how to plan your content marketing efforts for maximum efficiency

How to plan your content marketing efforts for maximum efficiency

@Copozade@Qubadigital

www.quba.co.uk

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Edward Russell-JohnsonDigital Account Manager

Luke CopeContent Marketing Manager

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1. Defining your KPIs

2. Personas

3. Research & idea generation

4. Content types

5. Using a promotional strategy to amplify your content

Agenda

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We wouldn’t recommend approaching Content Marketing from a direct sales angle.

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Sales come later, often via a different channel.

e.g. links achieved to content = rise in search rankings for key terms which then can increase sales.

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• SEO

• Social engagement

• Quality Traffic

• Conversions… Sales? In a business where selling is a secondary function

Defining your KPIs

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2. Personas

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3. Using research to form winning content ideas

• Increases probability that your content will succeed

• Ensures you are not wasting time & budget on ‘losing’ ideas

• Research on influencers and content types at this stage can also help improve your content promotion

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First steps

• Have an initial brainstorm on potential content topics

• Base these sessions around persona interests and relevant events that are coming up

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http://buzzsumo.com/

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Research popular content

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Are there common themes and subjects that do well?

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Can content be adapted? Bettered?

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Are there enough Influencers in the nicheto amplify your content?

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An influencer is a website or social profile that holds a large number of relevant followers and site visitors.

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Do some influencer websites only share certain types of content?

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4. Content types

http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/

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Entertaining & Linkable Content

http://www.nationalnumbers.co.uk/fast-and-the-furious-every-important-car

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• Use the ‘build it and they will come’ approach. Content creation is only half the job!

• Create content that only you and your company care about. Consider the interests of your personas!

• Promote your own products and services

• Use an advertorial tone of voice

Don’t

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• Try and be innovative but realistic

• Focus on quality over quantity

• Research what types of content your influencers are more likely to share/link to

• Consider incentives, get feedback, get input pre content creation

• Educate, entertain, inform

Do

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5. PromotionContent is nothing without an intelligent

promotion strategy.

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Your content will only reach a finite amount of people if you only promote it through your owned

media channels

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Targeted Social Media Ads

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Twitter event # targeting

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Here you can use information gathered in the influencer research phase

Influencer promotions and outreach

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If the idea is good enough then your influencers may want to use the concept for their own site & social profiles

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This means you’ll be able to gain quality inbound links to your original content piece

= quality referral traffic and SEO benefits

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3 quality links earned

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Some may just endorse and post out on social networks

= Social referral traffic & endorsement from relevant influencer

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Spike in traffic

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Key takeaways

• Consider your KPIs at every stage of the research, build & promotion process, not just at the start.

• Use tools to analyse trends and identify ideas most likely to succeed, rather than plucking ideas out of thin air.

• Research the content types most commonly linked to by your target influencers or shared by your target personas.

• Plan your promotion and aim to spend as much time on promotion and outreach as you do on content creation.

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Questions?

Twitter:@qubadigital

E-mail:lcope@quba.co.uk

www.quba.co.uk