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Content Marking vs. Content Strategy


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Promotional marketers often jump straight into content marketing because of how quick and inexpensive content can be produced - but that's not a content strategy. Presentation covers one approach to building a content strategy centered on customer personas, identifying company goals and assets, and tying it all together

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Content Marking vs. Content Strategy

  1. 1. Content Marketingvs.Content StrategyPatrick Vincler
  2. 2. @pvinclerContent Marketing:the dissemination of developedcontent assets
  3. 3. @pvincler
  4. 4. @pvinclerAhh…But that’snot a contentstrategy
  5. 5. @pvinclerContent Strategy:planning for the creation of effectivecontent that meets your stated goals.
  6. 6. Know youraudienceDefine yourgoals andasset typesPlan yourdisseminationDevelopassetsTrackengagementLearning andFeedbackContent Strategy
  7. 7. @pvinclerResearchStep #1 do your…
  8. 8. @pvinclerResearchFormal Less-formalMarket research firmsIn-house research staff
  9. 9. @pvinclerResearch DeliverablesFormal InformalCustomer SegmentationBrand Style GuidePersona Development Market TrendsKeyword SegmentationCustomer FeedbackInformation that will help center your contentefforts squarely on your target audienceFormal Less-formal
  10. 10. @pvinclerFive steps to defining a buyer persona:1. Define their current situation2. Define their demographics3. Identify their attributes4. Understand their preferences5. Draft the buyer persona value statementPersonas“A persona is a composite sketch of a type ofcustomer your company serves.”
  11. 11. @pvinclerPersonas- Not actual REI data. For demonstration purposes only
  12. 12. @pvincler30% of Sample45% of Back Pack Spending44% of Past Year REI Customers50% of Potential Economic Valuefor REII am:• Younger (26-40 yrs on average)• 69% Male• Above average income ($72k)• Blend of Urban and SuburbanI Believe:• Experiencing and preserving the outdoors is important• Camping and Backpacking are two different worlds• REI branded products present a good value• Outdoor activities involving 5 or less people is idealI Seek:• The latest most light weight gear• A liberal return policy• The option of renting expensive items before purchaseI Buy:• Highest total spending on backpacks• Average on outdoor clothing spending• Above average cold weather spending• Likely to upgrade gear that isn’t lost or broken• 10% of purchases are online vs. in-store (REI)Media:• Web and smartphone savvy• More than likely on Facebook and Twitter• Visits hiking, gear, and gadget blogs• Less likely to share product reviews onlineAvid Mountaineer- Not actual REI data. For demonstration purposes only
  13. 13. @pvincler20% of Sample23% of Back Pack Spending45% of Outdoor Clothing Spend30% of Potential Economic Valuefor REII am:• Younger (18-27 yrs on average)• 70% Female• Average income ($52k)• SuburbanI Believe:• Nature helps balance out the traps of modern living• In having lots of adventures in the outdoors and abroad• Being in the outdoors is a great venue for socializing• REI gear and clothing is expensive but worth itI Seek:• Outdoor merchandise that doubles for travel gear• Products that will last over many years of use• Unique apparel and accessoriesI Buy:• Highest total on outdoor clothing• With more emotional intent• Above average spend on footwear• Average on backpack spending• 20% of purchases are online vs. in-store (REI)Media:• Web and smartphone savvy• Very active on Facebook, Pinterest, and Twitter• Heavy digestion on travel blogs• More likely to share product reviews onlineHiker-Traveler- Not actual REI data. For demonstration purposes only
  14. 14. @pvinclerAvid MountaineerHiker-TravelerContent Plan:• Stake in total content pie: 30%• Topic Clusters: great destinations, travel planning, activewearsocial and sharing, and qualityContent Examples:• Blog Post: “Why to See Machu Picchu Now and Not Later”• Pinterest Board: REI exclusives• Shoe Product Descriptions: “rugged construction”Content Plan:• Stake in total content pie: 50%• Topic Clusters: product technology, thrive in cold, conservationpack planning , camp culture, try before buy• Primary touch points: REI blog, FB, Twitter, Guest Posting, Email,Content Examples:• Blog Post: “5 latest multi-day packs under 3 Lbs”• Guest Blog Post: “Conservation Meets Vacation above 8000 ft”• Tweet:”Gortex is so 1995, meet Polartec”• Product Description (REI brand item): “best value”- Not actual REI data. For demonstration purposes only
  15. 15. @pvinclerBrand Style Guide• Editorial style and voice• Social Media guidelines• Typography palate• Color palate• Image guidelines• Logo use“The editorial voice is honest,visionary, smart, and caring —editorial analogues to our brandpersonality attributes: genuine,innovative, exceptional, and involved.The editorial voice seeks tofoster an emotional connectionbetween customers and the Adobebrand. Therefore, it must containlife and compel a reaction”A document containing the rules and guidelines formaintaining a brand identity
  16. 16. @pvinclerBrand Style Guide
  17. 17. @pvinclerOk so now we have….- A clear idea about who we’re writing for- What kind of content motivates them- Specific guidelines on best to communicate withthem…..Now what?
  18. 18. @pvincler
  19. 19. @pvinclerStep #2 Answer this question:“What do you want your content to do?”
  20. 20. @pvincler• Convey your brand?• Generate a lead?• Sell a product?• Tell a story?• Get shared?• Generate search traffic?• All of the above?• Something else?Do you want it to..
  21. 21. @pvincler- Product descriptions- Landing pages- On-site articles- Off-site articles- Email campaigns- Catalog covers- Blog posts- FB posts- Forum postsWhich asset types do you use?Which don’t you and why?- GG+ posts- Tweets- Pinterest boards- YouTube videos- White papers- E-books- Infographics
  22. 22. @pvinclerStep #3 Put it all together and go for it
  23. 23. @pvinclerStep #4 Track and analyze
  24. 24. @pvinclerStep #4 Track and analyzeThings you’ll want to be looking at• Page-level visits• Traffic sources• Bounce rate• Most effective asset types• Most effective topical themes• Post engagement• Post shares/likes• Ad effectiveness
  25. 25. Know youraudienceDefine yourgoals andasset typesPlan yourdisseminationDevelopassetsTrackengagementLearning andFeedbackContent Strategy
  26. 26. The endResultContent Marketing
  27. 27. Bonus Round People?
  28. 28. @pvinclerIf social media is about right nowSearch is about now and later
  29. 29. @pvinclerSearch & ContentWindow TheorySocial Promotion Search Optimized 5 years laterOne Week, 800 visits One year, 120k visitsShort-term Window Long-term Window650k visitsLegacy Window
  30. 30. @pvinclerSearch & ContentWindow Theory< Week, 3.4 Mil visitsShort-term WindowLaunched July 31st 2010Long-term WindowSix Months LaterLegacy WindowToday68 Mil visits 115 Mil visits
  31. 31. @pvinclerSearch & ContentSo what goes into making content search friendly?• The URL• The Page Title• H1 Tag (Make your header this)• Keywords (but not at the expense of quality)• Kick-ass content• All content is unique
  32. 32. @pvinclerSearch & ContentGoogle Authorship
  33. 33. @pvinclerSearch & ContentGoogle Authorship• Tied to your GG account• Creates a relevancy and trust graph• GG calls this “agent rank”• May become a ranking factor in time
  34. 34. Patrick you!