11 Content Marketing Planning Tips for 2015

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This presentation, given by Jay Baer and Mike Corak, covers the top 11 +1 bonus content marketing tips for use in company's content marketing planning processes. Entering the new year it is critical to understand Tactically where the discipline is headed, Strategically how to create and what to consider in your plan, and Operationally how to pull of your your planned activity with processes and resources alike.

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  • 11 Content Marketing Planning Tips for 2015

    1. 1. 2014 Webinar Series 11 (+1) Content Marketing Planning Tips for 2015 August 26, 2014
    2. 2. What We Hope You Learn Today! 1. 11 (+1) Content Marketing tips designed to help you plan for 2015 2. Tactical insights into implementing cutting edge executions 3. Strategic thoughts to help move your program ahead of the competition 4. Operational discussion designed to give your program the delivery backbone needed to win | 2 @jaybaer #CMPlan2015 @mikecorak
    3. 3. Today’s Speakers @jaybaer #CMPlan2015 @mikecorak | 3 JAY BAER – PRESIDENT, CONVINCE & CONVERT: •Hype-free marketing strategist, acclaimed keynote speaker, and best selling author of Youtility •President of social media and content marketing consultancy Convince & Convert •Has advised more than 700 companies since 1994, including 30 Fortune 500 corporations •Named one of America’s top social media consultants by Fast Company magazine •Convince and Convert blog is ranked as the world’s #1 content marketing resource MIKE CORAK – EVP, STRATEGY, ETHOLOGY •Leads the strategic planning and agency services teams at ethology, recently named Inc. 500’s #75 fastest growing companies •Has developed and implemented winning digital and integrated strategies for hundreds of companies over his 17-year career, including Coca-Cola, ConAgra Foods, Farmers Insurance, FedEx, Nike, Office Depot, and Walt Disney •Frequent speaker, blogger, and thought leader on content marketing and integrated marketing •Secretary and Treasurer of SEMPO
    4. 4. Autographed Book Giveaway! The first 5 audience members who tweet #CMPlan2015 will (1)Receive an autographed copy of Jay Baer’s latest NY Times Best Seller – Youtility (2)Be entered into a drawing to receive a free content marketing audit Find this presentation at www.slideshare.net/mcorak @jaybaer #CMPlan2015 @mikecorak
    5. 5. And if you didn’t hear… @jaybaer #CMPlan2015 @mikecorak | 5
    6. 6. 11 (+1 Bonus!) 2015 Content Marketing Planning Tips 123 @jaybaer #CMPlan2015 @mikecorak | 6 TACTICS • Video Content • Snackable Content • Audio Content • Uni-Functionable Apps STRATEGY • Repurpose & Repackage Content • Cooperative Content • Real Time Marketing & Newsrooms • Content Amplification OPERATIONS • Content Everywhere • Content Creation Process • Content Metrics & Optimization • Right-Sized Resources
    7. 7. But before we begin, how was our advice for 2014 (8 Must Dos)? @jaybaer #CMPlan2015 @mikecorak | 7 Content Marketing adoption was high as predicted! However, planning and operationalizing Content Marketing programs left much to be desired.
