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Content marketing 101


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Content marketing 101

  1. 1. Content Marketing 101 @thewebbureau @deanlangasco
  2. 2. 1. Intro 2. What is Content Marketing 3. Very little bit of history 4. Industry Success Stories 5. Idea Generation Exercise 6. Applying Learnings 7. Q&A
  3. 3. The Web Bureau • Digital Agency of the year 2 years in a row • Going for 10 years – biggest in NI • Team of 30 (7 since October) • Web Design and Development • E-commerce Experts • Magento Developers in House • Stock and systems integration • Digital Marketing and Strategy • Social Media and Content Management • PPC & SEO • Yoga, very social, vibrant team
  4. 4. What is Content Marketing?
  5. 5. Content creates trust, and this has always been true
  6. 6. It’s not new
  7. 7. How to keep your plants watered on vacation circa 1910 (UK Cigarette company WILLS)
  8. 8. How to keep your plants watered while on vacation circa 2013 (From lowe’s via vine)
  9. 9. @thewebbureau
  10. 10. Case Studies / Success Stories
  11. 11. Outsourced Content Marketing
  12. 12. Purina Puppy Chow – Purina – Puppy Chow
  13. 13. EWG (Environmental Working Group) on Buzz Sumo The Environmental Working Group’s mission is to empower people to live healthier lives in a healthier environment. With breakthrough research and education, we drive consumer choice and civic action.
  14. 14. EWG (Environmental Working Group) on Buzz Sumo E-mail database Donations Sign Petition Downloads
  15. 15. Different ways to outsource content Founder Aaron Patzer grew the company to over 2 million users within 2 years and sold the company for $170 Million through creative blogs, infographics, slideshows and videos. (Now 10M) Became to Finances what ESPN is to sports. It was not just a finance product but the centre of people’s financial lives.
  16. 16. Q&A’s with influencers with big reach on chosen subjects Each team had their own blog where they’d discuss their finances 20-30k e-mails in 8 months before launch 600 badges free promo on top blogs before full launch
  17. 17. 1.6 Million Facebook fans – 65% of traffic comes from Facebook 3.2 million visits a month to their blog Post 6 times a day on Facebook, 7 Days – 99% of it driving traffic back to health hub Syndicate content to partners – creating content that’s also useful for partners to share on their websites They don’t share all content on all channels Instead choose right channel and time for the audiences engaging with particular content Bring back content repeatedly – refreshed -Make most of every piece
  18. 18. Tip: Set up alert for Content Marketing Case Study and Content Marketing Case Study on Google Alerts to learn how different companies and industries use content marketing for different purposes
  19. 19. Idea Generation Exercise
  20. 20. Outsourcing content marketing can work
  21. 21. PTC used Content Marketing to go from 0 to 100,000 visitors per month
  22. 22. 2 main reasons to outsource: Don’t have manpower to execute content strategy You don’t have the expertise to develop or execute a content strategy QUESTION: Are you prepared to give team or individual time and space to create content as part of a strategy? What are your concerns? What is currently causing concern about effort being put in?
  23. 23. Know your content marketing goals
  24. 24. @thewebbureau CREO
  25. 25. TOP 3 GOALS: LEAD GENERATION THOUGHT LEADERSHIP BRAND AWARENESS Goals dictate what type of content to produce and also how much. DISCUSS: What would you priority goal be? Ours is Thought Leadership
  26. 26. @thewebbureau Goals can change – If PTC hadn’t re-evaluated their goals after the launch they would stopped the blog and instead kept going and reached 100,000 visitors a month in unsexy niche. 70% of the traffic was new for PTC and potential leads
  27. 27. Content Marketing isn’t always slow (if you do this)
  28. 28. TOP 3 GOALS: LEAD GENERATION THOUGHT LEADERSHIP BRAND AWARENESS Goals dictate what type of content to produce and also how much. DISCUSS: What would you priority goal be? Ours is Thought Leadership
  29. 29. It usually takes time to get these kind of results… BUT possible to get results much faster if you have: 1. A really interesting idea 2. And do extensive PromotionGroove 105 comments and 1000+ subscribers from their very first post Q: What is most success had from blog post or content? Q: Has anyone ever conducted blogger outreach or any similar programme?
