SMX Sydney 2014 A Practical Content Marketing Framework

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

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

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  • 1. 1 A PRACTICAL CONTENT MARKETING FRAMEWORK Edmund Pelgen | @edmundpelgen | edmund@onlinekickstart.com
  • 2. 2 EDMUND PELGEN ACCOUNTANT SALES GUY OLD SCHOOL RETAILER MANUFACTURER HEAD OF SEO AND CONTENT ! DIGITAL MARKETING CONSULTANT ONLINEKICKSTART.COM
  • 3. 3 WHY YOU SHOULD CARE ABOUT THIS PRESENTATION
  • 4. 4 WHAT I’M GOING TO TALK ABOUT
  • 5. 5 WHY YOU NEED A CONTENT MARKETING FRAMEWORK #1
  • 6. 6 PRESENT A CONTENT MARKETING FRAMEWORK #2
  • 7. 7 MY THOUGHTS ON USING THE FRAMEWORK #3
  • 8. 8 WHY THE SUDDEN INTEREST IN CONTENT MARKETING? CONTENT MARKETING IS SO HOT RIGHT NOW!
  • 9. 9 CONTENT MARKETING IS THE NEW LINK BUILDING
  • 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 50 Experts list Benefits of CM http://nectafy.com/59-benefits-of-content-marketing/ - with “Content Marketing” excluded
  • 12. 12 CONTENT MARKETING IS MORE THAN JUST A LINK BUILDING STRATEGY
  • 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 WE DO OUR CLIENTS A DISSERVICE
  • 15. 15 #1 WHY YOU NEED A CONTENT MARKETING FRAMEWORK
  • 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 A FRAMEWORK HELPS YOU CHOOSE THE RIGHT APPROACH #1
  • 18. 18 A FRAMEWORK HELPS YOU EXPLAIN WHY THAT APPROACH #2
  • 19. 19 A FRAMEWORK HELPS YOU WORK OUT HOW TO IMPLEMENT ! #3
  • 20. 20 A FRAMEWORK HELPS YOU CHOOSE THE RIGHT SUCCESS METRICS ! #4
  • 21. 21 A FRAMEWORK HELPS YOU SELL CONTENT MARKETING TO CUSTOMERS & WITHIN YOUR COMPANY #5
  • 22. 22 A FRAMEWORK HELPS YOU MANAGE EXPECTATIONS ! #6
  • 23. 23 A FRAMEWORK HELPS YOU ACTUALLY ! ! #7 GET RESULTS DELIVER VALUE MAKE A DIFFERENCE
  • 24. 24 #2 THE CONTENT MARKETING FRAMEWORK
  • 25. 25 I USE THIS FRAMEWORK EVERY TIME I TALK CONTENT
  • 26. DON’T SELL WHAT THEY DON’T NEED 26 NOPE NOT WHAT I WAS AFTER
  • 27. 27 DON’T GET HUNG UP ON SEMANTICS CONTENT MARKETING INBOUND MARKETING LINK BUILDING BRANDED CONTENT IT ALL DOES THE SAME JOB
  • 28. THREE CONTENT TYPES 28 BUSINESS GOALS LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT EACH HAS A DIFFERENT GOAL
  • 29. 29 CONTENT THAT IS CREATED PRIMARILY TO GET LINKS LINK ATTRACTION CONTENT
  • 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 • QUALITY LINKS ACQUIRED • RANKINGS • ORGANIC TRAFFIC • DOMAIN AUTHORITY • SALES FROM ORGANIC SEARCH HOW DO YOU MEASURE PERFORMANCE? LINK ATTRACTION CONTENT
  • 32. 32 EXAMPLES LINK ATTRACTION CONTENT
  • 33. 33 EXAMPLES LINK ATTRACTION CONTENT
  • 34. 34 EXAMPLES LINK ATTRACTION CONTENT
