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September 11, 2013
2013 Webinar Series
8 Must-Dos for Your 2014
Content Marketing Plan
| 2
8 Must-Dos for Your 2014 Content
Marketing Plan
Thank you for join New York Times best selling author Jay Baer,
and di...
| 3
Today’s Speakers
JAY BAER - CONVINCE & CONVERT:
Jay Baer is a hype-free marketing strategist, acclaimed keynote speake...
| 4
Today’s Moderator
DAVID ST. JOHN TRADEWELL – ECONSULTANCY
David has been an advertising, marketing and media professio...
Autographed Book Giveaway!
| 5
Audience members who submitted
questions before today’s webcast
will receive an autographed...
| 6
What We Hope You Learn Today!
1. How to refocus your content efforts around help, not hype
2. When and how to use soci...
@jaybaer
The difference between
helping and selling is
just 2 letters.
| 7 #CMPlan2014
| 8 #CMPlan2014
| 9 #CMPlan2014
| 10 #CMPlan2014
Youtility is marketing
so useful, people would
pay for it.
| 11 #CMPlan2014
| 12 #CMPlan2014
You are competing for
attention against
everything.
| 13 #CMPlan2014
Number of Blogs (in millions)
| 14
35
173
#CMPlan2014
If you create Youtility,
your customers will
keep you close.
| 15 #CMPlan2014
Useful articles are
forwarded 30% more
than average.
| 16 #CMPlan2014
| 17 #CMPlan2014
It’s all about self-serve
information.
| 18 #CMPlan2014
B2B customers contact
the company only
after 70% of the
purchase decision has
been made
| 19 #CMPlan2014
Staffing: Who’s job is content
marketing?
| 20 #CMPlan2014
| 21
Youtility is a skill, not
a job.
#CMPlan2014
Staffing: It’s Everyone’s!
Proper content marketing
execution crosses many
tactics, and the more buzz,
the better!
Everyon...
Trust Matters.
Company experts – 66%
Regular employees – 50%
CEOs – 30%
| 23 #CMPlan2014
Inspiration doesn’t
respond to meeting
requests.
| 24 #CMPlan2014
| 25 #CMPlan2014
| 26 #CMPlan2014
| 27 #CMPlan2014
Tactical Integration: Content Strategy
at the Core
tactic-
agnostic
future-
friendly
search
social
promotion &
engagement
...
Content Strategy: Informed & Effective
Content Planning
29
3. Gap
Analysis
Categories &
Topics
4. Plan
Creation
Tactics &
...
Many companies are creating content
focused positions to own the process.
Roles & Responsibilities
catalog all content
man...
Staffing Trends
| 31 #CMPlan2014
In-house v. Outsourced
Commonly “In-housed”
Production level creative and
content creation
Social posting and brand
intera...
Content Demand Through Digital Data
| 33
Keyword based search and social research
categorized by topical theme, prioritize...
Choosing Content Executions for
Each topic
Understand Usage
Heavily searched topics lend themselves to consumer
research. ...
Content Types
Continued
Content Type Opportunities:
Most companies lack visual
content balance and variation.
What’s your ...
| 36 #CMPlan2014
Create Taxonomies & Personas Based
on Prioritized Content Demand
| 37
ATM
ATM machine
cash machine
teller machine
generic
...
Market Your Marketing.
| 38 #CMPlan2014
| 39 #CMPlan2014
Content is fire,
Social media is gasoline.
| 40 #CMPlan2014
| 41 #CMPlan2014
| 42 #CMPlan2014
| 43 #CMPlan2014
Use social to promote
Youtility first, company
second.
| 44 #CMPlan2014
The goal isn’t to create
content. The goal is to
improve your business
because of content.
| 45 #CMPlan2014
Common Content Marketing Metrics
| 46
Trending: Content Attribution
#CMPlan2014
Budgeting for Content Marketing
| 47 #CMPlan2014
Research Through Plan Creation
Content Audit (Annual) - $20K to +$50K: Page/piece level best
practice and performance audi...
