0
1
A PRACTICAL CONTENT
MARKETING FRAMEWORK
Edmund Pelgen | @edmundpelgen | edmund@onlinekickstart.com
2
EDMUND PELGEN
ACCOUNTANT
SALES GUY
OLD SCHOOL RETAILER
MANUFACTURER
HEAD OF SEO AND CONTENT
!
DIGITAL MARKETING CONSULTA...
3
WHY YOU
SHOULD CARE
ABOUT THIS
PRESENTATION
4
WHAT I’M GOING
TO TALK ABOUT
5
WHY YOU NEED
A CONTENT
MARKETING
FRAMEWORK
#1
6
PRESENT A
CONTENT
MARKETING
FRAMEWORK
#2
7
MY THOUGHTS
ON
USING THE
FRAMEWORK
#3
8
WHY THE
SUDDEN
INTEREST IN
CONTENT
MARKETING?
CONTENT
MARKETING IS
SO HOT
RIGHT NOW!
9
CONTENT MARKETING
IS THE NEW
LINK BUILDING
10
“Content Marketing is the
process of creating and
distributing valuable &
compelling content to attract,
acquire and en...
11
50 Experts list Benefits of CM
http://nectafy.com/59-benefits-of-content-marketing/ - with “Content Marketing” excluded
12
CONTENT MARKETING
IS MORE THAN JUST A
LINK BUILDING
STRATEGY
13
IF WE CAN’T EXPLAIN THE
WHAT, WHY AND HOW
OF CONTENT MARKETING..
WHAT CONTENT DO I PRODUCE? .
WHY SHOULD I PRODUCE IT? ...
14
WE DO OUR
CLIENTS A
DISSERVICE
15
#1 WHY YOU
NEED A
CONTENT
MARKETING
FRAMEWORK
16
“frameworks allow you
to teach people how to
think, rather than giving
them a fish.” Avinash Kaushik
http://www.kaushik....
17
A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT
APPROACH
#1
18
A FRAMEWORK HELPS
YOU EXPLAIN
WHY
THAT APPROACH
#2
19
A FRAMEWORK HELPS
YOU WORK OUT
HOW
TO IMPLEMENT
!
#3
20
A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT
SUCCESS METRICS
!
#4
21
A FRAMEWORK HELPS
YOU SELL
CONTENT MARKETING
TO CUSTOMERS & WITHIN
YOUR COMPANY
#5
22
A FRAMEWORK HELPS
YOU MANAGE
EXPECTATIONS
!
#6
23
A FRAMEWORK HELPS
YOU ACTUALLY
!
!
#7
GET RESULTS
DELIVER VALUE
MAKE A DIFFERENCE
24
#2 THE CONTENT
MARKETING
FRAMEWORK
25
I USE THIS
FRAMEWORK
EVERY TIME
I TALK
CONTENT
DON’T SELL
WHAT THEY
DON’T
NEED 26
NOPE
NOT WHAT I
WAS AFTER
27
DON’T GET HUNG UP
ON SEMANTICS
CONTENT
MARKETING
INBOUND
MARKETING
LINK
BUILDING
BRANDED
CONTENT
IT ALL DOES THE
SAME J...
THREE CONTENT TYPES
28
BUSINESS
GOALS
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
EACH HAS A DIFF...
29
CONTENT THAT IS CREATED
PRIMARILY TO GET LINKS
LINK ATTRACTION CONTENT
30
CHARACTERISTICS
LINK ATTRACTION CONTENT
• IS PROVEN TO GET LINKS - “FAIL PROOF
CONTENT” @POINTBLANKSEO
• HAS INATE “CIT...
31
• QUALITY LINKS ACQUIRED
• RANKINGS
• ORGANIC TRAFFIC
• DOMAIN AUTHORITY
• SALES FROM ORGANIC SEARCH
HOW DO YOU MEASURE...
32
EXAMPLES
LINK ATTRACTION CONTENT
33
EXAMPLES
LINK ATTRACTION CONTENT
34
EXAMPLES
LINK ATTRACTION CONTENT
35
WHO DOES THIS WELL?
LINK ATTRACTION CONTENT
36
YOU NEED TO:
!
ANALYSE WHAT ALREADY GETS LINKS
BUILD BIGGER AND BETTER
IDENTIFY OUTREACH TARGETS
PROMOTE LIKE CRAZY
LIN...
37
HELPS CONVINCE
PROSPECTS
THAT YOU ARE THE ONE
THEY SHOULD BE DOING
BUSINESS WITH
CONVERSION CONTENT
38
CONVERSION CONTENT
SHOWS YOU
UNDERSTAND
THEIR PAIN
OUCHY!
39
CONVERSION CONTENT
SHOWS YOU HAVE
SOLVED THEIR
PROBLEM BEFORE
MY SECOND
CAST..SIGH!
