How to plan your content marketing efforts for maximum efficiency
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This webinar addresses common pitfalls in content marketing and social media promotion strategies, helping you to streamline your workflow and increase productivity. Key takeaways: - How to focus your content marketing around clearly defined objectives and KPIs - How to analyse the data and research a winning content idea - How to identify the most shareable content formats - How to use a promotion strategy to amplify your content
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How to plan your content marketing efforts for maximum efficiency
- 1. How to plan your content marketing efforts for maximum efficiency @Copozade @Qubadigital www.quba.co.uk
- 2. @Qubadigital Edward Russell-Johnson Digital Account Manager Luke Cope Content Marketing Manager
- 3. @Qubadigital 1. Defining your KPIs 2. Personas 3. Research & idea generation 4. Content types 5. Using a promotional strategy to amplify your content Agenda
- 4. @Qubadigital We wouldn’t recommend approaching Content Marketing from a direct sales angle.
- 5. @Qubadigital Sales come later, often via a different channel. e.g. links achieved to content = rise in search rankings for key terms which then can increase sales.
- 6. @Qubadigital • SEO • Social engagement • Quality Traffic • Conversions… Sales? In a business where selling is a secondary function Defining your KPIs
- 8. @Qubadigital 3. Using research to form winning content ideas • Increases probability that your content will succeed • Ensures you are not wasting time & budget on ‘losing’ ideas • Research on influencers and content types at this stage can also help improve your content promotion
- 9. @Qubadigital First steps • Have an initial brainstorm on potential content topics • Base these sessions around persona interests and relevant events that are coming up
- 12. @Qubadigital Are there common themes and subjects that do well?
- 13. @Qubadigital Can content be adapted? Bettered?
- 14. @Qubadigital Are there enough Influencers in the niche to amplify your content?
- 15. @Qubadigital An influencer is a website or social profile that holds a large number of relevant followers and site visitors.
- 16. @Qubadigital
- 17. @Qubadigital Do some influencer websites only share certain types of content?
- 18. @Qubadigital
- 20. @Qubadigital Entertaining & Linkable Content http://www.nationalnumbers.co.uk/fast-and-the- furious-every-important-car
- 21. @Qubadigital • Use the ‘build it and they will come’ approach. Content creation is only half the job! • Create content that only you and your company care about. Consider the interests of your personas! • Promote your own products and services • Use an advertorial tone of voice Don’t
- 22. @Qubadigital • Try and be innovative but realistic • Focus on quality over quantity • Research what types of content your influencers are more likely to share/link to • Consider incentives, get feedback, get input pre content creation • Educate, entertain, inform Do
- 23. @Qubadigital 5. Promotion Content is nothing without an intelligent promotion strategy.
- 24. @Qubadigital Your content will only reach a finite amount of people if you only promote it through your owned media channels
- 26. @Qubadigital Twitter event # targeting
- 27. @Qubadigital Here you can use information gathered in the influencer research phase Influencer promotions and outreach
- 28. @Qubadigital If the idea is good enough then your influencers may want to use the concept for their own site & social profiles
- 29. @Qubadigital
- 30. @Qubadigital This means you’ll be able to gain quality inbound links to your original content piece = quality referral traffic and SEO benefits
- 31. @Qubadigital 3 quality links earned
- 32. @Qubadigital
- 33. @Qubadigital Some may just endorse and post out on social networks = Social referral traffic & endorsement from relevant influencer
- 35. @Qubadigital Key takeaways • Consider your KPIs at every stage of the research, build & promotion process, not just at the start. • Use tools to analyse trends and identify ideas most likely to succeed, rather than plucking ideas out of thin air. • Research the content types most commonly linked to by your target influencers or shared by your target personas. • Plan your promotion and aim to spend as much time on promotion and outreach as you do on content creation.
Editor's Notes
- ERJ: Welcome. Housekeeping: muted all participants. Webinar being recorded. Slides will be shared. How to ask a question through GTW/Twitter. Purpose of this webinar: we know that people struggle with time for content marketing and there are efficiencies to be made… We’ll show how to avoid wasting time on things that won’t work, and where to focus your time for maximum effect. We’ll also highlight some common pitfalls where time is wasted and how to overcome them.
