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5 Content Marketing Goals for 2014

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Regardless of whether you’re just now hearing about Content Marketing or if you’ve been doing it for a while, it’s no surprise that this marketing “trend” is here to stay. So if you’re like most …

Regardless of whether you’re just now hearing about Content Marketing or if you’ve been doing it for a while, it’s no surprise that this marketing “trend” is here to stay. So if you’re like most marketers, you’re trying to build your program from the ground up. But are you doing it in a logical manner with clear-cut goals, a streamlined process and a holistic program? Better yet, where do you even start?

If you’re struggling with these types of questions, you don’t want to miss Angela Moore from Intrapromote identifying 5 goals that you should establish when it comes to Content Marketing. And there’s no better time to set up new goals than at the beginning of the year.

In this presentation you’ll learn:

1. The five areas of content marketing that are in most need of goal-oriented action steps
2. The difference between a content marketing strategy and a content strategy
3. How valuable a goal-driven content marketing program can be
4. Which team members can provide the most value to your content marketing efforts
5. Ways to organize your content marketing
6. So much more (Angela talks a lot)

Enjoy the content and if you have any questions, tweet them to @amcmoore, @intrapromote or by using the #IPSpeaks hashtag.

Published in: Marketing, Business, Technology

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  • Five Goals - Beginner, intermediate, advancedResources mentioned and a list will be made available to all participants of this webinar
  • Why the audience matters
  • Who are you writing for?DemographicsGoalsPain points
  • Who are you writing for?DemographicsGoalsPain points
  • Who are you writing for?DemographicsGoalsPain points
  • Involves reader evaluation from afar
  • Involves reader evaluation from afar
  • Involves reader evaluation from afar
  • Involves reader evaluation from afar
  • Why measurement matters
  • If you’re already doing all of these things, share your best content analytics tip via Twitter using hashtag #IPSpeaks
  • If you’re already doing all of these things, share your best content analytics tip via Twitter using hashtag #IPSpeaks
  • If you
  • Why measurement matters
  • Why bother finding and using a process?The dangers of being married to a process. They are meant to evolve.
  • What questions do they need to answer?
  • What questions do they need to answer?
  • What questions do they need to answer?
  • Perform gap analysis and determine one area that is inefficient
  • Why bother finding and using a process?The dangers of being married to a process. They are meant to evolve.
  • What questions do they need to answer?
  • What questions do they need to answer?
  • What questions do they need to answer?
  • What questions do they need to answer?
  • Transcript

