Building Your Content Marketing Strategy

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Building Your Content Marketing Strategy

  1. 1. Content Marketing Strategy January, 2014 rightsourcemarketing.com
  2. 2. About Me  Chief Marketing Technology Officer  Content Marketing Institute Consultant  Dad, BBQ Fan  Featured in Gourmet Magazine  @willdavis  @rightsource #MDSG rightsourcemarketing.com 2
  3. 3. The Game Has Changed rightsourcemarketing.com 4
  4. 4. The Game Has Changed rightsourcemarketing.com 5
  5. 5. The Game Has Changed rightsourcemarketing.com 6
  6. 6. The Game Has Changed rightsourcemarketing.com 7
  7. 7. The Game Has Changed  Buyers are educating themselves  Corporate Executive Board - 60% of a buyer’s decision-making process in B2B is complete before they even talk to a salesperson  Sirius Decisions cites that number at 70%  IDG Research: Enterprise organizations download an average of 10 informational assets during the purchase process. rightsourcemarketing.com 8
  8. 8. The Game Has Changed 78% $987,417 58% 24% 82% 78% of chief marketing officers think custom content is the future of marketing. (Source: Hanley-Wood Business Media) The average, annual spend on branded content outsourcing was a $371,364, and $987,417 for companies that exclusively outsource. (Source: Custom Content Council) 58% of consumers trust editorial content. (Source: Nielsen) Companies with over 1,000 employees typically allocate 24% of their marketing budget to content. (Source: Content Marketing Institute and Marketing Profs) 82% of consumers like reading content from brands when it’s relevant. (Source: The CMA) rightsourcemarketing.com 9
  9. 9. Content Marketing Planning  Only 44% of B2B Marketers have a written content marketing strategy  Only 11% of companies that rate content marketing as ineffective have a written strategy  B2B Marketers with a content marketing strategy are 600% more likely to be effective  2/3 of B2B Marketers without a content marketing strategy are creating more content now than they did in the previous year View full CMI Research rightsourcemarketing.com 10
  10. 10. Strategy Still Wins Image Source: Placester.com rightsourcemarketing.com 11
  11. 11. What is Content Marketing?  Content marketing is a marketing technique 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. Image Source: Content Marketing Institute rightsourcemarketing.com 12
  12. 12. The Content Marketer’s Mindset  Content marketing is not another tactic  Content marketing is not another line item  Content marketing impacts marketing AND customer service, public relations, recruiting and more rightsourcemarketing.com 13
  13. 13. How Do I Attack Content Marketing? First, understand that content creation is merely one, isolated, basic step.      Content Planning Content Creation Content Optimization Content Distribution Content Reporting and Analysis rightsourcemarketing.com 14
  14. 14. Why Are We Doing This? “Brands have to become publishers” …but brands have different business models and business goals than publishers. rightsourcemarketing.com 15
  15. 15. Content Supports Business Objectives  Yours probably isn’t selling ad impressions  How does your content marketing strategy fit in with the business strategy to drive business results? rightsourcemarketing.com 16
  16. 16. Content Supports Business Objectives Business Objectives Business Strategy Marketing Objectives Marketing Strategy Content Objectives Content Strategy Credit: Jay Baer/CMI rightsourcemarketing.com Content Tactics Content Metrics 17
  17. 17. Content Strategy Comes From:  Business objectives (business plan)  Marketing objectives (marketing plan)  Content objectives (content plan) Business Objectives Business Strategy Marketing Objectives Marketing Strategy Content Objectives Content Strategy Content Tactics Content Metrics rightsourcemarketing.com 18
  18. 18. Answer these 12 questions 1. 2. 3. 4. 5. Why are we doing this? What’s the goal? What is our unique story? Who is our audience? Who is on our team? What is everyone’s role? 6. Who will handle each piece of content marketing? 7. What are our primary themes? rightsourcemarketing.com 8. What types of content should we create? 9. When will each piece of content get published? 10. How will we distribute each piece of content? 11. How will we report on the content marketing effort? 12. What’s the budget? 19
  19. 19. Understanding Your Audience  Who are your buyers and influencers?  What do they care about?  What problems do VP they face? Marketing  How can you help solve them?  What are their IT CFO objections? Director rightsourcemarketing.com 20
  20. 20. Example: Consulting Firm  Helps clients solve complex challenges across the industry spectrum  From public companies to private companies to investors  A nimble, experienced, unique team of expert advisors, analyzers and problem solvers rightsourcemarketing.com 21
  21. 21. Buyers/Influencers       Large Company BD (VP Strategy or BD) Smaller Firm C-Level Exec (CEO, COO) Investors, VCs (Managing Partner) Chief Financial Officer Chief Technology Officer Chief Medical Officer rightsourcemarketing.com 22