Management & Execution
Program Management - $2K to +$10K (monthly): Dependent on plan
depth, roles and responsibilities, a...
Autographed Book Giveaway!
| 50
Audience members who submitted
questions before today’s webcast
will receive an autographe...
About ethology and Convince &
Convert
ethology is an integrated full-service digital marketing agency
for evolving consume...
| 52
Thanks for your time
Econsultancy is a global independent community-based publisher, focused on
best practice digital...
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8 Must-Dos for Your 2014 Content Marketing Plan

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Econsultancy, ethology's Mike Corak, and New York Times Best Selling Author of Youtility, and President of Convince & Convert, Jay Baer, webinar focused on helping prep for 2014 Content Marketing Planning, discussion includes:
1 - How to refocus your content efforts around help, not hype
2 - When and how to use social media to promote your content, and vice versa
3 - What trends and best practices you should use for staffing your content marketing program
4 - Why integrating your content marketing efforts will maximize return
5 - How to better understand your customers, and develop insights for content topics
6 - How to pick the right content execution for each topic
7 - How to measure the impact of your content efforts
8 - How much should you be spending on content marketing in 2014

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  • Transcript of "8 Must-Dos for Your 2014 Content Marketing Plan"

    1. 1. September 11, 2013 2013 Webinar Series 8 Must-Dos for Your 2014 Content Marketing Plan
    2. 2. | 2 8 Must-Dos for Your 2014 Content Marketing Plan Thank you for join New York Times best selling author Jay Baer, and digital marketing brainiacs Mike Corak and David St. John Tradewell, for this fast-paced Econsultancy Webinar that will make a measurable difference in the content marketing success of your company. You may have been asking, "Why would these three marketers want to give away so much knowledge?" Because they want to! #CMPlan2014
    3. 3. | 3 Today’s Speakers JAY BAER - CONVINCE & CONVERT: Jay Baer is a hype-free marketing strategist, acclaimed keynote speaker, and best selling author. A founder of five companies, Jay is President of the social media and content marketing consultancy Convince & Convert. A digital marketing pioneer, Jay has advised more than 700 companies since 1994, including 30 Fortune 500 corporations. His new business book Youtility: Why Smart Marketing is About Help Not Hype reached #3 on the New York Times best seller list. He was also named one of America’s top social media consultants by Fast Company magazine, and his Convince and Convert blog is ranked as the world’s #1 content marketing resource. MIKE CORAK – EVP, STRATEGY, ETHOLOGY Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and agency services teams. An agency veteran, Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 12-year career, including Coca- Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led the interactive services, strategy and client management teams at Off Madison Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing Professional Organization), helping drive the search industry’s trade group initiatives in research and best practices education. #CMPlan2014
    4. 4. | 4 Today’s Moderator DAVID ST. JOHN TRADEWELL – ECONSULTANCY David has been an advertising, marketing and media professional since the early 1990’s and has more than 17 years experience in digital. He founded the first online advertising team for the Times Supplements Group at News International before joining the original global search engine, AltaVista in 1999. He was part of the founding team of Europe’s leading search and social media specialists, Spannerworks and stayed with the firm after its sale to iCrossing. During his tenure the company became the largest independent digital marketing firm in the world, before being sold to Hearst Media in 2010. David has worked with dozens of global brands and Fortune 500 business such as Coca-Cola, Bank of America, Toyota, eBay, Dell, Pfizer and Unilever. #CMPlan2014
    5. 5. Autographed Book Giveaway! | 5 Audience members who submitted questions before today’s webcast will receive an autographed copy of Jay Baer’s latest NY Times Best Seller – Youtility (the book includes comments from Mike Corak, EVP @ethology) Include the hashtag #CMPlan2014 in a tweet for additional chances to win now! #CMPlan2014
