Content marketing Powerpoint presentation

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Published Date:08-07-2017
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2016 CONTENT MARKETING PLAYBOOK SHOOT, SCORE, AND WIN WITH 24 EPIC CONTENT IDEASPLAY TO WIN If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting eective r ff esults from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their eorts. On the f ff ollowing pages, you’ll find: ▶ Descriptions of 24 popular content marketing tactics ▶ The latest stats on their usage across multiple industry segments ▶ Insights that will help you decide whether a given tactic should play a part in your strategic plan ▶ Targeted tips to help you optimize your content’s performance ▶ A best-in-breed example that we hope will inspire you to achieve greater success in the year to come Now, take the court, and learn how to make every content marketing play a winner. 2 2016 CONTENT MARKETING PL AYBOOKSOCIAL MEDIA CONTENT THE PLAY: For the second year in a row, the top tactic content marketers are leveraging is social media content – no surprise, considering how entrenched social networks have become in the lives of consumers and brands alike. No matter what the special interest is, chances are there’s a devoted social community out there somewhere, just waiting for content worthy of their attention – making this channel ideal for engaging them in meaningful, relevant brand conversations. Content Marketing Play: Social Media Content 93% B2B North America 50% 90% B2C North America 66% 92% Australia 70% 94% UK 66% 97% Nonprofit North America 64% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 3 2016 CONTENT MARKETING PL AYBOOKSOCIAL MEDIA CONTENT HOW TO USE IT TO SCORE A GOAL: Before planting your brand flag on a particular social playing field, follow these guidelines to make sure your eorts ar ff e positioned for optimal content marketing success: 1. Carefully cultivate your social soapboxes: Understand the unique characteristics of each social platform you consider working with, and decide on a case-by-case basis whether it’s a good fit for your outreach intentions. Case studies that earn extra points: MINI Answers 2. Listen and learn: Spend time joining conversations and building relationships before you start to share your content; and be prepared MINI USA leverages a variety of content creators and techniques to promote the iconic car brand and its to join in the banter without sounding uninformed, self-promotional, passionate community of drivers. For example, MINI or out of touch with other members of the social community. created a series of Instagram videos in which fans can ask questions, and the MINI Cooper S automobile 3. Don’t be afraid to get creative: Instead of just pasting in pieces of itself offers the answers. Cleverness, humor, and great your typical business content, try creating something original and production quality make this series stand out and provide plenty of content to engage the company’s social less formal, such as a peek behind the scenes at one of your media followers. company’s social functions, or an informal photo tour of your office facilities. 4 2016 CONTENT MARKETING PL AYBOOKCASE STUDIES THE PLAY: Case studies were a marketing mainstay long before the internet was even a twinkle in the eye of Tim Berners- Lee. But despite the maturity of this tactic, there’s still a lot of wisdom to be had in leveraging examples of the great work your company has produced. These benefits aren’t lost on over 80% of B2B marketers in North America and the UK, as case studies still feature prominently in their content marketing mixes. Content Marketing Play: Case Studies 82% B2B North America 65% 38% B2C North America 51% 70% Australia 57% 82% UK 67% 36% Nonprofit North America 63% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 5 2016 CONTENT MARKETING PL AYBOOKCASE STUDIES HOW TO USE IT TO SCORE A GOAL: A good marketing case study not only highlights outstanding work, it can also serve as a teaching tool that gives readers a better understanding of the ways your products and/or services can help them achieve success. Here are some tips for making case studies easier to create while also making them more interesting and impactful: Case studies that earn extra points: Think With Google ▶ Start by interviewing a real, live person: Case studies have narrative storytelling value, but need to be rooted firmly in the Google has played a role in many of the most innovative marketing campaigns; yet Google itself relies on the experience of the customer – something that’s easier to understand if tried and true case study to offer testimony to its you spend time talking to one. marketing prowess. With its straightforward approach, Google highlights the need-to-know takeaways of each campaign – its goals, approach, and results – then ▶ Use photos or videos: Multimedia can make your case studies uses video to take viewers deeper inside the strategy, more engaging and give you a way to connect with auditory and execution, and other dynamics that led to its success. visual learners. ▶ Sprinkle in how-to tips: Instead of just explaining how your customer implemented your solution, offer advice on how others can do the same. 6 2016 CONTENT MARKETING PL AYBOOKBLOGS THE PLAY: Blogging is one of the most fundamental points of entry into the content marketing game: It’s a versatile technique with a lot of creative possibilities; and although it takes hard work to produce and maintain a successful