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Content Marketing Framework

A compilation of content marketing information online.

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Content Marketing Framework

  1. 1. Thesis Content Marketing Rachel Liaw 2015 08 Content Marketing Framework
  2. 2. Changes in Online Marketing Two way Communications Online Marketing Power to Take Actions Search Social Pull Strategy
  3. 3. Things Consumers Prefer 70% of consumers prefer getting to know a company via articles rather than ads. 60% of consumers feel more positive about a company after reading custom content on the company’s website.(Webber, 2013) is a non-interruption approach that creates valuable information to the customer’s needs instead of just selling the product. Content Marketing
  4. 4. Content Marketing Online Marketing Bought Media Owned Media Earned Media SEO Affiliate Marketin g SEM Social Media Marketi ng Displa y Banner Content Marketing Content marketing is the critical instrument that fuels all the media channels.
  5. 5. Definition of Content Marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience –with the objective of driving profitable customer action.” ----------Content Marketing Institute
  6. 6. Purpose of Content Marketing SEO Branding Thought Leadership Communication, Education Less Cost Build Relationship
  7. 7. Bought Media Owned Media Earned Media Align with Online Marketing Online Marketing Content Marketing On Going Process
  8. 8. Case Study -Oreo 1 million +fans on FB 433 million FB views +280 % 231 million times Media Coverage (Impression) Trendy Topics+ Sharable Content +Time Bound= Successful Content Marketing
  9. 9. Content Marketing Framework
  10. 10. Step 1- Strategy Persona Example of Buyer Persona (Source: Hubspot) What are their pain points? What do they value most? Where do they go for information? Customer A buyer persona is defined as a representation of a company’s ideal customer.
  11. 11. Step 1- Strategy Customer Journey (Source: A customer journey maps a buyer’s decision making process during a purchase. Customer The most foundational step in customer journey mapping is identifying the touch points where a customer interacts with the company.
  12. 12. Step 1-Strategy ( Compe- titors What content categories do the competitors own? Where is the white space?
  13. 13. Step 1-Strategy Sweet Spot Topic positioning is the unique point of company’s contents. Sweet Spot (Source: Kapost & Marketo)
  14. 14. Step 2- Goal Goal Owned Earned Awareness Number of visitors/ Number of fans, followers Number of Shares /Number of tweets /Number of brand searches on a search engine SMART Criteria Specific, Measurable, Attainable, Relevant, and Time-bound Goal KPI Setting the goal with reachable KPIs helps to measure the progress.
  15. 15. Step 3- Content Creation Buying Journey Persona Idea Generation (source: London School of Marketing) Idea Generation Find out ideas from social listening, influencers and buyer personas.
  16. 16. Content FormsStep 3- Content Creation Content Matrix. (Bosomworth, 2014) Different forms serve for different purposes. Once an idea is decided, it should be reused in different formats.
  17. 17. Step 3- Content Creation Brand Voice Guideline Styles Editorial Calendar (source: Kapost)Brand Voice (source: Publishing Guideline Editorial Calendar Publishing guideline and editorial calendar can help the team more efficiently. Editorial Calendar
  18. 18. Step4- Distribution and Amplification Bought Media Owned Media Earned Media Use different BOE media to distribute and amplify the contents.
  19. 19. Step 5 – Measurement & Optimization Content marketing is an ongoing process. This content marketing framework aligns with company’s marketing strategy, and provides a circulating process to optimize and improve the content marketing. The first step of strategy works as the center of every content marketing plan, while step two to step five works as a circulating process.
  20. 20. Attracting customers by valuable contents is the spirit behind content marketing, but it takes time to scale up the traffic of owned media to have prominent results. That is why content marketing should be conducted in a long-term manner, instead of focusing on immediate results. Qualitative contents are hard to measure but can be optimized for a continual long process. As contents and audience are accumulated and reach a certain scale, these become the asset and a perpetual source of leads and new customers at low cost. In a Long-Time Manner
  21. 21. THANK YOU