    6. 6. | 6 What We Hope You Learn Today! 1. How to refocus your content efforts around help, not hype 2. When and how to use social media to promote your content, and vice versa 3. What trends and best practices you should use for staffing your content marketing program 4. Why integrating your content marketing efforts will maximum return 5. How to better understand your customers, and develop insights for content topics 6. How to pick the right content execution for each topic 7. How to measure the impact of your content efforts 8. How much should you be spending on content marketing in 2014 #CMPlan2014
    7. 7. @jaybaer The difference between helping and selling is just 2 letters. | 7 #CMPlan2014
    8. 8. | 8 #CMPlan2014
    9. 9. | 9 #CMPlan2014
    10. 10. | 10 #CMPlan2014
    11. 11. Youtility is marketing so useful, people would pay for it. | 11 #CMPlan2014
    12. 12. | 12 #CMPlan2014
    13. 13. You are competing for attention against everything. | 13 #CMPlan2014
    14. 14. Number of Blogs (in millions) | 14 35 173 #CMPlan2014
    15. 15. If you create Youtility, your customers will keep you close. | 15 #CMPlan2014
    16. 16. Useful articles are forwarded 30% more than average. | 16 #CMPlan2014
    17. 17. | 17 #CMPlan2014
    18. 18. It’s all about self-serve information. | 18 #CMPlan2014
    19. 19. B2B customers contact the company only after 70% of the purchase decision has been made | 19 #CMPlan2014
    20. 20. Staffing: Who’s job is content marketing? | 20 #CMPlan2014
    21. 21. | 21 Youtility is a skill, not a job. #CMPlan2014
    22. 22. Staffing: It’s Everyone’s! Proper content marketing execution crosses many tactics, and the more buzz, the better! Everyone can help, even if it’s just with simple promotion. | 22 #CMPlan2014
    23. 23. Trust Matters. Company experts – 66% Regular employees – 50% CEOs – 30% | 23 #CMPlan2014
    24. 24. Inspiration doesn’t respond to meeting requests. | 24 #CMPlan2014
    25. 25. | 25 #CMPlan2014
    26. 26. | 26 #CMPlan2014
    27. 27. | 27 #CMPlan2014
    28. 28. Tactical Integration: Content Strategy at the Core tactic- agnostic future- friendly search social promotion & engagement analytics lifecycle marketing (email) paid media promotion content creation content strategy lenses: local & mobile #CMPlan2014
    29. 29. Content Strategy: Informed & Effective Content Planning 29 3. Gap Analysis Categories & Topics 4. Plan Creation Tactics & Prioritization 1. Audience Intelligence Vernacular & Demand 5. Plan Execution Analysis & Agility #CMPlan2014
    30. 30. Many companies are creating content focused positions to own the process. Roles & Responsibilities catalog all content manage all content creation, curation, & distribution own content calendars & management tools measure results, arrange adjustments & optimization perform content strategy role inform & coordinate with offline & traditional efforts #CMPlan2014
    31. 31. Staffing Trends | 31 #CMPlan2014
    32. 32. In-house v. Outsourced Commonly “In-housed” Production level creative and content creation Social posting and brand interaction Internal program management Business goal reporting and total ROI analysis Commonly Outsourced Research, strategy and planning Ideation Complex content creation External program management Content tagging Related development Media promotion Program level reporting Ongoing recommendations and plan adjustments | 32 #CMPlan2014
    33. 33. Content Demand Through Digital Data | 33 Keyword based search and social research categorized by topical theme, prioritized by position in the funnel (brand introduction to conversion) Identifies consumer vernacular, popularity, associated and common interests, and content types to inform content strategy Other sources for content marketing insights: Focus groups, surveys, polls Website analytics Social analytics Site search Competitive efforts Stated email interests #CMPlan2014
    34. 34. Choosing Content Executions for Each topic Understand Usage Heavily searched topics lend themselves to consumer research. Ensure core interest is represented in site content. Timely interest may be more suited for blog posts. Consider downloads, reference content, and tools. Deliver stated interest based content directly (ex. Email). Popular conversational topics lend themselves to quickly digestible formats. Consider social conversation starters, pointing to reference points, with highly sharable and consumable content. Content with legs (social posts, small videos, blog posts, infographics,), short and to the point, tagged with proper micro content for sharing. | 34 #CMPlan2014
