Content Marketing Strategy in (roughly) 10 Steps

  • 321 views
Uploaded on

Practical approach for using content to grow and engage your audience, and achieve your online goals.

Practical approach for using content to grow and engage your audience, and achieve your online goals.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
10
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Content is your digital currency, you need valuable content in order to attract, grow and engage your customers – and ultimately it facilitates
  • Content by itself is just that – just content. It may be entertaining, it may be educational, valuable or insightful but it is meaningless without focused goals. Your challenge is to develop a content strategy that supports your business goals and that facilitates key actions.
  • Your goals are unique and could include:Build trustStrengthen brandExpand reachAttract customersAddress customer pain-points and prioritiesAttract strategic partnersNurture relationships with customersDevelop new ideasSolve problemsStrengthen SEO
  • where you will post, share and engage people with your links
  • where you will post, share and engage people with your links
  • There are great tools to help measure the effectiveness of your content marketing activities
  • The meal lives on your website!
  • Make a list of topics, and prioritize them
  • We have established that you are a SME, and that you really do know your audience best.
  • Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
  • Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
  • Google Alerts for topicsNetvibes to create dashboards
  • Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
  • Visual Content rulesAdd relevant visuals to all of your content on Blogs, social networks
  • Use a content calendar. Identify important dates and milestones and then plug in topics/themes and build content around that.
  • Through consistent sharing of valuable content, in a context that is meaningful and relevant to your audience – you will get the attention of your audience and see it grow accordingly.
  • Reward Engagement
  • Strong CTA’s infused at the right time facilitates key actions by fansMake sure you provide value all the time. Especially when you are asking for something – you must give something in return.
  • Customer focused content delivered consistently creates fans who not only want what you have, but also refer you to friends and connections.An engaged audience wants what you haveRefers you to connections, friends
  • Customer focused content delivered consistently creates fans who not only want what you have, but also refer you to friends and connections.
  • There are great tools to help measure the effectiveness of your content marketing activities
  • There are great tools to help measure the effectiveness of your content marketing activities

