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Content Marketing:
Planning for 2014
Francis Skipper
EVP of Digital Marketing
415.542.6250

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!
of CMOs see custom content
as the future of marketing
Hanley Wood
of marketers report that their
organizations are shifting to
branded content
Forrester
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 fin...
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

Brand Awareness

1 PLAN
Define Your Goals

1 PLAN

#1 Goal in Survey by MarketingProfs
Define Your Goals

Lead Generation

1 PLAN
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

1 PLAN
Define Your Goals

61%

1 PLAN
Define Your Goals

Audience Engagement

1 PLAN
Define Your Goals

Brand Loyalty

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
• Desig...
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
415.542.6250

francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
Content Marketing:
Planning for 2014
Planning Content for 2014
Planning Content for 2014
Planning Content for 2014
Planning Content for 2014
Planning Content for 2014
Planning Content for 2014
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Planning Content for 2014

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Planning a content marketing strategy for 2014 - from a workshop hosted by 451 Marketing's Francis Skipper on 12.13.2013 at Westin Copley Place in Boston.

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Transcript of "Planning Content for 2014"

  1. 1. Content Marketing: Planning for 2014
  2. 2. Francis Skipper EVP of Digital Marketing 415.542.6250 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. of CMOs see custom content as the future of marketing Hanley Wood
  26. 26. of marketers report that their organizations are shifting to branded content Forrester
  27. 27. Trend for 2014: Storytelling
  28. 28. Trend for 2014: Storytelling customers clients employees products services
  29. 29. What is Content Marketing? Creating and sharing relevant content with your target audience
  30. 30. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
  31. 31. Why Content Marketing?
  32. 32. Why Content Marketing? NOT a silver bullet.
  33. 33. TODAY, WE SELL MOUNTAIN BIKES
  34. 34. 1 PLAN
  35. 35. Define Your Audience 1 PLAN
  36. 36. Define Your Audience Moms Millennials 1 PLAN Businessmen Who are you sharing content with?
  37. 37. 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
  38. 38. Define Your Audience 1 PLAN 25 – 44 YEAR OLDS TECH EARLY ADOPTER SOME COLLEGE OR HIGHER
  39. 39. 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?
  40. 40. 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?
  41. 41. Define Audience Needs What do your customers need? 1 PLAN
  42. 42. Define Your Goals 1 PLAN
  43. 43. Define Your Goals 1 PLAN “Content helps achieve business objectives, not content objectives.” -Jay Baer
  44. 44. Define Your Goals Top Organizational Goals for Content Marketing 1 PLAN
  45. 45. Define Your Goals Brand Awareness 1 PLAN
  46. 46. Define Your Goals 1 PLAN #1 Goal in Survey by MarketingProfs
  47. 47. Define Your Goals Lead Generation 1 PLAN
  48. 48. Define Your Goals 1 PLAN Lead Gen is #1 Goal in for B2B
  49. 49. Define Your Goals Traditional Marketing Content Marketing 1 PLAN
  50. 50. Define Your Goals Customer Acquisition 1 PLAN
  51. 51. Define Your Goals 61% 1 PLAN
  52. 52. Define Your Goals Audience Engagement 1 PLAN
  53. 53. Define Your Goals Brand Loyalty 1 PLAN
  54. 54. Define Your Goals 1 PLAN
  55. 55. Define Your Goals Don’t forget social and search goals! 1 PLAN
  56. 56. 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
  57. 57. Define Major Topics 1 PLAN Think about your goals What do you want to be known for?
  58. 58. Define Major Topics 1 PLAN We’re THE go-to resource for • The latest in mountain bikes and gear • Biking lifestyle and how-tos
  59. 59. 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
  60. 60. 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
  61. 61. 2 CREATE
  62. 62. 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
  63. 63. Pick Content Type 2 CREATE Top Content Types of2013
  64. 64. Pick Content Type 2 CREATE Whitepapers, eBooks, Case Studies
  65. 65. Pick Content Type Blogs and Social Posts 2 CREATE
  66. 66. Pick Content Type Images and Infographics 2 CREATE
  67. 67. Pick Content Type 2 CREATE Audio and Video
  68. 68. Pick Content Type 2 CREATE Events/ Event Content
  69. 69. 3SHARE
  70. 70. 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
  71. 71. 3SHARE Include a CTA SIGN UP SUBSCRIBE DOWNLOAD LEARN MORE ORDER NOW ADD TO CART REGISTER BOOKMARK US
  72. 72. 4TRACK & NURTURE
  73. 73. Establish Clear Metrics Top Content Marketing Metrics 4TRACK
  74. 74. Coordinate 4TRACK Have your search team track goals and traffic
  75. 75. Evaluate Performance 4TRACK What’s getting shared the most, by who, and when?
  76. 76. 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
  77. 77. Questions?
  78. 78. Francis Skipper EVP of Digital Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  79. 79. Content Marketing: Planning for 2014
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