Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by Michael Brenner

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When you spend so much time investing in your content creation process, it can be easy to lose sight of the end goal. A successful content strategy must be able to measure it’s worth by tracking the new leads coming in, as well as audience engagement. In order to own your audience, you have to first figure out how they interact with your content. During the webinar, he will discuss key factors to content marketing success including how to:

-Define your mission statement
-Track your buyer's journey
-Identify key KPIs

Don’t just hear him speak during the webinar. Secure your seat to see him at Forward by registering for our conference from June 22nd-23rd (http://www.skyword.com/forward/).

Use the promo code 100_off to get 20% off your ticket.

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  • LS-we’ll be answering questions at the end of this webinar. Please type them into the bottom left hand corner of your screen in the meantime.
  • We’ve all asked the question, why content marketing?

    To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
  • Core components the way we need to think. We need to think different.
  • Ant that can be your brand
  • Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by Michael Brenner

    1. 1. #forward16 | 2 How To Build Your Content Marketing Strategy Michael Brenner CEO Marketing Insider Group @BrennerMichael
    2. 2. #forward16 | 3
    3. 3. #forward16 | 5 Your Brand Is Not What You Sell
    4. 4. #forward16 | 6 6
    5. 5. #forward16 | 7 “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ”
    6. 6. #forward16 | 8 Content today must compete with pictures of babies and kittens.
    7. 7. #forward16 | 9
    8. 8. #forward16 | 11 The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
    9. 9. #forward16 | 12 CONTENT MARKETING MATURITY CURVE Publish content to primary channel Distribute content to earned media Distribute content to paid media Measure ROI of content marketing Optimize subscribers and distribution Map content to buyer journey “The Buyer Journey is nothing more than a series of questions that must be answered.” ~ IDC
    10. 10. #forward16 | 13 We’ll assess and build upon the key factors to content marketing success: 1. Documented content strategy 2. Have someone accountable for content 3. Map content to buyer journey 4. Consistently publish quality content 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI CONTENT MARKETING BEST PRACTICES
    11. 11. #forward16 | 14 Best Practice R Y G Have a documented content strategy Have someone managing content Content hub maps to the buyer journey Publishing quality, volume, and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined SAMPLE ASSESSMENT Overall: ?
    12. 12. #forward16 | 15 Discovery Destination Team Editorial Customer Journey Distribution Measurement • Audience insights • Business Case • Current State • Mission Statement • Budget • Branding • Design • URL • Who does what? • Agency • Distribution • Structure • Topics • Types • Tone • SEO • Imagery • Cadence • Questions • Content by Stage • Channels • Offers • Conversions • Subscriptions • Paid • Owned • Earned • Subscriptions • Benchmarks • Reports • Measures • Cadence • Testing • Optimization 7 STEPS TO EFFECTIVE CONTENT MARKETING THE CONTENT MARKETING FRAMEWORK
    13. 13. #forward16 | 16 CONTENT MARKETING STRATEGY ROADMAP Q2 2016 Q3 2016 Q4 2016 Q1 2017 BUILD CONTENT MAKRETING BUSINESS CASE 1 Content audit 2 Determine what % of content gets used 3 Define business value FOCUS ON SUBSCRIPTIONS 1 Email newsletter strategy 2 Offers / subscription CTA 3 Track conversions SEO 1 Swarm keywords important to target audience 2 Create content in different formats (lists, quizzes, series) SITE ENHANCEMENTS 1 Navigation bar 2 Content categories 3 Top Posts 4 CTAs 5 Image selection 6 Comments RE-PURPOSE CONTENT 1 YouTube videos 2 SlideShares 3 Interlink other posts PAID DISTRIBUTION 1 A/B test with LinkedIn, Twitter, Facebook and Outbrain 2 Put money behind high- performing organic content SOCIAL DISTRIBUTION 1 A/B test sharing same content 2 Engage influencers, publishers REPORT ON PROGRESS TO BUSINESS VALUE 1 Subscribers, Leads 2 Map progress to business value 3 New audience reached 4 Unbranded search terms 5 Conversions Ongoing 1 Track top posts, topics, authors 2 Social engagement 3 Testing offers 4 Sales team feedback on conversions
    14. 14. #forward16 | 17 CONTENT MARKETING MISSION STATEMENT Become a premier destination for [what target audience] interested in [what topics] to help them [customer value].
    15. 15. #forward16 | 18 http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ THE DIFFERENCE BETWEEN CONTENT and CONTENT MARKETING is the DESTINATION
    16. 16. #forward16 | 19 HOW BRANDED SHOULD YOUR DESTINATION BE
    17. 17. #forward16 | 20 SHOULD WE BUILD ON-DOMAIN OR A SEPARATE URL? http://blog.casper.com/ http://vanwinkles.com/
    18. 18. #forward16 | 21 SHOULD WE BUILD ON-DOMAIN OR A SEPARATE URL?
    19. 19. #forward16 | 22 Your Target Personas Your Audiences Interests What You Should Create Content About Focus more here AN INTENT OR INTEREST-BASED APPROACH
    20. 20. How brands can become consumed with their story, not their customers. BE UNIQUELY VALUABLE Unique Point of View Trap
    21. 21. #forward16 | 24 Your Customers Middle Early What is / are? Why important Late Who? How much? Where? 1 StagePersona Questions / Concerns Keyword Index 100 How to? 10 “THE BUYER JOURNEY IS NOTHING MORE THAN A SERIES OF QUESTIONS” ~ IDC
    22. 22. #forward16 | 25 Product content Offers Brochures Customer Testimonials Case studies BRAND MARKETING CONTENT MARKETING CONTENT ARCHITECTURE MAPPED TO BUYER JOURNEYS Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
    23. 23. #forward16 | 26 ANSWERING CUSTOMER QUESTIONS Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is [Your Product Category]? Why is it important? (10-3000 X) How do I achieve success with it? (2-10 X) Who can help me? How much is it? (1 X)
    24. 24. #forward16 | 27 KNOW WHAT CONTENT YOUR AUDIENCE SHARES
    25. 25. #forward16 | 28 • Traffic and CONVERSIONS go up with each new article published • Increasing frequency will increase Organic + Social % of Total PVs Few times a year 1-2X per month Less than monthly 1-2X per week 1 per day >1 per day VOLUME IS IMPORTANT
    26. 26. #forward16 | 29 Even great content needs a push The average Hollywood movie spends 50-60% of production budget on distribution.
    27. 27. #forward16 | 30 Paid vs. Organic Search Traffic Brand Awareness Organic Search Share of Voice Unbranded Search Traffic Cost per Lead Conversions Total Conversions % of Leads Sourced by Content Marketing Time on Site Brand Health Social Shares Subscriptions Repeat Visitors Bounce Rate Retention Rate Upsells Retention CONTENT MARKETING KPI FRAMEWORK
    28. 28. #forward16 | 31 CONTENT MARKETING KPI DASHBOARD
    29. 29. #forward16 | 32
    30. 30. #forward16 | 33 Let’s build something amazing together. Michael Brenner CEO, Marketing Insider Group @BrennerMichael
    31. 31. #forward16 | 34
    32. 32. #forward16 | 35 QUESTION & ANSWERS

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