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Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
Content Marketing: Moving From Theory To Practice
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Content Marketing: Moving From Theory To Practice

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Content marketing is all the rage these days - turning marketers into publishers and storytellers via a variety of digital channels and multimedia integration. But what are the best practices when it …

Content marketing is all the rage these days - turning marketers into publishers and storytellers via a variety of digital channels and multimedia integration. But what are the best practices when it comes to determining your content strategy, how can you organize it and tell a compelling, consistent storyline that both reinforces your brand and motivates your audience? This presentation explores tips, techniques and tools that help you build an effective content marketing initiative designed to generate results.

www.cmdagency.com

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  1. Herding Cats:Corralling Content ChaosContent Marketing – Moving from Theory to PracticePresented by CMD Earned Media
  2. #DMCcontent@DarcieMeihoff@JulieY@CMDportland
  3. 3cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.Definition“A technique of creating and distributing relevant andvaluable content to attract, acquire and engage clearlydefined and understood target audiences – with theobjective of driving profitable consumer action.”- Content Marketing InstituteCMD definition: “Purposeful Storytelling – strategic contentdevelopment and programs that are designed and deliveredin ways that captivate, motivate and inspire an audience totake a desired action.”
  4. 4cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.• 60% of audiences say they follow a brand because ofrelevant content.• Half said a brand could increase influence by “creatingcompelling content.”• AuthorRank (the influence or authority of the personcreating the content) will have a bigger impact onsearch.• Brands who act like publishers have a bigger advantage.Why Is Content Important?“What Makes an Influencer” and “Content: The New Marketing Equation” – Altimeter Group
  5. 5cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.Marketers Think DifferentlyInstead of …• Push• Target• Short-term sales• Mass marketing• Campaign mentalityThink …• Compel• Inspire• Long-term loyalty• Building relations• Always accessible“No longer do we bombard or attack the market. Instead, we need toentice our customers to interact.”
  6. 6cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.The PitfallsStarting in the middleAssume we already know what’s bestExert or relinquish too much controlBelief it will be easyToo many players/no coaches (& vise versa)Campaign mentality vs. ongoing effortMissing the mark on what audiences care about/no call to action
  7. FIVE KEYSSuccessful ContentMarketing
  8. 8cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.DISCOVERY• Content audit• Brand audience personas• Market & competitive research• Listening/Share of conversation• Keyword identification• Experience mappingGap Analysis: What content you have + Whatyour audience wants + What your competitorsare/aren’t doing = OPPORTUNITY
  9. 9cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.PLANNINGPurposeful Publishing• The Right Story to• The Right Person at• The Right Time
  10. 10cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.EvaluationTactics(budget &timeline)CTAGoals &ObjectivesStrategySituation• Create a Playbook for Content LeadsPLANNING
  11. 11cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.PLANNING Audience summary Voice/tone Channel purpose & guidelines SEO/keywords/link libraries Reminders/tips & tricks Policies & branding guidelines CTA Measurement considerations Access to plan for reference• Create a Guide for Content Creators
  12. 12cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.PLANNING• Velocity• Priority storylines• Desired action for eachpiece of content –“Purposeful publishing”• Responsibilities and tasks• Deadlines and publishingplans• Performance indicatorsOrganize & ImplementThe Editorial Calendar
  13. 13cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.Make Friends with ToolsPLANNING Conversion management &data capture Content optimization Content management/social listening Measurement tools
  14. 14cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.• Team Structure and ManagementPLANNINGCCOManagingEditorCreatorsIndividual ContributorsMetrics & Insights Distributors(Amplifiers)
  15. Creating YourBrand Story
  16. 16cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.• Attention-getting• Timely• Tangible• Relatable• Authentic• Unique• Emotional• Informative/educational• Beware of business/marketing language vs.story languageStory-Telling Best Practices
  17. 17cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.What’s the setting (marketplace)?What’s the reality for yourbrand/customers/competition?When and where does this story takeplace?Who are our heroes and allies?What are our goals and what are wegoing to try to achieve?CREATEAct #1: Setting the SceneIntroduction/CatalystYour Story-Telling Arc
  18. 18cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.What are the tension points?What are the problems?What are the solutions?What role does your brand play in thisdrama?CREATEAct #2: Conflict/DramaYour Story-Telling Arc
  19. 19cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.What was the resolution?What was the outcome?What was the morale?How did our heroes fare?What’s next (cliffhanger)?CREATEAct #3: Resolution/ClimaxYour Story-Telling Arc
  20. 20cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.Telling Your StoryCREATEAdsFilm andvideoWeb-sitecontentSaleskits/sheetsCollateral BlogsSocial mediapostsPodcastsPressreleasesArticles NewslettersE-zinesEditorial videoWhite papersEmail blasts PresentationsCase studies& testimonialsVisualizationtoolsSearchSponsoredcontentInfluencer (3rdparty) contentAppsResearch
  21. 21cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.CREATE• Decision ProcessAdsCorporate film and videoWebsite contentSales kits/sheetsCollateralBlogsSocial media postsPodcastsPress releasesArticlesNewslettersE-zinesEditorial videoWhite papersEmail blastsPresentationsCase studies & testimonialsVisualization toolsSearchSponsored contentInfluencer (3rd party) contentAppsResearchFactorsStrategic fitBudgetChannelintentResourcesCurate vs.createTimingMetrics
  22. 22cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.CREATE• Content Creation Best Practices• Searchable• Supported• Cross-functional• Multidimensional• Purposeful
  23. 23cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.AMPLIFY• Determine plans and strategies• Understand roles (lead or support)• Establish how/where your story arc takes place• Layer in engagement cycle• Determine timing• Budget appropriately• Make sure your measurement engine is ready• The Balancing Act
  24. 24cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.June 21, 2013Measurement“Every metric should have an insight and action associated with it. If itdoesn’t, reconsider whether you need to measure it.” – Managing Content MarketingAnswering the Big Questions:Is the content driving sales?Is the content saving costs?Is the content helping with retention?Set related content goals:Build or reinforce brand awarenessIncrease lead conversionOptimize customer serviceIncrease customer upsellCreate brand subscribers
  25. 25cmdagency.com /Proprietary and confidential. The information and materials in this document are not for use or disclosure outside of CMD except by written consent.RESOURCES• ContentMarketingInstitute.com• Managing Content Marketing, Robert Rose• AltimeterGroup.com/research• blog.cmdagency.com

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