7 Ways To Achieve Content Marketing Breakthroughs

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By now, all of us know that content marketing works. The success stories are everywhere around us! But ramping up a small team’s fledgling efforts can be daunting, and there are many roadblocks along the way.

We found a great blogpost on Content Marketing Institute by Arnie Kuenn, interviewing 8 content marketing experts on how to overcome these challenges. We really liked it, so we thought we’d give it our usual infographic treatment and turned it into a slideshow here. :) May your content marketing be glorious and fruitful!

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7 Ways To Achieve Content Marketing Breakthroughs

  1. 1. BREAKTHROUGHS 7 PRESENTS
  2. 2. Content marketing works. But getting it to work can be quite a slog. Arnie Kuenn from Content Marketing Institute interviewed 8 content marketing experts on the challenges content marketers frequently face, and how to overcome them. Here they are:
  3. 3. FALSE EXPECTATIONS NO PLAN NO COMMITMENT
  4. 4. 1 LEAD GENERATION? BRAND BUILDING? WHAT’S YOUR GOAL? WHAT’S YOUR PLAN? IDENTIFY DESIRED AUDIENCE AND TOPICS THEY CARE ABOUT HAVE A CONTENT CALENDAR KNOW YOUR COMPETITION IDENTIFY RESOURCES YOU NEED For most businesses, going all-in with content marketing is a journey. The number one challenge is reaching the ‘maturity’ stage in their journey to understand that they need to go all-in. If you’re serious about content marketing (all-in), build the plan and just go do it! BERNIE BORGES CEO, FIND AND CONVERT
  5. 5. 1 THE TOP 5 MARKETING GOALS IN 2014: BRAND AWARENESS ENGAGEMENT LEAD GENERATION CUSTOMER ACQUISITION THOUGHT LEADERSHIP Source: http://www.iab.net/media/file/B2BResearch2014.pdf STATS
  6. 6. GREAT, JUST PUBLISHED MY BLOGPOST! DAY 1 WAIT, WHY AREN’T THERE RESULTS YET? DAY 2 DAY 4 I KNEW IT! MY CONTENT MARKETING PLAN FAILED AGAIN!
  7. 7. 2 The world seems to have awoken to the idea that content marketing can improve your marketing ROI and win business, but many sleep through the part about time. Going all-in begins with a plan that documents goals, establishes processes, assigns roles, and measures different degrees of response. You need to factor in good-sized chunks of time, prepare to invest substantial resources, and refine perpetually. BARRY FELDMAN OWNER, FELDMAN CREATIVE
  8. 8. 2 STATS OF MARKETERS HAVE A DOCUMENTED CONTENT STRATEGY 44% Source: http://www.iab.net/media/file/B2BResearch2014.pdf
  9. 9. my content le content ze moi new blogpost stuffz MY STUFF FOR PUBLISHING
  10. 10. 3 TOP MANAGEMENT GREAT JOB! CONTENT CO NTENT CO NTENT CENTRALIZED CONTENT MARKETING TEAM Get beyond ‘random acts of content, where every silo in the organization creates content at its own cadence and tone, and with no strategic purpose. It’s often the case that a business will try content marketing in a limited way, see initial success, and then fail miserably when they try to scale it. The way through this challenge is by actually providing centralized content marketing the investment, resources, business processes, and power it needs to thrive. This can only be done when senior management, quite literally, buys in. ROBERT ROSE CHIEF STRATEGIST, CONTENT MARKETING INSTITUTE
  11. 11. 4 Most every organization today relies on outdated content production methods. Until we fix this, we’ll not be able to make content work to maximum benefit. Think about content strategically, as a business asset worthy of being produced efficiently and effectively. SCOTT ABEL CONTENT MANAGEMENT STRATEGIST, THE CONTENT WRANGLER COST OF CREATING, MANAGING, DELIVERING CONTENT. ROI OF CONTENT. TO-DO:
