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Content Marketing Strategy Tips For 2015

contentnetwork
December 18, 2014

Content Marketing Strategy Tips For 2015

This eBook by ContentNetwork highlights:exactly what’s changed in Content Marketing in the last few years and which trends are driving online marketing forward in 2015. Specifically we’ll look at:
- How to create and implement a Content Marketing strategy
- The importance of tracking the effectiveness of that strategy
- How to measure your ROI for the greatest impact of your efforts

ContentNetwork is dedicated to helping clients publish more content, more often. We've experience working with big and small clients including Eurosport, LOREAL and Lastminute.

To find out how we could help you kickstart your content marketing visit us at www.contentquality.co.uk

Thanks

Charlie McGhee
CEO & Founder
Content Network

Content Quality Ltd

contentnetwork

December 18, 2014
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Transcript

  1. Table of Contents •  Welcome……………………………………………………………………….. 4 •  Content Marketing: How

    it is changing……..………….…..……….…… 5 •  What The Experts Say………………………………………….……………. 9 •  Why Content Must Be Qualitative………………………..…………...…. 10 •  Our unique Q.U.E.S.T. guide……………………………….……………… 17 •  The Rise of Content Marketing…………………………….……………... 19 •  Rising Budgets and Spending……………………………….………........ 24 •  Strategy and Distribution…………………………………….………........ 30 •  Measuring ROI of Content Marketing…………………….……………… 35 •  Social Media Platforms……………………………………….………......... 39 •  Going Mobile………………………………………………….……………… 47 •  Help Is At Hand!................................................................................. 54 •  Content Network…………………………………………….…………..….. 55 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  2. - Jonathan Perelman of Buzzfeed “CONTENT IS KING BUT DISTRIBUTION

    IS QUEEN – AND SHE WEARS THE PANTS”   www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  3. 2014 has been an amazing year for ContentNetwork, not only

    have we over-achieved our objectives, we’ve more than doubled in size and 2015 is already shaping up to be another cracker! Welcome   This eBook is aimed to share some of the most valuable tips and tricks we’ve learnt along the way – combining them with the latest industry statistics – to help demonstrate exactly what this could mean for your business. Just like search engine optimization, content marketing and the benefits it can deliver can be applied to any business serious about online marketing. But don’t just take our word for it, as you’ll see as you read on, these statistics all reinforce our belief that; Charlie McGhee, CEO, ContentNetwork “The only content strategy that fails, is the one that stops!” www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  4. This eBook highlights: exactly what’s changed in the world of

    Content Marketing and which trends are driving online marketing forward in 2015, Specifically we’ll look at: •  How to create and implement a Content Marketing strategy •  The importance of tracking the effectiveness of that strategy •  How to measure your ROI for the greatest impact of your efforts www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  5. This ebook will also cover: •  What this all means

    for Content Marketing in 2015 •  How our QUEST guide helps clients keep quality consistent •  How content benefits B2C and B2C in different ways •  How to utilize a social media for content distribution •  The ever growing need to be mobile device compatible
  6. Content Marketing is currently one of the most important forms

    of marketing for B2C and B2B marketers, if not THE most important online marketing activity facing businesses today. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  7. Much has changed in the way that search engines, like

    Yahoo & Google, favor sites and filter their audiences depending on a range of factors including: •  how recent content is •  how long content engages •  how quickly content disengages •  how often content is shared on social media •  how relevant content is to trending search terms www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  8. Even the very definition of Content Marketing has changed significantly

    in the last year alone : 2013: “The creation and distribution of educational or compelling content in multiple media formats to attract and or retain customers” 2014: “A strategic marketing approach focused on creating & distributing valuable and consistent content to attract and retain a clearly defined audience and drive profitable customer action.” Source: Content Marketing Institute 2014 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  9. “You can’t buy engagement, no matter how much media spend

    is behind it, that won’t make it more engaging.” “Content that has a spark, a bit of spending, especially in the right place, will always help fan the flames.” Adage “So Now You’ve Made Some Content Now What Do You Do With It” By, Tim Peterson John McCarus, DigitasLBi VP-Social Content Practice Lead www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  10. Content Marketing is no longer only about creating content to

    attract customers. Today, we now have the tools, knowledge & skills to utilize content marketing to turn customer acquisition into profitable customer interactions. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  11. Q.U.E.S.T. is a checklist ContentNetwork created to help ensure your

    content both improves engagement and search engine rankings. QUEST stands for content that is: ! Qualitative - well written and interesting storytelling ! Unique – Fresh data and exclusive insights ! Engaging – capturing audience attention longer ! Sharable – relevant, more likely to be shared ! Trusted – authoritative information from a reliable source                             www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  12. Q.U.E.S.T. Creating good content is not only cost effective, with

    more companies utilizing content marketing, the need to grow your own ‘social capital’ simply to compete, has never been greater.                               www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  13. 70% of B2B marketers are creating more content than they

    did one year ago. 72% of B2C marketers are creating more content than they did a year ago. Source: Content Marketing Institute 2014 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  14. creating quality content remains fundamentally important for any business looking

    to successfully attract, engage and retain online audiences and convert them into LOYAL customers. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  15. (Clikz.com: Where Is Content Marketing Going in 2015) As you

    can see from Google’s trend report reflecting the phrase “Content Marketing,” the figures show a steady increase, one that is growing clear into 2015. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  16. 40% of Marketing budgets are going toward content marketing. Not

    only are marketers focusing more on content marketing generally, they are increasing their budgets to do so more effectively. Source: Outbrain 2014 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  17. In the chart to the right you will see that