Transcript

  • 1. Content Marketing Strategy in (roughly) 10 Steps Susan Cato Director of Digital Strategy Chief Troublemaker susan.cato@balanceinteractive.com @susancato
  • 2. Content is currency — something we trade for our audience’s attention. - Frank Strong, CopyBlogger
  • 3. Strategy
  • 4. 1 Define Goals • Examples: – Strengthen Brand – Expand Reach – Generate Leads – Solve Problems – Attract Strategic Partners
  • 5. Online2 Assessment • Website • Social Networks • Marketing Initiatives
  • 6. 3 Research Audience • Where are they? • Inventory Priorities • Identify Influencers: groups/people/organizations
  • 7. Online InfluencersWhat/Who First Last Type Beat/Focus URL Twitter http://www.facebook.com/home.php?skFacebook Group: "Cloud Computing" FB Group Cloud Computing =group_8450870046 http://www.linkedin.com/groups?gid=61LinkedIn Group: "Cloud Computing" LI Group Cloud Computing 513&mostPopular=&trk=tyahCloud Computing Blog: "Chaotic Flow" Joel York Blog Cloud Computing http://chaotic-flow.com/ ChaoticflowCloud Computing Blog: "Cloud Computing" Chirag Mehta Blog Cloud Computing http://cloudcomputing.blogspot.com/ chirag_mehtaCloud Computing Blog: "Cloud CTweaks" Blog Cloud Computing http://www.cloudtweaks.com/ Cloudtweaks http://www.infoworld.com/d/cloud-Cloud Computing Blog: "Infoworld Cloud Computing Blog" David Linthicum Blog Cloud Computing computing/blogs DavidLinthicumCloud Computing Blog: "SaaS Blog" Blog Cloud Computing http://www.saasblogs.com/ DatamationCloud Computing Blog: "Smooth Span" Bob Warfield Blog Cloud Computing http://smoothspan.wordpress.com/ BobWarfield http://www.zdnet.com/blog/saasCloud Computing Blog: "Software as Services" Phil Wainewright Blog Cloud Computing zdnet, pchilwwTwitter: @Health_IT TW Healthcare IT health_itTwitter: @HITNewsTweet TW HealthcareIT Hitnewstweet http://www.facebook.com/healthcareitnFacebook Page: "Healthcare IT News" FB Group HealthcareIT ews http://www.linkedin.com/groups?gid=40 096&mostPopular=&trk=tyahLinkedInLinkedIn Group: "Health Informatics Technology (HIT)" LI Group Healthcare ITLinkedIn Group: "Healthcare Information & Management http://www.linkedin.com/groups?gid=93Systems Society" LI Group Healthcare IT 115&mostPopular=&trk=tyah http://www.facebook.com/staysafeonlinFacebook Page: "National Cyber Security Alliance" FB Group Cybersecurity e http://www.linkedin.com/groups?gid=38LinkedIn Group: "Information Security Community" LI Group Cybersecurity 412&mostPopular=&trk=tyahTwitter: @cybersecure TW CybersecurityTwitter: @msftsecresponse TW Cybersecurity http://www.linkedin.com/groups/IT- Specialist-Group- 37485?gid=37485&mostPopular=&trk=tyLinkedIn Group: "IT Specialist" LI Group General IT ah
  • 8. ToolsUsername Name Tweet Homepage Location Followers Time EC- Shoppers, take extra caution on Cyber Monday http://t.co/QwIoZUwkECCOUNCIL COUNCIL #infosec #hack #cybersecurity http://www.facebook.com/ECCouncil 4260 11/26/2012 20:00 Aanval IDS Begin the full #Aanval SAS install from with our first of five demonstrationaanval Console videos http://t.co/kqwAMbwV #infosec #cybersecurity http://www.aanval.com/ Internet 4565 11/26/2012 12:29sylviaunlimite sylviaunlimi Goodbye paid-for antivirus! I use avast! Free Antivirus and its great.d ted Download now to stay safe. #cybersecurity http://t.co/SAx9Wzaa http://www.sylviaunlimited.com Arizona, Florida, Mexico 4953 11/26/2012 10:23 Goodbye paid-for antivirus! I use avast! Free Antivirus and its great.Flavien7 Flavien Download now to stay safe. #cybersecurity http://t.co/COO4EzD8 http://flavien7.wifeo.com jeremie/Haiti 5053 11/27/2012 0:10 ☆Follow•B ack•Seguro Goodbye paid-for antivirus! I use avast! Free Antivirus and its great.RodriiOlivera ☆ Download now to stay safe. #cybersecurity http://t.co/GnUdg2J0 http://estilofm.xtrweb.com/ Montevideo - Uruguay 5521 11/26/2012 22:10softwarecand Software How to Devise Passwords That Drive Hackers Away http://t.co/NfLzQxJWy Candy #security #cybersecurity http://www.softwarecandy.com Burlington, VT, USA 7009 11/26/2012 15:44myraemacdon Myra RT @Londonstani: I love #cybersecurity. Its like the coldwar is back.ald MacDonald Everyone sounds so happy to be in their (state actor) comfort zone ... http://blogs.reuters.com/pakistan/ London 7871 11/26/2012 9:44 EU in the .@Eu_Commission takes concrete actions to tackle #cybersecurity risksEUintheUS US http://t.co/v13BZRuA http://www.eurunion.org Washington, DC 7955 11/26/2012 20:20 Manufactu On demand webcast: Learn how to secure mobile devices & createMfgExecutive ring Exec. enterprise #cybersecurity http://t.co/mzhRLVPU #mobility #CIO http://www.manufacturing-executive.com New York 8239 11/26/2012 13:20 debbiemah Need to make a #Cybersecurity plan? Heres an easy planner!DebbieMahler ler http://t.co/JO6N0XIs via @FCC #NCSAM http://internettechspecialists.com Algonquin, IL 9333 11/26/2012 9:05DigitalAgenda Digital The @EU_Commission supports research on #CyberSecurityEU Agenda http://t.co/vB5vssCf http://ec.europa.eu/digital-agenda Europe 9702 11/26/2012 12:05 Anonymou RT @AnonyOdinn: Secrecy and Presidents #Cyber DirectiveOpPinkPower s http://t.co/4BdjELkg BO Tries to Hide #Cybersecurity... http://t.co/xbl1vJH9 http://anonymissexpress.cyberguerrilla.org Earth 10702 11/26/2012 8:26 CoreSecurit When it comes to #cybersecurity protection, the biggest problem for mostCoreSecurity y SMBs is awareness http://t.co/oOQzglvB via @jd_harrison http://blog.coresecurity.com Boston, MA 14007 11/26/2012 9:30 Michele This is scary RT @BlueLance: Hotel Room Buglar Exploits Critical Flaw inprosperitygal Price Electronic Door Locks http://t.co/d1VsoC6v #Hotel #CyberSecurity http://www.linkedin.com/in/micheleprice Houston,Texas 38001 11/26/2012 21:17
