0
Content Marketing:
Planning for 2014
Francis Skipper
EVP of Digital Marketing
617.259.1605
francis@451marketing.com

linkedin.com/in/francisskipper
@fskip
A QUICK STORY…

I was on my morning hike…
And this group rode by on their
mountain bikes
Cool! I want to learn
more about
mountain biking!!
A few weeks later…
A few weeks later…
A few weeks later…
I want to buy a
mountain bike!!
Fancy meeting
you here…
Hey! I know
those guys!
Agenda
Today’s Digital Landscape
What is Content Marketing?
Why Content Marketing?
Creating Content Strategy
• Plan
• Crea...
We’re in a Time of Change
The Way We Consume
Information Has Changed
One-Way

Dialogue
The Way We Consume
Information Has Changed
Percentage of US
adult mobile phone
users with
smartphones

61%

Pew Research, ...
The Way We Communicate
Has Changed
Google is Constantly Changing
Google is Constantly Changing

Google circa 2000
Google is Constantly Changing

Google circa 2010
Your Audience Has Changed
Audience Search Habits
Navigational Queries

Informational Queries
Transactional Queries
Navigational Queries

Informational Queries
Transactional Queries

80%
of all queries!
Google is Constantly Changing

Google today
Google is Constantly Changing

Google today
That’s Why We’re Here!
78%
of CMOs see custom
content as the future
of marketing

Hanley Wood

79%
of marketers report that their
organizations a...
Trend for 2014: Storytelling
Trend for 2014: Storytelling

customers
clients

employees

products
services
What is Content Marketing?

Creating and sharing relevant content
with your target audience
Why Content Marketing?
• Position as an expert
• Attract new customers
• Maintain a dialogue with existing
and past client...
Why Content Marketing?
Why Content Marketing?

NOT a silver bullet.
TODAY, WE SELL

MOUNTAIN BIKES
1 PLAN
Define Your Audience

1 PLAN
Define Your Audience

Moms

Millennials

1 PLAN

Businessmen

Who are you sharing content with?
Define Your Audience
25 – 44
YEAR OLDS

SINGLE,
UNMARRIED

SOME
COLLEGE
OR HIGHER

EXAMPLE
OF TARGET
AUDIENCE
PROFILE

TEC...
Define Your Audience

1 PLAN

25 – 44
YEAR OLDS
TECH
EARLY
ADOPTER
SOME
COLLEGE
OR HIGHER
Define Audience Needs

1 PLAN

Content you create should address your
customers’ pain points:
• a need
• a problem
• a des...
Define Audience Needs

1 PLAN

•

I need info on new bikes and gear

•

I want to meet other mountain
bikers

•

I want to...
Define Audience Needs

What do your customers need?

1 PLAN
Define Your Goals

1 PLAN
Define Your Goals

1 PLAN

“Content helps achieve
business objectives, not
content objectives.”
-Jay Baer
Define Your Goals
Top Organizational Goals for
Content Marketing

1 PLAN
Define Your Goals

1 PLAN

Brand Awareness
#1 Goal in Survey by MarketingProfs
Define Your Goals

1 PLAN

Lead Gen is #1 Goal in for B2B
Define Your Goals

Traditional
Marketing

Content
Marketing

1 PLAN
Define Your Goals
Customer Acquisition

Audience
Engagement

Brand Loyalty

1 PLAN
Define Your Goals

61%

1 PLAN
Define Your Goals

1 PLAN
Define Your Goals

Don’t forget social and search goals!

1 PLAN
Audit Existing Content

1 PLAN

Catalog any existing content and categorize by:
Type
Date

Topic
Persona

Repurpose conten...
Define Major Topics

1 PLAN

Think about
your goals

What do you want to be known for?
Define Major Topics

1 PLAN

We’re THE go-to resource for
• The latest in mountain bikes
and gear
• Biking lifestyle and h...
Define Team/Roles

1 PLAN

• Designate an overall
content coordinator
• Have coordinator from
each functional area

• Desi...
Create a Calendar

1 PLAN

• Color code by content type
• Clearly define ownership
• Create a checklist for social
media p...
2

CREATE
Pick Content Type

Whitepapers, eBooks,
Case Studies

Audio or
Video Content

Blog and Social Posts

Events and Content fr...
Pick Content Type

2
CREATE

Top Content Types of2013
Pick Content Type

2
CREATE

Whitepapers, eBooks, Case Studies
Pick Content Type

Blogs and Social Posts

2
CREATE
Pick Content Type

Images and Infographics

2
CREATE
Pick Content Type

2
CREATE

Audio and Video
Pick Content Type

2
CREATE

Events/
Event Content
3SHARE
Pick Your Platforms

3SHARE

For instance:

• City dwellers are significantly more likely than rural
residents to be on Tw...
3SHARE

Include a CTA
SIGN UP

SUBSCRIBE

DOWNLOAD

LEARN MORE

ORDER NOW

ADD TO CART

REGISTER

BOOKMARK US
4TRACK &
NURTURE
Establish Clear Metrics
Top Content Marketing Metrics