blog, it doesn’t require a lot of complicated equipment or technological know-how to get started. It’s also a powerful means of building an audience for your brand and sustaining their interest over time. Perhaps these benefits are why 81% of B2B marketers in our 2016 Benchmarks, Budgets, and Trends study say they are blogging as part of their content program, with other sectors reporting similarly high usage rates. Content Marketing Play: Blogs 81% B2B North America 59% 77% B2C North America 53% 74% Australia 69% 84% UK 69% 64% Nonprofit North America 48% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 7 2016 CONTENT MARKETING PL AYBOOKBLOGS HOW TO USE IT TO SCORE A GOAL: While you shouldn’t expect today’s time-constrained visitors to read every word of your blog posts, the trick is to create content that’s intriguing enough to compel them to return, again and again. Consider these tips from Neil Patel on how to communicate so that your point comes across whether readers skim, scan, or savor your article: ▶ Write a strong headline to spark their interest. Case studies that earn extra points: Saddleback Leather ▶ Summarize the main point in the beginning. A lot of people skim the beginning of the article and then fizzle out. It takes a tough leather company to create a blog full of tender-hearted tales. Focused on topics of interest ▶ Reinforce your message with the images you choose to accompany to founder Dave Munson – like family, philanthropy, the post. solid craftsmanship, and travels he took with his faithful dog, Blue – the Saddleback Leather blog ▶ Restate your points in bulleted or numbered lists to make it easier for doesn’t just talk product, it highlights the aesthetic skimmers to absorb the information. of adventure and the love of a life well-lived. Not only does this content position Saddleback as a purveyor ▶ Use subheadings to emphasize the supporting points of your of high-quality, ethically-sourced leather goods that argument. will help travelers go the distance, it demonstrates just how far its employees will go to live and breathe ▶ Summarize your main point at the conclusion, for readers who the causes they support. jump right to the end. 8 2016 CONTENT MARKETING PL AYBOOKE-NEWSLETTERS THE PLAY: Email is an essential structure that supports and strengthens all your other content eorts. It’ ff s also one of the best techniques for building a subscriber base – which helps foster deeper engagement and lasting brand loyalty. But, just like any critical system, success with email is tied to proper maintenance and upkeep – if you fail to keep pace as consumption trends shift, even your most faithful followers may start to overlook your e-newsletters in their crowded inboxes, or opt out altogether. Content Marketing Play: E-Newsletters 81% B2B North America 60% 83% B2C North America 67% 84% Australia 65% 87% UK 54% 94% Nonprofit North America 69% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 9 2016 CONTENT MARKETING PL AYBOOKE-NEWSLETTERS HOW TO USE IT TO SCORE A GOAL: Like blogs, your e-newsletters need to be published consistently and should be customizable to each subscriber’s delivery preferences. But it’s also a good idea to incentivize reader interest by offering them something of value in exchange for the personal information they provide. Here are a few ideas for stellar e-newsletters: ▶ Foster a sense of belonging among your readers: Publish your favorite reader comments, give shout-outs to top customers, or highlight other ways they can get involved in your brand and the community it serves. Case studies that earn extra points: ▶ Provide exclusive content or benefits that aren’t available Woot Daily Digest anywhere else: Give them access to discounts, downloads, insider- only information, or other special assets and offers. What makes the content from daily deal site Woot stand out from the competition? It comes down to one word: monkeys. The company’s website and ▶ Use progressive profiling: Slowly and unobtrusively collect daily newsletter are crawling with them, telling additional data on your subscribers; then, use that information to jokes, offering product advice, and adding a bit of customize your email experience to better suit their needs and humor and personality that transforms each email interests. from a product-focused alert into an entertaining conversation. 10 2016 CONTENT MARKETING PL AYBOOKIN-PERSON EVENTS THE PLAY: While marketers tend to spend much of their time in cyberspace, there’s simply no substitute for providing tangible, memorable experiences IRL (in real life) or engaging in authentic, face-to-face interactions with your audience. In-person events such as conferences, master classes, networking events, and other live experiences help brands demonstrate their insights and extend their influence while creating a space where like-minded consumers can gather, interact, learn, and further their passions. Content Marketing Play: In-Person Events 81% B2B North America 75% 73% B2C North America 67% 75% Australia 72% 74% UK 69% 91% Nonprofit North America 77% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 11 2016 CONTENT MARKETING PL AYBOOKIN-PERSON EVENTS HOW TO USE IT TO SCORE A GOAL: Not only can live events help marketers create real-world value that goes beyond a brand’s products and services, they can also serve as a platform for additional online content creation – increasing the impact and relevance of each event and helping keep your business top-of-mind for longer periods of time. Here are a