451 Workshop: Content Marketing - Planning for 2014
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451 Workshop: Content Marketing - Planning for 2014

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$118.4 billion will be spent on content marketing, video marketing, and social media in 2013. ...

$118.4 billion will be spent on content marketing, video marketing, and social media in 2013.

Do you have a plan for content marketing in the new year?

Francis Skipper, EVP of Digital Marketing at 451 Marketing, guides you through the steps to crafting a comprehensive content marketing plan for 2014.

Walk away from this 451 Marketing workshop 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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451 Workshop: Content Marketing - Planning for 2014 451 Workshop: Content Marketing - Planning for 2014 Presentation Transcript

  • 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 • Create • Share • Track and Nurture Open Q&A
  • 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, Jun 2013
  • 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 clients • Increase social signals
  • 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 TECH EARLY ADOPTER 1 PLAN URBAN, NORTHEAST SOCIAL MEDIA AUTHORITY
  • 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 desire • a challenge What are your audiences’ biggest pain points/needs?
  • 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?
  • 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 content that is outdated but still valuable Identify holes or missing content
  • 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 how-tos
  • 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
  • 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
  • 2 CREATE
  • 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
  • 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 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
  • 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 • Great content is content that fills a need / answers a question
  • Questions?
  • Francis Skipper EVP of Digital Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  • Content Marketing: Planning for 2014