Future of Content Marketing - EBriks Infotech

1. The Future is Bright
with Web Content

2. About Lee & TopRank Marketing
Attract – Engage – Convert

3.  Overall trends in content
 Emerging consumer driven model
 Web content success stories
 Content marketing "A-Team”
 Future growth opportunities
Image Source: Shutterstock

5. Ubiquitous Connectivity
2020
Create
Consume
Publish
Interact
Transact
Source: Ericcson, 2011

6. 51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)
99% of Marketers have
used at least one content
marketing tactic.
(Content Marketing Institute/Brandpoint 2012)
60% will increase spend on
content marketing.
(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)

7. Content Distribution Channels
96%
Social Media
78%
76%
69%
Source: Outbrain – State of Content Marketing 2012
33%
Paid Search
Display Ads
SEO
Email

8. 63% of US Internet users use search
engines daily
eMarketer Aug 2012
81%
Perceptions
Are Influenced
Weber Shandwick 2012
89%
Use Search for
Purchase
Fleishman-Hillard 2012

9. CPG Company:
96 search phrases.
Most are brand
terms.

10. Fabric Retailer:
4,419 phrases.
Broad category
& brand terms.

11. SEO
Social
Content

12. Traditional Approach
Red
Widget
Features & Benefits
Advertising
PR
Email
White Paper Direct Mail

13. Modern Model for
Content Marketing
Persona
“Jane Exec”
Influences CEO
Goals: Fast,
Save $, Service
awareness
interest
consideration
purchase
retention
advocacy
Save $
Service
Facebook
Email Offer
Tips Articles
Blog
Byline
PPC
Locator
Newsletter
Soc Net
Ads
Blog
PPC
Loyalty
VIP
Press
Fast
Blog
Reviews
Discount
Community
Referral
Article
Reviews
Display
Network
Referral
Media
Blog
Offers
Thank You
Rewards

14. Fast

15. Source: First 10 / Smart Insights

16. 30 Content Marketing Tactics









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




Article Marketing
Advertorial
Blogging
Case Studies
Crowdsource
Curate
Digital Newsletters
eBooks
Email
Interactive Games
Images & Infographics
Interactive Tools
Microsites
Mobile Applications
Mobile Content









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
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

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News Release
Online Magazines & Apps
Podcasts
Print Magazines
Print Newsletters
Real-World Events
Research & Surveys
Social Content
Teleclass & Telecasts
Traditional Media
Videos
Virtual Conferences
Webinars
Wikis
White Papers
Blog Post: tprk.us/30cmtactics

17. Content Marketing Process
awareness
interest
consideration
Audience
Segments
Needs &
Goals =
Topics
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
purchase
What stories
will connect
you?
Editorial
Calendar,
Repurpose
retention
advocacy
Make it
easy to find
& share
Social & SEO
Networking,
PR, Linking

18. Source: Content Marketing Institute
Successful Companies

21. Let Me Tell You A Secret
http://tprk.us/cmsecrets

22. Cool! We’ll
interview
CMW
speakers
And make an
e-book for
attendees.

23. 10 Long Form
Interviews
Topical Matrix:
B2B
Enterprise
SMB
Tools
Win budget
Definition

24. Planned Repurposing
Individual Thought Leader Interviews
Articles
Enterprise
SMB
Tools
B2B
Win budget
B2B
Enterprise
SMB
Tools
Win budget
Enterprise
SMB
B2B
Tools
Win budget
Enterprise
SMB
Tools
Win budget
B2B
Top 10 B2B
Tactics
B2B
Enterprise
SMB
Tools
Win budget
Tools
B2B
Enterprise
SMB
Win budget
B2B
Enterprise
SMB
Win budget
Tools
B2B
Tools
Enterprise
SMB
Win budget
Top 10
Content
Marketing
Tools

26. Promotions:
Slideshare
Embedded in Blog Post
Email broadcast
Twitter
Facebook
Flickr
Pinterest
LinkedIn update
LinkedIn Inmails
Customized emails
to participants
Pre-written tweets

28. Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of full interviews
3,300+ Retweets
200+ Facebook “likes”
130 G+
100+ inbound links

29. Content Marketing “A-Team”
Content Marketing A-Team
Image Source: Shutterstock

30. •
•
•
•
•
•
•
•
Chief Content Officer
Managing Editor
Writers, Sources
Content Design
SEO
Social Marketer
Online PR
Social Listening/Analytics
Source: Managing Content Marketing (Pulizzi, Rose)

31. But We Don’t Have Budget For That!
1. Editor/Writer
2. Designer
3. Social SEO

32. Growth Areas in Web &
Content Marketing:
 Integration: Owned, Earned, Paid &
Shared Media
 Dedicated in-house content marketing
resources
 Web + smartphones & tablets
 Boom in visual content & media
 Big data, social data, automation, tools,
real time data, did I mention data?

33. Content Marketing Maturity
Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group
Make a commitment. And grow.

34. Takeaways
• Content powers the web & the web powers
your business. Are you powering content?
• If your content is poor, then so will you.
• Start learning modern models of web content
marketing. Now.
• Stand, Stretch and Walk.
• Get help if you need it.

35. Thank You!
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
Consulting – Speaking – Partnerships
1-877-872-6628
OptimizeBook.com