content marketing strategy 2016 08-10
TRANSCRIPT
![Page 1: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/1.jpg)
Content Marketing Building the Bridge to Success
Spread the Word:
![Page 2: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/2.jpg)
What is Content Marketing?
Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly-defined
audience — and, ultimately, to drive profitable customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
![Page 3: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/3.jpg)
Brand Purpose
What Customers
Want
Content Marketing happens…
http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them
Content
Marketing
![Page 4: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/4.jpg)
4 Steps to a Content Strategy
1. Setting Objectives
2. Defining Buyers & Audience Needs
3. Execution & Amplification Plan
4. Measurement & Metrics
![Page 5: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/5.jpg)
Setting Content Strategy Objectives 1
![Page 6: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/6.jpg)
What is your Content Marketing Mission?
•Become a destination for [target audience] interested in [topics]. To help them [customer value]
• This will help us [content marketing goals]
http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20-Content_marketing_mission_statementBecome_a
![Page 7: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/7.jpg)
Objectives
Why are you doing
this at all?
![Page 8: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/8.jpg)
What might my content include?
![Page 9: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/9.jpg)
Defining Buyers’ and Audience Needs 2
![Page 10: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/10.jpg)
What are “Buyer Personas”
A Buyer Persona is fictional, generalized
character that encompasses the various
needs, goals, and observed behavior
patters among real and potential
customers.
![Page 11: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/11.jpg)
What are “Buyer Personas”
• Demographics – M/F, Single/Married, age, religion
• Psychographics – attitudes, aspirations, habits, hobbies, values
• Market – Healthcare, Banking, Manufacturing
• Geography – local, regional, national, international
Inbound Methodology via Hubspot
![Page 12: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/12.jpg)
What are “Buyer Personas”
Inbound Methodology via Hubspot
![Page 13: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/13.jpg)
What does Audience Personas Development Determine?
• What kind of content to create
• What tone, style, and delivery strategies you need to develop
• What topics and targets should you focus on to help continually grow your business
• How your Content Strategy will evolve
![Page 14: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/14.jpg)
So, what might your Buyer Look Like? Repeat Client
Challenges are easily identifiable
Know how they like to communicate
Can help them communite internally
Potential Client
Need to better understand mission & brand
May have in-town and out-of-town decision makers
Multiple Entities Involved
Millennials, Gen X, and Baby Boomers make up decision makers/influencers
Owner does not know your brand; ongoing relationship with architect; focusing on proposed team members
![Page 15: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/15.jpg)
Research Audience Needs
![Page 16: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/16.jpg)
What do your Audiences Need [Want] to Know?
• All Content should seek to Educate, Inform, or Entertain
• Consider where your audience will consume this content
• Detailed Case Studies for Projects like mine
• How to sell your solutions to internal stakeholders
![Page 17: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/17.jpg)
Strangers
Visitors
Leads
Customers
Promoters
Quality Content around broader, shareable topics that
drive visibility and engagement. Blog Articles,
Infographics, Videos.
Content that is useful and timely. Niche topics, market
specific to your offering and solution. More detailed
features/benefits; assessment tools, process documents.
Combination of content to a more defined audience
specific to audience needs. White papers, detailed project
sheets, testimonials, Calls to Action.
Custom Content that answers buyer key concerns. FAQs,
Research Studies, Ebooks, Webinars, Exclusive
Events/Workshops.
Custom Content that reinforces buying decision.
Customer-Only Events/Workshops, Loyalty Programs,
Exclusive Client-Only Content (email), Case Studies.
Stages in the Buying Cycle
![Page 18: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/18.jpg)
Execution & Amplification 3
![Page 19: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/19.jpg)
Planning Templates
![Page 20: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/20.jpg)
Excel Spreadsheet/Google Docs
![Page 21: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/21.jpg)
Example - Content Planning
![Page 22: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/22.jpg)
Amplification
![Page 23: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/23.jpg)
How to Spread the Word?
• Email Blasts
• E-Newsletters
• Website Homepage/Blog/News
• Webinars
• (Organic) Social Media Posts
• Programmatic Marketing
• Digital Advertising
• On-Page/Off-Page SEO
• Employees’ Social
• Customers’ social
• Display ads
• Paid Social
• Guest Posts
• Paid Media
• Earned Media
• Offline Ads (Print)
![Page 24: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/24.jpg)
Across all Social Media
![Page 25: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/25.jpg)
Email Marketing
![Page 26: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/26.jpg)
Through Your Website Blog
![Page 27: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/27.jpg)
Compiled Digital Media Kit
![Page 28: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/28.jpg)
Measurement & Metrics 4
![Page 29: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/29.jpg)
Consumption Metrics
Sharing Metrics
Lead Generation
Metrics
Sales Metrics
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Four Types of Content Metrics
![Page 30: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/30.jpg)
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Consumption MetricsHow many people viewed, downloaded or listened to this content?
Help you measure Brand Awareness and Website Traffic
• Page/Video Views
• Downloads
• Social Chatter
![Page 31: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/31.jpg)
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Sharing MetricsHow often is this content shared?
Help you measure Brand Awareness and Engagement
• Likes, Shares, +1s, Pins
• Forwards
![Page 32: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/32.jpg)
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Lead Gen MetricsHow often does content consumption result in a lead?
Help you measure Lead Generation, Lead Nurturing, and Engagement
• Form Completion and Downloads
• Email Subscriptions
• Blog Subscriptions
• Blog Comments
![Page 33: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/33.jpg)
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Sales MetricsDid we actually make any money because of this content?
How you measure customer acquisition and sales goals
• Online Sales
• Offline Sales
• Google Analytics
![Page 34: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/34.jpg)
Summary
![Page 35: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/35.jpg)
4 Steps to a Content Strategy
1. Setting Objectives
2. Defining Buyers & Audience Needs
3. Execution & Amplification Plan
4. Measurement & Metrics
![Page 36: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/36.jpg)
Sources:
• http://contentmarketinginstitute.com/what-is-content-marketing/
• http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them
• 2015 B2B Content Marketing Trends – North America: Content Marketing Institute/Marketing Profs
• Curata.com
• Inbound Methodology via Hubspot
• http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
![Page 37: Content Marketing Strategy 2016 08-10](https://reader034.vdocuments.site/reader034/viewer/2022052706/58ed5ab11a28ab185c8b45d1/html5/thumbnails/37.jpg)
Questions?