This is my presentation from the Email Marketing Summit in Brisbane. I was asked to talk about content marketing and its role in email marketing campaigns.
Key initiatives to engage your audience through content marketing
1. Key initiatives to engage your
audience through content
marketing
Sally Bagshaw
Content Strategist
Snappy Sentences
18 October 2012
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
2. Hello!
As my Twitter bio says, I’m a…
“Snappy web copywriter
(www.snappysentences.com),
content strategist
(webcontentstrategy.com.au),
comms professional, L-plate
runner, Scrabble addict,
founder @ContentBNE”
In other words, I LOVE content.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
3. Today’s talk will cover
• What content marketing is and why it is good
for your business.
• Where to start with your content marketing
efforts.
• How to map your content.
• Tips on creating content your audience will
love.
• How and when to develop an autoresponder
campaign.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
4. Content marketing is a hot topic
• There’s a lot of information out there on
content marketing. Everyone is talking
about it.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
5. But what does it mean?
“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of driving
profitable customer action.”
- Content Marketing Institute
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
6. The benefits of content marketing
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
7. It can help you stand out from the crowd.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
8. Differentiate yourself from your
competitors
• Content marketing can help with brand
awareness and positioning as well as
customer lead generation, sales and
retention.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
9. Even the little guys can
make it work.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
10. There’s something to suit everyone
• It doesn’t matter how big or small your
business is, or who your customers are,
you can still implement a content
marketing strategy.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
11. But, content marketing
is not a 24/7
promotional channel
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
12. Instead, content marketing
• Is focused on the audience, not the business.
• Builds a strong relationship with the audience
– it’s not a one off conversation.
• Educates, entertains and provides value to
the audience. It meets their information
needs.
• Is delivered at the right time using the right
channel.
• Has a hub, a main destination.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
13. Where do you start?
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
14. First, understand the why
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
15. The questions to ask
• Why are you doing it – what’s the
purpose?
• How will it link to your business goals?
• How does it fit in with your broader content
strategy?
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
16. First, understand the who
Then, look at the why
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
17. The questions to ask
• Who are your target audience?
• How are you going to segment them?
• How will you know what content they
want?
• Also, who will create the content (internal
resources). Do they need any tools or
technology to do their job? (E.g. style
guides, editorial calendars.)
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
18. First, understand to the mix
Now add what the why
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
19. The questions to ask
• What content do you already have?
• How is it distributed?
• What’s working, what’s not working?
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
20. Examples of content you may already
have
• Statistics
• Research
• Blog posts
• Articles
• Whitepapers
• Sales material
• How-to guides
• Video demos
• Presentations (e.g. Slideshare)
• Content libraries (even image libraries)
• Case studies
• Infographics
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
21. Now for the how
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
22. The questions to ask
• How are you distributing content now?
What’s working?
• How will you distribute your content in the
future? Which channels?
• How will you measure the effectiveness of
your content marketing?
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
23. First, understand the why
And also consider the when and where
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
24. The questions to ask
• When is the best time to engage with your
audience?
• What content is best for different stages of
the sales cycle?
• Use research to know where your
audience is hanging out, don’t guess.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
25. Then it’s time to map your content
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
26. Mapping your content
• Can map your content to goals, or map
your content to other content. (Or both.)
• Each type of content has its strengths
depending on what your goals are. For
example a blog may be better at lead
generation while a white paper may be
better at brand awareness. (Or not, it
varies by industry.)
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
27. Different types of
content are suitable
for different stages
of the sales
process.
Source:
http://blog.eloqua.com/the-content-
grid-v2//
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
28. Another
example of
mapping
content to
your goals.
Source: http://www.smartinsights.com/
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
29. How to create content your audience
will love
• It’s all about them.
• Make sure it provides value to the audience.
Do your research to find out what this is.
• Create unique and exceptional content that
looks good.
• Coca Cola has a 70/20/10 content plan:
– 70% “bread and butter content”
– 20% “innovate off what works”
– 10% “higher risk”
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
30. Red Bull
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
31. Lego
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
32. Econsultancy
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
33. DPS
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
34. Queensland
holidays/ TQ
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
35. The Weekend
Edition
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
36. Sitecore
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
37. Autoresponder campaigns
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
38. You can use autoresponders for
• Welcome messages
• Special occasions (like birthdays)
• Event reminders
• Thank you and follow up offers
• Short courses
• Tutorials
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
39. Why are autoresponder campaigns
good?
• They help build a relationship because they have
the personal nature of email.
• Customers opt-in, so the content can be very
specific (e.g. Train for your first 10km, Summer
salad menu plan, Learn French in four weeks,
Build your first website).
• They get people in the habit of opening your
emails.
• You can use existing content (refresh blog posts,
research findings, tutorials).
• Good up sell/cross sell value (if you enjoyed this,
why not try xxx).
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
40. Creating content for an autoresponder
campaign
• Autoresponder campaigns are good for
content that follows a logical sequence.
• Always ensure campaigns are opt-in, not
an automatic subscription.
• Put the effort in the content quality. Make it
look professional too.
• Have a clear link back to your website.
• Include some sales messaging and a call
to action.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
41. Codecademy
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
42. Babycenter
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
43. Copyblogger
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
44. Finally
• Always know the why – why are you doing
it? How does it help your business?
• Link your content marketing efforts to your
overall content strategy (connect the non-
marketing channels).
• It’s easy to be a publisher, it’s hard to be a
great publisher. Play to your strengths and
don’t get swept away by trends.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
45. Continue the conversation
Email: sally@snappysentences.com
Twitter: @snappysentences
Web: www.snappysentences.com
Image credits:
www.flickr.com/photos/tamaiyuya
www.flickr.com/photos/33193739@N06
www.flickr.com/photos/35168673@N03
www.flickr.com/photos/vanhahn
www.flickr.com/photos/fcb
www.flickr.com/photos/elwillo
www.freedigitalphotos.net
www.flickr.com/photos/scjn
www.flickr.com/photos/manitobamaps
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland