How Publishers Can Put Content Marketing to Work

Transcription

1 How Publishers Can Put Content Marketing to Work Shannon Emmerson Forge & Spark Media Moderator: Sharon McAuley, Consultant

2 AGENDA Introductions Today s Goals Content Marketing Definition Overview Evolution Content Marketing Fundamentals How Publishers Can Use Content Marketing Questions

3 SHARON McAULEY Sharon McAuley is a publishing and marketing consultant, speaker and seminar leader. Prior to launcher her consulting business, she was most recently Vice-President Group Publisher of the Urban Group, St. Joseph Media, overseeing the day-to-day operation of Toronto Life, Ottawa Magazine, Quill & Quire, and Where Canada.

4 SHANNON EMMERSON Shannon Emmerson is the founder and director of Forge & Spark Media, a Vancouver-based content agency. As Manager of Worldwide Knowledge for Electronic Arts, Shannon developed, launched and managed a custom publishing platform for internal knowledge sharing among EA s worldwide studios. At Canada Wide Media, she led an award-winning digital media division that developed and supported cross-channel brand publishing for seven magazines. Shannon is a Visiting Professor with SFU s Master of Publishing program, and regularly speaks and consults on digital publishing and content marketing.

5 TODAY S GOALS

6 Let s create a practical framework today for applying your content expertise, infrastructure and talent to optimize the way you market products and services. Let s also figure out a working definition of content marketing for publishers.

7 CONTENT MARKETING Definition

8 ...the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearnly defined and understood target audience--with the objective of driving profitable customer action. Joe Pulizzi, Epic Content Marketing tl;dr Content marketing is owning media as opposed to renting it.

9 ..the marketing and business process for creating nd distributing valuable and compelling content to ttract, acquire, and engage a clearnly defined and nderstood target audience--with the objective of riving profitable customer action. oe Pulizzi, Epic Content Marketing tl;dr Content marketing is owning media as opposed to renting it. Joe Pulizzi, Epic Content Marketing

10 Brands & Products Wants & Needs

11 Traditional marketing talks at people. Content marketing talks with them Doug Kessler

12 CONTENT MARKETING Overview

13 70 % 63 complete by the time a salesperson than magazines when deciding on a purchase. is 70 contacted. (Marketing % 63 Query) of the buyer s journey is % of readers are more likely to be influenced b (SiriusDecisions) complete by the time a salesperson than magazines when deciding on a purcha is contacted. (Marketing Query) 70 % 63 of the buyer s journey is % of readers are more l (SiriusDecisions) complete by the time a salesperson than magazines when is contacted. (Marketing Query) 70 % 63 of the buyer s journey is (SiriusDecisions) % of readers are more likely to be influenced by complete by the time a salesperson than magazines when deciding on a purchas is contacted. (Marketing Query) % 70 % 63 of B2B organizations rely on content marketing of the buyer s journey is % of readers are more like for brand building and demand generation. (SiriusDecisions) complete by the time a salesperson than magazines when d (Content 93 Marketing Institute) % 9 of B2B organizations rely on content marketing is contacted. (Marketing 10 Query) 70 for brand building and demand generation. (SiriusDecisions) % 63 of the buyer s journey is % of readers are more out likely to of be influenced by blogs (Content Marketing Institute) 93 complete % 9 1 by the of time B2B a organizations salesperson rely on content marketing than magazines Content when deciding marketing on is a now purchase. leveraged is contacted. for brand building and demand generation. (Marketing Query) by nine out of 10 companies out in of North Am 93 (SiriusDecisions) (Content Marketing Institute) (Content Marketing Institute) % of B2B organizations rely on content marketing % In 2014, 58% of businesses plan to increase their for content brand 58 Content marketing building and budget! demand generation. is big (Content Marketing (Content Institute) Marketing Institute) (Content Marketing Insti % In 2014, 58% % of businesses of B2B organizations plan to rely on content marketing C increase their content for brand marketing building budget! and demand generation. (Content Marketing (Content Institute) Marketing Institute) by (C 3 Content marketing is now % of B2B organizations rely on content increase marketing their content marketing budget! by nine out of 10 compan for brand building and demand generation. % of CMOs think custom content (Content Marketing Institute) (Content Marketing Institu Con (Content Marketing (articles, In 2014, Institute) 58% white of papers, businesses blogs, plan etc.) to 9 10 by n is increase 78 the their content marketing budget! (Content 58 future of marketing. Marketing % of CMOs Institute) think custom content out of (Con % , 58% of businesses plan to % of online research starts with a search engine, (Webdamsolutions.com) (articles, increase white their papers, content blogs, marketing etc.) budget! and 68% of is the future of marketing. Content marketing is now leveraged (Content 78 Marketing Institute) % 93 of CMOs think custom content by nine out of 10 companies in Nort 58 (articles, white papers, blogs, etc.) (Content Marketing Institute) % % consumers check out companies on social networking (Webdamsolutions.com) of online sites research before buying. (Brandpoint) starts with a search and 68% of consumers check out com In 2014, 58% of businesses plan to is the future of marketing. on social networking sites before buy 93 increase their 78 content marketing budget! % of online resear % of CMOs think custom content (Webdamsolutions.com) (Brandpoint) (Content Marketing Institute) (articles, white papers, blogs, etc.) and 68% of co is the 78 future of marketing. 93 on social netwo % of CMOs think custom content % of online research starts (Brandpoint) with a search (Webdamsolutions.com) (articles, white papers, blogs, etc.) and 68% of consumers check out com is the future of marketing. on social 93 networking sites before buyin % of online research (Webdamsolutions.com) 78 (Brandpoint) and 68% of cons % of CMOs think custom content on social network (articles, white papers, blogs, etc.) (Brandpoint) is the future of marketing % In 2014, 58% of businesses plan to 9 Content marketing is no by nine out of 10 compa 9 10 out of 9

