content marketing: an integrated approach

Content Marketing

AN INTEGRATED APPROACH

Truus Heremans @trooogle

2013: The year of content?

Today, consumers are savvier than ever

Carrying out extensive research

… before making online purchase decisions

Today’s consumer

Promotional messages

Traditional one-way communication

Today’s consumer

Wants to be educated

Marketing that ‘does’ something

Information discovery and sharing

Traditional marketing talks at people. Content marketing

talks with them.

(Doug Kessler, Creative Director & Co-founder of Velocity)

Google Updates

! Genuinely ‘earn’ attention and visibility

! Adding value for your visitors = Google’s Golden Rule

! Highly relevant and useful content, that answers their problems/needs

By helping your visitors meet their goals, engaging them in a way that they would be

happy to link to and share your content

What happens online….

Today’s Internet world

! Ever-growing amount of information

! Continuously increasing number of channels and technologies

How do we attract and keep users’ attention?

We need to…

What is Content Marketing?

≠ simply creating more content

≠ not just another SEO tactic

≠ poorly informed blogger outreach

What is Content Marketing?

What is Content Marketing?

meaningful and customer-oriented information

useful and engaging for your specific audience groups

encourages them to consider you over a competitor

Quality > quantity

Content marketing goes beyond writing a blog post and publishing…

How do you get anyone to read your content?

What is ‘quality content’?

Why users stop following brands online…

Source: ExactTarget, 2011

To effectively reach your target groups, your content should be…

! Relevant and useful

! Add value

! Unique

! Have a clear business purpose

! Simple/easy-to-understand

! Engaging

! Personal

! Easy to find/share

Content is an important part of every online campaign

But is Content ‘King’?

Well, not exactly…

Content is an important tool to tell your stories, reach your customers and

convince them of your

But what is your content if nobody knows of it, if nobody is able to find it, or if they manage to find it also share it?

Content isn’t the goal

We need to tear down the Marketing Silos

Reach and engage your target audience

https://twitter.com/kevgibbo

An ‘Integrated Approach’

Make sure all content is optimised for SEO

Social Media

! To identify key influencers

! To identify content needs

! To increase reach of your content messages

! Set up Google Authorship

! Make all content shareable

Focus on visually engaging content

“90% of information transmitted to the brain is

visual, and visuals are processed 60,000X faster in

the brain than text”

(source: 3M Corporation and Zabisco)

PR

! Creative content is your best PR outreach

! Leverage PR agencies

Analytics

! Identify your most popular content (liked, shared, traffic)

! Seasonality

! Social referrals

Paid

Use paid search to drive traffic to a piece of content

The Digital Team

An integrated whole is bigger than a simple sum of all its parts…

Get in touch

! Twitter: @trooogle

! Google+

! LinkedIn: be.linkedin.com/in/truusheremans

! Pinterest: http://pinterest.com/sociallyvisual

www.sociallyvisual.com