Content Marketing Webinar: Making Content Marketing Work


Published on

Approximately 64% of content marketers report that creating sufficient content is a constant challenge that prevents them from succeeding. Pawan Deshpande of Curata and Aaron Dun of Percussion will walk through real-world examples of organizations that have tackled the content "problem".

Published in: Technology, News & Politics

Content Marketing Webinar: Making Content Marketing Work

  1. 1. Content Marketing:Make it WorkPresented by:&#ContentWorks
  2. 2. Agenda• What is Content Marketing?• What makes it so hard?• Top 8 Complaints• Conclusions• Q&A#ContentWorks
  3. 3. Poll:What is your content marketing level?• Beginner• Intermediate• Advanced#ContentWorks
  4. 4. What is Content Marketing?#ContentWorks
  5. 5. What is Content Marketing?Content marketing is a marketing technique of creatingand distributing relevant and valuable content to attract,acquire, and engage a clearly defined and understoodtarget audience - with the objective of driving profitablecustomer action.#ContentWorks
  6. 6. #ContentWorks
  7. 7. What Makes It So Hard?#ContentWorks
  8. 8. #ContentWorks
  9. 9. #ContentWorks
  10. 10. #ContentWorks
  11. 11. Poll:What is your biggest content marketingcomplaint?#ContentWorks
  12. 12. Top 8 Complaints#ContentWorks
  13. 13. How do I pick a topic?“What do our prospects want to read?”“Are people really going to be interested inwhat I have to say?”“There’s already so much content out there.How can I be unique?”Problem#1#ContentWorks
  14. 14. Picking a Content Topic#ContentWorks#ContentWorks
  15. 15. Picking a Topic: Competitors• What is a topic that my competition is not coveringsufficiently?• Competitorso Marketplace competitorso Trade Publicationso Media Outletso Bloggers• Tools• Google Search• Social Media• Google Keyword Tool#ContentWorks
  16. 16. Picking a Topic: Audience• In which topic is your target audienceinterested?• On what topic is your company a uniqueexpert and authority?• Toolso Messaging Frameworkso Surveys and pollso Sales Team#ContentWorks
  17. 17. Picking a Topic: Content• What topic has sufficient existing content?• Tools:o Google News / Blogso Media monitoring listo Twitter Search#ContentWorks
  18. 18. Picking a Content Topic#ContentWorks#ContentWorks
  19. 19. Insufficient Content"Our blog has not been updated in 3 months.""I feel like I just finished writing a blog post, andnow its time for another??""I cant think of anything new to say.""I wish I had a whole editorial staff"Problem#2#ContentWorks
  20. 20. The Content Beast#ContentWorks
  21. 21. #ContentWorks
  22. 22. • Blog Posts• News Sites• Newsletters• Social Media• Podcasts• eBooks• Special Reports• Infographics• Polls & Surveys• Video•
  23. 23. Content Curation“A Content Curator is someone who continually finds, groups,organizes and shares the best and most relevant content on aspecific issue online.”-Rohit Bhargava#ContentWorks
  24. 24. #ContentWorks
  25. 25. #ContentWorks
  26. 26. Distributing Content"I have a lot of content now, what do I do with itall?""What are the right outlets for each piece ofcontent Ive created?"Problem#3#ContentWorks
  27. 27. Think of Your Content as a MealAppetizer- 140 Characters or LessFacebook, Twitter, LinkedIn,PinterestEntreeBlog, Community, Forums,Micro-sitesDessertWebsite#ContentWorks
  28. 28. #ContentWorks
  29. 29. #ContentWorks
  30. 30. Unlocking Content“Our content is silo-ed within ourorganization.""Not sure how to unlock the content wehave within our organization.""How do I empower contributors?"Problem#4#ContentWorks
  31. 31. Breaking Down the Silos• Empower writers• Write it for them• Do Q/A posts• Video?• Teach writers about the benefits• Enable contributores with topics, keywords, &messages• Show them how their post did afterward…#ContentWorks
  32. 32. #ContentWorks
  33. 33. Quality vs. Quantity"Do I spend the next 6 weeks writing aneBook, or writing 10 blog posts?""I feel like most of my content is regurgitation. Ifeel like I am in an echo chamber."Problem#5#ContentWorks
  34. 34. #ContentWorks
  35. 35. #ContentWorks
  36. 36. Measurement"Im doing all of this writing, is itworking?""What Key Performance Indicators(KPIs) should I put in place for mycontent marketing efforts?""How do I justify my budget?"Problem#6#ContentWorks
  37. 37. Measurement: Beginner• Content Throughputo Who is publishing?o How stale is it?o Where is it getting stuck in publishingprocess?o How much content are we publishing?#ContentWorks
  38. 38. Measurement: AdvancedEngagement• Tracking what content is gaining readers• What blog posts get comments• What is the average time on site• What is the click path• Top content themes that refer to your website• What content items gain the highest bounce rateDashboard• Pick 5 KPIs to measure against monthly#ContentWorks
  39. 39. #ContentWorks
  40. 40. Voice of the Content"What is my voice?""Who are the voices?""What channels make sense per voice?"Problem#7#ContentWorks
  42. 42. Finding Your Voice• What does your brand stand for?• What tone do you want to communicate?• What do your prospects/buyers expect?• What tone does your competitors use?#ContentWorks
  43. 43. Carry Your Style Throughout
  44. 44. Putting it to Work“I can create content, but how can I get it tomeet my marketing goals?”“How can I get people to share it?”“How can I get it to help with SEO?”“How can I get more leads from it?”Problem#8#ContentWorks
  45. 45. Pick your battlesWhat is your goal?o Is it to get more leads?o Is it to get more followers?o Is it to get press coverage?o Is it to grow your email list?o Is it to increase in search engine rankings?Problem#8#ContentWorks
  46. 46. Problem#8#ContentWorks
  47. 47. What do I do now?1. Unlock the hidden content gems2. Develop your content marketing menu3. Set Your Baseline Content Throughput andGoal4. And Make it Work!#ContentWorks
  48. 48. Free eBook:5 Simple Steps toBecoming ContentCuration RockstarDownload atwww.curata.comNew Video!Stop the insanity, get off theweb content managementmerry go round!#ContentWorksView