#fusionmex content workshop: content marketing in practice, antwerp june 10, 2014
DESCRIPTION
My deck from a 45 minute workshop covering lessons learned and practical approaches that have worked for me and shaped our content strategy at Paper.li. As a one person team for many years I needed a plan and approach that would serve our community, grow our user base and align with business goals.TRANSCRIPT
Content Marketing in Practice
15:30 – 16:15
Content MarketingConference Europe#Fusionmex
Kelly Hungerford@kdhungerford
Sour
ce: W
ikip
edia
We need to do something about I hear epic content is the answer.
revenue loyalty
awareness
As a manager, how will we approach this and where do you start?
As a team member, how do you go about creating content?
If You’re Not Confused
What are our overarching goals?
Who’s my user base? What are their specific problems?
Who will help me create this content? Where will I publish
it? How will I distribute it?
What content will be required to support the goal and attract
new users?
BusinessNeeds
CustomerNeeds
Setting Content Objectives
Who’s Your Audience?
XPLA
NE
Empa
thy
Map
Identify with Empathy
Understand their PINs (Problem, Interest & Needs)
Use data to validate & adjust
Feel Alone? Think Again!
Content marketing is about building relationships (within and outside of the organization)
Content creators can be found throughout your organization and in your community
You need to become a “content machine” to make an impact – team + organization + community
Me
Plan, Promote and Track Content
Editorial calendar
Content creation overview
Promotion & Distribution
Data capture
Editor & writers
Managers Community/Social Media Managers
Design Your Process
Research: pick your persona, choose your
topic based on their PIN
Review existing, curate
or create
Publish, promote, distribute
Measure & analyze Re-purpose
Problems,
Interests &
Needs
TextPDF
VideoEtc.
Planned
Unplanned
KPIs
Content to Serve the Community
Paper.li Support
Started Feb 2011
50-60k views/month
300 tickets/month
Content to Educate the Community
Paper.li Community Blog
Started May 2011
30k+ views/month
Awareness via our community
Contributors = ambassadors & industry or niche experts
Safe ground to experiment
Content is the Community!
Pre-Chat Post (in 30d) Impressions Post-Chat Content (in 5d)
1700 views
11 million
1000 views
The Heart of Content Marketing
“Wrap your content around your customers and you give them a reason to love you.”
My Favorites: Reading & Resources• Audience, Jeff Kohr, Wiley, 2013• Content Chemistry, Andy Crestodina, Orbit Media Studios, 2012• Content Rules, Ann Handley, C.C. Chapman, • Optimize, Lee Odden, Wiley, 2012• The Power of Visual Storytelling, Ekaterina Walter & Jessica Gioglio,
McGraw-Hill, 2014• Think Like a Rock Star, Mack Collier, McGraw-Hill, 2013
• http://www.orbitmedia.com/blog/• http://contentmarketinginstitute.com/blog/• http://www.copyblogger.com/blog/• http://alistapart.com/blog