Content Marketing

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$118.4 billion was spent on content marketing, video marketing, and social media in 2013. What will be your content marketing focus in 2014? …

$118.4 billion was spent on content marketing, video marketing, and social media in 2013. What will be your content marketing focus in 2014?

In this 451 Marketing webinar, our Executive Vice President of Digital Marketing Francis Skipper will share his insights on upcoming trends and strategies to captivate your audience through content marketing.

Walk away from this 451 Marketing webinar with insights on:
- Defining Goals: from brand awareness to lead generation
- Trends in Content: what types of content are most popular?
- Social Platforms: the top channels to focus on in 2014
- Analytics: How to measure the impact of your content marketing efforts

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  • 1. Content Marketing: Planning for 2014
  • 2. Francis Skipper EVP of Digital Marketing 617.259.1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  • 3. A QUICK STORY… I was on my morning hike…
  • 4. And this group rode by on their mountain bikes
  • 5. Cool! I want to learn more about mountain biking!!
  • 6. A few weeks later…
  • 7. A few weeks later…
  • 8. A few weeks later… I want to buy a mountain bike!!
  • 9. Fancy meeting you here…
  • 10. Hey! I know those guys!
  • 11. Agenda Today’s Digital Landscape What is Content Marketing? Why Content Marketing? Creating Content Strategy • Plan • Create • Share • Track and Nurture Open Q&A
  • 12. We’re in a Time of Change
  • 13. The Way We Consume Information Has Changed One-Way Dialogue
  • 14. The Way We Consume Information Has Changed Percentage of US adult mobile phone users with smartphones 61% Pew Research, Jun 2013
  • 15. The Way We Communicate Has Changed
  • 16. Google is Constantly Changing
  • 17. Google is Constantly Changing Google circa 2000
  • 18. Google is Constantly Changing Google circa 2010
  • 19. Your Audience Has Changed
  • 20. Audience Search Habits Navigational Queries Informational Queries Transactional Queries
  • 21. Navigational Queries Informational Queries Transactional Queries 80% of all queries!
  • 22. Google is Constantly Changing Google today
  • 23. Google is Constantly Changing Google today
  • 24. That’s Why We’re Here!
  • 25. 78% of CMOs see custom content as the future of marketing Hanley Wood 79% of marketers report that their organizations are shifting to branded content
  • 26. Trend for 2014: Storytelling
  • 27. Trend for 2014: Storytelling customers clients employees products services
  • 28. What is Content Marketing? Creating and sharing relevant content with your target audience
  • 29. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
  • 30. Why Content Marketing?
  • 31. Why Content Marketing? NOT a silver bullet.
  • 32. TODAY, WE SELL MOUNTAIN BIKES
  • 33. 1 PLAN
  • 34. Define Your Audience 1 PLAN
  • 35. Define Your Audience Moms Millennials 1 PLAN Businessmen Who are you sharing content with?
  • 36. Define Your Audience 25 – 44 YEAR OLDS SINGLE, UNMARRIED SOME COLLEGE OR HIGHER EXAMPLE OF TARGET AUDIENCE PROFILE TECH EARLY ADOPTER 1 PLAN URBAN, NORTHEAST SOCIAL MEDIA AUTHORITY
  • 37. Define Your Audience 1 PLAN 25 – 44 YEAR OLDS TECH EARLY ADOPTER SOME COLLEGE OR HIGHER
  • 38. Define Audience Needs 1 PLAN Content you create should address your customers’ pain points: • a need • a problem • a desire • a challenge What are your audiences’ biggest pain points/needs?
  • 39. Define Audience Needs 1 PLAN • I need info on new bikes and gear • I want to meet other mountain bikers • I want to find trails for biking What do your customers need?
  • 40. Define Audience Needs What do your customers need? 1 PLAN
  • 41. Define Your Goals 1 PLAN
  • 42. Define Your Goals 1 PLAN “Content helps achieve business objectives, not content objectives.” -Jay Baer
  • 43. Define Your Goals Top Organizational Goals for Content Marketing 1 PLAN
  • 44. Define Your Goals 1 PLAN Brand Awareness #1 Goal in Survey by MarketingProfs
  • 45. Define Your Goals 1 PLAN Lead Gen is #1 Goal in for B2B
  • 46. Define Your Goals Traditional Marketing Content Marketing 1 PLAN
  • 47. Define Your Goals Customer Acquisition Audience Engagement Brand Loyalty 1 PLAN
  • 48. Define Your Goals 61% 1 PLAN
  • 49. Define Your Goals 1 PLAN
  • 50. Define Your Goals Don’t forget social and search goals! 1 PLAN
  • 51. Audit Existing Content 1 PLAN Catalog any existing content and categorize by: Type Date Topic Persona Repurpose content that is outdated but still valuable Identify holes or missing content
  • 52. Define Major Topics 1 PLAN Think about your goals What do you want to be known for?
  • 53. Define Major Topics 1 PLAN We’re THE go-to resource for • The latest in mountain bikes and gear • Biking lifestyle and how-tos
  • 54. Define Team/Roles 1 PLAN • Designate an overall content coordinator • Have coordinator from each functional area • Designate members of senior management team to oversee/ contribute – adds to validity Set clear roles, expectations, and standards
  • 55. Create a Calendar 1 PLAN • Color code by content type • Clearly define ownership • Create a checklist for social media promotion • Share as far in advance as possible to allow time for creation Use a shared calendar such as Google Calendar to share content plan internally
  • 56. 2 CREATE
  • 57. Pick Content Type Whitepapers, eBooks, Case Studies Audio or Video Content Blog and Social Posts Events and Content from Events (Webinars, Workshops) 2 CREATE Images and Infographics Email Newsletters
  • 58. Pick Content Type 2 CREATE Top Content Types of2013
  • 59. Pick Content Type 2 CREATE Whitepapers, eBooks, Case Studies
  • 60. Pick Content Type Blogs and Social Posts 2 CREATE
  • 61. Pick Content Type Images and Infographics 2 CREATE
  • 62. Pick Content Type 2 CREATE Audio and Video
  • 63. Pick Content Type 2 CREATE Events/ Event Content
  • 64. 3SHARE
  • 65. Pick Your Platforms 3SHARE For instance: • City dwellers are significantly more likely than rural residents to be on Twitter and Instagram • Women are four times as likely as men to use Pinterest • Baby boomers are the fastest growing segment of Facebook Source: Pew Research Center
  • 66. 3SHARE Include a CTA SIGN UP SUBSCRIBE DOWNLOAD LEARN MORE ORDER NOW ADD TO CART REGISTER BOOKMARK US
  • 67. 4TRACK & NURTURE
  • 68. Establish Clear Metrics Top Content Marketing Metrics 4TRACK
  • 69. Coordinate 4TRACK Have your search team track goals and traffic
  • 70. Evaluate Performance 4TRACK What’s getting shared the most, by who, and when?
  • 71. Take-Aways • Your audience has changed • Prior planning… • Your customers expect relevant content across channels • Great content is content that fills a need / answers a question
  • 72. Questions?
  • 73. Francis Skipper EVP of Digital Marketing 617.259.1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  • 74. Content Marketing: Planning for 2014