Content Marketing: Case Studies and Strategies for Success
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Content created for UNF Social Media Class, presented by Daniel Burstein and Regina Love. How can content marketing impact your marketing goals? In this presentation, Daniel and Regina will define content marketing and explore how creating content attracts an audience and earns companies trust in the eyes of the modern customer.
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Content Marketing: Case Studies and Strategies for Success
- 1. Content Marketing Case studies and strategies for success
- 2. What is content marketing? ?
- 3. ? Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. http://bit.ly/1djEYBf What is content marketing?
- 6. Why?
- 7. How does content marketing relate to social media?
- 11. About the MECLABS Institute MECLABS is a research institute focused on discovering what really works in marketing. We conduct real-world experiments with companies around the world to understand why people say “yes”. Our scientific approach provides the basis for education and training resources that help create exceptional, customer-centric marketing organizations.
- 12. Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Regina Love Operations Manager MECLABS
- 13. What constitutes as content marketing?
- 14. What constitutes as content marketing? Videos Red Bull MS Blog Post
- 15. What constitutes as content marketing? Videos Blogs
- 16. What constitutes as content marketing? Videos Blogs Slide decks
- 17. What constitutes as content marketing? Videos Blogs Slide decks White papers
- 18. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars
- 19. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars Case studies
- 20. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars Case studies Infographics
- 21. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars Case studies InfographicsAnd so much more!
- 31. It’s a lot.
- 32. Above all else, content marketing should be: (Mostly) free (Mostly) non-promotional Helpful Educational Shareable
- 33. Why content marketing? Print Advertising Social Media Mobile Marketing Direct Mail Trade Shows SEO Optimization PPC Webinars Email Marketing CONTENT 0% 40%10% 20% 30% 10% 20% 30% DEGREEOFDIFFICULTY LEVEL OF EFFECTIVENESS Lead Generation Benchmark Survey Fielded January 2012, N=1,915 MarketingSherpa Content Callout: Content: there is no easy button. -Scott Abel Content Strategist
- 36. Measurement 20% Golf Platform 7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities http://bit.ly/19zX8k4
- 37. Measurement 20% Golf Platform 7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities + 100% Increase in Web visits per month http://bit.ly/19zX8k4
- 39. From thisFrom this But this… 80%=30 ARTICLES http://bit.ly/15yplDJ
- 40. SELL
- 41. Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
- 42. The value proposition http://www.meclabs.com/methodology Content Callout: Treat your content like a product. -Drew Davis Brandscaping 1 3 2 Question: If I am your ideal customer, why should I engage with your content rather than any of your competitors’ content? Prospect B PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT #2 PROSPECT-LEVEL PROCESS-LEVEL PRODUCT #1 PRODUCT #1 PRODUCT-LEVEL
- 43. Even “free” offers require a conversion Not this
- 44. But this Not this Orientation Small form Single CTATestimonial Quantifier Even “free” offers require a conversion
- 45. But this… Not this… Orientatio n Small form Single CTATestimonial Quantifier Start Rate Conversion Rate Control 0.73% 0.73% Treatment – Optimized 10.37% 4.76% Relative Difference 1,312% 548% Increase in conversion Selling free content on the registration page increased conversion rate by 548% 548% Even “free” offers require a conversion
- 46. What is the value? Submit Comment
- 47. Listen to your audience Submit Comment
- 48. What are we trying to communicate? Join the conversationSubmit Comment
- 49. What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion
- 50. What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion 39% Increase
- 51. TELL YOUR STORY
- 52. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the positive Content Callout: Content is anything that adds value to the reader's life. -Avinash Kaushik Google
- 53. Help women identify new beauty trends Facebook 395,440 likes 842 people talking about this Twitter 782K followers Company: Beautylish Industry: Beauty Project: Brand journalism http://bit.ly/18PBt4s
- 54. Help people learn about wine 154% lift in organic traffic 50% increase in monthly email opt-ins 153,535 Facebook likes Company: Wine Enthusiast Industry: Wine retailer Campaign: Product education http://bit.ly/1tjGlqm
- 55. Help marketers improve their ecommerce efforts Help ecommerce marketers see where they stand, and insights for improvement. Company: MarketingSherpa Product: Ecommerce Success Score Survey http://bit.ly/1vx8P2k
- 56. Help people learn about big data 291% increase in social referral traffic 151% increase in organic search 269% increase in average time spent on the website Company: IBM Industry: Data Campaign: Content to help people understand big data and analytics http://bit.ly/1f5DQqH
- 57. Focus on the audience and the message … NOT THE MEDIUMContent Callout: Content marketing is all about telling a compelling story. -Joe Pulizzi Content Marketing Institute
- 58. STOP AT NOTHING
- 60. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 61. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 73. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 Marketers’ expected changes to channel budget 3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23% Print advertising Tradeshows Direct mail Webinars Paid search (PPC) Mobile marketing Marketing… Email marketing Content marketing SEO Social media Website… Increase greatly Increase slightly No change 62% Increase
- 74. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 75. Why Content Marketing Fails, Moz (2014) http://bit.ly/1HMiETy
- 76. You pay with help, you receive attention and trust Your Company Customers Share of Mind Trust Content Relevant Helpful Entertaining
- 77. $4.2 BILLION
- 78. $3.9 BILLION
- 79. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 82. Real content marketing adds value for the customer, no matter the topic http://bit.ly/19zX8k4 Content Callout: Be the best answer. -Lee Odden TopRank Marketing
- 83. Top takeaways Sell your “free” content Tell your story Stop at nothing Content Callout: Content isn't King; it's the Kingdom. -Lee Odden TopRank Marketing
- 85. Questions?
