According to the Content Marketing Institute, only 50% of professionals have a documented content marketing strategy. In this presentation, learn the principles of effective content marketing, along with 5 actionable tips you can use to build your strategy. Plus, see the case study of one integrated content marketing strategy from an international online marketing firm and learn key takeaways from launching an integrated campaign.
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Building an Integrated Content Marketing Strategy
1. Copyright 2014, ReachLocal, Inc.1 @tmonhollon #brandaidtx
Building an Integrated
Content Marketing
Program
Tiffany Monhollon
Director of Content Marketing
VP, Social Media Club Dallas
@tmonhollon
2. Copyright 2014, ReachLocal, Inc.2 @tmonhollon #brandaidtx
“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.”
— Content Marketing Institute
4. Copyright 2014, ReachLocal, Inc.4 @tmonhollon #brandaidtx
• 92% of nonprofit professionals use content
marketing
• 65% are producing more content than they
did one year ago
• They are using an average of
11 content marketing tactics
• Yet, only 26% believe they are effective at
it
Content Marketing Today
Source: Content Marketing Institute
5. Copyright 2014, ReachLocal, Inc.5 @tmonhollon #brandaidtx
1. Useful to the consumer
2. Addresses a real need
3. Communicates effectively
4. Educates, informs, entertains
5. Inspires action
6. Achieves organization’s objectives
7. Strategic
7 Principles of Content Marketing
8. Copyright 2014, ReachLocal, Inc.8 @tmonhollon #brandaidtx
Building an Integrated Strategy
1. Map Your Strategy
2. Create Content
3. Publish & Optimize
4. Promote Externally
5. Nurture Your Audience
9. Copyright 2014, ReachLocal, Inc.9 @tmonhollon #brandaidtx
• Identify the Target Audience
• Research the Consumer
• Identify Objectives
• Integrate Into Campaigns
• Map the Editorial Calendar
• Allocate Resources
1) Mapping Your Strategy
Source: Content Marketing Institute
10. Copyright 2014, ReachLocal, Inc.10 @tmonhollon #brandaidtx
Identify Your Content Pillars
Source: Kapost – Blueprint of a Modern Marketing Campaign
11. Copyright 2014, ReachLocal, Inc.11 @tmonhollon #brandaidtx
You are now competing for your target audience’s attention.
Every moment. On every device.
Who’s the Competition? Everybody.
13. Copyright 2014, ReachLocal, Inc.13 @tmonhollon #brandaidtx
Youtility Mindset
Is Your Marketing
so Good People
Would Pay For It?
1) Who is My Audience?
2) What Do They Need?
3) How Can I Help?
20. Copyright 2014, ReachLocal, Inc.20 @tmonhollon #brandaidtx
Promotional & Editorial
• Why Everyone Needs (Blank)
• How Does (Blank) Work? Our Experts Explain it All
Timely & Seasonal
• The (Celebrity Name) Guide to (Blank)
• (Holiday/Season) is Almost Here! What You Need to Know
Controversial
• The Idiot’s Guide to (Blank)
• (Blank) for Dummies: Everything You Wanted to Know But Never
Informational & Industry Expertise
• What You Need to Know Before (Blank)
• What Everyone Needs to Know About (Blank)
How To & Tutorial
• How to Host a Great (Blank)
• 3 Steps for Ensuring (Desired Outcome)
Testimonials
• True Story: One Resident’s Experience of (Blank)
• We Love (Blank)! What Real Residents Say About (Blank)
Tip: Start with the Headline
21. Copyright 2014, ReachLocal, Inc.21 @tmonhollon #brandaidtx
Want More?
Quickly Fuel Your Content
Calendar with these 35
Blog Post Headlines that
Work
Download This Guide!
http://bit.ly/35headlines
Strategy is KEY to Effectivness
It takes someone owning responsibility for content marketing
An integrated approach works best.
To create truly useful marketing, you have to START with the customer.
Ask, don’t assume!
>Vanderbilt Orthapedics, Nashville TN
> Identified a target audience they wanted to reach out to – Coaches. Instead of trying to decide what they thought coaches would want, they went and asked them. Turns out, their real need sparked the idea for this app.
> The iPhone app CoachSmart is the ultimate resource for coaches, offering real-time information on heat index and lightning strikes, frequently asked sports medicine and safety questions, and a group contact feature.
> A collaboration between Vanderbilt Sports Medicine and the Monroe Carell Jr. Children’s Hospital at Vanderbilt, the app is an extension of Vanderbilt Sports Medicine’s expertise.
Print magazines can be digital entry points
Visit Central Florida is creating ebooks to help their target audience – all free of charge on their website. And they’re marketing them too.
Create maps, log workouts, create different activities to do in any given city
Web and desktop app
Integrates into their overall campaign
App that helps parents select the right car seat and educates them
Focuses on the need of the audience
Educate of the Problem
Inform about key selling points
Promote our new integrated website and lead management solution
> Ebook to educate and inform the audience about the issue
Visual
Compelling content
Helped promote the site
Seeded externally
Also did a PR push
Useful tool
Provides with interactive tool to help visualize vlaue of the product
Educates along the way
Provides a lifetime customer value calculation
Report at the end
- Lead Gen form to enable us to drip marketing to them
Campaign Website
Promoted on company website
Download and lead gen landing pages and forms
Homepage “Takeover”
Integrated landing pages