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Welcome to our webinar!
#DigMktg15
Melanie Merrifield Senior Content Strategist, AIS Media
Your presenter
NEW CONTENT MARKETING
RULES FOR 2015
Lift. Brand Awareness
Customer Engagement
Conversion Rates
Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Our Offices
Digital Marketing Strategy
User Experience (UX) Design
Lead Generation & Online Sales Programs
Digital Marketing (SEO / PPC / Email)
Conversion Rate Optimization (CRO)
CRM Selection & Implementation
Marketing Automation
Sales Process Alignment
Content Journey Mapping
Lead Management
Founded 1997
Atlanta Dallas
Award-Winning Design Team
NEW CONTENT MARKETING
RULES FOR 2015
Where You’ve Seen Us
NEW CONTENT MARKETING
RULES FOR 2015
Featured Clients
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
CONTENT
DESIGN
7
STRATEGY
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Get In The
Content Game
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
Unsure
0%
1-9%
10-24%
25-49%
50-74%
75-99%
100%
Percentage of Total Marketing Budget Spent on B2B Content Marketing
Source: Content Marketing Institute, 2015 Benchmarks, Budgets, and Trends – North America
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
CONTENT MARKETING: 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.
NEW CONTENT MARKETING
RULES FOR 2015
Content Impacts All Digital Channels
Content
Search Digital
PR / Social
Marketing
Automation
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
46%
32%
11%
9% 2%
Increase
Remain the Same
Unsure
Significantly Increase
Decrease
B2B Content Marketing Spending (over next 12 months)
Content Marketing Institute 2014
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
CONTENT
MARKETING
INITIATIVES TOP 2015
55%
Say they’ll
increase spending
Content Marketing Institute/Marketing Profs 2014
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
1. Creating engaging content
2. Producing content consistently
3. Achieving, measuring & demonstrating
content marketing ROI
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
Inbound Links
Time Spent on Website
SEO Ranking
Sales Lead Quality
Sales
Higher Conversion Rates
Sales Lead Quality
Website Traffic
Metrics for B2B Content Marketing Success
Source: Content Marketing Institute, 2015 Benchmarks, Budgets, and Trends – North America
NEW CONTENT MARKETING
RULES FOR 2015
Content marketing costs
62% less than traditional
marketing & generates
approximately 3X as
many leads.
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
“Kraft now generates the equivalent of 1.1 billion ad impressions a year and a 4X better
return on investment through content-marketing than through targeted advertising.”
Julie Fleischer
Director of Data, Content & Media
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Upsell/Cross-Sell
Customer Evangelism
Customer Retention
Lead Nurturing
Sales
Engagement
Lead Generation
Brand Awareness
Organizational Goals for B2B Content Marketing
Source: Content Marketing Institute, 2015 Benchmarks, Budgets, and Trends – North America
90% of consumers find
custom content useful Custom Content Council
70% of consumers prefer
getting to know a company
via articles over ads. Content Marketing Institute
78% believe organizations providing
custom content are interested in building
good relationships with them. Custom Content Council
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Metrics Matter
78% of the most effective
marketers are creating
more content now than
they did a year ago
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
- Content Marketing Institute
Q: What’s the #1 area of content marketing that
B2B marketers want to learn more about?
A: Aligning content to business goals.
Content Marketing Institute 2014
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Google’s Panda algorithm
is designed to prevent
sites with poor quality
content
from working their way into
Google’s top search
results.
May 20, 2014
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
1. aceshowbiz.com –75% 2. ask.com –50% 3. starpulse.com –50% 4. isitdownrightnow.com –50% 5. examiner.com –50% 6. ebay.com –33% 7. biography.com –33% 8. retailmenot.com –33% 9. history.com –33% 10.yellowpages.com –20%
Top 10 Victims Websites With the Highest Percentage of Lost Traffic
NEW CONTENT MARKETING
RULES FOR 2015
Play To Your
Audience
Consumers are dreaming,
exploring and locating.
