James Moffat, The Organic Agency Digital impact conference www.charitycomms.org.uk/events

1. CONTENT MARKETING – FUTURE OR FAD?
James Moffat | @growwithorganic
July 2013

3. If 2012 was the year of mobile, 2013 is most definitely
the year of content marketing.
In the year 2013, marketers will break through with
innovative content-marketing strategies.
…The incredible emphasis being placed on (content
marketing) these past six months - not to mention the
rising investment in this area - puts it at the top of the
trends list.

4. GOOGLE INSIGHTS: „CONTENT MARKETING‟

7. WHAT IS CONTENT MARKETING?

8. SO WHAT IS IT?
Content marketing is a marketing 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

9. • It is aimed at the user to enhance their experience in your area of
expertise
• It is not targeted at selling at the point of sale
• Content is a value exchange between you and the consumer
• Content marketing has value in its own right
• A focus on owned and earned media, not paid media or advertising
FEATURES OF CONTENT MARKETING

13. “This shouldn‟t be the Damascene moment
it appears to be for so many businesses”
Ashley Friedlein, Econsultancy CEO

15. It‟s a spade.
Not an earth relocating implement.

16. OUR SURVEY SAID…

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

18. Why is content a big deal now?

19. MEDIA FRAGMENTATION &
DEMOCRATISATION

20. “The digital revolution has not just arrived,
it has well and truly settled in.
Traditional communication channels have
mutated, fragmented and diversified to create
a spectrum of media experiences that give
consumers unparalleled options and
freedom of choice.”
Kate Connolly, Universal McCann London

23. Digital channels are like kids… fun to play with, but the more you have,
the more there is to do – and as they develop… they start to talk
back…

24. “A genuinely always-on approach to marketing
isn‟t powered by channel expertise, it‟s
powered by content. Taking a „single of content‟
means an editorially-driven approach, a content
calendar and more than just copy to keep
people interested over time.”
Robin Bonn, Seven

25. CONVERGENCE

26. The rise of „content marketing‟ has also been fuelled by the realisation
that actually a lot of the success of, say, SEO or social media or email
marketing or most forms of marketing, isn‟t about “doing more SEO” or
“investing in social” but is about creating great content that people will
want to read, link to, talk about and share.

28. WE ARE CHANGING…

29. FROM GEN Y TO GEN C -
We live in a time when brands are people and
people are brands

32. Beyond content -
What is great content marketing?

33. YOU HAVE TO HAVE A CONTENT
STRATEGY

34. Having creative advertising and using commercials to
draw in an audience has worked for Coca-Cola for
many years. However, the landscape has been
rapidly changing and consumers want more than just
a
30-second advertisement. As the first video explains,
Coca-Cola is moving from “creative excellence” to
“content excellence.”
COKE AND CONTENT

35. Coca-Cola calls this high-quality content “liquid
content.” They explain it as content that is “so
contagious, it cannot be controlled.”
To move into content excellence, Coca-Cola wants
to use conversations. They want to create stories
that are dynamic and can be expressed through
“every possible connection.” This relies on quality
content, and technology to power highly relevant
content delivery to every channel.

36. Coca-Cola‟s 70/20/10 plan:
• 70 percent of their investment will be “low risk”
• 20 percent of content will be innovative and
engaging
• 10 percent is their “high risk” content

38. Why?
• Distribution of creativity
• Distribution of technology
• Demand drive culture
• Double business size in the next 10 years

39. People expect more…

40. 53% of UK public heard about this

43. CONTENT MUST BE SHAREABLE

46. Outcomes:
• Letter composed to support
video campaign
• Asset created by The Organic
Agency
• Shareable image distributed on
social media
KPIs:
• Reach and engagement on
social media
• Traffic to website
• Petition sign ups

47. People are your channel

48. WITH A CONTENT FOCUSED APPROACH –
INTEGRATION JUST HAPPENS

49. “The traditional agencies‟ promise of
„integration‟ just hasn‟t been met - a seamless
customer experience and narrative might be
achieved around a single campaign, but not
from the brand‟s wider point of view. These
jarring disconnects mean that consumers are
still unengaged and frustrated.”
Simon Bonn, Seven

51. Learn to COPE
Create once – publish everywhere

52. MULTIFORMAT

55. STANDARDISING INFORMATION
• Title
• 140 character version
• An introduction
• A long description
• Links to other related media

56. EVERGREEN CONTENT

57. EVERGREEN CONTENT
All you need to emulate this is vision and common sense:
• Find something your target audience wants
• Give it to them
• Keep the content fresh with regular updates and improvements
• Listen to user suggestions and make changes accordingly
• Listen to user suggestions about other resources they might find
useful and create them
• That's a content strategy that is likely to keep me busy for the next
few months and generate excellent results

58. Dynamic publishing

59. ORGANISE YOUR TEAM

60. USE TECHNOLOGY

63. AUTOMATED DIGITAL MARKETING

64. AN INTEGRATED TECHNOLOGY LAYER –
WITH SHARED DATA

65. SEGMENTS OF ONE

66. You need to measure what you are doing

67. Charities are full of great content
It‟s turning these into shared experiences

69. From stories to experiences

70. The key to effective
digital marketing is creating
shared experiences through
compelling content

71. Take a seed of an experience –
grow it into different elements – feed it

72. Give it resource –
give it time and nurture it

73. THANK YOU
0845 869 7654 | theorganicagency.com