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Helping Superfast Businesses Fast Track Their Digital Marketing
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Helping Superfast Businesses Fast Track Their Digital Marketing


This presentation provides a simple 6 step content marketing framework to help businesses plan the content they need to provide customers online in order to transform their use of fast broadband …

This presentation provides a simple 6 step content marketing framework to help businesses plan the content they need to provide customers online in order to transform their use of fast broadband internet and achieve faster business growth.

The Superfast Broadband Business Support Programme is led by Peninsula Enterprise and delivered with consortium partners Business West and Wessex Enterprise on behalf of the Department for Communities and Local Government (DCLG) and Local Authorities.

This is an ERDF Competitiveness funded programme worth £6m and runs from April 2012 to March 2015.

The service is dedicated to helping businesses maximise the opportunities of Superfast Broadband (SFBB) and associated technologies.

The aim of the program is to transform the way businesses in rural areas use a faster internet connection by offering information and business support to open up the opportunities made possible by more effective working practices, accessing new markets and greatly improving productivity.

The program offers top value one-to-one specialist expertise and access to training and advice.

Published in Technology , Business
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  • 1. How we can help businesses in the South West fast track their digital capability
  • 2. 15 A Proven Marketing Approach
  • 3. 53 Outposts Metrics Driven
  • 4. 6 Steps To Success
  • 5. 16 Step 1 Learn to listen to your audience 1
  • 6. 21 Develop customer personas.. 1
  • 7. 22 To help you develop detailed customer personas use the Empathy Map developed by XPLANE also called a "really simple customer profiler" Use Tools like Empathy Maps
  • 8. 19 Daniel Day Lewis took 8 months to get into character for his role in My Left Foot. His performance won him numerous awards including best actor. Today’s brands need to show the same commitment in their quest to know their customers Get into character..
  • 9. 20 Set up an observation post Use tools
  • 10. 18 The key to a great content marketing strategy is to focus content on the buyer, not on a product, service or brand. And to do that, marketing teams need to understand the content their audiences seek most. This step includes identifying and analysing keywords prospects use to research online. It includes mapping the steps in the customer journey or buying cycle. It includes listing the questions buyers ask at each stage of their online journey. Step 1 Summary
  • 11. 24 Step 2 Audit & Inventory Content
  • 12. 25 Why a content audit?  Topic coverage  Content types  Spot gaps  Provide a better user experience
  • 13. 27 Research demonstrates that 52 is the magic number at which traffic increases due to the presence of deeper, more expert and tenacious content. http://labs.openviewpartners.com/how-much-content-should-you-be-creating/ For expert views and opinions on this topic go to: How much content?
  • 14. 28  Benchmark competition  Validate popular sources  Check Influencers External audit
  • 15. 29 KEEP POLISH CREATE Existing Content Assets Calendar Content users want Content client wants Other 1 2 3 4 TRASH Internal audit
  • 16. 32 Step 2 Summary As marketing defines its audience it will realise that it already has crucial answers to address its customers’ most pressing questions. But those answers will be buried in content that is poorly organised and not mapped to the customer or the stages of the buying cycle. So this stage is the best time to sort through and inventory existing content assets and determine which assets serve the customer or the business, log their whereabouts in an inventory and decide which items are fit to be reused on the website, which can be repurposed, or which ought to be deleted. The audit will uncover purposeful content which includes educational articles, practical blog posts, how-to guides, e-books, demo videos, customer success stories (case studies), and webcasts
  • 17. 34 Step 3 Map your Content to your Buyer Needs
  • 18. Search personas 35 Align with your Search Personas Align with your Search Personas
