Creating and Using Great Content to Grow an International - - PowerPoint PPT Presentation
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
DLR Summit
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▪ 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
Director of Strategic Partnerships @ the Digital Marketing Institute
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▪ Blog posts ▪ eBooks ▪ Infographics ▪ Case studies ▪ Research ▪ Interviews ▪ Videos ▪ Podcasts ▪ Newsletters ▪ Brochures
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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.
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Of the world’s population regularly uses the internet
Of CMOs believe custom content is the future of marketing within an organization
Expected increase in the digital industry spend on content marketing from 2014 ($145b) to 2019 ($300b)
Of B2B marketers have implemented content marketing
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▪ Engages your audience ▪ Provides them with value ▪ Shares best practice or culture ▪ Demonstrates passion ▪ Strengthens relationships / community ▪ Builds authority / thought leadership
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Professionals Educators Employers
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▪ 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
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Owned Media Paid Media Earned Media
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▪ 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
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▪ Content distributed to prospects via social media, search results or email ▪ 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) ▪ Lower propensity leads can be remarketed to ▪ Qualified and progress to sales rep
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Case Study - General audience Reach: 1,926 CTR: 0.2% Blog - Digital Transformation theme targeting IT education providers Reach: 2,529 CTR: 0.75% Social shares: 241 LinkedIn InMail (Paid) Campaign - targeting specific accounts and roles Reach: 529 InMail Sends Open rate: 52% CTR: 3%
▪ 52% of first-click interaction is via the blog ▪ In the last 12 months:
2012 2013 2014 2015 2016
STUDENT VOLUMES
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“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
Content is King!
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