Content Marketing Under the Microscope The British Library 28 th May 2013
Aug 29, 2014
Content Marketing Under the Microscope
The British Library28th May 2013
What is content marketing?
Content marketing channels
Website
Blog
Social medi
a
Images and
video
White paper
s
Review sites
Guest
blogs
Email 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
“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
The case for 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
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.”
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
Content marketing channels
Website
Blog
Social medi
a
Images and
video
White paper
s
Review sites
Guest
blogs
Email 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
The worst reason to do content marketing is because you think you should. You’ve got to
know what you’re trying to accomplish.
Content marketing channels
Website
Blog
Social medi
a
Images and
video
White paper
s
Review sites
Guest
blogs
Email 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
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
Most corporate blogs are abandoned after fewer than 5 posts
Source: IBM
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
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
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
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
Things I will do when I finish this presentation
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
KPI to ROI
Possible content marketing metrics
• Website traffic• Engagement• Leads• Sales• PR opportunities• Customer retention• Increased profit
Content marketing is how you get both people and Google to sit up and notice you online.
Emily Hill, CEO, Write My Site
Thanks for listening!@[email protected]/in/emilyjanehill/[email protected]