What is content marketing and how it drives ROI: #29

What is content marketing and how it drives ROI

In this episode of Tourism Tweetup the podcast we chat to Jacki James a strategist at Zuni a Sydney based digital agency about content marketing and if you can track an ROI on content marketing.

Jacki defines content marketing by starting with what content marketing is not. She says back in the day advertising is what we thought of as marketing and that is about interrupting people with your messaging and this is a push strategy, pushing your message out. Content marketing however is about creating content that your audience wants to consume and you are drawing your audience to your brand so more of a pull strategy.

The content could be a game, a white paper, could be inspiring images or how to blog post.

For your content marketing to be effective brands need to be more strategic in their approach and have a focused content strategy. Focusing on the high value areas - identify those areas that are going to add the most value to your target audience and those that will make the biggest contribution to achieving your business objectives.

"Every piece of content you put out there must have a reason and a purpose for being - @jackijames"

[Tweet "Every piece of content you put out there must have a reason and a purpose for being - @jackijames"]

What to post or what content to create, "Your content should meet the audience needs and your business objectives."

What does my audience want

How can I offer them value

How can I be useful

Link to River Pools and Spas 'the pool guy' Marcus Sheridan case study click here

At the 8 minute mark we discuss that content marketing isn't just about social media.

At about the 9 minute market we talk about content marketing and ROI. You can have an ROI on a content marketing strategy. If you are trying to increase brand awareness you'll want to look at reach metrics, If you are looking at affinity and relationships you'll be looking at engagement metrics like returning users, visit, log ins, shares, or even hashtag usage, If it's sales then looking at google analytics sales funnels and how customers are moving along the funnel.

Link to the Levis and Google thing we were talking about.

Link to the Leo Burnett diving with sharks thing we were talking about

Zuni website http://zuni.com.au

Jacki on Twitter https://twitter.com/jackijames

The post What is content marketing and how it drives ROI: #29 appeared first on Holly G.

What is content marketing and how it drives ROI

In this episode of Tourism Tweetup the podcast we chat to Jacki James a strategist at Zuni a Sydney based digital agency about content marketing and if you can track an ROI on content marketing.

Jacki defines content marketing by starting with what content marketing is not. She says back in the day advertising is what we thought of as marketing and that is about interrupting people with your messaging and this is a push strategy, pushing your message out. Content marketing however is about creating content that your audience wants to consume and you are drawing your audience to your brand so more of a pull strategy.

The content could be a game, a white paper, could be inspiring images or how to blog post.

For your content marketing to be effective brands need to be more strategic in their approach and have a focused content strategy. Focusing on the high value areas – identify those areas that are going to add the most value to your target audience and those that will make the biggest contribution to achieving your business objectives.

“Every piece of content you put out there must have a reason and a purpose for being – @jackijames”

Every piece of content you put out there must have a reason and a purpose for being – @jackijames
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What to post or what content to create, “Your content should meet the audience needs and your business objectives.”

What does my audience want

How can I offer them value

How can I be useful

Link to River Pools and Spas ‘the pool guy’ Marcus Sheridan case study click here

At the 8 minute mark we discuss that content marketing isn’t just about social media.

At about the 9 minute market we talk about content marketing and ROI. You can have an ROI on a content marketing strategy. If you are trying to increase brand awareness you’ll want to look at reach metrics, If you are looking at affinity and relationships you’ll be looking at engagement metrics like returning users, visit, log ins, shares, or even hashtag usage, If it’s sales then looking at google analytics sales funnels and how customers are moving along the funnel.

Link to the Levis and Google thing we were talking about.

Link to the Leo Burnett diving with sharks thing we were talking about

Zuni website http://zuni.com.au

Jacki on Twitter https://twitter.com/jackijames

The post What is content marketing and how it drives ROI: #29 appeared first on Holly G.