    8. 8. 2015: Focus on the Content Marketing Engine (apologies Vin Diesel) @jaybaer #CMPlan2015 @mikecorak | 8
    9. 9. 1. Create Snackable Content 123 @jaybaer #CMPlan2015 @mikecorak | 9 The smaller the content, the more easily it can be consumed
    10. 10. Content marketing is about feathers and bricks 123 Size: Snackable Portability: High Goal: Awareness Shelf-Life: Short Cost: Low (per piece) Volume: High Size: Hefty Portability: Low Goal: Persuasion Shelf-Life: Longer Cost: Higher Volume: Low @jaybaer #CMPlan2015 @mikecorak
    11. 11. Map Feathers and Bricks to Purchase Funnel 123 @jaybaer #CMPlan2015 @mikecorak
    12. 12. Snackable in Action 3 million people reached, 34,000 contest votes. @jaybaer #CMPlan2015 @mikecorak | 12 123
    13. 13. 2. Why Develop Video Content? 123 @jaybaer #CMPlan2015 @mikecorak | 13 Globally, Video Traffic will be 79% of all consumer Internet traffic in 2018, up from 66% in 2013
    14. 14. Ethology conducted over 200 content marketing audits in the past 12 months Over 95% of the companies audited had less than 20% of their content in a non-text format Video was a sliver of the remainder (under 5%) The GAP @jaybaer #CMPlan2015 @mikecorak | 14 123
    15. 15. Video Consumption Mobile Trends @jaybaer #CMPlan2015 @mikecorak | 15
    16. 16. Find Your Voice in Video How-To Content Lowe’s • Stop-motion • Simple tips & tricks • Home improvement how-tos Contests Doritos • #DoritosNameThatTune @jaybaer #CMPlan2015 @mikecorak | 16
    17. 17. 3. Embrace Audio Content In 2014, weekly audio podcast listening in the United States grew 25%, according to Edison Research @jaybaer #CMPlan2015 @mikecorak | 17 123
    18. 18. Audio is a Powerful Differentiator LTE and similar have increased podcast listening windows: Commuting, exercising Podcasting creates visceral bonds with listeners Podcasting lets you shine the light on your customers and partners @jaybaer #CMPlan2015 @mikecorak | 18 123
    19. 19. 3. Embrace Audio Content 123 LTE and similar have increased podcast listening windows: Commuting, exercising Podcasting creates visceral bonds with listeners Podcasting lets you shine the light on your customers and partners @jaybaer #CMPlan2015 @mikecorak | 19 Launching soon! Email submissions@marketingpodcasts.com to be notified at launch
    20. 20. 4. Release Uni-Functional Apps How many apps does Facebook have? @jaybaer #CMPlan2015 @mikecorak | 20 123
    21. 21. 6 Facebook Apps and Counting @jaybaer #CMPlan2015 @mikecorak | 21 123
    22. 22. Release Uni-Functional Apps How about LinkedIn? @jaybaer #CMPlan2015 @mikecorak | 22 123
    23. 23. LinkedIn, 6 and Counting @jaybaer #CMPlan2015 @mikecorak | 23 123
    24. 24. When to App (Existing Companies)? • You have a successful website and brand traction, and are doing the web basics (responsive) • An app would give the user a better way to engage with you on their mobile device than your responsive site • Your idea is best addressed with an app • The concept is so unique that it will stand out against the millions of apps out there • You’re confident that your concept exceeds a user need. In fact, the user might just pay for it! (Youtility) • And you’re ready to prove it (user testing and prototyping) @jaybaer #CMPlan2015 @mikecorak | 24
    25. 25. 5. Repurpose & Repackage Content @jaybaer #CMPlan2015 @mikecorak | 25 Repurpose Repackage Retire!
    26. 26. Content Audit Factors @jaybaer #CMPlan2015 @mikecorak | 26 • Useful and usable • Redundant, outdated, trivial (ROT) • Meets audiences’ needs • Balances business objectives • Voice, tone & style • Sharable • Optimized for intended channel • Addresses stages in the funnel • Varied types
    27. 27. ROT Content Audit Redundant: Duplicate content, overly wordy, too many clicks/steps Outdated: Expired offers, out-of-date content, outdated materials, broken links/images Trivial: Not relevant for the brand, no value for the visitor, missing content or context @jaybaer #CMPlan2015 @mikecorak | 27
    28. 28. 6. Embrace Cooperative Content @jaybaer #CMPlan2015 @mikecorak | 28
    29. 29. Broaden Your Sources for Content The best (and perhaps the most persuasive) sources of content may not be from your marketing team: Customers – every email you receive is potential content Employees – company experts are trusted 65% of the time, CEOs are trusted 35% of the time, according to Edelman research @jaybaer #CMPlan2015 @mikecorak | 29
    30. 30. A Co-operative Content Machine More than 1,200 reviews @jaybaer #CMPlan2015 @mikecorak | 30
    31. 31. 7. Real Time Marketing & Newsrooms @jaybaer #CMPlan2015 @mikecorak | 31 Creating a steady stream of snackable content with personnel and process
