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Building your content marketing strategy: How to lay a foundation for success - Webinar


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To achieve high quality content and make the most of the time you spend on it, you need to take a strategic approach to all elements of Content Marketing.

In this webinar, we’ll break Content Marketing strategy down into 3 constituent parts:

- Research
- Creation & Implementation
- Promotion

Published in: Marketing
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Building your content marketing strategy: How to lay a foundation for success - Webinar

  1. 1. Peter Fitzgerald Presented by Building Your Content Marketing Strategy How to Lay a Foundation for Success 26th January 2017
  2. 2. marketing you can measureTM 2 According to the Content Marketing Institute, content marketing is… “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.” Defining content marketing
  3. 3. marketing you can measureTM The challenge of content marketing is simple: Quality matters, but quality takes time. 3
  4. 4. marketing you can measureTM A strategic approach is important Research The groundwork for your content marketing strategy Creation & Implementation Practical and technical considerations, how to generate ideas Promotion How to build out a promotional strategy 4
  5. 5. marketing you can measureTM 5 Research
  6. 6. marketing you can measureTM Why research is important 6 Research helps us to move away from assumptions and personal beliefs. Instead, we can make decisions based on data and facts.
  7. 7. marketing you can measureTM Learn from and about your users You need to be able to answer these kinds of questions… • What’s relevant to your users? • What kinds of content do they consume? • What devices do they use? • What do they want to hear? • What are they to you? 7
  8. 8. marketing you can measureTM Many businesses focus too much on what they want to say and not enough on what their audience wants to hear. However, this doesn’t mean internal factors should be ignored. 8
  9. 9. marketing you can measureTM Research methods and what they can tell you • Raw website data E.g. Google Analytics, Heatmaps • Speak to your users E.g. Surveys, Telephone Interviews We want both quantitative data and qualitative data because they are both useful content marketing. 9
  10. 10. marketing you can measureTM Research summary • Research helps us make decisions based on facts • User research is vital • Internal factors shouldn’t be ignored • Both hard data and user opinions are valuable Let research inform every part of your content marketing strategy- from what content you create to how you promote it. 10
  11. 11. marketing you can measureTM 11 Creation & Implementation
  12. 12. marketing you can measureTM What you can do is as important as what you want to do. You need to be aware of your limitations – not doing so can lead to lengthy delays and potentially project failure. Limitations can be both technical – e.g. functionality or expertise – and practical – e.g. time or budget. 12
  13. 13. marketing you can measureTM 13 You need to respond to both the general implications and the specific implications of your research. Responding to these implications is how you make your content fit for purpose, and therefore more likely to succeed. Taking your research into account
  14. 14. marketing you can measureTM Tailoring your content All of the information you have about your target audience needs to be combined when it comes to content creation. For example, if your research has shown you… 14
  15. 15. marketing you can measureTM 1. First time customers need more education about your product 2. The majority of traffic is from mobile 3. Your audience is extremely time poor 4. Your audience prefers to read rather than watch a video 15
  16. 16. marketing you can measureTM 16 The importance of idea generation Research will define medium and format – but it is unlikely to hand you the complete piece of content on a plate. You will need to generate ideas to: • Flesh out your content • Create something fresh • Allow for supporting content
  17. 17. marketing you can measureTM Idea generation methods • User feedback • Site search • Long-tail keywords • Social media • Internal resources • Content exploration 17
  18. 18. marketing you can measureTM Creation & implementation summary • Be aware of technical and practical limitations • Tailor your content to respond to your research • Take a measured and informed approach to idea generation 18
  19. 19. marketing you can measureTM 19 Promotion
  20. 20. marketing you can measureTM Go where your audience is. You need to be in the right place at the right time. Your research can help you work out what to do and what to avoid. 20
  21. 21. marketing you can measureTM 21 Learn from your other marketing If you have successful marketing campaigns, then learning from these is a smart move. Content marketing also allows you to re-visit strategies that have under-performed in the past.
  22. 22. marketing you can measureTM When promotion and content are one and the same • Native Content • Facebook Canvas • Video Display 22 As content marketing continues to evolve, we’re seeing more styles of advertising where the content is the ad.
  23. 23. marketing you can measureTM 23 Why multi-channel matters • It allows for both broad reach and specific targeting • It gives users multiple touchpoints • It means you can test channels you may not have used before SocialPPC Email Display
  24. 24. marketing you can measureTM Promotion summary • Your research can inform your promotion strategy • Learn from your existing marketing • Content can allow you to re-visit channels that have under- performed in the past • Consider options where content and promotion are one and the same • A multi-channel campaign may be the best way to promote your content 24
  25. 25. marketing you can measureTM 25 Campaign Wrap-Up
  26. 26. marketing you can measureTM Do a comprehensive report Example case – a lead generation campaign driving traffic to a landing page, where data exchange is required for the content to be acquired. 26 Channel breakdown • Spend • Reach • Click-through rate • Conversion rate • Cost per conversion Landing Page Breakdown • Traffic • Conversion rate • Where did it fail? Post campaign • Have the leads been followed up? • How did they perform? • Was the content a useful way in?
  27. 27. marketing you can measureTM What do we do with this data? • Adapt which channels we use and how we use them • Improve our landing pages and conversion methods • Further tailor our content to maximize effectiveness As much as possible, make this analysis an ‘always on’ part of your content campaigns. 27
  28. 28. marketing you can measureTM Our Approach 28
  29. 29. marketing you can measureTM Our content approach: campaign timeline 29 Execution Creation of assets and delivery of campaign. Strategy / Planning Planning activity for content marketing campaign. Kick off PlanningResearch Assets PPC / Search Display Social Media Workshop Wrap Up Reporting Reporting on success and key findings from activity. Email
  30. 30. marketing you can measureTM Our content approach: campaign map 30 Paid/Organic Social LEAD CAPTURE Remarketing Landing Page CRO Display Advertising Email Paid Search Remarketing/Email
  31. 31. marketing you can measureTM Want to know more? Call us on 0845 450 2086. Or download our free guide, The Essential Guide to Content Marketing. 31
  32. 32. marketing you can measureTM Q&A 32
  33. 33. marketing you can measureTM Thank you 33