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.

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