ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12
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Content Marketing Strategy SEMPO Webinar Series featuring Mike Corak, EVP of Strategy at ethology. "Developing an Integrated Content Marketing Strategy" includes a review of content marketing trends, why content marketing makes sense, what's in it for search professionals, and details a 5 step process for creating your own content marketing strategy, including audience intelligence related search research, social media listening and research, content auditing, gap analysis, strategy and plan creation, and execution management. The presentation also details operational considerations and market predictions. References are made to Coca Cola's Content 20220, Joe Pulizzi and the Content Marketing Institute, Jay Baer at Convince and Convert, Jason Falls at Social Media Explorer and more. Great read for social media, search engine optimization, digital media, analytics, content marketing, content strategy, content creation, public relations, and digital creative professionals as well as marketing strategists.
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ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12
- 1. Professional Webinar Series Developing an Integrated Content Marketing Strategy Mike Corak EVP of Strategy ethology, a Tallwave Company 1
- 2. Reasons You Should Belong to SEMPO • Expand Your Knowledge • Engage With Industry Leaders • Maximize Your Career Growth • Grow Your Business • Save Money
- 4. Housekeeping
- 5. Professional Webinar Series Developing an Integrated Content Marketing Strategy Mike Corak EVP of Strategy ethology, a Tallwave Company 5
- 6. agenda • why content marketing? • search professional’s role in the movement • 5 steps to developing your integrated content marketing mike corak – evp of strategy - ethology strategy 6
- 8. content marketing trends • Coca-Cola has committed its marketing focus to • unique content + search + social media in content marketing, an initiative called Coca-Cola combination are powerful tactics, set to rival 2020. the following video links describe the traditional display advertising for budget strategy, video created for internal education • we anticipate efforts and budgets will continue to • http://youtu.be/LerdMmWjU_E move in this direction, and early adopters will • http://youtu.be/fiwIq-8GWA8 receive first to market advantage 8
- 9. important Coca-Cola takeaways Jeff Bullas • create liquid content • ensure your content is linked for maximum benefit • create conversations • move onto dynamic story telling • be brave and creative with your content creation http://www.business2community.com/content-marketing/5-lessons-from-coca-colas-new-content-marketing-strategy-0125932
- 10. ecosystem strategy: content integration
- 11. all tactics being equal, what REALLY makes the difference? search relevant display & unique social content direct
- 12. search professional’s role in content marketing strategy
- 13. search: the factors (content is core) authority external linking audience sentiment engagement content geo-targeted content relevant keywords social media interaction unique copy & media 13
- 14. authoritative and relevant content required
- 15. social search: another reason to integrate content+search+social 15
- 16. who owns content? (the biggest question in content marketing) 16
- 17. in the not-so distant future for many we predict a new role in marketing roles and responsibilities search (think pm + journalist) catalog all content content creators social manage all content creation, curation, and distribution content own content calendars and brand director management tools offline (dept.) media measure results, arrange PR adjustments and optimization perform content strategy role web analytics inform and coordinate with dev offline and traditional efforts
- 18. but today… could it be you? 18
- 19. 5 steps to developing an integrated content marketing strategy who owns content? (the biggest question in content marketing) 19
- 20. 5 steps to developing your integrated content marketing strategy 1. audience intelligence 5. execution 2. content 3. gap 4. plan & - aka content audit analysis creation optimization demand
- 21. step 1: audience intelligence
- 22. audience intelligence: search perform deep keyword research to identify “topical” areas of interest categorize areas of interest and develop a brand “taxonomy” commit to topics you can and need to own compare to existing brand platform and inform brand based on findings (bottom up brand planning) 22
- 23. audience intelligence: social take topical interest points and perform a social media listening campaign use data collected to inform demand around: - content media type - contextual insights - targets for influence building and content distribution - opportunities for direct topical engagement 23
- 24. step 2: content audit
- 25. content audit steps what’s your story? what are you about? • catalog all existing content onsite and offsite using URLs and capturing any related tagging – type: web page, blog post, image, infographic, ..etc. – purpose: position in conversion funnel, specific conversion or desired outcome – targeted audience segment – owner • review for quality, measurable effectiveness, and topical coverage * flag content that requires future adjustment
- 26. step 3: gap analysis
- 27. expand topical reach by targeting content and keyword ranking gaps through content revision, curation, and creation efforts prioritize keyword targeting by examining the quick-win and converging opportunities as well as any ranking gaps that may exist based on prioritized terms. foundation: aggregate all on-and-offline promotional and marketing plans, personas, brand guidelines, and related creative briefs. understand conversion funnel step 1: match type of content to persona &/or stage in engagement cycle, and desired goal/outcome step 2: choose the tone of content based on targeted audience and brand step 3: plan to adjust and optimize current content according to demand step 4: plan to create content for missing topics/keywords, and optimize for on-&-off site visibility 27
- 28. think multi-channel (ex. local content) national content drives audiences to your brand and affects every aspect of the decision making process. a geo- targeted content strategy will consider all forms of content, contextual and media-driven. state develop a local search strategy built for the future, creating content that targets locations from the top down, while building in a framework for further individual expansion. city address the strategic focus of your content, ensuring your brand is visible for how audiences search locally throughout the funnel to maximize relevance and exposure. * other potential uses to consider: onsite, offsite, mobile, international, audience, etc.
