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Content Marketing Under the Microscope The British Library 28 th May 2013
31

What is content marketing?

Aug 29, 2014

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Business

Emily Hill

A presentation given to an audience of entrepreneurs at the British Library, designed to answer the question "What is content marketing?"
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Page 1: What is content marketing?

Content Marketing Under the Microscope

The British Library28th May 2013

Page 2: What is content marketing?

What is content marketing?

Page 3: What is content marketing?

Content marketing channels

Website

Blog

Social medi

a

Images and

video

White paper

s

Review sites

Guest

blogs

Email marketing

Page 4: What is content marketing?
Page 5: What is content marketing?

“Content is the voice of your brand and it is therefore important to allocate the respect,

investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is

complex. However this is what is required if you want to take your brand from good to great in

today’s communication environment.”

James Keady, Digital Marketing Manager, McLaren Automotive

Page 6: What is content marketing?

“Content is the voice of your brand and it is therefore important to allocate the respect,

investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is

complex. However this is what is required if you want to take your brand from good to great in

today’s communication environment.”

James Keady, Digital Marketing Manager, McLaren Automotive

Page 7: What is content marketing?

The case for content marketing

Page 8: What is content marketing?

87% of consumers said online social interaction with a company “positively impacted” their likelihood to purchase from that company

Source: http://www.jdpower.com/business-services/services/social-

insights/social-media-benchmark-study.htm

Page 9: What is content marketing?
Page 10: What is content marketing?

Matt Cutts, Head of Webspam, Google

“Make sure you make a great site, that users love, that they’ll want to tell their friends about,

bookmark, come back to, visit over and over again; all the things that make a site compelling. If that’s

your goal, we’re aligned with that goal, and therefore as long as you’re working hard for users

we’re working hard to show your high quality content to users as well.”

Page 11: What is content marketing?

Businesses that blog more than 15 times a month get 5 times more web traffic than those

which don’t blog at all

Source: http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-

Blogging-Performance-NEW-DATA.aspx

Page 12: What is content marketing?

Content marketing channels

Website

Blog

Social medi

a

Images and

video

White paper

s

Review sites

Guest

blogs

Email marketing

Page 13: What is content marketing?

What do you want to achieve?

• Establish your company as an expert in its field

• Maintain existing client/prospect relationships

• Raise brand awareness and attract new customers

Page 14: What is content marketing?

The worst reason to do content marketing is because you think you should. You’ve got to

know what you’re trying to accomplish.

Page 15: What is content marketing?

Content marketing channels

Website

Blog

Social medi

a

Images and

video

White paper

s

Review sites

Guest

blogs

Email marketing

Page 16: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 17: What is content marketing?
Page 18: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 19: What is content marketing?

Most corporate blogs are abandoned after fewer than 5 posts

Source: IBM

Page 20: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 21: What is content marketing?
Page 22: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 23: What is content marketing?
Page 24: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 25: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 26: What is content marketing?

Things I will do when I finish this presentation

Page 27: What is content marketing?

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Page 28: What is content marketing?

KPI to ROI

Page 29: What is content marketing?

Possible content marketing metrics

• Website traffic• Engagement• Leads• Sales• PR opportunities• Customer retention• Increased profit

Page 30: What is content marketing?

Content marketing is how you get both people and Google to sit up and notice you online.