developing a content maketing strategy
Post on 17-Oct-2014
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DESCRIPTION
A content marketing strategy overview that supplements the coverage of the topic in the text. Material from a variety of current sources is used and links to original sources are given. The notes pages contain suggestions for teaching and links to additional sources that could be used to increase the coverage of specific subjects. There are also additional Internet resources listed at the end of the presentation.TRANSCRIPT
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CREATING A CONTENT MARKETING STRATEGY
Supplements Content Marketing Section, Chapter 10
Mary Lou Roberts and Deborah Zahay
Internet Marketing: Integrating Online and Offline Strategies
Mary Lou Roberts and Debra ZahayJanuary 2014 To Accompany Internet Marketing, 3rd ed.
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TOP ISSUES IN INTERNET MARKETING
• All Brands Are Now Publishers.
• The Marketing Campaign is Dead.
Long Live Content Marketing!
Mary Lou Roberts and Debra ZahayJanuary 2014 To Accompany Internet Marketing, 3rd ed.
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To Accompany Internet Marketing, 3rd ed.January 2014
What Does the Term
“Content Marketing”
Mean to You?
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
2014 DIGITAL MARKETING TRENDS
January 2014 Mary Lou Roberts and Debra Zahay
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2014/
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To Accompany Internet Marketing, 3rd ed.
MARKETERS PUTTING $$ INTO CONTENT, VISIBILITY
http://www.marketingcharts.com/wp/online/majority-of-us-marketers-say-theyll-increase-social-and-content-budgets-in-2014-37963/
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
THE ELEMENTS OF CONTENT MARKETING STRATEGY
Marketers Must
• Create Excellent Content• Select Platforms to Distribute Content• Optimize Platforms• Repurpose Content as Necessary
• Create Visibility to Attract Audience• Analyze Results, Improve Strategy
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
DEVELOPING THE BRAND STORY THROUGH CONTENT
January 2014
Brand Story
Content
Social Media Website Email Video Blog Mobile Search
Communications Channels
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
CREATING QUALITY CONTENT THAT ENGAGES VIEWERS
The Goal is Not the MOST; It is the BEST!
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
WHAT ARE THE BASIC SOURCES OF CONTENT?
January 2014 Mary Lou Roberts and Debra Zahay
http://www.curata.com/files/webinar-content-marketing-tactics-2014/slides.pdf
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To Accompany Internet Marketing, 3rd ed.
http://www.curata.com/blog/the-content-marketing-pyramid-are-you-hungry-for-content/
SOME OF THE CONTENT FORMATS
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
CONTENT FORMATS BY COMMUNICATIONS PURPOSE
January 2014
Who Is Your Target Audience?
Where are They in the Purchase Decision Process?
What Types of Content Are Most Appropriate• To Them• To Their Decision Stage?
https://www.distilled.net/blog/the-content-matrix/?utm_content=bufferbdfa7&utm_medium=social&utm_source=twitter.com&utm_campaign=bufferMary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
TYPES OF CONTENT “THAT GOOGLE WILL EAT UP”HTTP://WWW.MARKETINGPROFS.COM/ARTICLES/2013/10121/17-TYPES-OF-CONTENT-THAT-GOOGLE-WILL-EAT-UP
• Interviews• Lists• Resource Centers• Social Content• Polls and SurveysAnd 12 more—not necessarily in rank order
January 2014
Search Engines Demand “Quality” Content.
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
QUALITY—GOOGLE’S DEFINITIONHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/35769?HL=EN#3
• “Make pages primarily for users, not search engines• Don’t deceive your users• Avoid tricks intended to improve search engine rankings. A good
rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?" • Think about what makes your website unique, valuable, or
engaging. Make your website stand out from others in your field. “• Followed by Specific “Don’ts”
January 2014 Mary Lou Roberts and Debra Zahay
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STORYTELLING IS A VITAL PART OF CONTENT MARKETING
Where Do Stories Come From?
