The Content Marketing1
Content marketing is a marketing technique of creatingand distributing relevant and valuable content to attract,acquire, a...
The bottom-line goal3
Courtesy of Scribe’s The Business Case for Agile Content MarketingEvolution of online marketing4
The StrategyBrandededitorialcontentEditorialendorsementsMoney page5
21st century job titles* First Responder* Director of Audience* Channel Master* Return on Objective Chief (ROO)Chief Liste...
This is a huge amount ofwork...Is it worth it?7
0ROIPPC(manipulative)SEOCMThe long game8
Rent vs. own your audience9
Courtesy of HubSpot Marketing Benchmarks from 7,000+ BusinessesContent MarketingTipping Points10
400-100011
9-1512
50-10013
500-100014
200-50015
This takes time... but results last16
PlanProducePublishPromoteProveAn agile process17
[Plan]18
Search visibilityGoogle Webmaster Tools19
Keyword analysisGoogle Keyword Tool & Google Trends20
Drilling deeperGoogle Trends21
Ubersuggest22
Topsy social searchWhat’s being shared23
... and by whom?Topsy social search24
Daily mentions onTwitterTopsy Analytics25
Web mentionsSEOmoz Fresh Web Explorer26
Build customer persona grid27
[Produce]28
Think like a publisher29
Content checklist• Who are we writing for (customer persona)?• Does it provide a resource, evoke emotion or entertain?• Wh...
Define a workflowTopic &titleResearch DraftEditingOptimizationPublishWordpress31
AsanaManage the workflow32
Schedule contentGoogle Calendar33
Repurposing content34
[Promote]35
Need to haveNice to have36
Core activitiesConverse@RT#DMShareFollowGrowaudienceGaininfluenceBuildrelationships37
FollowerwonkFind & follow influencers38
Owned vs. curated contentHand-picked content --shared with editorial flare --naturally attracts qualityfollowers/fans.Done ...
Use a dashboard &schedule postsHootsuite40
[Prove]41
KPI reportingStage KPIsReachSocial audience growthSearch impressions--EngagementClicks on shared contentPageviews on conte...
Track shares & linksAhrefs43
Organic search trafficGoogle Analytics44
Social referral traffic(total contribution)Google Analytics45
Defining ROIMonthly revenue increaseLifetime value (LTV)creation46
Measuring LTV usingcohort analysisMicrosoft Excel47
Cohorts profitabilityover timeMicrosoft Excel48
“You’re not an artist, Peggy.You solve problems.Leave some tools in your toolbox.”- Don Draper, Mad Men49
Twitter: @parischildressLinkedIn: bg.linkedin.com/in/parischildress/Skype: pchil9Email: paris@hop-online.comThanks for mak...
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The Content Marketing Toolbox

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A detailed presentation of the processes and tools required to excel at content marketing.

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The Content Marketing Toolbox

  1. 1. The Content Marketing1
  2. 2. Content marketing is a marketing technique of creatingand distributing relevant and valuable content to attract,acquire, and engage a clearly defined and understoodtarget audience – with the objective of driving profitablecustomer action.2
  3. 3. The bottom-line goal3
  4. 4. Courtesy of Scribe’s The Business Case for Agile Content MarketingEvolution of online marketing4
  5. 5. The StrategyBrandededitorialcontentEditorialendorsementsMoney page5
  6. 6. 21st century job titles* First Responder* Director of Audience* Channel Master* Return on Objective Chief (ROO)Chief Listening OfficerChief Content Officer6
  7. 7. This is a huge amount ofwork...Is it worth it?7
  8. 8. 0ROIPPC(manipulative)SEOCMThe long game8
  9. 9. Rent vs. own your audience9
  10. 10. Courtesy of HubSpot Marketing Benchmarks from 7,000+ BusinessesContent MarketingTipping Points10
  11. 11. 400-100011
  12. 12. 9-1512
  13. 13. 50-10013
  14. 14. 500-100014
  15. 15. 200-50015
  16. 16. This takes time... but results last16
  17. 17. PlanProducePublishPromoteProveAn agile process17
  18. 18. [Plan]18
  19. 19. Search visibilityGoogle Webmaster Tools19
  20. 20. Keyword analysisGoogle Keyword Tool & Google Trends20
  21. 21. Drilling deeperGoogle Trends21
  22. 22. Ubersuggest22
  23. 23. Topsy social searchWhat’s being shared23
  24. 24. ... and by whom?Topsy social search24
  25. 25. Daily mentions onTwitterTopsy Analytics25
  26. 26. Web mentionsSEOmoz Fresh Web Explorer26
  27. 27. Build customer persona grid27
  28. 28. [Produce]28
  29. 29. Think like a publisher29
  30. 30. Content checklist• Who are we writing for (customer persona)?• Does it provide a resource, evoke emotion or entertain?• What keyword(s) are we targeting?• What conversion page are we linking to?• Does it have a great image?• Is it original, or improve existing content on this subject?• Is it shareable?• Is it timely?30
  31. 31. Define a workflowTopic &titleResearch DraftEditingOptimizationPublishWordpress31
  32. 32. AsanaManage the workflow32
  33. 33. Schedule contentGoogle Calendar33
  34. 34. Repurposing content34
  35. 35. [Promote]35
  36. 36. Need to haveNice to have36
  37. 37. Core activitiesConverse@RT#DMShareFollowGrowaudienceGaininfluenceBuildrelationships37
  38. 38. FollowerwonkFind & follow influencers38
  39. 39. Owned vs. curated contentHand-picked content --shared with editorial flare --naturally attracts qualityfollowers/fans.Done consistently, it willposition your brand asthe resource in your niche.Feedly39
  40. 40. Use a dashboard &schedule postsHootsuite40
  41. 41. [Prove]41
  42. 42. KPI reportingStage KPIsReachSocial audience growthSearch impressions--EngagementClicks on shared contentPageviews on contentSocial shares on contentEarned links to contentOrganic search visitsSocial media referral visits--Conversion Conversions by channelReturn on Investment (ROI)42
  43. 43. Track shares & linksAhrefs43
  44. 44. Organic search trafficGoogle Analytics44
  45. 45. Social referral traffic(total contribution)Google Analytics45
  46. 46. Defining ROIMonthly revenue increaseLifetime value (LTV)creation46
  47. 47. Measuring LTV usingcohort analysisMicrosoft Excel47
  48. 48. Cohorts profitabilityover timeMicrosoft Excel48
  49. 49. “You’re not an artist, Peggy.You solve problems.Leave some tools in your toolbox.”- Don Draper, Mad Men49
  50. 50. Twitter: @parischildressLinkedIn: bg.linkedin.com/in/parischildress/Skype: pchil9Email: paris@hop-online.comThanks for making it this farQues%ons?50
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