- 86. Additional Resources Blog Case Study: Three Lessons Learned from a 232% Increase in Visits http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/ Selling Free Content: Why Seth Godin never gives anything away for free http://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html Content Marketing and SEO: The world doesn’t need another blog post http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/ Content Marketing: 3 tips for how to get started http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/
Hinweis der Redaktion
- Welcome to the Content Marketing Institute (CMI) where our mission is to advance the practice of content marketing. While the site is full of practical, how-to guidance, you’ll also find insight and advice from the experts, and an active community for discussing the latest news, information, and advances that are moving the industry forward.
- Yes! Consumers have simply shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
- Social media is content marketing. In social media, you can post promotions, you can post customer service things, and you can also post content…
- Intro: Content Operations Manager, as Dan said before what content marketing is. My job is to help create those project plans and process flows that help our team distributing that valuable content for our audience
- Video is a fundamental part of every content marketing strategy. How would you describe red bull as a company? They provide content for their audience even though it is not about their physical product. Instead they are using content marketing to bring their customers to the front in an intense way. They focus on sports, culture, and lifestyle of it’s adventurous drinkers through their magazine, The Red Bulletin and broadcasting live events and stories through Red Bull TV.
- Easy way to publish entertaining information for their audience, it’s all about getting your subject matter out there. Blogs increase user interactivity with comments and links.
- Visual content marketing, keep audience engaged when words just aren’t enough
- A white paper is a type of report that is distinctive in terms of purpose, audience, and organization. Its purpose is to advocate a certain position is the best way to go or that a certain solution is best of a particular problem Who uses it? Software companies or companies who are making a large purchase
- Web-based seminar, that could be a presentation or lecture transmitted over the Web using video conferencing software. We offer monthly webinars to our MarketingExperiments audience marketing managers as a way to give, receive, and discuss valuable information
- See what others are doing by reading in-depth case studies to walk through the process organizations are using to get better results
- Graphic visual representations of information. They present complex information quickly and clearly
- Now I just showed different types and now we’ll go over putting those into a content marketing strategy
- Econsultancy created this periodic table of content marketing that is an overview of the key elements of content marketing. The first step is developing the strategy, which is the fundamental key to success.
- Next, figure out the format…there are so many different styles to choose from. Which ones will help support your idea? Article, Game, or Ebook.
- Then, think about the content types that will appeal to your brand and audience. Do your research? ‘How-to’, checklists, survey
- Next, share your content on your site and other relatable social media platforms….blog, vine, pinterest
- Now raise your hand if you are anything like me and you want to see that people are looking at your work. Here is where you track your content like key metrics, like page views or number of downloads
- With everything you want to ensure that your content is supporting your primary goals. Specific engagement with social shares or increase in website traffic
- When you are sharing, you want your readers to feel something and want to respond, so think about triggers for sharing content are you trying to evoke. Shock, funny, or uplifting
- Finally, double check your work. Have it edited, make sure it’s optimized, and invite feedback. Tone of voice/brand guidelines – instagram, does the image and the caption match the tone that your audience expects?
