Become a Content DJHow to create a winning mix for your content marketingHilary MarshChief Content & Digital StrategistCon...
Become a Content DJAgenda1.   Know your audience needs2.   Assess what you have, with your strategic goals in mind3.   Mat...
Become a Content DJContent marketing’s job       Educate > Promote > Convert > Create an army of loyal users who evangeliz...
Become a Content DJStart with the audience: Identify the “hits”and “misses”   Customer buying cycle: need, research, narr...
Become a Content DJStart with the audience: Identify the “hits”and “misses”   Learn about what’s working now     Google ...
Become a Content DJStart with the audience: Identify the “hits”and “misses”
Become a Content DJStart with the audience: Identify the “hits”and “misses”   Learn what they’re not happy about too    ...
Become a Content DJMost popular topics   They are not press releases.   They are not about the organization itself.   O...
Become a Content DJLeast popular topics   “Tooting our own horn”   They inform a reader but do not teach a new skill (e....
Become a Content DJHow popular is popular?   Top 10 items generated 71% of clicks.   Bottom 6 items generated fewer than...
Become a Content DJAssess what you have, with your strategicgoals in mind   Existing content that can be repurposed   Ne...
Become a Content DJMatch your offerings to what they need,and your goals to theirs      Customer                          ...
Become a Content DJWhat content is in the sweet spot?   Focuses on a key segment of what you do and what you have   Shar...
Become a Content DJYour topic mix   Current favorites (short list –    will they get bored? No!)   Likely upcoming faves...
Become a Content DJPrioritize your topics   Plan the mix     Favorites are in heavy rotation     Past hits are in mediu...
Become a Content DJ
Become a Content DJOverview of digital channels and how touse them   How does your audience use Facebook, Twitter, Linked...
Become a Content DJ
Become a Content DJOverview of digital channels and how touse them
Become a Content DJOverview of digital channels and how touse them
Become a Content DJTranslate topics into content   Format, level, angle     Handouts     Checklists     Recombine    ...
Become a Content DJSEO  Jeopardy   What do you have the answers for that people are searching for    on Google?   Your ...
Become a Content DJHow to create an editorial calendar   Topics + channels + timeframes   For each instance of a topic, ...
Become a Content DJ
Become a Content DJMeasure and evolve   Pay extra attention to the past successes and the up-and-    comers   Revisit an...
Become a Content DJDownload the worksheets       www.hilarymarsh.com/editorial-calendar        www.hilarymarsh.com/content...
Become a Content DJThank you!
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Become a Content DJ: How to create a winning mix for your content marketing

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This presentation covers how to identify:
• What your audience wants to know that your organization can tell them
• How to combine what’s most popular today, past favorites that are still relevant, and the “next big thing” in your topics
• How often you should be publishing, and to which channels

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Become a Content DJ: How to create a winning mix for your content marketing

  1. 1. Become a Content DJHow to create a winning mix for your content marketingHilary MarshChief Content & Digital StrategistContent Company, Inc.http://www.hilarymarsh.comhilary@hilarymarsh.comAlso find me (hilarymarsh) on Twitter,Pinterest, Slideshare, LinkedIn
  2. 2. Become a Content DJAgenda1. Know your audience needs2. Assess what you have, with your strategic goals in mind3. Match your offerings to what they need, and your goals to theirs4. How to use each digital channel effectively5. How to create an editorial calendar6. Measure and evolve
  3. 3. Become a Content DJContent marketing’s job Educate > Promote > Convert > Create an army of loyal users who evangelize for your products/organization By creating and sharing content
  4. 4. Become a Content DJStart with the audience: Identify the “hits”and “misses” Customer buying cycle: need, research, narrow, pay, use Three types of topics  Current favorites  Up-and-comers  Past hits
  5. 5. Become a Content DJStart with the audience: Identify the “hits”and “misses” Learn about what’s working now  Google Adwords  Google Trends  Analytics  Actions
  6. 6. Become a Content DJStart with the audience: Identify the “hits”and “misses”
  7. 7. Become a Content DJStart with the audience: Identify the “hits”and “misses” Learn what they’re not happy about too  Social media chatter  Customer service reports Your homework: Talk to the people in your organization who are in closest touch with your audience
  8. 8. Become a Content DJMost popular topics They are not press releases. They are not about the organization itself. Of interest to a large percentage of the audience (e.g., the real estate bubble, eminent domain). They promise to teach the reader something (e.g., how to run an open house, how new laws affect landlords).
  9. 9. Become a Content DJLeast popular topics “Tooting our own horn” They inform a reader but do not teach a new skill (e.g, June is national homeownership month, home sales expected to set records). “Last-push” items (e.g., last chance to register for a conference, another request for donations) do not perform well at all.
  10. 10. Become a Content DJHow popular is popular? Top 10 items generated 71% of clicks. Bottom 6 items generated fewer than 500 clicks. (Note: 2 of these 6 items were news about the organization.)
  11. 11. Become a Content DJAssess what you have, with your strategicgoals in mind Existing content that can be repurposed New content you’ll need to create about your products, services, or programs (Possibly new products, services, or programs to be created) Your homework: Audit your content – website, blogs, documents, help content.
  12. 12. Become a Content DJMatch your offerings to what they need,and your goals to theirs Customer Company needs Sweet offerings and goals spot! and goals
  13. 13. Become a Content DJWhat content is in the sweet spot? Focuses on a key segment of what you do and what you have Shared and promoted via white papers, blog posts, website content, webinars, etc. Offline too – trade show booths, brochures, on-hold messages, customer service rep scripts Your homework: Write down what’s in your sweet spot – both topics and outlets
  14. 14. Become a Content DJYour topic mix Current favorites (short list – will they get bored? No!) Likely upcoming faves Past/perennial favorites – seasonal, themed, or just out-of-mind
  15. 15. Become a Content DJPrioritize your topics Plan the mix  Favorites are in heavy rotation  Past hits are in medium rotation  Up-and-comers in light rotation Your homework: Download and fill in the “Content DJ” editorial worksheet, using your topics and your time frames
  16. 16. Become a Content DJ
  17. 17. Become a Content DJOverview of digital channels and how touse them How does your audience use Facebook, Twitter, LinkedIn, Pinterest, YouTube, Google+ What about your website E-newsletters Your homework: Map your channels to your mix
  18. 18. Become a Content DJ
  19. 19. Become a Content DJOverview of digital channels and how touse them
  20. 20. Become a Content DJOverview of digital channels and how touse them
  21. 21. Become a Content DJTranslate topics into content Format, level, angle  Handouts  Checklists  Recombine  Beginner, intermediate, advanced  Introduction or details  Positive, negative Test
  22. 22. Become a Content DJSEO  Jeopardy What do you have the answers for that people are searching for on Google? Your homework: Study Google Adwords and look at the top keywords and phrases. If they match what you have or what you want, make sure to create content containing those keywords and phrases strategically
  23. 23. Become a Content DJHow to create an editorial calendar Topics + channels + timeframes For each instance of a topic, identify the specific piece of content and whether it exists or needs to be created Your homework: Create an editorial calendar
  24. 24. Become a Content DJ
  25. 25. Become a Content DJMeasure and evolve Pay extra attention to the past successes and the up-and- comers Revisit and revise the list on a regular basis – at least quarterly Your homework: Produce a report about what’s working and not, and share it with management
  26. 26. Become a Content DJDownload the worksheets www.hilarymarsh.com/editorial-calendar www.hilarymarsh.com/content-audit
  27. 27. Become a Content DJThank you!
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