    • 1. 5 Content Marketing Goals for 2014
    • 2. About Angela Moore
    • 3. 5 Quick Facts 1. With IP for Five Years 2. Started in Link Development 3. VP Client Operations 4. Works with World-Class Brands 5. Mom of three @amcmoore | /+AngelaMoore80 | angela@intrapromote.com
    • 4. How It Works
    • 5. #IPSpeaks Questions, a-ha moments & blatant flattery welcome
    • 6. 5 Areas in Need 1. Audience 2. Measurement 3. Personnel 4. Process 5. Culture
    • 7. The Importance of Goals
    • 8. The Importance of Goals 1. Know where you’re going 2. Know where you’re at 3. Unites your team 4. Simplifies meetings and work plans 5. They can be changed
    • 9. S.M.A.R.T. Goals • • • • • Specific Measureable Attainable Relevant Time-bound http://topachievement.com/smart.html
    • 10. Reaching Goals 1. Write them down 2. Share them with others 3. Create incentives 4. Review them regularly 5. Celebrate the progress
    • 11. Content Marketing in 60 Seconds
    • 12. Content Marketing Connecting consumers who have a need with their solution via content Social media sites and blogs reach 8 out of 10 of all US Internet users (Content Marketing Institute)
    • 13. Content Strategy vs. Content Marketing Strategy
    • 14. Goal #1: Audience
    • 15. Audience “I don’t want to fail the audience. I don’t want to let them down.” -Henry Rollins
    • 16. Goal #1 Find out what your audience REALLY wants 90% of consumers find custom content useful (TMG Custom Media)
    • 17. Beginners Persona Development
    • 18. Beginners 1. Demographics 2. Goals 3. Pain Points
    • 19. Persona Resources • • • Building a better persona with creative sourcing data: http://contentmarketinginstitute.com/2013/09/buil d-better-buyer-persona-data-sourcing-ideas/ Free template for creating buyer personas: http://offers.hubspot.com/free-template-creatingbuyer-personas Buyer Persona Institute: http://www.buyerpersona.com/
    • 20. Intermediate Dissect Reader Engagement
    • 21. Intermediate 1. Comment analysis 2. Share analysis 3. Competitor review
    • 22. Resource • C Metrics Plugin from ConvertPress: http://convertpress.com/
    • 23. Intermediate 1. Comment analysis 2. Share analysis 3. Competitor review
    • 24. Resource • Social Crawlytics: http://www.socialcrawlytics.com
    • 25. Advanced Audience Involvement
    • 26. Advanced 1. User Generated Content 2. Audience Polls 3. Virtual Focus Groups
    • 27. Recap #1 1. Set up buyer personas 2. Dissect User Engagement 3. Get the audience involved
    • 28. Goal #2: Measure
    • 29. Measure “If you can’t measure it, you can’t manage it.” - Peter Drucker
    • 30. Goal #2 Set up a measurement system that actually works Articles with images get 94% more views (Jeff Bullas)
    • 31. Beginner Use Google Analytics
    • 32. Resource •Google Analytics Academy: https://analyticsacademy.withgoogle.com/cours e
    • 33. Intermediate Use tracking URLs, set up goals & leverage conversion path analysis tools
    • 34. Advanced Try out an advanced analytics tool that creates persona profiles
    • 35. Recap #2 1. Use Google Analytics 2. Get familiar with in-depth functions of GA 3. Investigate an advanced platform with user profiles
    • 36. Goal #3: Personnel
    • 37. Personnel “Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.” - Vince Lombardi
    • 38. Goal #3 Establish your content marketing team 53% of B2C marketers create content entirely in-house (Content Marketing Institute)
    • 39. Beginner Find one creator. Create one piece of content. Repeat.
    • 40. Intermediate Schedule a regular team meeting to share ideas
    • 41. Advanced Break down the operational silos in your organization
    • 42. Recap #3 1. Find one creator. Create. Repeat. 2. Schedule a regular meeting of your creators 3. Break down operational silos in your organization
    • 43. Goal #4: Process
    • 44. Process “Everything is an experiment” - TiborKalman
    • 45. Goal #4 Organize your content marketing process 27,000,000 pieces of content are shared everyday. (AOL and Nielsen)
    • 46. Beginner Create a basic process as a starting point
    • 47. Marcus Sheridan @TheSalesLion http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-foryour-business-in-10-minutes-or-less/
    • 48. Beginner Three Process Elements: 1. Topic Sourcing 2. Publishing 3. Distribution
    • 49. Intermediate Streamline your process with one improvement
    • 50. Advanced Experiment with your process & see how far you can go
    • 51. Resource Managing Content Marketing by @Robert_Rose & @JoePulizzi
    • 52. Recap #4 1. Create a basic content marketing process 2. Find one inefficiency to streamline 3. Experiment with your process & get creative
    • 53. Goal #5: Culture
    • 54. Culture “Content isn’t King, it’s the Kingdom.” - Lee Odden
    • 55. Goal #5 Make content marketing a key part of your culture 86% of B2C marketers and 91% of B2B marketers use content marketing (Content Marketing Institute)
    • 56. Beginner Set up constant reminders
    • 57. Intermediate Drive your coworkers crazy
    • 58. Advanced Incentivize your team to drive awareness
    • 59. Recap #5 1. Set up constant reminders 2. Drive your colleagues crazy 3. Incentivize your team to drive awareness
    • 60. Recap Cause that was a lot of stuff…
    • 61. The Five Goals 1. Find out what your audience really wants. 2. Set up a measurement system that actually works 3. Establish your content marketing team 4. Organize your content marketing process 5. Make content marketing a part of your culture
    • 62. Questions Use #IPSpeaks on Twitter
    • 63. Notes www.intrapromote.com/CMResources14 Presentation uploaded on Slideshare Recorded presentation available soon
    • 64. Want More?
    • 65. Contact angela@intrapromote.com @amcmoore /+AngelaMoore80 blog.intrapromote.com | @intrapromote | facebook.com/intrapromote
    • 66. Contact info@intrapromote.com 866.570.1785 blog.intrapromote.com | @intrapromote | facebook.com/intrapromote
    • 67. Thank you!