creating digital content that works
TRANSCRIPT
Creating Digital Content That Works
What is Digital Content? • Anything consumable and/or shareable (not just words) • Text content (headlines, bullets, body copy, etc.) • Blogs • eBooks/How-to-Guides/White Papers • Graphics • Memes • Infographics • Videos • Slides • Data • Animations • User generated content
What is Content Marketing?
Creating and distributing relevant and valuable content to attract, convert and engage a target audience in order to drive a profitable action.
• Inbound – Pull vs. Push
• Social – Distribution through social networks
• Marketing Automation – Segmented & automated content deliver via triggers
Developing a Content Marketing Strategy
• Who – Clearly define audience segments
• Why
– Audience: Tap into needs and passions
– Company: What business result are you driving?
• What – What’s the big idea that will address why?
• When – Day, time, timing between messages
• Where – Paid, Owned, Earned
• How – Creative execution & optimization
Customer Journey Example
Customer Journey Example
Trigger Consideration Active
Evaluation Advocacy
What does this mean? • Website content focused on facts vs. just stories • Give control of process (self-service vs. talk to salesperson) • Need to provide info on prices • Needs pics that show off facilities and info on trainers • Social content focused on facts & results
Male, 26 years old • Fitness enthusiast • Thrives on intensity
and pushing limits • Enjoys competition
and camaraderie
Hears about X3 from a Friend Searches for X3 on his mobile device
• Needs convincing to switch
• Most interested in: • Results • Facts & Figures:
class length, sizes • Location /
Convenience • Price
• Wants “hard core”
• Wants best-in-class experience: • Trainers • Facilities
• Wants to understand what X3 delivers he’s not getting now
• Relatively quick to sign up for a free class; desires to choose what he wants when he wants it.
• Write a Review • Refer a Friend • Share on social
networks
Creating Value
• Utility
• Education
• Information
• Entertainment
• Inspiration/Motivation
SO WHAT?
Maslow’s Needs & Content
Workshop
• Teams of 4
• Pick client out of hat
• Develop a content strategy aligned with audience and business goals
• Deliverable – 2-3 ideas for content – Why (need it meets/value it provides)
– Where
– When
– How
