Content Marketing - Unlock the Key to Digital Marketing Success in 2017: Webinar Recording
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Explore the need for content marketing in 2017 and how can you establish an effective content marketing strategy. You will find this deck presented by Virginia Sharma, Director, Marketing Solutions, LinkedIn India, during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
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Content Marketing - Unlock the Key to Digital Marketing Success in 2017: Webinar Recording
- 1. Content Marketing: Unlock the key to Digital Marketing Success in 2017 Virginia Sharma, Director- Marketing Solutions, LinkedIn India 20th January 2017
- 2. Top Rated Digital Marketing Techniques- 2017
- 3. We need to stop interrupting what people are interested in and be what people are interested in. Craig Davis Former Chief Creative Officer of J. Walter Thompson
- 4. Content Marketing Delivers ROI 7.8x Growth in Unique traffic for Content Marketing Leaders People engage with 10 pieces of content before contacting a sales representative 62% Lower Cost vs Traditional Marketing Companies with an active blog report 97% more leads 6X Conversion Rate vs Non adopters of Content Marketing Source: Forrester, ABERDEEN Research 2016, CMI 2016 study
- 5. Native advertising: What is it? Paid advertising that is produced and published in such a way that it resembles editorial content. Also know as Sponsored Content. Native advertising is quality content, inspired by a brand, that’s delivered in-stream. – Tim Duggan, Content Director, Sound Alliance ” “
- 7. Native Advertising: Metrics 3 Adapted from King Content, Native Advertising: Beyond the hype p7 • Click Through Rate (CTR) • Social mentions • Shares/links • Likes • Comments • Followers • Leads
- 8. What all native advertising has in common is its ability to take great client–owned content and embed it in the context of a user’s experience. – Leanne Brinkies, Head of Native Advertising, King Content ” “
- 9. Native advertising, done right, compliments inbound content efforts when it offers valuable, educational, useful information. – Ryan Bonnici, Head of Marketing, HubSpot Asia Pacific and Japan ” “
- 10. Great native is about creation and location. Brands must tell a story people are interested in (either educative, entertaining or informative), in an environment where customers already engage. – Jo Boundy, Head of Digital and Entertainment, Qantas Airways Limited ” “
- 11. Typical Content Marketing Program Outline 1. Understand the Audience 2. Create Content 3. Amplify Content 4. Measure Program Effectiveness
- 12. What type of content works best? • White papers • Webinars • Reports and analyses • Commentary and opinion pieces • Expert guides and insights • Video content • Blog posts • Digital image galleries • Listicles • ‘How to’ guides
- 13. Top 10 rules of effective native advertising campaigns
- 14. Top 10 rules of effective native advertising campaigns Accurately determine your target audience1.
- 15. Top 10 rules of effective native advertising campaigns Establish a strong understanding of the publisher’s audience 2.
- 16. Top 10 rules of effective native advertising campaigns Create valuable, useful and authentic content that your audience will want to engage with and that will enable your brand to become a trusted advisor 3.
- 17. Top 10 rules of effective native advertising campaigns Ensure your content matches the look and feel of the host website 4.
- 18. Top 10 rules of effective native advertising campaigns Use your content to create a connection that will lead to consideration in the future, and bring prospective customers into your lead funnel 5.
- 19. Top 10 rules of effective native advertising campaigns Be transparent and upfront. It should be obvious your content is a paid placement 6.
- 20. Top 10 rules of effective native advertising campaigns Time your campaign so it delivers the right content at the right time to the right audience 7.
- 21. Top 10 rules of effective native advertising campaigns Use the right native partner. The right partner can boost credibility by 33 per cent 8.
- 22. Top 10 rules of effective native advertising campaigns Invest in professional editorial support to craft your content, and make sure it matches the tone of your host 9.
- 23. Top 10 rules of effective native advertising campaigns Make your brand the star. Advertise your content, not your company 10.
- 24. Engage your prospects with relevant content in the world’s only professional feed Native Advertising on LinkedIn