New Content Marketing Rules for 2015
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Join AIS Media for this exclusive 6-part webinar series which explores the state of digital marketing today and where it’s headed in 2015. The shift to constant connectivity is transforming how we connect with people and how they search. New Digital Marketing Rules 2015 reveals the “must-know” trends and digital marketing tactics for 2015. Gain insights on unique digital challenges marketing professionals face, how to accelerate the customer journey and amplify the performance of digital lead generation programs. About AIS Media AIS Media, Inc. is an Atlanta-based award-winning strategic digital marketing agency. Founded in 1997, AIS Media has helped hundreds of clients amplify digital marketing perforemance including the world’s top brands, companies and organizations. For more information visit www.aismedia.com
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New Content Marketing Rules for 2015
- 1. Welcome to our webinar! #DigMktg15 Melanie Merrifield Senior Content Strategist, AIS Media Your presenter NEWCONTENT MARKETING RULES FOR 2015
- 2. Lift. Brand Awareness Customer Engagement Conversion Rates Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015
- 3. 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
- 4. Award-Winning Design Team NEW CONTENT MARKETING RULESFOR2015
- 5. Where You’ve Seen Us NEW CONTENT MARKETING RULESFOR2015
- 6. Featured Clients NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015
- 7. SOCIAL CRM & MA ANALYTICS SEARCHEMAIL CONTENT DESIGN 7 STRATEGY NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015
- 8. Get In The Content Game
- 9. 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 RULESFOR2015
- 10. 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 RULESFOR2015
- 11. Content Impacts All Digital Channels Content Email Search Digital PR / Social Marketing Automation NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015
- 12. 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 RULESFOR2015
- 13. CONTENT MARKETING INITIATIVESTOP 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 RULESFOR2015
- 14. 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 RULESFOR2015
- 15. Content marketing costs 62% less than traditional marketing & generates approximately 3X as many leads. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015
- 16. 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 RULESFOR2015
- 17. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015 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
- 18. 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 RULESFOR2015
- 19. Metrics Matter
- 20. 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 RULESFOR2015 - Content Marketing Institute
- 21. 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 RULESFOR2015
- 22. 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 RULESFOR2015
- 23. 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 RULESFOR2015
- 25. Consumers are dreaming, exploring and locating. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015
- 26. 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 RULESFOR2015
- 27. 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 RULESFOR2015
- 29. 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 RULESFOR2015
- 30. 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 RULESFOR2015
- 31. 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 RULESFOR2015
- 32. 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 RULESFOR2015
- 33. Vary Formats & Include Visuals
- 34. 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 RULESFOR2015
- 35. 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 RULESFOR2015
- 36. 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 RULESFOR2015
- 37. 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 RULESFOR2015
- 38. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW CONTENT MARKETING RULESFOR2015 Create Your Content Schedule Why? Google looks for fresh content Rank higher in search Increase website traffic = more leads
- 40. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 There’s no cookie cutter approach to content marketing NEW CONTENT MARKETING RULESFOR2015
- 41. 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 RULESFOR2015
- 42. 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 RULESFOR2015
- 43. 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 RULESFOR2015