few tips for transforming events into powerful content Case studies that earn extra points: generation engines: Williams-Sonoma Cooking School ▶ Engage prospective attendees online before they arrive. Share At the Williams-Sonoma Cooking School, small groups travel tip lists, event maps, mobile apps, or other tools that will get of students prepare, cook, and share meals together in a fully outfitted kitchen. Open to gourmets of all them excited about your event and make the experience easier for skill levels, classes range from cooking quick and easy them to manage and enjoy. summer meals to crafting a traditional French bistro- style meal. By offering a fun, relaxing, and educational ▶ Find ways to keep the conversation going after the event takes environment in which foodies can master their craft, Williams-Sonoma brings passionate patrons in the door, place, such as publishing photos from your networking events or and sends them away feeling full of culinary inspiration. offering on-demand access to popular sessions Read more: Live Experiences Reinvent the Way ▶ Repurpose conference presentations into videos, e-books, social Customers Interact With Brands media posts, and other forms of content that can help them remember what they’ve learned, or catch up on what they may have missed. 12 2016 CONTENT MARKETING PL AYBOOKWEBSITE ARTICLES THE PLAY: Your website is your home turf – the place where your best content, your brand advantage, and your unique business perspective should all come together to demonstrate your worth to consumers. Every article you publish on your site should reflect the value proposition you offer, and should strive for optimal engagement. Though your site visitors may only represent a small component of your content marketing audience, if you use the platform to deliver a memorable experience, they’ll recognize the benefit of spending their precious time with your business. Content Marketing Play: Website Articles 79% B2B North America 56% 81% B2C North America 55% 87% Australia 56% 79% UK 58% 87% Nonprofit North America 50% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 13 2016 CONTENT MARKETING PL AYBOOKWEBSITE ARTICLES HOW TO USE IT TO SCORE A GOAL: Using your website articles to tell a fascinating story about your business is a great way to attract the attention of readers. But unless you also have a plan for converting those delighted readers into qualified leads and loyal customers, there will be no happy ending in terms of reaching your marketing goals. Here are a few tips Bumbl’s Greg Miles suggests for helping your Case studies that earn extra points: website articles move the needle in the right direction: Everlane’s Factory Tours ▶ Write a compelling call to action: Opt for more creative and original Every item on the Everlane website includes the choices that speak your customers’ language. story about the factory where that particular item of clothing was manufactured. As you read the stories, ▶ Add click triggers: Product ratings, testimonials, or other bits of text you’ll learn details about how long the factory has been in existence, how Everlane came to work with it, that foster trust can reassure visitors about their decision to work with you. what materials it uses, information about the owner, and how many people work there. It’s this type of ▶ Simplify your lead forms: Make the process of converting as simple transparency that helps Everlane’s consumers feel as possible for your customers – even if it means sacrificing some of the confident that they are supporting a company that information you would like to gather. cares about ethical working conditions. ▶ Optimize for mobile: Use responsive article design and streamline Read more: 3 Ways to Use Transparency in Content to Cut Through the Noise your website experience to make it easy for visitors to read your articles, navigate through your site, and take action when working on small screens. 14 2016 CONTENT MARKETING PL AYBOOKVIDEOS THE PLAY: Video is a powerful storytelling medium, helping to bring your brand’s mission, vision, and values to life in an attention-grabbing way. But just because you film it, doesn’t mean the customers will come flying to your door (talking heads rarely have an impact). The video competition is tough, so your offerings need to be relevant, memorable, strategic, and purposeful – not just entertaining – if you’re going to see any returns on your video investment. Content Marketing Play: Videos 79% B2B North America 62% 82% B2C North America 59% 78% Australia 70% 83% UK 56% 87% Nonprofit North America 65% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 15 2016 CONTENT MARKETING PL AYBOOKVIDEOS HOW TO USE IT TO SCORE A GOAL: A widely-viewed viral video is often thought of as the holy grail of marketing success. But beyond YouTube, there are plenty of other ways to use the combination of sound, motion, and emotional resonance to drive deeper, more satisfying interactions with your brand. Here are a few ideas: ▶ Help customers overcome their practical challenges with a helpful demo. Case studies that earn extra points: Gatorade’s 360-degree Bryce Harper Virtual Reality Experience ▶ Educate viewers on the issues relevant to your business by offering a video tutorial on the topic. To allow baseball fans to experience what it feels like for a Major League Baseball player to step up to ▶ Include a video on the About Us page to give website visitors a glimpse the plate, Gatorade created the 360° Bryce Harper Virtual Reality Experience. Using YouTube 360, this of what makes your team unique and special. three-minute video puts viewers inside the head of Washington Nationals star Bryce Harper as he goes to ▶ Record your responses to sensitive public relations issues. Video press bat with two outs in the bottom of the ninth inning of releases can convey the appropriate emotional tone in a way that text a tie game. Created using a combination of real-action video and computer-generated imagery, the video alone just can’t manage. isn’t just immersive, it’s interactive – fans can click and drag the screen to see what a clutch play looks like from Harper’s full perspective. (Read more in the February 2016 issue of Chief Content Officer magazine.) 