4TRACK
Coordinate

4TRACK

Have your search team track goals and traffic
Evaluate Performance

4TRACK

What’s getting shared the most, by who, and when?
Take-Aways
•

Your audience has changed

•

Prior planning…

•

Your customers expect relevant content
across channels

•
...
Questions?
Francis Skipper
EVP of Digital Marketing
617.259.1605
francis@451marketing.com

linkedin.com/in/francisskipper
@fskip
Content Marketing:
Planning for 2014
Content Marketing
Content Marketing
Content Marketing
Content Marketing
Content Marketing
Content Marketing
Upcoming SlideShare
Loading in...5
×

Content Marketing

249

Published on

$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

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
249
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Content Marketing"

  1. 1. Content Marketing: Planning for 2014
  2. 2. Francis Skipper EVP of Digital Marketing 617.259.1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  3. 3. A QUICK STORY… I was on my morning hike…
  4. 4. And this group rode by on their mountain bikes
  5. 5. Cool! I want to learn more about mountain biking!!
  6. 6. A few weeks later…
  7. 7. A few weeks later…
  8. 8. A few weeks later… I want to buy a mountain bike!!
  9. 9. Fancy meeting you here…
  10. 10. Hey! I know those guys!
  11. 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. 12. We’re in a Time of Change
  13. 13. The Way We Consume Information Has Changed One-Way Dialogue
  14. 14. The Way We Consume Information Has Changed Percentage of US adult mobile phone users with smartphones 61% Pew Research, Jun 2013
  15. 15. The Way We Communicate Has Changed
  16. 16. Google is Constantly Changing
  17. 17. Google is Constantly Changing Google circa 2000
  18. 18. Google is Constantly Changing Google circa 2010
  19. 19. Your Audience Has Changed
  20. 20. Audience Search Habits Navigational Queries Informational Queries Transactional Queries
  21. 21. Navigational Queries Informational Queries Transactional Queries 80% of all queries!
  22. 22. Google is Constantly Changing Google today
  23. 23. Google is Constantly Changing Google today
  24. 24. That’s Why We’re Here!
  25. 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. 26. Trend for 2014: Storytelling
  27. 27. Trend for 2014: Storytelling customers clients employees products services
  28. 28. What is Content Marketing? Creating and sharing relevant content with your target audience
  29. 29. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
  30. 30. Why Content Marketing?
  31. 31. Why Content Marketing? NOT a silver bullet.
  32. 32. TODAY, WE SELL MOUNTAIN BIKES
  33. 33. 1 PLAN
  34. 34. Define Your Audience 1 PLAN
  35. 35. Define Your Audience Moms Millennials 1 PLAN Businessmen Who are you sharing content with?
  36. 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. 37. Define Your Audience 1 PLAN 25 – 44 YEAR OLDS TECH EARLY ADOPTER SOME COLLEGE OR HIGHER
  38. 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. 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. 40. Define Audience Needs What do your customers need? 1 PLAN
  41. 41. Define Your Goals 1 PLAN
  42. 42. Define Your Goals 1 PLAN “Content helps achieve business objectives, not content objectives.” -Jay Baer
  43. 43. Define Your Goals Top Organizational Goals for Content Marketing 1 PLAN
  44. 44. Define Your Goals 1 PLAN Brand Awareness #1 Goal in Survey by MarketingProfs
  45. 45. Define Your Goals 1 PLAN Lead Gen is #1 Goal in for B2B
  46. 46. Define Your Goals Traditional Marketing Content Marketing 1 PLAN
  47. 47. Define Your Goals Customer Acquisition Audience Engagement Brand Loyalty 1 PLAN
  48. 48. Define Your Goals 61% 1 PLAN
  49. 49. Define Your Goals 1 PLAN
  50. 50. Define Your Goals Don’t forget social and search goals! 1 PLAN
  51. 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. 52. Define Major Topics 1 PLAN Think about your goals What do you want to be known for?
  53. 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. 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. 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. 56. 2 CREATE
  57. 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. 58. Pick Content Type 2 CREATE Top Content Types of2013
  59. 59. Pick Content Type 2 CREATE Whitepapers, eBooks, Case Studies
  60. 60. Pick Content Type Blogs and Social Posts 2 CREATE
  61. 61. Pick Content Type Images and Infographics 2 CREATE
  62. 62. Pick Content Type 2 CREATE Audio and Video
  63. 63. Pick Content Type 2 CREATE Events/ Event Content
  64. 64. 3SHARE
  65. 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. 66. 3SHARE Include a CTA SIGN UP SUBSCRIBE DOWNLOAD LEARN MORE ORDER NOW ADD TO CART REGISTER BOOKMARK US
  67. 67. 4TRACK & NURTURE
  68. 68. Establish Clear Metrics Top Content Marketing Metrics 4TRACK
  69. 69. Coordinate 4TRACK Have your search team track goals and traffic
  70. 70. Evaluate Performance 4TRACK What’s getting shared the most, by who, and when?
  71. 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. 72. Questions?
  73. 73. Francis Skipper EVP of Digital Marketing 617.259.1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  74. 74. Content Marketing: Planning for 2014
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×