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.
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.
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
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."
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