- So when you put it all together
- Main points
- In our research from marketers around the world, we asked them about what types of marketing are most effective, and also their difficulty. Content was very high with effectiveness, but im sure as you can imagine, it’s difficult as well to pull the resources to put together great content. You need writers, editors, IT support for the websites, social media plug ins and people to promote content. It takes a lot of time and resources to get it right. But, with that said, it’s a very effective tactic to reach targeted audiences, and get them aware of your brand
- So you may be thinking, OK, increases to blog traffic and engagement are great. But what does this mean for a business? Why should they do this? ZAGG is a mobile device accessory provider, I’ve seen their products at Best Buy. They aren’t afraid to post about their products, the only caveatt here is that it has to be something interesting or new to say, something that helps people make a purchasing decision.
- They started the blog in 2011, and though driving traffic to it vis social sharing, they have seen a 172% return on investment from direct sales.
- I’ve been talking a lot about consumer brands, but this works for the B2B sector as well. Take McGladrey, you probably have not heard of them. They are the fifth largest assurance, tax and consulting firm globally, and they spend 60% of their marketing focus on content.
- Having great content is one thing, so how do you use it to your advantage, and present it ina way that will help customers but also lead to sales. Here’s a great example of one marketer that sells pools. Normally, they would send out an email confirming an appointment for them to come out and give a consultation. This works fine, but they wanted to help customers further to help them make a decision. This goes even if the content helps them not decide to buy. Its very transparent, and helps them make their decision no matter the outcome.
- As a result of sharing their articles and posts related on buying pools, he found that overall, if a potential customer sees 30 articles, they are 80% likely to convert.
- SO we’ve shared some successful examples, but what can you learn from this research? What can you learn from our own case study of how we increased blog traffic 232%? It starts with one thing: you must sell. Not just products, but you need to sell your free content.
- It’s not enough to provide free content, and hope people eat it up. You need to sell it, just like any other product. Nothing in life is free. Here on campus, I’m sure you see events or meeting where they have free pizza or cookies or something, but it’s always to get you to attend a club meeting or join a group. You’re paying with your valuable time. You could be studying or hanging out with friends, but you’re here at a meeting for a club perhaps because of the allure of free food. Same goes for free content. People are weighing not monetary costs, but costs in time. Is this content pertaining to me efforts? If it is, is it useful? Llike the content youre seeing today, it was presented in a free 30 minute webinar. That’s a long time for someone to stop their work, and focus on what we have to say for that long. You must balance the value of what you have with the mental costs. Every action requires a value proposition…meaning
- For every piece of content, you need to answer questions like “why should my target customer read this blog post, instead of any other blog post?” or “attend this webinar, instead of any other webinar: You have to look at the value of the content being produced.
- For a lot of free content out there, you must enter in your information to get access. You cannot simply put out a piece of content and expect people to come running just because it’s free. You need to sell it. This is a B2B company, looking for people to sign up and try their free demo. There’s not much value on the page. Why should people take the time to fill in this form. It’s not clear.
- They tweaked their messaging. They added a big blue banner that explained what the product did, why it would be useful with the “cut your work load up to 64%,” and added a testimonial of their customers. There was a smaller form and a clear CTA to get FREE access.
- So, let’s dive into how we applied this knowledge to our own MarketingExperiments blog. We encourage our readers to interact with our content, not just through social sharing, but also commenting on what we talk about and sharing their own insights. This appears at the bottom of every post, and you can see the button says “Submit Comment” We have taught many times through our free webinars and our research that submit is a bad word. You are demanding something from people. SUBMIT TO US! One of our readers knew this, and asked
- Hey, you should set up a test, and see if maybe changing the button copy will engage more people. Be more inviting and ask them to share their thoughts.
- Well, we did. We set up an A/b split test. Half of the people seeing blog posts on the site would see the normal, Submit comment button, and the other half saw “join the conversation”
- And for this, we saw an increase in the number of comments for a blog post,
- Which translates into a 34% increase in people commenting and talking with us and their peers.
- The next part in a successful content marketing strategy relies on you telling your story. What kind of content can your company offer that will be helpful and valuable to your audience?
- Sells beauty products and makeup online, publishes content on how to use products to their full potential In 2011
- Teaching people about wine pairings, types of wine, buying guides, videos, reviews, ratings, best of lists
- Help them overcome challenges, too. This is a special tool we created that was a short survey that told marketers their unique success score, and provided ways to improve it with our content.
