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Content Marketing Workshop 2017

Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com

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Debbie Williams
Co-Founder/Chief Content Officer
Content
Marketing
Workshop
Learn to grow your business
and customer relationships
through content marketing.
@debwilliams23
@sproutcontent
#contentmarketing
Who Am I?
• 20 years experience in strategic, creative
content, helping companies create their
voice & positioning:
• 12 years as senior copywriter for
global consumer brands in NYC
• 8 years as content marketing/inbound
marketing agency owner: SPROUT
Content, Platinum Level HubSpot
Partner
• Content Marketing Author
• 11 years on Gulf Coast
• NJ/NYC area Native
Debbie Williams
Co-Founder/ Chief Content
Officer
SPROUT Content
@debwilliams23
Who are you?
2017 Content Marketing Workshop
Pre-Event Survey
Q1: Which of the following best describes your job role? (please choose only
one.)
Pre-Event Survey
Q2: Do you have a documented content marketing strategy?
Pre-Event Survey
Some of your greatest content marketing
challenges:
❏ Staying current with SEO and site traffic.
❏ Understanding what is most effective.
❏ What content to develop and who will develop it.
❏ How to share your expertise.
❏ How to create a custom marketing plan.
❏ Frequent, consistent dynamic content.
❏ Reaching and engaging an audience that is not
opted in.

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Content Marketing Workshop 2017

  • 1. Debbie Williams Co-Founder/Chief Content Officer Content Marketing Workshop Learn to grow your business and customer relationships through content marketing. @debwilliams23 @sproutcontent #contentmarketing
  • 2. Who Am I? • 20 years experience in strategic, creative content, helping companies create their voice & positioning: • 12 years as senior copywriter for global consumer brands in NYC • 8 years as content marketing/inbound marketing agency owner: SPROUT Content, Platinum Level HubSpot Partner • Content Marketing Author • 11 years on Gulf Coast • NJ/NYC area Native Debbie Williams Co-Founder/ Chief Content Officer SPROUT Content @debwilliams23
  • 3. Who are you? 2017 Content Marketing Workshop
  • 4. Pre-Event Survey Q1: Which of the following best describes your job role? (please choose only one.)
  • 5. Pre-Event Survey Q2: Do you have a documented content marketing strategy?
  • 6. Pre-Event Survey Some of your greatest content marketing challenges: ❏ Staying current with SEO and site traffic. ❏ Understanding what is most effective. ❏ What content to develop and who will develop it. ❏ How to share your expertise. ❏ How to create a custom marketing plan. ❏ Frequent, consistent dynamic content. ❏ Reaching and engaging an audience that is not opted in.
  • 7. Pre-Event Survey Top things you hope to take away: ❏ Improve buyer journey ❏ Develop engaging content ❏ Expand content reach ❏ New ideas, and effective strategies ❏ Metrics, tools and tactics ❏ Content marketing strategy ❏ Creating and using buyer personas ❏ Understanding SEO and increasing site traffic
  • 8. AGENDA . ● Content Marketing Overview ● Content Marketing Strategy ● Buyer Personas ● Editorial SEO ○ Keyword Exercise ● Content Ideas ○ Editorial Calendar Exercise ● Content Distribution ● Q&A
  • 9. What is Content Marketing? “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
  • 10. Content Marketing Overview You are your own media company. Every company, in any size and industry, can create and distribute educational information and build trusted audiences.
  • 11. Content Marketing Overview Your Readers don’t just want “CONTENT” they want solutions to problems.
  • 12. Content Marketing Overview The Ultimate Goal Become the trusted, expert resource in your industry, where your customers are looking for information online - so they FIND YOU and CHOOSE YOU.
  • 13. Content Marketing Overview: WHY? THE WORLD HAS CHANGED. HOW PEOPLE SEEK OUT INFORMATION AND MAKE BUYING DECISIONS HAS CHANGED FOREVER.
