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The Winning Formula for Exceptional Content

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While it seems like some of the most successful content campaigns and marketing efforts are the result of creative geniuses, the truth is that coming up with great content really has nothing to do with traditional creativity.

In fact, the more "creative" our content is, the less helpful it can be for our audiences. That's because creating great content isn't actually an art – it's a science. And there's a specific process for how brands can engage and attract more customers. This lighthearted and entertaining session will reveal exactly what that formula is and how you can use it every single day.

What you'll learn:

-Understand what actually makes "great content"
-Check whether or not you and your teams are creating the right content for your organisation and your audiences
-Discover ways to get content into alignment with your goals, plus get teams on the same page
-Get reusable and strategic frameworks for content marketing success

About the presenter
Anna Hrach

Anna Hrach is a speaker, marketing strategist, and content expert who tackles her clients’ toughest marketing problems with fearlessness and tenacity. She was named one of the 50 Most Influential Women in Content Marketing of 2017. For more than a decade, she’s developed super-smart content strategies for companies ranging from up-and-coming startups to Fortune 500s. Her experience spans a range of industries, including pharmaceuticals, beauty, healthcare, hospitality, insurance, consumer packaged goods, banking, and education. She’s also helped build content departments at three different advertising agencies.

Published in: Marketing
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The Winning Formula for Exceptional Content

