PART ONE: Understanding Inbound Using Content Marketing To Grow Your Business

Transcription

1 PART ONE: Understanding Inbound Using Content Marketing To Grow Your Business

2 Everyone has a story. How you tell it determines its impact.

3 Allan Gates Lise Hansen Strategy Director and Partner. 20+ years in marketing and PR agencies in Canada and US. Also teaches Business at UNBSJ Creative Director and Partner. Award-winning creative professional. Developed brands and content for many companies including Radian6

4 Today What is Inbound Marketing? Take a deep dive in. How is it relevant to your business?

5 Goals Understand Inbound Marketing. Know how to apply it to your business. Have the tools to get started.

6 What is Inbound Marketing?

7 Inbound Marketing is: A new way to market. Inbound means attracting prospective customers to your site or content. Different from old interruption model of advertising.

8 It s selling without selling.

9 The Stuff of InBound: Blog posts Videos ebooks Research reports White papers Infographics Magazines Opinion polls

10 Inbound isn t new.

11 John Deere s The Furrow magazine, circa 1897

12 Jell-O Recipe Books circa 1900s

13 Start With Your Brand

14 Choice The strongest brands are about taking away choice, leaving only one option.

15 Pop Quiz

16 / Huddle.Today

17 Tesla Removing Choice Lots of players in electric vehicle space Which one dominates the conversation?

18 Differentiation Tesla marketing ad spend: $0 Toyota marketing ad spend: $1.8 billion Do you want a Tesla or a Camry?

19 Your Brand and Inbound What makes your company different and special? What is the emotional response you want to create in your customers? (How do you help them?) What are your values? What is the tone of your communication? What does your company stand for?

20 Your Brand and Inbound What is the visual language of your brand? Beyond a logo, do you have a colour palette, fonts, image treatment etc. It s important to be consistent in the look & feel of all your content - this is key to building the brand.

21 What brands do you love? Why?

22 Why Inbound Works

23 Interruption Marketing Old school marketing was premised on interruption. An ad was inserted in the content you wanted to consume - a TV spot, magazine ad, ad on the radio etc. The price of consuming the content was being pushed the ad.

24 Abundance of Attention That worked reasonably well pre-web 2.0 because there was an abundance of attention and a scarcity of content Most people had relatively limited media choices - cable TV, print magazines and newspapers. Content was generally consumed synchronously.

25 76 million people watched the Seinfeld finale in 1998 / Huddle.Today

26 Now you can only get that kind of same-moment audience in major sports events or award shows / Huddle.Today

27 Scarcity of Attention Abundance of content and scarcity of attention Anyone with an Internet connection or a smartphone can access an almost unlimited amount of content Billions of people use social media networks to create and share content Content is consumed asynchronously (Social media, Netflix, YouTube, Podcasts etc)

28 How does more content help? Good content can find an audience Niche audiences predominate Shorter attention spans Generation of infovores

29 Go where the puck is going to be. / Huddle.Today

30 No Barriers Before you needed a newspaper, radio station or TV station to reach a mass audience Now you can reach almost anyone anywhere The cost of doing this is minimal (but it s not free - more on that later ) You can earn attention - the most valuable commodity in today s world

31 For New Brunswick Businesses Inbound gives broader reach Inbound can engage prospects you might not otherwise connect with Inbound helps address the geographic challenge Inbound is relatively cheaper than advertising or traditional marketing

32 Questions?