Download - How to Create an Effective Content Marketing Strategy in 2014

How to Create

An Effective

Content

Marketing

Strategy

AND AWESOME TOOLS FOR

BRAND DOMINATION

John D. SaundersMonday, February 24, 14

Well, what is Content Marketing?

@JDSaunders_

Monday, February 24, 14

Content Marketing is...

Providing valuable information to potential and current customers.

Why do I need it?

The idea is to inspire business and loyalty by creating and sharing consistent, high-quality information on a regular basis.

@JDSaunders_


Focus on building the relationship, not the hard sell.

@JDSaunders_


Become a Content Marketing Jedi...

Start by asking yourself:

“WHAT compels my customers to

ACT?”

@JDSaunders_


Delve into your metrics

Find out WHO your customers are by looking at your website analytics and Facebook Insights

How many visits have you had?Where are the visits from?

How many visits were new?Which pages are the most popular?

How much time is spent on your site?

Based on the information, you can make informed decisions about what content works and capitalize on the content that drives your

traffic.

Do Your Research

@JDSaunders_


Speak candidly to your customers

Talk to your existing customers. Ask them what they LIKE about your

product. Start with a general questionnaire, then delve deeper by targeting specific products, alternate

services and more.

Incentivize the experience

Offer a special or a rebate to entice customers

Do Your Research

@JDSaunders_


https://www.surveymonkey.com/mp/market-research-survey-templates/

Market Research Template

Do Your Research

Create your own questionnaire for FREE using Google Drive

https://support.google.com/drive/answer/87809?hl=en

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Talk to your sales team

Do Your Research

If you have a sales team at your business, utilize them!

Ask them about popular non-product questions they’re getting

When you know what your audience cares about, creating stories and content that resonates with them will be much

easier.

@JDSaunders_


Identify Brand Identity

Do Your Research

Brand Identity is a set of human characteristics associated with the name of a product, service or company

Decide who you want to be. Use the car analogy to help uncover your identity.

If your company was a car, which one would it be?Define the year, make, model and color. Is it domestic or an import? Is it

safe, cutting-edge, young or conservative?

Brand Identity helps PERSONIFY your company by giving it a distinguishable voice consumers can identify

@JDSaunders_


Brand Identity Examples:

Do Your Research

Cutting-edge, clean, friendly, elegant, high-quality, positive daily experiences

Crisp, clean and sharp. Fun, emphasis on passion, RED, simplest form of brand association


Create Your Content Marketing StrategyImage Courtesy of http://www.blurbpoint.com

@JDSaunders_


http://www.blurbpoint.com/

http://www.blurbpoint.com/

Content Marketing Strategy

Create a Director of Content

Delegate one individual to help shape and define your content

marketing strategy. If your company is not large enough to warrant it, guess what? YOU ARE the Director of Content



Director of Content

It is crucial this individual possess:

Strong writing and communication skillsGreat marketing eye for visual content

Analytical mind (for making use of data)Understanding of conversions

Ability to curate the best content from multiple sources

@JDSaunders_


Content Marketing StrategyYou have the data. You know who to target, what your consumer wants and

the means to create it.

Now what?

Map out the types of content that will best reach each customer audience you have identified in your research.

Understand what they want and provide it. Then...

Create a STYLE GUIDE


The Style GuideCreate a ONE PAGE document that includes:

Brand messageStrategyPromise

VoiceTone

AudienceLayout + Format of Content

Make sure this is positioned in front of the entire marketing team so that ALL of your content is consistent with the primary brand identity.



The Style Guide

The Style Guide will help your marketing team, or marketing individual, plan the right writing persona, with the same voice and tone across all platforms.



Now, create an Editorial Calendar

This calendar can include internal and external promotional platforms and items. Build the calendar

out in quarterly increments to help expedite the planning process.

DOCUMENT your content marketing strategy. Use spreadsheets to record your posts and content.


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Market Research. CheckStyle Guide. Check

Calendar. Check

Now, it is time to create ENGAGING content for current customers and potential consumers


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Types of Content to Promote:


Blog PostsGuest Blog Posts

E-bookEmail Newsletters/SignupPowerpoint Presentations

PodcastsVideo Content

Micro-VidsSocial Media Posts

WebinarsWhite Papers

How-To GuidesInforgraphics

Landing Pages


Promote Your Content


Post Your Blog on your website, but do not stop there!

