Content marketing, measurement strategies and how to companies are using social, mobile, and augmented reality technology to engage

1. b2b digital marketing trends
November 2012
www.tenfouragency.com

2. tenfour = portland

3. imagines experiences
tenfour
the world talks about.
develops experiences
tenfour
that produce business results.
designs experiences
tenfour
with unheard-of efficiency.
3

4. tenfour knows business
Built for business.
Compatible with life.

5. SOCIAL MEDIA—OTHER THAN BLOGS
87 %
ARTICLES ON YOUR WEBSITE
82%
E-NEWS LETTERS
BLOGS 78%
77%
CASE STUDIES 71%
70%
VIDEOS
ARTICLES ON OTHER WEBSITES
70%
IN-PERSON EVENTS
69%
WHITE PAPERS
61%
WEBINARS/WEBCASTS
59%
RESEARCH REPORTS
44%
MICROSITES
40%
INFOGRAPHICS
38%
BRANDED CONTENT TOOLS
38%
MOBILE CONTENT
33%
EBOOKS
32%
PRINT MAGAZINES
31%
BOOKS
29%
VIRTUAL CONFERENCES
28%
PODCASTS
content
LICENSED SYNDICATED CONTENT
MOBILE APPS
27% 26% 26%
conferences
DIGITAL MAGAZINES
25%
PRINT NEWLETTERS
24%
is (still) • Content is marketing
ANNUAL REPORTS
20%
GAMES/GAMIFICATION
11%
videos, mobile content, virtual
5
king (87% use it—up 13% over 2011)
• Biggest rise in research reports,
• Social media most popular outlet
Source: CMI/MarketingProfs

6. good
very effective
content
CONTENT
CREATION
KEYWORD
is a
TITLE TAGS AND KEYPHASE
RESEARCH SEO
LANDING PAGES EXTERNAL
royal pain
LINK
BUILDING
META URL
STRUCTURE BLOGGING
to produce
DESCRIPTION
TAGS DIGITAL
ASSET SOCIAL
INTERNAL OPTIMIZATION MEDIA
LINKING INTEGRATION
“64% of B2B content marketers say COMPETITOR
BENCHMARKING
they are challenged with producing
enough content”
2013 B2B Content Marketing Benchmarks, not effective
Budgets, and Trends not difficult very difficult
Source: MarketingProfs Sphere size indicates level of usage.

7. content
strategy
• A strategy is not a bundle of tactics
• Incorporate a content
strategy • Ask:
“Content Strategy plans for creation “Why does this content
delivery and governance of content.” exist today?”
- HalvOrson “Who owns the content today?”
“When was the last time this content was updated?”
“Who are/were your key audiences?” 7

8. TIP: Start with an editorial calendar
plan to
improvise
“The first step is to have an editorial
calendar which rallies the different teams...
it’s very similar to publishing a magazine.
You have the theme for that edition, then
you build stories around it.”
Pam Didner, Intel
8

9. TENFOUR WORK: thebigreboot.biz
remember to
add value
Organic social referrals produced over 90%
of total engagement and 1.5x dwell time
compared to paid media (with 3x traffic)
9

10. TIP: Post content daily for 18% higher CTR (over weekly)
create
curate
• 82% of marketers use curation strategies
• It’s OK to share content that is not always
authored by you or directly connected to
what you’re selling.
“...instead of just investing in their blog • 87:13 (found:new) average content ratio
and blogging strategies, they’re investing
in content people will actually want to • Curated sites that have between
share. Even if it is not directly related to 16–30% original content generate the
selling something, it’s still branding.”
most page views.
- TechCrunch 10
Source: curata.com

11. TENFOUR WORK: tenfour.mobi
make it
shareworthy
Outlandish mobile factoids for marketers
11

12. TIP: Add sharing buttons directly next to your content to promote distribution
distill
complexity
• Summarize research
- Trim videos to 30-90 seconds
- Provide longer-format media in podcasts for
background and commute consumption
• Recognize patterns
- LaunchTicker.com
• Visualize with infographics
- Grok at a glance
- Educational, shareable, great for future reference 12

13. TENFOUR WORK: Uncommon knowlege infographic series

14. TIP: Curate snap hashtag engage repeat
show
then tell
• Articles with images see 47% more
CTRs than those without them 1
• Visual storytelling is gaining popularity
on social networks
- Over 25% of all B2B marketers using
Pinterest 2
- Instagram on the rise following $1B
acquisition
14
1. commpro.biz
2. MarketingProfs

15. TIP: Wrap tracking codes in a bit.ly for manageability
and quick, independent access to metrics
S
IMPRESSION
194 COMMUNITY
know what
20 1 PAGE LIKE
MMENT 12 215 VIMEO
CONTENT CO ( R E AC H )
CONTENT LIK
E 15 2 38 VIDEO UPLOAD
works
ENTRY
RE-TWEET 16
31 5 DAILY DRAWING
Y
T LIKE 54
418 PARTIAL ENTR CH
PAGE CONTE
N MMENT (REA
509 CONTENT CO
EACH) 65
RE-TWEET (R
E ( R E AC H )
661 CONTENT LIK
• Add referral link strings to all
G
DAILY DRAWIN )
ENTRY (REACH
OA D
6,825 1,320 VIDEO UPL
AC H )
1,405 TWEET
E
PAGE LIKE (R
collateral 8,688
F U LC R U M 5 W
EB IMPRESSION 1,455 VIDEO VOT
E
VIDEO VOTE
109,222 ( R E AC H )
• Add Google Event Tracking to every12,610
( R E AC H ) 2,264 PA RTIAL ENTRY
E (REAC
key action/button ADMOB
PANDORA AU
180,218
DIO ADS 2,351 PAGE CONT
ENT LIK
IMPRESSION ISITS
• Use “time spent with brand” metric 19,397
V
2,949 PAGE TAB
to quantify and equalize FACEBOOK IM
PRES SION
4,920 PROMOTE
D TWIT TER
APP PAGE VIS
ITS 42,209
24,329
15

16. TIP: Scan back side of $20 bill with the Aurasma Lite app
action and
activation activation
• Top B2B AR uses*
1. 19%: Replacing literature
2. 18%: Extending sales pitches
3. 16%: Events and conferences
• Augmented Reality comes of age
- QR Code adoption up with late adopters
- Visual/audio recognition now trigger
interactive experiences
- NFC emerging 16
*Source: hiddenltd.com

17. Strategy jason ridge
Web Design director, account development
jridge@tenfouragency.com
Social Media
Mobile Marketing kelly rose
App Development director, client services
krose@tenfouragency.com
Social Games
Sweepstakes daniel t wood
Advertising director, digital strategy
Video dwood@tenfouragency.com
get the latest mobile facts and figures at tenfour.mobi