Content Marketing

Transcript

1. CONTENT GARMIN MARKETING
2. CONCEPT CREATED LUKE BETTIS & PRESENTED BY
3. ACCORDING TO EXPERTS WHAT IS CONTENT MARKETING?
4. JOE PULIZZI THE CONTENT MARKETING INSTITUTE DEFINING CONTENT MARKETING:
5. the creation and distribution of valuable, compelling content to attract, acquire, and engage a target audience. “ ”
6. PULL
7. PULL PUSH
8. PULL PUSH To be or not to be a publisher? There is no question.
9. WHO’S DOING CONTENT MARKETING?
13. SO… WHY SHOULD WE BE DOING IT?
14. BRAND WHY? IDENTITY
15. GARMIN INFO IS RELEVANT AND HELPFUL J J
16. GARMIN PRODUCTS ARE RELEVANT AND HELPFUL J J
17. HELPFUL EXPERTS
18. products employees information HELPFUL
19. TO DRIVE WHY? WEB TRAFFIC
20. OLD NEW SEO
21. More Content =
22. More Content = web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links web links
23. More Web Links =
24. traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic = traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic traffic More Web Links
28. User Intent
29. Answering Questions
30. POTENTIAL WHY? REVENUE SOURCE
31. Sponsored Posts Increased Visibility
32. Sponsored Posts Banner Ads Increased Visibility
33. OUTPACE THE MARKET WHY? FINISH
34. Not Participating
35. OUR BLOG IS CLOSEST TO CONTENT MARKETING
36. And our blog does some great things
38. ANNOUNCEMENTS
39. ANNOUNCEMENTS PERSONALIZATION
40. ANNOUNCEMENTS PERSONALIZATION HELPFUL VIDEOS
41. WHERE IT CAN IMPROVE
42. Figures compiled using Alexa on 7/2/12
43. Figures compiled using Alexa on 7/2/12 %Garmin% 46.66%
44. Figures compiled using Alexa on 7/2/12 %Garmin% 46.66%
45. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66%
46. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66%
47. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66% 1.99% golf gps
48. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66% 1.99% golf gps
49. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66% 1.99% golf gps 1.42% www.g
50. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66% 1.99% golf gps 1.42% www.g
51. 3.18% golf gps reviews Figures compiled using Alexa on 7/2/12 %Garmin% 46.66% 46.75% Outside Top 10 1.99% golf gps 1.42% www.g
54. How can we participate in content marketing?
55. How can we participate in content marketing? TRAVEL ADVICE FITNESS ADVICE
56. Customer
57. Customer
58. Customer Destination goals Achieving
59. ACTIVITY
60. (GARMIN) ACTIVITY
61. GARMIN ACTIVITY
62. ACTIVITY
63. ACTIVITY
64. ACTIVITY Check out this article!
65. ACTIVITY Check out this article!
66. ACTIVITY Thanks for the advice! Check out this article!
67. ACTIVITY Thanks for the advice! Check out this article!
68. ACTIVITY Thanks for the advice! Check out this article! If you like this, you should try this.
69. We have advantages
70. GARMIN = EXISTING CREDIBILITY We have advantages
71. We have advantages
72. Content Marketing in Action
73. L \ ( (
75. Top 5 Running Trails in San Francisco http://www.garmin.com/content-marketing-example 6-11-12...San Francisco has a reputation of its citizens having a healthy lifestyle. It also boasts some of the best running trails on the...
76. Top 5 Running Trails in San Francisco http://www.garmin.com/content-marketing-example 6-11-12...San Francisco has a reputation of its citizens having a healthy lifestyle. It also boasts some of the best running trails on the...
