become a content dj: how to create a winning mix for your content marketing
TRANSCRIPT
Become a Content DJHow to create a winning mix for your content marketing
Hilary MarshChief Content & Digital StrategistContent Company, Inc.
http://[email protected]
Also find me (hilarymarsh) on Twitter, Pinterest, Slideshare, LinkedIn
Agenda1. Know your audience needs
2. Assess what you have, with your strategic goals in mind
3. Match your offerings to what they need, and your goals to theirs
4. How to use each digital channel effectively
5. How to create an editorial calendar
6. Measure and evolve
Become a Content DJ
Content marketing’s jobEducate > Promote > Convert > Create an army
of loyal users who evangelize for your products/organization
By creating and sharing content
Become a Content DJ
Start with the audience: Identify the “hits” and “misses”Customer buying cycle: need, research, narrow, pay, use
Three types of topicsCurrent favoritesUp-and-comersPast hits
Become a Content DJ
Start with the audience: Identify the “hits” and “misses”Learn about what’s working now
Google AdwordsGoogle TrendsAnalyticsActions
Become a Content DJ
Start with the audience: Identify the “hits” and “misses”
Become a Content DJ
Start with the audience: Identify the “hits” and “misses”Learn what they’re not happy about too
Social media chatterCustomer service reports
Your homework: Talk to the people in your organization who are in closest touch with your audience
Become a Content DJ
Most popular topicsThey are not press releases.
They are not about the organization itself.
Of interest to a large percentage of the audience (e.g., the real estate bubble, eminent domain).
They promise to teach the reader something (e.g., how to run an open house, how new laws affect landlords).
Become a Content DJ
Least popular topics“Tooting our own horn”
They inform a reader but do not teach a new skill (e.g, June is national homeownership month, home sales expected to set records).
“Last-push” items (e.g., last chance to register for a conference, another request for donations) do not perform well at all.
Become a Content DJ
How popular is popular?Top 10 items generated 71% of clicks.
Bottom 6 items generated fewer than 500 clicks. (Note: 2 of these 6 items were news about the organization.)
Become a Content DJ
Assess what you have, with your strategic goals in mindExisting content that can be repurposed
New content you’ll need to create about your products, services, or programs
(Possibly new products, services, or programs to be created)
Your homework: Audit your content – website, blogs, documents, help content.
Become a Content DJ
Match your offerings to what they need, and your goals to theirs
Customer
needs
and goals
Company
offerings
and goals
Sweet spot!
Become a Content DJ
What content is in the sweet spot?Focuses on a key segment of what you do and what you have
Shared and promoted via white papers, blog posts, website content, webinars, etc.
Offline too – trade show booths, brochures, on-hold messages, customer service rep scripts
Your homework: Write down what’s in your sweet spot – both topics and outlets
Become a Content DJ
Your topic mixCurrent favorites (short list –
will they get bored? No!)
Likely upcoming faves
Past/perennial favorites – seasonal, themed, or just out-of-mind
Become a Content DJ
Prioritize your topicsPlan the mix
Favorites are in heavy rotationPast hits are in medium rotationUp-and-comers in light rotation
Your homework: Download and fill in the “Content DJ” editorial worksheet, using your topics and your time frames
Become a Content DJ
Overview of digital channels and how to use themHow does your audience use Facebook, Twitter, LinkedIn,
Pinterest, YouTube, Google+
What about your website
E-newsletters
Your homework: Map your channels to your mix
Become a Content DJ
Translate topics into contentFormat, level, angle
HandoutsChecklistsRecombineBeginner, intermediate, advanced Introduction or detailsPositive, negative
Test
Become a Content DJ
SEO JeopardyWhat do you have the answers for that people are searching for
on Google?
Your homework: Study Google Adwords and look at the top keywords and phrases. If they match what you have or what you want, make sure to create content containing those keywords and phrases strategically
Become a Content DJ
How to create an editorial calendarTopics + channels + timeframes
For each instance of a topic, identify the specific piece of content and whether it exists or needs to be created
Your homework: Create an editorial calendar
Become a Content DJ
Measure and evolvePay extra attention to the past successes and the up-and-
comers
Revisit and revise the list on a regular basis – at least quarterly
Your homework: Produce a report about what’s working and not, and share it with management
Become a Content DJ
Download the worksheets
www.hilarymarsh.com/editorial-calendar
www.hilarymarsh.com/content-audit
Become a Content DJ