  22. 22. What Are Their Questions? Address       Who can help us commercialize our tech? Who can we acquire that does XYZ? What is their background? Who have they worked with that’s like me? What are their specialties? How do they understand my company’s unique challenges?  How do they work? rightsourcemarketing.com 23
  23. 23. …And So Many More From:         Talking with your clients Talking with your prospects Talking with your got-aways Talking with your sales team Reviewing analytics Reviewing industry trends Online research RFP Questions rightsourcemarketing.com 24
  24. 24. Informed Content - Keywords rightsourcemarketing.com 25
  25. 25. Informed Content – Keyword Trends rightsourcemarketing.com 26
  26. 26. Address Questions With Content  Different content topics for different buyers  Different content topics for different stages  Different content types for different buyers  Different content types for different stages rightsourcemarketing.com 27
  27. 27. Editorial Calendar rightsourcemarketing.com 28
  28. 28. Content Plan rightsourcemarketing.com 29
  29. 29. Content Plan rightsourcemarketing.com 30
  30. 30. Content Pyramid rightsourcemarketing.com 31
  31. 31. The Content Creation Challenge  Goal for each piece of content – In line with overall marketing goal?  Stick to the plan – If you wander, the audience wanders  Dedicated content staff – Content creation duties can’t be shoehorned into existing jobs – Hire dedicated staff or outsource – Writers should be great, not just good rightsourcemarketing.com 32
  32. 32. The Content Creation Challenge  Provide writers (internal or outsourced) with: – – – – Background Story framework Access to experts “Garbage in, garbage out”  Have content ready as back-up for emergencies  Enlist staff for content ideas rightsourcemarketing.com 33
  33. 33. The Content Creation Challenge  Keep the pipeline full of ideas – – – – Brainstorm What questions are customers/prospects asking? Spin off new topics from a successful idea Create series  Make sure enough content is in progress at all times  Edit – Anything less than remarkable will be lost in the sea of mediocrity rightsourcemarketing.com 34
  34. 34. Make It Remarkable 2,000,000 blog posts 294,000,000,000 emails 864,000 hours of video rightsourcemarketing.com 35
  35. 35. Content Optimization  Not just for search engines (the robots) but buyers (the humans) too  What do you want them to do?  What calls to action (CTAs) should you include?  AKA – “Uh, Now what?” rightsourcemarketing.com 36
  36. 36. Content Optimization - Lead Capture  “Forms are the enemy of spread” – but…  “You can’t have a prospect if you don’t know who they are”  Determine what information is worth a “gate” (fewer, but known readers) and what isn’t  Determine follow-up process – be helpful but not creepy rightsourcemarketing.com 37
  37. 37. Content Distribution  Where does your target audience live, online and off (Google, Compete, Alexa)  Write down 5 sites right now! – – – – – – Social media as part of your content strategy Guest blogging Co-branded webinars, seminars, events Email (don’t miss out on this one) Print Mobile rightsourcemarketing.com 38
  38. 38. Email: The Oldest Social Network  1-Offs and Group Newsletters rightsourcemarketing.com 39
  39. 39. Content Distribution: A Story July 25, 2013: Shared/viewed by 100s rightsourcemarketing.com 40
  40. 40. Content Distribution: A Story July 26, 2013: Shared/viewed by 10,000s rightsourcemarketing.com 41
  41. 41. Content Distribution: A Story August 2, 2013: Shared/viewed by 100,000s rightsourcemarketing.com 42
  42. 42. Content Distribution: A Story August 2, 2013: Shared/viewed by 1,000,000s? rightsourcemarketing.com 43
  43. 43. Content Marketing vs. Social Media Don’t let the social media tail wag the content marketing dog! Image Source: Pew Internet rightsourcemarketing.com 44
  44. 44. Set Up Conversion Opportunities  eBook  Guide  Webinar (live or recorded)  Email Newsletter  White Paper rightsourcemarketing.com 45
  45. 45. Content Reporting & Analysis     Measure everything that you possibly can But - report very few, very business-focused KPIs Discard vanity metrics wherever possible How do KPIs align with business objectives? Consumption • Traffic • Page views • Downloads rightsourcemarketing.com Sharing • LinkedIn shares • Tweets • Emails Lead Generation • Lead forms • Phone calls Revenue • $$$$ 46
  46. 46. Tools Of The Trade rightsourcemarketing.com 47
  47. 47. Track And Manage Prospects  Leverage your best content for your best leads  Use technology to nurture your leads  Do everything you can to track activities to revenue generated rightsourcemarketing.com 48
  48. 48. Track And Manage Prospects rightsourcemarketing.com 49
  49. 49. Closed Loop ROI rightsourcemarketing.com 50
  50. 50. Closed Loop ROI rightsourcemarketing.com 51
  51. 51. Additional Benefits         Recruiting Client Retention Employee Retention Sales/Marketing Relationship Raising Capital Reinforce Company Messaging Public Relations …and more rightsourcemarketing.com 52
  52. 52. Thank You! Will Davis Right Source Marketing @willdavis will@rightsourcemarketing.com www.rightsourcemarketing.com www.marketingtrenches.com Free eBook: How to Grow Your Business with Content Marketing rightsourcemarketing.com 53

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