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Content Marketing For Beginners: What, Why and How
- 1.
- 2. INTRO TO CONTENTMARKETING #cmintro
- 3. QUESTIONS WEâLL ANSWERTODAY WHAT is content marketing? WHY content marketing? HOW do you measure success? #cmintro
- 4. WHAT IS CONTENTMARKETING? A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience â with the objective of driving profitable customer action. #cmintro
- 5. WHAT IS CONTENTMARKETING? Content is created with a specific goal in mind: ⢠Subscriptions ⢠Shares ⢠Purchases ⢠Engagement #cmintro
- 6. WHAT IS CONTENTMARKETING? Content is created with a specific audience in mind (B2C or B2B): Current customers Prospective customers Decision-makers End users #cmintro
- 7. WHAT IS CONTENTMARKETING? Content is created for many reasons other than direct sales: #cmintro Education Thought Leadership Search Traffic Trust
- 8. WHAT IS CONTENTMARKETING? ⢠Blog ⢠eBooks ⢠Whitepapers ⢠Case studies ⢠Reports ⢠Video ⢠Podcasts ⢠Webinars ⢠Infographics #cmintro
- 9. WHAT IS CONTENTMARKETING? BLOGGING. In 2013, 84% of marketers rated blogs as either somewhat or very effective. #cmintro
- 10. WHAT IS CONTENTMARKETING? BLOGGING. Companies that blog 15 or more times per month receive 5x more traffic than companies that donât.
- 11. WHAT IS CONTENTMARKETING? BLOGGING. Rotate between: ⢠Content type ⢠Audience ⢠Topic ⢠Goal ⢠Authors #cmintro
- 12. WHAT IS CONTENTMARKETING? SEO. ⢠Use a tool like Google AdWords to identify keywords with high search results and low competition. ⢠Do NOT keyword stuff your content.
- 13. WHAT IS CONTENTMARKETING? EBOOKS. Put valuable assets like eBooks, reports and webinars behind a form to help drive sales leads and customer outreach. #cmintro
- 14. WHAT IS CONTENTMARKETING? INFOGRAPHICS. #cmintro Great for customer sharing and engagement.
- 15. WHAT IS CONTENTMARKETING? VIDEO. 90% How much of the online content pie video is projected to dominate within the next decade, according to YouTube 80% The percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days 46% Took some action after viewing that ad #cmintro
- 16. WHAT IS CONTENTMARKETING? VIDEO. ⢠VLOG (diary style) ⢠Vine (6 seconds; looping) ⢠Events (record keynotes) ⢠Interviews (live Q&A) ⢠Presentations (explain a topic in-depth) #cmintro
- 17. WHAT IS CONTENTMARKETING? PODCASTS. Flexible length; easy to create and upload. Showcase thought leadership in your industry. #cmintro
- 18. WHAT IS CONTENTMARKETING? WEBINARS. #cmintro
- 19. WHAT IS CONTENTMARKETING? WHITEPAPERS. Persuasive writing that must be backed up with facts/stats and sources. #cmintro
- 20. WHAT IS CONTENTMARKETING? REPORTS. Break up chunks of info w/visuals & insights for what the data means to customers. #cmintro
- 21. WHAT IS CONTENTMARKETING? CASE STUDIES. #cmintro Storytelling + quantifiable results = powerful tool.
- 22. WHAT IS CONTENTMARKETING? CURATION. ⢠News roundups ⢠Report summaries ⢠Commentary on a trending topic ⢠Themed SlideShare of customer-relevant charts ⢠Bundle blog posts or eBooks along a topic they have in common #cmintro
- 23. WHAT IS CONTENTMARKETING? DISTRIBUTION. Create one asset; repackage it for multiple channels. #cmintro
- 24. WHAT IS CONTENTMARKETING? LEAD GEN. Newsletter Form: Educate prospects and drive advocacy Contact Us Form: Sync prospects up with sales Lead Generation Form: Provide valuable information; get email addresses & job titles Event Registration Form: Collect information for reminders and followup
- 25. TL;DR: WHAT ISCONTENT MARKETING? ⢠Creating ⢠Curating ⢠Distributing ⢠Valuable ⢠Relevant ⢠Consistent Objective: Attract and acquire a clearly defined audience to drive profitable customer action. #cmintro
- 26. WHY CONTENT MARKETING? #cmintro
- 27. EXACT TARGET -THE STATE OF MARKETING 2014 47% of marketers listed driving increased conversion rates as a 2014 priority
- 28. Traditional sales techniquesare interruptive, and people have learned to tune them out.
- 29. WHY CONTENT MARKETING?VALUE. #cmintro
- 30. WHY CONTENT MARKETING?FUNNEL PHYSICS. Awareness >> Interest >> Consideration >> Intent >> Evaluation >> Purchase
- 31. WHY CONTENT MARKETING?AMPLIFICATION. #cmintro 68% of marketers believe email is core to their business.
