Content Marketing for Associations and Non-Profits

Content Marketing Association Workshop Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe) [email_address] September 6-8, 2011

What do we do?
Print magazine
Newsletter
eNewsletter
In-Person Events
Webinars/Webcasts
Major Research
Blogging
Facebook/Twitter/LinkedIN

What do you need to leave with today?

What You’ll Learn
What can we cover today in less than 3 hours?
Some of this you won’t get, and some will be really basic.
You’ll takeaway some tangible ideas of how to be a content machine.
You’ll think about your process differently.
THERE IS NO ONE RIGHT WAY – NO SILVER BULLET
GOAL – 3 ACTIONABLE IDEAS TO START TOMORROW

The Ultimate Goal
The trusted, expert resource in your niche wherever your customers are at online.

The Trusted Expert

How Many Tickets Do You Have?

How Many Tickets Do You Have? More Content + More Connections Powerful Online Footprint

ONLINE

IN PRINT

IN PERSON

SERVICES

ECOMMERCE

How-To Articles

Expert Interviews

Create the News

Similar Situation Stories

Reports/Studies

Free Tools http://www.contentmarketinginstitute.com/assessment/

9 Steps to Content Marketing Strategy

9 Steps to Content Marketing

The Content Marketing Plan Increase Customer Retention Improve Lead Quantity and Quality Recognized Thought Leaders eNewsletter Bi-Weekly Webinars Whitepapers Features Blogs Videos Distribution 1. Opt-in 4 week trial 2. Check box on all forms 3. Standalone sign- up (Blog/Web source) 4. Twitter, Facebook, Linkedin with light HTML format. Measures: 1. Subscriptions to eNewsletter 2. Increase retention rates by 5% 3. Open rates over 20% 4. Maintain unsubscribe below .4% Measures: 1. Conversion % up 20% Q409 to Q210 2. Meet budgeted revenue goal pipeline 3. 1% Social Media leads Q210 Toolkit Updated Quarterly Whitepapers - Keep top 2-3 gated - Kill non-perfprmers - Replace others to Toolkit & Blog Webinars Videos - User Conference - Possibly Outsource - One for each persona (confirm) --Executive --Manager --Team - 1 per Q - 4X year Measures: 1. Time on Site increase by 20% 2. Mentions (Twitter, Blog) 3. RSS Sign-ups 4. Inbound Links (2 per) Blogs -2X per day -Short actionable tips -Video (PSO Flip cam) -Distribute on Twitter, Facebook -Whitepapers -eBooks -Slideshare Social Outreach Internal Education Marketing 1. Monitor Top 15 Blogs -read and comment -link back -Social Media Admin. 2. Linkedin Group Oppty -survey DB on topics and benchmark content 3. Social Media employee email signatures 4. Promote Executive Speaking ideas 1. Educate on social media and communications with groups Promotion and Participation Presos

Content Marketing Map MAIN BUSINESS GOAL CONTENT TACTIC Content Feeder Content Feeder Content Feeder Frequency? Media? BUYER Details Frequency Integration Details Frequency Integration Details Frequency Integration Content Expertise Mission
Small and Big Measurements – How do we know this is working?
Distribution Channels

#1 – What Does Success Look Like?
One Year from Now, What’s Different?
Why do content marketing at all?

What the Board Wants to Know
Is the content driving sales for us?
Is the content saving costs for us?
Is the content making our customers happier, thus helping with retention?

The Plan
What is the goal of the content initiative?
What are the user indicators (i.e., web traffic or SEO rankings) that will drive secondary indicators (i.e., leads, shorter sales cycles)?
How can we develop a report for the CXO that shows the content making an impact on sales, cost savings or customer retention?

The Goal (Primary Indicators)
Sales (i.e., members, new revenue streams)
Cost Savings
Customer Retention Rates (i.e., does engagement with the content keep customers longer versus those that don't engage in the content?)

