Download Document

@WolfgangDigital
Alan Coleman - CEO
Siobhan McGinty – Content Marketer
I’m Excited
Refresh
Content Marketing refers to the creation and distribution of
relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience – with the
objective of driving profitable customer action
– Content Marketing Institute
Ask The Audience
Are you:
1. A complete Content Marketing Newbie
2. Already gotten started
3. Expert
Who’s a Search Marketer
Content Marketing or Inbound Marketing
6 Reasons Why Content Marketing is a
Marketing Must
1/ Google Loves It!
2/ Most Complete Marketing Strategy
Available
The Purchase Traditional
Funnel
& Display
Content
Marketing
Search
3/ Profit
U CAN CHARGE MORE!!!
Online Retail will kill customer loyalty???
Heuristic Decision Making
People Will Pay More For Products
They Love
Inbound Marketer
Search Marketer
4/ Retention
It costs 5 times more to get a new customer than
to keep an existing one
Maximise Opportunity From Existing
Customers
92% of people trust recommendations from friends and family
above all other forms of advertising when making a purchase
decision.
Global Trust in Advertising - Nielsen
5/ Amplify Your Voice
6/ The End of Media Spend
In the future, media spend will be the price a business pays, for
not capitalising on the content marketing opportunity.
Our Experience
Wolfgang Digital’s Six Content
Marketing Commandments
1. Understand the differences
between Evergreen and Real-Time
content
Evergreen Content
Relevant today, tomorrow, next week, next
month, next year…maybe even five years!
So you don’t believe this is
possible…?
Check out @JeffBullas on Twitter…
…and Hubspot!
70% of Hubspots leads come from OLD blog
posts!
Examples of Evergreen Content
• “How to” guides and tutorials
• Resource lists
• Frequently Asked Questions
Real-Time Content
2. Existing Content Shall be
Recycled & Repurposed
Recycled Content
This presentation will be shamelessly recycled in three
ways:
- Wolfgang Blog
- Wolfgang Slideshare
- Wolfgang Newsletter
Repurposed Content
3. Differences Between Your Target
Audience & Target Market Shall Be
Understood
For Example…
Much of our work comes from recommendations
from within our business community
4. You Shall Be There For Your
Audience
If People Speak To You on Social
Media…
…REPLY!
It’s Worked For Us…
• Sage.ie guest blog post
One day, Beatrice said
something interesting. I
Retweeted, Replied and
wrote a blog post inspired
by it. I acknowledged her
in the post. She shared it
with her social network
when I published it…
Ranking!
Why Guest Blogging Was Great!
• Web traffic
• Social following
• It spoke directly to our target
audience AND target market
• SEO
• Mutually beneficial relationship with Sage
5. A Content Calendar Shall Be
Created & Adhered To
Why Content Calendars Are Great
•
•
•
•
Keeps you organised and efficient
Curb Writers Block
Great for teamwork
Measurement
6. You Shall Measure Your
Content Marketing Efforts
Measuring Content Marketing
•
•
•
•
Website Factors
Ranking Factors
Social Factors
Leads
And don’t forget to optimise!
Excited?
Sign up for our newsletter:
www.wolfgangdigital.com/blog
@wolfgangdigital
[email protected]
[email protected]