  • 14. Content Marketing Overview In 2011 (6 years ago!), Google released the Zero Moment of Truth (ZMOT) Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision- making moment the Zero Moment of Truth — or simply ZMOT. 81% of buyers research before they buy, consulting an average of 10.4 sources. (in both personal and business decisions)
  • 15. Content Marketing Overview Decision making: The HARD STATS ● 94% of buyers conduct online research at some point in the buying process. ● The average buyer progresses nearly 60% of the way through the purchase decision-making process before engaging with a person at your company. ● People turn to the internet and social media first. If they are looking for your products/services – what are they finding?
  • 17. Content Marketing Methodology ATTRACT CONVERT CLOSE DELIGHT! Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Influencer eBooks Social Ads CTAs Landing Pages Forms Contacts Infographics Webinars Video Testimonials Email Workflows Lead Scoring Sales Intelligence Foundational Strategy ● Buyer Personas ● Content Audit/Inventory ● Competitive Analysis ● Content Style Guide ● SEO Strategy ● Social Media Strategy ● Content Mapping ● Influencer Marketing Strategy Social Media Email Workflows Influencer Surveys Promotions
  • 18. Gilmore Services has an almost equal grade in the HubSpot marketing grader than national leader Iron Mountain Content Marketing Levels the Playing Field
  • 19. Content Marketing Levels the Playing Field Gilmore Services has PAGE ONE rankings for their top keyword, in between two of the biggest national competitors. The meta descriptions for all three companies are similar and include the same keyword phrases.
  • 20. SPROUT CONTENT Page 1 of national search results for content marketing agency Content Marketing Levels the Playing Field
  • 22. Content Marketing Strategy How many of you have a documented content strategy?
  • 24. Content Marketing Strategy Essential Factors to Content Marketing Success: 1. Company wide buy-in from the top down (marketing is no longer a department) 2. Alignment between marketing and sales 3. Documented content strategy aligned to GOALS 4. Content resources and accountability
  • 25. Content Marketing Strategy Essential Factors to Content Marketing Success: 4. Content resources and accountability 5. Content mapped to your buyer’s journey 6. Consistency (in voice/brand and publishing cadence) 7. Content distribution strategy 8. Measurement and Tracking
  • 26. Content Marketing Strategy: Test EXERCISE: The Content Marketing Test
  • 27. Content Marketing Test: (1 pt for each Yes) Best Practice YES NO Company wide buy-in from the top down Alignment between marketing and sales Documented content strategy aligned to GOALS Content resources and accountability Content mapped to your buyer’s journey Consistency Content distribution strategy Measurement and Tracking Content Marketing Strategy:Test
  • 29. The biggest content marketing mistakes companies make: 0 PLAN + 0 GOALS + 0 MEASUREMENT = Content Marketing Strategy
  • 30. 0 results found. Content Marketing Strategy
  • 32. Pre-Work: SET MEASURABLE GOALS AND BENCHMARKS Content Marketing Strategy
  • 33. 1: Outline content marketing goals. Clearly outline your goals before you start anything else. ● What do you want to achieve? (site traffic, thought leadership, leads?) ● What metrics will you use to track success? ● Is this feasible? Content Marketing Strategy
  • 35. 2: Establish KPIs(Key Performance Indicators) Determine the KPIs you will evaluate to determine whether your content is successful. Content Marketing Strategy
  • 36. 3: Measure Success What tools will you use to measure performance? Content Marketing Strategy
  • 39. KNOW AND DEFINE YOUR AUDIENCE Buyer Personas
  • 40. Buyer Personas What is a buyer persona? Buyer Personas are: “fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.”
  • 41. Buyer Personas @SPROUTContent While 64% of the C-suite have final say in decisions, so do 24% of the non-C-suite, 81% of which have a say in purchase decisions. If you’re marketing to only the highest level executives, you’re not reaching those who are looking for you first.
  • 42. Buyer Personas Each persona uncovers the most important messages to be included in the content you publish and provides insight on how to lead your target audience down the sales funnel.