77. Garmin Google http://www.garmin.com/content-marketing-example 3 Top 5 Running Trails in San Francisco Crissy Field Tags: San Francisco, Running, Trails 6.11.12 WIth designated running paths and breathtaking views close to the Golden Gate, Crissy Field is arguably the most popular and accessible trail in San Francisco. Not a difficult run, which makes it a great way to start the day. Get up early--it gets crowded around seven. Send to
78. Garmin Google http://www.garmin.com/content-marketing-example 3 Lands End Trail Tags: San Francisco, Running, Trails 6.11.12 After running Lands End trail, you’ll never want to get on a treadmill again (staring at a TV has nothing on these views.) We’ve mapped out an easy 3 mile run complete with ocean views, but know the area is climbing with tourists to see the historic Sutro Baths. Park on the northeast side of the park for an easy exit. Send to Top 5 Running Trails in San Francisco
79. Garmin Google http://www.garmin.com/content-marketing-example 3 Lands End Trail Tags: San Francisco, Running, Trails 6.11.12 After running Lands End trail, you’ll never want to get on a treadmill again (staring at a TV has nothing on these views.) We’ve mapped out an easy 3 mile run complete with ocean views, but know the area is climbing with tourists to see the historic Sutro Baths. Park on the northeast side of the park for an easy exit. Send to Top 5 Running Trails in San Francisco CLICK
80. Garmin Google http://www.garmin.com/content-marketing-example 3 Lands End Trail Tags: San Francisco, Running, Trails 6.11.12 After running Lands End trail, you’ll never want to get on a treadmill again (staring at a TV has nothing on these views.) We’ve mapped out an easy 3 mile run complete with ocean views, but know the area is climbing with tourists to see the historic Sutro Baths. Park on the northeast side of the park for an easy exit. Send to Top 5 Running Trails in San Francisco Send to GPS Connect your device and push the Search for Device button below Search for Device
81. Garmin Google http://www.garmin.com/content-marketing-example 3
82. Garmin Google http://www.garmin.com/content-marketing-example 3 Lands End Trail Tags: San Francisco, Running, Trails 6.11.12 After running Lands End trail, you’ll never want to get on a treadmill again (staring at a TV has nothing on these views.) We’ve mapped out an easy 3 mile run complete with ocean views, but know the area is climbing with tourists to see the historic Sutro Baths. Park on the northeast side of the park for an easy exit. Send to Top 5 Running Trails in San Francisco Send to GPS Send to GPS Forerunner 910 Connected Golden Gate Park (5.6 miles) The Embarcadero (3.8 miles) Presidio Heights (4.0 miles) Crissy Field (4.2 miles) Lands End Trail (3.1 miles)
83. Garmin Google http://www.garmin.com/content-marketing-example 3 Lands End Trail Tags: San Francisco, Running, Trails 6.11.12 After running Lands End trail, you’ll never want to get on a treadmill again (staring at a TV has nothing on these views.) We’ve mapped out an easy 3 mile run complete with ocean views, but know the area is climbing with tourists to see the historic Sutro Baths. Park on the northeast side of the park for an easy exit. Send to Top 5 Running Trails in San Francisco Send to GPS Send to GPS Forerunner 910 Connected Golden Gate Park (5.6 miles) The Embarcadero (3.8 miles) Presidio Heights (4.0 miles) Lands End Trail (3.1 miles) Crissy Field (4.2 miles)
84. Garmin Google http://www.garmin.com/content-marketing-example 3 Lands End Trail Tags: San Francisco, Running, Trails 6.11.12 After running Lands End trail, you’ll never want to get on a treadmill again (staring at a TV has nothing on these views.) We’ve mapped out an easy 3 mile run complete with ocean views, but know the area is climbing with tourists to see the historic Sutro Baths. Park on the northeast side of the park for an easy exit. Send to Top 5 Running Trails in San Francisco Send to GPS Send to GPS Forerunner 910 Connected Golden Gate Park (5.6 miles) The Embarcadero (3.8 miles) Presidio Heights (4.0 miles) Lands End Trail (3.1 miles) Crissy Field (4.2 miles)
85. What’s Happening? My new Garmin Forerunner 910 made my trip to San Francisco! Check out the trails I downloaded from Garmin’s blog h://t.co/3z84qt Tweet 12 L ( ( (
88. ROI measurement? scalability? $ cost? leads converts visitors Questions
89. leads converts visitors ROI measurement? scalability? $ cost? Questions
90. leads converts visitors ROI measurement? scalability? $ cost? Questions
91. ROI
92. ROI
93. ROI KPI
94. ROI KPI
95. ROI KPI Outside Web Traffic
96. Unique Visitors
97. Inbound Links
99. Mid Large Content $1,290 $1,720 Premium $2,500 $3,500 Software & Hosting $1,500 $2,500 Personnel $6,667 $25,000* $32,720 $11,957
100. ADVICE ENHANCE OUR BRAND DRIVE WEB TRAFFIC GET MORE CUSTOMERS TRAVEL FITNESS &
101. We must find ways to innovate and improve the way we do business throughout our organization Cliff Pemble “ ” Waypoints 2/12
102. In 2012, we must be a company on the move, pursuing new ideas, creating our own opportunities Dr. Min Kao “ ” Waypoints 5/12
103. THANKS QUESTIONS?