How to Kick-start Your Content Marketing Strategy

Content Marketing 1.0

Content marketing can have a dramatic business effect.

The lesson?

Create a competitive advantage by creating helpful, relevant content that builds brand loyalty.

Today everyone needs to be a Marcus…

“Content marketing is the only marketing left.” - Seth Godin

Content marketing has become a focal point of modern marketing

1.7 4.4 4.8 5.5 5.7

9.2 9.3

11.1 11.1

12.7 24.6

Native advertising

Video

Internet of things

Programmatic

Experiential marketing

Mobile

Personalisation

Social media

Marketing automation

Data & analytics

Content marketing

ClickZ’s 2016 Digital Trends Report TopRank Marketing 2016 Digital Priorities

The most significant digital marketing trend for your company in 2016?

Top digital marketing tactics for 2016

80% Content Marketing

60% Email Marketing

50% SEO

Online Advertising 50%

35% Social Media Marketing

25% Influencer Marketing

Answer choices Percentage (%)

But why do businesses need a content marketing strategy?

Drives Revenue

Content marketing provides a controlled and portable shop window for companies to sell products to their customers.

“Over 50% of content marketing consumers say it has a positive impact upon purchase decisions.”

CMA Research

Retains Customers

By offering both entertainment and information, content marketing rewards the customer with engaging editorial while keeping them updated on new products and services.

Builds your brand

When content marketing is delivered to exactly the right demographic and the most relevant time, you have an ideal opportunity to alter their perception of your brand.

Ability to integrate

Content marketing enables an always-on strategy by creating and distributing content across all key marketing mediums all channels will be integrated with one another, doubling tripling the effectiveness of the campaign.

Engage Customers Long Term

By creating a regular dialogue with your audience, you can open a line of communication that gives a constant stream of feedback you can use to improve your service and keep your customers happy.

Laying a solid foundation for your content marketing strategy

The plan.

The goal.

To create a world class global content engine that fuels demand generation, increases brand awareness, and drives thought leadership.

The objectives.

• Increase MQLs driven by Big Rock content • Increase referral traffic by X% by Y Date

• Increase direct traffic by X% by Y Date

• Increase blog subscribers by X% by Y date

The strategy.

Create helpful, relevant content and deliver it to the right person at the right time.

The tactics.

"What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together, comprise your strategy?”

Seth Godin

• Company Page / Showcase Page Updates • Sponsored Updates • Blogging • Customer Stories • Email Marketing • InMail • SlideShare • Keyword Research • PPC

• Twitter • Podcasts • Newsletters • Video • Webinars • Infographics • Influencer Content • Publishing on LinkedIn

Mapping content to the buyers journey

Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire

Blog, e-books, research data, funny videos, curated lists, infographics, webinars

Mostly yes

Gated

Middle Stage Tools that help buyers find you when they are looking for solutions

Buying guides, RFP templates, ROI calculators, 3rd party analyst reports

Yes

Late Stage Company-specific information to help evaluate and reaffirm selection

Pricing, demos, services information, 3rd party reviews, customer case studies

Mostly No

Funnel Stage Content Type

The alignment.

• Demand Gen • SEO • PR • Agency Partners • Product Marketing • Customer Marketing

Early Content that builds brand education, awareness, and desire

Content Owners

Middle Content that helps buyers find you when they’re looking for solutions

Late Company specific information that help evaluate and reaffirm decision

Funnel Stage Content Type

Content Marketing, SEO, PR, Demand Gen

Product Marketing

Customer Marketing

How to squeeze the most out of your remarkable content

Ann Handley’s Formula

Useful x Enjoyable x Inspired = Innovative Content

Three ways to create a big rock

Keyword Research (From the Ground Up)

Find a Theme in Existing Content

Flip Bottom Funnel Content to Top (Turning Customer Stories / Case Studies into Top of Funnel Content)

Repurpose content like leftover turkey

Use turkey slices to fuel your content hubs

Company Pages Sponsored Updates (Turn it up to eleven!)

LinkedIn Groups SlideShare

The big rock

Repurpose, repurpose, then repurpose some more

Infographics

SlideShare

Physical book

Mobile download

Podcasts

Influencer blog

Blog content

Webinars

Then repurpose some more

For Agencies Webinars Ask LMS

Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile

Take it global

Leveraging Global Content

• Get the source files (AI/PSD)

• Send to local translator

• Plug in local modules

• Use agency to localize creative

Proven tactics for effective distribution of your content

Amplification

Owned Media Earned Media Paid Media

Paid Media

Amplification

Social Media Advertising

Native Advertising

Paid Content Discovery Services

PPC

Display / Retargeting

Amplification

Blogging

Influencer Outreach

PR

SEO

Word of Mouth

Referrals Earned Media

Amplification

Owned Media

Website / Resource

Center

Mobile Apps

Employee Advocacy

What does success look like?

Infographic

Podcast Blog post

Webinar

Turkey slices (Non gated)

Video

Big rock (Gated) Lead capture

No

Yes

No

Nurture

Sales

SDR Sales Qualified? MQL

Revenue

SlideShare

Yes

The results out of the gate

34%

32%

15%

9%

6% 4%

Email Blog InMail Direct/SEO Other Display

64%

7%

7%

7%

6%

United States Netherlands India Canada Australia UK Germany New Zealand

2% 1%

1%

18,000% ROI

“Content marketing is the only marketing left.” - Seth Godin

©2016 LinkedIn Corporation. All Rights Reserved.

Thank you.