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The Role of Content Marketing in a Digital Strategy
- 1. The Role of Content Marketing in a Digital Strategy Federico Betti Venice, September 26th
- 9. Created, shared, enjoyed by: USERS INFLUENCERS BRANDS & ORGANIZATIONS MEDIAS © Federico Betti, 2017
- 10. PEOPLE! Created, shared, enjoyed by: © Federico Betti, 2017
- 11. CONTENT DESIGNER PHOTOGRAPHER SOCIAL MEDIA & COMMUNITY MANAGER VIDEOMAKER BLOGGER INFLUENCER CONTRIBUTOR © Federico Betti, 2017
- 12. CREATE RELATIONS! What’s the role of Contents for brands ? © Federico Betti, 2017
- 13. How COMPANIES & MARKETERS can exploit CONTENTS to CREATE VALUABLE RELATIONS? © Federico Betti, 2017
- 14. Where the content strategy stands? BUSINESS STRATEGY MARKETING STRATEGY COMMUNICATION STRATEGY CONTENT STRATEGY YOUR MIND YOUR ACTIONS © Federico Betti, 2017
- 18. Define your strategy • TARGET • OBJECTIVES YOU CONTEXT: competitors, market, .. © Federico Betti, 2017
- 19. AGE & GENDER PROFILE NAME Targeting and profiling INCOME JOB FAMILY SHOPPING BEHAVIOR INTERESTS LOCATION … Identify and describe your targets! See value proposition canvas © Federico Betti, 2017
- 20. Analyze your competitors BLOG/MAGAZINE SOCIAL CONTENTS’ FORM INFLUENCERS MAIN TOPICS … Get inspired from competitors’ strengths and exploit their weaknesses ! © Federico Betti, 2017
- 21. Defining the content strategy • Main topics/categories • Distribution channels • Guidelines: tone of voice manual and visual guidelines • Contents form: blog post, interview, infographic, guides, video? • Timing and planning © Federico Betti, 2017
- 22. Planning W 1 W 2 W 3 W 4 W 5 W 6 W 7 W 8 W 9 Business focuses Events Blog contents Social contents ADV contents Press releases … BE COHERENT & TAKE AN OMNICHANNEL PERSPECTIVE! © Federico Betti, 2017
- 23. Team, resources and budget Who / how much • manage the editorial plan? • design the graphic and video contents? • write the editorial contents? • manage socials? • develop digital PR e offsite diffusion? • manage ADV? Manage internally / agency / freelancers ? © Federico Betti, 2017
- 25. Focus on objectives What do you expect from your content strategy? 1. VISIBILITY & RELEVANCE 4. CONVERT (..sell :) 2. BRAND AW. & ENGAG. 3. LEAD GENERATION 5. MAKE FURTHER CONVERSIONS (..sell again :) © Federico Betti, 2017
- 26. Awareness Consideration Intent Decision Loyalty I never heard the brand before. I want an overview about who is it and what it offers. (no specific needs) I know it very well and I’m considering it to satisfy my current need. I found a solution and I’m ready to buy it I bought a product/service and I need support. I just want to keep me up-to-date about the brand. 1. VISIBILITY & RELEVANCE 4. CONVERSION (..sell) 2. BRAND AWARENESS & ENGAGEMENT 3. LEAD GENERATION 5. FURTHER CONVERSIONS (..sell again) BRAND OBJECTIVES CUSTOMER PERSPECTIVE © Federico Betti, 2017
- 27. Awareness Consideration Intent Decision Loyalty I’m looking for new inspirations on media I’m looging for the brand online to have an overview about its offering I’m evaluating the possible solutions for my specific need. I send a request to get more info. I’m ready to buy online or I prefer to find the closest dealer on the storelocator. I follow the brand on its channels I’m searching online the solution to my problem with the product/service I bought. DIFFUSION CHANNELS SHOPPING BEHAVIOR ADWORDS & FACEBOOK ADV ADWORDS & FACEBOOK REMARKETING CONTENT & SEO DIGITAL PRESS & PR SOCIAL SOCIAL EMAIL MARKETING (Newsletters) CONTENT & SEO EMAIL MARKETING (DEM) © Federico Betti, 2017
- 28. Awareness Consideration Intent Decision Loyalty I disvoer new products/services on media I look for the brand online and I go on its website to have an overview about the offering I identify the possible solutions for my needs. I send a request to get more info. I buy online or I look for the closest dealer on the storelocator. I look online for solutions to my problem or I ask for support. I follow the brand on its channels SHOPPING BEHAVIOR WEBSITE SECTIONS HOMEPAGE PRODUCTS SECTION SINGLE PRODUCT PAGES STORELOCATOR FAQ / SUPPORT BLOG / MAGAZINE BLOG / MAGAZINE © Federico Betti, 2017