Secondary Indicators
Increase in lead quality
Increase in lead quantity
Shorter sales cycles
Increase in customer awareness
Market share indicators
Increase in cross-selling opportunities
Qualitative customer feedback on the content

User Indicators (“the doers”)
Web traffic increases
Increase in page views
Decrease in bounce rates
Tweets or Facebook shares
Search engine rankings

MODEL Stats Sheet 10-May-10 Alexa Ranking 609,684 Blog Email Subscribers 22 Blog Feed Subscribers 43 Total Blog Posts To Date 88 Total Blog Comments to Date 29 Blog Unique Users - Last Month 777 Blog Page Views - Last Month 1,955 Blog Total Visits - Last Month 1,012 Blog Pages Per Visit - Last Month 1.83 Blog % New Users - Last Month 67.73 Blog to Trial Users (conversions) 22 Jim 8 Sally 7 Mary 7 Links to Blog 112 Twitter Followers 1401 Twitter Mentions 45 Technorati Ranking 383,299 Technorati Blog Authority 17 Google PageRank 3

Write it Down
Help define the marketing goal.
Start with three for now.
Be specific and use numbers where possible.
What do you need to happen in 12 months.

#2 – Define the Target Audience
Who exactly are you targeting?
B2B/B2C
Age
Title/Function
Their Internet Preferences/Patterns
What do they think about you?

One Buyer Persona For Every Group
Job title, Vertical, Power in organization
Different products or services?
It’s the WHO you are marketing to
Developing Buyer Personas

Jeremy
Mid 30’s – Coffee lover
Works at a bank
Responds to email, phone not so much.
Frustrated because his company is growing too fast to keep up with support
USP: Enable Jeremy to be 25% more effective!
Jeremy The IT Buyer

Put your Journalist hat on:
WHO is the persona… emotionally attached
WHAT does she do? What does his day look like? WHERE is the gap in his needs/wants?
WHEN does he need to close this gap?
WHY does he care about us
Buyer Persona Profiles

Cheryl – Our CFO
USP – Save hundreds of thousands of dollars
Keys to Buyer Personas
Detail – make them real
Understand their motivation
What is in it for them?
Benefits more than just content marketing…
Summing Up Buyer Personas

Write it Down
Clearly define who your target is for your content.
What social media/content tools do they use? How can you find out?

#3 – What are their info needs?
Think of customers like readers.
What do they need to know to be successful?
What are their pain points?

FIND Members’ Pain Points KEYWORD ANALYSIS

www.google.com/alerts

Surveys Talk to Members/Sales Reps

Google External Tool

Write it Down
What are the informational needs that your customers need to live better lives, do better at their jobs, etc.?

#4 - Your Secret Sauce

Secret Sauce Matrix

Secret Sauce Matrix The leading provider of lean manufacturing information for small manufacturers in North America.
Latest research on shipping trends
How to integrate lean marketing into a traditional mfg environment
Ongoing training for lower-level personnel specific to floor managers

Write it Down
In order for your content marketing plan to work, what do you really need to be an expert in?
How does that align with your customers’ info needs?

#5 – Where is the Content?
Find Content Happening and Publish it!

Content Inventory

The Inventory Dashboard

The Buying Cycle

Step 2 – Putting It Together

Building The Segmentation Grid

Step 4 – Putting In Our Content

Not All Content Is Equal
Repurpose content
Retitle and Repackage
Sometimes better targeted to another persona or elsewhere in funnel.
Filling In The Holes

Repackaging The Content
BECOMES CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL

Podcasts (2)
Print Article
Digital Article
Tweet Schedule
Facebook Posts
Blog Posts
Guest Posts
White Paper
Case Study

Where is Content Happening?
Customers (including sales calls)
Internal experts (engineers/product mgrs)
Events (yours and industry events)
All employees

What?
Flip cams for sales reps?
Extend presentations with SlideShare.
Identify your employee rock stars.