  • 9. Tools Mentions ImpactSentiment
  • 10. STOP!Document your plan
  • 11. 4 Develop Content • Audience-focused topics • Keyword research • Curate and create • Create layered content • Organize & Schedule
  • 12. Audience-Focused Topics Remember! No matter what type of content you are creating – it’s about your audience, not you!
  • 13. Keyword ResearchTopics Keywords
  • 14. Use Keywords Consistently • On your website: – Headlines, descriptions, metadata, tags, content, page titles • In social postings: – Tags, hashtags, categories, descriptions, video, narrative
  • 15. Curating and Creating Content
  • 16. Your Content1. Guest Blog 12. Podcasting booth at your next conference.2. Webinars: Live and recorded Pre-schedule interviews with key people and get people to do spur of the moment interviews.3. How-to Videos Ask everyone one ‘burning question’4. Blog post series based on customer questions 13. Create useful tools/templates: decision (written or video) matrix, spreadsheet, analytics dashboard,5. Whitepapers that address problems or checklists, challenges 14. Product Demos: Video, Powerpoint, Images6. Q&A Series: Webinar, Teleclass, Twitter 15. Teleclass series7. eBook: Top blog posts, how-to guides, 16. Infographics, data points from research resource guides reports8. Turn best blog posts into Powerpoint 17. Podcast series from any recorded material presentations and/or video. 18. Photos/images to tell a story9. Virtual Conference: Gather a small group (3-5) of knowledge experts and create a virtual 19. Pinterest boards for resources, how-to’s, conference. Have each person give a virtual galleries session or workshop. These can be recorded 20. Event content repurposed: quotes, as well. presentations, video10. Reviews: Written or Video. Products, books, 21. Interview an industry expert, popular blogger, information products, events, etc. knowledge expert and record it. Create blog11. Create an industry report: include interviews posts and video/audio podcasts. with knowledge experts. Create written and video versions. Monthly industry roundups are great too.
  • 17. Content Layering Research Report
  • 18. Third Party Content• Industry • Photos/images publications • Infographics• Video channels • Research• Twitter feeds • eBooks• Blogs • Pinterest boards• Articles • Webinars• Podcasts • Tutorials• Books
  • 19. Use a Content Dashboard
  • 20. User-Generated Content • Turn customer boards, blogrolls, comments, questions, resource lists inquiries into topics for • Wikis to solve content. problems or generate • Guest bloggers ideas • Contests: Video, Photo • Photos/images around a topic or tag • Curate pre-curated content: Pinterest
  • 21. Visual Content
  • 22. 5 Share Links • Social posts • Schedule appropriately • Write for the medium • Track links
  • 23. Content Mix 10% Direct promotions 30%Links to company content 60% Links to third party content
  • 24. Use a Social Content Calendar
  • 25. 6 Attract Audience • Attract customers • Expand your reach • Consistency + Value = Growth
  • 26. Engage7 Customers • Consume, participate, share and use your content. • Turns into interest in what you have to sell or offer.
  • 27. 8 Take Action • Once your audience is engaged, it will be easier to get them to act.
  • 28. Optimize for Action• Define your top key actions for your website and build the site around them.• Optimize main landing pages – these are the pages you are driving traffic to. – Topics/Keywords – Key Tasks – CTA’s
  • 29. Place CTA’s everywhere
  • 30. Give to Get• Create a useful tool or template – decision matrix, spreadsheet, analytics dashboard, etc., that can be distributed as a thank you when customers take key actions.• Drip feed your content
  • 31. Give Resources
  • 32. Nurture9 Relationships • Encourage and reward engagement • Be consistent • Be present
  • 33. Monitor10 Performance • Measure what works and what doesn’t • Track over time
  • 34. ToolsIntegrates with Salesforce
  • 35. ToolsCrowdbooster
  • 36. Measure, learn, improve… and repeat
  • 37. Let’s Recap 1. Define 6. Attract 2. Assess 7. Engage 3. Research 8. Act 4. Create 9. Nurture 5. Share 10.Monitor
  • 38. Key Takeaways• Begin with one goal• Organize content around audience-focused topics/keywords• Visual content rules• Optimize• Give to get• Track, measure and improve
  • 39. Thank You Susan Cato Director of Digital Strategy Chief Troublemaker susan.cato@balanceinteractive.com @susancato