Planning Content for 2014

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This presentation is from Scripted.com's webinar on November 22nd. We covered:

1. Set your content goals and content trends.
2. Plan your content and create an editorial calendar.
3. Create content effectively.
4. Promote and distribute your content.
5. Budget your content and set forecasts.

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  • You’re here because you are in charge of creating, promoting, and measuring the impact of your content in 2014. By the end of this session, you’ll walk away with an understanding of where your peers are investing in content, how to effectively plan out your content calendar, and set your budget appropriately for content.You’re here because you’re interested in x.
  • It’s no surprise that most companies are now engaging in content marketing. 93% percent of B2B marketers are using content marketing. The good news, is that you’re all focused in the right place.----- Meeting Notes (11/21/13 15:14) -----focused in the right place
  • When discussing your goals with content for 2014, take a step back and look at where you are. ----- Meeting Notes (11/22/13 10:05) -----Whos is in B2B vs B2C?Content Automation?Who has someone that's solely in charge for content.
  • Most of us I imagine that most of us are around ‘Better.’ We still struggle with aligning our messaging and tying our marketing initiatives back to revenue.
  • Most challenges are lack of budget, time…
  • Both Actionable and Metric driven goals are great. However, many of us get too focused on our actionable goals. For example, what are we going to do this week? Actionable items are great, especially for the marketing associates and coordinators in your organization. However, make sure you’re driving your team to metric driven goals. At the end of the day, if they have been writing a blog post everyday, what is the effect of their work? What have they achieved? More traffic? More leads? Tie this back to your marketing initiatives.
  • Now that you’ve set your goals, it’s time to plan and execute. After we cover the following content planning strategies, you’ll have a better understanding on how to find your audience, determine your publishing frequency and how to manage your editorial calendar.
  • In order to know what content to create and topics to write about, you have to know who you’re communicating to. There are many ways to go about this. One you can go right to the source and talk to clients. Ask them what they want to read about. Send them an article you published and get their thoughts on it. Another way to find your audience is tomeasure their behavior, this includes time on site, bounce rate and social shares. You can also create buyer personas to help you think of the different personalities that exist withinyour audience. So how does this apply to you? Look at your blog and look at which categories they go to.
  • Ask yourself this before publishing any type of content: Why is this valuable to my audience? You don’t want them to waste their time. You don’t want to waste you time. This is why it’s so important to know your audience.
  • Now that you know your audience and what’s valuable to them, you need to know what you’re going to write about. Magazine have themes each month. Managing your content strategy is like being a publisher. You have to think that way. Creating themes is a great way to stay organized, it’s what magazines do. For example, Fast Company. They plan ahead. So when planning your themes, look at what other publications are planning for the year, but tailor it for your audience. Additionally, seasonality may play a role in your content themes throughout the year. Keeps you focused, gives you something to talk about.
  • Once you have themes, you have to plan it out. Think of your audience and your theme, and think narrowly of story ideas. For example, rather than writing an article about how to grow an audience we had to think of it in smaller slices. Segmenting by social networks, industries, etc. You can also get story ideas from your audience. They’re people too and it’s important to listen to them to create topics to write about. When we interviewed Carrie Sloan, editor-in-chief from LearnVest and she said the stories that resonate the most with her audience are personal stories or triumphs and challenges. Listen in the comments and social media to those stories and reach out and interview them. Talk to sales and people who talk to your clients the most.
  • Google rewards businesses that post everyday and rewards new content.----- Meeting Notes (11/22/13 10:05) -----It really Be consistent and be relevant. Just make sure you have a schedule.
  • You’ve done a lot of planning, but now you need a way to organize this. An editorial calendar is the golden standard of all publishers. It’s a must and the best way to keep organized. If knowing how to create an editorial calendar is your hold up, you’re wasting time. There are many robust tools like Percolate, but for our team of two we have this system in place where we use Google calendar for our editorial content and it’s great. An editorial calendar should be accessible to your entire team, accessible to the manager and easy to reorganize if needed.
