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Content marketing guide
- 1. Slide 1 http://www.edureka.co/search-engine-optimization Content Marketing Guide View Search Engine Optimization course details at www.edureka.co/search-engine-optimization Content Marketing Guide
- 2. Slide 2 http://www.edureka.co/search-engine-optimizationSlide 2 Agenda What is content marketing? Content marketing building blocks Goals and mission Defining target audiences and buying personas Types of content Content ideas Content calendar Organizing and managing content Why content marketing? Content marketing channels How to measure the impact? Examples
- 3. Slide 3 http://www.edureka.co/search-engine-optimizationSlide 3 What is Content Marketing?
- 4. Slide 4 http://www.edureka.co/search-engine-optimizationSlide 4 What is content marketing? Creating, Publishing, & Distributing Relevant content to your target audience, through different marketing channels
- 5. Slide 5 http://www.edureka.co/search-engine-optimizationSlide 5 Content marketing building blocks Goals and mission Defining target audiences and buying personas Types of content Content ideas Content calendar Organizing and managing content
- 6. Slide 6 http://www.edureka.co/search-engine-optimizationSlide 6 Defining Goals and mission Potential Goals Brand engagement Thought leadership New customer acquisition Marketing ROI Customer loyalty Determine your content marketing goals Defining clear goals will shape your content marketing strategy
- 7. Slide 7 http://www.edureka.co/search-engine-optimizationSlide 7 Define target audience To create relevant content, you need to understand your target audience first. Potential customers Demographics Interests Buyer Persona Digital behavior Content consumption behavior Purchase lifecycle stage Existing customers Customer lifecycle stage Customer segment by revenue Past content consumption behavior Customer segment by product Customer segment by engagement
- 8. Slide 9 http://www.edureka.co/search-engine-optimizationSlide 9 Persona Creation Personas capture the psychographic information about a particular customer segment. This includes interests, needs, wants, desires, influencers etc. They represent a particular category of customers rather than any individual customer Name : Rohan Marketer by profession Works at a Large company Leads a team of 5 people 40, married , 2 kids Professional Goal : Increase sales by making sure the prospect pipeline is full Challenges : Works in an uncertain environment Needs to understand landscape better to chalk out a better strategy Improve digital marketing skills and better performance reporting
- 9. Slide 10 http://www.edureka.co/search-engine-optimizationSlide 10 Distributing content based on purchase cycle
- 10. Slide 11 http://www.edureka.co/search-engine-optimizationSlide 11 Types of content Once you know your goals and target audience, you need to determine the type of content you will create. Case studies Whitepapers Email newsletters How To’s Webinars Videos Pdf guides ebooks Free Tools Podcasts Blogs Online games Memes Quizes FAQs User generated content Research Infographics Product walkthroughs Demos
- 11. Slide 12 http://www.edureka.co/search-engine-optimizationSlide 12 Content Marketing Pyramid Source : www.curata.com
- 12. Slide 13 http://www.edureka.co/search-engine-optimizationSlide 13 Developing Content Ideas • Consult subject matter experts • Brainstorm ideas with your colleagues • Talk to your customers Consult •Look around, research on current hot topics •Run surveys and polls •Use content research tools like http://ideas.contentforest.c om/ Research • Review existing content that you can re-purpose • Leverage in-house subject matter experts Review Existing Assets • It’s virtually impossible to come up with robust content marketing ideas at the last moment • Develop a content plan Plan ahead There is no silver bullet to developing good content
- 13. Slide 14 http://www.edureka.co/search-engine-optimizationSlide 14 Content Planning
- 14. Slide 15 http://www.edureka.co/search-engine-optimizationSlide 15 Developing Your Content Calendar Develop a multi-dimensional calendar – By Channel, date and type of content, mapped to goals and target audience Source: BigFishResults
- 15. Slide 16 http://www.edureka.co/search-engine-optimizationSlide 16 Developing Your Content Calendar Content calendar helps have all the parties (Content writers, editors, etc.) on the same page with respective to the content publishing schedule. Things that can be included in the calendar : » Theme » Planned post date » Title » Description » Content publication channels » Tags » CTA » Intended Goal of the content piece (newsletter signup, conversion etc.)
- 16. Slide 17 http://www.edureka.co/search-engine-optimizationSlide 17 Implementing Content Marketing Campaigns What do you need? Content in various formats – eBooks, Videos, Article etc. Place to host content Website, landing pages, social media channels Channels to distribute content Social media, website, SEM, email campaigns Measurement tools Measure content engagement metrics, website analytics, CRM etc.
- 17. Slide 18 http://www.edureka.co/search-engine-optimizationSlide 18 Content Marketing Tools - Buzzsumo Buzzsumo is an extremely important tool that can help with the content ideation process Eg. “Luxury travel guide” search on Buzzsumo gives all the content that has been shared the most across all social networks giving an idea of content that resonates with people Ability to see the backlinks too to that content from within the tool
- 18. Slide 19 http://www.edureka.co/search-engine-optimizationSlide 19 Content Marketing Tools - Buzzsumo Buzzsumo would further help in : » Providing guidance on what content themes perform best » List of sites which create sharable content. Taking a look through their site will provide further insights. » Influencers on Twitter who share relevant content – Worth building relationships Buzzsumo helps in figuring out which content types to focus on as per the social media network
- 19. Slide 20 http://www.edureka.co/search-engine-optimizationSlide 20 Content Marketing Tools – Rival IQ Rival IQ is a marketing competitive intelligence tool used for in depth competitive analysis Landscape needs to be setup which includes your information as well as your competitors Provides actionable insights by monitoring the social media channels of competitors » Post frequency on different channels » Which channels competitors are getting most engagement from (retweets, likes etc.) Gives regular updates on the competitor channel performance so that you can modify your strategy accordingly
- 20. Slide 21 http://www.edureka.co/search-engine-optimizationSlide 21 Content Marketing Example – OPEN Forum Open Forum by American Express has built a community of small business owners over the last 4-5 years based on great content which is helpful to the target audience community The community is active and publishes content of their own on the site Helped in building trust in the brand and increase revenue from core business of business credit cards Ensures that more people keep on becoming members of the already established community
- 21. Slide 22 http://www.edureka.co/search-engine-optimizationSlide 22 Great content is the best sales tool in the world - Marcus Sheridan
Editor's Notes
- Content marketing is all about creating relevant content for your target audience and distributing it through different marketing channels, with a goal of increasing engagement and eventually driving business results. The main focus should be to develop engaging content that your target audience will find relevant. Only then you can expect to drive any value for your business.
- This will determine your content marketing strategy. This will help you determine the type of content you should be developing, channels you should be using etc.
- You need to segment your audience to be able to develop content that drives value for them, and in return, for your business. Potential customers: Demographics – Age, location, gender etc. Interests Buying behavior – impulse buyers, evaluators, early adopters, late adopters etc. Digital behavior – Time spent on social media, mobile, email etc Content consumption behavior – Type of content consumed, blogs, games, news, guides etc. Purchase lifecycle stage – Exploring, evaluating, approaching final decision In addition to these, existing customers can be segmented by their lifecycle, revenue, products etc.
- GIF image – Will work in full slide mode. (This slide is optional – Unhide if it needs to be used) Understanding buyer persona through primary and secondary research. It’s crucial for determining the type of content you’ll develop and distribute to drive long term purchase behavior
- The point is, there are numerous forms of content you can create and use for your content marketing strategy.