0
Why Your Content Marketing
Initiatives are Failing
(and how to fix them)
ADRIA SARACINO
Adria Saracino
Head of Outreach, Distilled
adria.saracino@distilled.net
@adriasaracino
CONTENT MARKETING IS HARD
SO, HOW DO WE MAKE
IT EASIER?
@adriasaracinoAdria Saracino
DIVIDE AND CONQUER…
LONG TERM
MID TERM
SHORT TERM
TACTICAL STRATEGIC INTERNAL
1
SHORT TERM:
TACTICAL
THE ISSUE:
SUBPAR PROMOTION
WRONG AMOUNT OF PROMO
WRONG TYPE OF PROMOTION
@adriasaracinoAdria Saracino
1. Building and borrowing influence
2. Match promotion to the funnel
@adriasaracinoAdria Saracino
THE ISSUE…FIXED
Social
Outreach
Outreach
PR & Outreach
Advertising
Advertising
Advertising
Social
Email
Email
Advertising
Event
Event
Outr...
Awareness
Trigger
Search
Consider
Buy
Stay
Data viz
Free
eBooks
Free eBooks
Contests
eBooks - signup
Coupons
Forums
Blogpo...
THE ISSUE:
INEFFECTIVE PITCHING
PITCH RESPONSE SIMULATION
Know what motivates gatekeepers:
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
MONEY AUTHENTICITY VISIBILITY
Further readi...
THE ISSUE:
INABILITY TO LET GO
YOU LOVE THE IDEA TOO MUCH
1. Don’t compromise for data
2. Have “checks and balances”
3. Consider testing
o Feedback Army or UserTesting.com
o Ask th...
THE ISSUE:
CRAPPY CONTENT
@adriasaracinoAdria Saracino
CRAPPY EXECUTION
@adriasaracinoAdria Saracino
CRAPPY GOAL ALIGNMENT
@adriasaracinoAdria Saracino
CRAPPY IDEA
Discovery Channel SourceBetter Ideas
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
 Who?
 Why?
 Useful?
 Understandable?
 Tracking goals?
 Epic attribute...
2
MID TERM:
STRATEGIC
THE ISSUE:
UNSUITABLE GOALS
SHORT TERM (OR NO) GOALS
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Play the 5-Why’s Game
2. Visualize the goal cycle
3. Track & analyze (ong...
Awareness
Trigger
Search
Consider
Buy
Stay
@adriasaracinoAdria Saracino
LEAD GEN
RETENTION
SALES
CONSUMPTION
• LCV / RFM
• Churn %
• Retention %
• Repeat visits
• Net promoter
score
• Purchases
• LCV / RFM
• CPA
• Avg. $/user
• Lat...
THE ISSUE:
INSUFFICIENT
RESEARCH & DATA
INSIGNIFICANT RESEARCH
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
Type of research to conduct:
1. Benchmark audit
2. Competitor research
3. [O...
THE ISSUE:
INCONSISTENCIES
CONFUSING USER EXPERIENCE
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Determine a brand message
2. Create editorial standards
3. Develop an edi...
3
LONG TERM:
INTERNAL
THE ISSUE:
INEFFICIENT
WORKFLOW
CONFUSING WORKFLOW
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Identify internal stakeholders
2. Collaborate on a lean process
3. Create...
THE IDEAL WORKFLOW
IDEATION
PLAN
WRITE
EDITPUBLISH
PROMO
TRACK
WHO NEEDS TO BE
INVOLVED HERE?
WHO NEEDS TO BE
INVOLVED HER...
Publisher/Editor-in-
Chief
Managing Editor
Section Editor Section Editor
Writers Photo Editors
Photographers
Design Editor...
CCO / CMO /
Consultant
Content Owners
(Inbound, PR, Social)
PR Editor Inbound Editor
Writers Photo Editors
Photographers
D...
THE ISSUE:
NO BUY-IN
NOBODY BELIEVES YOU
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Invite others into your process
2. Scratch their back
3. Provide ninja ed...
TIMELINE FOR
CONTENT MARKETING
SUCCESS
@adriasaracinoAdria Saracino
DIVIDE AND CONQUER…
LONG TERM
MID TERM
SHORT TERM
TACTICAL STRATEGIC INTERNAL
Thanks.
Any questions?
ADRIA SARACINO
adria.saracino@distilled.net
@adriasaracino
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Transcript of "Adria Saracino_SearchLove San Diego 2013_Why your Content Marketing is Failing"

  1. 1. Why Your Content Marketing Initiatives are Failing (and how to fix them) ADRIA SARACINO
  2. 2. Adria Saracino Head of Outreach, Distilled adria.saracino@distilled.net @adriasaracino
  3. 3. CONTENT MARKETING IS HARD
  4. 4. SO, HOW DO WE MAKE IT EASIER?
