Digital Marketing Course Week 5: Content Marketing
- 1. Content Marketing Hacettepe University Department Of Business Administration
- 2. What Is Content Marketing? • Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013).
- 4. Content Is King • Content is an essential component of digital marketing tools & disciplines such as: – SEO – Social media marketing – E-mail marketing
- 7. Content Is King • Content marketing strategies enable companies to attract people to their products as people relate to solutions, not products.
- 8. Virality • Virality means that the content spreads from person to person through the web at a very high rate, attracting an exponentially growing audience as it gains popularity.
- 10. Cool Example: Hubspot • Hubspot is an internet marketing company which came up with the term «inbound marketing» • Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. • Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.
- 11. Cool Example: Hubspot • Hubspot publishes books, guides, case studies, worksheets and many other types of content for free.
- 16. 113K Shares on Facebook!
- 20. #downloads: 5M+
- 21. Cool Example: Dumb Ways To Die • It was an effort of Metro Trains Melbourne to encourage people to be safe around trains.
- 22. Cool Example: Dumb Ways To Die • More than 100M views on Youtube • More than 100M total downloads on Android and iOS combined • 21% reduction in accidents and deaths in 2013. • Source: http://adage.com/article/special-report-music-and- marketing/numbers-mccann-s-dumb-ways-die-campaign/244455/
- 23. Video Marketing Hacettepe University Department Of Business Administration
- 27. Video Marketing • Video offers an extremely rich, engaging and stimulating experience for viewers • Video content has higher clickthrough rates on search engines compared to web results. • Videos have a strong effect on people and are not as expensive to produce.
- 28. Cornetto Türkiye
- 29. Cornetto Türkiye • Paid Views 300.000 • Organic Views 11,1 Millions View • Average TV Ads Video Completion Rate %50 (1 Minute) • Campaign CR %80 (4 minutes) • Engagement – FB Share 318.624 – FB Like 106.967 – FB Comment 23.162
- 30. Video Content • How-to guides and tutorials • Conference talks • Video presentations • Valuable industry updates • Educational lectures • Product reviews and advice • Entertainment
- 33. Will It Blend? • Channel started in 2006. • 2006-2008: 700% increase in total blender sales! • 919K YouTube Subscribers • 280 Million video views
- 36. Influencer Marketing Hacettepe University Department Of Business Administration
- 37. Who are influencers? • Influencers are people who are popular on social media and blogs. • They also are brand advocates and niche promoters.
- 38. Effect of Influencers • 40% people say that they purchased an item after seeing it used by an influencer on YouTube, Instagram, Twitter or Vine. • Also, 20 percent of respondents said they shared something they saw from an influencer, while one-third of millennials say they follow a creator on Twitter or Vine. http://www.adweek.com/news/technology/twitter-says- users-now-trust-influencers-nearly-much-their-friends-171367
- 46. 2000+ videos shared by users on mobile app!
- 47. 6500 ice cream sticks were shared by users on mobile app!
- 48. 12000 selfies were shared by users on mobile app!
- 49. Contact Me • e-mail: [email protected] • Course Page: www.aycaturhan.com/man423
- 50. Sources • emarketing: The Essential Guide To Marketing In a Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: http://www.quirk.biz/emarketingtextbo ok/