how to create a successful content machine
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TRANSCRIPT
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4Building Your
Content Machine
How to Create a Content Machine
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Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
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Let’s face it, being successful with content marketing is really hard.
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That’s why there is so much Content CRAP out there.
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That’s why there is so much Content CRAP out there.
Check out the full slideshare:
http://slidesha.re/1fgaiT8
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The majority of the content being published gets no love at all
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The majority of the content being published gets no love at all
Even though we give them every option available to share
that content
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It’s only going to get more competitive.
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"54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)
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Download >> “The Life of a Remarkable Piece of Content” <<
Some brands are doing amazing
content.
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So how do you create a winning content marketing blueprint?
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And help your company generate a lot more traffic and leads
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What about if we just gave you a complete Content Marketing Blueprint?
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LET’S GET STARTED.
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1Getting Buy In
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All great Content Marketing plans start with getting people bought into your vision
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All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.
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1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
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2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
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2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue. Know the metrics
your boss really cares about
http://bit.ly/1k3cqDC
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3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
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4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.
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5. Know the trends in the market. Include key stats in your presentation to back up your points.
“B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source (http://bit.ly/1h79fpQ)
"Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources" - source (http://bit.ly/1h7bcT0)
"The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)
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1Getting Buy In 2Planning
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MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess
Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
Everything starts with your buyer persona
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To create buyer personas for your company you need to know
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What questions do you need to ask? What information are you looking for?
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1. Assumptions (Needs)
(5-20 mins) – Everyone in the group writes down goal, activity, need, problem for
that user. “User needs marketing
software that allows her to create landing pages without
help from I.T”
Affinity Mapping
Group Validate
s
2. Assumptions (Attributes)
(5-20 mins) on attributes of the different user groupins.
“Marketing Directors of SMBs
who need to grow leads by 50% this year”
Group Validate
s
3. Data Gathering Gather data to prove or
disprove assumptions made so far.
“Internal sales team top
answer on prospects challenges is lack of I.T help with marketing campaigns”
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Brainstorm 7 to 10 people
Interview Prospects
& Customers
Write Personas
(500 – 700)
Find a Photo
Test
Where do you get that information from? How can you use that information to create your buyer personas?
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You can now start brainstorming content ideas for your different buyer personas.
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• Google Trends
• Bottlenose
• SocialCrawlytics
• SEOGadget’s Content Ideas Generator
• Quora
• HubSpot Social Inbox
Make use of tools to help you brainstorm what content is right for your buyer personas.
• Google Keyword Planner
• Google Analytics
• Google Suggest
• UberSuggest
• HubSpot Keyword Tool
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Keyword Planner
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UberSuggest
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LSI Keywords
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Google Trends
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Bottlenose
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SEOGadget Content Idea
Generator
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SocialCrawlyti
cs
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50eur
Internal Ideas
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Content Swipe File
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http://offers.hubspot.com/the-little-book-of-remarkable-ideas
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Create an Editorial Calendar
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Create an Editorial Calendar
Can do this using Google Calendars.
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Create an Editorial Calendar
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Create an Editorial Calendar
Get this template http://bit.ly/1ohj2Lt
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Awareness
Evaluation
Purchase
What content ideas are a good fit for your buyer personas in the awareness stage?
What content ideas are a good fit for your buyer personas in the evaluation stage?
Map those content ideas across your funnel to make sure you have the right content for each stage.
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3Publishing
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HOW CAN YOU BE A PUBLISHER FOR YOUR MARKET?.
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Blog & eBooks Tools Photos Videos & Podcasts Presentations
CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.
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increase in web traffic
Generates Social PR
generates Inbound
links
generates leads
creates sales
THESE ASSETS WILL CREATE REAL VALUE
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Vs 70%
of our blog leads are from OLD articles
ASSETS MEAN YOU OWN YOUR MARKETING
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Know what content blocks are the best ones for your goals. Each of them have different values.
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Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
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Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
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Curating Content
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Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
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Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
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Teach people how to do something
Trend for “how to”
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Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
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Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
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Close
Recycle
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4Promotion
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THE POSSIBLE EYEBALLS YOU CAN GENERATE.
Content
Distribution Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog 10,000 6% 3000
Email 10,000 3% 300
Facebook 8000 2.5% 200
Twitter 1000 0.5% 5
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CREATE A CONVERSION PATH FROM YOUR BLOG.
CALL TO ACTION
LANDING PAGE
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PROMOTE TO YOUR LIST
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PROMOTE THROUGH YOUR SOCIAL CHANNELS.
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Get Buy In
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
YOUR CONTENT MARKETING BLUEPRINT.
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Get Buy In
Planning
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
YOUR CONTENT MARKETING BLUEPRINT.
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Getting Buy In Planning Publishing
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Use Evernote to Collaborate with Team
• Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)
• Content Marketing Hacks
• Editorial Checklist
YOUR CONTENT MARKETING BLUEPRINT.
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79
Getting Buy In Promotion Planning Publishing
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Use Evernote to Collaborate with Team
• Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)
• Content Marketing Hacks
• Editorial Checklist
• Paid Social
• Outreach
• Conversion paths
YOUR CONTENT MARKETING BLUEPRINT.
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Content Marketing Blueprint.
<< Download Now >>
GET YOUR OWN
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THANK YOU!