Building aCONTENT MARKETINGCompetency

Gerardo A. Dada@gerardodadaTheAdaptiveMarketer.com

You Should NOT

Have a Content

Marketing Team

What is Content Marketing?

“Content marketing is a marketing technique of creating and distributing valuable,

relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer

action.”

@gerardodada

What is Content Marketing?

“Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire

and retain customers. ”

@gerardodada

Content Marketing is an

EXPLODING

Buzzword

But it can still be effective if done

correctly

@gerardodada

@gerardodada

Content Marketing is

NOT New

In fact,

it is older

than

direct mail

and

TV advertising…

@gerardodada

Published in 1900

There were 3,000 cars in FranceThe Michelin brothers printed 34,000 copies

@gerardodada

Multi ChannelContent Marketing in the Past Century

• 1924 BC Cooking School of the Air

• 1930 BC Cookbook

• 1950 TV Programs

• 1952 Betty Crocker Contest

• 1991 Over 26 M Cookbooks Printed

@gerardodada

Betty Crocker had a good understanding of their buyer

personas

“Featuring Recipes From World Famous Chefs For Foods That Enchant Men.”

And value propositions

@gerardodada

The Standard Formula• Understanding who are your customers

• Develop Personas

• Understand How They Buy

• Map the buyers journey

• Plan: Create a content Calendar

• Content for every stage

• Make sure it is useful

• Write engaging content

• Make it viral

• Measure results

What is Wrong

With this Formula?

the standard formula for

Content Marketing

• Understanding who your

customers are

• Develop personas

• Understand how and what

they buy

• Map the buyer’s journey

• Create a content calendar

• Content for every stage

• Make sure it is useful

• Write engaging content

• Make it viral

• Measure results @gerardodada

• Understanding who your customers are

• Develop personas

• Understand how and why they buy

• Map the buyer’s journey

• Create a content Calendar

• Content for every stage

• Make sure it is useful

• Write engaging content

• Make it viral

• Measure results

These are

Essential to

Marketing

Strategy(before you go to tactics)

@gerardodada

• Understanding who are your customers

• Develop personas

• Understand How They Buy

• Map the buyer’s journey

• Create a content calendar

• Content for every stage

• Make sure it is useful

• Write engaging content

• Make it viral

• Measure results

All marketing

Should beUseful

Contextual

Planned

Measured

• Sales pitches

• Website

• Advertising

• Etc

@gerardodada

All Good Marketing

is Educational

@gerardodada

Your Mantra: Be Helpful

• Help customers make decisions

• Provide guidance – educate, don’t sell

• Share and showcase your expertise

• Focus on customer questions, knowledge gaps, and problems

• Write in their language, without exaggerations or superlatives

• Reflect your company values

• Make it interesting

@gerardodada

@gerardodada

LCD or

DLP?MHL

2000

Lumens10000:1

contrast

Throw?

Lens

Shift

Auto Iris

Lag

What I Needed HELP With When Buying a

Home Theater Projector

@gerardodada

@gerardodada

• Understanding who are your customers

• Develop Personas

• Understand How They Buy

• Map the buyers journey

• Create a content Calendar

• Content for every stage

• Make sure it is useful

• Write engaging content

• Make it viral

• Measure results

“Engagement” is

a misunderstood

buzzword“My content is

engaging….so is a car

crash”

@gerardodada

• Understanding who are your customers

• Develop Personas

• Understand How They Buy

• Map the buyers journey

• Create a content Calendar

• Content for every stage

• Make sure it is useful

• Write engaging content

• Make it viral

• Measure results

“Engagement” is

a misunderstood

buzzword“My content is

engaging….so is a car

crash”

No formula for

going viralWho has done it

consistently?

(aside from OK-Go)

@gerardodada

Can You Name the

Product In This

SuperBowl Ad?

Viewers only remembered

29% of all ads after 12 months

Only 13.28% could associate

the correct brand with an ad

Source: The Adaptive Marketer SuperBowl ad studyhttp://theadaptivemarketer.com/2014/02/09/super-bowl-ads-good-investment-giant-waste-money/

@gerardodada

The 80’s Called –Very Funny@gerardodada

This Stock Chart? Not So Funny@gerardodada

Content Marketing is useless unless it makes the cash register ring

@gerardodada

Building a content marketing

COMPETENCY

means building processes and systems to create useful, effective content CONSISTENTLY

@gerardodada

Start with Thought Leadership

“A thought leader is recognizedas a leading expert in a

specialized field and is able to monetize this positioning.”

- - Russ Alan Prince

@gerardodada

Thought Leadership

What is useful

and interesting to

your customers

Your unique

knowledge,

information or

expertise

What will drive

sales

@gerardodada

GOODTHOUGHT LEADERSHIP

Educates

Builds Authority with a Point of View

Predisposes Customers to Buy

Establishes expertise

Builds Trust via Selflessness

“wow, no selling”

@gerardodada

@gerardodada

@gerardodada

@gerardodada

Who is going to write

all that expert content?

@gerardodada

@gerardodada

Good Marketers Write.photo credit: splorp - Creative Commons license

@gerardodada

Good Marketers Write.

Writing is a Key Competency for Every Marketer

Writing is important.(not optional or something you do “when you find time”)

Writing is in the job description.(not someone else’s job)

Domain Expertise is Important.(no one knows the customer better than marketing)

photo credit: splorp - Creative Commons license

@gerardodada

Maximize ValuePoint of

ViewCore

Content Fully Developed and

Edited Messaging Core in

multiple lenghts

Reformat and Atomize to

Multiple Formats and

Channels

Add Metadata and

PURLs

Cross-link

Add to

Content

CatalogMeasure

@gerardodada

Sales Funnel

awareness interest evaluation action use

@gerardodada

The Attention Funnel

headline subhead graphics copy sharing

@gerardodada

The Attention Funnel

twitter infographic blog post white paper training

@gerardodada

Measu

rin

g R

esu

lts • Track: create unique URLs and landing pages

• Consumption metrics: reads, page views, downloads

• Quality metrics: shares, comments, votes, ratings and retweets

• Funnel metrics: clicks from content to buying process

• Deal influence: reverse forensics

@gerardodada

Gerardo A. Dada@gerardodadaTheAdaptiveMarketer.com

ThankYou

Followwww.theAdaptiveMarketer.com

@gerardodada

Content Marketing Postshttp://bit.ly/ContentPosts

This Presentationhttp://www.slideshare.net/gerardodada