How to create a successful content machine

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How to create a successful content machine

  1. 1. 4 Building Your Content Machine How to Create a Content Machine
  2. 2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  3. 3. Let’s face it, being successful with content marketing is really hard.
  4. 4. That’s why there is so much Content CRAP out there.
  5. 5. That’s why there is so much Content CRAP out there. Check out the full slideshare: http://slidesha.re/ 1fgaiT8
  6. 6. The majority of the content being published gets no love at all
  7. 7. The majority of the content being published gets no love at all Even though we give them every option available to share that content
  8. 8. It’s only going to get more competitive.
  9. 9. "54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)
  10. 10. Download >> “The Life of a Remarkable Piece of Content” << Some brands are doing amazing content.
  11. 11. So how do you create a winning content marketing blueprint?
  12. 12. And help your company generate a lot more traffic and leads
  13. 13. What about if we just gave you a complete Content Marketing Blueprint?
  14. 14. LET’S GET STARTED.
  15. 15. 1 Getting Buy In
  16. 16. All great Content Marketing plans start with getting people bought into your vision
  17. 17. All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.
  18. 18. 1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
  19. 19. 2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
  20. 20. 2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue.Know the metrics your boss really cares about http://bit.ly/1k3cqDC
  21. 21. 3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
  22. 22. 4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.
  23. 23. 5. Know the trends in the market. Include key stats in your presentation to back up your points. “B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source ( http://bit.ly/1h79fpQ) "Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources" - source ( http://bit.ly/1h7bcT0) "The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)
  24. 24. 1 Getting Buy In 2 Planning
  25. 25. MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO Everything starts with your buyer persona
  26. 26. To create buyer personas for your company you need to know
  27. 27. What questions do you need to ask? What information are you looking for?
  28. 28. 1. Assumptions (Needs) (5-20 mins) – Everyone in the group writes down goal, activity, need, problem for that user. “User needs marketing software that allows her to create landing pages without help from I.T” Affinity Mapping Group Validate s 2. Assumptions (Attributes) (5-20 mins) on attributes of the different user groupins. “Marketing Directors of SMBs who need to grow leads by 50% this year” Group Validate s 3. Data Gathering Gather data to prove or disprove assumptions made so far. “Internal sales team top answer on prospects challenges is lack of I.T help with marketing campaigns”
  29. 29. Brainstorm 7 to 10 people Interview Prospects & Customers Write Personas (500 – 700) Find a Photo Test Where do you get that information from? How can you use that information to create your buyer personas?
  30. 30. You can now start brainstorming content ideas for your different buyer personas.
  31. 31. •  Google Trends •  Bottlenose •  SocialCrawlytics •  SEOGadget’s Content Ideas Generator •  Quora •  HubSpot Social Inbox Make use of tools to help you brainstorm what content is right for your buyer personas. •  Google Keyword Planner •  Google Analytics •  Google Suggest •  UberSuggest •  HubSpot Keyword Tool
  32. 32. Keyword Planner
  33. 33. UberSuggest
  34. 34. LSI Keywords
  35. 35. Google Trends
  36. 36. Bottlenose
  37. 37. SEOGadget Content Idea Generator
  38. 38. SocialCrawlyti cs
  39. 39. 50eur Internal Ideas
  40. 40. Content Swipe File
  41. 41. http://offers.hubspot.com/the-little-book-of-remarkable-idea
  42. 42. Create an Editorial Calendar
  43. 43. Create an Editorial Calendar Can do this using Google Calendars.
  44. 44. Create an Editorial Calendar
  45. 45. Create an Editorial Calendar Get this template http://bit.ly/ 1ohj2Lt
  46. 46. Awareness Evaluation Purchase What content ideas are a good fit for your buyer personas in the awareness stage? What content ideas are a good fit for your buyer personas in the evaluation stage? Map those content ideas across your funnel to make sure you have the right content for each stage.
  47. 47. 3 Publishing
  48. 48. HOW CAN YOU BE A PUBLISHER FOR YOUR MARKET?.
  49. 49. Blog & eBooks Tools Photos Videos & Podcasts Presentations CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.
  50. 50. increase in web traffic Generates Social PR generates Inbound links generates leads creates sales THESE ASSETS WILL CREATE REAL VALUE
  51. 51. Vs 70% of our blog leads are from OLD articles ASSETS MEAN YOU OWN YOUR MARKETING
  52. 52. Know what content blocks are the best ones for your goals. Each of them have different values.
  53. 53. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  54. 54. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  55. 55. Curating Content
  56. 56. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  57. 57. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  58. 58. Teach people how to do something Trend for “how to”
  59. 59. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  60. 60. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  61. 61. Close Recycle
  62. 62. 4 Promotion
  63. 63. THE POSSIBLE EYEBALLS YOU CAN GENERATE. Content Distribution Channels Available Audience Engagement (CTR) Engaged Audience Blog 10,000 6% 3000 Email 10,000 3% 300 Facebook 8000 2.5% 200 Twitter 1000 0.5% 5
  64. 64. CREATE A CONVERSION PATH FROM YOUR BLOG. CALL TO ACTION LANDING PAGE
  65. 65. PROMOTE TO YOUR LIST
  66. 66. PROMOTE THROUGH YOUR SOCIAL CHANNELS.
  67. 67. Get Buy In •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends YOUR CONTENT MARKETING BLUEPRINT.
  68. 68. Get Buy In Planning •  Creating Your Buyer Personas •  Brainstorming Ideas •  Create an Editorial Calendar •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends YOUR CONTENT MARKETING BLUEPRINT.
  69. 69. Getting Buy In Planning Publishing •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends •  Creating Your Buyer Personas •  Brainstorming Ideas •  Create an Editorial Calendar •  Use Evernote to Collaborate with Team •  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  Content Marketing Hacks •  Editorial Checklist YOUR CONTENT MARKETING BLUEPRINT.
  70. 70. Getting Buy In PromotionPlanning Publishing •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends •  Creating Your Buyer Personas •  Brainstorming Ideas •  Create an Editorial Calendar •  Use Evernote to Collaborate with Team •  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  Content Marketing Hacks •  Editorial Checklist •  Paid Social •  Outreach •  Conversion paths YOUR CONTENT MARKETING BLUEPRINT.
  71. 71. Content Marketing Blueprint. << Download Now >> GET YOUR OWN
  72. 72. THANK YOU!

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