16 2016 CONTENT MARKETING PL AYBOOKILLUSTRATIONS/PHOTOS THE PLAY: Anyone who has seen a picture of a cave drawing knows that humans have a long history of communicating with pictures and illustrations. But with today’s shorter attention spans coupled with the need for businesses to stand out in a noisy, crowded marketplace, these visual messaging vehicles have become more essential than ever when it comes to conveying a message that your audience will want to consume. Content Marketing Play: Illustrations/Photos 76% B2B North America 55% 87% B2C North America 66% 85% Australia 57% 75% UK 48% 86% Nonprofit North America 76% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 17 2016 CONTENT MARKETING PL AYBOOKILLUSTRATIONS/PHOTOS HOW TO USE IT TO SCORE A GOAL: Here are a few techniques that Neil Patel recommends for maximizing the power and impact of your photos, illustrations, and other visual assets – on social networks or any other content platform: ▶ Use a featured image at the beginning of every article or blog post you publish – and make sure it’s included in the snippets that appear on your blog page. ▶ Break up long blocks of text by adding one image for every Case studies that earn extra points: 350 words. The Geek’s Guide to London ▶ Create a signature style for your visual content, which becomes part London Technology Week stands as a celebration of tech innovation and entrepreneurial talent. To of your brand’s familiar look and feel. connect with the event’s tech insiders, Ion Interactive created an online map of London’s hidden science and ▶ Add your logo and/or a link to custom images and illustrations, so technology gems – from museum exhibits, to virtual viewers can trace it back to your brand, no matter where it gets shared. reality experiences, to walking tours. By including an interactive event planner for events, eateries, and ▶ Add the proper alt tags to every image, so your images will be more social soirees all over the city, the guide also helped London’s tech elite speak geek without getting lost. likely to display in search results. (Read more in the December 2015 issue of Chief Content Officer magazine.) 18 2016 CONTENT MARKETING PL AYBOOKWHITE PAPERS THE PLAY: Rich, substantive content that educates, rather than sells – this is the cornerstone of a successful content marketing program, and white papers offer it in spades. Though they may not be as exciting as a video or as socially sharable as a photograph, what white papers may lack in viral virility, they more than make up for in their ability to drive the kind of lasting – and lucrative – value that can have a measurable impact on your brand’s bottom line. Content Marketing Play: White Papers 71% B2B North America 63% 32% B2C North America 41% 42% Australia 52% 52% UK 57% 27% Nonprofit North America 53% 0 20 40 60 80 100 Percentage who use Percentage of users who find this effective Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research 19 2016 CONTENT MARKETING PL AYBOOKWHITE PAPERS HOW TO USE IT TO SCORE A GOAL: White papers enable brands to offer highly detailed, fact-focused conversations that few other formats can manage. Follow these tips from Farland Group’s Roanne Neuwirth to meet your marketing goals while delivering on your consumers’ informational needs: ▶ Jettison the fluff: Scattershot ideas, poorly researched perspectives, rehashed promotional materials, and other low-quality, self-serving content will earn your white papers a time-out – in the trash can. Case studies that earn extra points: ▶ Select the right topic and point of view: Carefully choose topics that IBM Marketing Cloud White Papers will enable you to highlight your unique expertise while proving to readers that you are a credible voice on the issues at hand. It can be hard to get enthusiastic about the standard white paper – by nature they are highly detailed and crammed with important data; but this means ▶ Use it as a jumping-off point: Once your paper has established they can often come off as stuffy and stiff instead of your perspective on the topic, you can build a range of accompanying imaginative and engaging. Yet IBM’s white papers content pieces to expand on key themes and drive separate-yet-related manage to defy the stereotypes without sacrificing conversations. the deep insights and analysis that CMOs need in order to understand the complexities of the today’s marketing landscape and manage the tasks at ▶ Consider collaborating with your customers: Clients can play the hand. Using a fresh, conversational tone and vivid role of expert research panel, adding unique fodder to enhance and visuals, IBM illustrates essential information without strengthen your perspective. intimidating its audience. 20 2016 CONTENT MARKETING PL AYBOOK

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