Content Marketing and the Digital Dinosaurs

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Content Marketing

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By the end of this story, you’ll know:
• What ‘content marketing’ is
• Why it’s so important
• What iProspect offer

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But first, let’s talk about the media landscape!

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No one’s watching TV anymore.*
*Business Insider, 2015

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…and when we are watching TV, we’re
multi-screening or fast forwarding ads.
*Oztam, 2015

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…and we’re starting to see a similar
picture online.

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In Australia, 18% of people use ad blockers*
*The Australian, 2015

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If you’re not blocking ads, you’re definitely
skipping past them (94% of people are!)*
*iMedia Connection, 2013

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In fact, you’re more likely to
be struck by lightening than to
click on a banner ad.*
8
*That’s 0.06% according to ….., don’t worry, neither are very high.

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So what’s a brand got to do to get a click
around here?!

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“Content marketing is the only
marketing left.”
Seth Godin

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In a world of blocking, skipping, deleting and
unsubscribing, consumers will only tolerate
marketing which is useful or valuable to them.

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Wait… What even is content marketing?!

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Content marketing is the technique
of creating and distributing relevant
and valuable content to attract,
acquire, and engage a clearly defined
and understood target audience -
with the objective of driving
profitable customer action.*
*Content Marketing Institute

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Microsites
Guides
Visual
InteractiveUser-
generated
Videos
Articles
Whitepapers
Some types of
Content Marketing

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Alright, I get what it is, but what’s so
special about it?

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Well firstly, it doesn’t work by ‘interruption’.
It is the thing people want to pay attention to!

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Good content is a value-adding service, building your
brand and creating a loyal audience.

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What’s more, you’re not paying for a burst of activity.
Content will keep existing on your site and delivering
value over a long period.

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But that’s not all, folks!

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Content gives permission to speak to your
audience much earlier in their journey.

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Content is the fuel for
other digital channels.

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Content and SEO are 2 Sides of same coin.

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What do you talk about on social channels
without having content?

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And perhaps most importantly…

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ROI is higher than for traditional channels!*
Smart calls-to-action will push audiences down the
funnel to lead generation and purchase.
*HubSpot State of Inbound, 2014

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And what’s more, just
like for other digital
channels, we can
accurately track and
measure content’s
performance!

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The ‘Cut-out-and-keep’ Case for Content
Content works at the beginning
of the customer journey…
(Awareness)
…and at the end
(Sales)
Content builds brands
(Advocacy)
• Good content gives a brand
permission to speak to audiences
much earlier in their journey.
• The fuel for all other digital channels:
- Essential for SEO and traffic growth.
- Necessary for social.
• Content ROI is higher than
for traditional channels.
• Smart calls to action will
push audience down the
funnel to lead generation
and purchase.
• We can accurately track and
measure performance.
• Doesn’t work by ‘interruption’, it
is the thing people want to pay
attention to! Giving you a more
engaged audience.
• Good content is a value adding
service, creating a loyal
audience.
• Content will keep existing on
your site and delivering value
over a long period.

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Conclusion:
If you're a smart long term thinking marketer,
you'll invest in content.

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Here are some smart brands that have invested in content:

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But let’s be honest, the secret is well and truly out.
Everyone’s doing it.

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• Creative agencies
• SEO agencies
• Social agencies
• Publishers
• Internal marketing teams
No really, everyone...

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But not everyone is doing it well.

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So what makes iProspect different?

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We call it ‘Intelligent Content’!

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1) We’re data-driven.
Through in-depth research into audience, brand and
industry, we’re targeting the right audience with the right
content for them.

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2) We’re against fluff.
We know it takes a village to create great content,
we have a wealth of creative and editorial talent
both internally and in the Dentsu network.

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3) We’re experts in SEO.
Everything we create has search optimisation in
mind from the start.

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4) We’re smart about targeting.
We write amplification strategies that get your content in
front of the right people.

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5) We have a rigorous performance focus.
We set clear objectives (in line with overall
marketing objectives) and measure results.

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In other words, we’re not producing more fluff and clutter
that doesn’t cut through or produce results.

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So what do we offer our clients?

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• Audience and
Sector Research
• Keyword Research
• Setting objectives
and KPIs
• Calendar Planning
• Ideation
• Production and
Development
• Management of
Owned Channels
• Paid – Search, Social
and Amplification
• Earned - Blogger and
Publication Outreach
• Sales/ROI
• Engagement
• Ranking/SEO
iProspect’s Content Offering
Research
&
Strategy
Content
Creation
Amplification/
Distribution
Measurement

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Join us on our mission!
To cut through the content clutter and create intelligent
content you can be proud of! …Creative ideas, produced
with excellence, that exceed objectives.

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“Content Marketing and the Digital Dinosaurs”
by:
Frances Deighton
Content Director at iProspect, Sydney
@franny_dee
frances.deighton@iprospect.con

Content Marketing and the Digital Dinosaurs

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