STORIES Similar Situation

© 2010 Compendium, All Rights Reserved Maui on a Budget Maui Travel Tips Hawaii Honeymoon Hotel Hawaii Hotel Honeymoon Hotel in Big Island Lahaina Cheap Hotels Map Honolulu Hotels Maui Family Resorts Maui Hotel Package Oahu Discount Hotels Oahu Motels Where to Stay in Kauai Cheap Flight Maui Cheap Maui Flight Los Angeles to Maui Maui Airfare Deals Packages to Honolulu Sacramento to Hawaii All Inclusive Hawaiian Vacation Packages Best Maui Vacation Big Island Honeymoon Cheap Hawaiian Packages Cheap Maui Deals Discount Maui Vacation Hawaii Travel Tourism Hawaii Vacation Tour Hawaiian Family Vacation Hawaiian Islands Maui Hawaiian Islands Vacation Honolulu Hawaii Activities Kailua Kona Big Island Hawaii Kauai Golf Deals Maui Golf Packages Maui Package Deals Romantic Hawaii Honeymoon Cheap Hotels Maui Hawaii Cheap Hotels Oahu Hawaii Kona Hawaii Lodging Oahu Hotels And Resorts Airline Tickets to Honolulu Cheapest Flights to Honolulu Direct Flights to Honolulu Flights to Hawaii from California Travel to Kona Hawaii Cheap Cruises to Hawaii Cheap Hawaiian Vacation Packages Discount Hawaiian Vacation Honolulu Travel Tips Last Minute Maui Deals Oahu Specials Vacation Spots in Hawaii Vacations Packages to Hawaii Downtown Honolulu Hotels Family Hotels in Hawaii Hawaii Hotel Suites Maui Hotels Reviews Maui Vacation Resorts Best Flights to Hawaii Cheapest Flights to Maui Flights to Hawaii from Los Angeles Flights to Hawaii from San Francisco Flights to Hawaii from Seattle Honolulu Air Tickets Maui Plane Tickets Sacramento to Maui Activities in Honolulu Hawaii Activities in Maui Hawaii Cheap Maui Packages Hawaii Honeymoon Destinations Hawaii Package Tours Honeymoon Destinations Hawaii Honolulu Vacation Deals Maui Family Activities Maui Island Tours Maui Travel Info Maui Vacations Packages Vacation in Honolulu Hawaii Cheap Motel Hawaii Honolulu All Inclusive Hotels Honolulu Boutique Hotels Maui Honeymoon Resorts Air Ticket to Hawaii Air Travel to Honolulu California to Maui Cheap Hawaiian Airfares Cheap Ticket to Honolulu Discount Maui Airfare Hawaiian Air Tickets Honolulu Airfare Deals Sacramento to Honolulu All Inclusive Hawaiian Honeymoon Cheap Hawaii Travel Packages Hawaii Big Island Honeymoon Hawaii Budget Vacations Hawaii Islands Vacation Hawaii Vacation Activities Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Where to Stay in Oahu Air Flights to Honolulu Direct Flights to Kauai Kauai Airfares Phoenix to Maui Big Island Hawaii Vacation Packages Cheap Maui Activities Cheapest Hawaii Vacations Cruising to Hawaii Hawaii Travel Reviews Hawaii Vacation Reviews Honolulu Hawaii Vacation Packages Kauai Honeymoon Vacation Last Minute Hawaii Vacation Packages Maui Honeymoon Vacations Maui Vacation Guide Oahu Hawaii Honeymoon Romantic Hawaii Vacations Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Targeting 17,065,560 Monthly Searches

Expedia began Receiving stories from customers within 1 minute of sending email. Customer is taken to a landing page where they can share their story

An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

Write it Down
Think about where your company story is happening that we aren’t documenting.
List all the opportunities we may not be taking advantage of when it comes to storytelling.

Target the top 10 – 15 blogs or websites in your niche
Read and get active … start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
#6 - Where are your customers HANGING OUT?

Where Are Your Customers?
LinkedIn Groups
Yahoo! / LinkedIn Answers
Google Groups
Niche Online Communities (Ning?)
Twitter/Facebook
StumbleUpon
BusinessWeek Xchange

Write it Down
Identify key influencers in your market.
List the online sites your customers are hanging out
Choose where you are going to spend your time.

#7 – What are the best tactics?
Choose Content Tactics for the Plan
Small Content – consistent, everyday advice.
Big Content – pieces of research and larger information that people want to talk about.

When, Why, How
Different Tactics at
Different Times for
Different Purposes

Write it Down
What content packages will work the best per your goals?
Think about Daily, Weekly, Monthly, Quarterly and Annual Content.

#8 – Develop the Content Calendar Monday Tuesday Wednesday Thursday Friday Sat/Sun Content Area 1 (Blog, White Paper, Press Release) X X Content Area 2 X X Content Area 3 X Quote / Joke / Random X

1-7-30-4-2-1 Plan
1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (User Event)
1=Yearly (Large Research Project)

Write it Down
Develop the schedule.
What?
When?
Who’s Responsible?
Quality and consistency will make this plan work.

#9 – Execute back to Objective
What do you insource and what do you outsource?
Focus on what you do well, outsource the rest.
Who owns the program? Chief Content Officer?

