Content Marketing is Everywhere in B2C Kraftrecipes.com 1 billion views a year Pepsi.com Powered by Newscred globally
Content Marketing is Everywhere in B2B Adobe’s CMO.com 2 editors / $1 million annual budget Nanagins Big investment in data and reports
Why? Driven by Shifting Media Consumption
What Gets Me Excited for Content Marketing? Digital content marketing is the most scalable and cost effective approach to marketing, ever. Traditional Media at Scale ● Largest circulation magazine: The Watchtower, 52 M Monthly ● Largest televised event: Superbowl, Seahawks vs. Patriots, 114 M Viewers ● Largest radio program: Tom Kent, 23 M Weekly Listeners Digital Media at Scale ● Facebook 1.4 B ● What’s App 700 M ● LinkedIn 468 M ● Instagram 300 M ● Twitter 280 M ● Tumblr 230 M
What Does Content Marketing Include?
You worked hard in 2015. So why were there still issued with your content?
Problem: Too Impatient Did you stop investing in your content initiatives like social media or blogging because they didn’t show results in only 30 days?
Solution: Great Content Marketing takes both patience and skill Promote: Creating Demand and Confidence Examples ● Press Releases ● Byline Articles Educate: Thought Leadership and Knowledge Examples ● Blog Posts ● Whitepapers Capture: Turning Leads Into Opportunities Examples ● Webinars ● Account Signups
Problem: Too Self Involved Did you write posts for your blog only about your company, your product, your team, and your needs?
Develop a deep understanding of their pain points and aim to create content that helps them achieve their goals. FONTS Content People Will Engage Possible Content Content in Exchange for Information Lead Gen (Webinars, Whitepapers, Events) Blogs, Infographics, Videos, Newsletters, Social Media Solution: Focus on your customers to find your marketing “sweet spot” Sweet Spot
Problem: Too Smart Did you fail to understand your customer? Did you create content that was too sophisticated and hard for them to understand?
Solution: Customers value products that solve their problems. Stay focused on your customer’s needs.
Recap Things your content is not going to be in 2016: Too Impatient Too Self Involved Too Smart Too Ambitious Too Easy Too Insular Too Reactionary
3. A former designer and creative director. Gregory’s
writing has been published in a number of publications
including: The BBC, VentureBeat, YahooFinance and
Entrepreneur.com.
GREGORY KENNEDY
Director, Content Marketing, AdRoll
@iamgkennedy
Keara is responsible for telling impactful stories for the
Kissmetrics brand and its’ products. Prior to
Kissmetrics, she worked at Salesforce, Bizo, and
Chase. When she’s not telling stories or running
campaigns, you can find this bay area native watching
a Warriors game with family and friends.
KEARA CHO
Sr. Product Marketing Manager, Kissmetrics
@kearacho
8. What Gets Me Excited for Content Marketing?
Digital content marketing is the most scalable and cost effective approach to
marketing, ever.
Traditional Media at Scale
● Largest circulation magazine: The Watchtower, 52 M Monthly
● Largest televised event: Superbowl, Seahawks vs. Patriots, 114 M Viewers
● Largest radio program: Tom Kent, 23 M Weekly Listeners
Digital Media at Scale
● Facebook 1.4 B
● What’s App 700 M
● LinkedIn 468 M
● Instagram 300 M
● Twitter 280 M
● Tumblr 230 M
10. You worked hard in 2015.
So why were there still
issued with your content?
11. Problem:
Too Impatient
Did you stop investing in your content initiatives like social media or
blogging because they didn’t show results in only 30 days?
12. Solution: Great Content Marketing takes both patience
and skill
Promote:
Creating Demand and
Confidence
Examples
● Press Releases
● Byline Articles
Educate:
Thought Leadership and
Knowledge
Examples
● Blog Posts
● Whitepapers
Capture:
Turning Leads Into
Opportunities
Examples
● Webinars
● Account Signups
13. Problem:
Too Self Involved
Did you write posts for your blog only about your company, your
product, your team, and your needs?
14. Develop a deep understanding of their pain points and aim
to create content that helps them achieve their goals.
FONTS
Content
People
Will
Engage
Possible
Content
Content in
Exchange
for
Information
Lead Gen (Webinars, Whitepapers,
Events)
Blogs, Infographics, Videos, Newsletters, Social Media
Solution: Focus on your customers to find
your marketing “sweet spot”
Sweet
Spot
15. Problem:
Too Smart
Did you fail to understand your customer? Did you create content
that was too sophisticated and hard for them to understand?
16. Solution: Customers value products that solve their
problems. Stay focused on your customer’s needs.
19. Problem:
Too Easy
Did you fail to tie content marketing efforts to hard lead generation
numbers? Did you measure success based only on raw output?
20. Solution: Tie your content marketing efforts directly
to sales.
Start evaluating efforts on how many marketing leads your sales
team can actually work, not just total responses.
21. Problem:
Too Insular
Did you fail to develop a content partner strategy? Did you find like
minded thought leaders to help validate your ideas and approach?
22. Solution: Don’t Fear Rejection
Just accept some rejection as par for the course and pursue multiple
opportunities.
How to Co-Market:
● Start planning well in advance.
● Agree on a topic that
compliments both brands.
● Agree on your methods of
promotion and set a numbers-
based goal.
24. Solution: Get Excited About Social!
2.2+ billion active
users on social, global
penetration of 30%.
Facebook alone has
1.49 billion global
monthly active users
25. Recap
Things your content is not going to be in 2016:
Too Impatient
Too Self Involved
Too Smart
Too Ambitious
Too Easy
Too Insular
Too Reactionary