40
CONVERSION CONTENT
ALLOWS YOU TO DEMONSTRATE
YOUR SOLUTION IS
BETTER THAN THE
ALTERNATIVE
IT’S
BETTER
THAN A
STICK
41
ANSWERS THE HARD QUESTIONS
CONVERSION CONTENT
42
CONVERSION CONTENT
• VIEWS
• DOWNLOADS
• SIGNUPS
• TRIALS
• INQUIRIES
PERFORMANCE METRICS
• DEMOS
• CONSULTATIONS
• QUO...
43
CONVERSION CONTENT
• BLOG POSTS ON
PRICE, COST,
PROBLEMS
• CASE STUDIES
• EBOOKS
• TIP SHEETS
!
EXAMPLES?
• CHECKLISTS
...
44
WHO DOES THIS WELL?
CONVERSION CONTENT
45
HELPS BUILD A COMMUNITY
OF PEOPLE WHO KNOW,
LIKE AND TRUST YOU..SO
YOU HAVE MORE INFLUENCE
WITH THAT COMMUNITY
TRUST & ...
46
“TRUST - IS
THE FIRM
BELIEF IN
THE
RELIABILITY,
TRUTH OR
ABILITY OF
SOMEONE”
TRUST ME!
I GOT THIS
47
I GOT YOU LAST
TIME. I’LL GET
YOU AGAINGIVE FREELY
BE TRANSPARENT
TELL THE TRUTH
KEEP YOUR WORD
HOW DO YOU BUILD TRUST?
48
“INFLUENCE
- IS THE
ABILITY TO
AFFECT
IDEAS AND
ACTIONS”
THESE ARE
TOTALLY NOT
THE DROIDS!
49
RECIPROCITY
COMMITMENT &
CONSISTENCY
SOCIAL PROOF
LIKING
AUTHORITY
SCARCITY
CIALDINI'S SIX PRINCIPLES
OF INFLUENCE
50
http://www.slideshare.net/randfish/why-content-marketing-fails
51
YOU GET
PRESS MENTIONS
AUTHORITY
BRAND VISIBILITY
SOCIAL VISIBILITY
NOTORIETY
LINKS
52
BUT IMPACT IS HARDER
TO MEASURE
BLOG OUTPUT
AUDIENCE GROWTH
SOCIAL AUDIENCE
REACH
RETWEETS & RE
SHARES
ADD YOUR OWN…
53
SET AND
MANAGEEXPECTATIONS
54
WHO DOES THIS WELL?
TRUST & INFLUENCE
CONTENT
55
#3 SOME
THOUGHTS
WHEN USING
THE
FRAMEWORK
HERE IS THE FRAMEWORK
56
BUSINESS
GOALS
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
AGAIN - USE I...
USE IT TO TALK ABOUT..
57
BUDGET
RESOURCES
PERFORMANCE
BUSINESS GOALS
TIMEFRAMES
EDUCATE CLIENTS ABOUT
INVESTMENT & TIME TO IMPACT
58
LOW
SHORT
INVESTMENTIN$,TIME
TIME FRAME LONG
HIGH
LINK
ATTRACTION
CON...
GET EASY WINS ON THE
BOARD
59
1 2 3 4 5
#1 LINK ATTRACTION
CONTENT
INCREASED
RANKINGS,
TRAFFIC, SALES
#2 CONVERSION
CONTEN...
60
EDMUND PELGEN
@EDMUNDPELGEN
EDMUND@ONLINEKICKSTART.COM
!
!
INVESTMENT & IMPACT
61
LOW
SHORT
INVESTMENTIN$,TIME
TIME FRAME LONG
HIGH
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST ...
INVESTMENT & IMPACT
62
LOW
SHORT
INVESTMENTIN$,TIME
TIME FRAME LONG
HIGH
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST ...
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SMX Sydney 2014 A Practical Content Marketing Framework

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Published on

My presentation from SMX Sydney 2014 where I outline my content marketing framework to help businesses deliver content marketing that makes a difference.

Published in: Marketing, Technology, Business

Transcript of "SMX Sydney 2014 A Practical Content Marketing Framework"

  1. 1. 1 A PRACTICAL CONTENT MARKETING FRAMEWORK Edmund Pelgen | @edmundpelgen | edmund@onlinekickstart.com
  2. 2. 2 EDMUND PELGEN ACCOUNTANT SALES GUY OLD SCHOOL RETAILER MANUFACTURER HEAD OF SEO AND CONTENT ! DIGITAL MARKETING CONSULTANT ONLINEKICKSTART.COM
  3. 3. 3 WHY YOU SHOULD CARE ABOUT THIS PRESENTATION
  4. 4. 4 WHAT I’M GOING TO TALK ABOUT
  5. 5. 5 WHY YOU NEED A CONTENT MARKETING FRAMEWORK #1
  6. 6. 6 PRESENT A CONTENT MARKETING FRAMEWORK #2
  7. 7. 7 MY THOUGHTS ON USING THE FRAMEWORK #3
  8. 8. 8 WHY THE SUDDEN INTEREST IN CONTENT MARKETING? CONTENT MARKETING IS SO HOT RIGHT NOW!
