Content marketing has become widely popular in 2013. But is content really King? Does content matter if it doesn't reach and convince your target audience? Read more on www.sociallyvisual.com

1. Content Marketing
AN INTEGRATED APPROACH
Truus Heremans
@trooogle

2. 2013: The year of content?

3. Today, consumers are
savvier than ever

4. Carrying out extensive research
… before making online
purchase decisions

5. Today’s consumer
Promotional
messages
Traditional one-way
communication

6. Today’s consumer
Wants to be
educated
Marketing that
‘does’ something
Information discovery
and sharing

7. Traditional marketing talks at
people. Content marketing
talks with them.
(Doug Kessler, Creative Director & Co-founder of
Velocity)

8. Google Updates
! Genuinely ‘earn’ attention and visibility
! Adding value for your visitors = Google’s
Golden Rule
! Highly relevant and useful content, that
answers their problems/needs

9. By helping your visitors meet their goals,
engaging them in a way that they would be
happy to link to and share your content

10. What happens online….

11. Today’s Internet world
! Ever-growing
amount of
information
! Continuously
increasing number
of channels and
technologies

12. How do we attract and keep
users’ attention?

13. We need to…

14. What is Content Marketing?
≠ simply creating more content
≠ not just another SEO tactic
≠ poorly informed blogger outreach

15. What is Content Marketing?

16. What is Content Marketing?
meaningful and customer-oriented
information
useful and engaging for your specific
audience groups
encourages them to consider you over a
competitor

18. Quality > quantity
Content marketing goes beyond writing a blog
post and publishing…
How do you get anyone
to read your content?

19. What is ‘quality content’?

20. Why users stop following brands online…
Source: ExactTarget, 2011

21. To effectively reach your target
groups, your content should be…
! Relevant and useful
! Add value
! Unique
! Have a clear business purpose
! Simple/easy-to-understand
! Engaging
! Personal
! Easy to find/share

22. Content is an important part of
every online campaign

23. But is Content ‘King’?
Well, not exactly…

24. Content is an important tool to tell your
stories, reach your customers and
convince them of your

25. But what is your content if nobody
knows of it, if nobody is able to find it, or
if they manage to find it also share it?

26. Content isn’t the goal

27. We need to tear down the
Marketing Silos

28. Reach and engage your
target audience
https://twitter.com/kevgibbo

29. An ‘Integrated Approach’

30. Make sure all content is
optimised for SEO

31. Social Media
! To identify key influencers
! To identify content needs
! To increase reach of your content messages
! Set up Google Authorship
! Make all content shareable

32. Focus on visually engaging content
“90% of information
transmitted to the brain is
visual, and visuals are
processed 60,000X faster in
the brain than text”
(source: 3M Corporation and Zabisco)

33. PR
! Creative content is
your best PR
outreach
! Leverage PR
agencies

34. Analytics
! Identify your most
popular content
(liked, shared,
traffic)
! Seasonality
! Social referrals

35. Paid
Use paid search to drive traffic to a
piece of content

36. The Digital Team
An integrated whole is bigger than a
simple sum of all its parts…

37. Get in touch
! Twitter: @trooogle
! Google+
! LinkedIn: be.linkedin.com/in/truusheremans
! Pinterest: http://pinterest.com/sociallyvisual
www.sociallyvisual.com