content marketing essentials - building a customer focused content strategy
TRANSCRIPT
Building a Customer Focused Content Strategy
March 3rd, 2016
CONTENT MARKETING ESSENTIALS
Georgiana Laudi VP Marketing, Unbounce
@ggiiaageorgianalaudi.com
What it is What it’s not
Understanding Your Customer Creating & Distributing Content
Goal Setting
Content Marketing
What it is
Content Marketing
Historical Content Marketing
Content marketing emerged in 2013 as the top digital priority for B2B and B2C
marketers, edging out former front-runner – social media engagement.
[Content Marketing Institute, 2014]
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
86% of B2B marketers and 77% of B2C marketers use content marketing.
[Content Marketing Institute, 2014]
Content Marketing in the wild
Content Marketing
Content marketing costs 62% less than traditional marketing and generates about
3 times as many leads. [DemandMetric]
What it’s not
Content Marketing
free
Content Marketing is not
Content marketing requires expertise. Expertise takes time.
Time is money.
Content Marketing is not free
fast
Content Marketing is not
Content Marketing is not fast
You’re building relationships and spreading your message over years,
not minutes, hours or days.
Content Marketing is not fast
You’re building a valuable asset, that you own.
all you need
Content Marketing is not
Content Marketing is not all you need
You need a problem to solve.Customer Personas Customer Journey
Content Marketing is not all you need
You need to solve it better than anyone.Unique Selling Proposition Killer Customer Experience
Content Marketing is not all you need
You need people to know you solve it.Social Search Email
Understanding Your Customer
Content Marketing
Customer Personas
Your Customer
Customer Personas are fictional, but data-driven, profiles of your ideal or
actual customer or customers.
What Are Customer Personas
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
By 2020, customer experience will overtake price and product as the key
brand differentiator. [Gartner, 2014]
52% of marketers support two to four roles and buyer personas with
dedicated content. [LinkedIn Technology Marketing Community, 2014]
64% of people say the customer experience is more important than
price in their choice of a brand. [Gartner]
1. Who your customers are (and could be) 2. What your customers need
3. Your customers habits & buying behaviours
Customer Personas Identify…
Customer Persona Template Example
Sample Sally
Building Customer Personas
1. Identify your target customer groups
2. Do your research
Building Customer Personas
3. Build out your personas
Building Customer Personas
Customer Personas Example
Agency Amy
They help guide and clarify the marketing strategy of small businesses,
and help larger companies keep their goals focused.
Customer Personas
The Customer Journey
Your Customer
A framework that maps the stages of your customer’s lifecycle, enabling you to better understand and thus improve
your customer’s experience.
The Customer Journey
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
48% of marketers use dedicated content to support three to five buying stages.
[LinkedIn Technology Marketing Community, 2014]
Customer Journey Map Example
The Customer Journey
1. Your customer personas
Customer Personas
Agency Amy
The Customer Journey
2. Create your customer stages
Common Customer Journey Phases
Awareness Engagement Evaluation Growth
Unbounce’s Customer Journey
The Customer Journey
3. Know your customers’ goals
Unbounce’s Customer Journey
Creating & Distributing
Content
Content Marketing
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
82% of consumers feel more positive about a company after reading
custom content. [Demand Metric]
61% of consumers say they feel better about, and are more likely to buy from, a company that delivers
custom content. [Custom Content Council]
Creating & Distributing Content
The 4 Types of Content & The 3 Ways to Source it
The 4 Types of ContentText
ImagesMultimediaInteractive
4 Types of Content
1. Text Based ContentShare information, tell stories
and drive conversations.
1. Text Based ContentBlogging Guest Posting Case Studies Cheatsheets Checklists Collateral Company News Ebooks FAQs Guides
How-To’s Interviews Lists Predictions Press Releases Print Articles Q&As Research Reports Testimonials Whitepapers
2. Image Based ContentAttract attention, communicate
quickly, add interest.
4 Types of Content
2. Image Based ContentCandid Photos Charts & Graphs Collage Comics & Cartoons Creative Photography (Facebook, Instagram, Pinterest) Illustration/Art Infographics Listicles (Visualized Lists)
Maps Memes Professional Photos (Portraits, Product Shots, Offices) Screenshots Sketched Notes Stock Photos Timelines Visual Quotes
3. Multimedia ContentSuperior storytelling using audio/visual.
4 Types of Content
3. Multimedia ContentAnimation (Cartoons, GIFs, Infographics, Typography) Audiobooks Case Study Videos Demos Ecourses Explainer/Product Videos How-to Videos Interviews
Location Tours Music Videos Songs Parodies Podcasts Presentations Recorded Webinars Slideshows Storyboards Vlogs
