Why Your Content Marketing Initiatives are Failing - Adria Saracino

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Content marketing is hard. Set yourself up for the best chances of success by figuring out how to overcome the most common reasons content marketing programs fail.

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Why Your Content Marketing Initiatives are Failing - Adria Saracino

  1. 1. Why Your Content Marketing Initiatives are Failing (and how to fix them) ADRIA SARACINO
  2. 2. Adria Saracino Head of Outreach, Distilled adria.saracino@distilled.net @adriasaracino
  3. 3. CONTENT MARKETING IS HARD
  4. 4. SO, HOW DO WE MAKE IT EASIER?
  5. 5. @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
  6. 6. 1 SHORT TERM: TACTICAL
  7. 7. THE ISSUE: SUBPAR PROMOTION
  8. 8. WRONG AMOUNT OF PROMO
  9. 9. WRONG TYPE OF PROMOTION @adriasaracinoAdria Saracino
  10. 10. 1. Building and borrowing influence 2. Match promotion to the funnel @adriasaracinoAdria Saracino THE ISSUE…FIXED
  11. 11. Social Outreach Outreach PR & Outreach Advertising Advertising Advertising Social Email Email Advertising Event Event Outreach Email Awareness Trigger Search Consider Buy Stay
  12. 12. Blogposts Awareness Trigger Search Consider Buy Stay Data viz Free eBooks Free eBooks Contests eBooks - signup Coupons Forums Blogposts Charity UGC Blogposts Coupons News stories Contests Reviews
  13. 13. THE ISSUE: INEFFECTIVE PITCHING
  14. 14. PITCH RESPONSE SIMULATION
  15. 15. Know what motivates gatekeepers: @adriasaracinoAdria Saracino THE ISSUES…FIXED MONEY AUTHENTICITY VISIBILITY Further reading: How to Master Working with Bloggers
  16. 16. THE ISSUE: INABILITY TO LET GO
  17. 17. YOU LOVE THE IDEA TOO MUCH
  18. 18. 1. Don’t compromise for data 2. Have “checks and balances” 3. Consider testing o Feedback Army or UserTesting.com o Ask the gatekeepers @adriasaracinoAdria Saracino THE ISSUES…FIXED
  19. 19. THE ISSUE: CRAPPY CONTENT
  20. 20. @adriasaracinoAdria Saracino CRAPPY EXECUTION
  21. 21. @adriasaracinoAdria Saracino CRAPPY GOAL ALIGNMENT
  22. 22. @adriasaracinoAdria Saracino CRAPPY IDEA Discovery Channel SourceBetter Ideas
  23. 23. @adriasaracinoAdria Saracino THE ISSUES…FIXED  Who?  Why?  Useful?  Understandable?  Tracking goals?  Epic attributes? The Epic Content Checklist:
  24. 24. 2 MID TERM: STRATEGIC
  25. 25. THE ISSUE: UNSUITABLE GOALS
  26. 26. SHORT TERM (OR NO) GOALS
  27. 27. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Play the 5-Why’s Game 2. Visualize the goal cycle 3. Track & analyze (ongoing)
  28. 28. Awareness Trigger Search Consider Buy Stay @adriasaracinoAdria Saracino LEAD GEN RETENTION SALES CONSUMPTION
  29. 29. • LCV / RFM • Churn % • Retention % • Repeat visits • Net promoter score • Purchases • LCV / RFM • CPA • Avg. $/user • Latency • Sign-ups • Inquiries • Downloads • Referrals • Assisted leads @adriasaracinoAdria Saracino CONSUME LEAD SELLRETAIN • Mentions • Shares • Links • Traffic • Rankings • Affinity
  30. 30. THE ISSUE: INSUFFICIENT RESEARCH & DATA
  31. 31. INSIGNIFICANT RESEARCH
  32. 32. @adriasaracinoAdria Saracino THE ISSUES…FIXED Type of research to conduct: 1. Benchmark audit 2. Competitor research 3. [Online] market research 4. Customer research
  33. 33. THE ISSUE: INCONSISTENCIES
  34. 34. CONFUSING USER EXPERIENCE
  35. 35. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Determine a brand message 2. Create editorial standards 3. Develop an editorial calendar
  36. 36. 3 LONG TERM: INTERNAL
  37. 37. THE ISSUE: INEFFICIENT WORKFLOW
  38. 38. CONFUSING WORKFLOW
  39. 39. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Identify internal stakeholders 2. Collaborate on a lean process 3. Create deadlines & governance
  40. 40. THE IDEAL WORKFLOW IDEATION PLAN WRITE EDITPUBLISH PROMO TRACK WHO NEEDS TO BE INVOLVED HERE? WHO NEEDS TO BE INVOLVED HERE? (esp. for creative assets) CAN YOU INTEGRATE WITH OTHER TEAMS? HOW QUICKLY CAN YOU GET HERE?
  41. 41. Publisher/Editor-in- Chief Managing Editor Section Editor Section Editor Writers Photo Editors Photographers Design Editors Graphic Designers PUBLISHER GOVERNANCE
  42. 42. CCO / CMO / Consultant Content Owners (Inbound, PR, Social) PR Editor Inbound Editor Writers Photo Editors Photographers Design Editors Graphic Designers BRAND GOVERNANCE
  43. 43. THE ISSUE: NO BUY-IN
  44. 44. NOBODY BELIEVES YOU
  45. 45. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Invite others into your process 2. Scratch their back 3. Provide ninja education 4. Let results do the talking Further reading: How to Get Your Boss to Care about Content Marketing
  46. 46. TIMELINE FOR CONTENT MARKETING SUCCESS
  47. 47. @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
  48. 48. Thanks. Any questions? ADRIA SARACINO adria.saracino@distilled.net @adriasaracino

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