Content Marketing walthrough
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Describing the content marketing process and how a business can leverage content marketing to achieve success online. Given at the Institute of Directors summer conference.
![Crafted
PRESENTATION
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exercise skill in making (something):
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Ian Miller
Search Director](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Content Marketing walthrough
- 1. Crafted PRESENTATION THINKCONTENT Marketing in the digital age
- 2. Crafted PRESENTATION verb [ with obj ] exercise skill in making (something): he crafte d the chair lo ving ly | (as adj. crafted) : a be autifully crafte d o bje ct. Ian Miller Search Director
- 3. Crafted PRESENTATION Who are we? • Integrated full-service digital agency • Head office based in Ipswich • Delivering successful campaigns since 2005 • Award winning work • An expanding team of 40 digital experts
- 4. Crafted PRESENTATION What we do WE DESIGN Websites Apps Software Brands WE BUILD Websites Apps Software eCommerce WE PROMOTE Search Marketing PR Online Advertising Content Marketing
- 5. Crafted PRESENTATION What is the digital age?
- 7. So urce : Pe w Re se arch Ce nte r
- 9. Crafted PRESENTATION Source: http: //www. g uardian. co . uk/m e dia/abcs We’re moving online
- 15. We are not alone Crafted PRESENTATION
- 16. $400 million bet Source: http://contentmarketinginstitute.com/2012/01/coca-cola- content-marketing-20-20/ Crafted PRESENTATION
- 17. SPENT $2.5 BILLION ON CONTENT MARKETING TECHNOLOGY IN 18 MONTHS Source: http://contentmarketinginstitute.com/2013/03/content- marketing-disruptors-2013/ Crafted PRESENTATION
- 18. 40% REDUCTION IN PRINT ANDTV ADVERTISING “Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it,’” “Connecting today is a dialogue.” Nike CEO Mark Parker Source: http://www.fluffylinks.com/nike-digital-marketing Crafted PRESENTATION
- 19. GAWKEREXPECT TOMOVE AWAY FROMBANNER ADVERTISING WITHIN 2 YEARS 18.6 MILLION MONTHLY READERS Source: http://www.businessinsider.com/gawker-e-commerce-sponsored- content-2012-5
- 20. Crafted PRESENTATION What is this “content”?
- 24. Content is intended to be consumed or Crafted PRESENTATION
- 25. Crafted PRESENTATION But can it make a difference to my business?
- 26. 73% OF PEOPLE prefer to get information about an organisation in a collection of articles rather than in traditional advertisement Source: http://engage.tmgcustommedia.com/2011/07/content- marketing-stats/ Crafted PRESENTATION
- 27. 61% OF PEOPLE feel better about a company that delivers custom content and are more likely to buy from that company Source: http://engage.tmgcustommedia.com/2011/07/content- marketing-stats/ Crafted PRESENTATION
- 28. Blogs are TWICE AS LIKELY as magazines to have inspired a product purchase over the last six months Source: http://www.contentplus.co.uk/marketing- resources/infographics/anatomy-of-content-marketing/ Crafted PRESENTATION
- 29. And yet… The average time spent on a webpage is 25 seconds On average, visitors only read around 20% of content One in five visitors leave a site within 5 seconds Crafted PRESENTATION
- 33. A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. Wayne Gre tsky Crafted PRESENTATION
- 35. Crafted PRESENTATION Examples of great content
- 36. Let’s look at the exciting stuff Crafted PRESENTATION
- 41. Crafted PRESENTATION rcs.seerin teractive.com /m on ey Crafted PRESENTATION
- 42. Crafted PRESENTATION rcs.seerin teractive.com /m on ey Crafted PRESENTATION
- 43. ONE RACE, EVERY MEDALIST EVER n ytim es.com /in teractive/2012/08/05/sports/olym pics/th e-100-m eter-dash -on e-race-every-m edalist-ever.h tm l Crafted PRESENTATION
- 44. Crafted PRESENTATION n ytim es.com /in teractive/2012/08/05/sports/olym pics/th e-100-m eter-dash -on e-race-every-m edalist-ever.h tm l Crafted PRESENTATION
- 45. How about the rest of us? Crafted PRESENTATION
- 46. Crafted PRESENTATION taxassist.co.u k/resou rces/sh ow-article/title/May-Day-Tax-Retu rn -Pen alties/id/23
- 47. h ttp://blog.crafted.co.u k/blog/2013/4/18/brigh ton -seo-crafted-takeaways.h tm l Crafted PRESENTATION
- 51. It doesn’t have to be difficult Crafted PRESENTATION Crafted PRESENTATION
- 54. Crafted PRESENTATION What makes great content?
