Begginers Guide to Content Marketing

A Guide To Marketing Genius: Content Marketing THE CURRENT STATE OF CONTENT MARKETING On average, marketers 90% SPEND OVER 25% of their budget on content marketing. organizations market with content. 78% 91% 86% CMOS see custom content as the future B2B marketers use B2C marketers use of marketing. content marketing. content marketing. 80% believe custom content should be central to marketing work. 37% believe that content-led 62% websites are the most important way to of companies outsource their content marketing. engage customers, 20% 68% of internet users' of people spend time online time is spent reading about brands on content. that interest them. 80% i 57% read content of people appreciate marketing titles at learning about a least once a month. company through custom content. WHY YOU NEED CONTENT MARKETING Keeps Reader Improves Brand Loyalty Generates Increases Attention Leads Direct Sales 79? Per dollar spent, content marketing generates Costs 62% Less than traditional marketing approximately 3 times as many leads as traditional marketing Gives consumers control over brand information 60% 86% of people ignore of people skip 44% direct mail. of people are inspired to seek out tV adverts. a product after reading of email users unsubscribe 91 UNSUBSCRIBE content about it % from company emails. 70% of people would rather learn about a company through articles rather than an advert 60% 82% 70% of consumers enjoy of consumers feel of consumers feel reading relevant more positive about a closer to a company content from brands company after reading as a result of custom content content marketing 78% perceive a relationship between themselves and a company using custom content 90% of consumers find custom content useful Interesting content is one of the main reasons people follow brands on social media High-quality, relevant and valuable information makes Buy Now! consumers more likely to take action THE CONTENT MARKETING PROCESS IDENTIFY OBJECTIVES Establish a benchmark Review marketing objectives • Assess your staff and resources Come up with a plan for distribution • Identify products or initiatives • Assess existing assets and senior that will be supported by management commitment content marketing • Identify core values and strategic objectives • Make use of core competencies in content marketing Evaluate the competitive landscape • List competitors' content • Monitor important pieces of information on an ongoing basis • Share findings in a team setting Outline your content marketing objectives Map out your objectives for the next 12 - 18 months UNDERSTAND BUYERS Identify buyer personas Identify what types of buyers you want to target Define buying process stages 3 IDENTIFY GAPS 3 Identify content by stage List your existing content marketing assets What is most appropriate at each stage of the buying process? Identify content by persona Identify gaps in content What is most appropriate for What gaps are there in your assets? your buyers? BUILD CONTENT Generate ideas Identify key messages Outline standards for content for quality Build a roster Ensure consistency of contributors (C) Build Content! Repurpose content wherever possible 5 ORGANIZE DISTRIBUTION B2B marketers 28% use an average of 11s use 5 - 9 CONTENT MARKETING 12 TACTICS different use over tactics 20 different tactics III 18 TACTICS ON AVERAGE III II II Companies with over 10,000 employees use Select the right channels for marketing your content of US internet users interact with 80% social media sites and blogs 59% of B2B marketers consider blogs the most valuable channel. Blogs are responsible for 434% more indexed pages and 97% Social media sites and more indexed links blogs account for 23% of time spent online On average, companies with blogs produce +67%LEADS PER MONTH Facilitate Social Sharing of B2B marketers 87% use social media to distribute content B2B marketers use an average of 5 SOCIAL MEDIA SITES to distribute content Build Landing Pages 6. MEASURE RETURN ON INVESTMENT Keep track of performance 60% 51% 45% of B2B marketers use sales lead quality use social use web traffic to media sharing measure success Monitor your program and engage with your audience Measure your program and report on progress Although content marketing isn't anything new, the industry has seen a spike in growth. Start implementing a creative content strategy within your business or you will be left behind by your competition. Sources: http://www.demandmetric.com/content/content-marketing-plan-methodology http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx http://www.inboundwriter.com/content-marketing/25-content-marketing-statistics-that-will-blow-your-mind/ http://www.toprankblog.com/2012/11/100-b2b-content-marketing-statistics-for-2013/ Become More strategic DEMAND MEtric Demand Metric is a marketing advisory firm that provides consulting methodologies, how-to guides, advisory services, online training and a library of over 500 marketing tools and templates. These premium resources are available to a membership community of over 30,000 marketing professionals and consultants in 75 countries. Using Demand Metric resources, members complete marketing projects more quickly and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. 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