A presentation about the relationship between digital content marketing and E Commerce in the Sales Funnel online by Zaheer Nooruddin, regional vice president Asia Pacific at Waggener Edstorm Studio D
5. Guiding Principles of Creating Digital Content in the Age of Social Media and E Commerce
Guiding Principles of Creating Digital Content in
the Age of Social Media and eCommerce
22. CASE STUDY
“Conversations and Communities” team of 40 and
they have several blogs, including a direct to
consumer blog and several special interest blogs
and engage in almost every major social media
channel
Some other highlights
• Over 65 corporate Twitter accounts
• More than 400,000 followers
They do promote on Twitter e.g.
“15% off any Dell Outlet Inspiron 15 – 1545 laptop.
Enter code at checkout: S2?70S6LK1VWVS – only at
http://bit.ly/SM28A
– exp 8/315:05 AM Aug 28th from CoTweet”
Have sold over $3 million in sales via Twitter
23. CASE STUDY
“Marketing People Love”
http://www.hubspot.com/
WHAT : WebsiteGrader.com tool
Marketed exclusively through social
media
450,000 leads
2-4% of qualified leads convert to
customers
HOW : Hired an intern to post its software
tutorial videos on YouTube. “We
didn’t promote them at all, and we
started to get over 10,000 views a
month of those videos up on
YouTube”
OUTCOME: “A combination of social
media, SEO, and blogging is by
far the highest ROI of any
marketing out there.”
$84 cost per lead versus $220 for
traditional marketing
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Average cost per lead with a content/social
media marketing blend is 60% lower than
traditional outbound marketing.
25. 1 2 3 4
Content Focus Content Type Posting Frequency Content Calendar
26. 20% of content should be
"OPC" — other people's
content. That mandates a
willingness to allow user-
generated content on social
channels you manage, such
as a Facebook page. This
gives your customers a
sense of ownership in the
conversation and serves to
foster trust.
70% of content should focus on your 10% of content should be
customers' interests and needs. This can be promotional. If you are
accomplished through how-to tips, answers willing to focus 90% of your
to frequently asked questions, and links to content on others, then,
helpful resources. Ask yourself, "Would I hopefully, no one will
find this content helpful?" If the answer is complain when 1/10th of it
yes, then it's probable others will too. calls attention to your
products and services.
30. • Special reports
• eBooks
• Guest blog posts
• Blog posts
• Web pages
• Social media posts
• Landing pages
• eBooks going into detail • Brochures
(People rarely want to do • Case studies
it themselves, but it • Special reports or
answers their questions white papers
about what you’ll do for • Product
them) comparisons
• Webinars with special highlighting features
offers to attendees and benefits
• Blog posts that link to • FAQs
purchase device
31. Don’t publish junk. Better to be quiet than to queer the signal-to-noise ratio.
32. Brands taking the
social networks into
their sites rather than
just pushing content to
them.
"Orbital Content" -
taking all of the places
you are appearing on
the web and putting
them in one bucket –
driving to ecommerce.
Search engines increasingly favor Social Signals and Blended Results (multimedia). Keyword
optimize your content towards commerce across all channels.
33. Paid Promotion – the best branded content should be used to extend content lifecycle.