dms scotland: making content king in your marketing 14 november 2013
DESCRIPTION
TRANSCRIPT
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Data protection 2013
Friday 8 February
#dmadata
Supported by
DMA Scotland: Making content king in your marketingThursday 14 November 2013, Hotel Missoni#dmascotland
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4.00pm Registration
4.30pm Welcome from the Chair
4.40pm Content marketing researchEmma-Jayne McEwan, Head of Media Channels, DMA
4.55pm Digital Evolution – The list survival guide
Brendan Miles, Digital Commercial Director, The List
5.25pm Passive Attack: 12 killer tips to make words work wonderfully well for you
Richard Norton, Senior Copywriter, Indicia
6.05pm Networking drinks & Nibbles
7.15pm End
Agenda
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Welcome
Nicola Farwell, VisitScotland
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Content marketing research
Emma-Jayne McEwan, DMA
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Emma-Jayne McEwan
@ejmcewan
#dmascotland
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1. You have 60
seconds to
complete 5
questions
2. Swap with person
next to you
3. Stay tuned to the
presentation for
answers....
Content Marketing Contest
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The study in numbers
190 participants
128 B2B / 34 B2C
1stfor UK
71% SME’s
45% jobs Marketing Comms, Advertising, PR
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Answer 1
What % of UK marketers have adopted content
marketing?
A. 75%
B. 81%
C. 62%
D. 94%
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Answer 2
How many different content marketing tactics do UK
marketers use?
A. 7
B. 13
C. 26
D. 35
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Answer 3
Which are the top 3 content marketing tactics used by
UK marketers?
A. Website articles 1st
B. Blogs
C. Social media (excluding blogs) 2nd
D. Gamification
E. Webinars
F. Microsites
G. Case Studies
H. eBooks
I. eNewsletters 3rd
J. Mobile Apps
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Answer 4
Which of the following is the most important content
marketing goal?
A. Lead management
B. Website traffic
C. Engagement
D. Brand awareness
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Answer 5
What % of UK marketers are going to increase their
content marketing budgets?
A. 17%
B. 35%
C. 64%
D. 88%
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What good looks like....
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Download 2012/13 Report
@ www.dma.org.uk
COMING SOON! 2013/14 Report
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NEW! DMA Content Strategy......
• Create a vibrant community
• Move from leadership to followership
• Extend value and engagement beyond councils to all members
• Move outside of DMA ‘heartland’ issues
• Appeal to a wider audience
• Build on our heritage and go beyond best practice to thought-leadership, experimentation and pioneering the future
#dmascotland dma.org.uk
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Digital Evolution – The list survival guide
Brendan Miles, The List
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Digital Evolution
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What is content marketing?
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Another definition
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
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Aim for 99.9% accuracy
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Printed content
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List.co.uk
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Mistakes
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How long will my content be relevant for?
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How large is the potential audience?
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How large is the potential audience?
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What’s the competition like?
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Will people return?
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Where are they?
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Richer information is better
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Double the traffic
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Don’t break links
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An illuminating example
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Fireworks traffic
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A Flea Market
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Why a flea market got into our top 20
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The Stone Roses
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Stone Roses Article traffic over time
0
20
40
60
80
100
120
140
160
180
Article views
Article views
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Stone Roses event traffic over time
0
500
1000
1500
2000
2500
Event views
Event views
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Analytics
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Mobile
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Desktop users are active
70% of online searches result in action in one month.
(Mobile Marketer, 2012)
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Mobile users are active... right now
70% of all mobile searches result in action within 1 hour.
(Mobile Marketer, 2012)
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Mobile users
9 out of 10 mobile searches lead to action, over half leading to purchase.
(Search Engine Land, 2012)
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The Future
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Passive Attack: 12 killer tips to make words work wonderfully well for you
Richard Norton, Indicia
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PASSIVE ATTACK
TWELVE TIPS TO MAKE WORDS WORK FOR YOU
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© Indicia54
404FAILHASHTAG@PONTIFEXSURVEILLANCE
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© Indicia55
TWEET IT.TWEET IT NOW.#DMASCOTLAND
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© Indicia56
WORDS CAN MOVE, EXPLAIN, STARTLE, EXCITE, PERSUADE, EXPRESS IDEASAND MORE...
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© Indicia70
NUMBER 1:THRIVE ONCREATIVITY.
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© Indicia71
NUMBER 2:SIMPLE.CLEAR.BRIEF.HUMAN.
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© Indicia72
NUMBER 3:THAT KILLERFIRST SENTENCE.
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© Indicia73
I AM A DYNAMIC FIGURE OFTEN SEEN SCALING WALLS ANDCRUSHING ICE.
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© Indicia75
NUMBER 4:ACTIVE VERBSALL THE WAY.
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© Indicia76
WHY WAS THE ROADCROSSED BYTHE CHICKEN?
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© Indicia77
SUBJECT.VERB.OBJECT.
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© Indicia78
PASSIVE.THIS SLIDE WASWRITTEN BY ME.
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© Indicia79
ACTIVE.I WROTE THIS SLIDE.
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© Indicia80
AUXILIARY VERB + MAIN VERB(PAST TENSE).
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© Indicia81
ARE LISTENED TO.IS GIVEN.WAS DECIDED.WERE BUILT.
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© Indicia83
NUMBER 5:IF THEY ZIG,YOU CAN ZAG.
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© Indicia84
INNOVATIVE. QUALITY. PASSIONATE. VALUE-ADDED.ENGAGED. COMMITTED. PROFESSIONAL. TAILORED.
FOCUSED. EXPERIENCED.
EMPOWERING. UNIQUE.
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© Indicia86
NUMBER 6:USE SHORT SENTENCES.
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© Indicia87
L.M.SHERMANNIKOLAI A. RUBAKINHARRY D. KITSONBERTHA A. LIVELYRUDOLF FLESCH
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© Indicia88
PARAGRAPH.4 SENTENCES.1O WORDS AVG.40 WORDS TOTAL.
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© Indicia89
NUMBER 7:PLAIN WORDSARE BEST.
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© Indicia91
SESQUIPEDALIANISMOBFUSCATESPELLUCIDITY.
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NUMBER 9:EMBRACEGRAMMAR ANDPUNCTUATION.
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NUMBER 10:LOVE YOUR SOCIAL.
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NUMBER 11:THINKCLASSICALTHOUGHTS.
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NUMBER 12:STUDY YOUR WORDS CAREFULLY.
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BIT.LY/19G78CE
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Closing comments
David Thomas, Sainsbury’s Bank