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Marathon Marketing:
The Business Case for Content
Sara Fraser, EVG | 3.20.13
@sarakfraser
Fact:
Consumers are
savvy —
they no longer
trust messages
straight from
advertisers and
brands..
Fact:
The Internet
has changed
everything —
including the
way we buy.
Old Marketing Model
For decades, marketing was about three critical moments:




 Pre-shopping was only for big-ticket items like cars,
 homes or expensive electronics.
Potential
customers are
online.

Everyone
performs web
searches.

If they can’t find
you (or worse,
they find bad
content), you’ve
already lost your
ZERO MOMENT
OF TRUTH.
Fact
Overload:
• 90% of all purchase
decisions begin online

• 75% of consumers shop
online before they buy
offline

• 85% are looking for an
independent review

• 78% of people trust the                    Image source: http://www.hubspot.com/
recommendations of other
people

    Positive perceptions of companies increase by +36% if they
                   have a blog on their website.
New Marketing Model:

Consumers research everything they buy.
The pre-buy is the Zero Moment of Truth.
The Zero Moment of Truth all boils down to content.
           (But not just any content.)




         Kick-ass, smart, on-target content.
Hard Fact:
You can’t control the online
conversation about your
brand.


(But you
can join it.)

                               Image source: businessgrow.com
Content Marketing is producing and distributing relevant,
valuable, focused content that drives consumer action.




    Not this.




                             Image source: http://www.tumblr.com/tagged/content%20strategy
Relevant Content:
[rel-uh-vuhnt]
Adjective; connected with the matter in hand; pertinent.

[kon-tent]
Noun; substantive information or creative material.




                                   Image source: http://barnraisersllc.com
Content marketing is storytelling.
That’s the most effective way to deliver a message.
And at the end of honest storytelling, there’s success.*
                                                           * A lot of it.
“You have to understand, my dears, that the shortest distance between truth
and a human being is a story.”
                                                             Anthony De Mello
“The stronger the dialog, the stronger the brand; the weaker the
dialogue, the weaker the brand.”
                                                     Larry Webber
Coca-Cola’s Content 2020 ad strategy puts content at the core:

"All advertisers need a lot more content so that they can keep the engagement
      with consumers fresh and relevant, because of the 24/7 connectivity. If
     you’re going to be successful around the world, you have to have fat and
                             fertile ideas at the core."
But what’s the payoff?
Google places high value on website content that is:

   • Frequently updated
   • High-quality, original, and trustworthy
   • Composed with the users’ needs in mind
   • Regularly shared
(Good) content marketing
             means:
• More leads and conversion
• More brand awareness
• More loyalty
• More engagement
• More organic sharing




                                       Source:
                              blog.eloqua.com
Per lead cost:




             Source: blog.eloqua.com
Marathon Marketing

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Marathon Marketing

  • 1. Marathon Marketing: The Business Case for Content Sara Fraser, EVG | 3.20.13
  • 3. Fact: Consumers are savvy — they no longer trust messages straight from advertisers and brands..
  • 4. Fact: The Internet has changed everything — including the way we buy.
  • 5. Old Marketing Model For decades, marketing was about three critical moments: Pre-shopping was only for big-ticket items like cars, homes or expensive electronics.
  • 6. Potential customers are online. Everyone performs web searches. If they can’t find you (or worse, they find bad content), you’ve already lost your ZERO MOMENT OF TRUTH.
  • 7. Fact Overload: • 90% of all purchase decisions begin online • 75% of consumers shop online before they buy offline • 85% are looking for an independent review • 78% of people trust the Image source: http://www.hubspot.com/ recommendations of other people Positive perceptions of companies increase by +36% if they have a blog on their website.
  • 8. New Marketing Model: Consumers research everything they buy. The pre-buy is the Zero Moment of Truth.
  • 9. The Zero Moment of Truth all boils down to content. (But not just any content.) Kick-ass, smart, on-target content.
  • 10. Hard Fact: You can’t control the online conversation about your brand. (But you can join it.) Image source: businessgrow.com
  • 11. Content Marketing is producing and distributing relevant, valuable, focused content that drives consumer action. Not this. Image source: http://www.tumblr.com/tagged/content%20strategy
  • 12. Relevant Content: [rel-uh-vuhnt] Adjective; connected with the matter in hand; pertinent. [kon-tent] Noun; substantive information or creative material. Image source: http://barnraisersllc.com
  • 13. Content marketing is storytelling. That’s the most effective way to deliver a message. And at the end of honest storytelling, there’s success.* * A lot of it.
  • 14. “You have to understand, my dears, that the shortest distance between truth and a human being is a story.” Anthony De Mello
  • 15. “The stronger the dialog, the stronger the brand; the weaker the dialogue, the weaker the brand.” Larry Webber
  • 16. Coca-Cola’s Content 2020 ad strategy puts content at the core: "All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core."
  • 17. But what’s the payoff?
  • 18. Google places high value on website content that is: • Frequently updated • High-quality, original, and trustworthy • Composed with the users’ needs in mind • Regularly shared
  • 19. (Good) content marketing means: • More leads and conversion • More brand awareness • More loyalty • More engagement • More organic sharing Source: blog.eloqua.com
  • 20. Per lead cost: Source: blog.eloqua.com