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
Define Your Customer Personas • Demographics
• Service line
• Lifestyle
• Education
• Needs and interests
• Technology involvement
• Goals and challenges
• And more…
NEW CONTENT MARKETING
RULES FOR 2015
Finally Ready He/she has waited a lifetime to address a specific body feature like a nose
or jawline. May view elective surgery as a major milestone. Is willing to
undergo discomfort for the desired outcome. Wants to believe now is the
best time to act, if price allows.
Interest level: Low
Psychographic: This is my time
Role: Decision maker with lesser means, spends wisely
Cosmetic Surgery Personas at a Glance
Forever Young 35+ adult striving to look her best. See cosmetic procedures as a necessary part of
aging. Wants effective procedures for long-term effect, with minimal discomfort.
Price is inconsequential.
Interest level: High
Psychographic: Age is the enemy
Role: Decision maker with means
My Best Self Require surgical procedures following medical procedure such as
mastectomy. Seeks to regain or improve pre-diagnosis appearance.
Balances desire to proceed with treatment fatigue. Emotionally fragile;
needs encouragement and support.
Interest level: Medium
Psychographic: Reconstruction is part of emotional healing.
Role: Decision maker with means, insurance issues
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Have A
Content Plan
Customer Content Drives
Awareness Tries Something
New
Word of Mouth/ Ratings & Review
Website Content/ Opt. In List
Requests More Information
Website Content Mentions to Prospective Customer
Requests More Information
Content Can Support Customer Choice
Current Customer
New Customer
Influencer
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Map the Customer Journey Deliver the right content – in the right format – to the right audience at the right
time.
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Deliver the right content in the right format to the
right audience at the right time.
Awareness Consideration Decision
Videos
Trend Reports
Live Events
Demo Videos
Interactive Videos
Calculators
eBooks & Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
Infographics
Articles
Webinars Quizzes & Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
Ratings & Reviews
Copyright AIS Media, Inc. 2014
Commitment Level
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Mapping Strategic Content Across the Customer Journey
1. Define customer personas
2. Map the customer purchase journey
3. Create a written content plan
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Vary Formats
& Include Visuals
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
TOP 5 Most Effective
B2B Tactics
In-Person Events
69%
Webinars / Webcasts
64%
Videos
60%
Blogs
60%
Case Studies
69%
Content Marketing Institute/Marketing Profs 2014
NEW CONTENT MARKETING
RULES FOR 2015
INFOGRAPHICS is the
tactic that had the GREATEST
INCREASE in usage.
2013 USAGE 2014 USAGE
51% 62%
Content Marketing Institute/Marketing Profs 2014
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
How Often B2B Marketers
Publish New Content
26%
17%
19%
12%
8% 2%
Multiple Times/Week
Weekly
Multiple Times/Month
Monthly
Less than Once/Month
Unsure
Content Marketing Institute 2014
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Companies with 30+
landing pages generate
7x more leads than those
with fewer than 10. HubSpot
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Create Your Content Schedule
Why? Google looks for fresh content
Rank higher in search
Increase website traffic = more leads
Repurpose
Content Liberally
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
There’s no cookie cutter approach to content marketing
NEW CONTENT MARKETING
RULES FOR 2015
REPURPOSING: Changing Format & Audience
• Leverages original content to its fullest extent
• Improves SEO
• Attracts different buyer personas
• Reaches audience through different mediums
• Reinforces your message
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
EXAMPLE: One 18 page white paper can be repurposed as:
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
1 Podcast interview
1 Video animation
5 Short blog posts
3 Infographics
1 eBook
1 Live event
3 Webinars
3 Slideshare presentations
25+ Social media pieces
1 White board video
NEW CONTENT MARKETING
RULES FOR 2015
FREE EXCLUSIVELY FOR WEBINAR ATTENDEES
Content Marketing Analysis & Consultation • Content strategy review
• Content marketing maturity
• Performance analysis
• Expert tips & recommended action steps
Call: 404.751.1043 | Email: info@aismedia.com
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
Webinar Attendees Only
6-Part Series
NEW CONTENT MARKETING
RULES FOR 2015
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