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...
Seriously, How Do I
actually execute
Content Marketing?
JAY ACUNZO | @JAY_ZO
Jay Acunzo | @Jay_zo
(BosContent.com)
(+ VC world soon)
Agenda:
• Why Content?
• How to Execute
– Revealing Patterns
– Lean on Three Things
– Visual Playbook
• Resources
• Q&A
(M...
A Story…
A Story…
Sit through THIS,
sucker!
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)
My Goals For Today
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
•Inspire some to execute better
@Jay_zo
My Goals For Today
•Help everyone visualize & understand
•Inspire some to execute better
•Improve .0000001% of the web
@Ja...
My Goals For Today
•Help everyone visualize & understand
•Inspire some to execute better
•Improve .0000001% of the web
@Ja...
Why
Content?
(ASIDE FROM THE BUZZ DU JOUR)
To be a great modern
marketer is to accept
1 simple truth:
@Jay_zo
To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power.
@Jay_zo
To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power.
Period.
@Jay_zo
Three Causes
@Jay_zo
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)
How to
Execute
(OR, “HELP! HELP! MY BOSS WANTS ME TO,
LIKE, WRITE STUFF NOW!”)
@Jay_zo
At HubSpot…
• 5-8 blog posts/day
• 4-6 premium resources/month
• 1.5M views, 250K subscribers
• 50K monthly leads
Title and Content Layout with List
• Add your first bullet point here
• Add your second bullet point here
• Add your third...
@Jay_zo
Process, Infrastructure, & Foundation
How to Execute:
2 Revealing Patterns
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
29
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo
30
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes
to zero
Unpredictable
traffic
@Jay_zo
31
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by
building inventory.
@Jay_zo
32
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old
posts and inventory
of helpful content.)
@Jay_zo
On HubSpot’s Blog
• 70% of traffic from posts older than 1 month
• 50% of top 10 most viewed monthly posts older than 1 mo...
How to Execute:
Lean on 3 Things
PEOPLE | PERSONAS | PROCESS
@Jay_zo
1. People (Not HubSpotter.)
(PhotoBomber.)
@Jay_zo
2. Personas
Fictional representations of your
ideal customers based on real data
about demographics and behavior,
...
@Jay_zo
“Create content for
marketers.”
“Create content for
Mary.”
?
@Jay_zo
2. Process
@Jay_zo
2. Process
@Jay_zo
2. Process
What’s This Process
Actually Look Like?
Planning Production
Analysis Distribution
Goal
3. Process
Content Team Workflow
@Jay_zo
Planning Production
Analysis Distribution
Goal
3. Process
Content Team Workflow STOP! Get These First…
• Personas
• Visual...
3. Process
Blog +
“Atomize”
Email +
Social
Paid & Partner
Promotion
Audience
Outposts
Core
Content
Campaign Playbook
@Jay_...
3. Process
Blog +
“Atomize”
Email +
Social
Paid Promotion
Partners +
Outposts
Core
Content
Campaign Playbook
@Jay_zo
Turni...
Planning Production
Analysis Distribution
Goal
3. Process
Blog +
“Atomize”
Email +
Social
Paid & Partner
Promotion
Audienc...
@Jay_zo
Recap
Thank You! Questions?
@Jay_zo
Resources
Boston Content (local focus)
• boscontent.com
Buyer Persona Template
• tiny.cc/per...
Aquent/AMA Webcast- Content Marketing: How to Sustain It, Find Success, and Scale
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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 -- 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.

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

  1. 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. 2. Seriously, How Do I actually execute Content Marketing? JAY ACUNZO | @JAY_ZO
  3. 3. Jay Acunzo | @Jay_zo (BosContent.com) (+ VC world soon)
  4. 4. Agenda: • Why Content? • How to Execute – Revealing Patterns – Lean on Three Things – Visual Playbook • Resources • Q&A (More) (Less) Outcome:
  5. 5. A Story…
  6. 6. A Story… Sit through THIS, sucker!
  7. 7. @Jay_zo Make Stuff People Want Make People Want Stuff Modern Marketing: (via Smithery.co)
  8. 8. My Goals For Today @Jay_zo
  9. 9. My Goals For Today •Help everyone visualize & understand @Jay_zo
  10. 10. My Goals For Today •Help everyone visualize & understand •Inspire some to execute better @Jay_zo
  11. 11. My Goals For Today •Help everyone visualize & understand •Inspire some to execute better •Improve .0000001% of the web @Jay_zo
  12. 12. My Goals For Today •Help everyone visualize & understand •Inspire some to execute better •Improve .0000001% of the web @Jay_zo
  13. 13. Why Content? (ASIDE FROM THE BUZZ DU JOUR)
  14. 14. To be a great modern marketer is to accept 1 simple truth: @Jay_zo
  15. 15. To be a great modern marketer is to accept 1 simple truth: Consumers have all the power. @Jay_zo
  16. 16. To be a great modern marketer is to accept 1 simple truth: Consumers have all the power. Period. @Jay_zo
  17. 17. Three Causes @Jay_zo
  18. 18. @Jay_zo Make Stuff People Want Make People Want Stuff Modern Marketing: (via Smithery.co)
  19. 19. How to Execute (OR, “HELP! HELP! MY BOSS WANTS ME TO, LIKE, WRITE STUFF NOW!”)
  20. 20. @Jay_zo At HubSpot… • 5-8 blog posts/day • 4-6 premium resources/month • 1.5M views, 250K subscribers • 50K monthly leads
  21. 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. 22. @Jay_zo Process, Infrastructure, & Foundation
  23. 23. How to Execute: 2 Revealing Patterns
  24. 24. @Jay_zo Pattern 1: vs.
  25. 25. @Jay_zo Pattern 1: vs.
  26. 26. @Jay_zo Pattern 1: vs.
  27. 27. @Jay_zo Pattern 1: vs.
  28. 28. 29 Most views when it launches Pattern 2: Helpful vs. “Thought Leadership” Crashes over time, but not to zero @Jay_zo
  29. 29. 30 Most views upon launch Pattern 2: Helpful vs. “Thought Leadership” Crashes to zero Unpredictable traffic @Jay_zo
  30. 30. 31 Pattern 2: Helpful vs. “Thought Leadership” Grow this by building inventory. @Jay_zo
  31. 31. 32 Pattern 2: Helpful vs. “Thought Leadership” (Boosted by old posts and inventory of helpful content.) @Jay_zo
  32. 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. 33. How to Execute: Lean on 3 Things PEOPLE | PERSONAS | PROCESS
  34. 34. @Jay_zo 1. People (Not HubSpotter.) (PhotoBomber.)
  35. 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. 36. @Jay_zo “Create content for marketers.” “Create content for Mary.” ?
  37. 37. @Jay_zo 2. Process
  38. 38. @Jay_zo 2. Process
  39. 39. @Jay_zo 2. Process
  40. 40. What’s This Process Actually Look Like?
  41. 41. Planning Production Analysis Distribution Goal 3. Process Content Team Workflow @Jay_zo
  42. 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. 43. 3. Process Blog + “Atomize” Email + Social Paid & Partner Promotion Audience Outposts Core Content Campaign Playbook @Jay_zo
  44. 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. 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. 46. @Jay_zo Recap
  47. 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
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