10 Ways To Boost Your Content Marketing


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10 Ways To Boost Your Content Marketing gives you a framework to help your small business use content effectively. Content marketing is an important part of the overall marketing mix and improves both social media and SEO.

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10 Ways To Boost Your Content Marketing

  1. 1. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe 10 WAYS TO BOOST YOUR CONTENT MARKETING
  2. 2. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe Gary Fox is an internet marketing consultant and founder of TribalCafe. He focuses on helping businesses, non- profits and government harness social media and web technology to achieve their online goals. Personal twitter @somebrainfuel - ask away! Gary Fox // Page 2
  3. 3. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe The Trends In Content Marketing….……….….…4 Key Trends………………………………………………………..………..5 Why Is Content Marketing Important……..……………………..6 Content Marketing By the numbers……………………..………..8 10 Ways To Boost Your Content…..……………………………..12 Set Goals and Objectives….………………………………..……...14 Use Marketing Personas……………………………………..………16 Audit Your Content….………………………………………..……….19 Map Content To Buying Cycle..…………………………..……….20 Create Editorial Calendar……………………………..…….……...21 Produce Amazing Content……………………………………….….23 Tell Compelling Stories……………………………………………….26 Harness Social Media…………………………………..…..………..28 Create Clear Call To Actions……………………………..…….…..32 Measure and Improve……………………………………..…………35 About TribalCafe.……….….…………………………36 TABLE OF CONTENTS // Page 3http://www.facebook.com/thetribalcafe
  4. 4. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe CHAPTER 1 THE BIG TREND - CONTENT MARKETING // Page 4
  5. 5. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe 10 WAYS TO BOOST YOUR CONTENT MARKETING // Page 5 THE TREND 90% of respondents believe that content marketing will become more important over the next 12 months 73% of digital marketers agree that ‘brands are becoming publishers’. 64% agree that content marketing ‘is becoming its own discipline’.
  6. 6. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 6 10 WAYS TO BOOST YOUR CONTENT MARKETING WHY IS CONTENT MARKETING IMPORTANT? Content marketing: A way of creating and sharing content to promote an idea, engage an audience and spur them to action. It’s an integrated, targeted approach to marketing with quality content at its heart. Content Marketing Definition Content demonstrates expertise Content improves visibility Content boosts word-of-mouth Content gives you a wider (and stronger) reach Content improves your SEO Content Marketing Benefits
  7. 7. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe If Google thinks your site is relevant, it will rank it more highly 10 WAYS TO BOOST YOUR CONTENT MARKETING SEO PAID SOCIAL Search Engine Optimisation (SEO) Getting found on search engines is vital to generating traffic to your website. Content improves your SEO. Paid Advertising increases your exposure to your target audience. Telling people now has given way to solving problems. Content improves ad engagement. If people find good quality content they will share it with others who they think will also enjoy it. Quality counts. Content builds brand reach // Page 7
  8. 8. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe CHAPTER 2 CONTENT MARKETING BY THE NUMBERS // Page 8
  9. 9. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 9 10 WAYS TO BOOST YOUR CONTENT MARKETING BENEFITS 79% use content marketing for brand awareness, 74% for customer acquisition and 71% for lead generation. Source: Content Marketing Institute and MarketingProfs 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. Source: Content Marketing Institute and MarketingProfs 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them. Source: Engage 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them. Source: Content Marketing Association 77% of people understand that an organization’s goal for custom content is to sell them something, but are OK with it as long as it provides value Source: Content Marketing Institute and MarketingProfs
  10. 10. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 10 10 WAYS TO BOOST YOUR CONTENT MARKETING BENEFITS Marketers, on average, spend over 25% of their marketing budget on content marketing. Source: B2B Marketing Insider Interesting content is a top 3 reason people follow brands on social media. Source: Content+ Blogs give websites 434% more indexed pages and 97% more indexed links. Source: Content+ The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). Source: Hubspot B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. Source: Social Media B2B