  • 43. Buyer Personas: SAMPLE Financial Decider Diane Goals • Creating value for shareholders • Increasing stock price • Delivering predictable performance • Recognition from CEO, BODs • Building personal ‘street cred’ Challenges • Maintaining/increasing top- and bottom-line revenue • Staying aware of planned/proposed SEC reg changes • Keeping financial data secure • Exceeding shareholder expectations (stock price, EPS, EBITDA, etc.) • Keeping Finance team engaged/motivated What we can do • Help team collaborate more easily • Provide regulatory expertise and filing support • Mitigate external market risk with accurate, timely reporting to SEC • Save time for team to focus on other company/dept. objectives • Help them rest easy; make them look smart SAMPLE
  • 44. Buyer Personas: Exercise EXERCISE: ● WHO is the persona? ● WHAT do they do? What does their day look like? ● WHERE is the gap in their needs/wants? ● WHEN do they need to close this gap? ● WHY do they care about us?
  • 45. Buyer Personas: Exercise PERSONA NAME: (based on role not Title) ROLE IN DECISION MAKING: •Who reports to/direct reports •Researcher/middle/final/financial GOALS: •Persona’s primary goal •Persona’s secondary goal CHALLENGES: •Primary challenge to persona’s success •Secondary challenge to persona’s success HOW WE HELP: •How you solve your persona’s challenges •How you help your persona achieve goals
  • 46. Buyer Personas How to create buyer personas: 1. Identify the important decision makers throughout every stage of the sales cycle, from research to financial qualifier to decision maker. 2. Develop strategic questions to reveal who they are, their core responsibilities, pain points and challenges, and decision criteria. 3. Conduct interviews (with real people). 4. Use social media for additional insights. 5. Develop content ideas inspired by real insights into what your buyers need to know from you.
  • 47. Buyer Personas For more information on developing buyer personas: http://www.sproutcontent.com/buyer-personas-marketing-through- the-voice-of-your-buyer
  • 50. SEO SIMPLIFIED SEO is all about content and vice versa. Editorial SEO
  • 51. Search Engine Optimization Optimize content so PEOPLE and SEARCH ENGINES (Google, Bing, etc.) can find you. Editorial SEO
  • 52. WHAT DOES OPTIMIZING YOUR CONTENT MEAN? ● Search engines need content to deliver results. ● Content marketing is content. ● Creating QUALITY relevant content helps Google, and people, FIND YOU. Editorial SEO
  • 53. A SIMPLE SEO PLAN - YOUR CHECKLIST. ❏ Develop buyer personas. ❏ Conduct keyword research. ❏ Determine the most common phrases your buyers are using to find you. ❏ Create a content plan mapped to your personas and keywords. ❏ Create QUALITY content. ❏Ensure proper meta descriptions (back end of content), internal Editorial SEO
  • 54. Start with Keyword Research. Using a tool like Google Adwords Keyword planner, HubSpot, SEM Rush or MOZ, start a list of the top words and phrases people (your customers/personas, not you) would use to find solutions to their challenges. Word Current Rank Monthly Searches Difficulty CPC Editorial SEO
  • 55. EXERCISE: WRITE DOWN THE TOP 10-15 KEYWORD PHRASES YOU WANT TO BE RANKED FOR - AND THAT YOUR AUDIENCE MIGHT USE TO FIND YOU. Editorial SEO
  • 56. HOMEWORK THIS WEEK: Go to: https://moz.com/free-seo-tools and analyze the top 5 words you’ve listed. This is a starting point for your research. Editorial SEO
  • 57. Use a tool or spreadsheet to analyze results and choose your top keyword opportunities. Editorial SEO
  • 58. Create a content roadmap for each persona that addresses their major pain points while executing the SEO strategy. This is accomplished with a content funnel strategy targeting each stage of the buyer’s journey (Awareness, Consideration, Decision) with relevant topics and keyword phrases. Editorial SEO
  • 59. How does it all come together?