  • 35. 35 WHO DOES THIS WELL? LINK ATTRACTION CONTENT
  • 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 HELPS CONVINCE PROSPECTS THAT YOU ARE THE ONE THEY SHOULD BE DOING BUSINESS WITH CONVERSION CONTENT
  • 38. 38 CONVERSION CONTENT SHOWS YOU UNDERSTAND THEIR PAIN OUCHY!
  • 39. 39 CONVERSION CONTENT SHOWS YOU HAVE SOLVED THEIR PROBLEM BEFORE MY SECOND CAST..SIGH!
  • 40. 40 CONVERSION CONTENT ALLOWS YOU TO DEMONSTRATE YOUR SOLUTION IS BETTER THAN THE ALTERNATIVE IT’S BETTER THAN A STICK
  • 41. 41 ANSWERS THE HARD QUESTIONS CONVERSION CONTENT
  • 42. 42 CONVERSION CONTENT • VIEWS • DOWNLOADS • SIGNUPS • TRIALS • INQUIRIES PERFORMANCE METRICS • DEMOS • CONSULTATIONS • QUOTES • COUPONS • VIDEOS WATCHED
  • 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 WHO DOES THIS WELL? CONVERSION CONTENT
  • 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 “TRUST - IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH OR ABILITY OF SOMEONE” TRUST ME! I GOT THIS
  • 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 “INFLUENCE - IS THE ABILITY TO AFFECT IDEAS AND ACTIONS” THESE ARE TOTALLY NOT THE DROIDS!
  • 49. 49 RECIPROCITY COMMITMENT & CONSISTENCY SOCIAL PROOF LIKING AUTHORITY SCARCITY CIALDINI'S SIX PRINCIPLES OF INFLUENCE
  • 50. 50 http://www.slideshare.net/randfish/why-content-marketing-fails
  • 51. 51 YOU GET PRESS MENTIONS AUTHORITY BRAND VISIBILITY SOCIAL VISIBILITY NOTORIETY LINKS
  • 52. 52 BUT IMPACT IS HARDER TO MEASURE BLOG OUTPUT AUDIENCE GROWTH SOCIAL AUDIENCE REACH RETWEETS & RE SHARES ADD YOUR OWN…
  • 53. 53 SET AND MANAGEEXPECTATIONS
  • 54. 54 WHO DOES THIS WELL? TRUST & INFLUENCE CONTENT
  • 55. 55 #3 SOME THOUGHTS WHEN USING THE FRAMEWORK
  • 56. HERE IS THE FRAMEWORK 56 BUSINESS GOALS LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT AGAIN - USE IT..
  • 57. USE IT TO TALK ABOUT.. 57 BUDGET RESOURCES PERFORMANCE BUSINESS GOALS TIMEFRAMES
  • 58. EDUCATE CLIENTS ABOUT INVESTMENT & TIME TO IMPACT 58 LOW SHORT INVESTMENTIN$,TIME TIME FRAME LONG HIGH LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT NEEDS MORE MANAGEMENT BUY IN AND PARTICIPATION
  • 59. GET EASY WINS ON THE BOARD 59 1 2 3 4 5 #1 LINK ATTRACTION CONTENT INCREASED RANKINGS, TRAFFIC, SALES #2 CONVERSION CONTENT #3 TRUST & INFLUENCE CONTENT INCREASED LEADS, INQUIRIES & CONVERSIONS INCREASED PRESS, SHARES, LINKS, INDUSTRY AUTHORITY, BRAND VISIBILITY
  • 60. 60 EDMUND PELGEN @EDMUNDPELGEN EDMUND@ONLINEKICKSTART.COM ! !
  • 61. INVESTMENT & IMPACT 61 LOW SHORT INVESTMENTIN$,TIME TIME FRAME LONG HIGH LINK ATTRACTION CONTENT CONVERSION CONTENT TRUST & INFLUENCE CONTENT NEEDS MORE MANAGEMENT BUY IN AND PARTICIPATION
  • 62. 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