  11. 11. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 11 10 WAYS TO BOOST YOUR CONTENT MARKETING BENEFITS Cost per Acquisition Website traffic
  12. 12. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe CHAPTER 3 10 WAYS TO BOOST YOUR CONTENT // Page 12
  13. 13. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe 10 WAYS TO BOOST YOUR CONTENT MARKETING Set Goals and Objectives Develop Customer Persona(s) Audit Your Content Map Content To Buying Cycle Create Editorial Calendar Produce Your Content Tell Compelling Stories Harness Your Social Media Use Call To Actions For Leads Measure And Improve // Page 13
  14. 14. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 14 80% of marketers incorrectly begin with tactics instead of goals SET GOALS AND OBJECTIVES Every business or organisation has objectives. They are simply a matter of deciding where you want to be and when you want to get there. Strategies are the things you need to do to accomplish your objectives. If your objective is where you want your company to be, the strategy is the route you need to take to get there. OBJECTIVE STRATEGY TACTICS For example: if the purpose of your marketing plan to launch a new product. If so your objective might read: “Achieve £500k of sales first month.” For example: if the objective is to achieve £500k first month your strategies might be one or more of the following: • Develop promotional offer to existing customer base • Promote through top ten resellers • Develop Paid advertising campaigns though Facebook & Google Whereas strategies establish a broad outline of how you want to achieve your objectives, tactics are specific actions. For example: If you strategy is to develop a paid advertising campaign through Facebook: Develop a tab on a Facebook page called “Special Offer For Fans” Set A/B multivariate ads targeted at 32-40 year old mums.
  15. 15. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe Brand reach – the numbers Leads – the numbers Conversion ratio Average sales/profit Total sales and profit Total sales and profit Total sales/profit by channel Total sales by month Number of customers Number of leads KNOW YOUR NUMBERS Brand exposure SET GOALS AND OBJECTIVES Taking time at this stage will help you in the long run. Once you have produced an initial plan go back over it and make sure it is realistic and achievable. Use your peers and others to ask questions about your plan – this can be a good litmus test as to how well it work. If you can answer all the questions and the numbers stack up then you are ready. // Page 15
  16. 16. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 16 • What are their biggest concerns, needs, and interests? • Where can you reach them – on search engines, social media, or blogs? • What kinds of content do they prefer? These questions will help you develop buyer personas. Download a marketing persona template here Develop a detailed picture of your target audience in order to create optimal content for them. Who are your ideal prospects? Got To Download Page USE MARKETING PERSONAS
  17. 17. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 17 Develop a detailed picture of your target audience in order to create optimal content for them. Who are your ideal prospects? USE MARKETING PERSONAS CREATE YOUR PERSONAS DEFINE YOUR SEGMENTS RESEARCH • What are the biggest problems they are trying to solve? • What does he or she need most? • What information are they typically searching for? • What trends are influencing their business or • personal success? Developing your marketing personas should be aligned to how you segment your customers base e.g. you might sell in different market sectors and so need to develop marketing personas based on these sectors. Key Action: Keep It Simple To Start With – If you make it too complicated people in your business will get lost and not buy-in to using them. Get traction and focus on what will make a difference.
  18. 18. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 8 USE MARKETING PERSONAS Use it to produce content that helps them Analyse the customer path to buying Analysing the path that prospects take on the journey to becoming a customer is a great way to get insights about the needs and challenges of your target audience. Produce powerful targeted marketing communication that speak directly to your target audiences needs, values, interests and needs you can increase your engagement. People like to know that you understand them. A good marketing communication should speak to your target customer in a way that they understand. These two marketing methods help you use the right content at each point of the customer buying process.