• Tell Why Your Business History Makes You What You Are•What Makes Your Brand Special•What’s Special About Your Business Locations/Stores• A Look Behind the Scenes at Your Company•Who Are the People That Make Your Brand Great• Employees and Customers
January 2014 To Accompany Internet Marketing, 3rd ed.
http://heidicohen.com/use-stories-increase-value-drive-sales/
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
ORGANIC FARM BECOMES RESTAURANT DESTINATION
January 2014
Messaging Also Supports its ‘Local’ Restaurant Customers
Mary Lou Roberts and Debra Zahay
http://www.bluehillfarm.com/
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To Accompany Internet Marketing, 3rd ed.
INTEL OFFERS BEHIND-THE-SCENES INSIGHTS
January 2014
Tech News Stories
Content Can Be Reused
Human Interest Story
Mary Lou Roberts and Debra Zahay
http://www.intelfreepress.com/
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To Accompany Internet Marketing, 3rd ed.
NON-PROFITS ALSO USE CONTENT MARKETING, STORYTELLING WITH SUCCESS
January 2014
http://www.pinterest.com/unicef/unicef-children/Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
HOW TO TELL GOOD STORIES
•Make Your Stories Unique and Compelling• Use a Variety of Content Formats• A ‘Transmedia’ Strategy
• Be Sure Your Story is Worth Sharing—And Make it Easy to Share!
January 2014
http://heidicohen.com/use-stories-increase-value-drive-sales/
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
“ENGAGING CONTENT”
January 2014
Would You Buy Stock
In a Start-Up Brewing Company
Whose Beer You Really Like?
Mary Lou Roberts and Debra Zahay
http://www.brewdog.com/equityforpunks
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To Accompany Internet Marketing, 3rd ed.January 2014
What Does “Engagement” Mean –
To You Personally?
To Marketers?
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
SELECTING AND OPTIMIZING CONTENT PLATFORMS
Which Platforms Reach and ImpactYour Target Audience?
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
MARKETERS IDENTIFY MOST IMPORTANT PLATFORMS/CHANNELS
January 2014
http://www.marketingcharts.com/wp/wp-content/uploads/2013/09/UnisphereSkyword-Most-Important-Content-Marketing-Channels-Sept2013.png
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
USE OF CONTENT MARKETING CHANNELSFROM 2014 CONTENT MARKETING TRENDS, CMI & MKTING PROFS
B2B• Social Media, except blogs• Articles on Website• eNewsletters• Blogs• In-Person Eventsand many more
B2C• Social Media, except blogs• Articles on Website• eNewsletters• Blogs• Videosand many more
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
DIFFERENT TYPES OF MEDIA REACH DIFFERENT SEGMENTS
January 2014http://theviewfromhere.ca/wp-content/uploads/2012/11/earned-media_panel_01.png
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
WHICH CHANNELS ARE MOST EFFECTIVE IN REACHING YOUR TARGET AUDIENCE?
January 2014
Each Marketer Must Make Decision:• How Many Channels Can We Handle Well?• Which Ones Are Best For Our Specific Audience?
Segment Personas Can be Helpful.
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
OPTIMIZED STRATEGY = CONTENT + SEO + SOCIAL
• Define Business Goals• Research the Nature, Wants, Social Media Use of Target
Audience• Create a Content Marketing Plan/Workflow/Calendar• Publish Content on Selected Platforms• Promote the Content in Social Media• Analyze with Relevant Analytics, KPIs
January 2014 Mary Lou Roberts and Debra Zahay
http://www.gshiftlabs.com/resources/optimized-content-marketing-strategy-how-to-guide
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To Accompany Internet Marketing, 3rd ed.
DEVELOPING AN OPTIMIZED CONTENT PLAN
• Identify and Assess Available Social Media Channels• Establish A dd’l Channels; Improve, Refine Use As Needed
• Establish Strategic Communications Topics• Translate into Defined Campaigns
• Create a Campaign Timeline• Identify Campaign from Original, Aggregated, Curated Content• Distribute Content to Target Audiences• All Have Calls to Action that Drive Traffic to Website
http://104west.com/services/cdo-content-delivery-optimization
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
Hermes FB links to Video on Website Van Bourgonien eMail Announces Catalog in Mail
January 2014 Mary Lou Roberts and Debra Zahay
Dec. 20 2013 Facebook post; www.hermes.com/vestiaire_ah13
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To Accompany Internet Marketing, 3rd ed.