  • 60. Content curation team for Venue, not necessarily for AD Lacking structured creation and distribution schedule Reactionary Lacking measurable goals Not created for specific personas Become viewed as a thought leader Be found online organically Establish a regular content creation and distribution schedule Create content for personas Financial Decider Diane Search Engine Optimization Keywords are available for Venue and AD (a more extensive list is available for AD) Initial and current rankings per keyword are unavailable Competitive analysis conducted by Sprout Take stock of previously established foundational research, analyze current goals and processes, and create Phase 1 of Content Strategy based on available information, to identify and meet attainable goals. Phase 1 of Content Strategy Establish a blog editorial calendar and production process to: ● Ease current gaps and frustrations in the content production process ● Create high quality content, regularly, in order to increase SEO and organic search results, and increase reputation as industry thought leader ● Match content to specific personas, and their buyer’s journeys ● Build ABC brand reputation and recognition as a thought leader Buyer Personas Current content creation process Current content goals PHASE 1: INITIAL STEPS AIM GOALSAVAILABLE INFORMATION SAMPLE
  • 62. Use what you’ve learned about your buyer’s journey to plan your content editorial calendar mapped to keywords, personas, buying stage. Editorial Calendar
  • 64. Content Editorial Ideas HOW DO YOU COME UP WITH SO MANY INTERESTING TOPICS???
  • 65. Content Editorial Ideas IDEAS ARE ALL AROUND YOU! Google Trends helps you identify trending topics and see the popularity of various search queries over time.
  • 66. Content Editorial Ideas Google AdWords Keyword Planner gives you insight into the searches your customers are performing, including linguistic opportunities you may not have otherwise uncovered.
  • 67. Content Editorial Ideas BuzzSumo lets you research specific topics and see what articles about those topics have performed well, giving you insight into how your content may perform.
  • 68. Content Editorial Ideas Your own data, such as website and social media analytics, can give you a wealth of insight into your audience and content performance.
  • 69. Content Editorial Ideas Interview your internal subject matter experts. ● Sales Team ● IT ● Product Specialists ● Customer Support Content marketing needs to be a company-wide collaboration.
  • 70. Content Editorial Ideas Set Up Google Alerts alerts.google.com - Find Relevant Content to share - Listen for Story Ideas - Build Your Influencer List - Monitor keywords and industry news
  • 73. Content Editorial Ideas: Advanced Tip! HubSpot’s built-in content cluster tool helps you find and build- out the most relevant topics based on what your audience is searching for.
  • 74. Create “How-To Guides” and longer form educational content. Content Editorial Ideas Don’t be afraid to give away your knowledge.
  • 75. Listen in social media ● Monitor keywords and hashtags to find relevant content and conversations ● Use tools to help manage lists such as HubSpot, Twitter Lists, Tweepi, Sprout Social Content Editorial Ideas
  • 76. Content Editorial Ideas - the buyer’s journey EXERCISE: Take five minutes and write down the top questions your customers and prospects ask you on a regular basis.
  • 77. Content Editorial Ideas HOMEWORK THIS WEEK: Talk to your sales team. ● Find out the top questions they receive over and over (if one person has the question, others do too) ● What are the concerns people have to choosing your company/product/service? Why are they NOT buying from you?
  • 79. Content Distribution 60% of Marketers Distribute at Least One Piece of Content Every Day - eMarketer
  • 80. Content Distribution Don’t just publish and forget it! Focus 20% on NEW content development and 80% on content distribution. ● Targeted/themed emails with a series of content topics (yours and curated) ● Social Media (80% educational content from all sources / 20% promotional or sales related). ● LinkedIn Pulse blog - republish blog posts in full ● Create a Medium blog or publication ● Research Blog syndication opportunities in your industry ● Review Quora and Reddit opportunities to link to your content authentically
  • 81. Content Distribution Slice and Dice your content. One content idea should be repurposed in many forms. SocialMediaToday
  • 82. RECAP - Who are you? Some of your greatest content marketing challenges: ● Staying Current with SEO and site traffic ● Understanding what is most effective ● What content to develop and who will develop it? ● How to share your expertise. ● How to create a custom marketing plan. ● Frequent, consistent dynamic content. ● Reaching and engaging your audience that are not opted in
  • 83. RECAP - Who are you? Top things you hope to take away: ● Improve buyer journey ● Develop engaging content ● Expand content reach ● New ideas, and effective strategies ● Metrics, tools and tactics ● Content marketing strategy ● Creating and using buyer personas ● Understanding SEO and increasing site traffic
  • 85. Are you ready to take your content marketing to the next level and learn to be more transparent? Learn more in our book: Brands in Glass Houses www.sproutcontent.com info@sproutcontent.com Available at