  19. 19. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe CONDUCT A CONTENT AUDIT Once you have constructed buyer personas and developed a better understanding of your audience, it is time to stock of what you currently have and use. Video eBook Blog Posts Whitepapers Examine the content you’ve created in the past year or more – everything from blog posts, ebooks, videos and whitepapers. Create a spreadsheet that lists all these items by their title and label them using the headings below. Content Type Topic (tag) Frequency Produced Traffic Shares Leads CONDUCT A FORMAL CONTENT AUDIT // Page 19
  20. 20. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe MAP THE JOURNEY Define the persona’s motivation at each stage. I need to get more done, faster and easier. I want to see what other options there are to improve workflow I want to know the pros and cons. want to make sure this is a good idea and is easy to implement I want this product because it ___ What questions is your persona asking at each stage? Is there some way to improve workflow and make things easier and integrated? What does this product do? How is this product different from what I do today? How hard will this be for me to use? How much learning is involved and what help is available? How do I get training and support? Define the key messages and value propositions There are better tools than what you’re using today, so you can do more and save time and money. Here’s how easy it is to use, faster to use, all data in one place, keep everyone updated automatically in real time. Feature comparisons, detailed how-to demos. Migrating is easier, training is free. N/A What do they respond to? Short simple online demos & case studies Short videos showing key usages with tool. Webinar taught by Professional. Offer matrix comparing the features. Free training on use. Knowing import of data is automated. Process/how-to guides. Little to no involvement. Provide feedback/input on likely adoption. MAP THE JOURNEY Your content will play an important part of how a customer makes a decision about your business. By providing helpful and educational information you can reduce the ‘friction’ to buy. Consider your buyer personas and study the results of your past marketing efforts to identify the key stages that a prospect goes through before becoming a customer. // Page 20
  21. 21. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe CREATE A CONTENT CALENDAR // Page 21 An editorial calendar is your roadmap for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your strategy. It also helps to keep you focused.
  22. 22. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe CREATE A CONTENT CALENDAR // Page 22 Producing great content needn’t be as hard as you think. In your organisation there will probably be people who have knowledge and expertise you can tap into. Use interviews to draw out useful information and also make sure you give credit to those people in your article, blog or podcast. Follow industry reports and events these are a great resource for spotting latest news, impact of market changes, mergers and acquisitions, new ideas as well as factors impacting your market e.g. environmental considerations. Listen through social media channels to spot trends and make sure you use these to make you own point and piggy back on them. Use social media to conduct surveys, polls and these can turn into multiple posts.
  23. 23. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 23 PRODUCE AMAZING CONTENT Produce relevant, helpful and fun content. TYPES OF CONTENT Not all content is the same. Some pieces of content take longer to produce or are simply more expensive to commission if you outsource it. Typically videos and whitepapers involving research are examples where they demand a lot more preparation and resources. Start to think about how you can repurpose your content. For example a piece of research could be turned into several blog posts and be a great topic for interviews. There is a big trend towards visual content – make sure you consider this and don’t purely use text.
  24. 24. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 24 PRODUCE AMAZING CONTENT TYPES OF CONTENT Newsletter Article Video Podcast Webinar Pictures Whitepaper eBook Blog Interview Infographic Lists
  25. 25. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe Blog Ideas 1. Write a how-to articles 2. Weekly round-ups 3. Use lists: i. Pull together key facts around your market or sector ii. Produce a list of key people iii. Trends to watch 4. Step by step guides 5. Industry changes and what they mean to your customers 6. Share thoughts on industry reports 7. Share excerpts from webinar 8. Conduct a poll and use it to make a point 9. Use excerpts from interviews 10. Point out common mistakes people make and how they can avoid them 11. Produce a blog series for large topics that guide people 12. Do some customer research 13. Post about events and feedback from people attending 14. Use breaking industry to news to put forward suggestions for change 15. Ask others for ideas in your industry PRODUCE AMAZING CONTENT Think like a publisher // Page 25
  26. 26. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 26 TELL COMPELLING STORIES We are hard wired to listen to stories. They are interwoven into every part of our lives and how we communicate. It’s no surprise then that being good at telling a story translates into content that gets shared. Telling a story is a great way to stand out from the crowd and connect with people at a human level. WHAT IS A STORY? At its simplest, a story is an accounting of an incident or event but it can be much more. A story can help people make sense of the world, be inspired and remind people of the human elements to your business. By being able to tell a story, you’re able to bring some real personality to what it is you do, and at the same time, convince people that you know what you are doing. Once Upon A Time The key to a good story is in the planning. Don’t rush it. Look for stories that will connect with your audience. Stories should be about people, preferably your customers – they are your heroes!