  • Bigger team there are a lot of options, like Kapost, Percolate. ----- Meeting Notes (11/22/13 10:05) -----Bigger teams of 10 or more contributors may want to look into other planning resources such as Percolate and Kapost.
  • Now your calendar set, but you need a designated person assigned to it to manage it. You can’t have one person in charge of strategy, writing and editing. If you only have one person that’s fine but you have to be realistic about your expectations on your publishing schedule. Talk about real life. When I used to just write, I’d write about 7-10 stories a day, but I didn’t have to worry about editing or coming up with the overall strategy I was coming up with. Also, best practice is to have content prepared two weeks in advance, especially is you’re not a news site. ----- Meeting Notes (11/22/13 10:22) -----insert icon of person with tasks of content strategy team.
  • High quality content can be maintained throughout the creation process, but you can’t publish a case study, expert interview or eBooks every day. Content types. You may have your themes are story ideas, but how are you going produce those and what’s it going to look like? You might want to always publish the greatest research and case study. Another way to think about it you’ll never receive compliments if you’re dressed to the nines. ----- Meeting Notes (11/22/13 10:22) -----also, your audience may not want to engage in these big pieces of content everyday.
  • Ranges from short content, to long-form content, to multi-media content.----- Meeting Notes (11/22/13 10:22) -----To give you quick snapshot of the most commonly used content formats. The main takeawaw here is that there is short form content and long form content.
  • Segmented by CONTENT TYPE, even though you want to maintain the quality, content there’s still a hierarchy based on the content’s value to your audience. The hypothesis behind this pyramid is the higher the quality of your content, the higher your ROI is. Evergreen content you need to have it. It’s your base, it answers basic questions and it’s engaging. Next level is more responsive and timely. It’s more relevant and time sensitive, but not necessarily longer. Long-form content, interview, case studies you shouldn’t be publishing everyday. They’re more valuable to your audience. Studies show long-form content and thought-leadership content can be cut into shorter pieces. You can think about how to recycle your longer form content. ----- Meeting Notes (11/22/13 10:22) -----bigger pieces of content such as data driven articles and case studies will take more time and resources, will return a larger return of value for your audience. Longer form content tends to have a longer shelf-life, get more links, and allow you to break it up into various short form content to re-use.
  • A good marketer segments his content by content type and knows the audience, but the best content marketers also know when their content applies. Breaking your content into this matrix will lead to more qualified customers and a more efficient lead automation cycle.
  • Writing is the number one resource. 73% of businesses have someone overseeing strategy, but they’re not the one that producing all the content. Most companies know what to create and know who their buyer is, but they need content that engages their audience.
  • ----- Meeting Notes (11/22/13 10:22) -----Conducting interviews in house to establish relationships is great, but you can still outsource writing and editing.
  • Lee Oden and Ann Hadley (content marketing leaders) are active on instagram as well.
  • Introduce that syndication is a top strategy for businesses to reach a wider audience and generate more leads/traffic. Syndicating you content with relevant publications and blogs will help build your brand’s exposure, credibility, thought-leadership and more. Types of SyndicationBlog syndication Link round-upOp-Ed articles Sponsored articles ----- Meeting Notes (11/22/13 10:22) -----Introduce Nicole again for this section. Nicole talks here!
  • Syndicating is a mix of sales and PR.We approached Business2Community and were able to secure a syndication with them. All of our blog posts will now be published across the B2B network (assuming it passes their publication standards). This helps with distribution, links, and SEO. We still have high aspirations for other partnerships, but you want to make sure your own content is outstanding before approaching publications.----- Meeting Notes (11/22/13 10:22) -----Some action items that you can takeaway from this is to first make a list of publications that are in your industry. Using technorati or google are great places to start. When you pitch your content to the point of content, make it relevant to their audience and show off what content you've done.
