These are the Wolfgang Digital slides from the Irish Internet Association event on content marketing (16 May, 2013).

1. @WolfgangDigital
Alan Coleman - CEO
Siobhan McGinty – Content Marketer

3. I’m Excited

4. Refresh
Content Marketing refers to the creation and distribution of
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

5. Ask The Audience

6. Are you:
1. A complete Content Marketing Newbie
2. Already gotten started
3. Expert

7. Who’s a Search Marketer

8. Content Marketing or Inbound Marketing

9. 6 Reasons Why Content Marketing is a
Marketing Must

10. 1/ Google Loves It!

11. 2/ Most Complete Marketing Strategy
Available

12. The Purchase FunnelTraditional
& Display Search
Content
Marketing

13. 3/ Profit
U CAN CHARGE MORE!!!
Online Retail will kill customer loyalty???
Heuristic Decision Making

14. People Will Pay More For Products
They Love

15. Inbound Marketer

16. Search Marketer

18. 4/ Retention
It costs 5 times more to get a new customer than
to keep an existing one

19. Maximise Opportunity From Existing
Customers

20. 92% of people trust recommendations from friends and family
above all other forms of advertising when making a purchase
decision.
Global Trust in Advertising - Nielsen

22. 5/ Amplify Your Voice

23. 6/ The End of Media Spend

24. In the future, media spend will be the price a business pays, for
not capitalising on the content marketing opportunity.

25. Our Experience

26. Wolfgang Digital’s Six Content
Marketing Commandments

27. 1. Understand the differences
between Evergreen and Real-Time
content

28. Evergreen Content
Relevant today, tomorrow, next week, next
month, next year…maybe even five years!

29. So you don’t believe this is
possible…?
Check out @JeffBullas on Twitter…
…and Hubspot!
70% of Hubspots leads come from OLD blog
posts!

30. Examples of Evergreen Content
• “How to” guides and tutorials
• Resource lists
• Frequently Asked Questions

31. Real-Time Content

32. 2. Existing Content Shall be
Recycled & Repurposed

33. Recycled Content
This presentation will be shamelessly recycled in three
ways:
- Wolfgang Blog
- Wolfgang Slideshare
- Wolfgang Newsletter

34. Repurposed Content

35. 3. Differences Between Your Target
Audience & Target Market Shall Be
Understood

36. For Example…
Much of our work comes from recommendations
from within our business community

37. 4. You Shall Be There For Your
Audience

39. If People Speak To You on Social
Media…
…REPLY!

42. It’s Worked For Us…
• Sage.ie guest blog post
One day, Beatrice said
something interesting. I
Retweeted, Replied and
wrote a blog post inspired
by it. I acknowledged her
in the post. She shared it
with her social network
when I published it…

44. Ranking!

45. Why Guest Blogging Was Great!
• Web traffic
• Social following
• It spoke directly to our target
audience AND target market
• SEO
• Mutually beneficial relationship with Sage

46. 5. A Content Calendar Shall Be
Created & Adhered To

48. Why Content Calendars Are Great
• Keeps you organised and efficient
• Curb Writers Block
• Great for teamwork
• Measurement

49. 6. You Shall Measure Your
Content Marketing Efforts

50. Measuring Content Marketing
• Website Factors
• Ranking Factors
• Social Factors
• Leads

51. And don’t forget to optimise!

52. Excited?

54. Sign up for our newsletter:
www.wolfgangdigital.com/blog
@wolfgangdigital
alan@wolfgangdigital.com
siobhan@wolfgangangdigital.com