EDITORIAL CALENDAR REQUIRED FOR CONTROL
January 2014
http://www.woodst.com/blog/wood-street-journal/copywriting-web-content/content-marketing-using-content-to-win-business-and-build-trust-part-four/
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
DEVELOPING VISIBILITY TO ACQUIRE NEW CUSTOMERS
AND CREATE LOYALTY IN EXISTING CUSTOMERS
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
SEARCH REMAINS MOST IMPORTANT CHANNEL FOR CUSTOMER ACQUISITION
January 2014
http://www.mckinsey.com/Insights/Marketing_Sales/Why_marketers_should_keep_sending_you_emails?cid=other-eml-alt-mip-mck-oth-1401
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
GOOGLE PAGE-RANKING FACTORS
http://moz.com/blog/ranking-factors-2013
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
MARKETERS SEE SHIFT FROM TRADITIONAL FACTORS
January 2014
Factors Increasing in Importance• Value to Users• Authorship• Structured Data “rules that standardize the structure and
content of the webpage” https://developers.google.com/custom-search/docs/structured_data
• Social Signals
http://moz.com/blog/ranking-factors-2013
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
KEYS TO SEO REMAIN
• Links • Demonstrate the Credibility of Your Site
• On-Page Factors• Content, Title Tag, URL, Alt Tags for Images http://moz.com/learn/seo/on-page-factors
• Keywords and Keyphrases• Users More Likely to Use 2 or 3 Words Than 1 When Searching• The Importance of Keyword Relevance Remains the Same• The Tools for Locating Relevant Keywords Remain the Same• e.g. Google Keyword Tool and Google (search) Trends
January 2014
Source: Andy Crestodina, Orbit Media StudiosMary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
THE WORLD OF SEARCH CONTINUES TO EVOLVE
January 2014
Google Introduced the Hummingbird Algorithm in Sept. 2013 with Few Specifics on How It Works
According to Tech Crunch:The main focus, and something that went repeated many a time, was that the new algorithm allows Google to more quickly parse full questions (as opposed to parsing searches word-by-word), and to identify and rank answers to those questions from the content they’ve indexed.
Mary Lou Roberts and Debra Zahay
http://searchenginewatch.com/article/2297160/Google-Hummingbird-Takes-Flight-Biggest-Change-to-Search-Since-Caffeine
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To Accompany Internet Marketing, 3rd ed.
WHAT TO EXPECT FROM SEARCH IN THE NEAR FUTURE• Mobile – 50% of Searchers Start on Mobile• Mobile = Voice Search; Siri, for example• More Natural Language, Long and Complex Queries• Semantic Search Becomes More Accurate
• Results Refined on Basis of Intent and Context (e.g. location)• Content Must Meet the Needs of the Target Audience• Content Must Have Authority – Come From Trusted Sources• Importance of Social Signals
• Recommendations by Users, Sharing of Content, Credibility of Author• Using Search Queries to Build Knowledge Bases and Improve Search Results• Links are Good – If Readers Follow Them• Google+ Is at the Heart of Google’s Efforts to Improve Search ResultsJanuary 2014
http://socialmediatoday.com/steve-rayson/1796646/10-ways-googles-hummingbird-will-shape-future-seo-and-content-marketingMary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
ASSESSING EFFECTIVENESS TO IMPROVE STRATEGY
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
WHAT A WORKING CM STRATEGY LOOKS LIKE
•Metrics Matter – Using the Right Ones Matters Even More• CM Plays Many Roles• Customer Acquisition, Lead Generation Most Common• Also Can Improve Positioning, Brand Development, PR
•Maximize Awareness, Distribution Among Target Audiences• Collect and Use Relevant Data for Bold Strategies • Use Existing Corporate Content to Create Good Stories•Multiple Platforms, Including Print, Are Essential
January 2014
http://www.theguardian.com/media-network-outbrain-partner-zone/content-marketing-success-measurement
