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.

Published in: Marketing, Technology, Business

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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