Developing a Content Marketing Strategy

Katie B. Roberts | @KatieBRoberts

 Understand target audience and adapt social media persona’s Build a content calendar Leverage brand ambassadors Establish baseline metrics

What is Content Marketing? A way of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. -Content Marketing Institute [Video on history of content marketing] : http://www.junta42.com/resources/what-is-content- marketing.aspx

What is Content Marketing? SOURCE: http://www.theconversationprism.com/media/images/socialcompass-poster-lg.jpg

Building a Content Marketing Strategy Impact on Customer Lifecycle  Understand impact of content marketing across customer lifecycle  Awareness  Engagement & Consideration  Conversion  Brand loyaltyImage source: http://www.soundbite.com/solutions/lifecycle-solutions/proactive-marketing/loyalty

Building a Content Marketing StrategyGoals & Objectives Identify the ideal state  Business outcomes  Organizational impact  User evidence Business Business KPIs Objectives Goals

Building a Content Marketing StrategyTarget Audience Identify types of content to be shared Identify target audience per content type & content platform  Different target audiences may emerge Align target audience with different buying stages and buying cycles Develop social profiles  Maintain brand consistency across media & platforms

Building a Content Marketing StrategySocial Profiles1. Define social persona for content type and platform2. Create different segments3. What are their biggest challenges4. Name it to claim it!

Building a Content Marketing StrategyContent Framework Define the Value Proposition Pillars of Content  Content types  Frequency  Medium  Source Success metrics

Building a Content Marketing StrategyPillars of Content (SAMPLE) Pillar 1 Pillar 2 Pillar 3 Pillar 4Category Trending Topics Programs/Product Events Special[Frequency] [45%] s/Services [20%] Promotions [15%] [20%]-Description Timely, relevant, Information as it Photos and Contests, discounts,-Examples relatable topics that relates to existing & information about referral promotions,-Content types transcend to social new upcoming events etc. persona programs/products -Trade shows -Holiday -Research relating -Webinars -In the News to new product -Meet & Greet -Testimonials launch -Key Milestones -Calls to Action -Targeted -Thought leadership Campaigns around targeted -Quotes programsSource - Content -Product Manager Events Marketing Marketing Coordinator -Due 5 days prior to -Due 15 days prior -Due 5 days prior to new product launch to event post --Brand ambassadorsLocation Blog Blog Blog Blog Facebook Website Website Website Pinterest Facebook Facebook Facebook Twitter Plancast Twitter

Building a Content Marketing StrategyLeveraging Brand Ambassadors NEEDS CONTENT

Building a Content Marketing StrategyContent Editorial CalendarSource: Content Marketing Institute | Michele Linnhttp://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar

Building a Content Marketing StrategyLeveraging Brand Ambassadors Identify brand ambassadors What are they talking about? Where are they talking? Ask for testimonials Follow/Mention them on Twitter, Linkedin Feature them in newsletters Invite to events Ask!

Building a Content Marketing StrategySuccess Metrics(SAMPLE) Facebook Success Metrics FY 2012 FY 2012 YoY ACTUAL GOAL GROWTH Fans # # % Comments # # % CTR # # % Sentiment # # % Shares # # % People Talking about This # # % Total Reach # # % Reach Frequency # # % Avg likes p/post # # % Avg comments p/post Avg impressions p/post Avg shares p/post Avg clicks p/post # of Leads # # % Hubspot Marketing Grader # # % Competitive Analysis # # %

Building a Content Marketing Strategy Measurement Tools SOCIAL FACEBOOK TWITTER BLOG WEBSITE MEDIA OVERALL•Argyle Social •FB Insights •Twitter •Wordpress •Omniture •Sprinklr •Edge Rank Counter •CMS •Google •Awareness •Checker •Retweet.co.u •Google Analytics •JitterJam k •Wildfire •Social •Tweetdeck •RSS Mention •Hootsuite •Commenting •Klout •hubspot Marketing Grader

Building a Content Marketing StrategyKPIs per Channel Social Networks  DIRECT: Fans, Followers, Shares, Reach, Interactions, Affinity  INDIRECT: Website views, Brand engagement, Time on Page, Change over Time Online Communities  DIRECT: Active Users, Engagement, # of Communities  INDIRECT: Traffic, Conversion rate, Time on Page, Change over Time Blog  DIRECT: Comments, Followers, Email/RSS Subscribers, Views  INDIRECT: Website traffic, Brand Sentiment, Change over Time

Building a Content Marketing StrategyLooking Beyond the Numbers Value  Is community made up of target audience? Engagement  How are conversations being shared?  Is the community converting to leads, referrals?  How active is the community? Brand Reach  Are communities growing efficiently (cost)  How is social media driving brand reach

Tips for SuccessMake Content… Easy to find Easy to read Easy to understand Action-oriented ViralTIP: Keep an inventory of content created, used, to be used!

Tips for Success Leverage internal allies Establish cross functional teams; SMEs Hold routine meetings with content stakeholders Repurpose content Establish external relationships Educate! Demonstrate value of content Set priorities; start small Get awesome at back bends! Get chatty

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Developing a Content Marketing Strategy

by Katie Roberts on Feb 08, 2012

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Developing a Content Marketing Strategy — Presentation Transcript