  • Similar to syndication, but usually not a regular feature.Build your network organically. Medium is a new channel that came out – I would recommend looking at it.
  • Survey question on clients who have used outbrain or disqus
  • Survey question on who has promoted a linkedin post or fb post.
  • The best way to forecast is to start backwards from your goal.
  • Many of you may be curious how to work backwards if you don’t know the data. You need to define carefully what your lead funnel steps are in order to forecast ahead. Knowing what makes a qualified lead is essential and can improve the efficiency of a sales organization.Marketohas a very clear and defined funnel which allows them to forecast ahead of time and set their budgets.
  • For example, they can not only see the top level effectiveness of their program channels (in regards to targets in this case), but they can tie it directly to the value of each target.
  • Many of you may be curious how to work backwards if you don’t know the data. You need to define carefully what your lead funnel steps are in order to forecast ahead. Knowing what makes a qualified lead is essential and can improve the efficiency of a sales organization.
  • How effective is your content at the top line? Do you know how your content channels relate to your
  • Social MediaFB (7%/mo), Twitter (6%/mo)Website5% per moBlog Subscribers- 5% per mo
  • Planning Content for 2014

    1. 1. How to Plan Your Content for 2014 The new way to create original content
    2. 2. Who We Are - Eric MacColl - Marketing Director Nicole Karlis Content Strategist The new way to create original content - - SEO, PPC, Display (iProspect) Lead Gen, Content Automation, Strategy (Scripted) Content Writer (HollywoodLife, AVE NUE) Managing Editor (RealSelf)
    3. 3. What We’re Covering 1. Content goals and trends for 2014. 2. Planning content and creating an editorial calendar. 3. Creating content effectively. 4. Promoting and distributing your content. 5. How to budget your content and set forecasts. The new way to create original content
    4. 4. Chapter 1 Content Goals + Trends The new way to create original content
    5. 5. Content Marketing Search Interest for Content Marketing Today 100 90 80 2013 70 60 50 2012 40 30 20 10 Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov 0 The new way to create original content
    6. 6. Where Are You Now? 1. Current Content Channels? 2. CRM? 3. Content Automation? 4. Team Structure? The new way to create original content
    7. 7. Where Are You Now? Good Better Have a presence on social media and have a blog. Consistent presence on social media and blog. Part of an employee’s time is dedicated to content. Full time employee dedicated to content. No content automation tracking. Goals include mostly traffic and social shares. The new way to create original content Some tracking with content automation. Goals are to drive qualified leads to sales and improve traffic. Best Consistent and aligned content through social channels and guest publications. Team dedicated to content. Content automation tracking. Goals are qualified leads and marketing driven revenue.
    8. 8. Content Marketing Challenges The new way to create original content
    9. 9. Actions vs. Metrics Actions • Blog post everyday • Newsletter • Social Media presence • Launch webinars • Website redesign The new way to create original content Metrics • Leads • Sales Opportunity • Newsletter growth • Website authority
    10. 10. B2B Success Metrics Good: Web Traffic + Social Shares + SEO Rankings Best: Lead Quality, Opportunity Quantity, and Pipeline The new way to create original content
    11. 11. 2013 Trends Mobile Responsive Design Mobile App? Optimized Photos (tablet) Google Authorship Google Plus Google Pages Hummingbird The new way to create original content
    12. 12. Chapter 2 Planning Content The new way to create original content
    13. 13. Audience Development Who’s reading your content? The new way to create original content
    14. 14. Audience Development Why is this valuable to my audience? The new way to create original content
    15. 15. Create Themes Stay Focused Better Story Ideas Engage with Community The new way to create original content
    16. 16. Scripted’s Themes November: Audience Development The new way to create original content
    17. 17. Story Ideas Stay true to your theme Talk to your customers Learn from your blog metrics Share stories from different perspectives “We found that personal essays in particular, and people talking about their money journeys and the triumph of paying off debt…, are the pieces that resonated the most with readers.” – Carrie Sloan, LearnVest
    18. 18. Publishing Frequency New Content Consistent Relevant
    19. 19. Create Your Editorial Calendar Simple is better and cleaner Easily shared + edited Accessible The new way to create original content
    20. 20. Other Calendar Tools The new way to create original content
    21. 21. Managing Your Calendar • • • • Who’s in charge? How often will you publish? Brainstorm story ideas for one month. Have content prepared two weeks in advance to publish date. The new way to create original content
    22. 22. Chapter 3 Creating Content The new way to create original content
    23. 23. Content Types “We all have different appetites and different attention spans.” - Andy Smith, The Dragon Fly Effect The new way to create original content
    24. 24. 2014 and Content • • Blog content (76%) • The new way to create original content Social media is most common content (87%) Case studies (73%)
    25. 25. The Layers of Written Content Thoughtleadership Data-driven articles, eBooks, webinars Expert Interviews, case studies Long-form content ExOp-Ed, day-of articles Newsworthy/trend content Evergreen content The new way to create original content How-to articles, Liscticles, 5 Ways to...
