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Planning an

optimised content strategy

Mario Kyriacou, Managing Partner

Ratio

24th August 2016

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Something about RATIO

The

difference

We believe

Insight, testing and optimisationis key to success

Digital strategy Digital campaigns

Web development Sitecore best practice

Continuous testing

and personalisation

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VALUABLE, RELEVANT,

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Value of content marketing

Keep your brand front and centre

Build and nurture

relationships Content allows brands to differentiate their offering

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$118.4 billion will be spent on content marketing, video marketing and social media in 2013. (eMarketer)

Blogs give websites 434% more indexed pages and 97% more indexed links. (Content+)

79% of B2B marketers use content marketing to achieve brand awareness goals. (Content Marketing

Institute and Marketing Profs)

Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Hubspot)

Interesting content is one of the top 3 reasons people follow brands on social media. (Content+)

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How people engage with content

Desktop Mobile Apps

Tablet Email Social

3rd party sites

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Content types

Infographics Photography

ebooks Podcasts

Blogs Videos

Articles Whitepapers

Webinars Newsletter

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*Content is everywhere

but an optimised content strategy is

focused on

attracting an audience which you

own, build and optimise

to achieve your marketing objective

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Ask yourself

How do we engage with our audience?

Do push sales/product message to customers?

Are we reactive with our content creation?

Do we target the same content to our entire

audience?

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Optimising your content strategy

Know your audience

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Map content to the customer journey

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Develop content marketing KPIsKPIS SHOULD MEASURE BOTH:

• CUSTOMER ENGAGEMENT E.G. CUSTOMER INTERACTION WITH CONTENT

• IMPACT ON SALES, REVENUE AND THE BUSINESS

Soft metrics Hard metrics

Blog sign ups

Impact on business

Newsletter signs ups

Video views

Time on page

Bounce rate

Social shares

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How to define the types of content to create

and optimise

Build relationships

Industry benchmark

Analytics review

Content audit

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Don’t take

chances with

content creation:

Create data-

driven content

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Deliver a seamless content experience

Digital channels

Website

Social

Search

Mobile/App

In-store

Call center

Video

Display

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Profile your customers

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Content matched to each visitor

Technology

•Marketing automation

•Personalisation tools

•Web, social and email analytics

Automate and

personalise

•Hypertargeting

•Deliver relevant content

Audience segments

•Treat each segment differently

•Remember visitor choices and preferences

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Optimising

your content

doesn’t mean

you can’t still

be

agile

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Takeaways from session

1. Map how customers currently interact with your content

2. Move away from reactive content creation

3. Content should be mapped against the customer journey

4. Profile your customers to better serve them

5. Leverage technology to deliver content across channels

6. Measure the impact of content on the business

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Q & A

Get in touch with Mario Kyriacou:

www.linkedin.com/in/mariokyriacou

Mario.kyriacou@ratiopartners.co.uk

@mario_kyriacou

www.ratiopartners.co.uk

Next webinar:

How to build an agile marketing team

Wednesday, 31st August

2pm GMT

http://digitalsummit.ratiopartners.co.uk/