Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.
The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.
Key Takeaways:
1. Overall trends in content for digital marketing
2. Emerging consumer driven models for content marketing
3. How successful companies are growing with web content
4. Roles for a successful content marketing "A-Team”
5. Future growth opportunities with digital content
6. 51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)
99% of Marketers have
used at least one content
marketing tactic.
(Content Marketing Institute/Brandpoint 2012)
60% will increase spend on
content marketing.
(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
7. Content Distribution Channels
96% Social Media
78% Paid Search
76% Display Ads
69% SEO
Source: Outbrain – State of Content Marketing 2012
33% Email
8. 63% of US Internet users use search
engines daily eMarketer Aug 2012
81%
Perceptions
Are Influenced
Weber Shandwick 2012
89%
Use Search for
Purchase
Fleishman-Hillard 2012
12. Traditional Approach
Red
Widget
Features & Benefits
Advertising
PR Email White Paper Direct Mail
13. Persona
“Jane Exec” Modern Model for
Influences CEO
Goals: Fast,
Save $, Service
Content Marketing
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Locator Newsletter Soc Net
Ads Blog PPC Loyalty VIP
Save $
Press Reviews Discount Community Referral
Article Reviews Display Network Referral
Service
Media Blog Offers Thank You Rewards
16. 30 Content Marketing Tactics
Article Marketing News Release
Advertorial Online Magazines & Apps
Blogging Podcasts
Case Studies Print Magazines
Print Newsletters
Crowdsource
Real-World Events
Curate
Research & Surveys
Digital Newsletters
Social Content
eBooks Teleclass & Telecasts
Email Traditional Media
Interactive Games Videos
Images & Infographics Virtual Conferences
Interactive Tools Webinars
Microsites Wikis
Mobile Applications White Papers
Mobile Content Blog Post: tprk.us/30cmtactics
17. Content Marketing Process
awareness interest consideration purchase retention advocacy
Needs & What stories Make it
Audience
Goals = will connect easy to find
Segments
Topics you? & share
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose PR, Linking
31. But We Don’t Have Budget For That!
1. Editor/Writer
2. Designer
3. Social SEO
32. Growth Areas in Web &
Content Marketing:
Integration: Owned, Earned, Paid &
Shared Media
Dedicated in-house content marketing
resources
Web + smartphones & tablets
Boom in visual content & media
Big data, social data, automation, tools,
real time data, did I mention data?
33. Content Marketing Maturity
Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group
Make a commitment. And grow.
34. Takeaways
• Content powers the web & the web powers
your business. Are you powering content?
• If your content is poor, then so will you.
• Start learning modern models of web content
marketing. Now.
• Stand, Stretch and Walk.
• Get help if you need it.
http://www.dpshowup.com/event/the-future-is-bright/Webinar Overview:Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.Key Takeaways:Overall trends in content for digital marketingEmerging consumer driven models for content marketingHow successful companies are growing with web contentRoles for a successful content marketing "A-Team”Future growth opportunities with digital content
Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.com and Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley. He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his content marketing and PR expertise and writes a Social Media Marketing column for ClickZ. Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
http://www.emarketer.com/newsroom/index.php/search-critical-brandbuilding-strategies/Search results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/