    32. 32. Riding the Hashtag In-house teams and agencies use trending topics and predictive discovery tools to determine what themes to cover. Combined with in-house brand journalists (many of them former traditional journalists), this creates a branded “newsroom” that operates similar to a TV station. Daily and weekly “rundown” of stories to be covered, feathers to be created, experiments to be tested. Real-time, contextually relevant social outreach based on keyword usage or geographic location. @jaybaer #CMPlan2015 @mikecorak | 32
    33. 33. RTM and Uncovering Opportunities 115,000 social posts at the London Olympics that didn’t include keywords @jaybaer #CMPlan2015 @mikecorak | 33
    34. 34. 8. Create a Content Amplification Budget @jaybaer #CMPlan2015 @mikecorak | 34
    35. 35. Organic Ain’t Enough If you create content (especially for top of the funnel, awareness purposes) it may not achieve your objectives with organic reach alone. Organic reach is on the decline, due to increased competition, the way most social networks are built, and artificial depression of reach to encourage advertising. If you’re serious about your content (especially a brick) you have to Market Your Marketing. @jaybaer #CMPlan2015 @mikecorak | 35
    36. 36. Megaphones for Sale Potential content amplification sources: Sponsored tweets Facebook sponsored (dark) posts Facebook boosted posts LinkedIn sponsored updates Outbrain Taboola Stumble Paid search Email (typically to your own list) Outreach to bloggers and podcasters Influencer programs @jaybaer #CMPlan2015 @mikecorak | 36
    37. 37. 9. Make Content Work Everywhere Responsive is no longer an option—needs to be standard Co-design process with user experience/design team Collaborate on content hierarchy, placement and emphasis for desktop, tablet & mobile experiences Content strategy + user experience effort @jaybaer #CMPlan2015 @mikecorak | 37
    38. 38. Stacking v. Interdigitation Two approaches: Stacking: Content collapses into place according to screen size shifts. Development approach. Interdigitation: Content aligns with context, no matter the resolution. Content strategy approach. More effort but more value. @jaybaer #CMPlan2015 @mikecorak | 38
    39. 39. Stacking Interdigitation | 39 @jaybaer #CMPlan2015 @mikecorak
    40. 40. 10. Implement Consistent Content Creation Processes Content Strategist Content Creator Content Strategist Guide Strategy Submit Internally Submit Internally Director of Operations Account Manager Approval Request Request Revisions Request Revisions Client Team Content Creator Request Revisions Request Revisions Request Revisions Request Revisions Submit Internally Approval Given Content Strategist Reporting Content Strategist Reporting Client Team + Client Team Content Creator Search Specialist @jaybaer #CMPlan2015 @mikecorak | 40 Plan Create Approve Publish/Govern Content Strategist Content Creator Content Strategist Guide Strategy Submit Internally Submit Internally Director of Operations Account Manager Request Approval Client Team Content Creator Submit Internally Approval Given Content Creator Search Specialist Client Team Client Team
    41. 41. 11. Choose the Right Metrics @jaybaer #CMPlan2015 @mikecorak | 41 Trending: Content Attribution
    42. 42. 12. Right-Size Your Content Marketing Resources The most important resource factors to consider AFTER you create your content marketing plan: Staffing and/or Outsourcing: Content creators AND content planners with authority Integration Points: Development, Search, Social, Email, Media, Offline, and Analytics Media: Social amplification, sponsorship, media promotion @jaybaer #CMPlan2015 @mikecorak | 42
    43. 43. 11 (+1 Bonus!) 2015 Content Marketing Planning Tips 123 @jaybaer #CMPlan2015 @mikecorak | 43 TACTICS • Video Content • Snackable Content • Audio Content • Uni-Functionable Apps STRATEGY • Repurpose & Repackage Content • Cooperative Content • Real Time Marketing & Newsrooms • Content Amplification OPERATIONS • Content Everywhere • Content Creation Process • Content Metrics & Optimization • Right-Sized Resources
    44. 44. Don’t Forget: Autographed Book Giveaway! The first 5 audience members who tweet #CMPlan2015 will (1)Receive an autographed copy of Jay Baer’s latest NY Times Best Seller – Youtility (2)Be entered into a drawing to receive a free content marketing audit Find this presentation at www.slideshare.net/mcorak @jaybaer #CMPlan2015 @mikecorak
    45. 45. 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. | 45 @jaybaer #CMPlan2015 @mikecorak
    46. 46. About ethology and Convince & Convert @jaybaer #CMPlan2015 @mikecorak | 46 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

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