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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
Chuck Frey, Director of Online Training
@chuckfrey
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
OBJECTIVES
• Clearly define content marketing
• Debunk myths
• Understand its true scope
• Understand its strategic importance
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
“Content marketing is a strategic
marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly-defined
audience — and, ultimately, to drive
profitable customer action.”
- CMI’s official definition
DEFINITION
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
• Compelling, helpful, purposeful information
• Creation of valuable experiences
• Make your buyer more intelligent
• It’s a 2-way conversation:
• Communicate
• Measure engagement
• Iterate and improve
• It’s not new – just not widely practiced
DEFINITION
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
John Deere• Started in 1895
• Distributed via dealer network
• Farming tips
• Now reaches 2MM people worldwide
• Goal: Help farmers become more prosperous
WHO’S DOING IT?
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Adobe’s CMO.com• Target: senior-level
marketers
• Daily content on digital marketing
• Educate/inform customers
• Started with curation
• Expanded to original content
WHO’S DOING IT?
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
Airbnb• Features on popular
host cities
• Inspire and motivate
exploration
• Position it as a lifestyle
• a la Condé Nast
• Create end-to-end
travel experience
WHO’S DOING IT?
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
CMI’s CCO magazine• Focused on marketing
strategy execs
• Advantage:
Demographics!
• Great cross promotion
opportunities
WHO’S DOING IT?
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
BarkBox• Purpose-driven content
• Treats and toys
• Experience design
• Support as “customer love”
• 200K subscribers
• 10% of revenue goes to shelters
• BarkPost - Huffington Post with dog news
WHO’S DOING IT?
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
Caterpillar• Entertaining videos
• Visually celebrate its
rich heritage
• Showcase agility and
precision
• Millions of YouTube
views
• Generated LOTS of
earned media
WHO’S DOING IT?
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
Moleskine• MyMoleskine
community
• Share hacks, artwork
• Inspire users of their
notebooks
• Grow its evangelistic
fan base
WHO’S DOING IT?
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
THE STATE
OF CONTENT
MARKETING
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
SURVEY SAYS…
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
SURVEY SAYS…
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
SURVEY SAYS…
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
SURVEY SAYS…
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
SURVEY SAYS…
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
MYTHS
TRUTHS
VS.
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
MYTH
To be successful at
content marketing, all we
need to do is produce
more content
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
• Disjointed experiments ≠ success
• It’s not about turning the crank faster
• YOU NEED A CONTENT STRATEGY
• Only 35% have documented plan (CMI B2B
Benchmark Study)
• Customer journeys/personas are a must
• Content/timing/channels/customer segments
• How will you measure engagement?
• Only 21% track ROI (CMI B2B Benchmark Study)
TRUTH
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
MYTH
Content marketing is
about campaigns
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
• Campaign implies a fixed end point
• Content marketing is ongoing
• Think of it more like a PRODUCT
• It has a life cycle
• Different investment model
• Long-term commitment
TRUTH
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
MYTH
Content marketing can
help me sell more of my
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
• It’s a relationship/trust building tool
• Be helpful to customers
• Create an exceptional customer experience
• Get creative!
“Content should have intrinsic value separate from your product or service.”
- Joe Pulizzi
TRUTH
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
MYTH
Content marketing is
only for the top of the
funnel
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
• It can be used throughout the funnel
• Trust/relationship building
• Lead generation/inbound marketing
• Lead nurturing
• Pre-sale content (e.g., lease vs. buy info)
• Product support content
• Customer retention and loyalty
TRUTH
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
MYTH
We should build our
content where our
audience is
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
• Put content where you can build audience
• Draw them in with compelling content
• Focus on list building
• Social channels control the rules
• Don’t build your house on rented land
TRUTH
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
MYTH
Content marketing is
about thought leadership
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
• It’s delivering value via content
• Not always about teaching customers
• Storytelling
• Building an emotional connection
• Conveying brand values via stories
TRUTH
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
MYTH
Content marketing is
about SEO
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
• SEO = by-product of excellent content
• Goal: Deliver value to an audience so they
want to engage with your organization
TRUTH
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
MYTH
Content marketing is
native advertising
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
• A common misperception of the business
media
• Native advertising = sponsored content
(advertorials)
• Content marketing plans may include
native content
• Smart way to amplify your messages
TRUTH
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
MYTH
Content marketing is an
independent discipline
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
• It’s more of a strategic mindset
• It’s a way of thinking about delivering
value to customers
• It makes any part of your marketing
strategy better
TRUTH
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
MYTH
We can accommodate
strategic content
marketing with our
existing processes and
structure.
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
• Requires:
• New ways of thinking
• New skills/training
• New metrics
• Will require some realignment of people,
resources
• Good news: Get a lot done by diverting only
a small amount of media spend
TRUTH
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
MYTH
It's too hard to accurately
measure the impact of
content marketing.
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
• The problem isn’t usually measurement
• The problem is usually a lack of clear
objectives
• Engagement metrics are improving every
year
• Example: Kraft Foods
• Engagement metrics used to inform other parts
of its marketing program!
TRUTH
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
MYTH
Content marketing is the
“flavor of the month” and
it won’t last.
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’s driving content marketing is changes
in customer behavior
• Principles behind content marketing are
here to stay
• Smart companies treating it as an asset, not
an expense
• Joe Pulizzi’s new book – Content Inc.
• Content marketing first, THEN launch product
TRUTH
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
• Develop a strategic plan for content
marketing
• Adopt a product management mindset
(think long-term investment)
• Seek training on key disciplines
• Close the knowledge gap
• The “Office of the Future”
ACTION STEPS
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
OFFICE OF THE FUTURE
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
“Those companies that focus on
developing new skills today are likely
to employ the successful marketers of
the future. Those companies that
maintain the status quo are likely to
find their content marketing initiatives
struggling.” – Robert Rose, Chief Strategy Officer, CMI
TRAINING MATTERS
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
Thank you!
Chuck Frey, Director of Online Training, CMI
chuck@contentinstitute.com
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