CM Becomes Campaigns

Hard measures
Number of marketing-produced prospects who purchased
Number of sales-produced prospects who purchased
Dollar amount of deals
Margin on the deal
Length of time in marketing-to-sales process
Customer lifetime value
Ardath Albee

Tracking Sales Lift
Among those who receive the content program vs. those who do not.
Print
In-Person
eNewsletters
eBooks
Hard to do for freely accessible content.

Goal Conversion

Measuring Engagement
Time spent through online research or by using analytic measures on eNewsletter.
Engaged visitors
Open rate/CTR enewsletters 20% rule
APA 25 minutes research www. 25minutes .co.uk/

Tactics to Help Generate Return on Objective (ROO)

ROO Tactics
Using Distinct 800 numbers for print and online initiatives
Using unique URLs for different content projects
Leveraging bit.ly for specific content projects

ROO Tactics
Ensuring every print or web page has a call to action
Measure what works best, and use more of those kind of calls to action.

Follow What’s Working
What content is working? Why? Should you develop more of that content?
Tie to conversions/goals

Feedback at Each Sale
Get a list of what customers are engaging with to target trends
Website
Enewsletter
Magazine? 97% of our closed customers in the 1 st quarter read our digital magazine

Social Media Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1

Develop your personas (but don’t belabor it)
Pay close attention to your buying cycles
Resist the temptation to throw most “valuable” content at every stage.
When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have…
Key Takeaways

Write it Down
What areas must you outsource?
How will your success be defined by your executive team?
Who’s the owner?

It’s all about the process…
Find a simple process that works and tweek as you go
Remember, this is a promise to your customers
Keep the schedule

The Project Manager
Your Internal Publisher
Nation Multimedia

The Project Manager
Content/editorial
Design/art/photography
Web development/integration
Content-specific marketing
Project budgeting
Contract negotiation with freelancers
Print/web production and maintenance
List/audience development and maintenance
Research and measurement
Return on Objective (ROO)

The Project Manager

The Project Manager
Jack of all trades
Best from communication & journalism backgrounds
Multi-task a must
Look for custom shops/development groups within traditional publishers

Project Budgeting/Organization
Project Budgeting Content/Imagery/Development

FM White Paper Project Project Analysis Estimated Cost/ Total Units Unit Cost Actual Editorial Costs Managing Editor 20 75 $ 1,500 Proofing 3 25 $ 75 Graphic Design Template Creation 20 62 $ 1,240 Design (12 Pages, 4 Hrs Page) 20 62 $ 1,240 Web Development Wordpress $ 2,200 Sub-total $ 6,255

Finding Vendors

Content/Editorial
A quality managing editor
Internal/external
Finding content
Elance
Junta42
Journalist
LinkedIn
Rates? (Pay Peanuts, Get Monkeys)

Imagery

Web Development
The Big Open Source 3
Drupal
Joomla
WordPress
Blogs
WordPress
TypePad (Six Apart)
Compendium Blogware

Content Marketing Map MAIN BUSINESS GOAL CONTENT TACTIC Content Feeder Content Feeder Content Feeder Frequency? Media? BUYER Details Frequency Integration Details Frequency Integration Details Frequency Integration Content Expertise Mission
Small and Big Measurements – How do we know this is working?
Distribution Channels

Now What? Awareness/Position at the Leader BLOG Video: Customer Shorts Presentations Article Marketing 3x - 5x – Daily Online/WP Conv. Blogging Shelly R.. Flip Cam at Tradeshows
Build SS Channel
Always Integrate w/ Blog
Approach key bloggers and trade sites
Design Analysis For Engineers in MFG
Pre/Post Awareness study – 12 months, 100% increase to 14%
RSS subscriptions, Twitter mentions
Blog signups to Trial to Member
Ron
Mary
Jim
Trudy
Barry
Paul
Robert
Eric
Jon
Tammy
Patty
Company Twitter Accounts Paul – Design Analysis Ron Mary Jim SM Training Blogger Outreach Listening Trudy

Think Content Factory Content Development Interactive Marketing Q&A Recording Transcript Paper Developed Landing Page Content & Key Words Blog Content Email Content Landing Page (Paper) Podcast w/ Transcript Developed Video w/ Transcript Developed Tweet RSS Syndicates Email Blast Podcast Syndicates Syndication Facebook Blog Paul Dunay

TACTICS

THE BLOG

Headline Tips
Think about the Problem
Focus on a Keyword Search (Google External Search)
Numbers Rule
Be VERY Specific
Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks

CALL TO ACTION Think first about your

Always Forget???
Call to Action
Blog to What???