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
RED BULL HAS PRIZE-WINNING CM PROGRAM
January 2014
http://kapost.com/kapost-50-content-marketing/#RedBull
http://www.redbullstratos.com/
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
RED BULL EXAMPLE USES A MIX OF WEBSITE, PLATFORM-SPECIFIC METRICS
January 2014
Provided by Twitter
Available from Google Analytics
Available from Google Analytics
Provided by LinkedIn
Available from Google Analytics
Metrics Platforms Increasingly Integrate Both Types of MetricsMary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
TYPES OF METRICS THAT CAN BE USED
January 2014
http://www.slideshare.net/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics?ref=http://contentmarketinginstitute.com/2012/11/a-field-guide-to-the-4-types-of-content-marketing-metrics-ebook/
Page ViewsVideo ViewsDocument ViewsDownloadsSocial Chatter
Likes, Shares, Tweets, +1s, PinsForwardsInbound Links
Form Completion, DownloadsEmail SubscriptionsBlog SubscriptionsBlog CommentsConversion Rate
Calculate the ROIOf Your Content Marketing
Investment
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
WHAT METRICS ARE MARKETERS USING?FROM 2014 CONTENT MARKETING TRENDS, CMI & MKTING PROFS
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
DOES HAVING A GOOD CONTENT MARKETING STRATEGY –
AND EXECUTING IT WELL –
MAKE A DIFFERENCE?
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
DIFFERENCES BETWEEN EFFECTIVE, NOT EFFECTIVECONTENT MARKETERS
FROM 2014 CONTENT MARKETING TRENDS, CMI & MKTING PROFS
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
STEPS IN ASSESSING EFFECTIVENESS OF BRAND CM
• Identify Top KPIs• Key Performance Indicators are Metrics that are Tied Directly
to Business Success• Adapt Strategy to Stages in the Customer Buying Process• Collect and Analyze the Necessary Metrics Data• Establish Benchmarks and Prioritize Goals• Continuously (Daily) Update Metrics, Monitor Goal Achievement
January 2014
http://contentmarketinginstitute.com/2013/11/build-scorecard-measure-content-marketing/
Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
ACKNOWLEDGMENTS
• Andy Cresodia, Orbit Media Studios, Content Marketing Presentation
• Ron Vining, Aspire Lifestyles, Content Marketing: Visualizing Your Story to Connect with New Audiences Across Omni-channel Media
https://app.box.com/s/5y9ynpm9qovgrpn3lg7q#!
• Debra Zahay, Aurora University, How Content Marketing Makes Sense of Social Media
http://www.slideshare.net/zahayblatz/contentmarketingkishslideshare07112013-pdf
January 2014 Mary Lou Roberts and Debra Zahay
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To Accompany Internet Marketing, 3rd ed.
ADDITIONAL RESOURCES
• Content Marketing Institute http://contentmarketinginstitute.com/
• The Ultimate Beginners Guide to Inbound Marketing http://pocketyourshop.wordpress.com/2014/01/04/ultimate-beginners-guide-to-inbound-marketing/
• How Search Engines Rank Web Pages http://searchenginewatch.com/article/2064539/How-Search-Engines-Rank-Web-Pages
• Periodic Table of Content http://www.orbitmedia.com/blog/content-chemistry/
• 4 Changes Google is Making and How They Affect Content Creation http://www.forbes.com/sites/johnhall/2014/01/05/4-changes-google-is-making-and-how-they-affect-content-creation/
• See, Think, Do: A Content, Marketing and Measurement Business Framework http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/
• The Blueprint for a Real Content Marketing Plan http://www.clickz.com/clickz/column/2320979/the-blueprint-for-a-real-content-marketing-plan?utm_term=&utm_content=lhc-mainlist-p1-item-2&utm_campaign=CZ.Weekly.EU.A.U&utm_medium=Email&utm_source=CZ.DCM.Editors_Updates
• 70+ Epic Content Marketing Best Practice Tips. . .http://econsultancy.com/blog/63014-70-epic-content-marketing-best-practice-tips-stats-blog-posts-and-more
January 2014