Content marketing examples

1. Content
marketing
2013
Content Marketing
Association
IAB
4th December 2012
Dr Dave Chaffey
SmartInsights.com
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2. About Dave Chaffey
 Books  Online advice and consulting
www.smartinsights.com
About Dave Chaffey
• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions
• Manages SmartInsights.com a marketing advice
site with paid members in over 50 countries
• Online marketing consultant and trainer since
1997
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3. Content marketing 2013
 1. A more strategic approach
 2. Evaluation
 3. Content marketing for mobile platforms
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4. A strategic approach to
content marketing?
Effectiveness: Efficiency:
“Doing the right thing” “Doing the thing right”
• Plan and Strategy • Mobile optimised site vs App
• Reach - targeting • Responsive design
• Act – activation and • SEO
proposition • QR codes. NFC.
• Conversion – Sales • Analytics and conversion rate
• Engage – Long-term optimisation (CRO)
Integrated : Multichannel Avoid “Silos”
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6. Coca Cola Content 2020 Link
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7. Content marketing strategy > Effectiveness and Efficiency
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8. Investing in outreach
http://www.mumsnet.com/microsites/barclays
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9. 9

10. The Perfect infographic?
 1. Purpose
 2. Key messages
 3. Communications
 4. Design
 5. Data
 6. Earn the click
 7. Built in sharing
 8. Innovate
 9. Promotion
 10. Branding
Source: Perfect Marketing Infographic
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11. Stelzner: Primary vs Nuclear
TEFL Taster example
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Smart Insights Explainer example

12. Ideas for new content assets
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13. Evaluation – of a single
content asset. E.G. Explainer?




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14. A previous brainstorm of
measures
 Leads generated/contacts – last click and Google
Analytics assists
 Reach potential – shareability
 Resources – already available for repurposing
 Alignment with communications priorities = brand
positioning
 Customer-centred vs product centred
 Longevity
 Tactical – generate shares and participation
 Use across platforms
 SEO
 Cost
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15. Evaluation – via dashboard
Source: KPIs for measuring content marketing success 15

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17. Coke’s new responsive design
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18. Mobile brand Mobile brand
discovery experiences
Mobile search Desktop site
(natural and paid) (Responsive design?)
Mobile publisher
Mobile optimised site
display ads and
(scraped)
comparison sites
Mobile social Mobile optimised Multichannel
networks site (personalised) Company
Consumer Physical
Email on mobile Location and coupon-
store
devices enabled
presence
mobile site
Mobile app
Push notifications
on mobile OS
Offline prompts from Mobile payment
ads: QR/action codes options
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19. Activating mobile
through Action (QR) codes
Source: Nellymoser 19

20. Magazine NFC codes
http://www.youtube.com/watch?v=eDbDeohJfW4
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21. The future?
http://www.youtube.com/watch?v=yEXEonTlfT0 http://www.youtube.com/watch?v=yEXEonTlfT
0
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22. Let’s Connect!
Questions & discussion welcome
 Blog
uk.linkedin.com/in/davechaffey
www.smartinsights.com/blog
 Feeds
www.feedburner.com/smartinsi
www.facebook.com/davechaffey
ghts
 Email Newsletter
www.smartinsights.com
www.twitter.com/DaveChaffey
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