How we can help businesses in the South West fast track their digital capability
15
A Proven Marketing
Approach
53
Outposts
Metrics Driven
6 Steps To Success
16
Step 1
Learn to listen to your
audience
1
21
Develop customer personas..
1
22
To help you develop detailed customer personas use the Empathy Map developed by
XPLANE also called a "really simple cus...
19
Daniel Day Lewis took 8
months to get into
character for his role in
My Left Foot. His
performance won him
numerous awa...
20
Set up an observation post
Use tools
18
The key to a great content marketing strategy is to focus content on
the buyer, not on a product, service or brand. And...
24
Step 2
Audit & Inventory Content
25
Why a content audit?
 Topic coverage
 Content types
 Spot gaps
 Provide a better user
experience
27
Research demonstrates
that 52 is the magic
number at which traffic
increases due to the
presence of deeper, more
expert...
28
 Benchmark competition
 Validate popular sources
 Check Influencers
External audit
29
KEEP POLISH CREATE
Existing Content Assets
Calendar
Content users want Content client wants Other
1
2
3
4
TRASH
Interna...
32
Step 2
Summary
As marketing defines its audience it will realise that it already has
crucial answers to address its cus...
34
Step 3
Map your Content to
your Buyer Needs
Search personas
35
Align with your Search
Personas
Align with your Search
Personas
Become aware
The Bystander
Just getting started in
search. Does not yet fully
realise that a need exists
in the organisati...
36
Plan content for each stage of
the buying cycle
39
Use a
Content
Matrix
41
Step 3
Summary
The key at stage 3 is to determine what content will be delivered to
different customers personas at eac...
43
Step 4
Create your editorial calendar
44
✓Content headline
✓Content type
✓The buyer persona you’re writing this piece for
✓Person who will write/create the cont...
46
Daily Monthly Quarterly
Write a blog posts
Updates and ideas (Tweet.
FB, LinkedIn, G+)
Respond / comment onsite /
offsi...
49
Relevant
Word count
Educational
Meaningful (metaphor)
Visual
Restrained marketing
Chunked
Linked
Key words / phrases
Ca...
50
Step 4
Summary
With the content map in place, we can plan what is needed and
schedule the work in an editorial calendar...
51
Step 5
Content Promotion
52
Outposts
Outposts
Get found
Optimise Social media outposts
54
Outposts
Your own turf
Blog
E-Newsletter
Website
Offline cross-promotion
Email footer
Social
Twitter
LinkedIn (inc. Gro...
Outposts
Leverage influencer marketing
Get tooled up!
56
Outposts
57
Step 5
Summary
Many marketers don’t know their social media from their content
marketing.
Most use social media without...
59
Step 6
Measure Performance
Digital Marketing Can Be Measured Precisely
60
61
If it’s worth doing, it’s worth
doing properly
15
65
View our 45 mins Webcast
https://www.brighttalk.com/webcast/8551/72901
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Helping Superfast Businesses Fast Track Their Digital Marketing

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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.

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Helping Superfast Businesses Fast Track Their Digital Marketing

  1. 1. How we can help businesses in the South West fast track their digital capability
  2. 2. 15 A Proven Marketing Approach
  3. 3. 53 Outposts Metrics Driven
  4. 4. 6 Steps To Success
  5. 5. 16 Step 1 Learn to listen to your audience 1
  6. 6. 21 Develop customer personas.. 1
  7. 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. 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. 9. 20 Set up an observation post Use tools
  10. 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. 11. 24 Step 2 Audit & Inventory Content
  12. 12. 25 Why a content audit?  Topic coverage  Content types  Spot gaps  Provide a better user experience
  13. 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. 14. 28  Benchmark competition  Validate popular sources  Check Influencers External audit
  15. 15. 29 KEEP POLISH CREATE Existing Content Assets Calendar Content users want Content client wants Other 1 2 3 4 TRASH Internal audit
  16. 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. 17. 34 Step 3 Map your Content to your Buyer Needs
  18. 18. Search personas 35 Align with your Search Personas Align with your Search Personas
  19. 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. 20. 36 Plan content for each stage of the buying cycle
  21. 21. 39 Use a Content Matrix
  22. 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. 23. 43 Step 4 Create your editorial calendar
  24. 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. 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. 26. 49 Relevant Word count Educational Meaningful (metaphor) Visual Restrained marketing Chunked Linked Key words / phrases Call To Action Follow proven editorial guidelines
  27. 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. 28. 51 Step 5 Content Promotion
  29. 29. 52 Outposts Outposts Get found Optimise Social media outposts
  30. 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. 31. Outposts Leverage influencer marketing
  32. 32. Get tooled up! 56 Outposts
  33. 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. 34. 59 Step 6 Measure Performance
  35. 35. Digital Marketing Can Be Measured Precisely 60
  36. 36. 61 If it’s worth doing, it’s worth doing properly
  37. 37. 15
  38. 38. 65 View our 45 mins Webcast https://www.brighttalk.com/webcast/8551/72901

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