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Heroes and Underdogs: How Content Marketing Levels the Playing Field

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Heroes and Underdogs: How Content Marketing Levels the Playing Field

  1. 1. Heroes & Underdogs: How Content Marketing Levels the Playing Field Carla Johnson Principal t: @CarlaJohnson
  2. 2. Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well. Source: MarketingProfs
  3. 3. 5000 MESSAGES A DAY
  4. 4. CARLA JOHNSON :: Principal @CarlaJohnson
  5. 5. CONTENT MARKETING DOESN’T COMPETE WITH OTHER MARKETING
  6. 6. John Deere launched THE FURROW in 1895. Today : 1.5M circulation 40 countries 12 languages
  7. 7. 91% OF B2B MARKETERS USE CONTENT MARKETING
  8. 8. MARKETERS 5% have a content marketing strategy Use an average of 12 different tactics Biggest increase from 2011 to 2012: •  Research Reports •  Videos •  Mobile Content •  Virtual Conferences
  9. 9. Social Media Impacts B2B Decision Makers Worldwide B2B decision makers 60% of B2B decision Decision makers are who maintain a social makers use social actively participating in network profile has media to help inform a variety of ways: increased significantly professional decisions o  Reviewing products & services o  Posting in forums
  10. 10. TODAY’S CONVERSATION Business Objectives Context Measurement
  11. 11. TYING CONTENT MARKETING TO BUSINESS OBJECTIVES
  12. 12. THE CEO/MARKETING DISCONNECT 73 % of CEOs think marketers lack business credibility and aren’t the growth generators they should be 69 % of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it. Source: The Fornaise Marketing Group
  13. 13. BUSINESS OBJECTIVES VS ACTIVITY Objective: Improve customer engagement and upsell Web Traffic Qualified Leads 30% 90% Average Engagement 2 min 3RD PARTY CONVERSIONS
  14. 14. CONTENT WITH CONTEXT
  15. 15. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
  16. 16. PERSONAS Composite of characteristics of a group of people Understand their perspective, fears, drivers and content needs Types of content: o  How they access it o  What messages resonate with them o  What matters when in the buyer’s cycle
  17. 17. CONTENT MARKETING FUNNEL Source: Managing Content Marketing
  18. 18. 5W’S OF CONTENT WHO are you talking to? WHEN in their decision-making process? WHERE/HOW are they connecting with you? WHAT do they want to know? WHY do you matter to them?
  19. 19. MEASUREMENT WITH MEANING
  20. 20. MEASUREMENT GUIDELINES 1.  Tie to your business objectives 2.  Know what’s important to measure 3.  Measure what drives the behavior you want 4.  Use metrics to make refinement 5.  Be OK with failure
  21. 21. Carla Johnson, Principal Type A Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson

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