  • 19. Become aware The Bystander Just getting started in search. Does not yet fully realise that a need exists in the organisation Consider / compare The Detective Acknowledges a need. Is looking at options. Aware of the bigger suppliers. Not aware of us yet. Make a choice / prefer The judge The judge is more sophisticated, well informed and able to discern. Purchase The Jury Ready to purchase. The bystander picks up general information at events, on your website, in blog posts, in videos, at conferences, in pamphlets, brochures, in the press, specialist media, on referral sites, in emails Content that is targeted to keywords and key phrases via optimised pages is the best way to make self discoverable to the detectives. Creating content that helps solve specific problems this segment is struggling with A deeper level of content is needed to get on the judges shortlist. The job is to get to known them. Content needs to be good enough to earn their trust and contact details (e.g. email address) Make it drop dead easy to obvious how to purchase. Call to action CycleSegmentCharacteristicsContentrequirements 1 2 3 4 To be effective you need to provide a range of content that is relevant & informative, at each stage of the buying cycle Align content, persona & stage
  • 20. 36 Plan content for each stage of the buying cycle
  • 21. 39 Use a Content Matrix
  • 22. 41 Step 3 Summary The key at stage 3 is to determine what content will be delivered to different customers personas at each stage of their customer journey (bystander, detective, judge and jury). Armed with an understanding of persona questions and concerns we use a content matrix to get ideas and to help us list the content types that are sought at each stage along the journey, and apply a practical framework to map brand content to customer questions and the buying cycle, so that we prevent gaps from occurring in our content plan and have the means to attract and moved prospects down the conveyor belt from casual visitor, through lean to customer.
  • 23. 43 Step 4 Create your editorial calendar
  • 24. 44 ✓Content headline ✓Content type ✓The buyer persona you’re writing this piece for ✓Person who will write/create the content ✓Date due ✓Person who will edit the content ✓Channels — where does this get published ✓Those “meta data” tags ✓Publish date ✓Status (perhaps indicated by green, yellow, or red) ✓Any notes ✓Metrics (e.g., comments posted, page views, downloads, etc.) ✓Call to Action (the primary action or behaviour you’ve asked for) Create Your Content Plan
  • 25. 46 Daily Monthly Quarterly Write a blog posts Updates and ideas (Tweet. FB, LinkedIn, G+) Respond / comment onsite / offsite Curate news Do a Webinar Create how-to video or event video Write meatier blog post Create case studies Do guest blog post on influential third-party web site Create and post presentations to SlideShare Quarterly Publish an e-book, guide or white paper Attend one big event and interview people Produce a video series of 4-5 items Plan far ahead
  • 26. 49 Relevant Word count Educational Meaningful (metaphor) Visual Restrained marketing Chunked Linked Key words / phrases Call To Action Follow proven editorial guidelines
  • 27. 50 Step 4 Summary With the content map in place, we can plan what is needed and schedule the work in an editorial calendar (custom spreadsheet). This ensures no gaps exist and content will be created within the confines of a schedule and production workflow. Content is defined for both purpose and audience, titles, types, keywords and contributors (internal or external) are all named within the document.
  • 28. 51 Step 5 Content Promotion
  • 29. 52 Outposts Outposts Get found Optimise Social media outposts
  • 30. 54 Outposts Your own turf Blog E-Newsletter Website Offline cross-promotion Email footer Social Twitter LinkedIn (inc. Groups) Facebook Google+ (author rank) YouTube Flickr Social bookmarks (Digg) BrightTalk SlideShare Paid Banners PPC (in social channels) Sponsored broadcasts Paid Webinar PR web Optimise channels
  • 31. Outposts Leverage influencer marketing
  • 32. Get tooled up! 56 Outposts
  • 33. 57 Step 5 Summary Many marketers don’t know their social media from their content marketing. Most use social media without an understanding of the importance of great content (social is the fire and content is the fuel), and that is their downfall and the reason so many businesses fail to engage or convert prospects online. Their content is shallow and of little value to their target audiences. Content promotion is a skill that requires time and patience to master. It’s like learning a new language. To be successful you need to live in the social networks and forums, but learning techniques and unlearning common mistakes will improve the chances of success dramatically. Having great content to promote will make the task much easier and more gratifying.
  • 34. 59 Step 6 Measure Performance
  • 35. Digital Marketing Can Be Measured Precisely 60
  • 36. 61 If it’s worth doing, it’s worth doing properly
  • 37. 15
  • 38. 65 View our 45 mins Webcast https://www.brighttalk.com/webcast/8551/72901