Aquent/AMA Webcast- Content Marketing: How to Sustain It, Find Success, and Scale

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Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- …

Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process.

This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy.

More in: Marketing
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  • 1. Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process. This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy. Content Marketing: How to sustain it, find success and scale.
  • 2. Seriously, How Do I actually execute Content Marketing? JAY ACUNZO | @JAY_ZO
  • 3. Jay Acunzo | @Jay_zo (BosContent.com) (+ VC world soon)
  • 4. Agenda: • Why Content? • How to Execute – Revealing Patterns – Lean on Three Things – Visual Playbook • Resources • Q&A (More) (Less) Outcome:
  • 5. A Story…
  • 6. A Story… Sit through THIS, sucker!
  • 7. @Jay_zo Make Stuff People Want Make People Want Stuff Modern Marketing: (via Smithery.co)
  • 8. My Goals For Today @Jay_zo
  • 9. My Goals For Today •Help everyone visualize & understand @Jay_zo
  • 10. My Goals For Today •Help everyone visualize & understand •Inspire some to execute better @Jay_zo
  • 11. My Goals For Today •Help everyone visualize & understand •Inspire some to execute better •Improve .0000001% of the web @Jay_zo
  • 12. My Goals For Today •Help everyone visualize & understand •Inspire some to execute better •Improve .0000001% of the web @Jay_zo
  • 13. Why Content? (ASIDE FROM THE BUZZ DU JOUR)
  • 14. To be a great modern marketer is to accept 1 simple truth: @Jay_zo
  • 15. To be a great modern marketer is to accept 1 simple truth: Consumers have all the power. @Jay_zo
  • 16. To be a great modern marketer is to accept 1 simple truth: Consumers have all the power. Period. @Jay_zo
  • 17. Three Causes @Jay_zo
  • 18. @Jay_zo Make Stuff People Want Make People Want Stuff Modern Marketing: (via Smithery.co)
  • 19. How to Execute (OR, “HELP! HELP! MY BOSS WANTS ME TO, LIKE, WRITE STUFF NOW!”)
  • 20. @Jay_zo At HubSpot… • 5-8 blog posts/day • 4-6 premium resources/month • 1.5M views, 250K subscribers • 50K monthly leads
  • 21. Title and Content Layout with List • Add your first bullet point here • Add your second bullet point here • Add your third bullet point here @Jay_zo Holy Scale, Batman!
  • 22. @Jay_zo Process, Infrastructure, & Foundation
  • 23. How to Execute: 2 Revealing Patterns
  • 24. @Jay_zo Pattern 1: vs.
  • 25. @Jay_zo Pattern 1: vs.
  • 26. @Jay_zo Pattern 1: vs.
  • 27. @Jay_zo Pattern 1: vs.
  • 28. 29 Most views when it launches Pattern 2: Helpful vs. “Thought Leadership” Crashes over time, but not to zero @Jay_zo
  • 29. 30 Most views upon launch Pattern 2: Helpful vs. “Thought Leadership” Crashes to zero Unpredictable traffic @Jay_zo
  • 30. 31 Pattern 2: Helpful vs. “Thought Leadership” Grow this by building inventory. @Jay_zo
  • 31. 32 Pattern 2: Helpful vs. “Thought Leadership” (Boosted by old posts and inventory of helpful content.) @Jay_zo
  • 32. On HubSpot’s Blog • 70% of traffic from posts older than 1 month • 50% of top 10 most viewed monthly posts older than 1 month Huge inventory. Huge ROI. @Jay_zo
  • 33. How to Execute: Lean on 3 Things PEOPLE | PERSONAS | PROCESS
  • 34. @Jay_zo 1. People (Not HubSpotter.) (PhotoBomber.)
  • 35. @Jay_zo 2. Personas Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about their personal histories, motivations, and concerns.
  • 36. @Jay_zo “Create content for marketers.” “Create content for Mary.” ?
  • 37. @Jay_zo 2. Process
  • 38. @Jay_zo 2. Process
  • 39. @Jay_zo 2. Process
  • 40. What’s This Process Actually Look Like?
  • 41. Planning Production Analysis Distribution Goal 3. Process Content Team Workflow @Jay_zo
  • 42. Planning Production Analysis Distribution Goal 3. Process Content Team Workflow STOP! Get These First… • Personas • Visual workflow tool (my favorite: Trello) • Editorial calendar (spreadsheet or Google Calendar) • Idea pipeline (Trello or Evernote) • Match metrics to content @Jay_zo
  • 43. 3. Process Blog + “Atomize” Email + Social Paid & Partner Promotion Audience Outposts Core Content Campaign Playbook @Jay_zo
  • 44. 3. Process Blog + “Atomize” Email + Social Paid Promotion Partners + Outposts Core Content Campaign Playbook @Jay_zo Turning This Wheel… • Core content first • Blogging as distribution • Email lists nurture, but also GROW reach • Outposts = organic audience acquisition • Paid: Taboola, Outbrain, etc.
  • 45. Planning Production Analysis Distribution Goal 3. Process Blog + “Atomize” Email + Social Paid & Partner Promotion Audience Outposts Core Content Content Team Workflow Campaign Playbook
  • 46. @Jay_zo Recap
  • 47. Thank You! Questions? @Jay_zo Resources Boston Content (local focus) • boscontent.com Buyer Persona Template • tiny.cc/persona Editorial Calendar Template • tiny.cc/edcal