  1. 1. The Winning Formula for Exceptional Content Anna Hrach, Content Strategist at Convince and Convert, Cassandra Theocharous, Marketing, Acquia. Follow Us ! @acquiaAPAC
  2. 2. Welcome to Today’s Webinar! MODERATOR Cassandra Theocharous, Senior Marketing Specialist, Acquia RECORDING & SLIDES Will be emailed to you within the next couple of days. QUESTIONS? Submit your questions in the Q/A Tab and we’ll attempt to answer them at the end of the presentation. Follow Us ! @acquiaAPAC
  3. 3. At Acquia, we give our customers the freedom to build tomorrow on their terms. Follow Us ! @acquiaAPAC
  4. 4. The Winning Formula for Exceptional Content Anna Hrach, Content Strategist at Convince and Convert, Cassandra Theocharous, Marketing, Acquia. Follow Us ! @acquiaAPAC
  5. 5. CREATIVITY When we talk about content, we talk a lot about
  6. 6. Spark of inspiration
  7. 7. Right-brain thinking Spark of inspiration
  8. 8. “Creative” people Right-brain thinking Spark of inspiration
  9. 9. GO CREATE CONTENT
  10. 10. 67% Organizations “Extremely” or “very” committed to content marketing
  11. 11. 50% Plan to increase budgets over the next 12 months 67% Organizations ”Extremely” or “very” committed to content marketing
  12. 12. 4% Rate their efforts as “extremely successful” 67% Organizations ”Extremely” or “very” committed to content marketing 50% Plan to increase budgets over the next 12 months
  13. 13. 39% Have a documented strategy
  14. 14. BLOG POSTS
  15. 15. BLOG POSTS SOCIAL POSTS
  16. 16. BLOG POSTS SOCIAL POSTS CAMPAIGNS
  17. 17. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS
  18. 18. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS
  19. 19. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POS SOCIAL PO CAMPAIG BLOG POS SOCIAL PO CAMPAIG BLOG POS SOCIAL PO CAMPAIG
  20. 20. STOP RANDOM ACTS OF CONTENT
  21. 21. The Winning Formula For Exceptional Content
  22. 22. Business Goals
  23. 23. Audience Needs
  24. 24. Business Goals Audience Needs
  25. 25. Business Goals •Sounds like a brochure •No value for audience •Pushing information at people
  26. 26. Audience Needs •No return for the business •No calls to action •No connection to brand
  27. 27. Business Goals Audience Needs Creative content
  28. 28. Business Goals Audience Needs Performing content
  29. 29. Business Goals Audience Needs Exceptional content
  30. 30. SUCCESSFUL BRANDS HAVE BEEN DOING THIS FOREVER
  31. 31. THE FURROW MAGAZINE 1895 https://contently.com/2018/04/02/infographic-brief-history-of-content-marke
  32. 32. ❑ Valuable: Agricultural tips ❑ Relevant: Tailored to 17 different regions ❑ Consistent: Delivered quarterly ❑ Real: Spoke to living a rural farmer lifestyle WHY IT WORKED:
  33. 33. NINTENDO POWER 1989 – 2012
  34. 34. ❑ Valuable: Hints, tricks, cheat codes ❑ Entertaining: Comics, articles ❑ Real: Edited by Nintendo fans ❑ Evolved: Tried new approaches, updates WHY IT WORKED:
  35. 35. ACQUIA RESOURCES Today
  36. 36. ❑ Valuable: Helps readers level-up ❑ Relevant: Tailored to readers’ interests ❑ Helpful: Different learning formats & options ❑ Relatable: Real stories from real people WHY IT WORKS:
  37. 37. How To Create Exceptional Content 1 Identify your business goals 2 Understand your audiences’ needs 3 Create More by Doing Less 4 Hire the right writers
  38. 38. #01 Identify Your Business Goals
  39. 39. Hard KPIs and results: ● Increase sales ● Drive more leads ● Getting return purchases ● More user registrations ● Upselling products and packages HOW WE TYPICALLY THINK OF BUSINESS GOALS
  40. 40. Exceptional content starts with writing with purpose: ● Engaging audiences in more meaningful ways. ● Becoming a go-to resource for customers. ● Showcasing your dedication to improving customers’ lives with a better product. HOW WE NEED TO THINK ABOUT THEM FOR CONTENT
  41. 41. FOCUS YOUR GOALS AROUND WHY YOU’RE CREATING CONTENT IN THE FIRST PLACE
  42. 42. ● Build trust by showing our commitment to transparent and ethical business practices ● Become the go-to resource for our customers to quickly and easily troubleshoot implementation and migration issues. Great Business Goals:
  43. 43. ● Drive more qualified leads into the top of the funnel ● Increase return visits to drive incremental sales Not-So-Great Business Goals
  44. 44. To easiest and quickest way to get to the bottom of our business goals is to ask, “why?”
  45. 45. @halvorson @melissarach
  46. 46. https://rabbitroom.com/2018/03/start-with-why/
  47. 47. Why? An incredibly powerful question ?
  48. 48. Because we need to show our competitive advantage...
  49. 49. WHY?
  50. 50. Because our competitors are outperforming us…
  51. 51. WHY?
  52. 52. Because they have better brand recognition, but we can actually walk the walk…
  53. 53. AHA!
  54. 54. Exceptional Content Exercise #1: The 5 Whys #01
  55. 55. THE 5 WHYS Simple Quick Pen + paper ?
  56. 56. WE NEED TO DO CONTENT MARKETING.?
  57. 57. WE NEED TO DO CONTENT MARKETING. Why?1 ?
  58. 58. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us1 ?
  59. 59. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? 1 2 ?
  60. 60. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk 1 2 ?
  61. 61. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? 1 2 3 ?
  62. 62. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology 1 2 3 ?
