Stacey MacNaught's presentation from Digital Elite Camp, Estonia, July 2016. Stacey MacNaught talks content marketing that delivers tangible benefits like lowers cost per acquisition from multiple channels and wins new customers.

1. NOBODY PAYS THE BILLS
IN SOCIAL SHARES
CONTENT MARKETING WITH TANGIBLE VALUE
Stacey MacNaught
Tecmark
@staceycav
@tecmark

2. Surprisingly few people
really “get” content
marketing.
@staceycav

3. What my friends think I
do…
@staceycav

4. What my friends think I
do…
@staceycav
“You get paid to mess
around on Twitter all
day, don’t you?”

5. What my Mum thinks I
do…
@staceycav

6. What my Mum thinks I
do…
@staceycav
“Something to do with
Google or something?”

7. What my Nan thinks I
do…
@staceycav

8. What my Nan thinks I
do…
@staceycav
“Computers.”

9. But it’s not just our parents
and grandparents who are
confused about it.
@staceycav

10. So are the clients/bosses
paying the wages and the
bills.
@staceycav

12. @staceycav

13. @staceycav

15. “Fluffy,” doesn’t cut it.
@staceycav

16. @staceycav
Anyone can get impressions
with very little investment

17. @staceycav
Paid then led to a lot of
organic Facebook reach

18. @staceycav
Which resulted in
lots of
“engagement”

19. @staceycav
This was
<<< the post

20. @staceycav
Lesson:
People share stupid crap. And it
really has no tangible value.

21. @staceycav

25. But content isn’t easy.
@staceycav

26. In 2010, I was a part of the
team involved in delivering
this disaster.
@staceycav

27. @staceycav

28. @staceycav
Yes, there’s a
dinosaur on
it.

29. @staceycav
No, I don’t know why…

30. @staceycav
It generated 2 links and 4
Tweets.

31. @staceycav
And of course, it didn’t result in
anyone submitting an enquiry.

32. @staceycav

33. @staceycav

34. It was as embarrassing as Boris…

35. Fast forward a few
years
@staceycav
(and a lot of trial and error)

36. We’re delivering
links on quality
and quantity.
@staceycav

37. @staceycav

38. Garden and
home security
survey
@staceycav

39. British Business
Dreamers
Survey
@staceycav

40. We can correlate links with an
improvement in rankings, traffic
and sales.
@staceycav

41. @staceycav
@staceycav

42. But we can do better.
@staceycav

43. @staceycav
@staceycav

44. @staceycav
@staceycav

45. @staceycav

46. @staceycav
This generated links and
engagement

47. @staceycav
But also….

48. @staceycav
Which resulted in…

49. @staceycav
Which led to…
£££
(direct and assisted bookings)

50. @staceycav

51. @staceycav
Content to win researchers

52. @staceycav
Retarget users based on which
pages they viewed.

53. Content that generates measurable
VALUE
@staceycav

54. A (super simplified) version of the journey to
PURCHASE
@staceycav

56. And it’s here that I believe a
ton of opportunity lies

57. CONSIDERATION
WHERE CONTENT BECOMES A MORE
DIRECT REVENUE DRIVER
@staceycav

58. @staceycav
This is all about
research

59. @staceycav
It’s not just about
understanding
who the customer
is and what they
want.

60. @staceycav
We have to
understand the
scenarios that put
your customer
potentially in the
market for your
product

61. @staceycav
Desire Need

62. @staceycav
Desire Need
Products that
people want, that
people choose to
buy and that
people anticipate.
Products people
reluctantly buy
because they have
to have them.

63. @staceycav
Desire Need
Apple stuff.
Designer labels.
Crafty things.
Status cars.
(It’s not a cost
thing)
Car insurance.
Washing machines.
Vacuum cleaners.
School uniforms.

64. @staceycav

65. @staceycav
Where are all the
sellers?!?!

66. @staceycav
What is the event that
triggers the process that
ultimately ends in the
purchase of your
product/service?

67. @staceycav
“My washing
machine has
broken.”

68. @staceycav
What’s the user’s
objective at this stage?

69. @staceycav
“I want to fix
my washing
machine.”

70. @staceycav
What online actions might
they take?

71. @staceycav

72. Plan content around the triggers
that begin the consideration
process
@staceycav

73. And content to meet needs or
overcome problems at each
stage through to purchase.
@staceycav

74. Survey your customers about
triggers
@staceycav

75. A trigger for a new purchase in
almost all product areas is a
product recall
@staceycav

76. http://www.tradingstandards.uk/advice/advice-recall-list.cfm
@staceycav
@staceycav

77. @staceycav
@staceycav
http://ec.europa.eu/consumers/consumers_safety/
safety_products/rapex/alerts/main/?event=main.listNotifications

78. Find out what related online
queries people make:
@staceycav
@staceycav

79. Keywordtool.io
@staceycav

80. Answerthepublic.com
@staceycav

81. Faqfox.com
@staceycav
@staceycav

82. Your call centre team!
@staceycav

83. Use PPC to promote
content cost effectively
@staceycav

84. Nobody’s bidding
@staceycav

85. Nobody’s bidding
@staceycav

86. Nobody’s bidding

87. Don’t expect
conversions here.
@staceycav

88. And don’t expect people
to just remember you
when they are ready to
convert.
@staceycav

89. Retarget
effectively.
@staceycav

90. @staceycav
Measure
effectively.

91. stacey.macnaught@tecmark.co.uk