aquent/ama webcast- content marketing: how to sustain it, find success, and scale
DESCRIPTION
Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process. This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy.TRANSCRIPT
Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process. This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy.
Content Marketing: How to sustain it, find success and scale.
Seriously, How Do Iactually execute
Content Marketing?
JAY ACUNZO | @JAY_ZO
Jay Acunzo | @Jay_zo
(BosContent.com)
(+ VC world soon)
Agenda:
• Why Content?
• How to Execute– Revealing Patterns – Lean on Three Things– Visual Playbook
• Resources
• Q&A
(More)
(Less)
Outcome:
A Story…
A Story…
Sit through THIS, sucker!
@Jay_zo
Make Stuff People Want
Make People Want Stuff
Modern Marketing:
(via Smithery.co)
My Goals For Today
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
• Inspire some to execute better
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
• Inspire some to execute better
• Improve .0000001% of the web
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
• Inspire some to execute better
• Improve .0000001% of the web
@Jay_zo
Why Content?
(ASIDE FROM THE BUZZ DU JOUR)
To be a great modern marketer is to accept
1 simple truth:
@Jay_zo
To be a great modern marketer is to accept
1 simple truth:
Consumers have all the power.
@Jay_zo
To be a great modern marketer is to accept
1 simple truth:
Consumers have all the power. Period.
@Jay_zo
Three Causes
@Jay_zo
Media
@Jay_zo
Make Stuff People Want
Make People Want Stuff
Modern Marketing:
(via Smithery.co)
How toExecute
(OR, “HELP! HELP! MY BOSS WANTS ME TO, L IKE, WRITE STUFF NOW!”)
@Jay_zo
At HubSpot…
• 5-8 blog posts/day
• 4-6 premium resources/month
• 1.5M views, 250K subscribers
• 50K monthly leads
Title and Content Layout with List
• Add your first bullet point here
• Add your second bullet point here
• Add your third bullet point here
@Jay_zo
Holy Scale, Batman!
@Jay_zo
Process, Infrastructure, & Foundation
How to Execute:2 Revealing Patterns
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
29
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo
30
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes to zero
Unpredictable traffic
@Jay_zo
31
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by building inventory.
@Jay_zo
32
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old posts and inventory of helpful content.)
@Jay_zo
On HubSpot’s Blog• 70% of traffic from posts older than 1 month• 50% of top 10 most viewed monthly posts older than 1
month
Huge inventory.Huge ROI.
@Jay_zo
How to Execute:Lean on 3 Things
PEOPLE | PERSONAS | PROCESS
@Jay_zo
1. People (Not HubSpotter.) (PhotoBomber.)
@Jay_zo
2. Personas
[name][demographic][goals]
Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about their personal histories, motivations, and concerns.
@Jay_zo
“Create content for marketers.”
“Create content for Mary.”
?
@Jay_zo
2. Process
@Jay_zo
2. Process
@Jay_zo
2. Process
What’s This Process Actually Look Like?
Planning Production
AnalysisDistributio
n
Goal
3. ProcessContent Team Workflow
@Jay_zo
Planning Production
AnalysisDistributio
n
Goal
3. ProcessContent Team Workflow STOP! Get These First…
• Personas
• Visual workflow tool (my favorite: Trello)
• Editorial calendar (spreadsheet or Google Calendar)
• Idea pipeline (Trello or Evernote)
• Match metrics to content @Jay_zo
3. Process
Blog +“Atomize”
Email +Social
Paid & Partner Promotion
Audience Outposts
Core Conten
t
Campaign Playbook
@Jay_zo
3. Process
Blog +“Atomize”
Email +Social
Paid PromotionPartners + Outposts
Core Conten
t
Campaign Playbook
@Jay_zo
Turning This Wheel…
• Core content first
• Blogging as distribution
• Email lists nurture, but also GROW reach
• Outposts = organic audience acquisition
• Paid: Taboola, Outbrain, etc.
Planning Production
AnalysisDistributio
n
Goal
3. Process
Blog +“Atomize”
Email +Social
Paid & Partner Promotion
Audience Outposts
Core Conten
t
Content Team Workflow Campaign Playbook
@Jay_zo
Recap
Thank You! Questions?
@Jay_zo
ResourcesBoston Content (local focus)• boscontent.com
Buyer Persona Template• tiny.cc/persona
Editorial Calendar Template• tiny.cc/edcal