Turning Content into Your Strategic Competitive Advantage

Turning Content into Your Strategic Advantage Laura K. Kinoshita Web: http://laura-kinoshita.com Twitter: @lkinoshita #ContentPlan

Laura Kinoshita, PresidentKinoshita Communications LLChttp://laura-kinoshita.comCertified HubSpot Inbound Marketer,Educator and PartnerAuthor: West Hawaii Social Media Reporthttp://bit.ly/westhawaii

Online Content Strategy• Purpose of a Content Strategy• How to Set Your Content Goals• How to Set Traffic Goals• How to Define Your Point of Difference and Topic Emphasis• How to Manage Your Content Inventory• How to Tag and Categorize Your Content• Content Tasks & Responsibilities• How to Make an Editorial Calendar

Purpose of a Content Strategy• Clearly define your online content goals• Define the steps to achieve your goals

Purpose of aContent Strategy

How to Set Your Content Goals

Content Goals• Your content will tell people whether they are in the right place.• You need to match targeted audience needs to your products and services• Be clear about who you are writing for: – Female marketing managers, age 35-55, who are passionate about becoming #1 in their field and will not settle for 2nd best. Exceptionally results- focused.

Setting Traffic Goals

Goal SettingOnline Traffic Goals Actual TargetOrganic search/SEO 300 600 (20%)Blogging & Direct Traffic 450 900 (30%)Social Media 150 300 (10%)Pay-Per-Click 0 150 (5%)Email Marketing 300 600 (20%)Advertising & Pay Listings 150 150 (5%)Referrals 150 300 (10%) 1,500 3,000

Stop thinking like amarketer or advertiser Start thinking like a publisher and socializer

Defining YourPoint of Difference and Topic Emphasis

Defining Your Point of Difference• What makes you different?• What will keep people coming back for more?Ways to find out:- Ask: 3 top qualities- List your favorite brands; who you’d like to emulate

Defining Your Topic Emphasis• What topics will your customers care about most?• What phrases are they using to find your website?• A keyword grading tool can help you find best: – Traffic, Relevance and Ranking

Defining Your Topic EmphasisYour Customer’sProblems & Desires: What You Have to Offer:• What your customer wants • How your products & and needs services can solve deep problems and fulfill desires(Frequently Shared) (Rarely Shared)

Topic Emphasis: Ideal Customer• What is the criteria you use to define a good lead from a bad one?• If you market and sell to other businesses, describe that type of business.• If you market and sell to consumers, describe your ideal customer prospect.• You may have multiple client profiles.

Topic Emphasis: Ideal CustomerDevelop the character• Start with the basics: – Old? Young? Age? Married? Children? Education?• What is their name? Where did they grow up? – Hair/eye color? Religion? Beliefs/values? Favorite TV shows? Activities? Books?

Now GO DEEPER:• Think about the Biggest Problems and Deepest Desires of your ideal customer prospect: – What keeps them awake at night? – What problems to they run into over and over again? – What is frustrating them?• What is the absolute worst thing that could happen to them if they don’t get their problem solved?

Even Deeper:• Think about your client’s Family, Friends & Colleagues• What is the WORST thing that could possibly happen?• What is the BEST thing? This is How You Unpack the Value

Create a StoryJim, 52, is a successful business owner in Kona. He was born in Honolulu,graduated from Honokaa High School. Jim has bought and sold many businessesover the years and now runs a liquor store in Waimea and retail outlet in UilaniPlaza. Jim also works part-time at the Waimea golf club and likes to go fishing onSundays. Jim is married and has two children, Joshua, age 25 and Mikela age 19.Jim knows he could be attracting more businesses with online media, but doesn’tknow exactly how. He doesn’t have time to learn new technology, and frankly, hedoesn’t have an interest in it. But during Christmas his daughter Mikela showedhim how she uses her mobile phone to get reviews on restaurants andrecommendations for new places to shop. Mikela suggested Jim “claim” his storeon popular travel sites and use a QR code to attract more business to his retailstore. Jim had no idea what she was talking about.Jim needs to be educated about how to use mobile marketing to attract morecustomers into his retail store without spending a lot of money. Jim’s idealsolution will build off the Web site he already has and won’t take a lot of time tomanage. Jim would like to talk to someone about ways he can leverage newtechnology.

Dramatic Transformation• Helps explain why some products sell better than others• Exposes important gaps or conflicting messages that you may otherwise miss• Helps you answer day-to-day marketing questions with confidence: – Does this promotion make sense? – Are the right messages getting through to the right people?