    58% of B2B marketers plan to increase their Content Marketing budgets. Only 1% of B2B marketers plan to decrease spending and only 8% are unsure. Which means 90% of B2B marketers are continuing to put their capital in Content creation. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  18. 60% of B2C marketers plan to increase the amount they

    are spending. Those marketers were asked to rank their own effectiveness. 69% of marketers who feel the least effective are increasing their spending and even 55% of the most effective are increasing spending These increases prove that content marketing holds a strong and increasing appeal. The proof is in the numbers. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  19. It is no longer enough to simply create content. To

    compete today requires a clear and coherent Content Marketing Strategy. Creating such a strategy means deciding which content will best combine what you want to say with what audiences want to consume. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  20. 35% of marketers say they have a content marketing strategy

    48% say they do have a content marketing strategy but it’s not written down. Content Institute: B2B research 2014/2015 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  21. 60% of marketers that do have a documented strategy rate

    themselves highly in effectiveness compared to 32% who only have a verbal strategy. Starting with a verbal strategy is better than nothing, but statistics indicate a written one will be more effective. Content Institute: B2B research 2014/2015 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  22. Creating a strategy starts with defining who you’re creating content

    for and what type of content will be of most interest to them. Setting goals help measure the effectiveness of such tactics. Content Marketing Institute: 2014 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  23. Tracking your goals and tactics will help you identify where

    clients are responding and which methods are less effective. Implementing calculated changes will help you meet your goals. The top 3 initiatives for marketers: ! Better conversion of visitors ! More engaging higher quality content ! Making themselves better storytellers Content Marketing Institute: 2014 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  24. when it comes to measuring the overall return on investment

    that Content Marketing offers there are a number of tools at your disposal. Specifically, tools like Google Analytics enable website’s to both monitor which pages are engaging visitors the best, and which keywords potential customers are searching on.   www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  25. Failing to correctly or consistently use easily available analytical tools

    to monitor engagement or enhance SEO not only puts your investment in digital marketing at risk, it also leaves you wide open to attack from competitors prepared to invest time and money in such activities. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  26. SEM has become a very expensive endeavor, making Google more

    than $42 billion every year. Why did Facebook’s Q1-Q2 profits jump by 60 percent? Because the associated costs of distributing content are increasing and paid social is one of the best ways to do it. Clikz.com: Where is Content Marketing Going in 2015? www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  27. “Unless you’ve been dominating your industry in the past year,

    there are probably several social media tools you haven’t tried yet” Social Media platforms distribute content in different ways to different audiences. Audiences have therefore become curators of their own consumption. Clikz.com: Where is Content Marketing Going in 2015? www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  28. Despite there being an increasing amount of content on the

    internet, most of it is bad. Social media has created a filtering system to help funnel content to the right audiences. Today you need to discern which platforms your audience is using and what they are looking for. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  29. 94% use LinkedIn to distribute content to a wider audience.

    Pinterest quickly increases the visibility of your products, essential if you rely on ecommerce Google rewards businesses that utilize Google+ which is why its usage is up from last year. Source: Content Marketing Institute www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  30. Blog / social media posts greater than 1500 words on

    average receive: 68% more Tweets and 23% more Facebook likes than a post that is under 1500 words. Quicksprout Study 2014 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  31. Web pages with 300 words or more rank higher than

    web pages with less . Pages with less than 300 words, not labeled as “no follow” can and probably will have a negative impact on your ranking in organic search results. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  32. . Going Mobile Even after you’ve: - Increased Content Marketing

    spending - Documented it in a realistic strategy, - Utilize social media to distribute it Failing to produce content suitable for mobile devices means missing out on the fastest growing audience. Can your business really afford not to think mobile in everything it does? www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  33. 34% of mobile internet users go online mostly using their

    phones…in place of other devices such as a desktop or laptop computers Not only is mobile usage growing but mobile spending is increasing rapidly. Source: Pewinternet’s Mobile fact sheet. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  34. In 2012, marketers spent $4.4 billion on mobile advertising in

    the U.S. In 2013, that figure rose to $8.5 billion; A figure that, by 2017, is projected to quadruple to $31.1 billion Source: (CMO Council: 2014) www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  35. Thankfully, developments such as: •  HTML 5 •  Drupal • 

    Wordpress help by making it much easier and affordable to update your website’s Content Management System to be mobile compatible. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  36. More B2B marketers say they are challenged with finding trained

    content marketing professionals 32% this year compared to last years 10%. 42% say multiple times per week or daily. Source: Content Marketing Institute; 2014/2015) How often do you publish new content to support your content marketing program? www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  37. The information we’ve provided is not intended overwhelm you with

    too much information or statistics. The fact is all evidence indicates that content can a valuable weapon if employed correctly. Following and tracking a Content Marketing Strategy, utilizing Social Media and being Mobile Compatible are all things the majority businesses know how to approach themselves. However, the content creation this requires, especially writing, are time consuming activities, ones that can spiral in terms of costs and timescales if not handled by a specialist. Conclusion   www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  38. Don’t worry – help is at hand! Content Network is

    here to help you and your business take advantage of all these wonderful new platforms and best practices. www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork
  39. thanksforreading! Please get in touch with us here: www.contentquality.co.uk [email protected]

    LinkedIn Google+ Facebook Twitter: @ContentQuality +44 (0) 208 133 5549 www.contentquality.co.uk +44 (0) 20 8133 5549 ContentNetwork