  9. 9. 9 CONTENT MARKETING IS THE NEW LINK BUILDING
  10. 10. 10 “Content Marketing is the process of creating and distributing valuable & compelling content to attract, acquire and engage a target audience - with the objective of driving profitable customer action.” NO MENTION OF LINKS IN THE FORMAL DEFINITION
  11. 11. 11 50 Experts list Benefits of CM http://nectafy.com/59-benefits-of-content-marketing/ - with “Content Marketing” excluded
  12. 12. 12 CONTENT MARKETING IS MORE THAN JUST A LINK BUILDING STRATEGY
  13. 13. 13 IF WE CAN’T EXPLAIN THE WHAT, WHY AND HOW OF CONTENT MARKETING.. WHAT CONTENT DO I PRODUCE? . WHY SHOULD I PRODUCE IT? . HOW WILL THAT HELP ME ACHIEVE MY GOALS?
  14. 14. 14 WE DO OUR CLIENTS A DISSERVICE
  15. 15. 15 #1 WHY YOU NEED A CONTENT MARKETING FRAMEWORK
  16. 16. 16 “frameworks allow you to teach people how to think, rather than giving them a fish.” Avinash Kaushik http://www.kaushik.net/
  17. 17. 17 A FRAMEWORK HELPS YOU CHOOSE THE RIGHT APPROACH #1
  18. 18. 18 A FRAMEWORK HELPS YOU EXPLAIN WHY THAT APPROACH #2
  19. 19. 19 A FRAMEWORK HELPS YOU WORK OUT HOW TO IMPLEMENT ! #3
  20. 20. 20 A FRAMEWORK HELPS YOU CHOOSE THE RIGHT SUCCESS METRICS ! #4
  21. 21. 21 A FRAMEWORK HELPS YOU SELL CONTENT MARKETING TO CUSTOMERS & WITHIN YOUR COMPANY #5
  22. 22. 22 A FRAMEWORK HELPS YOU MANAGE EXPECTATIONS ! #6
  23. 23. 23 A FRAMEWORK HELPS YOU ACTUALLY ! ! #7 GET RESULTS DELIVER VALUE MAKE A DIFFERENCE
  24. 24. 24 #2 THE CONTENT MARKETING FRAMEWORK
  25. 25. 25 I USE THIS FRAMEWORK EVERY TIME I TALK CONTENT
  26. 26. DON’T SELL WHAT THEY DON’T NEED 26 NOPE NOT WHAT I WAS AFTER
  27. 27. 27 DON’T GET HUNG UP ON SEMANTICS CONTENT MARKETING INBOUND MARKETING LINK BUILDING BRANDED CONTENT IT ALL DOES THE SAME JOB
  28. 28. THREE CONTENT TYPES 28 BUSINESS GOALS LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT EACH HAS A DIFFERENT GOAL
  29. 29. 29 CONTENT THAT IS CREATED PRIMARILY TO GET LINKS LINK ATTRACTION CONTENT
  30. 30. 30 CHARACTERISTICS LINK ATTRACTION CONTENT • IS PROVEN TO GET LINKS - “FAIL PROOF CONTENT” @POINTBLANKSEO • HAS INATE “CITABILITY” • TYPICALLY EVERGREEN @JASONACIDRE • BEST TYPES HAVE AN EASILY IDENTIFIABLE OUTREACH LIST • LINKS ARE ACQUIRED VIA TARGETED OUTREACH • GREAT PLACE TO START FOR BUDGET CONSCIOUS
  31. 31. 31 • QUALITY LINKS ACQUIRED • RANKINGS • ORGANIC TRAFFIC • DOMAIN AUTHORITY • SALES FROM ORGANIC SEARCH HOW DO YOU MEASURE PERFORMANCE? LINK ATTRACTION CONTENT
  32. 32. 32 EXAMPLES LINK ATTRACTION CONTENT
  33. 33. 33 EXAMPLES LINK ATTRACTION CONTENT
  34. 34. 34 EXAMPLES LINK ATTRACTION CONTENT
  35. 35. 35 WHO DOES THIS WELL? LINK ATTRACTION CONTENT
  36. 36. 36 YOU NEED TO: ! ANALYSE WHAT ALREADY GETS LINKS BUILD BIGGER AND BETTER IDENTIFY OUTREACH TARGETS PROMOTE LIKE CRAZY LINKS WILL COME… IF YOU BUILD IT
  37. 37. 37 HELPS CONVINCE PROSPECTS THAT YOU ARE THE ONE THEY SHOULD BE DOING BUSINESS WITH CONVERSION CONTENT
  38. 38. 38 CONVERSION CONTENT SHOWS YOU UNDERSTAND THEIR PAIN OUCHY!