- 56. One size doesn’t fit all Crafted PRESENTATION
- 57. Think “how” rather than “why” Crafted PRESENTATION
- 59. BE THE CUSTOMER, NOT THE COMPANY Crafted PRESENTATION
- 61. DON’T BE LAZY Either write something worth reading, or do something worth writing Be njam in Franklin Crafted PRESENTATION
- 63. Crafted PRESENTATION Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: hello@crafted.co.uk London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk Thank you Any questions?
Editor's Notes
- Hope you’re all refreshed and caffeined up as we head into the home stretch Excellent talks this morning on change, so this talk will cover changes in the marketing, particularly digital that are going on at the moment. Digital is all around us Will cover how can your business use and produce content that stands out
- I’m Ian Miller – Search Director at Crafted Crafted by name because we specialise in bespoke digital solutions No concept of off the shelf package
- Based in Ipswich Have grown to 40 staff, spread across all disciplines
- Quite simply Design > Build > Promote I lead marketing function
- Enough about me What is the digital age Is it just adolescents buried into their iPhone all the time, or is it something bigger?
- Anyone in a marketing function now will be familiar with the aspects covered here
- The media channels people are using are changing Graph shows digital’s year on year growth compared to other media, startling trend Consumers are moving away from traditional channels, and your business needs to consider that
- This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine trade Daily Mail has under 2million circulation in print now So is this terminal?
- The Daily Mail, with 2 million print circulation currently gets around 7,000,000 unique visitors a day More time is spent on mobile media by adults, than they do on newspapers and magazines combined This change also reflects how people are consuming media, what they respond to. Long editorials don’t work as well as short snappy interesting tidbits online.
- So we’re here, Digital is acknowldged to be important How is digital marketing different? How should our marketing adapt?
- Bad marketing is bad marketing To be good is harder now, to be great even more difficult The old saying when cable arrived of “There’s 100 channels and nothings on”. In digital you’re one of 1000s or millions of websites and brands, you need to stand out.
- This is the difference In a magazine you need to turn the page Advertorials which don’t add value Overly promotional messages
- Ultimately, this is the key message from me If you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move on If you can get them interested in what you’re saying, not who you are, then you have engagement 7 MINUTES
- And I‘d add “ In promoting content in the digital age…” But as a X-files geek I wanted this slide in
- One of the most widely reported moves to content was Coke Such a big deal they produced two videos to explain what they want to do which are well worth watching, the links will be in the slides and available afterwards “ User generated brand stories outnumber our own in every product category” We need to move away from the 30sec TV spot Away from broadcast and into engagement
- B2B technology company that everyone know from the perpetually updateing Reader This is big, this is them saying that they need to be focussing on content as a channel
- Any runners in the room? Do you use Nike+? These were all FMCG brands though, the big boys, are there any other companies we should listen to
- Want to remove advertising Going to partner / sponsored content A sponsored post on Gawker might garner 75,000 views
- It’s your website Your blog Your downloads Your videos
- It’s your news Your apps Your photos Infographics
- Social media is content People on social share “something” Could be photos of their children, news story or video 72 hours of video are uploaded to YouTube every minute 25% of global YouTube views come from mobile devices
- Ultimately content is like food, it needs to be there, but the quality varies wildly Too many time it’s “that’ll do” “write some content for the website”
- So we’re saying you need to consider where budgets are going We’re saying you need to be doing more than the basic MacDonalds content or fast, cheap, convenient. 15 minutes
- Could be reviews At a CIM talk a couple of weeks ago and was speaking on content to drive conversions. Gentleman annecdote dishwasher Appliances direct video
- People are influenced by people, their friends, who they associate with or who they aspire to be Advice for buying a bike That connection, online, is often
- These stats are quite scary Just spent all this time telling you how important it is then this comes along!
- Iphone Amazing, screen, photos, ease of use Now I complain if it only holds 5000 songs and 10 full length HD movies, that I can have a HD skype call with my daughter from the other side of county over the air “and it’s a little slow”
- Content is the same If you are producing the same standard fair, you’ll be at that end of the range
- Simple, really!
- The puck is content norms Blogs News articles Where it’s going are Graphics Video stories Interactivity
- Has “content” moved on? eBook PDF – Printing document format White paper All these are good, if you aren’t doing any of them at least do this, but that’s nor remarkable anymore
- 18 minutes
- That was pretty exciting wasn't it? 8 millions people watched it live on YouTube Red Bull over 32 million fans on Facebook Perfect with their brand of extreme, flying airplanes through gates in central london or other extreme sports
- 22 minutes
- Reached 75,000 accounts on Twitter Nearly 100,000 impressions
- 30 minutes
- People have problems they want to solve, not products they want to buy
- People’s first contact with your brand Lazy shop attendent