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How to get Content Marketing Right
- 1. How to get content marketing right How to Get Content Marketing Right Adrian O’Farrell
- 2. How effective is it really?
- 4. A study by Aberdeen Research Group of those marketers who used a content marketing approach versus those who didn’t revealed a startling difference in key website conversion metrics.
- 7. • April 2012 – 7,430 visits/month
- 12. That’s an increase of 13,359% in monthly traffic to website in 18 months
- 15. That’s an increase of 40,277% in monthly traffic to website in 30 months
- 25. CoreHR
- 26. Website visits up 114% yoy Leads up 418% yoy Customers up 297% yoy Organic traffic up 78% yoy
- 29. Sloth
- 33. Sloth Lust
- 34. Don’t ‘Lob the Gob’
- 35. SlothEnvy
- 38. Wrath
- 40. SlothGluttony
- 41. 7 Deadly Sins of Content Marketing So you want a piece of the pie?
- 42. 1. Senior level buy in – make sure they know what and why 2. Make it easy – embrace automation software like Marketo or HubSpot, so you’re not relying on I.T. 3. Mix it up, with a variety of people on your content team and in your brainstorms 4. Banish silos and keep your efforts integrated & multi-channel
- 43. 6. Make the space and time to get it done right. Resource up – don’t get the marketing department to do it as ‘just another thing to do’. 7. If you are reliant on a subject matter expert, make it easy for them 8. If looking for an agency, make sure they have proper content marketing experience
- 45. Content marketing is a long game. Persevere!
- 46. Some extra tips: 1.Develop and test personas 2.Don’t rely solely on Analytics – cross- reference 3.Use CTAs! 4.Test out your content ideas 5.Allow your content time to grow 6.Content is nothing without amplification and distribution
- 47. THANK YOU! Karen Hesse Managing Director karen@256media.ie 01 707 6020 Adrian O’Farrell Head of Client Services Adrian@256media.ie 01 707 6032 2nd Floor, The Mill, Greenmount Avenue, Harolds Cross. Dublin D12 256media.ie
Notas del editor
- Well…it depends.
- Yet, in our 2015 survey of the state of content marketing in Ireland, Irish marketers gave the effectiveness of their content marketing at just 3.05 on a 5 point rating scale Best in class is better again – Aberdeen broke those that used content into leaders (35%) and followers (65%) – Leaders achieved avg 15.4% v 1.6% growth i.e. 8.6 times the growth rate. Still better are those that align their content to the buyer journey – 58% better performance than ‘Best in Class’ in terms of cost per lead
- 43,000 caregivers Objective: building a trusted brand at local, regional, national, international. Think Mayo Clinic, which they were not. They were operating in a business where you cannot create demand. People are either sick or they are not.
- So it can work extremely well. However, there will be 5 times as much content out there by 2020 as there was last year. So success isn’t guaranteed. Warning! So what are the big things to avoid? Introducing the… seven deadly sins of content marketing!
- Greed – it’s going to be 6 months before you see much but then you’ll see a +30% premium It’s about helping the customer - be generous Moz – 7.5 visits before a free trial
- Sloth – not hitting deadline and maintaining regular posts when they should be regular This can be because it’s shared around so much – have an owner responsible – that is insisting on the deadline And be diligent about measuring what you are doing
- 53% have a team member responsible for content 48% measure return on investment – Greg will include some tools for doing that
- Sure you’re proud of your product and what you have done. But, Pride, in the form of talking about yourself too much is breaking the first rule of content
- Sure you’re proud of your product and what you have done. But, Pride, in the form of talking about yourself too much is breaking the first rule of content. “Just as Nesquik transforms milk into rich, chocolatey deliciousness, the Nesquik Bunny makes ordinary moments extraordinary by adding a little mischief and fun,” the brand says in a press release. “That’s why he encourages people to make his trademark bunny ears in photos with unsuspecting family and friends – and there’s no better time for this lighthearted prank than National Bunny Ears Day.” This is just making up crap in order to make a tenuous link to talk about yourself. A lot of money spent but nobody engaged with it.
- Don’t Lob the gob!
- Envy – copying someone else’s work, it’s about you, so make sure it’s on your strategy. Which is my roundabout way of saying ‘have a strategy – research shows that those with a documented content strategy feel they are more effective at it’
- Wrath – clickbait will incur the wrath of your audience, don’t do it How can you actually help your persona?
- Facebook surveyed users and found that 80% preferred links with headlines that helped them understand what an article was actually about. As a result, Facebook is making a change. Facebook says that over “the next few months,” distribution of this type of content will be negatively impacted. It’s not clear when this will begin or if it already has.
- 7. Gluttony – have one clear focus on what you’re doing, not trying to do all things – what is your one key metric? If it’s awareness, then focus on that
- Let’s start by looking at the seven deadly sins of content marketing.
- Content Survey Biggest problem is lack of time, followed by finding the right people