  39. 39. 39 CONVERSION CONTENT SHOWS YOU HAVE SOLVED THEIR PROBLEM BEFORE MY SECOND CAST..SIGH!
  40. 40. 40 CONVERSION CONTENT ALLOWS YOU TO DEMONSTRATE YOUR SOLUTION IS BETTER THAN THE ALTERNATIVE IT’S BETTER THAN A STICK
  41. 41. 41 ANSWERS THE HARD QUESTIONS CONVERSION CONTENT
  42. 42. 42 CONVERSION CONTENT • VIEWS • DOWNLOADS • SIGNUPS • TRIALS • INQUIRIES PERFORMANCE METRICS • DEMOS • CONSULTATIONS • QUOTES • COUPONS • VIDEOS WATCHED
  43. 43. 43 CONVERSION CONTENT • BLOG POSTS ON PRICE, COST, PROBLEMS • CASE STUDIES • EBOOKS • TIP SHEETS ! EXAMPLES? • CHECKLISTS • WEBINARS • FAQ’S • LIVE DEMOS • PRODUCT WEBINAR
  44. 44. 44 WHO DOES THIS WELL? CONVERSION CONTENT
  45. 45. 45 HELPS BUILD A COMMUNITY OF PEOPLE WHO KNOW, LIKE AND TRUST YOU..SO YOU HAVE MORE INFLUENCE WITH THAT COMMUNITY TRUST & INFLUENCE CONTENT
  46. 46. 46 “TRUST - IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH OR ABILITY OF SOMEONE” TRUST ME! I GOT THIS
  47. 47. 47 I GOT YOU LAST TIME. I’LL GET YOU AGAINGIVE FREELY BE TRANSPARENT TELL THE TRUTH KEEP YOUR WORD HOW DO YOU BUILD TRUST?
  48. 48. 48 “INFLUENCE - IS THE ABILITY TO AFFECT IDEAS AND ACTIONS” THESE ARE TOTALLY NOT THE DROIDS!
  49. 49. 49 RECIPROCITY COMMITMENT & CONSISTENCY SOCIAL PROOF LIKING AUTHORITY SCARCITY CIALDINI'S SIX PRINCIPLES OF INFLUENCE
  50. 50. 50 http://www.slideshare.net/randfish/why-content-marketing-fails
  51. 51. 51 YOU GET PRESS MENTIONS AUTHORITY BRAND VISIBILITY SOCIAL VISIBILITY NOTORIETY LINKS
  52. 52. 52 BUT IMPACT IS HARDER TO MEASURE BLOG OUTPUT AUDIENCE GROWTH SOCIAL AUDIENCE REACH RETWEETS & RE SHARES ADD YOUR OWN…
  53. 53. 53 SET AND MANAGEEXPECTATIONS
  54. 54. 54 WHO DOES THIS WELL? TRUST & INFLUENCE CONTENT
  55. 55. 55 #3 SOME THOUGHTS WHEN USING THE FRAMEWORK
  56. 56. HERE IS THE FRAMEWORK 56 BUSINESS GOALS LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT AGAIN - USE IT..
  57. 57. USE IT TO TALK ABOUT.. 57 BUDGET RESOURCES PERFORMANCE BUSINESS GOALS TIMEFRAMES
  58. 58. EDUCATE CLIENTS ABOUT INVESTMENT & TIME TO IMPACT 58 LOW SHORT INVESTMENTIN$,TIME TIME FRAME LONG HIGH LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT NEEDS MORE MANAGEMENT BUY IN AND PARTICIPATION
  59. 59. GET EASY WINS ON THE BOARD 59 1 2 3 4 5 #1 LINK ATTRACTION CONTENT INCREASED RANKINGS, TRAFFIC, SALES #2 CONVERSION CONTENT #3 TRUST & INFLUENCE CONTENT INCREASED LEADS, INQUIRIES & CONVERSIONS INCREASED PRESS, SHARES, LINKS, INDUSTRY AUTHORITY, BRAND VISIBILITY
  60. 60. 60 EDMUND PELGEN @EDMUNDPELGEN EDMUND@ONLINEKICKSTART.COM ! !
  61. 61. INVESTMENT & IMPACT 61 LOW SHORT INVESTMENTIN$,TIME TIME FRAME LONG HIGH LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT NEEDS MORE MANAGEMENT BUY IN AND PARTICIPATION
  62. 62. INVESTMENT & IMPACT 62 LOW SHORT INVESTMENTIN$,TIME TIME FRAME LONG HIGH LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT NEEDS MORE MANAGEMENT BUY IN AND PARTICIPATION
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