- 32. TL; DR: WHYCONTENT MARKETING? - Differentiate from competitors - Position your brand/staff as thought leaders - Drive website traffic, inbound links & sales leads - Optimize for search engines - Build customer loyalty #cmintro
- 33. HOW DO YOUMEASURE SUCCESS? #cmintro
- 34. HOW DO YOUMEASURE SUCCESS? In click-throughs, in pageviews, in comments and shares on social. In bounce rate, in downloads, signups and sales. #cmintro
- 35. HOW DO YOUMEASURE SUCCESS? VISITOR BEHAVIOR.
- 36. HOW DO YOUMEASURE SUCCESS? DATA. YouTube Insights or Wistia Slideshare and Scribd When un-gated, measure downloads through your CRM platform or Google Analytics Native analytics tools #cmintro
- 37. HOW DO YOUMEASURE SUCCESS? SATISFACTION. We should be able to produce quantity and quality, deliver positive metrics and great stories, generate broad reach and deeper resonance. After all, itâs not content or marketing. Itâs content marketing. And we need to give that first word much more attention. #cmintro Jay Acunzo, sorryformarketing.com
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- 39. CONTENT MARKETING BESTPRACTICES Donât be obvious Diversify types of content Publish consistently Involve your customers Involve your teams Be part of the conversation Be personable #cmintro
- 40. CONTENT MARKETING BESTPRACTICES Articles with images get 94% more total views On Facebook, posts that include photos have a 37% higher level of engagement than just text Use stock photos, screenshots, hand-drawn images and charts #cmintro
- 41. CONTENT MARKETING TOOLS(MOSTLY FREE!) Image Sourcing: ⢠Flickr ⢠Shutterstock ⢠Apture ⢠Unsplash Manipulation: ⢠Canva ⢠Skitch
- 42. CONTENT MARKETING TOOLS(MOSTLY FREE!) #cmintro
- 43. CONTENT MARKETING RESOURCES ⢠How-toâs ⢠Templates ⢠Stock photos ⢠eBooks ⢠Infographic #cmintro s
- 44. CONTENT MARKETING RESOURCES #cmintro
- 46. GET IN TOUCH! Juliana Casale Content Marketing Manager Nanigans Twitter: @attackofthetext @bostoncontent #cmintro
Editor's Notes
- #3Â This is a bold statement, but Seth Godin has 421K followers so he probably knows what heâs talking about.
- #4Â Walk through the three main questions weâll be covering for an hour and a half.
- #5Â Definition by the Content Marketing Institute.
- #6Â VERY IMPORTANT: Canât gauge success if you donât first define goals. Do you want to boost engagement? Get more readers/followers? Increase signups? Your goal usually depends on what stage of business development your company is in.
- #7Â VERY IMPORTANT: Canât get audience to take action if you donât know what will motivate them. Current/prospective customers: B2C; Decision-makers, end users: B2B.
- #8Â VERY IMPORTANT: Need to diversify your content.
- #9Â Go over the different content types.
- #10Â A blog can be anything you want. Content to include: How-toâs, lists, expert Q&Aâs, industry news roundups, opinion/controversial pieces, customer interviews, infographics, summaries (webinars, reports, eBooks), guest posts. Great for all levels of the marketing funnel â education, persuasion, sales, media, branding, content assets, company culture! Cover WordPress basic features (multiple authors, features (images, links, video), editorial calendar, backend edits, reporting, social sharing, comments). Ex: WordPress, Blogger.
- #11Â Blogging is my favorite four-letter word. Hubspot: Based on Marketing Benchmarks from 7,000+ Businesses - Small businesses (1-10 employees) tend to see the biggest gain in traffic when they post more articles.
- #12Â A blog can be anything you want. Content to include: How-toâs, lists, expert Q&Aâs, industry news roundups, opinion/controversial pieces, customer interviews, infographics, summaries (webinars, reports, eBooks), guest posts.
- #13 Must be registered for AdWords to use. Allows you to search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform, and create a new keyword list. You can use this intelligence to inform your website copy and your blog content. Speaking of whichâŚ
- #14Â Great for qualified sales leads. Discuss form gating, tips for compelling a download.
- #15Â Benefits: 1. Infographics are extremely shareable. 2. Many studies have shown that people absorb and retain information better when text and images are combined on screen.
- #16Â Video stats.
- #17Â VLOG - Short for âvideo blog,â vlogs have been made popular by famous YouTube celebrities like Jenna Marbles (comedy), Michelle Phan (beauty tips), and Tobuscus (gaming). Each of these three celebs boasts several million views per video. Vlogs are typically 1â5 minutes in length and can be about anything â unlike webinars, which are more thematic in nature. VINE: Six seconds is very short, but also very reliable â the completion rate of a 6-second video is practically 100 percent. EVENTS: Highlight takeaways INTERVIEWS: Lead creatives can be interviewed about the vision for a new project; employees can make slice-of-life recruiting videos that showcase a culture of camaraderie, or your company could host an interview webinar that interviews industry experts via Skype. PRESENTATIONS:
- #18 Reasons to podcast: (1) You only need a laptop. (2) Reach a niche audience (3) Youâre in control of the length and time (4) The human voice is a powerful connective tool (5) Become a recognized expert. Examples: #TechItFwd is a chat on the awesomeness of Boston's startup ecosystem (for profit and nonprofit). Plain and simple. It's a podcast about what's happening, why it's happening, and who it is happening to. We bring you dynamic interviews with Boston's thought leaders to tell you the real story of how they got where they are, and where they think our community is headed. Unstuckable: We are on a mission to help people like you discover, learn and share the actions, skills and habits to get unstuck and to become UnStuckable.
