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NOBODY PAYS THE BILLS
IN SOCIAL SHARES
CONTENT MARKETING WITH TANGIBLE VALUE
Stacey MacNaught
Tecmark @staceycav
Surprisingly few people
really “get” content
marketing.
@staceycav
What my friends think I
do…
@staceycav
What my friends think I
do…
@staceycav
“You get paid to mess
around on Twitter all
day, don’t you?”
What my Mum thinks I
do…
@staceycav
What my Mum thinks I
do…
@staceycav
“Something to do with
Google or something?”
What my Nan thinks I
do…
@staceycav
What my Nan thinks I
do…
@staceycav
“Computers.”
But it’s not just our parents
and grandparents who are
confused about it.
@staceycav
So are the clients/bosses
paying the wages and the
bills.
@staceycav
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
@staceycav
@staceycav
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
This doesn’t cut it…
@staceycav
@staceycav
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
In 2010, I was a part of the
team involved in delivering
this disaster.
@staceycav
@staceycav
@staceycav
“WTF is that?” I hear you ask…
@staceycav
That is Photoshop vomiting on
some boring content.
@staceycav
We called it an “infographic.”
@staceycav
Yes, there’s a
dinosaur on
it.
@staceycav
No, I don’t know why…
@staceycav
We spent a whole month of our
client’s budget on it.
@staceycav
And generated 2 links and 4
Tweets.
@staceycav
And of course, it didn’t result in
anyone submitting an enquiry.
@staceycav
@staceycav
It was as embarrassing as Boris…
Fast forward a few
years
@staceycav
(and a lot of trial and error)
We’re delivering
links on quality
and quantity.
@staceycav
@staceycav
Garden and
home security
survey
@staceycav
British Business
Dreamers
Survey
@staceycav
We can correlate links with an
improvement in rankings, traffic
and sales.
@staceycav
@staceycav
But we can do better.
@staceycav
But we can do better
When we stop
thinking of content as
a channel of its own
@staceycav
And start looking at it as
a tool to improve the
efficiency of other
channels.
@staceycav
@staceycav
@staceycav
This generated links and
engagement
@staceycav
But also….
@staceycav
Which resulted in…
@staceycav
Which led to…
£££
(direct and assisted bookings)
@staceycav
@staceycav
Content to win researchers
@staceycav
Won visits through organic, social
and low cost PPC
@staceycav
Retarget users based on which
pages they viewed.
@staceycav
Lower CPA by up to 75%.
Content that generates measurable
VALUE
@staceycav
A SIMPLIFIED VERSION OF THE JOURNEY TO
PURCHASE
@staceycav
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
And it’s here that I believe a
ton of opportunity lies
CONSIDERATION
WHERE CONTENT BECOMES A MORE
DIRECT REVENUE DRIVER
@staceycav
@staceycav
This is all about
research
@staceycav
It’s not just about
understanding
who the customer
is and what they
want.
@staceycav
We have to
understand the
scenarios that put
your customer
potentially in the
market for your
product
@staceycav
Desire Need
@staceycav
Desire Need
What makes
someone want
your product or
service?
What has
happened to make
the user need your
product
@staceycav
@staceycav
What is the event that
triggers the process that
ultimately ends in the
purchase of your
product/service?
1.
@staceycav
“My washing
machine has
broken.”
@staceycav
What’s the user’s
objective at this stage?
2.
@staceycav
“I want to fix
my washing
machine.”
@staceycav
What online actions might
they take?
3.
@staceycav
Plan content around the triggers
that begin the consideration
process
@staceycav
And content to meet needs or
overcome problems at each
stage through to purchase.
@staceycav
Survey your customers about
triggers
@staceycav
A trigger for a new purchase in
almost all product areas is a
product recall
@staceycav
http://www.tradingstandards.uk/advice/advice-recall-list.cfm
@staceycav
@staceycav
@staceycav
@staceycav
http://ec.europa.eu/consumers/consumers_safety/
safety_products/rapex/alerts/main/?event=main.listNotifications
Find out what related online
queries people make:
@staceycav
@staceycav
Keywordtool.io
@staceycav
Answerthepublic.com
@staceycav
Faqfox.com
@staceycav
@staceycav
Your call centre team!
@staceycav
Use PPC to promote
content cost effectively
@staceycav
Nobody’s	bidding	
@staceycav
Nobody’s	bidding	
@staceycav
Nobody’s	bidding
Don’t expect
conversions here.
@staceycav
And don’t expect people
to just remember you
when they are ready to
convert.
@staceycav
Retarget
effectively.
@staceycav
Measure.
Attribute.
Learn.
Adjust.
@staceycav
stacey.macnaught@tecmark.co.uk

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