How Content Marketing Is Changing
How ContentMarketing is Changingthe Way we MarketAndrea SimrellPublic Relations ManagerVantagePoint Marketing
Defining Content Marketing “Content marketing is a strategic marketing approach focusedon creating and distributing valuable, relevant and consistentcontent to attract and retain a clearly-defined audience — and,ultimately, to drive profitable customer action.”– Content Marketing Institute
Defining Content Marketing “Content marketing is a strategic marketing approach focusedon creating and distributing valuable, relevant and consistentcontent to attract and retain a clearly-defined audience — and,ultimately, to drive profitable customer action.”– Content Marketing Institute
Defining Content Marketing “Content marketing is a strategic marketing approach focusedon creating and distributing valuable, relevant and consistentcontent to attract and retain a clearly-defined audience — and,ultimately, to drive profitable customer action.”– Content Marketing Institute
Defining Content Marketing “Content marketing is a strategic marketing approach focusedon creating and distributing valuable, relevant and consistentcontent to attract and retain a clearly-defined audience — and,ultimately, to drive profitable customer action.”– Content Marketing Institute
Current Content Marketing Landscape The 4 most important factors for buyer’s willingness to engagewith a vendor26% Understands my company’s business model25% Is a subject matter expert/thought leader25%Provides valuable consultation, education or tools25% Knows my company’s products/servicesSource: “B2B Buyer’s Journey,” LinkedIn
Current Content Marketing LandscapeOld Funnel ntentEvaluationMarketingNew Funnel ModelSources: Web.com Small Business Forum, Forrester Research, Dealer Source GroupSalesPurchase
Current Content Marketing Landscape Buyer journey starts online 68% begin with search engines 40% start at a vendor’s website 25% initiate their search from an email from a peer or othertrusted source 90% of the buyer’s journey is complete before a sales personis ever involvedSources: Web.com Small Business Forum, Forrester Research, Dealer Source Group
Current Content Marketing Landscape67%B2B marketers whoblog generate81% of B2B decisionof buyers rely moreon content to makepurchasing decisionsthan1 year ago67%makers use onlinecommunities and blogs tohelp make purchasingdecisions.(Demand Gen Report )more leads.(SocialMediaB2B)85% of B2Bmarketers reportedthat the number onebenefit of socialmarketing isgenerating morebusiness exposure.(Social Media Examiner)74% use LinkedIn, and42% use Twitter.(Marketing Think)
Current Content Marketing Landscape Shift in B2B Researcher Demographic29%35-4426%45-5427%18-3418%55 2012Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.22%35-4419%45-5446%18-3413%55 2014
Current Content Marketing LandscapeSource: Starflight Media, 2015
Current Content Marketing LandscapeCHANNEL EXPLOSIONEventsDirect FaxDirect MailTelephone 1990TVRadioPrintDisplaySource: ExactTargetSnapChat/PokeApps/Push Notifications Group TextingSocial DMVoice MarketingMobile EmailSMS MMSIMEventsEmailDirect FaxDirect MailTelephoneIMEmailEventsDirect FaxDirect MailTelephoneIMEmailEventsDirect FaxDirect MailTelephoneMobile EmailSMSIMEmailEventsDirect FaxDirect Cable TVWebsiteSearchOnline DisplayTVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate MarketingTVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate Marketing WebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile WebTVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate ocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationPinterestVine
Current Content Marketing LandscapeSource: Starflight Media, 2015
Current Content Marketing LandscapeSource: Starflight Media, 2015
Content Marketing’s Impact on PR “The role of PR within B2B organizations has shifted from simplydisseminating news to sharing insight relevant to coreconstituencies.”– The Council of Public Relations Firms
Content Marketing’s Impact on PROld MentalityToday’s MentalityAudienceJournalistsJournalists InfluencersChannelsTraditional mediaTraditional owned mediaContent TypePress releasesPress releases ebooks,whitepapers, blogs, videos, etc.“Searchability”Not a considerationSEO considerationsMeasurementAd value equivalencyOutcome measurements
Current Content Marketing Landscape 91%Source: 2015 B2B Content Marketing Trends – North America: CMI/MarketingProfs
Keys to Effective Content Marketing Rooted in strategy Eight questions to ask when developing your content marketingstrategy: What business goals can be supported by content marketing? What keywords do you want associated with your brand, product orservice? Who are you trying to reach? What are customers looking for from your content? What action do you want them to take? Where will you house content? How will people find your content? How can we support ongoing content development?
Keys to Effective Content Marketing Addresses different types of content consumers Researchers Influencers Decision makers
Keys to Effective Content Marketing Meets needs throughout the relationshipDiscoverConsiderBlogSocial media posts found via searchMedia relationsOnboardUseHow-to piecesProduct-focused informationWebsite contentIn-depth content with lead capture formAdvocateCase studiesOngoing trainingTargeted e-newslettersFollow on social media
Keys to Effective Content Marketing Is intentional Focuses on needs, wants and interests of audiences Provides “help” over “hype” Answers questions and offers solutionsWhat theaudiencecares aboutYourcompany’soffering andexpertiseContent “sweet spot”
Keys to Effective Content Marketing Drives SEO Created for a specific audience Sounds natural Incorporates long-form content Includes high-authority references
Keys to Effective Content Marketing Utilizes a variety of dissemination tacticsContentCoverage[Earned Media]ContentDistributionContentBroadcasting[Paid Media][Owned Media]
Keys to Effective Content Marketing Can be measured and quantified Views and reach Shares and other engagement Traffic Share of voice Lead generation Journey completion rate Conversion
Content Marketing Impact Increased brand awareness Attracts new visitors through search Provides fresh content to search engines Supports trusted thought leadership position Capitalizes on industry trends and meets changing marketing needs Generates material for sales team and channel members
Content Marketing ImpactSource: “Content Marketing ROI,” Kapost
B2B marketers who blog generate 67 % more leads. (SocialMediaB2B) 85 % of B2B marketers reported that the number one benefit of social marketing is generating more business exposure. (Social Media Examiner) 81 % of B2B decision makers use online communities and blogs to help make purchasi
Agrees that leadership team gives ample time to produce content marketing results 84% 59% 38% Always/frequently delivers content consistently 75% 59% 33% Rates alignment of metrics and content marketing goals as excellent/very good 54% 19% 2% This Year’s B2B Content Marketing Top Performers At-A-Glance 2018 B2B Content Marketing Trends—North America: Content Marketing Institute .
content marketing in Southeast Asia is still nascent. Companies will look for talent who have “content marketing” experience in 2017. Businesses will hire people with content marketing skill sets. Source: “The Asia Pacific Content Marketing Report 2016,” Hubspot PREDICTION ONE: 63% planned to increase content production in 2016 OF .
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social media tail wag the content marketing dog. 5. Lead Generator » While content marketing will generate short-term leads, those leads are not necessarily "sales-ready." Make content marketing the supporting cast to your existing or new programs. 6. Publicity Seeker » Otherwise known as the "Replace PR with Content Marketing, Expect Same
Content Marketing Institute founder Joe Pulizzi that laid out several fundamental principles that you can use as you develop your own content marketing strategy. Here are the key take-aways for building your firm's content marketing playbook: 1. Content marketing drives professional services firm growth and profitability:
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