It is an interactive session where we will take a good look at how content is no longer a luxury in the marketing mix, it's gone from a nice to have to a must-have and this is mostly due to the fact that consumers have changed. Literally, the way a human being's brain is wired today (mostly because of technology) compared to the way it was wired say 10-20 years ago will astound you, and what this means is that your customer now has expectations that you need to learn to meet in order to have success in marketing and most especially digital marketing. We will explore how the Information age has shifted our priorities and is shaping our economy - all this will link back to how digital content can bring you results - complete with case studies.

1. Seanice Lojede
CHIEF EXECUTIVE OFFICER,
BLU FLAMINGO DIGITAL
JOHANNESBURG ~ OCTOBER 30 - 31, 2019
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
Content Marketing
Master Class
MASTERCLASS

2. THE NEW NOW IN
CONTENT
MARKETING FOR
RESULTS

3. DIGITALMARKETING
ENGINE
DIGITALLANDSCAPE
REPORTING
SUMMARY
CASESTUDIES
BUYERPERSONA
CONVERSIONFUNNEL
9STEPPROGRAMME
STRATEGY

5. STRATEGY

6. Business leaders often
choose tactics before
strategy.

7. The digital equivalent
of this.

8. Companies often say they want a great website
with lots of visitors. Lots of followers on social
media. To be number one in Google….
Get noticed by the
people who matter
So they can
generate leads
Make more money And grow their
businesses
But what they really want is to….

9. DIGITALLANDSCAPE
REPORTING
SUMMARY
CASESTUDIES
BUYERPERSONA
CONVERSIONFUNNEL
9STEPPROGRAMME
DIGITAL
MARKETINGENGINE

10. So.. How do you build a digital marketing
engine

11. 1. Smart
Goals
2. Buyers
Persona
3. Content
Mapping
4. Offers
5.
Conversion
Path
6. Digital
Marketing
Tactics
7. Closed
Loop
Reporting

12. REPORTING
SUMMARY
CASESTUDIES
BUYERPERSONA
CONVERSIONFUNNEL
9STEPPROGRAMME
STRATEGY
DIGITALMLARKETING
ENDSCAPE

15. Mass
Marketing
Segment
Marketing
Hyper-Personalized
Conversations
Relationship
Marketing
AI/Predictive
Marketing
1950 1960 1970 1980 1990 2000 2010 2020 Beyond
ADIFFERENT ERAREQUIRESANEWAPPROACH

16. BUT WHY IS IT SO HARD - IN BRIEF
The top 5 top barriers to organization-wide digital transformation: Legacy Systems

17. BUT WHY IS IT SO HARD - IN BRIEF

18. BUT WHY IS IT SO HARD - IN BRIEF
The top 5 top barriers to organization-wide digital transformation: Organizational Silos

19. BUT WHY IS IT SO HARD - IN BRIEF
The top 5 top barriers to organization-wide digital transformation: Lack of Change Management

20. BUT WHY IS IT SO HARD - IN BRIEF
The top 5 top barriers to organization-wide digital transformation: Poor Leadership Engagement,
Risk Aversion.

21. The New Now in
Content strategy:
two non-negotiables….

22. The buyer persona and the funnel

23. REPORTING
SUMMARY
CASESTUDIES
CONVERSIONFUNNEL
9STEPPROGRAMME
STRATEGY
BUYERPERSONA

24. Buyer Persona

25. Content mapping

26. Contextual considerations

27. Contextual considerations

28. REPORTING
SUMMARY
CASESTUDIES
9STEPPROGRAMME
STRATEGY
CONVERSIONFUNNEL

30. Search for
problem
or need
Begin to
understand
solutions
Prioritize what’s
most important
in a solution
Evaluate vendors
based on buying
criteria
Awareness
Blogs, ads, banners, PR, analyst, Papers, industry lists,
how-to guides
Educational
eBooks, buyers guides, analyst papers, blogs,
independent articles, industry whitepapers, webinars,
events, Q&A’s
Validation
Webinars, podcasts, seminars, 10 reasons, things you
must know, questions to ask, how to buy, checklists,
industry info
Sales
Presentations, topic sheets, product whitepapers,
customer testimonials and references, free
trials/consultations, competitive intelligence
Realize Problem or Need
•Use keywords that describe problem
•Don’t yet understand solutions
•Looking to be education
•Commitment is low
Perform Research
•Learn about how to solve
problem
•Under what’s available
•More educated questions
•Commitment is low to medium
Establish Buying Criteria
•Establish “must-haves”
•Under what’s available
•Don’t want to be missing
anything
•Commitment is medium-high
Evaluate Vendors
•Narrow down vendors
•Under what’s available
•Looking for trials, demos
•Commitment is high
Offers

31. Product Information
Shopping Cart
Checkout
Thank You Page
1
2
3
4
Eliminate bottlenecks
in your conversion
process
Pinpoint where you
lose visitors and
duplicate successful
paths
Your Customers
Your Visitors
CONVERSION PATH

