising
Important to own your assets than use rented land
Exclusively publishing content about your products and services
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
What Business Are You Really In?
Tradi-onal Marke-ng Message: We’re the leading organiza=on in North America focused on marke=ng analy=cs, op=miza=on and automa=on. Brand Story: We empower marketers to do their jobs beIer and with less effort.
Turn casual readers to loyal ones with the objective of driving a profitable action
Distribution
Content ignition
Measurement
Example: Cultural events story
Amplified through:
Stats from 3 days: Impressions: 45,000+ Engagements: 1000+ Read post: 400+ (Google Analytics – Frequency) Retweets: 20 Favourites: 10 Post Likes: 29 Post shares: 11
Stats continued: Twitter followers from post: 12 Facebook followers from post: 12 Blog subscribers from post: 4 Conversation rate: 1%
“Not just about acquiring customers but rather developing:
Passionate subscribers to our brand!
What content to produce?
Blog posts videos images infographics e-books Print publication whitepapers podcasts slideshare (presentations) and more…
Give our audience what they want
Content marketing not a campaign
What’s next?
THE METHODOLOGY: HOW INBOUND WORKS.
Questions equals content!
Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
Strategy
PERSONAS:
Broker Becky
Let’s connect:
@karlyeh721 www.linkedin.com/in/karlyeh