- 29. emarketer survey content types that are most valuable for directly supporting marketing objectives according to B2B and B2C marketing professionals globally *don’t forget infographics! http://blog.geoactivegroup.com/2011/10/why-b2b-content-marketing-is-now-going.html 29
- 30. content marketing world infographic http://blog.junta42.com/2012/02/history-content-marketing-infographic/ 30
- 31. step 4: plan creation
- 32. content plan creation steps • team identification: identify (draft) full team formally assigning roles and responsibilities, capabilities, and expectations • production planning: review inputs, identifying and prioritizing content flagged for adjustment, and existing content gaps, by topical significance and potential return, and eventual location (channel). also assign tone and goals for each piece. • activity scheduling and assignment: schedule activity with all in-mind across the entire team planning for adjustment, creation, curation, and distribution
- 33. content calendar(s) creation create reference documents for content managers, outlining activities, targeted topics, links, outposts, ..etc. these documents will act as guides to keep link and content team members in sync.
- 34. measurement planning • track cross-channel influence & conversion points along the funnel reporting & implementation trends & insights recommendations attribution: enable visibility into the key traffic sources, visitor contexts, & content interactions that define a multi-session visitor-to-value funnel integration: provide a scalable framework of technology & processes to enable integration of tactical, conversion, & behavioral analytics data with 3rd party platforms
- 35. step 5: execution and optimization
- 36. content marketing process Joe Pulizzi 36
- 37. resources
- 38. favorite reference companies, organizations and blogs
Editor's Notes
- digital marketing strategy
- Top of Funnel vs. Bottom of funnel // MTN Div. vs. Lodging Examples of high-level case study. (Amy)Motivational sections (family/romance/singles)Natural Efforts (lets talk about opportunities for next year)Link building/Content Development on other sitesStrategy Recommendations – how can we boost traffic this year? Summary content strategy project outcomes.what’s left? How can we implement How is snow different than lodging/resort sites? Higher funnel keywords. (specific + general topics)
- The 30 Second TV Ad is no Longer KingCoca Cola has come to the conclusion that the world has moved on from the 30 second TV ad. So has the the Old Spice brand and many other businesses who are embracing social media as part of their marketing strategy.We need to move towards a genuine consumer collaboration model that builds buzz and adopts a more iterative approach to content creation.Learning how to fuel the conversations and interact has never been more important.Consumers ideas, creativity and conversations have been set free with the evolution of social networks, learning to leverage and wrangle those conversations to increase your brand visibility is now a vital part of your marketing.
- Lesson 1: Create Liquid ContentThe purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid content”.On a social web people can easily share ideas, videos and photos on social networks such Facebook.So create content that begs to be shared whether that be an image, a video or an article.Lesson 2: Ensure your Content is LinkedThe next part of the equation is to ensure that these ideas create content that is innately relevant toThe business objectives of your companyThe brandYour customer interestsThis is “Linked” content…. Content that is relevant and connected to the companies goals and brand.Ensure that the content communicates your message that is congruent with your mission and values.Lesson 3: Create ConversationsCoca Cola has realized that the consumer creates more stories and ideas than they do so the goal is provoke conversations and then “Act” and “React” to those conversations 365 days of the year.The new “Distribution Technologies” of Twitter, YouTube and Facebook provide greater connectivity and consumer empowerment than ever before.Don’t just publish but interact with your audience and tribe.Lesson 4. Move onto Dynamic Story TellingOn traditional media in the past story telling was static and a one way street. Television and newspapers shouted at you with no interaction.Coca Cola has come the realization that to grow their business on the social web they need to move on from “One Way Story Telling” to “Dynamic Story Telling”This means you need to allow the story to evolve as you interact and converse with your customers. You need to converse with your customers in many media formats and social networks.Storytelling has moved on from static and synchronous to multifaceted, engaged and spreadable.Lesson 5: Be Brave and Creative with Your Content CreationPart of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating “Liquid content“.70% of your content should be low risk. It pays the rent and is your bread and butter marketing.(should be easy to do and only consumes 50% of your time)20% of your content creation should innovate of the what works.10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%. (be prepared to fail)This provides a blueprint regarding moving on from just developing white papers to maybe trying some content that is more visual and engaging in web world that has embraced multimedia and interactive content.
- as anticipated, Google announced that Google+ activity will effect search engine result pages. rather than pulling in information from other social networks, preference will be given to Google+ activity personalizing results Search plus Your Worldwhile content marketing best practice has long combined content + search + social tactics, these strategies typically considered specific networks based on activity and potential related to the topical coverage in that locationnow, Google+ must be considered in all search and social strategies (social search) to at least produce the most relevant search results, likely ahead of true consumer adoption of the social network.Paid promotional options are rumored to be coming soon.
- Content for search, with a bigger view on topical coverage and less on search…
- Insert Radia 6 logo