32. CONVERSION PATH

33. CONVERSION PATH

34. SUMMARY
CASESTUDIES
STRATEGY
REPORTING

35. CLOSEDLOOPREPORTING

36. REPORTING
SUMMARY
CASESTUDIES
STRATEGY
9STEPPROGRAMME

37. THE 12 9 STEP PROGRAMME

38. Step 1 – Identify the 2-3 primary persona profiles

39. Step 2 – Identify the personas’ main problems

40. Step 3 – Identify the emotions associated to the
problems

41. Step 4 – Identify what the personas are
saying/thinking

42. Step 5 – Identify your unique value propositions
(avoid the platitudes)

43. Step 6 – Identify the personas’ sources of info to solve
their problems

44. Step 7 – Identify topics that educate the persona
about how to solve their problems

45. Step 8 – Identify topics that communicate a
competitive advantage – why you and not another

46. Step 9 – Identify the best action-step opportunities

47. CASESTUDIES
STRATEGY
SUMMARY

48. AVERAGECPCACROSS
INDUSTRIES

49. Companies often say they want a great website
with lots of visitors. Lots of followers on social
media. To be number one in Google….
Get noticed by the
people who matter
So they can
generate leads
Make more money And grow their
businesses
But what they really want is to….

50. CASESTUDIES

55. DIGITAL PITCH
J U L Y 2 0 1 9

56. 1.
THE CONTENT PYRAMID
Our model is structured like an inverted pyramid. We create or take one piece of lead content
(documentary, advert, vlog, podcast, an interview given in the media) analyze and repurpose it into 20+ pieces of content,
designed to go on varied chosen platforms formatted for how those platforms are used.

57. THE CONTENT PYRAMID
One long form piece of content i.e a vlog, blog post,
documentary, podcast

58. THE CONTENT PYRAMID
Think of pillar content as one long-form
video/audio/text from which all other
content is derived

59. THE CONTENT PYRAMID
One long form piece of content i.e a vlog, blog post,
documentary, podcast
Create short form pieces of content( i.e memes, articles
images, quotes, stories, mashups, rants, GIFs, etc)

60. THE CONTENT PYRAMID
One long form piece of content i.e a vlog, blog post,
documentary, podcast
Create short form pieces of content( i.e memes, articles
images, quotes, stories, mashups, rants, GIFs, etc)

61. 1.
1ESTABLISH PILLAR CONTENT

62. 1.1.1. ESTABLISH PILLAR CONTENT

63. 1. ESTABLISH PILLAR CONTENT1.

64. 1.
2CREATE MICRO CONTENT

65. 2. CREATE MICRO CONTENT

66. 2. CREATE MICRO CONTENT

67. 5. CREATE MICRO CONTENT2.
Look for moments that you think
will resonate with your audience,
and turn them into short-form videos

68. 1.
3DISTRIBUTE PILLAR & MICRO CONTENT

69. 1.
3DISTRIBUTE PILLAR & MICRO CONTENT

70. DISTRIBUTE PILLAR & MICRO CONTENT3.

71. DISTRIBUTE PILLAR & MICRO CONTENT3.
The first round of micro
content is ultimately used
to drive viewership to the
pillar content on YouTube,
Facebook, and IGTV as
well as “listens”, downloads
or reads of the article

72. DISTRIBUTE PILLAR & MICRO CONTENT3.

74. 1.
4GET COMMUNITY INSIGHTS

75. 4. GET COMMUNITY INSIGHTS FROM PILLAR
CONTENT
KEY COMMENTS
1 month ago
1 month ago

76. KEY COMMENTS
4. GET COMMUNITY INSIGHTS FROM PILLAR
CONTENT
As a way to engage with your community more,
encourage your audience to comment with a
timestamp to a section of the video they like

77. KEY COMMENTS
4. GET COMMUNITY INSIGHTS FROM PILLAR
CONTENT
This makes finding community insights in
the comments easier, and allows you to make
content that your audience wants to see.

78. 1.
5COMMUNITY DRIVEN MICRO CONTENT

79. 1.
5COMMUNITY DRIVEN MICRO CONTENT

80. 5. COMMUNITY DRIVEN MICRO CONTENT
EXAMPLE
5.
1 month ago

81. 1.
6DISTRIBUTE SECOND-ROUND
OF MICRO CONTENT

82. 1.
6
DISTRIBUTE SECOND-ROUND
OF MICRO CONTENT

83. DISTRIBUTE SECOND-ROUND OF
MICRO CONTENT
6.
COMMUNITY DRIVEN MICRO CONTENT

84. WHAT ARE THE RESULTS?

85. 1 PIECE CAN BECAME OVER 30 PIECES
OF CONTENT

86. RESULTING IN
MILLIONS OF VIEWS

87. COMMUNITY DRIVEN MICRO CONTENT
ACROSS MORE THAN
20 DIFFERENT
SOCIAL PLATFORMS

88. CONTENT RULES

89. THANK YOU FOR YOUR
ATTENTION