6. a meaningless term invented by
bullshit artists to add gravitas to
mundane marketing activities.
Bob Hoffman, Ad Contrarian
7. Is content marketing
A load of bolloxs
The emergence of content marketing as a separate
discipline has distracted marketers from their real
jobs of communicating with customers and
selling stuff
Mark Ritson 11.10.2016
21. Just because you spend more and have
a higher share of voice doesn’t mean
you’re the most effective. It’s about
engaging content and personalisation.”
Margaret Jobling, Director of Brand Marketing, British Gas
23. 5% of the total content produced generated
90% of the consumer engagement. 19 out of
20 pieces of content marketing have little if
any impact.
BECKON
24. Brands will spend an estimated €1bn
on content marketing across Europe
in 2016. This is projected to rise to
€2.12bn by 2020.
Beckon
32. EDITORIAL MISSION STATEMENT
A commitment to visual
genius, investment in
storytelling that puts women
at the centre of the culture,
and a selective, optimistic
editorial eye.”
33. Understanding The Value Exchange and Your Tone of Voice
UNDERSTAND THE VALUE EXCHANGE
+ TONE OF VOICE
35. PEOPLE
READER IS MOST IMPORTANT
USE TGI, FACEBOOK, FOCUS
GROUPS, ONE TO ONE
INTERVIEWS
36. We were very advertising-led and
very brand centric. We always talked
about ourselves, not about the role
for the customer.
Ruben Arnold, Senior VP Marketing and CX
43. USE THE INVERTED PYRAMID TO PLAN
BIG
ROCK
EVERGREEN
Check search on your site
for inspiration. What
questions are you sales
people being asked
Use big rock to make a
major point/awareness/
Own a space
Main Static URL content
increase rank and
conversions/SEO.
Sprint to gain impact.
CORE
Hygiene items you
have to have.
Long-form/detailed
Updatable/Start here
Big campaigns, surveys, ebooks,
content you can carve other
content from
Plan quarterly or bi-annually
Regular blog content aligned
to what reader wants/
sharing brand knowledge in
a helpful way
FREE DOWNLOAD:
CREATING YOUR
FIRST BIG ROCK
46. USE THE INVERTED PYRAMID
TO MAP CONTENT ALONG BUYER JOURNEY
CONVERT
AWARENESS
Use Buzzumo and keyword
planner for research
INTEREST
Attract readers with your
useful content What are
people searching for. Give
answers
Case studies/videos/testimonials/
comparison charts
Blogs/infographics
FREE DOWNLOAD:
100 TYPES OF CONTENT
47. 4 Questions
Q1 Who is this for? PERSONAS
Q2. How do I want them to feel? SENTIMENT
Q3. What do I want them to do? CTA
Q4. How will I know it worked? METRICS