- #19Â Extend your reach. Small budget, big impact. Connect up to 1000 people in real time and record so you can upload it for future visitors. Allows your customers to ask questions live. Demo your product, launch a project, explain features, collect emails. Example: GoTo Meeting.
- #20Â Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers. Collect emails.
- #21 A report is a clearly structured document that presents information as clearly and succinctly as possible. Reports should be easy to read and professional in presentation. Reports are used to help make decisions or account for actions. Reports use research to make recommendations for action.Â
- #22Â A case study is a descriptive, exploratory or explanatory analysis of a person, group or event. Narrative arc: Intro/clientâs goals. Strategy (targeting, creative, optimization). Results and takeaways.
- #23 Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.  The work  involves  sifting, sorting, arranging, and publishing information.  A content curator cherry picks the best content that is important and relevant to share with their community. It isnât unlike what a museum curator does to produce an exhibition:  They identify the theme, they provide the context, they decide which paintings to hang on the wall, how they should be annotated, and how they should be displayed for the public. Content curation is not about collecting links or being an information pack rat, it is more about putting them into a context with organization, annotation, and presentation. Content curators provide a customized, vetted selection of the best and most relevant  resources on a very specific topic or theme.
- #24Â Starting in the center, weâd first figure out the biggest problem facing our audience, and then create a resource to help them solve that problem (in this example, by providing templates or a guide). Helps reel in highly qualified traffic to convert. Every other activity around that would serve a single purpose: Drive traffic to the content offer. The activities around the wheel are quicker to do and more repeatable, plus theyâre great at generating traffic and reach. The core offer in the middle is not so great at reach, but it focuses on resonance. Itâs the most desirable piece in all of it because it solves a huge problem for the buyer, but itâs also built to convert that traffic for us. FORM-GATING: content such as white papers, case studies, E-books and infographics.
- #25Â With content such as white papers, E-books and infographics to learn more about relevant industry trends and specific solutions, organizations use these assets to generate leads. Examples of how to set up/collect form data: FormStack, FormAssembly.
- #26Â Review what we just learned.
- #27Â Ask the class.
- #28Â Conversion = the point at which a recipient of a marketing message performs a desired action. In other words, conversion is simply getting someone to respond to your CTA. Ex: Getting someone to open an email, filling out a registration form to read your website content â most importantly, buying/subscribing to your product.
- #29 Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online âsurfingâ that they can take in online information without a care for banners or buttons (making them irrelevant). Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing.Â
- #30Â Communication is interactive and two-way. Customers comes to YOU! Via search engines, referrals, social media. Marketers provide value. They seek to entertain and educate.
- #31Â Brief overview of the marketing funnel & why targeting with tools is so important.
- #32Â You can distribute content any number of ways â stats, photos, emails, social media, collections.
- #33Â Reasons why you would use content marketing.
- #34Â Ask the class.
- #35Â I am a huge nerd.
- #36Â Google Analytics is a go-to tool for monitoring your website and all interactions with it. Install a tracking code and view reports within 24 hours. Why is bounce rate and time spent on site important?
- #37Â Page views: These are easy to measure using Google Analytics or a similar web analytics program. Video views. YouTube Insights and similar data work best here. Document views: Slideshare and Scribd both simplify your access to this data. Downloads: When un-gated, measure downloads through your CRM platform or Google Analytics and other web analytics software. Social chatter: Services like Mention.net, Radian6, Sysomos, and Viralheat are all viable options.
- #38Â Definition by the Content Marketing Institute.
- #39Â Troubleshooting tips â Whatâs your top-performing content, and how can you spin it into a series? Whatâs going on in your industry right now? What stumbling blocks are there for sales? What are your customers saying? When all else fails, send out a survey to ask how you can help them in their day to day lives, or ask for user-generated content.
- #40Â Conversions happen after the click, which is when your audience has to spend time with your stuff. The content needs to be good enough to resonate emotionally or intellectually with another person. Know your goals: Shares, subscriptions, conversions, et cetera. Know your audience, too.
- #41Â Conversions happen after the click, which is when your audience has to spend time with your stuff. The content needs to be good enough to resonate emotionally or intellectually with another person. Know your goals: Shares, subscriptions, conversions, et cetera. Know your audience, too.
- #42Â Here are a few tools for elevating your visuals.
- #43Â Wistia allows you to embed videos to your site for free, tweak widgets and easily track views/shares. Directr is an app that allows easy video production using your smartphone.
- #44Â Hubspot is a very large database of content marketing resources.
- #46Â Allow ten minutes for Q&A.
- #47Â Brief intro â my name, where I work, English major at UF, etc.