Content Marketing at ADM
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Nowadays, when customers are looking to buy a product they are seldom influenced by traditional advertisement. More and more they are looking for practical and neutral information to decide whether or not to make the purchase. Content marketing is a strategic marketing approach meant to meet those needs of the customers. It is focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
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Content Marketing at ADM
- 1. Mic Adam Social Media activities • Policy Creation • Training • Conversation mngt • Consultancy • Social Selling • Employee Advocacy
- 2. Content Marketing: Hype of disillusion 2
- 3. Content Marketing Myths • Anyone can write content • Content Marketing is only for B2C brands • There is no way to measure ROI • You can find cheap writers/content creators • Blogs are only used to share news • Build it and they will come • Content is only for search engines • Content marketing does not require technology • Content marketing is giving stuff for free away • Automation is evil 3
- 6. Time to be a little controversal • Content is Crap! • Do not grab attention but hold it! • Don’t over optimize metrics • Publishing is a product and not a campaign • Marketeers suck at Content Marketing 6
- 7. Time for some audience participation 7 And create some epic content For ADM to use!
- 8. Question 1 So what words come to mind when you say Content Marketing? 8
- 9. Answers to question 1 9
- 10. What other people say… 10
- 11. A definition of Content Marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Source: Content Marketing Institute 11
- 12. Content Marketing is… The art of communicating with your customers and prospects without selling Key to Social Selling & Employee Advocacy12
- 13. Question 2 Do you have a Content Marketing Strategy? • Yes • No • Do Not Know 13
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- 16. Content Marketing for Beginners • Understand what Content really is • Set measurable goals • Create personas • Focus on your audience’s need • Create & Curate Content • Promote Content • Analyze efforts 16
- 17. Looking for a resource/plan 17http://contentmarketinginstitute.com/2013/0 3/content-marketing-institute-framework/
- 18. Question 3 How mature do you rate your Content Marketing to be? • Early steps • Young • Adolescent • Mature • Sophisticated 18
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- 21. Question 4 How effective is your use of Content Marketing? On scale from 1 to 5 (1= Not; 5= very effective) 21
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- 24. Question 5 Who is responsible for your content marketing? • Internal Resources • External Resources • Both 24
- 26. Question 6 Have you developed personas? • Yes • No 26
- 28. Question 7 What tools are you using for your Content Marketing? 28
- 30. The wonderful world of Content Marketing 30
- 31. Question 8: Do you have a budget for Content Marketing Do you have a budget for Content Marketing 31
- 33. Question 9 What do you measure in your Content Marketing? 33
- 36. Question 10 What resource do you consult to learn more about Content Marketing? 36
- 38. Content Marketing Resources • Content Marketing Institute (http://contentmarketinginstitute.com/) • Hubspot (http://blog.hubspot.com/marketing) • Mashable (http://mashable.com/category/content- marketing/) • Jay Baer, Joe Pelluzi, Jeff Bullas, etc. • Vendors like Meddle, Marketo, Curata etc. 38
- 39. Thank you for your contribution to some great content 39 Check out our Storify after this event
- 40. And now over to real life cases! • Content Marketing at EMC by Philippe Gosseye • Helpen ipv verkopen by Frederik De Schrijver (Xerius) • Content Marketing at Quadrant Communications by Frank Van den Bossche 40
Notas del editor
- Welcome Who am I? 20 years of marketing (product and general marketing) 10 years of international sales Me and social networking Marketing strategy no longer works Move towards face to face networking Move towards social media
- They focus on campaigns, not conversations—where content marketing is executed with a beginning and an end explicitly to drive short-term results for the business. They’re more about the brand than the audience—where marketers focus on their value proposition more than their values; where the brand—not the audience—is the hero in the story. They’re impatient for impact—where executives expect content marketing efforts to ring the cash register on a short horizon—and, when it doesn’t, they deem it a failure. They tell undifferentiated stories—where your content is lost in a cacophony of competing content—or, worse, when a brand’s content sounds exactly like its competitors. They target too many audiences—where brands fail to focus on a serve a niche, instead casting a wide net with content that’s one size fits all—but, more likely, all sizes fit none.