  63. 63. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? 1 2 3 4 ?
  64. 64. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation 1 2 3 4 ?
  65. 65. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation Why? 1 2 3 4 5 ?
  66. 66. WE NEED TO DO CONTENT MARKETING. Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation Why? We genuinely care about making the world better 1 2 3 4 5 ?
  67. 67. Understand Your Audiences’ Needs #02
  68. 68. Jay Baer “ Relevancy magically creates time and attention.
  69. 69. Jay Baer “ Relevancy magically creates time and attention. However, in order to be relevant, you need to understand your audiences. ”
  70. 70. Every customer segment has different needs ?
  71. 71. Audiences Casual Fans Die-Hard Fans Players Officials Segment 1 Last-Minute Ticket Membership Holders Rookies Coaches Segment 2 One-Time Ticket Home Game Fans Seasoned Players Referees Segment 3 Free Ticket Traveling Fans Injured Players Segment 4 A-League Segment 5 W-League Example: Sydney Football Club
  72. 72. Different Needs at Different Times Awareness Consideration Purchase Advocacy
  73. 73. Different Needs at Different Times Awareness Purchase Advocacy Consideration Where do I get tickets?
  74. 74. Different Needs at Different Times Awareness Purchase Advocacy Consideration Where do I get tickets? Where should I sit? How much do I want to spend?
  75. 75. Different Needs at Different Times Awareness Purchase Advocacy Consideration I want these seats. How do I get them? Where do I get tickets? Where should I sit? How much do I want to spend?
  76. 76. Different Needs at Different Times Awareness Purchase Advocacy I had a great time! When is the next match? I want these seats. How do I get them? Where do I get tickets? Where should I sit? How much do I want to spend? Consideration
  77. 77. HOW TO BETTER UNDERSTAND OUR AUDIENCES
  78. 78. QUANTITATIVE DATA QUALITATIVE INPUT
  79. 79. Qualitative Input Customer interviews Focus groups Personas Empathy mapping Customer journey maps Database surveys
  80. 80. Quantitative Data Website analytics review Social measurement Demographic information Third-party research
  81. 81. LIMITED TIME, RESOURCES & BUDGET?
  82. 82. Social Listening Hear what customers and audiences are saying on their social channels and get a sense for what they care about.
  83. 83. Organic Search Understand what customers and audiences are Googling or searching for in general.
  84. 84. Onsite Search Understand what customers and audiences actually come to us for and what topics they want to see us cover.
  85. 85. Real Discussions You customers drop hints about content they need all the time. Now that you now, you can listen for ideas and new ways to meet their needs through content.
  86. 86. Exceptional Content Exercise #2 Empathy Mapping #02
  87. 87. To know our audiences, we need to think like them with empathy mapping.
  88. 88. THINKING & FEELING HEARING GAINSPAINS SEEING DOING & SAYING What do they have to gain from the outcome? What obstacles or challenges are they facing?
  89. 89. THINKING & FEELING HEARING GAINSPAINS SEEING DOING & SAYING What do they have to gain from the outcome? What obstacles or challenges are they facing? Last-minute ticket Casual fan Mike - 42 - Sydney There’s nothing really happening this weekend, I wonder if there are still tickets for the match? “I don’t really want to spend a ton of money on a ticket” Friends are going, and they want to meet up before or after Looking at the ticketing website to see what prices are The match might be sold out. Get a ticket and have a great timeFrustrated with ticket options and ticketing system Adverts for the match The latest team standings and rankings Friends making plans to go to the match
  90. 90. What are the key themes you’re seeing? What do they need? What do they want? What is their ultimate goal?
  91. 91. Create More With Less #03
  92. 92. Business Goals Audience Needs Exceptional content
  93. 93. Step #01 Find the overlap between business goals & audience needs
  94. 94. Business Goals Audience Needs Starbucks Coffee
  95. 95. Business Goals Audience Needs Starbucks Coffee •Showcase dedication to sustainability and ethics •Make coffee culture more approachable •Showcase employees and community impact
  96. 96. Business Goals Audience Needs Starbucks Coffee •Try the latest drink craze •See how to get rewarded for drinking Starbucks •Order online •Find my favorite drink •Showcase dedication to sustainability and ethics •Make coffee culture more approachable •Showcase employees and community impact
  97. 97. Business Goals Audience Needs Starbucks Coffee •Try the latest drink craze •See how to get rewarded for drinking Starbucks •Order online •Find my favorite drink •Showcase dedication to sustainability and ethics •Make coffee culture more approachable •Showcase employees and community impact •Connect with coffee-as-a-lifestyle content •Showcase coffee options and customizability
  98. 98. Step #02 Repurpose, reuse and remix content
  99. 99. Leverage existing content as much as possible !
  100. 100. TIP: Take note of what exists already, so we don’t duplicate existing content
  101. 101. Realign content to be exceptional, if possible.
  102. 102. Trash what can’t become exceptional content
  103. 103. Step #03 Atomize content for greater reach and return on investment