- Big data and analytics is a huge topic for marketers, and there’s a lot of information they may not know about it. IBM has a Content Hub with all kinds of useful content to help marketers understand the world of analytics.
- In these examples, you saw YouTube, Facebook, Instagram, tools, articles… the key is to focus on understanding how to give your audience the valuable content they want with a good message, and let the medium come into play later. When they started, they might not have known that they would be using a certain channel. In the beginning, it’s all about finding what you want to say, and then how you want to say it.
- And finally, the last piece of successful content marketing is to stop at nothing.
- We hear all kinds of challenges from marketers when it comes to content marketing…as an Operations Manager, I plan ahead to make sure that our team has enough time padded for rounds of review and editing. No one thinks they have time, but you have to define what your priorities are. You can always repurpose your content
- Selling free content must be valuable. Take for instance our event presentations that run about 30 minutes long, which is a BIG commitment. Set up repurposing content – platforms, formats,
- add the case study to a book, complied of case-studies
- Present the case study live on stage at an event
- Write a blog post on the live presentation
- Create a full replay from the presentation
- From the full presentation, we feature a specific part with excerpt on YouTube
- Write a blog post on the excerpt focusing on a specific portion of the presentation
- Tweet the all of the case study, blog post, etc. - one platform for all of the formats
- Feature the excerpt in a newsletter
- Make the slides available for download
- 1 case study we created various types of content, reaches different audience Traffic manager the process on the blog posts and publishing the formats
- But in reality, the only way to do content marketing is make it free. We saw that 62% of markers are increasing their marketing budgets projected from our research. More and more marketers are looking to allocate more time and resources into content marketing. Companies need resources in order to get the job done well. Content Marketing is an investment. You have to gather resources to help produce
- The second barrier is hearing that we don’t want to give away this content for free. Sure completely understandable, but you should think of the cost vs. benefits
- There are other values to gain besides just money
- In the end, you pay with help, and you gain their trust. Even if they aren’t ready to buy your products yet, they’ll come back to you again and again if you can produce that valuable content that is beneficial to them Internal examples: Last year we partnered with Magento, an eCommerce platform, create The MarketingSherpa Ecommerce Benchmark study. Magento provided the research grant for us to conduct the survey and allow marketers the free download of the 95-chart publication. Do research on this and let us know, shared with their customers, they won’t independent without them, wanted to share, building the trust.
- Here is an example of the opposite of content marketing. GM spent $4.2 billion on traditional way of product promotion. Interruption marketing – promoting a product through continued advertising, promotions, and sales. TV ads and banner ads. They are paying someone else to show their content (small segment) when they can pay to make their own (invest in something more interesting for their audience). Why be a page in the magazine when you can be the entire magazine (rephrase)
- Recently bought a car, I went straight to searching for free content than looking at the ads that they advertised. Not a cent went to my decision. It was the free content.
- We’ve worked hard to get where we are, why should we give our valuable process away so quickly. Too much protection can kill a market, focus on new innovation over old Businesses have the greatest opportunity to utilize content marketing and reveal the heart and soul of their company to build meaningful relationships with their customers. Have the ability to promote their expertise and establish themselves as the leader in their field.
- Raise your hand if you have had trouble with Comcast. I’ve had on-demand for almost a year and haven’t been able to use it for 6 months. They are pushing commercials, sending emails, and sending fliers, but no one is fixing common issues like mine. When I googled the issue, I found more people writing blogs on the issue than actual forums from Comcast. This is an example of how content can hurt you. Companies don’t want to admit that they have a problem, but you can’t say what you have, if you don’t show it
- So who likes McDonalds? Do you know what their secret is? Through content marketing, many businesses are opening their doors and lifting up the dark curtains, giving the world a bird’s eye view inside the operations of their organization. Even McDonald’s are literally revealing their secret sauce, and people love them for it! In fact, McDonald’s Canada (why not the U.S. site hmmmm?) encourages consumers to ask ANY question and they will answer it right on their website! In the end your competition already has the formula. We are in the modern age where the truth always surfaces eventually.
- Back to the example with river pools, Marcus knows that sharing content, even if maybe that content leads to his prospects going to a competitor if River Pools isn’t the best fit for them, that’s OK. They are still getting new business from clients and those that interact with him had a positive experience, and will continue to look to his brand for content. Maybe in the future, they’ll come back to River Pools. Investment and big decision. Answered all the questions that people are afraid to answer. Google search his way the site that cam up