- 30. How to create great and performing contents? 1. Put yourself in your target’s shoes: start from people informative needs and search behavior How? Google.com Google Trends, AdWords Keyword Planner, Google’s Suggestions! 2. Create great contents with a clear call to action How? Combining interesting topics for your target, creativity and your objectives 3. Optimize them according to Google’s guidelines (Here some useful insights ) © Federico Betti, 2017
- 31. • BRAND: company/brand/product name, usually the easiest to rank (ex. Ca’ Foscari) • GENERIC: very common and generic kws searched by the target, highly competitive and low conversion potential (ex. Social Media Marketig) • LONG TAIL: very specific kws, few searches but with an high conversion potential (ex. Social Media Marketing Lala Hu) The long tail of SEO keywords © Federico Betti, 2017
- 32. Design text contents as a reversed pyramid KEY INFOs Title and subtitle RELEVANT INFOs Abstract FOCUSES Text in paragraphs CTA Call to action with a link Designing effective editorial contents © Federico Betti, 2017
- 34. Content + eCommerce = Shoppable content © Federico Betti, 2017
- 36. Today the most of purchasing processes starts here (ROPO Research Online Purchase Offline) © Federico Betti, 2017
- 37. BRAND ORGANIC VISIBILITY OFFSITE VISIBILITY HOW TO GAIN THEM? CONTENTS & DIGITAL PR! © Federico Betti, 2017
- 39. Social sponsored contents REMARKETING ADS INSTAGRAM STORIES ADSSPONSORED CONTENTS © Federico Betti, 2017
- 40. Integrating content and social strategies • Design the content strategy considering the role of socials in their diffusion • Integrate content and social editorial plans • Exploit socials power of driving contents to specific customer segments (see FB ADS) • Encurage people’s interaction on socials © Federico Betti, 2017
- 42. Influencer marketing & Digital PR INFLUENCERS’ REVIEWS INFLUENCERS’ SOCIAL CONTENTS © Federico Betti, 2017
- 43. Influencer strategy in 7 steps 1. Ask yourself why to involve them? To boost brand reputation, truly connect to the audience, target messages to the right audience, exploit their influence and trust, co-create contents with them,.. 2. Identify your goals Brand awareness? Engagement? Lead generation? Sales? Customer retention/loyalty? 3. Define influencers type and specific profiles 4. Create great contents that worth sharing 5. Begin outreach How to reach out to this person? What can be offered in exchange? How to manage the relation? 7. Measure the results 6. Nurture influencer relationships © Federico Betti, 2017
- 44. Email marketing FUNDAMENTAL INGREDIENTS TO SUCCEED 1. Start from CRM: profiling and targeting 3. 📱Think your templates mobile 4. " Write a bomb subject field 💣 5. Squeeze analytics to improve performances 2. Be creative and send only value © Federico Betti, 2017
- 45. Marketing automation DESIGN PERSONALIZED FLOWS OF CONTENTS! © Federico Betti, 2017
- 48. Awareness Consideration Intent Decision 1. VISIBILITY & RELEVANCE 4. CONVERT (..sell :) 2. BRAND AW. & ENGAG. 3. LEAD GENERATION Reach Visits Cost per click/visit Click through rate Cost per lead New leads Conversion rate Cost per sale Sales Lead conversion rate © Federico Betti, 2017
- 49. Small data Test your experiences and observe your users! © Federico Betti, 2017
- 50. • Mobile, mobile, mobile, m.. • Live authentic stories • Data driven & personalized contents (aka Marketing Automation) • VR / AR contents • Chat Bot • Video marketing • Native ADV 7 Trends to surf © Federico Betti, 2017
- 51. • Content Marketing Institute • E-consultancy • Moz • Search Engine Land • Social Media Today • HubSpot Blog • UXMagazine • eMarketer • Marketing Land • Google Trends • Google Keyword Planner • We Are Social: Digital in 2017 • KPMG: “The truth about online consumers” • Beginner guide to SEO • The complete guide to Influencer Marketing Useful links © Federico Betti, 2017