  104. 104. FUN FACT 80% of our online time is spent on 15 sites or less
  105. 105. WE NEED TO BECOME DIGITAL DANDELIONS, PLANTING CONTENT ONSITE, THEN SHARING IT OFFSITE
  106. 106. Onsite content: where content “lives” Offsite content: where content is shared
  107. 107. LARGE PIECE OF ONSITE CONTENT 1:8 RULE FOR ATOMIZING CONTENT For every large piece of onsite content,
  108. 108. LARGE PIECE OF ONSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT SMALL PIECE OF OFFSITE CONTENT 1:8 RULE FOR ATOMIZING CONTENT For every large piece of onsite content, aim to create up to 8 smaller pieces of offsite content
  109. 109. LARGE CONTENT EXAMPLES Whitepapers Studies Marketing campaigns Ebooks Videos Podcasts
  110. 110. SMALL CONTENT EXAMPLES 1. Infographic 2. LinkedIn blog post 3. LinkedIn social post 4. Slideshare presentation 5. Online presentation 6. In-person presentation 7. Personal email 8. SMS messages
  111. 111. PODCAST 1:8 CONTENT ATOMIZATION EXAMPLE SELECTED AUDIO CLIP ANIMATED VIDEO USING AUDIO TRACK DESIGNED QUOTE FOR LINKEDIN SOCIAL POST ARTICLE ABOUT TOP 10 TAKEAWAYS LINKEDIN BLOG POST ABOUT RECAP AND SUMMARY PERSONAL EMAIL WITH SUMMARY POINTS INFOGRAPHIC WITH SUMMARY RETARGETED ADVERTISING, BASED ON THOSE WHO LISTENED
  112. 112. Exceptional Content Exercise #3 CONTENT THAT MATTERS #03
  113. 113. Business Goals Audience Needs Exceptional Content •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________
  114. 114. Business Goals Audience Needs Exceptional Content •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________
  115. 115. Business Goals Audience Needs Exceptional Content •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Goal:________________ •Overlap:________________ •Overlap:________________ •Overlap:________________ •Overlap:________________ •Overlap:________________
  116. 116. Hire the right writers #04
  117. 117. CREATING Planning content is one thing. it is entirely different.
  118. 118. BIGGEST CONTENT FAILS = NOT Hiring the right people
  119. 119. APTITUDE ATTITUDE
  120. 120. APTITUDE
  121. 121. Content creator Content creator Content creator A content creator is a content creator is a content creator
  122. 122. Traditional copywriter Journalist SEO content creator A content creator isn’t a content creator isn’t a content creator
  123. 123. Social media content marketer Paid media content marketers Email content marketers A content marketer isn’t a content marketer isn’t a content marketer
  124. 124. Social media content marketer Social media marketing Make sure the content creator matches the content
  125. 125. Digital content creator Don’t create positions that require superhumans
  126. 126. Digital content creator Don’t create positions that require superhumans Digital writer Brand copywriter Content strategist Brand strategist Editor Proofreader Analyst Graphic designer Video producer Photographer
  127. 127. Always bring a mix of talent and skill sets together Digital content creator SEO specialist Paid media specialist Content marketing strategist Editor
  128. 128. ATTITUDE
  129. 129. ATTITUDE ADDRESS IT HEAD ON, ASAP
  130. 130. ATTITUDE BE READY TO MAKE HARD DECISIONS
  131. 131. Exceptional Content Exercise #4 CONTENT CULTURE CHECKLIST #04
  132. 132. HAVE I PROVIDED THE FOLLOWING TO MY CONTENT CREATORS AND CONTENT MARKETING TEAM? ?
  133. 133. HAVE I PROVIDED THE FOLLOWING??
  134. 134. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ?
  135. 135. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ❑ Time to collaborate and innovate? ?
  136. 136. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ❑ Time to collaborate and innovate? ❑ Feeling of being in the right position for their skillset? ?
  137. 137. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ❑ Time to collaborate and innovate? ❑ Feeling of being in the right position for their skillset? ❑ Freedom to take risks and try new things? ?
  138. 138. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ❑ Time to collaborate and innovate? ❑ Feeling of being in the right position for their skillset? ❑ Freedom to take risks and try new things? ❑ Ways to share ideas, feedback and concerns? ?
  139. 139. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ❑ Time to collaborate and innovate? ❑ Feeling of being in the right position for their skillset? ❑ Freedom to take risks and try new things? ❑ Ways to share ideas, feedback and concerns? ❑ Trusted environment in which they can fail fast and learn quickly? ?
  140. 140. HAVE I PROVIDED THE FOLLOWING? ❑ Clear content vision and strategic frameworks? ❑ Time to collaborate and innovate? ❑ Feeling of being in the right position for their skillset? ❑ Freedom to take risks and try new things? ❑ Ways to share ideas, feedback and concerns? ❑ Trusted environment in which they can fail fast and learn quickly? ❑ Ongoing education and opportunities to grow? ?
  141. 141. The Winning Formula For Exceptional Content RECAP
  142. 142. 1 Identify your business goals 2 Understand your audiences’ needs 3 Create More by Doing Less 4 Hire the right writers SUMMARY
  143. 143. THANK YOU!
  144. 144. Questions? Submit your questions in the Q/A Tab and we’ll attempt to answer them. To learn more about how Acquia can help you, visit Acquia.com
  145. 145. THANK YOU

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