using content to build brand loyalty & consumer trust – luke knight

@4PsMarketing #4PsEDGE@Luke_4Ps

Hello

Luke Knight Digital Strategist @ 4Ps Marketing Specialising in Food, Drink and Travel

@Luke_4Ps

Content Marketing in 2013 “Why you do what you do” What content could YOU use? Being strategic Measuring ROI Case Studies

“Over 90% of respondents believe that content marketing will become more important over

the next 12 months”

“Nearly three quarters (73%) of digital marketers agree that brands are becoming publishers”

“Only a minority of companies (38%) have a defined content marketing strategy in place”

“83% of responding companies use social posts and updates for marketing, more than any other

type of content”

Building Brand Loyalty

Increased engagement (52%)Increasing traffic to site (49%)Raising brand awareness (38%)

Increased engagement (58%)Generating leads (44%)Increasing traffic to site (34%)

Content Marketing could play a significant role in reaching objectives…

Simon Sinek, www.StartWithWhy.com

“People don’t buy what you do. They buy why you do it.”

Modern marketing is not about telling people why your product is the best. It’s about adding value to your existing or potential customers

Insightful, authoritative, interesting, emotive and honest content allows for a better relationship with you audiences

If you understand your objectives you’ll know what to measure

Measuring the following will help determine content success: Views, downloads, shares etc Online conversations Website traffic (To specific content) Attributed conversations Social media reach Coverage (On + offline)

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700+ blog visits 6 direct conversions

67K reached on Twitter Highest peak in online conversations

Over 1k entries 5,153 new

‘Likes’ 6.4 million

impressions

2013 is the year of content Know what you want to achieve

first People buy why, not what Do your research and have a plan Your content must add value

“Great content isn’t really great until it is found, consumed and

shared”

Any Questions?

@4PsMarketing #4PsEDGE@Luke_4Ps