  30. 30. Transparency and Content Marketing go hand-in-hand
  31. 31. Groove shared fails as well as successes Described how they overcame those failings Q: How could you use transparency to create compelling content?
  32. 32. TOP 3 GOALS: LEAD GENERATION THOUGHT LEADERSHIP BRAND AWARENESS Goals dictate what type of content to produce and also how much. DISCUSS: What would you priority goal be? Ours is Thought Leadership
  33. 33. Always be actionable
  34. 34. Simple in theory: If your content is as valuable as possible to your customer you will always succeed. Not always as simple as that in practice as many ways to do it Groove take every opportunity to show how they worked something out or tested it. Anything we learn we could share. Q. What could you do create content that’s actionable? D&G Recommends…
  35. 35. Quality always makes the difference
  36. 36. VERO: E-mail Marketing Software – 1000 new e-mail subscribers with one content marketing tactic
  37. 37. Skyscraper Technique
  38. 38. Vs If you improve the quality of your content in as many ways as you can you’ll get amazing results
  39. 39. Influencers can drive explosive results
  40. 40. Q. Who could you ask for advice for your content that would then influence them to share that content? (Kapost Example)
  41. 41. Successful content marketing is consistent
  42. 42. Easier to achieve results than previous examples. 8-10 strong posts every week led to these results and 1 client is high value to Express Writers. They were also getting 700 visits a day to their content shop. Q. What is average client worth? If you got to number one organically for particular search term what impact would this have?
  43. 43. Different types of content can help you expand your reach
  44. 44. “Guestographics Technique” Brian Dean - Backlinko
  45. 45. “Guestographics Technique” Brian Dean - Backlinko
  46. 46. Great content is nothing without promotion
  47. 47. ALL CONTENT NEEDS PROMOTION Unless you have huge audience as they will share it for you
  48. 48. Brian’s e-mailed sites who weren’t already linking to his infographic and asked them to share it resulting in big spike in backlinks. Q. Are you paying to promote ads or content? Are you promoting content at all?
  49. 49. Good marketing can be simple
  50. 50. Anyone could do something like this. The difference between Brian and mediocre marketer is consistency. He doesn’t give up after 10 or 20 websites – he sends the following to 100 of websites and does it for every single he post he creates. Just be cause it seems too simplistic doesn’t mean that’s a bad thing. Simple strategies are good.
  51. 51. Because of content marketing, our customers will _ _ _ _ _ _ , our prospective customers will _ _ _ _ _ _ , and our business will _ _ _ _ _ _ . Document this:
  52. 52. People will care about our content because of _ _ _ _. Our content will inspire and motivate them because of _ _ _ _ _. Document this:
  53. 53. The 4 categories of Content Marketing Metrics
  54. 54. We will know our content is working because we will track _ _ _ _ _ ,_ _ _ _ _ and _ _ _ _ _. Document this:
  55. 55. The audiences for our content marketing are described by this persona _ _ _ _ _ ,this persona _ _ _ _ _ and this persona _ _ _ _ _. Document this:
  56. 56. Our buying stages are _ _ _ _ _, _ _ _ _ _ and _ _ _ _ _. We have listed all the questions our personas need to move through each stage here: _______ Document this:
  57. 57. For each audience need, we will create content in one or more ways, and will create a worksheet to organise content, timelines, and calls-to-actions. Document this:
  58. 58. Employee’s Social Customer’s social Email (internal and external) Organic search Paid Search Display Ads Organic Social Paid social Guest Posts Blogger Outreach Earned Media (PR) Offline ads Amplification options
  59. 59. For this piece of content, we will amplify it with _____, _______ and ______. Document this:
  60. 60. “Care immensely or die” Gary Vaynerchuk
  61. 61. Q&A
  62. 62. Thank You @thewebbureau @deanlangasco