- ERJ: Intro to Quba. Estd 15 years. Based in Sheffield. Web design, systems integration & DM including search and content marketing.
- Generally speaking, your primary KPI will be leads or sales. BUT…
- We’re talking about top-of-the-funnel content here… Product and service level pages obviously play their part further down the funnel. ERJ: Being sales-focused will turn off potential sharers and linkers, effectively nullifying the work you have done. ERJ: Common issue: Some people think that ‘Site visitor reads blog post or engages with content, then clicks through and buys my product or service’.
- Micro conversions. ERJ: Minimise time spent on activities that aren’t valuable.
- Don’t want to get too bogged down in this section… Important here when it comes to content to start thinking about what their interests are, why would they engage with your content and how do you target them? What platforms are they on? Who influences them online?
- ERJ: what do you mean by ‘winning’ or ‘losing’ ideas? LC: relate back to KPIs – more chance of achieving links/shares etc. This will maximise the return from your CM efforts.
- This is about ensuring content is relevant – therefore time is not wasted.
- Great tool called Buzzsumo.
- Can research popular content using key terms. Can see down the left hand side can filter by date, country and content type. Used Fast and The Furious as an example here as it’s a piece of content we did for a client in the motorsport industry, can’t say its because its my favourite film series. Brings up the most socially shared content by social channel.
- ERJ: So this is about learning from what other people have done well or done badly?
- Some things can be made more visually appealing… LC: e.g. healthcare market in US is much more mature, so people are producing good CM
- ERJ: Don’t be too specific. If your niche doesn’t have many influencers (e.g. DIY) then expand into something related/complimentary but still relevant. There’s no point producing content if there aren’t influencers. LC: Talk through domain authority, Retweet ratio and average of retweets
- Drilling down into a niche within a niche ERJ: people can be more passionate about more niche subject areas. These influencers are more likely to be interested in your subject, have a blog and want to share content.
- ERJ: So this is how you would look for the most popular content from one specific website that you’re interested in? LC: Pulling together an educated idea of what themes are popular within your niche… [lead into next slide]
- ERJ: worth mentioning that we’re specifically talking top-of-the-funnel, awareness content. Content idea should come first and then consider the format… this will increase the chance of your content getting shared & time being well spent.
- ERJ: So can you explain how this content idea was arrived at? LC: Based on the research we did, we decided that this was: a) Best content idea to appeal to passionate influencers b) Best format for content based on what influencers share most c) Best format related to our KPI of inbound links. Mention later we will talk about performance
- We’ll go in to promotion shortly… Common pitfalls… content can get sidetracked, becoming less effective for KPIs. ERJ: So if your KPI is achieving links, then don’t talk about your products. People won’t buy them and they won’t link either!
- ERJ: So find out whether your weekly blog post is achieving anything – if you not you could use that time more effectively by creating bigger, more exciting pieces of content less frequently.
- LC: Rule of thumb – as much time promoting as creating. Common problem we see… build time is wasted if there is no promotion. PLUG NEXT WEBINAR: Amplify your in-house content marketing with social media ads
- ERJ: Common pitfall. Consider where is best to allocate your promotional time. Some channels are more impactful than others, even if you don’t own them. So if you have a small email list, maybe you should use social media ads. Even though you own the email list, it won’t necessarily be your best route to market for your content.
- Brief explanation of context. GBP content is relevant in niches related to Hobbit, e.g. GoT.
- Several different targeting methods on Twitter. To get the most out of your promotion… ERJ: Event hashtags are good because you know the audience have already engaged with that topic. We’ll cover this more in our next webinar.
- ERJ: This saves time because you’re re-using work that you’ve already done. Seeding content with people you know are likely to be interested. Streamlining.
- Influencers that have shared content but hosted it on their own website and social profiles.
- ERJ: This is about negotiating with the influencer and giving them the content they need in exchange for what you need – remember your KPIs!
- Influencers that have borrowed the concept but linked to the original.
- ERJ: this relates back to the research phase. If you need links, you’ll want to aim content at people who are known to give links, and the same for shares.
- An example of that…