JBH Content Marketing Guide


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Content Marketing Guide: How could good content improve your marketing performance?

We’ve done the research, checked out other frameworks and compiled a free eBook to help your content marketing plan.

What’s inside?
• Content Marketing Framework
• Top Tips, Statistics and Savvy Marketer ideas

Published in: Marketing, Technology, Business
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JBH Content Marketing Guide

  1. 1. Share on Twitter Share on LinkedIn Content Content Marketing Marketing Guide Guide Content Marketing Guide jbh.co.uk/ebooks
  2. 2. Share on Twitter Share on LinkedIn ABOUT THE AUTHOR Jane Hunt Director of Strategy at JBH Jane has many years experience working directly with clients to create useful, engaging content for B2B and B2C customers, turning brands into Thought Leaders in their industry. Projects vary from designing content strategies for social media to sourcing writers for specialist newsletters and blogs to writing content for infographics. In this handy guide, Jane offers an introduction to the benefits of content marketing, some impressive statistics, a framework for creating your own content marketing plan and top tips and resources to help you along the way. We hope you enjoy the eBook and would love to hear about your content marketing initiatives and success stories! Just email hello@jbh.co.uk jbh_jane Jane Hunt jbh.co.uk/ebooks
  3. 3. Share on Twitter Share on LinkedIn How can good content improve your marketing performance? Engaging content can help build awareness of your brand and its products, improve reach, give your brand more credibility, increase customer retention and ultimately boost sales! Do you want to create a buzz around your brand and products? Content marketing is a great way to use internal knowledge and brand expertise to engage and influence your audience(s). Customers love hearing a good story, learning top tips to improve their experience of a product or finding out about the next generation of products. Consumers are also happy to share content with their friends and family if they believe it will be of benefit or entertainment to them, generating word of mouth! Check out the following impressive stats and start producing great content. Good luck! Jane Hunt jbh.co.uk/ebooks
  4. 4. Share on Twitter What could content marketing do for your business? Increase brand reach and content visibility Share on LinkedIn Increase word of mouth and ultimately sales Blogs on company websites attract 55% more visits 6 in 10 Facebook or Twitter users are more likely to recommend a brand they follow Companies with blogs get 97% more inbound links than others Word of mouth is the most important consideration for 50% of buying decisions Improve brand credibility and increase brand affinity Blogs are 63% more likely to influence purchase decisions than magazines 60% of consumers feel more positive about a company after reading custom content on its site Increases marketing effectiveness 63% of companies said posting content to social media increased marketing effectiveness Boost sales 67% of companies find customers via Facebook, 61% via LinkedIn and 53% via Twitter(1) jbh.co.uk/ebooks
  5. 5. Share on Twitter Share on LinkedIn This quote by Richard Branson sums up the rewards of creating quality content for your audience(s): “ If you win people over, the profits will follow ” (2) Virgin is a great example of a brand that uses content marketing effectively to promote their brand story. jbh.co.uk/ebooks
  6. 6. Where do I start? Share on Twitter Share on LinkedIn Content marketing needn’t be complex; it just takes some thought, research, ideas and a little bit of planning. If you’re a small business you may not have the resources to produce engaging content each day. It may be that once a month you share product developments with your customers, or launch a competition via Facebook or your blog to generate leads. The most important thing is, to understand what you want to achieve and why, and be realistic about your resources! We’ve done the research and have compiled a simple guide to help you write your content marketing plan. We’ve also added some Top Tips and Savvy Marketer ideas along the way to make it easy and enjoyable! jbh.co.uk/ebooks
  7. 7. We recommend following these 5 steps for content success: Share on Twitter Share on LinkedIn 1. PLAN – Behind all decent content is a plan of attack! Who do you want to reach and why? What are the main objectives? 2. STORY-TELLING – Think about tone of voice, themes, and the key points in your content you want the reader to remember. 3. PROMOTION – Which are the best channels to reach your audience(s) and how will you promote your content across multiple platforms? 4. LISTEN – Who’s talking about you and are you involved in the conversation? 5. MEASURE – What does success look like and how will you measure it? jbh.co.uk/ebooks