  12. 12. 4 OF HIGHLY EFFECTIVE ORGANIZATIONS HAVE SOMEONE IN CHARGE OF CONTENT STRATEGY 86% Source: http://www.iab.net/media/file/B2BResearch2014.pdf STATS
  13. 13. GREAT CONTENT NOT ENOUGH RESOURCES POOR DISTRIBUTION SYSTEM INEFFECTIVE WEBSITE MARKETING 1. 2. 3. 4.
  14. 14. 5 More than great content is needed. Specifically, marketers are so focused on the need for amazing content that they overlook critical factors. HEIDI COHEN ACTIONABLE MARKETING EXPERT, HEIDICOHEN.COM CREATION DISTRIBUTION CONVERSION GREAT CONTENT! EDITORIAL DIRECTION VISUALS & DESIGN COPY EDITING TECH 1. 4.3.2. EMAIL LISTS/ WEBSITE SOCIAL MEDIA ADS GUEST BLOGS ITUNES (PODCASTS) AMAZON (EBOOKS) ABOUT OUR PRODUCTS SIGN UP! SIGN UP IN JUST ONE SIMPLE STEP! LANDING PAGES & PURCHASE PROCESS MUST BE EFFICIENT & EFFECTIVE!
  15. 15. NO IDEA WHAT HE’S SAYING, BUT IT’S LOUD, SO IT MUST BE GOOD, RIGHT? COMPETITOR GREAT CONTENT! WHAT ABOUT MY CONTENT...
  16. 16. 6 GREAT CONTENT! LOOK HERE, LOOK HERE! WOW! AWESOME! MUCH.. CONTENT.. PLEASE..? LOOK AT OUR GREAT CONTENT! If you make it, they will not necessarily come. You need to create useful content that people actually want to consume — absolutely. But you also need a great system for making sure people know that content exists. It takes production and promotion to succeed with content. JAY BAER PRESIDENT, CONVINCE & CONVERT
  17. 17. 6 THE AVERAGE B2C MARKETER ENGAGES IN CONTENT PROMOTION ON SOCIAL MEDIA PLATFORMS6 Source: http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf STATS
  18. 18. 7 I CAN HELP! 3RD PARTY CONTENT CREATOR CONTENT CO NTENT CONTENT GREAT! TECHNOLOGY & SOFTWARE IDEAS SCHEDULE SH A R IN G O U TR EA C H CONTENT TWEETS SHARES LEVERAGE AUTOMATE SOCIAL MEDIA EMAIL LANDING PAGE SEO BLOGGING ROI RESULTS OUTSOURCE
  19. 19. 7 The biggest challenge I hear of is a lack of resources. Companies know they need to have a content marketing strategy but they don’t have the time/knowledge to execute it. As someone who has been in this situation, external help is often your best bet. CASIE GILLETTE DIRECTOR OF ONLINE MARKETING, KOMARKETING ASSOCIATES Even if you have a small budget, services like Contently can be extremely helpful. I used them for six months or so and it was an easy way to get content created.
  20. 20. 7 There are many ways to address not having the time to get content done. Outsourcing, leveraging, and automation are your friends when it comes to content! JON WUEBBEN CEO, CONTENT LAUNCH Content technology/intelligence tools like PaperShare, Inbound Writer, Kapost, OutBrain and TrapIt... help you get content done easier and quicker. A marketing automation tool like HubSpot will also bring efficiency to your content operation and, more importantly, help you measure it to ensure you get a solid ROI from your efforts.
  21. 21. 7 Source: http://www.iab.net/media/file/B2BResearch2014.pdf OF SMALL COMPANIES OURSOURCE THEIR CONTENT CREATION. 33% OF LARGE ORGANIZATIONS, 72% AND STATS
  22. 22. Great content is just one facet of a complete customer acquisition strategy! Visit ReferralCandy.com to learn what else you can do to earn more customers.
  23. 23. CRafTED BY Sources: http://contentmarketinginstitute.com/2014/05/go-all-in-content-marketing-experts/ http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C _Research_ 2014-withlinks.pdf http://www.iab.net/media/file/B2BResearch2014.pdf

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