How Publishers Can Put Content Marketing to Work Shannon Emmerson Forge & Spark Media Moderator: Sharon McAuley, Consultant
AGENDA Introductions Today s Goals Content Marketing Definition Overview Evolution Content Marketing Fundamentals How Publishers Can Use Content Marketing Questions
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.
SHANNON EMMERSON Shannon Emmerson (shannon@forgeandspark.com) 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.
TODAY S GOALS
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.
CONTENT MARKETING Definition
...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.
..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
Brands & Products Wants & Needs
Traditional marketing talks at people. Content marketing talks with them Doug Kessler
CONTENT MARKETING Overview
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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)
What changed? Shift from interruption to permission marketing Profound shift in user preferences and behavior. The impact of content on search results
CONTENT MARKETING Evolution
Deere & Company created The Furrow magazine in 1895. 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. 1895 1895 1895 1900
1900 1900 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.
1906 1904 1904 1906 Jell-O Recipe book led to 1906 sales total over $1M
2010 2010 2014 2014
VIDEO
WEEKLY PHOTO
BLOGS
EVENTS
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
2004 1895...creatively bankrupt... Neville Isdell, CEO in 2004
2013 2014 Creative Marketer of the Year Cannes Lions, 2013
STRATEGY
LIFESTYLE CONTENT
2014 2010 2004 1B in debt 1980 1990 2000
Licensing 2000 1990
Developing Multimedia Content 2000 1990
Transmedia story telling 2000 1990
2014 2010 2014 14.6 B estimated worth
CONTENT MARKETING Fundamentals
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
white papers INFORM print newsletters webinars landing pages case studies custom print magazines ebooks email newsletters Content What is? digital magazines blogs podcasts mobile apps articles AMUSE videos/vidcasts ENGAGE photos microsites desktop apps
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
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
HOW PUBLISHERS CAN USE Content Marketing
Think end game. Know your audience. Create content with value. Deliver throughout the buying process. Deliver across platforms. Measure & adjust.
PUBLISHER Think end game
Brands aren t selling content. They use content to provide value, to engender trust, to entertain and to connect to ultimately to sell products.
PUBLISHERS Know your audience
Target your B-to-B audience in the same way your magazines target readers:
USER PERSONAS
PUBLISHERS Create value
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.
CREATING` VALUE
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
PUBLISHERS Connect throughout the buying process
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
PUBLISHERS Deliver across platforms
Considering the customer journey, apply your content to different media, for different purposes. Efficiency is key. Mequoda Multiplatform Publishing Strategy Handbook
Amy Higgins, CCO Magazine, Feb 2015, A Content Strategist s Big Bang Theory
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.
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 shannonemmerson@forgeandsparkmedia.com KEY @shannonemmerson TECHNIQUES @forgeandsparkmedia
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