    26. 26. Content Matrix Defined Who Why What When 26
    27. 27. Outsourcing Content The new way to create original content
    28. 28. Outsourcing Content The new way to create original content
    29. 29. Chapter 4 Promoting and Distributing Content The new way to create original content
    30. 30. Distribution Channels 1. 2. 3. 4. 5. 6. 7. Organic Social Media Syndication Partners Guest Publications Newsletter/Email Sponsored Syndication Paid Social Media Paid Distribution The new way to create original content
    31. 31. Distribution Channels “Don’t try to be everywhere; it’s much more effective to have a small community that’s highly engaged.” Alexis Grant, Founder, Socialexis The new way to create original content
    32. 32. Organic Social Media The new way to create original content
    33. 33. Syndication Partners “In terms of actually growing the audience, the single best model that I can point to is syndication.” - Carrie Sloan, Editor-in-Chief, Learnvest The new way to create original content
    34. 34. How to Approach Syndication Make a list of ideal publications. Research the right person to contact. Tailor each pitch to the publication’s audience. Be patient, but be persistent. The new way to create original content
    35. 35. Sponsored Newsletters Targeted Distribution Top Program for Generating Leads Budget $5k to $15k The new way to create original content
    36. 36. Paid Distribution: Mass Distribution Best For Ecommerce, B2C content No custom targeting Easy self-service platform $0.20 - $0.40 CPC The new way to create original content
    37. 37. Paid Social: Targeted Distribution Expensive CPC ($3.38) Great for B2B Easy self-service platform The new way to create original content
    38. 38. Chapter 5 Budgeting + Forecasting for 2014 The new way to create original content
    39. 39. % of Marketing Budget Planning 30% of Marketing Budget is Spent on Content Marketing Optimizing Measuring The new way to create original content Creating Promoting
    40. 40. Costs Service Low High Content Writing $600/mo $3,000/mo MRKT Auto $800/mo $3,400/mo Infographics $999 $4999 Webinars Free $299/mo Promoted SM $500/mo $5,000/mo Sponsored Newsletter $3k $15k Analytics $99/mo $1000/mo The new way to create original content
    41. 41. Forecasting The new way to create original content
    42. 42. Marketo’s Funnel The new way to create original content
    43. 43. Marketo’s Channels The new way to create original content
    44. 44. Forecasting Funnel CVR Prospects/Targets 1000 25% MQL 250 SQL 10 Opp 3 1 The new way to create original content Win 4% 30% 33%
    45. 45. Content Effectiveness Metric Blog Newsletter Social Media Sponsored Newsletter White Paper eBook The new way to create original content Traffic CVR Client Won Avg Value Per Client
    46. 46. Forecasting Revenue Metric Q1 Prospects MQL SQL Opp Wins Closed Rev The new way to create original content Q2 Q3 Q4 2014

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