  27. 27. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe Our modern world can be seen as a return to tribalism in which people gather around shared interests. Message Conflict Plot Characters WHAT MAKES A GREAT STORY TELL COMPELLING STORIES 1. Define your message - what are you trying to achieve, not profit or more sales, this is about defining a human goal e.g. Nike used to use Just Do It – their mission is to help people achieve more by innovating in sport. When we craft stories to resonate deeply with one tribe, we are more likely to turn that tribe’s members into evangelists. Use emotion Make It Unique Find Your Heroes 2. Identify a conflict - what are the problems that force you to act? How do you restore harmony? Example: write about a customer: in their business what challenges they had to overcome – situations, inner conflict e.g. had to overcome fear of selling, social e.g. not done before… 3. Use Personas – be clear on your characters and how they also relate to your brand. Identify what makes your hero: leader, ruler, caregiver, rebel… 4. Plot the plot – keep it simple and easy to understand. Think about the stories that you remember best or those you recall the longest. Most of them can be boiled down to just a few sentences or a key lesson. Be as creative as you can when thinking about the approach you want to take for telling your story. // Page 27
  28. 28. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 28 HARNESS YOUR SOCIAL MEDIA ALIGN SOCIAL MEDIA TO YOUR BUSINESS GOALS • Build brand awareness. • Protect brand reputation • Learn more about your target audience • Increase customers or warm leads • Enhance revenue generation. • Extend customer service. • Create brand advocates. Focus on the long term goals and benefits of building a community The quality of your content will determine how much it gets shared. To make sure your making the most of your content make sure you marry up your SEO keywords with your content online. Secondly you need to think about using tactics like hashtags - #. Hashtags are often used to aggregate content and people frequently use them for searching on topics. Research what hashtags are used in your sector and use when and where relevant when tweeting.
  29. 29. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 29 HARNESS YOUR SOCIAL MEDIA Make sure all your content is available in a digital format. This allows people to share it spontaneously with their friends through social networks and e-mails. Next to that, make sure that you connect 'share' buttons to all your content pieces. The philosophy is simple: create easy opportunities for your target audience to follow and share everything you say. CREATE KILLER HEADLINES Want to write great headlines and even better content? Start with the headline first. You’ll of course have a basic idea for the subject matter of your blog post, article, free report, or sales letter. Then, simply take that basic idea and craft a killer headline before you write a single word of the body content. Why? Because that is what people see in Tweets, Facebook posts and it is one of the first impact on your blog. Five tips for your headlines 1. Provide a clear benefit to your target market 2. Use a sense of urgency – e.g. 10 quick ways to win at content 3. Deliver on the promise – make sure your content matches 4. Is short and to the point – quick and snappy 5. Uses your keywords – important for SEO MAKE THE CONTENT EASY TO SHARE?