• Download a Customer Avatar Worksheet at SMCHI Booth or:http://info.laura-kinoshita.com/customer-avatar-worksheet

Managing Your Content Inventory• Ensure the mechanics of your content is closely aligned to your content goals: – Include the all-important terms your target audience usually searches for – Create additional tags, if necessary. – Organize content logically and intuitively as possible

Managing Your Content Inventory• Content needs to include the tags and categories that your audience uses to find solutions to their problems. – Big Island Marketing – Social Media Marketing – Hawaii Marketing – Facebook for Business

Managing Your Content Inventory• Responsibilities include: – Tag inventory of existing content – Correctly categorize site to support content goals – Update/remove broken links – Remove spam – Keep articles up-to-date (timeline for removing old content; correct typos, errors

How to Tag and Categorize Your Content• Tags support “information clusters”• Tags add extra layer of search relevancy• Use tags that are truly relevant to the article• The “social layer” will rise over next 2 years

Content Tasks & Responsibilities• Determine publishing frequency• Source new content and information• Ensure factual accuracy of articles• Manage copyright issues• Ensure technical accuracy, correct formatting and layout• Schedule and publish posts• Set standards and style guidelines for authors

Authority Topics

Your Editorial Calendar(Turning Your Content into a Strategic Advantage)

Identify Your “Authority Topics”Authority Topic Main Sub-Topic Flagship Content Target Release Covered Title Ideas DateFacebook •Marketing in •Hawaii •Web Marketing • • •Social Media •Measurement • •Hawaii Public •Relations • •

Identify Your Main Sub-Topic AreasAuthority Topic Main Sub-Topic Covered Flagship Content Target Title Ideas Release DateWeb Marketing • Key elements of a landing page • Sales copyrighting • Effective conversion offersSocial Media • Outputs vs. OutcomesMeasurement • Total Value Cube • Failure of AVEHawaii Public • How to use Twitter inRelations your media plan • Working with travel media

Flagship Content• Seriously useful resources that can be shared with others (worthy of a press release).• Developed for the purpose of generating traffic through widespread social sharing; linking and bookmarking.• Designed to attract links from other high- profile blogs reaching the same desired target audience.

Brainstorm Flagship ContentAuthority Topic Main Sub-Topic Covered Flagship Content Ideas Target Release DateWeb Marketing • Key elements of a • Special web sales landing page package for coffee • Sales copyrighting industry • Effective conversion • Landing Page offers BootcampSocial Media • Outputs vs. Outcomes • MeasurementMeasurement • Total Value Cube Seminar/Workshop • Failure of AVE • Live panel review of media metricsHawaii Public • How to use Twitter in • Twitter chat with topRelations your media plan travel media • Working with travel • How to Do Your Own media PR Webinar • PRSA Conference

Target Release Dates to News & Key EventsAuthority Topic Main Sub-Topic Covered Flagship Content Ideas Target Release DateWeb Marketing • Key elements of a • Special web sales Nov landing page package for coffee 2011 • Sales copyrighting industry • Effective conversion • Landing Page offers BootcampSocial Media • Outputs vs. Outcomes • Measurement FebMeasurement • Total Value Cube Seminar/Workshop 2012 • Failure of AVE • Live panel review of media metricsHawaii Public • How to use Twitter in • Twitter chat with top MarchRelations your media plan travel media 2010 • Working with travel • How to Do Your Own media PR Webinar • PRSA Conference

Editorial CalendarRelease Blog Post Titles Flagship ProductDate Content PromotionsNov 4 • Key elements of a landing page Coffee Industry $150 savings onNov 11 • How to do a conversion offer Web Marketing email marketingNov 18 • Best practices of email Boot Camp setup; 1 free marketing landing pageDec 5 • ROI: Outputs vs. Outcomes MeasurementDec 12 • Advertising vs. Earned Media SeminarDec 19 • The Total Value Cube Jan 9 • Twitter in Your Media Plan TwitterChat Enroll inJan 16 • Travel Media in Social Media with Famous MeasurementJan 23 • Free ways to promote your PR Author Class (50% off)Feb 3 • Online Brand Management Sweepstakes $150 discountFeb 10 • How to Use Check-Ins & Deals Promotion on FacebookFeb 14 • Facebook vs. Google+ landing page

Content PlanAuthority Topic Main Sub-Topic Flagship Content Target Release Covered Title Ideas Date

Editorial CalendarRelease Blog Post Titles Flagship ProductDate Content Promotions

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Turning Content into Your Strategic Competitive Advantage

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