From Debbie Weil
Download our white paper
Join us on Twitter, Facebook, LinkedIn, YouTube, etc.
Ask us a question
Download our e-book
Sign up for our free webinar
Request our visitor’s guide
Sign up for our e-newsletter
Request a virtual demo

Content for Basic SEO
Clear title tags with a distinct theme such as “orthodontic dental supplies.”
H1 and H2 tags which support the main theme of this page.
Keyword density of the main theme of the page in the 2.5% range.
Hyperlinks from the main theme of the page to other relevant pages.
A human readable URL containing the main keywords from this page.
http://www.savvyb2bmarketing.com/blog/entry/708501/my-new-content-marketing-project-and-2-lessons-learned

Syndicate, Syndicate, Syndicate

GUEST BLOGGING

Over 100 blogs, Over 100 Webinars

SOCIAL MEDIA

Be the Expert using LinkedIn Answers

INFLUENCERS Promote the Key

BLOG NETWORK

MORE TACTICS

Sign Up Key Bloggers/Niche Sites Work for them, not against them…

Viralhousingfix.com Change Your Content Process

Create Employee Rock Stars
Set up blogs for ALL your employees on your platform.
Create a Social Media Policy (see IBM’s for an example)
Teach them how to leverage social media (ACTUAL TRAINING)
By Giving Up Control You Can Take Back Control

Assign an Internal Champion
Someone in your company needs to be a social media ambassador.
Training, support and guidance.
Identify the employees in your organization now that “get” this.

42 Content Marketing Tactics

The Old Magazine
Create glossy custom magazine
Mail magazine to targeted list of customers, or ship to distribution spots (retail)
Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website
Repeat process every three months

The Custom Magazine - 2011
Record interviews (video/audio) for later repurposing.
Develop a news release schedule pre- and post- issue release.
Discuss upcoming issue on your magazine blog (editor). Set up RSS feeds.
Post video interviews via YouTube or Vimeo. Embed in your blog post.
Print and mail/ship your magazine.

Send digital replica version to international audience or online subscribers.
Upload content onto magazine website. Be sure content is sharable via targeted social media (Facebook, Digg, StumbleUpon)
Provide a “remarkable” download on magazine site (eBook, white paper, etc.)
Continue to provide relevant content on magazine website – articles, blog posts.

Continue news release program (plan for at least one, best for two per month).
“ Listen” to who’s talking about what online.
Upload articles to key vertical and social bookmarking sites.

MORE IDEAS

Twitter

Tip #1 – Try not to answer the question Focus on what your audience cares about… and that’s it.

Tip #2 – Be Democratic
Mix in other’s content, not just your own.
Use title, then via @ so the person knows you are talking about them.

Tip #3 – Listen, Listen, Listen

Tip #4 – Use a Management System Tweetdeck, Tweetgrid, Hootsuite

Tip #5 – Integrate with Content

Five Twitter DO NOTS
Constant Tweeting about You
Mistaking Public Tweets and Direct Messages
Cryptic Replies (@you “I know”)
Links only i.e., http://bit.ly/jkl7
Auto Direct Messages
http://www.socialmediatoday.com/SMC/118535

Facebook

Integrate FB with Your Content

Blogs Get More Business

Blogs Get More Traffic

Blogs Get More Twitter Followers

Blogging Tips
Shorter is often better (250 words)
Bullets/Lists do better
Titles are like magazine covers
Shake it up (video/audio)
Link to other bloggers
Link to other articles

Conversion Blogging Hubspot

Sharing on LinkedIn
Consistently share posts and information through status updates.
Leverage Your Team
Integrate with Twitter by using #in

Choose Key Groups and Actively Share
Assign employees to certain groups.
Share relevant content.

Be the Expert using LinkedIn Answers

Advanced SEO
Link from your LinkedIn profile using keywords, not your company name.

What do you need to leave with today?

Joe Pulizzi
[email_address] • @juntajoe
THANK YOU! September 6-8, 2011

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Content Marketing for Associations and Non-Profits

by Joe Pulizzi on Jun 16, 2011

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Content Marketing for Associations and Non-Profits — Presentation Transcript