Content Marketing : The engagement Gigantic Power

1. ContentMarketing: The engagement Gigantic Power

2. Content Marketing: The Engagement Gigantic Power TOC • What is Content? • What is Content Marketing? • What is NOT Content Marketing? • Why Content Marketing? • Some Figures & Stats • Content Marketing Challenges • Content Marketing Process • How to Plan for your Content Marketing • What is Engagement? • Content Marketing KPIs • Final Words

3. Content =Something Expressed So…What is Content? • Article • News • Video • Game • Infographic • Web site • Micro Site • Digital Magazine • Blog & micro-blog • App • Forum • Contest • Photo Albums • Music Albums • Comment • eNewsletters • Whitepapers • eBooks • Webinars • Case Studies • Virtual events • Demos • Digital Profiles • Surveys What is considered online “Content”

4. and where to publish? What are online “Content "distribution channels • Emails & Newsletters • Website • Social Media • Content Syndication –RSS • Online Events • Digital Press • Podcasts • Search Engine Marketing Some channels…

5. What is Content Marketing? By Definition Content marketing is a marketing technique of creating and distributingrelevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

6. What is NOTContent Marketing? Remember…”NOT” ! • Selling • Advertising • Interrupting marketing • Media buying So… Pull Content marketing is a rather than astrategy. Push

7. Are you sure ? X Yeah… “Consumers have shut off the old-style world of marketing. They now record own a DVR to record their favorite shows and skip television advertising” Instead, your customer WANTS your marketing; your sales message is needed and even requested!

8. Concept Change New!! Un-Marketing Stop Marketing… Start Engaging… Scott Stratten

9. Engagement By definition is… A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. WIKI

10. Engagement So, what can I do to engage my customers? Optimized web site for mobile phones Be Keen to get feedback Branded Web site Do not waste their time Humanize Be Flexible Keep It Simple Listen to & study your customers on all channels

11. Why Content Marketing Because Content Marketing will... Generate Targeted Traffic Increase Audience & Reach Build TRUST Engage Audience + Increase on-the-spot Conversion Build Connections & Relations Increase WOM Help Prospects understand You Provide Thought Leadership

12. hmmm… What about tactics?! 58% 68% of B2B marketers rate newsletters as the most effective content marketing tactic of B2B marketers rate in-person events as the most effective content marketing tactic 57% of B2B marketers rate white papers as the most effective content marketing tactic CMI

13. Great! Now… What about organizational goals? CMI

14. hmmm… 87% and distribution? of B2B marketers use Social Media to distribute content. CMI

15. Speaking about Social Media Did Marketers use change in 2012? Increased dramatically from 2011 to 2012

16. What about giving you some STATS… 70% 80% Roper Public Affairs Survey of business decision makers prefer to get company information in a series of articles versus an advertisement. of business decision makers say content marketing makes them feel closer to the sponsoring company

17. and some other … STATS… 78% believe that organizations providing custom content are interested in building good relationships with them. of companies today outsource their content marketing 62% Mashable TMG Custom Media 61% of consumers feel better about & are more likely to buy from a company that delivers custom content. Custom Content Council

18. and… some more… Marketers now spend a quarter of their marketing budget on content marketing. 25% B2B Marketing Insider Content Marketing Institute Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online

19. What about… Cost? The average cost to generate a lead through: $143 INBOUND Marketing………… $373 OUTBOUND Marketing……………………………………………………………. G+

20. Content Marketing Challenges Here are some… Questions you may ask & Problems you may face: Who is my buyer Research I do not have enough content & content creator Outsource key Your Buyer There is a lot of channels, which should I use

21. Content Marketing Process You can call it “phases”, I don’t mind!

22. So, How to Plan for your Content Marketing Yeah! call this “Content Marketing Strategy”, I don’t mind either! Step 5 Step 1 Create Exciting Content Set your Goals Distribute each piece of content to its relevant platform Step 6 Know your target audience, Preferences, triggers and behavior. Step 2 + Engage consumers in order to have them interact with the content Step 7 Know where they hang out online - favorite platform - Facebook, Twitter, YouTube…. Step 3 Decide how you will measure the effectiveness - KPIs Step 8 Decide on content tactics: articles, videos, micro-site, podcast… Step 4

23. Finally…You gotta learn about your… KPIs Relation & Trust • Page Rank • Inbound Links • # Fans • # Followers • # Comments • # Shares • # Mentions • Page Views Customer Insights • Email open Rate • Downloads • Feedback Forms • Inquiries • Comments • Effective Channels

24. and where the money comes from… Your Prospects! Leads & Sales • # Inquiries about Product / Service • # Product Catalogue downloads • # Qualified Leads from specific content • Closed deals from your online channels

25. Hmmm… compare KPIs to what then? Relation & Trust What to benchmark to? Online Paid Advertising Competitors’ handy figures Last year’s figures

26. It’s time for a pieces of wisdom… Okay…I’ll give you 3! “Be yourself. Everyone else is already taken.” – Oscar Wilde Content marketing is a commitment, not a campaign.” – Jon Buscall The most important! “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler

27. and the famous one By Bill Gates… “Content” is KING.

28. wooooh…I had FUN! Hope you did too  Thanks for being here! Hesham…