  8. 8. Share on Twitter Share on LinkedIn PLAN To create the right content for your audience(s) you need to know which audience(s) you want to reach and why! Consider these 5 questions: 1. What are your marketing objectives? 2. Which audience(s) do you want to reach with your content? 3. you want to start a relationship with Do customers or develop one? 4. What does your company do well? Play on this! 5. What content do your competitors offer their customers? TOP TIP Use a SWOT analysis template to quickly analyse your company strengths, weaknesses, opportunities and threats. It will help you plan how content marketing could be used to support current marketing activity. Download a template here (3) 1 of Richard Branson’s top tips to gain and retain customer loyalty: “What can we can offer customers that others aren’t, or won’t, because they are so narrowly focused on profit?”(4) jbh.co.uk/ebooks
  9. 9. Share on Twitter Share on LinkedIn STORY-TELLING Consider these 5 questions: 1. What are the brand stories that your audience should know? E.g. history, expertise, USP’s – think about what makes you special. 2. What content would be of value and interest to your audience(s)? This will vary across channels and audience(s), so be prepared to tailor content to both! 3. What tone of voice will you use and what will your key messages be? 4. Who will source, research or write the content and promote it? 5. you have any internal experts or Do ambassadors who can contribute? Don’t underestimate the time and resources you’ll need to produce regular, quality content. TOP TIP Don’t forget to ask employees what content they think would be relevant and engaging to your audience(s), after all they should know your customers well! jbh.co.uk/ebooks
  10. 10. Share on Twitter PROMOTION Consider these 5 questions: 1. Which channels are you currently using and why? 2. Which get the most customer interaction for your brand? Are you missing any opportunities? 3. Decide which channels best reach your target audience(s) and design the content around those. 4. Establish what the objectives are for each channel and what success will look like. 5. you’re offering free guides or writing blog If posts, don’t forgot to ask people to subscribe so they don’t miss out on your quality content in the future. TOP TIP Share on LinkedIn Be realistic – you may not have the resources to create daily or weekly content. Try running monthly or ad hoc content marketing campaigns to get started. Don’t be afraid to ask people to share your content with their friends if they found it useful! Savvy marketer If you’re posting content to social networks use an application like Buffer(5) that will send your posts at the optimum time for increased engagement. You can also use it to share content more easily from the web, your mobile or blog and analyse your social activity. jbh.co.uk/ebooks
  11. 11. Share on Twitter Share on LinkedIn LISTEN Don’t just create new conversations, listen to what your customers are saying and create content that is responsive and enhances their experience of your brand. TOP TIP Savvy marketer Use free software to find trends, audience profile info and content ideas! Use Google Trends(8) to find out what themes are popular in search, relevant to your customers or target audience. Discover content ideas before your competitors!. - oogle alerts(6) – updates you on news and G opinions relevant to your company/market/ products/customers comments etc. - Sproutsocial(7) – manage social content, track customer conversations about your brand and measure effectiveness. jbh.co.uk/ebooks
  12. 12. Share on Twitter Share on LinkedIn MEASURE All marketing activity should be measurable and content is no exception. You just need to work out what success looks like and what mechanisms you need to measure it. Decide: 1. What is the objective of the content? Sales leads? Purchases? Social shares? 2. et specific, achievable targets. Setting goals S will give you more motivation to push your content out there and get it noticed! 3. stablish mechanisms to measure E performance. Measure engagement (read rate) and response rate (comment/share/buy etc.) TOP TIP Google Analytics(9) is a great tool for measuring and defining monetary value of content on your website. You can create a bespoke content marketing dashboard that directly links content to conversions, so you know how influential your content was in the purchase process. Click here to read more about creating a content marketing dashboard in Google Analytics.(10) jbh.co.uk/ebooks
  13. 13. SOURCES 1. The benefits of content marketing (infographic) www.contently.com/strategist/2012/03/22/content-marketing-benefits-infographic 2. 4. Richard Branson’s 3 Steps to Brand Loyalty – Virgin Entrepreneur www.virgin.com/entrepreneur/richard-bransons-3-steps-to-brand-loyalty 3. www.businessballs.com/swotanalysisfreetemplate.htm 5. www.bufferapp.com 6. www.google.com/alerts 7. www.sproutsocial.com 8. www.google.co.uk/trends 9. How to review content effectiveness using a custom Google Analytics dashboard www.smartinsights.com/google-analytics/google-analytics-setup/how-to-review-contenteffectiveness-using-a-custom-google-analytics-dashboard 10. http://www.google.com/analytics 11. The CMI Content Marketing Framework www.contentmarketinginstitute.com/wpcontent/uploads/2013/03/CMI_Framework.pdf 12. 7 frameworks and more tips for smart content marketing programs www.contentmarketingexperience.com/2013/7-frameworks-and-more-tips-for-smart-contentmarketing-programs