  30. 30. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe HARNESS YOUR SOCIAL MEDIA Take a number. Teach me Ask a question Are you talking to me? Just say no. Take advantage of stars and/or popular trends. Make an unusual association. Be a contrarian. SOME TITLE FORMULAS TO HELP YOU 10 Free Tips To Boost Blog Engagement The Ultimate How To Content Marketing Book What makes people click a headline? Are you getting the best out of your content marketing? Content Marketing Is Doomed To Fail How Beyonce Uses Content Marketing To Stay Famous Content Marketing and The Three Little Pigs Don’t make these common Content Marketing mistakes // Page 30
  31. 31. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe KNOW YOUR TARGET AUDIENCE HARNESS YOUR SOCIAL MEDIA Try to keep them enthralled. The average classroom presentation by a student contains 2.5 statistics each minute, but only one in ten attempts to tell a story. Yet if you ask the students in the audience what they remember from all these presentations, 63% say that they remember the stories, whereas just 5% remember the statistics. By listening on social media for the keywords and topics your customers use, you can build up a profile of what they read and where. Listening to social media is how you can understand not only what their problems are but what interests them. This should shape your content and help with ideas. Posting content to different social networks and enabling others to share it is vital. Invite others in to comment on your content,m review it and participate. Always make sure you recognise and acknowledge people that share your content REMEMBER THE STORY // Page 31
  32. 32. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe USE CALL TO ACTIONS // Page 32 To break through and efficiently maximize response on social media platforms, a contextually relevant, optimized call-to-action is needed. At its core, a social media call-to-action is a hook to entice prospects and reel them in to take the next step in your process. WHAT IS A CALL TO ACTION? A call-to-action is an integral and often overlooked element of an effective social media strategy. Social media gets prospects, customers and the public primed to want to find out more about your offering or to engage with you further but you must lead them to the next step in your sales or other conversion process. Here are three reasons to use a social media call-to-action. While a call-to-action seems like a small item, it can be the difference between getting your readers to actively engage with you or your brand.
  33. 33. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe USE CALL TO ACTIONS CHECKLIST TO OPTIMISE CALLS-TO-ACTION Make your request clear. Don’t confuse people with too much text or an unclear message. Incorporate visual cues and colour to make your offer stand out. Employ a bright or contrasting colour to draw attention to your call-to- action. What Is The Value? Think as if you were a customer and ask yourself “What’s in it for me?” and make sure it is clear what you want them to do. Create a sense of urgency. You must provide potential buyers with a reason to act now because once they leave your social media venue, they may not return. Remove the risk. Reduce people’s anxiety with a money back guarantee or equivalent offer for non-purchases. Include social proof. Show that other people have taken advantage of this offer. Make It Visible If readers need to scroll down on your content or landing page, you’ve reduced the chance that they’ll respond to your offer. Remember out-of- sight is out-of-mind. // Page 33
  34. 34. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe Like us on Facebook Share this offer with friends Watch this video FREE for a limited time Download Now Register now Add your comment Sign Up And Get News and Updates Try It For Free Get Started in Seconds BUY NOW Get 10% Off This Month Only USE CALL TO ACTIONS CHECK OUT THESE CALL TO ACTIONS // Page 34
  35. 35. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe // Page 35 MEASURE AND IMPROVE HOW TO MEASURE AND IMPROVE By working through this eBook you should have set your objectives and audited your content. You can use the measures from your content audit to evaluate your content performance. Success will depend upon what objectives you are trying to achieve. Listed below are some typical content marketing measures you can use. The key to measuring performance is to link each part of your sales process and ensuring that your measures link together. Content marketing success takes time. Just because you develop a couple of really great articles or blog posts or videos doesn’t mean you’ll convert a lead to a sales opportunity tomorrow. Give it enough time to make a difference. For example, if your sales cycle is typically 9 months, deploying a content marketing pilot across one quarter will not demonstrate the results the program can achieve. Content marketing is not a campaign with a start and stop date. Be Consistent Build It With SEO Optimise Social
  36. 36. www.tribalcafe.co.uk http://www.facebook.com/thetribalcafe Want to grow your brand online – why not let us help you put the pieces together and improve how you get more leads, customers and sales. Want to Integrate Social Media Into Your Marketing? Improve The Results You Get From Your Marketing Spend? // Page 36