[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
•
2 likes•5,277 views
Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.
Report
Share
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
Similar to [Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value (20)
More from CXL
More from CXL (20)
Recently uploaded
Recently uploaded (20)
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value
- 1. NOBODY PAYS THE BILLS IN SOCIAL SHARES CONTENT MARKETING WITH TANGIBLE VALUE Stacey MacNaught Tecmark @staceycav
- 2. Surprisingly few people really “get” content marketing. @staceycav
- 3. What my friends think I do… @staceycav
- 4. What my friends think I do… @staceycav “You get paid to mess around on Twitter all day, don’t you?”
- 5. What my Mum thinks I do… @staceycav
- 6. What my Mum thinks I do… @staceycav “Something to do with Google or something?”
- 7. What my Nan thinks I do… @staceycav
- 8. What my Nan thinks I do… @staceycav “Computers.”
- 9. But it’s not just our parents and grandparents who are confused about it. @staceycav
- 10. So are the clients/bosses paying the wages and the bills. @staceycav
- 12. @staceycav
- 13. @staceycav
- 15. This doesn’t cut it… @staceycav
- 16. @staceycav
- 20. In 2010, I was a part of the team involved in delivering this disaster. @staceycav
- 21. @staceycav
- 22. @staceycav “WTF is that?” I hear you ask…
- 23. @staceycav That is Photoshop vomiting on some boring content.
- 24. @staceycav We called it an “infographic.”
- 25. @staceycav Yes, there’s a dinosaur on it.
- 26. @staceycav No, I don’t know why…
- 27. @staceycav We spent a whole month of our client’s budget on it.
- 28. @staceycav And generated 2 links and 4 Tweets.
- 29. @staceycav And of course, it didn’t result in anyone submitting an enquiry.
- 30. @staceycav
- 31. @staceycav
- 32. It was as embarrassing as Boris…
- 33. Fast forward a few years @staceycav (and a lot of trial and error)
- 34. We’re delivering links on quality and quantity. @staceycav
- 35. @staceycav
- 38. We can correlate links with an improvement in rankings, traffic and sales. @staceycav
- 39. @staceycav
- 40. But we can do better. @staceycav
- 41. But we can do better When we stop thinking of content as a channel of its own @staceycav
- 42. And start looking at it as a tool to improve the efficiency of other channels. @staceycav
- 43. @staceycav
- 44. @staceycav This generated links and engagement
- 47. @staceycav Which led to… £££ (direct and assisted bookings)
- 48. @staceycav
- 49. @staceycav Content to win researchers
- 50. @staceycav Won visits through organic, social and low cost PPC
- 51. @staceycav Retarget users based on which pages they viewed.
- 52. @staceycav Lower CPA by up to 75%.
- 53. Content that generates measurable VALUE @staceycav
- 54. A SIMPLIFIED VERSION OF THE JOURNEY TO PURCHASE @staceycav
- 56. And it’s here that I believe a ton of opportunity lies
- 57. CONSIDERATION WHERE CONTENT BECOMES A MORE DIRECT REVENUE DRIVER @staceycav
- 58. @staceycav This is all about research
- 59. @staceycav It’s not just about understanding who the customer is and what they want.
- 60. @staceycav We have to understand the scenarios that put your customer potentially in the market for your product
- 62. @staceycav Desire Need What makes someone want your product or service? What has happened to make the user need your product
- 63. @staceycav
- 64. @staceycav What is the event that triggers the process that ultimately ends in the purchase of your product/service? 1.
- 66. @staceycav What’s the user’s objective at this stage? 2.
- 67. @staceycav “I want to fix my washing machine.”
- 68. @staceycav What online actions might they take? 3.
- 69. @staceycav
- 70. Plan content around the triggers that begin the consideration process @staceycav
- 71. And content to meet needs or overcome problems at each stage through to purchase. @staceycav
- 72. Survey your customers about triggers @staceycav
- 73. A trigger for a new purchase in almost all product areas is a product recall @staceycav
- 76. Find out what related online queries people make: @staceycav @staceycav
- 80. Your call centre team! @staceycav
- 81. Use PPC to promote content cost effectively @staceycav
- 84. Nobody’s bidding
- 86. And don’t expect people to just remember you when they are ready to convert. @staceycav