Fuel Your Digital Marketing Initiatives with Scalable Content Strategy
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See how content strategy can make or break your digital marketing operation, with 5 actionable steps and tips to get you started.
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Fuel Your Digital Marketing Initiatives with Scalable Content Strategy
- 1. Unleash Possible ® Fuel Your Digital Marketing Initiatives With A Content Strategy That Scales Copyright 2015. Marketing Advisory Network. All Rights Reserved
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- 4. Excuses…
- 5. “60% of buyers are inspired to seek out a product after reading content about it” (Demand Metric) “Website conversion rate is nearly 6x higher for content marketing adopters than non- adopters (2.9% vs 0.5%)” (Aberdeen) Websites with 51 to 100 pages generate 48% more traffic than websites with 1 to 50 pages. (HubSpot) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research) Only 2% of sales are made on the first contact. 80% are made on the 5th to 12th contact. (National Sales Executive Association)
- 6. What does good content marketing look like?
- 8. Embrace Variety Source: 2014 Content Marketing Benchmark Study Sponsored by @Percussion
- 9. Most Important: Aligned to the Buyer Not Ourselves
- 11. #1 Baseline Your Efforts http://solutions.aberdeen.com/content_marketing_maturity_assessment
- 12. #2 Set Goals
- 13. #3 Assign An Owner 63% of those performing below expectations have NO ONE dedicated to orchestrating their content strategy.
- 14. #4 Inventory Current Assets
- 15. #5 Write Down Your Plan 15 Get Your Free Content Strategy Template www.unleashpossibleblog.com
- 16. Content Marketing Is A Team Sport
- 18. Source: 2014 Content Marketing Benchmark Study Sponsored by @Percussion Recruit Every Employee
- 19. 66% of those who exceed expectations pay for third party written content vs. 21% for those rating themselves below expectations. Source: 2014 Content Marketing Benchmark Study Sponsored by @Percussion Hire Professionals
- 20. Visual Content Is Attainable Loads of FREE tools to create visual content www.canva.com Hubspot Infographic Templates If you have a smartphone YOU can create a video
Editor's Notes
- Tell the story of catching the turtle…all that “bait”
- What is content marketing? It FUELS all of your digital marketing efforts. It helps buyers find you. It keeps customers loyal, it gives your brand context and it powers sales engagements. Content is everything from a tweet to a help guide to signage.
- Before we go any further let me take all those excuses you already have running in your head off the table. I’m a small business I don’t have the time to generate a lot of content I rely on impulse buying to drive average sale price up My product is a commodity – I don’t need to explain it to anyone People love my services referrals will drive growth Our organization is so big it’s a full time job just to schedule meetings let alone create content Our product is pretty boring – no one wants to read about it Every one of those facts may be true. But they are just excuses to accept the status quo. Do you want to open another location some day? Would you like to pass on your business to someone you love? How would you spend 5% more in profits? Is there a new product or service you hope to launch? Could attract a new audience provide a more stable cash flow? You CAN and Must embrace content marketing if you answered yes to any of those questions. I promise you EVERY business can scale effective content marketing efforts.
- Effective content marketing has proven results. OK, are we convinced? Sources: Aberdeen: Crossing the Chaos: Managing Content Marketing Transformation - http://content.kapost.com/Aberdeen-ContentChaos Hubspot: State of Inbound 2012 Marketing Sherpa Demand Metric - http://www.demandmetric.com/content/content-marketing-infographic Forrester - (Forrester Research) Read more at http://www.business2community.com/inbound-marketing/20-stunning-inbound-marketing-statistics-0937976#0mlejqJuoatfPTg7.99
- The most effective marketers publish content daily. This applies to both B2B and B2C. But many are successful publishing a few times per week. Source: Marketing Profs 2015 Benchmark Study
- Whether you are B2B or B2C marketing – VARIETY MATTERS
- Buyers are 3X more likely to move away from pain than move towards potential gain. Focus content messaging on pain points @Tom Riesterer #C2C15 - Corporate Visions
- OK, hopefully I have convinced you content is important but how do you go about getting started?
- Don’t make the same mistake
- You have more content than you think already.
- Even small teams can effectively scale content. Content contributors are ALL around you.
- Sometimes all you have to do is ASK! I recently visited the Museum of Science with my children. I received a post visit survey. They gave me an incentive to enter to win free passes, etc. for completing the survey. I was happy with our visit and rated everything well – except for the café – Have you eaten there? Ick! At the end of my survey – my overall scores were very good…and this is what they put in front of me. You can go one further – ask customers for reviews, but also ask them to write guest blog posts, interview them for short video comments, etc.
- Marketing does have to go it alone. Those who solicit content from across the organization are able to produce significantly more content. Engage EVERY employee in content creation. Great inspiration @ “Everybody Writes” by Ann Handley Some great examples: FAQ by your support team Day in the life of a cashier blog Profile a customer per week by sales person
- Not just ghost writers, but influences who have a following your audience is energized by…helps with reach and volume.
- A section of a workshop I gave to a client inspired an article I submitted to iMedia (publication) That lead to a blog post That lead to a Slideshare That lead to Tweets & LinkedIn posts This all started with something I was getting paid to do for a client. And now it was working for me finding new clients.