    35. 35. Content Types Continued Content Type Opportunities: Most companies lack visual content balance and variation. What’s your visual content strategy? Few customize and have enough content related to consumer desires within various lenses (device and local). Tip: Analyze competitively performing content for type to assist in understanding where the “bar” is, and what it may take to surpass performance | 35 #CMPlan2014
    36. 36. | 36 #CMPlan2014
    37. 37. Create Taxonomies & Personas Based on Prioritized Content Demand | 37 ATM ATM machine cash machine teller machine generic ATM machines for sale buy ATM machines sale/purchase ATM business ATM solutions ATM placement owning an ATM info ATM security ATM services ATM repair technology/services ATM companies ATM manufactures ATM providers company/provider ATM equipment ATM parts ATM models products/parts Nautilus Hyosung #CMPlan2014
    38. 38. Market Your Marketing. | 38 #CMPlan2014
    39. 39. | 39 #CMPlan2014
    40. 40. Content is fire, Social media is gasoline. | 40 #CMPlan2014
    41. 41. | 41 #CMPlan2014
    42. 42. | 42 #CMPlan2014
    43. 43. | 43 #CMPlan2014
    44. 44. Use social to promote Youtility first, company second. | 44 #CMPlan2014
    45. 45. The goal isn’t to create content. The goal is to improve your business because of content. | 45 #CMPlan2014
    46. 46. Common Content Marketing Metrics | 46 Trending: Content Attribution #CMPlan2014
    47. 47. Budgeting for Content Marketing | 47 #CMPlan2014
    48. 48. Research Through Plan Creation Content Audit (Annual) - $20K to +$50K: Page/piece level best practice and performance audits across channel. What do you have and how is it performing? Breadth of current content directs effort. Audience Research (Quarterly) - $10K to +$50K: Typically includes topic level digital data examination, listening, and audience polling by segment, with initial analysis and recommendations. Competitive Analysis - $5K to +30K: Includes cross-channel documentation of competitive efforts by topical theme, highlighting superior execution and performance for consideration. Strategy and Plan - $20K to +$80K: Comprehensive, cross-channel, content strategy and plan, typically includes goal and performance mapping, style and tone guides, content gap analysis, personas, roles and responsibilities matrix, content identification and topical prioritization, content calendars, projections, reporting samples | 48 #CMPlan2014
    49. 49. Management & Execution Program Management - $2K to +$10K (monthly): Dependent on plan depth, roles and responsibilities, and current tactic level integration. Program Reporting and Insights – $2K to +$5K: Dependent on program complexity and activity levels Content Plan Execution – $5K to +$50K (monthly): Dependent on plan and content needs, as well as organizational integration. May include cross-channel content curation and creation, channel specific optimization (search, social, etc), microformats, microcontent, distribution, testing, and conversion optimization. | 49 #CMPlan2014
    50. 50. Autographed Book Giveaway! | 50 Audience members who submitted questions before today’s webcast will receive an autographed copy of Jay Baer’s latest NY Times Best Seller – Youtility (the book includes comments from Mike Corak, EVP @ethology) Include the hashtag #CMPlan2014 in a tweet for additional chances to win now! #CMPlan2014 Find this presentation at www.slideshare.net/mcorak
    51. 51. About ethology and Convince & Convert ethology is an integrated full-service digital marketing agency for evolving consumer brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services. www.ethology.com Convince & Convert is a strategic consulting firm that works with leading companies in North America to improve their social media and content marketing. The company also produces the award-winning Convince & Convert blog (named #1 content marketing blog in the world) and the popular Social Pros podcast. www.convinceandconvert.com | 51 #CMPlan2014
    52. 52. | 52 Thanks for your time Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 180,000+ subscribers worldwide from clients, agencies and suppliers alike. We help our subscribers build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. Since 1999 our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. www.econsultancy.com All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011. #CMPlan2014

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