14 more likely to be influenced by blogs es when deciding on a purchase. ery) 9 out of 10 Content marketing is now leveraged by nine out of 10 companies in North America. (Content Marketing Institute) How did it rise so quickly? e research starts with a search engine, of consumers check out companies al networking sites before buying. oint)

15 What changed? Shift from interruption to permission marketing Profound shift in user preferences and behavior. The impact of content on search results

16 CONTENT MARKETING Evolution

17 Deere & Company created The Furrow magazine in They used it not to sell equipment directly which was what most catalogues did then but rather to educate farmers on new technology and farming practices. It s still going strong: largest circulated farming mag in the world, more than 1.5 million farmers in 12 languages in 40 different countries

18 Michelin developed the Michelin Guide, a 400-page guide helping drivers maintain their cars and find lodging on the road. 35,000 copies distributed for free.

19 Jell-O Recipe book led to 1906 sales total over $1M

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21 VIDEO

22 WEEKLY PHOTO

23 BLOGS

24 EVENTS

25 PRINT still love print. The online storytelling I d often still love print. The online storytelling I d often catch my oldest son going through page by page catch my oldest son going through page by page o the Lego site to learn everything he can about the the Lego site to learn everything he can about the characters and their backstories. characters and their backstories. Joe Pulizzi, Founder of Content Joe Pulizzi, Marketing Founder Institute. of Content Marketing Institute. Now "Now you don t don't necessarily have to to be be an an energy drink drink "Now lover you don't to enjoy necessarily the world have according to be an Red energy lover to enjoy the world accroding to Red Bull. Bull.The Red Red drink Bulletin lover to is enjoy an awesome the world monthly according publication Red Bull.The Bulletin is an awesome monthly publication that covers that covers Red Bulletin culture, is an sports, awesome culture, sports, events, events, monthly and overall and cool overall publication stuff cool from stuff that around the from covers globe. around culture, There s the sports, globe. events, even an There's and app version even overall an of app cool the version stuff mag for all you of from the around pad mag users. for the all globe. Sweet! you pad There's users. even Sweet!" an app version of the mag for all you pad users. Sweet!" The The Red Red Bulletin Bulletin In 2006, just after Youtube started up, still wasn t In 2006, just after Youtube started up, I still wasn t very good at video but that didn t bother me. I m no very good at video but that didn t bother me. I m no good at a lot of things. But we got a video of sharks