  5. 5. @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
  6. 6. 1 SHORT TERM: TACTICAL
  7. 7. THE ISSUE: SUBPAR PROMOTION
  8. 8. WRONG AMOUNT OF PROMO
  9. 9. WRONG TYPE OF PROMOTION @adriasaracinoAdria Saracino
  10. 10. 1. Building and borrowing influence 2. Match promotion to the funnel @adriasaracinoAdria Saracino THE ISSUE…FIXED
  11. 11. Social Outreach Outreach PR & Outreach Advertising Advertising Advertising Social Email Email Advertising Event Event Outreach Email Awareness Trigger Search Consider Buy Stay
  12. 12. Awareness Trigger Search Consider Buy Stay Data viz Free eBooks Free eBooks Contests eBooks - signup Coupons Forums Blogposts Charity UGC Blogposts Coupons News stories Contests Reviews Blogposts
  13. 13. THE ISSUE: INEFFECTIVE PITCHING
  14. 14. PITCH RESPONSE SIMULATION
  15. 15. Know what motivates gatekeepers: @adriasaracinoAdria Saracino THE ISSUES…FIXED MONEY AUTHENTICITY VISIBILITY Further reading: How to Master Working with Bloggers
  16. 16. THE ISSUE: INABILITY TO LET GO
  17. 17. YOU LOVE THE IDEA TOO MUCH
  18. 18. 1. Don’t compromise for data 2. Have “checks and balances” 3. Consider testing o Feedback Army or UserTesting.com o Ask the gatekeepers @adriasaracinoAdria Saracino THE ISSUES…FIXED
  19. 19. THE ISSUE: CRAPPY CONTENT
  20. 20. @adriasaracinoAdria Saracino CRAPPY EXECUTION
  21. 21. @adriasaracinoAdria Saracino CRAPPY GOAL ALIGNMENT
  22. 22. @adriasaracinoAdria Saracino CRAPPY IDEA Discovery Channel SourceBetter Ideas
  23. 23. @adriasaracinoAdria Saracino THE ISSUES…FIXED  Who?  Why?  Useful?  Understandable?  Tracking goals?  Epic attributes? The Epic Content Checklist:
  24. 24. 2 MID TERM: STRATEGIC
  25. 25. THE ISSUE: UNSUITABLE GOALS
  26. 26. SHORT TERM (OR NO) GOALS
  27. 27. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Play the 5-Why’s Game 2. Visualize the goal cycle 3. Track & analyze (ongoing)
  28. 28. Awareness Trigger Search Consider Buy Stay @adriasaracinoAdria Saracino LEAD GEN RETENTION SALES CONSUMPTION
  29. 29. • LCV / RFM • Churn % • Retention % • Repeat visits • Net promoter score • Purchases • LCV / RFM • CPA • Avg. $/user • Latency • Sign-ups • Inquiries • Downloads • Referrals • Assisted leads @adriasaracinoAdria Saracino CONSUME LEAD SELLRETAIN • Mentions • Shares • Links • Traffic • Rankings • Affinity
  30. 30. THE ISSUE: INSUFFICIENT RESEARCH & DATA
  31. 31. INSIGNIFICANT RESEARCH
  32. 32. @adriasaracinoAdria Saracino THE ISSUES…FIXED Type of research to conduct: 1. Benchmark audit 2. Competitor research 3. [Online] market research 4. Customer research
  33. 33. THE ISSUE: INCONSISTENCIES
  34. 34. CONFUSING USER EXPERIENCE
  35. 35. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Determine a brand message 2. Create editorial standards 3. Develop an editorial calendar
  36. 36. 3 LONG TERM: INTERNAL
  37. 37. THE ISSUE: INEFFICIENT WORKFLOW
  38. 38. CONFUSING WORKFLOW
  39. 39. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Identify internal stakeholders 2. Collaborate on a lean process 3. Create deadlines & governance
  40. 40. THE IDEAL WORKFLOW IDEATION PLAN WRITE EDITPUBLISH PROMO TRACK WHO NEEDS TO BE INVOLVED HERE? WHO NEEDS TO BE INVOLVED HERE? (esp. for creative assets) CAN YOU INTEGRATE WITH OTHER TEAMS? HOW QUICKLY CAN YOU GET HERE?
  41. 41. Publisher/Editor-in- Chief Managing Editor Section Editor Section Editor Writers Photo Editors Photographers Design Editors Graphic Designers PUBLISHER GOVERNANCE
  42. 42. CCO / CMO / Consultant Content Owners (Inbound, PR, Social) PR Editor Inbound Editor Writers Photo Editors Photographers Design Editors Graphic Designers BRAND GOVERNANCE
  43. 43. THE ISSUE: NO BUY-IN
  44. 44. NOBODY BELIEVES YOU
  45. 45. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Invite others into your process 2. Scratch their back 3. Provide ninja education 4. Let results do the talking Further reading: How to Get Your Boss to Care about Content Marketing
  46. 46. TIMELINE FOR CONTENT MARKETING SUCCESS
  47. 47. @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
  48. 48. Thanks. Any questions? ADRIA SARACINO adria.saracino@distilled.net @adriasaracino
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