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Content Marketing Demystified

A visual overview on how to make Content Marketing work more effectively for you.

WAKSTER
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Content Marketing Demystified

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  1. Content Marketing Demystified

  2. 2.4 BILLION The number of internet users you potentially have access to

  3. 144 billion – Total email traffic per day worldwide • billion – Number of Google AdWords served per day • 1 billion – Number of monthly active users on Facebook • 175 million – Average number of tweets per day

  4. Easy access to consumers means everyone is trying to gain access.

  5. The Result?

  6. Consumers filter access to the point where almost nothing gets through.

  7. Interruption marketing says bombard people with enough ads and enough might get through to give you a ROI

  8. The average click-through rate of an ad on the Google Display Network is 0.4%. For a Facebook ad is 0.051%

  9. What is the alternative to shoving sales information into people’s faces?

  10. Content Marketing

  11. Content marketing informs your audience with relevant, entertaining and memorable information to gain greater visibility and trust that drive sales.

  12. Example: • Jess does all her own DIY

  13. Handyman Joe publishes loads of useful DIY tips on his website

  14. This helps Jen fix all kinds of things in and around the house

  15. Jen now trusts Joe and he becomes her preferred source of information

  16. One day Jen faces a problem that is bigger than she can handle

  17. Who is she going to call? JOE!

  18. There are three needs your content should address: UNDERSTANDING – PROOF – FEEL GOOD

  19. UNDERSTANDING: people want to understand how things work PROOF: they want proof that what you’re talking about really works FEEL GOOD: they want to have a good experience – easy, preferable entertaining and definitely memorable

  20. The content formats to use for each need are: UNDERSTANDING – InfoGraphics, Blogs, Articles, Animation and video PROOF - White papers and case studies FEEL GOOD - Visual communication and story telling

  21. The process starts with the creation of great content. • Make it different • Make it useful • Make it engaging • Make it memorable

  22. Re-purpose your content into different media formats for maximum exposure and return on investment:

  23. Content formats to consider are: • Video • Animation • InfoGraphics • Slides • Viral images • Apps • Games • E-books • PDF Downloads • Webinars

  24. Get your content to where your prospects and clients are looking for information by distributing it across multiple channels.

  25. The Channels are: • Your website • YouTube, Vimeo • Pinterest, Behance, Tumblr • Slide Share, Pinterest, Instagram, Flickr • Facebook, Google+, Twitter, LinkedIn • Newsletters • Events • App stores

  26. To avoid being overwhelmed, create a step-by-step Content Marketing Roadmap.

  27. Step 1: Create a piece of stunning content

  28. Step 2: Re-purpose the content in different formats such as: • Video • Infographics • Presentations • Posters

  29. Step 3: Distribute the content through the appropriate channels: • Video – YouTube & Vimeo • Infographics – Pinterest, Behance & Tumbler • Presentations – SlideShare and Pinterest • Posters – Facebook, Twitter, Google+ & LinkedIn

  30. There are four key tasks you need to perform: • Engage in conversations with prospects and clients • Collect information on prospects and clients • Measure and analyse the content performance • Listen, learn and continue to publish great content

  31. All this activity has four purposes: • To become a thought leader • To build relationships based on trust • Improve your search engine ranking • To give prospects the opportunity to enter your sales funnel

  32. When the time is right a prospect will give you permission to engage in a sales conversation.

  33. On average, B2B marketers are spending 33% of their marketing budgets on content marketing. 54% say they will increase their content marketing spending in the next 12 months

  34. 9/10 Nine out of ten B2B marketers will be producing more content this year.

  35. Which brings us back to the information overload problem.

  36. The answer?

  37. Create a great Content Brand

  38. Outstanding quality • Consistent look • Strong differentiation • Totally engaging • Prolific publishing

  39. A great Content Brand is self maximising – each published piece builds on top those before it, growing your fan base.

  40. People will like your content and tell other people who will like your content. And they will tell others and so on…

  41. In this way you significantly increase the likelihood of being at the right place at the right time when a prospect requires your services.

  42. Liked this presentation? Imagine what we can do for you! www.wakster.com

  43. Brought to you by WAKSTER Masters of Visual Communication Visit us at: www.wakster.com www.wakster.com www.wakster.com

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