26 creatively bankrupt... Neville Isdell, CEO in 2004

27 Creative Marketer of the Year Cannes Lions, 2013

28 STRATEGY

29 LIFESTYLE CONTENT

30 B in debt

31 Licensing

32 Developing Multimedia Content

33 Transmedia story telling

34 B estimated worth

35 CONTENT MARKETING Fundamentals

36 ebooks What is content marketing ontent good for? digital magazines blogs odcasts mobile apps articles Community videos/vidcasts ENGAGE Generating awareness Marketing s microsites Customer support sktop apps Content Public Relations Prospecting Sales Influencing purchases Thought leadership SOCIAL MEDIA

37 white papers INFORM print newsletters webinars landing pages case studies custom print magazines ebooks newsletters Content What is? digital magazines blogs podcasts mobile apps articles AMUSE videos/vidcasts ENGAGE photos microsites desktop apps

38 case studies ebooks How content is ontent distributed custom print magazines? digital magazines blogs SOCIAL MEDIA podcasts mobile apps DISPLAY ADVERTISING articles PAID SEARCH videos/vidcasts ENGAGE Home Base photos microsites desktop apps PRINT (BROADLY) (brand website, microsite, blog, or magazine) WEBSITES MAGAZINES MOBILE EVENTS SOCI MED

39 engage customers long-term boost product sales grow overall revenue * Content Marketing has helped numerous brands to: create/reposition brand identity establish/grow authority boost traffic retain customers

40 HOW PUBLISHERS CAN USE Content Marketing

41 Think end game. Know your audience. Create content with value. Deliver throughout the buying process. Deliver across platforms. Measure & adjust.

42 PUBLISHER Think end game

43 Brands aren t selling content. They use content to provide value, to engender trust, to entertain and to connect to ultimately to sell products.

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51 PUBLISHERS Know your audience

52 Target your B-to-B audience in the same way your magazines target readers:

53 USER PERSONAS

54 PUBLISHERS Create value

55 When you know your audience, you know their pain points. Create quality content with value for those specific people. Engage, teach and help them and in doing so, establish your service expertise.

56 CREATING` VALUE

57 Quality content means content that is packed with clear utility and is brimming with inspiration and it has relentless empathy for the audience. Quality content means content that that is is packed with with clear utility and and is is brimming with with inspiration and and it it has has relentless empathy for for the the audience. Ann Ann Handley, Everybody Writes

58 PUBLISHERS Connect throughout the buying process

59 THE CUSTOMER JOURNEY videos/ vidcasts comparison charts white papers case studies webinars blogs articles content assistance (user guides how-to videos manuals demos webinars) ebooks podcasts online video online video webinars case studies search mobile webinars blogs info graphics mobile social newsletters webinars blogs case studies white papers A W A R E N E S S C O N S I D E R A T I O N I N T E N T I O N P U R C H A S E C O N S U M P T I O N S A T I S F A C T I O N E N G A G E M E N T & A D V O C A C Y R E P U R C H A S E & L O Y A L T Y

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61 PUBLISHERS Deliver across platforms

62 Considering the customer journey, apply your content to different media, for different purposes. Efficiency is key. Mequoda Multiplatform Publishing Strategy Handbook

63 Amy Higgins, CCO Magazine, Feb 2015, A Content Strategist s Big Bang Theory

64 PUBLISHERS Measure and adjust Measure according to your goals (end game). Avoid distraction. Identify your KPIs and measure well, and often. Use an agile approach: try one thing, measure, and adjust.

65 In the context of magazine publishing, think of content marketing as: A set of strategies, tools and techniques for soft marketing with a very clear goal. Magazine-ifying Your Marketing Focusing Your Content On Results [email protected]

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67 DOWNLOAD NOW MAKE THE MOST OF ADVERTISING ON DIGITAL EDITION Audio & Presentation Available for download now

68 THANKS FOR MORE INFORMATION