4. Interactive ContentEncourage active participation or creation.
4 Types of Content
4. Interactive ContentCalculators Contests Games Hashtags In-Person Events Livestream Video(Google Hangouts, Periscope, Blab) Live Webinars Maps/Tours
Polls & Quizzes Roundtables Seminars Surveys Templates Twitter Chats User-generated Content (Articles, Reviews) Worksheets Workshops
The 3 Ways to Source Content
Creating Curating
Crowdsourcing
1. Creating Unique Content
The 3 Ways to Source Content
2. Curating
The 3 Ways to Source Content
Curating Content — Comarketing
Curating Content — Comarketing
3. Crowdsourcing
The 3 Ways to Source Content
Crowdsourcing Content
Crowdsourcing Content
Content Distribution for Your Customer Journey
Creating & Distributing Content
Content Distribution
Build Awareness Increase Engagement
Help Evaluate Support Growth
Content Distribution
Build Awareness Social Search
Referral Events
Content Distribution to Build Awareness
Social Engagement
Paid
Content Distribution to Build Awareness
Search Organic
Paid
Content Distribution to Build Awareness
Referrals Partners
Customers Influencers
Content Distribution to Build Awareness
Events Online Offline
Content DistributionBuild Engagement
Email Paid Media
Content Distribution to Build Engagement
Email Lead Generation
Nurture Campaigns
Content Distribution to Build Engagement
Paid Media Lead Generation
Content DistributionHelp Evaluate
Email Paid Media
Website 1-on-1
Content DistributionSupport Growth
Email In-App Messaging
Customer Community 1-on-1
Goal Setting & Tracking
Content Marketing
Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
[Content Marketing Institute]
Having a documented content strategy nearly doubles the chance that you’re
successfully tracking ROI. [Content Marketing Institute]
Goal Setting & Tracking
Identify & track your personas through your
customer journey
Goal setting Identifying Personas
Self-Segmentation by Content Lead Gen Forms
Progressive Profiling Time of Purchase
Goal setting Key Performance Indicators (KPIs)
Website & Social Analytics Email Marketing Software
Marketing Automation Application Data
Billing/Accounting Software
Unbounce’s Customer Journey KPIs
Website Analytics (like Google Analytics)
Email/Automation Reports (like MailChimp,
Hubspot)
Application Analytics or Billing Software (like Totango, Recurly, Freshbooks )
Unbounce’s Customer Journey Content
Unbounce’s Customer Journey
Unbounce’s Customer Journey KPIs
Unbounce’s Customer Journey KPIs
Beginners Guide to Search Engine Optimization
Beginners Guide to Social Media Marketing
Content About ContentLead Generation Coursehttp://the.unbounce.com/lead-generation-course/
https://moz.com/beginners-guide-to-seo
https://www.quicksprout.com/the-beginners-guide-to-online-marketing-chapter-12/
Creating Customer Personas
Building a Customer Journey
http://www.singlegrain.com/buyer-personas-2/complete-guide
http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
http://get.unbounce.com/webinar-marketing-guide/
Blogging & Guest Blogging
Ebook Guide
Webinar Guide
Launching a Podcast
https://www.marketdoc.com/ultimate-guest-blogging-guide/http://contentmarketinginstitute.com/2015/05/guide-blogging-business/
https://www.searchenginejournal.com/ultimate-guide-e-books/143920/
Creating Case Studieshttp://unbounce.com/content-marketing/create-a-case-study-that-converts/
http://unbounce.com/content-marketing/guide-to-launching-podcast-in-itunes/
Content About Content
Resources & Further Reading: http://todaymade.com/blog/history-of-content-marketing http://www.sproutcontent.com/blog/bid/140145/7-Big-Brands-are-Succeeding-in-Content-Marketing-You-Can-Too http://www.forbes.com/sites/marketshare/2012/05/16/ge-general-mills-and-sears-explain-their-success-in-content-marketing-part-1 http://www.copyblogger.com/brick-and-mortar-content-marketing http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing http://www.vieodesign.com/blog/what-is-a-buyer-persona http://www.vieodesign.com/blog/how-to-create-a-buyer-persona http://www.singlegrain.com/buyer-personas-2/complete-guide-developing-using-buyer-personas http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/ http://blog.hubspot.com/marketing/content-marketing-plan http://www.jeffbullas.com/2015/02/06/the-5-key-pillars-you-need-for-epic-content-marketing-success http://www.slideshare.net/prnewswire/77-types-of-content-to-feed-your-audience
All Images:https://unsplash.com/collections/885/world-book-day
Georgiana Laudi VP Marketing, Unbounce
@ggiiaageorgianalaudi.com
Thank you!