Content marketing is a necessity in today's marketing strategies. Here are some guidelines on overcoming the challenges of content marketing (time, resources), as well as inspiration on content creation.
CONTENT MARKETING FOR CHAMPIONSBAOCHI NGUYENMarch 2013@baoch
Discussion Topics I Content Marketing: What and Why II Content Cycle: Then and Now III Content Challenges IV Lean Content Marketing V 7 Content Marketing Components VI Content Measurement VII Content Buzzkills VIII Content Inspiration IX Tools
CONTENT MARKETING DEFINED “The hope of content marketing is marketing that our buyers don’t hate. It is marketing that serves their needs. It’s marketing that delivers value to our buyers, helps us earn their trust, and that trust then leads to brand awareness, affinity and purchase.” Michael Brenner, vice president of global marketing for SAP
CONTENT MARKETING GOALS Source: 2012 B2B Content Marketing Trends Survey by Holger Schulze for Optify CHANNEL ENABLEMENT SOCIAL MEDIA… CUSTOMER LOYALTY/… WEBSITE TRAFFIC SALES CUSTOMER ACQUISITION LEAD NURTURING BRAND AWARENESS THOUGHT LEADERSHIP/… LEAD GENERATION 0% 10% 20% 30% 40% 50% 60% 70%
CONTENT MARKETING CYCLE: THEN Research Refine Create Measure Approve Promote Publish
CONTENT MARKETING CYCLE: NOW Research Refine Create Faster Cycles New Content Types Many Distribution Channels Measure Approve Promote Publish
CONTENT MARKETING CHALLENGES Source: 2013 B2B Content Marketing Benchmarks North America, CM/Marketing ProfsFINDING TRAINED CONTENT MARKETING PROFESSIONALS LACK OF BUY-IN/ VISION LACK OF INTEGRATION ACROSS MARKETING LACK OF KNOWLEDGE, TRAINING, RESOURCES INABILITY TO MEASURE CONTENT EFFECTIVENESS LACK OF BUDGET PRODUCING A VARIETY OF CONTENT PRODUCING ENGAGING CONTENT PRODUCING ENOUGH CONTENT 0% 10% 20% 30% 40% 50% 60% 70%
LEAN CONTENT MARKETING • Become a multi-media whizz • Source from within • Curate content Reality check: content marketing can be executed via a lean approach, but it still requires significant time and commitment.
NEW COMMUNITY MANAGER SKILL “Now, to be a “do it all” social media practitioner you must have some experience and expertise with photography and graphics production.” -Jay Baer, author of The Now Revolution
CONTENT: PERMISSIVE TOPICS• Establish set of permissive topics: content categories related to your brand• Adhere to permissive topics • Focused content = focused business • Irrelevant content = disorganized business• Obvious permissive topics: • Company news, updates, and product(s) • Industry• Now, think of topics related to your product, audience, industry, and niche
CONTENT: AUDIENCE • Existing customers • Potential customers • Common issues/questions • Demographics • Product/Service tips • Product/Service demos Tailor content to different parts of the customer’s journey AWARENESS ENGAGEMENT PURCHASE UPGRADE SUPPORT LOYALTY
CONTENT: CHANNELS TWITTER LINKEDIN EMAIL WEBSITE BLOG NEWSLETTER DATASHEET VIDEO PINTEREST FACEBOOK YOUTUBE
CONTENT: SOURCING HOW COMPANIES ARE CREATING MARKETING CONTENT Source: Content Marketing Institute and MarketingProfs 2012 • Executives and Employees: explain benefits, provide incentives BOTH, 43% • Influencers and Experts: ask for interviews and guest blog IN-HOUSE, 56% posts. OUTSOURCED, 1%
CONTENT: CALENDAR • Establish: • Content frequency • Assigned writers • Define: • Seasonal events • Day-of-the-week themes • Determine: • Content type • Distribution channels • Modify and update frequently • Distribute content calendar (Google – calendar, docs, drive)
CONTENT: SEO• Compile SEO glossary of • Publish content from experts top search terms, as well and influencers as aspirational SEO • Contribute to other blogs words (authorship)• Incorporate keywords in • Implement Authorship content: title, meta Markup, Twitter Cards, and description Facebook Open Graph• Include links to relevant • Publish on a regular basis content • Update XML sitemaps for• Post to Google+ text content, images and videos
CONTENT MEASUREMENT • Visits • Return Visits • Views • Social Shares • Referral Traffic • Social Engagement • Time on Site • Impressions • Bounce rate • Reach • Clicks • Conversions • Retention Rate • SEO Rank
CONTENT BUZZKILLS • Sales pitches • Over-promotion • Omissions to data sources • Bad grammar and typos • Too many links • Lack of visuals • Corporate-speak
CONTENT INSPIRATION • Tell customer stories • Publish guest blog posts • Research key words • Find sites that need • Re-imagine popular content answers (Quora) • Interview employee experts • Outdo what the competition • Show behind-the-scenes is doing • Identify customer questions: • Maintain a crowdsourced sales & customer service digital library teams • Feature visuals
CONTENT TOOLS• Google: • Graphics: Snag.it, Photoshop • Google Keyword Tool for • Video: iMovie, Splice SEO • Stock photos: • Google Analytics Wikimedia, Shutterstock, iSto • Keyword Alerts ck• Curation: Scoop.it, Storify • Word Clouds:• Photography: worditout.com, wordle.net Diptic, Instagram • Blogging: Wordpress is the best
SUMMARY • Content marketing is a long visuals game • Audience research is critical • Lean content marketing: • Monitor, measure, optimize multimedia skills, internal • Consistent, frequent sourcing, content curation content • Great content is worth re- • Integrate SEO tactics purposing • Adhere to brand permissive • Cross-promotion is key topics • Content must include
EXERCISE: PERMISSIVE TOPICS • In which industry does your company fit? • What are the problems your product/service solves? • Which market segments are you targeting? • Who is your audience? • What are the emotions your product/service evoke? • Who are your competitors and what are they talking about? • With which brands do you align?
ABOUT BAOCHI Baochi Nguyen is CEO of Social Canny, a digital marketing and social strategy consultancy. She is a 15-year veteran in the Internet industry. Baochi holds a BA and MA from Stanford University. @baoch email@example.com