how content marketing is changing everything by maggie fox
DESCRIPTION
SAP Social Media Day 2012 (#SMW12) presentation by Social Media Group Founder & CEO Maggie Fox on "How content marketing is changing everything".TRANSCRIPT
HOW CONTENT MARKETING
@maggiefox
Founder & CEO, Social Media Group
is changing everything
Present state of marketing:
your biggest challenge
What’s holding you back?
Four steps to earning attention
and delivering results
Present state of
marketing
No filters
No filters
+
Low barrier to entry
No filters
+
Low barrier to entry
=
High noise:signal
That last point is probably the
most significant…
…62% of advertisers feel that
traditional TV ads are NOT AS
EFFECTIVE AS THEY USED TO BE.
“Old” media companies are
feeling similar PAIN…
…More than 50% of US print
advertising has DISAPPEARED
since 2005.
TV viewership is at
1990 LEVELS.
It’s not because
ads suddenly broke
or newspapers got
boring. The issue is
fragmentation of
attention.
You now have to earn
attention
in a billion-channel
universe
quality, aligned
highly targeted
earn
non-blogging social media (79%)
article posting (78%)
in-person events (62%)
e-newsletters (61%)
case studies (55%)
blogs (51%)
white papers (43%)
webinars/webcasts (42%)
What content marketing looks like:
How do you get there
from here?
Step 1
Listen to your market
Typical sales funnel
1. Awareness
2. Opinion
3. Consideration
4. Preference
5. Purchase
Step 1
Sample sales funnel from a content
perspective
1. General/adjacent topics
2. Solution-based
content
3. Case Studies
4. Customer
stories/testimonials
5. Product
information
Step 1
Sample sales funnel and the “3B’s”
1. General/adjacent
topics
2. Solution-based
content
3. Case Studies
4. Customer
stories/testimonials
5. Product
information
Borrowed
+UGC: enabled and
harvested – at scale
Step 1
Bought
Built
Step 2
Build the framework
Step 2
Umbrella Topic
Theme #1
- Subthemes
Formats
Distribution • Earned • Owned • Paid
Theme #2
- Subthemes
Theme #3
- Subthemes
Make good content.
Step 2
Content: What can it look like?
Step 2
Content: What can it look like?
Step 2
Be the right thing,
in the right place,
at the right time.
Step 3:
Your paid placement appears as a
story item within the organic river
of Digg news, with a small
“sponsored by” link.
Distribution: Digg.com
Step 3
It’s a syndicated content
recommendation engine that reaches
300 million people a month.
Distribution:
Outbrain.com “Outloud”
Step 3
Case Study: Financial Services
1,293,347 clicks from 445,250,000
impressions (CTR of 0.290%)
Average cost per click (CPC) $0.13,
and CPM of $0.36
950 business leads generated
(0.07% conversion rate)
6,383 pieces of branded content
downloaded (0.5% conversion rate)
400% increase in conversions
within 3 months
Cost per sale well below CPS from search or PPC
Results:
1.
2.
3.
4.
5.
6.
Step 3
1. 0.3% CTR
2. Total impressions: 8.6mm
3. CPC of $.14/CPM of $.42
4. 400% increase in channel subscribers
Case Study: SAP Business One
Goal: traffic/awareness
Step 3
Listen to your data Step 4
METRICS
1. High Quality Content
• Optimized for digital
• Entertainment quality or highly
targeted (Earned Media or
Owned Media)
What is your data telling you?
Step 4
3. Engagement
Traffic “Converse or
Convert”
2. Platforms
Paid Placement, delivered
to audiences actively
consuming relevant
editorial content
Understand your “3B’s”
Start at the start: listen to your
audience
Develop your framework
Listen to your data: test/iterate/refine
HOW CONTENT MARKETING
@maggiefox
Founder & CEO, Social Media Group
is changing everything
Thanks.
Images sources:
Slide #1: www.flickr.com/photos/library_of_virginia/3596005520/
Slide #9: ©iStockphoto.com/-Antonio-
Slide #11: http://www.flickr.com/photos/george_eastman_house/3123696152/