Submit content to like-minded communitiesTweet it, Post it and Share it on major social media

Thank “Sharers”publicly

Use a “pop-up email subscription form on your site on the blog page offering free content as incentive


Tips


Headline and images are two of the most important factors that catch the attention of the audience when it comes to content.

Headlines with “How to” and “List” are enjoyed by people. Make a list post; they are easier for users to skim the article.

When someone visits your blog, make sure a pop-up email subscription form is presented to them, offering some free content as an incentive.

Through the introduction of Twitter’s Custom Timelines, LinkedIn’s Showcase Pages, and other tools that help you organize and target content, marketers will

be able to create content for highly targeted segments of their audience.


Monitor Your Content


Once you create that blog post, post that social media content or create a stellar powerpoint

presentation. You MUST monitor the content.


Monitor + Analyze Your Content


Blogs - visit your analytics.How long are users staying on the page?

What is the bounce rate?

Social Media Posts - look at Facebook InsightsAre users seeing your message?

Are they engaging?



Content Marketing Examples

@JDSaunders_


Redbull - Stratos Campaign


Felix Baumgartner made a freefall jump from 24 miles above the earth last October. The jump broke five records. As a result, Redbull sold 5.2

billion cans worldwide last year, a 13% increase over the year prior

Content: Facebook | Twitter | Instagram | Livestream

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Hubspot - All-in-One Marketing Platform


Hubspot is a premier all-in-one marketing platform that aids marketers in optimizing their websites with SEO, social media and blogging tools. They release a plethora of

content on a daily basis. Almost all of it requires an opt-in form. Funny videos,

interviews and more create an AWESOME dynamic

Content: Opt-in Forms | White Papers Blogs | Video Tutorials

Image courtesy of Kapost.com

@JDSaunders_


American Express


American Express, leading credit card company, created OPEN Forum. This

platform offers advice to small businesses and entrepreneurs. They leverage the

voice of experts to drive MAJOR engagement.

Content: Social Media Posts | Forums Blog Content



Moz - SEO Software and Marketing Tools


Moz helps marketers and business owners by providing marketing

strategies, education and videos hosted by the CEO, Rand Fishkin. His “White

board Friday” is the highlight of their content marketing garnering tons of

unique views.

Content: Tutorial Videos | Blogs



Content Marketing RECAP

1 - Do Your Market Research2 - Choose Your Director of Content

3 - Write Your Style Guide4 - Create Your Content Calendar

5 - Publish Your Content6 - Monitor Your Content7 - Analyze Your Content

Pat yourself on the back ‘cause you’re a badass content marketing manager

@JDSaunders_


Content Marketing Tools

Monitoring and Analytics Tools

BuzzSumo - identify the most shared links and key influencers in any topic - buzzsumo.comGoogle Alerts – keep tabs on pertinent keywords - google.com/alertsGoogle Analytics - monitor website traffic - google.com/analytics Topsy Analytics (Twitter) – check out top trending Twitter posts - Analytics.topsy.comYoast Wordpress Plugin - easy-to-use SEO tool for website optimization - yoast.com

Additional Tools

Google Forms - Create FREE forms - google.com/driveFree Stock Pics - bit.ly/1h1OA7I

@JDSaunders_


http://bit.ly/1h1OA7I

http://bit.ly/1h1OA7I

Content Marketing Tools

Content Distribution and Curation Tools

Bit.ly – URL shortener - bit.lyBuffer - schedule your content across Facebook, Linkedin and Twitter - bufferapp.comGoogle Databoard - Research Insights and keyword - google.com/think/databoardHootsuite - post to multiple social media profiles - hootsuite.comList.ly - curate and engage readers via live embedded list content inside blog posts - list.lyMailchimp - email marketing client. Also creates newsletter plugin for website - mailchimp.comPaper.li - browse curated online newspapers and submit your content - Paper.liPRWeb - press release distribution service - Statigram – Instagram Analytics - statigr.am/Slideshare - create a deck to draw attention to your site - slideshare.comStorify - Collect media from across the web Publish on Storify - https://storify.com/

Visual.ly - create infographics - visual.ly

@JDSaunders_


John D. SaundersDigital Marketer | Tech Geek

www.JohnSocial.com@JDSaunders_


http://www.JohnSocial.com

http://www.JohnSocial.com

Download - How to Create an Effective Content Marketing Strategy in 2014

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