Creating and Using Great Content to Grow an International Business. DLR Summit
Michael Goeden Director of Strategic Partnerships @ the Digital Marketing Institute ▪ Former Bid Manager at City & Guilds Group ▪ Former Enterprise Solutions Manager at Workstar ▪ Speaker at LinkedIn Social Selling Roadshows ▪ Founding Member of LinkedIn Sales Navigator Community digitalmarketing institute .com 2
coming up 1. What makes great content 2. How to distribute 3. Attract and convert 4. Examples
What is ‘content’? Blog posts Interviews ▪ ▪ eBooks Videos ▪ ▪ Infographics Podcasts ▪ ▪ Case studies Newsletters ▪ ▪ Research Brochures ▪ ▪ digitalmarketing institute .com 4
Our Blog = 52% of traffic On a first click basis our blog drives huge amounts of traffic to our website: creating direct return, brand searches and remarketing opportunities. digitalmarketing institute .com 5
Content marketing adoption 46% 78% 106% 88% Of the world’s Of CMOs believe Expected increase in the Of B2B marketers have custom content is the implemented content population regularly digital industry spend on uses the internet future of marketing content marketing from marketing within an organization 2014 ($145b) to 2019 ($300b) digitalmarketing institute .com 6
What makes great content Engages your audience ▪ Provides them with value ▪ Shares best practice or culture ▪ Demonstrates passion ▪ Strengthens relationships / community ▪ Builds authority / thought leadership ▪ digitalmarketing institute .com 7
Professionals Educators Employers digitalmarketing institute .com 8
Tips: Building great content Is your content about your customer? ▪ Does your content relate to your products? ▪ Is it interesting and value-adding? ▪ Is it part of an overall campaign with a pathway from ▪ prospect to lead (e.g. CTAs)? Back up your content with strong creative ▪ Create ‘evergreen’ content ▪ Ensure it is optimised for search (SEO) ▪ Invest… and be consistent ▪ We create 3x pieces of high-value content per week digitalmarketing institute .com 9
How to distribute: Owned Media Paid Media Earned Media digitalmarketing institute .com 10
Tips: Distribution Collect data and create personas for better targeting ▪ Start a newsletter (inbox is powerful) ▪ Create a forum / group to promote discussion ▪ Incorporate digital / social selling ▪ Use Account-Based Marketing (ABM) if applicable ▪ Allocate some budget to distribution ▪ Are there Calls-To-Action (CTAs) to get the prospect to ▪ visit your site and convert to a lead? Measure engagement ▪ digitalmarketing institute .com 11
Content distributed to prospects via social media, ▪ search results or email Attract Attracts prospects as it provides value ▪ Content includes a CTA to download brochure or an ▪ eBook Prospect now clicks through to website ▪ Download requires details (now a lead) ▪ Convert Lower propensity leads can be remarketed to ▪ Qualified and progress to sales rep ▪ digitalmarketing institute .com 12
ABM example – Surrounding the audience on LinkedIn Case Study - General audience Blog - Digital Transformation theme LinkedIn InMail (Paid) Campaign - targeting IT education providers targeting specific accounts and roles Reach: 1,926 Reach: 2,529 Reach: 529 InMail Sends CTR: 0.2% CTR: 0.75% Open rate: 52% Social shares : 241 CTR: 3% digitalmarketing institute .com 13
Digital Marketing Institute Success: 52% of first-click interaction is via the blog ▪ STUDENT VOLUMES In the last 12 months: ▪ 300% increase in organic traffic to the blog o 165% increase in lead-gen from the blog o 49% increase in Facebook followers o 88% increase in Newsletter subscriptions o 2012 2013 2014 2015 2016 115% increase in LinkedIn followers o
Content is King! “Make a commitment to becoming visible using modern day social marketing. Visibility stems from the value you can bring people through content and engagement. Scaling your network in the digital age is a great competitive advantage!” Jack Kosalowski, CEO, Creation Agency digitalmarketing institute .com 15
Digital = Global digitalmarketing institute .com digitalmarketing institute .com 16
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