How To Make More Money With Creative, Customer-Focused Content Marketing
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How do you make your customers the hero of your content marketing?
![What Are We Learning Today?
@moxieingreen #FullStack15
• What is Content Marketing?
• What does a Content Marketing software company do?
• How do we know Content Marketing works?
• How do you build lasting relationships with your customers?
• How do you make your customer the hero of your content
marketing?
• How Do You Create Content For Your Customers? [Case Study]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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How To Make More Money With Creative, Customer-Focused Content Marketing
- 1. How To Make More Money With Creative Customer-Focused Content Marketing @moxieingreen #FullStack15
- 2. What Are We Learning Today? @moxieingreen #FullStack15 • What is Content Marketing? • What does a Content Marketing software company do? • How do we know Content Marketing works? • How do you build lasting relationships with your customers? • How do you make your customer the hero of your content marketing? • How Do You Create Content For Your Customers? [Case Study]
- 3. What Is Content Marketing? @moxieingreen #FullStack15
- 4. What Is Content Marketing? @moxieingreen #FullStack15
- 5. There’s been a fundamental shift in the way we create, consume and share content. 4.5 BILLION pieces of content are shared every day 1.8 BILLION photos are uploaded and shared 700 MILLION snapchats are sent 500 MILLION tweets are posted @moxieingreen #FullStack15
- 6. @moxieingreen #FullStack15 former Chief Creative Officer at J. Walter Thompson
- 7. @moxieingreen #FullStack15 You’re more likely to be struck by lightning than click a banner ad. (Business Insider, 2011)
- 8. What Does NewsCred Do? @moxieingreen #FullStack15
- 9. @moxieingreen #FullStack15 NewsCred provides brands with the content and technology they need to power the entire customer experience.
- 13. I built NewsCred’s content and social strategy from the ground up. In the past 18 months we’ve… • Increased content production 60% • Increased traffic 270% • Increased our social following 20X @moxieingreen #FullStack15
- 14. How Do We Know Content Marketing Works? @moxieingreen #FullStack15
- 15. …it directly influences purchase decisions. Consumers engage with 11.4 pieces of content prior to making a purchase.11.4 85% of consumers regularly seek out trusted expert content when considering a purchase.85% Nielsen 2014, Forrester 2015 By a factor of 3 to 1, B2B buyers want to self- educate themselves by going to sellers’ websites to learn about offerings and make purchase decisions. 3:1 @moxieingreen #FullStack15
- 16. 3xBrands who focus on connecting with their customers on an emotional level have a growth rate triple that of their competitors. Jim Stengel, Proctor & Gamble, 2008 The fastest growing brands all have something in common… @moxieingreen #FullStack15
- 17. How Do You Build Lasting Relationships With Your Customers? @moxieingreen #FullStack15
- 18. Investing In Our Clients’ Success @moxieingreen #FullStack15
- 19. Investing In Our Clients’ Success @moxieingreen #FullStack15
- 20. Investing In Our Clients’ Success @moxieingreen #FullStack15
- 21. Customer Summits 2014: 40 customers • Half day session followed by a half day of industry talks open to the public 2015: 161 customers • Full day of hands on feedback with executive team and product managers • Strategy sessions with NewsCred experts • 9 testimonial videos @moxieingreen #FullStack15
- 22. Practice Random Acts Of Swagness @moxieingreen #FullStack15
- 23. Practice Random Acts Of Swagness @moxieingreen #FullStack15
- 24. How Did We Do This? - We doubled down on Customer Summits - We hired a Customer Marketer @moxieingreen #FullStack15
- 25. Why Did We Do This? • Increasing customer retention rates by 5% can increase profits by 25-95%. @moxieingreen #FullStack15
- 26. Get To Work • 63% of CEOs see rallying their brand around the customer as one of the top three investment priorities this year, and 90% are committed to strengthening customer engagement programs. • Only 12% of B2B marketers said that they had teams in place to execute a holistic customer experience strategy. • 48% of marketers are only moderately confident in the ability of their organizations to reach and engage customers. @moxieingreen #FullStack15 CMO.com
- 27. Great Marketing Is Great Storytelling… @moxieingreen #FullStack15
- 28. Who Is The Hero of Your Story? • You/Your Team • Your Brand • Your Product • Or… @moxieingreen #FullStack15
- 29. @moxieingreen #FullStack15 “Take your brand out of the story…make your CUSTOMERS the hero…” Ann Handley, Head of Content, Marketing Profs
- 30. How Do You Create Content For Your Customers? @moxieingreen #FullStack15
- 31. @moxieingreen #FullStack15 Effective content marketing isn’t about reaching MORE people. It’s about reaching the RIGHT people. And using data-driven insights to reach the right people at the right place and the right time.
- 33. How Do You Create Content For Your Customers: SEO Keywords @moxieingreen #FullStack15
- 34. How Do You Create Content For Your Customers: SEO Keywords @moxieingreen #FullStack15
- 35. How Do You Create Content For Your Customers: SEO Keywords @moxieingreen #FullStack15
- 36. How Do You Create Content For Your Customers? @moxieingreen #FullStack15
- 37. How Do You Create Content For Your Customers? Talk To Your Customers (Or The People Who Talk To Them) @moxieingreen #FullStack15 • Sales • Social Media • Strategy/Agency
- 38. Listen To Your Customers: Millennials @moxieingreen #FullStack15 • 60K+ pageviews • Our first content marketing “viral hit”
- 39. @moxieingreen #FullStack15 Listen To Your Customers: Millennials
- 40. @moxieingreen #FullStack15 Listen To Your Customers: Millennials
- 41. @moxieingreen #FullStack15 Listen To Your Customers: Millennials
- 42. @moxieingreen #FullStack15 Listen To Your Customers: Millennials
- 43. @moxieingreen #FullStack15 Millennials Webinar: -3035 sign ups -1.5M social impressions Millennials Blog Content: -100K+ pageviews Millennials White Paper: -2085 Downloads Listen To Your Customers: RESULTS
- 44. @moxieingreen #FullStack15 Millennials Content Results In First Year: • 3337 Leads • 49 Meetings • 3 Opportunities Listen To Your Customers: RESULTS
- 45. How Do I Make My Customer The Hero Of My Content? Case Studies Blog Posts that address their wins and challenges Videos featuring your customers @moxieingreen #FullStack15
- 46. How Do You Keep Readers Engaged? @moxieingreen #FullStack15
- 47. Why Are We Doing This? @moxieingreen #FullStack15
- 49. I Just Woke Up, What Do I Need To Remember? • Effective Content Marketing isn’t about reaching MORE people, it’s about reaching the RIGHT people. @moxieingreen #FullStack15 • Think creatively about how to build customer relationships. • Every story has a hero – make YOUR brand’s story about your customers.
- 50. I Just Woke Up, What Do I Need To Remember? • Use your content to answer customer questions. @moxieingreen #FullStack15 • When you have a hit, test and iterate to replicate success. • Customers who read your content will spend more money and are less likely to churn!
Notas del editor
- Content marketing is the only marketing left Content marketing is customer marketing
- Content marketing is the only marketing left Content marketing is customer marketing
- Namely, one of the biggest transformations is the fundamental shift in the way we create, consume and share content. Every day, over 400 billion pieces of content are shared. Over 700 million snapchats are sent. This sheer speed and scale of content creation and distribution has drastically changed from even a year or two ago.