Marketing Indaba Durban 2013

Content Marketing The Power in your Digital Campaign

Potential of Digital Marketing

Already seeing success

Want to get more involved

No potential

70% of SA Marketers claim to use it

Level of confidence Social Networking

Web analytics

Banner Ads

SEO

Content Marketing

?

What is content marketing?

And why should I care?

What it’s not …

or making the sale

social media, SEO, advertising

… for your customer “ ”

Useful content

A new approach Rapid growth over last two years

The focus is online

Publish Content Website is the hub

Other channels

Content people want to read and share

Dual benefits Builds relationships with your brand

Builds search rankings

48x more traffic For companies with 51 – 100 pages

Compared to those with <50

Hubspot Marketing Benchmarks 2013

Impact of Posts on Leads

0

100

200

300

400

500

600

<10 11-20 21-50 51-100 101-200 220<

Hubspot Marketing Benchmarks 2013 Number of posts

Index

Impact of Landing Pages on Leads

0

100

200

300

400

500

600

1-5 6-10 1-15 16-20 21-40 40<

Hubspot Marketing Benchmarks 2013

Number of posts

Index

Internet Access

0

5

10

15

20

25

30

35

40

45

2009 2010 2011 2012 Axis Title

World Bank South Africa

% Population

Google Trends

Content Marketing Map

Advertising is not dead

Some interruptions are great!

The battle for attention

And your competitor knows it too

Your target doesn’t buy the way they used to

Or consume media as they did

More connected More empowered

A receptive audience

Give them a reason

Be useful or be entertaining

Build a relationship or they won’t care about you

It’s not about you People care about their own needs

Me, me, me is just plain off-putting

Begin with strategy

what, to whom, where and how?

Commit to the long term

You won’t build a relationship overnight

Objectives

Integrate into the Marketing strategy

•  Develop customer relationships

•  Build brand values

•  Establish credibility & reputation

•  Create thought leadership

•  Build web traffic

Evaluate the options

Align format of content to brand strategy

Don’t just add

to the noise Quality Rules

Plan content

Integrate into the Marketing Strategy

•  Unifying themes

•  Message reinforcement

•  Quality

•  Frequency

•  Content extension

Content development

Create content for people, not search engines

•  Driven by brand values

•  Optimise language for SEO

•  Research targeted words and phrases

•  Include “meaty” content

•  Calls to Action

… where your expertise

meets your target’s needs “

”

The sweet spot

Allocate resource

Outsourced vs Internal

•  Strategic understanding

•  Multiple contributors

•  Single co-ordinator

•  Writing & organisational skills

Don’t wink in the dark

Promote content – email and social media

A Sears website

Content Marketing Like fresh fruit and vegetables

•  Keep it fresh

•  Make it look appealing

•  Handle it with care

•  Give your market what they’re looking for

www.octarine.co.za

@AnnDruce