Developing a Content Marketing Strategy

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Developing a content marketing strategy …

Developing a content marketing strategy
- Understanding target audience to build social personas
- Build an editorial content calendar
- Leverage brand ambassadors for content curation
- Establish a baseline set of metrics

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  • After today, you will have a better understanding of how to: Understand target audience & adapt social media persona’sLearn how to build a successful content calendar (pillars of content)Leverage brand ambassadors as content curatorsEstablish a set of baseline metrics
  • In short, content marketing is Communicating with customers & prospects without selling non-interuption marketing (Different from traditional PUSH marketing)- Delivering information that educates the buyer/consumer- If businesses deliver consistent, ongoing valuable information, consumers/prospects ultimately reward company with business & loyalty- it’s a scalable business model that can be applied to small and large firms alikePlaces where Content marketing is happeningBlogsSocial media sitesSocial behavior sites (you tube, four square, get glue, pinterest)WebsitesWhite papersContent Marketing is:Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining.Marketing-backed. The content has underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish.Behavior-driven. Seeks out to maintain or alter the recipient’s behavior.Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated.Targeted toward a specific audience. If you can’t name the audience, it’s not content marketing.VIDEO: http://www.junta42.com/resources/what-is-content-marketing.aspx
  • Social CompassBlue – Emotions/SentimentPink – channelsGreen - PlatformYellow - PlayersSocial marketing compass points a brand in a physical & experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online. http://www.theconversationprism.com/media/images/socialcompass-poster-lg.jpg
  • Define objectives and goals What is the ideal state after successfully implementing a content amrketing strategy? What are the business outcomes you can expect from a content marketing strategy Greater brand visibility Ideation What is the organizational impact of a content marketing strategy These are the “sales and marketing” impacts Increased revenue Increased customer loyalty Increased referrals Shorter conversion periods Entire organization has a complete view of customer and related customer needs What is the user evidence that a content marketing strategy has been successful? “I recommend you” “I tell my friends about you” “you don’t make me work to get info” “You may the process to buy very easy” “You have the best customer service”
  • Define objectives and goals What is the ideal state after successfully implementing a content marketing strategy? What are the business outcomes you can expect from a content marketing strategy Greater brand visibility Ideation What is the organizational impact of a content marketing strategy These are the “sales and marketing” impacts Increased revenue Increased customer loyalty Increased referrals Shorter conversion periods Entire organization has a complete view of customer and related customer needs What is the user evidence that a content marketing strategy has been successful? “I recommend you” “I tell my friends about you” “you don’t make me work to get info” “You may the process to buy very easy” “You have the best customer service”Use that to build the business objectives, goals, and KPIs
  • Define the social personaDemographic & Psychographic infoWhy I am interacting with the brand Personality & character traitsAbout me (interests, career, skills, favorite things)Life & Career goalsCreate examples of things persona would sayAsk yourself, “Is this something [persona] would say or respond to?”Size of companySize of departmentTitleJob dutiesmain decision maker?Geographic areaIncome level2: Build out the separate segments based on similar traits (You’ll probably end up with multipleperonas”3: What are they thinking? Why did they really buy product/service? What is the one thing they want to hear when choosing a solution? What pressures do they face in their job? What challenges do they face at work?4: Name it to claim it! Give them an image &a name Create their stories.
  • Value Proposition- I am a fan of [brand] because they always provide me with relevant information and recognizes the challenges that I have in my career. They genuinely listen to my feedback, resolve issues in a timely fashion, etc. I feel confident in sharing [brand’s] content with friends and that it is accurate, professional, and timelyPillars of ContentContent types white paper, blog, photos, videos, status updates, link bait, etc.Frequency Medium where will content be postedSource team responsible for creating contentSuccess metrics
  • http://www.theconversationprism.com/About the Conversation PrismBrian Solis & Jess3The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network. V 3.0introduces new groups and networks and also removes those networks no longer in play. Use the Conversation Prism to see what you're missing!
  • Post DateAuthorTitle, keywords, categories, tagsCall to actionIdentify targeted buying stageDistribution network (where is it being posted)
  • Value Proposition- I am a fan of [brand] because they always provide me with relevant information and recognizes the challenges that I have in my career. They genuinely listen to my feedback, resolve issues in a timely fashion, etc. I feel confident in sharing [brand’s] content with friends and that it is accurate, professional, and timely
  • Value Proposition- I am a fan of [brand] because they always provide me with relevant information and recognizes the challenges that I have in my career. They genuinely listen to my feedback, resolve issues in a timely fashion, etc. I feel confident in sharing [brand’s] content with friends and that it is accurate, professional, and timely
  • Key Questions to AskAs it relates to content marketing efforts – key questions to ask when evaluating metricsTies back to business objectives
  • Make content easy to findMake content easy to read (chunking, bullets, Understandable – average reading level Actions – make it easy to interact and respond w/ content, share, take action, forms, pollsViral / Sharability

Transcript

  • 1. Katie B. Roberts | @KatieBRoberts
  • 2.  Understand target audience and adapt social media persona’s Build a content calendar Leverage brand ambassadors Establish baseline metrics
  • 3. 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
  • 4. What is Content Marketing? SOURCE: http://www.theconversationprism.com/media/images/socialcompass-poster-lg.jpg
  • 5. 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
  • 6. Building a Content Marketing StrategyGoals & Objectives Identify the ideal state  Business outcomes  Organizational impact  User evidence Business Business KPIs Objectives Goals
  • 7. 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
  • 8. 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!
  • 9. Building a Content Marketing StrategyContent Framework Define the Value Proposition Pillars of Content  Content types  Frequency  Medium  Source Success metrics
  • 10. 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
  • 11. Building a Content Marketing StrategyLeveraging Brand Ambassadors NEEDS CONTENT
  • 12. Building a Content Marketing StrategyContent Editorial CalendarSource: Content Marketing Institute | Michele Linnhttp://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar
  • 13. 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!
  • 14. 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 # # %
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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!
  • 19. 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
  • 20. ResourcesBooks
  • 21. Let’s Connect!