Building the Perfect Content Marketing Mix - Part II - Execution Tactics
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Contently London Salon: 5 Steps to Building a Content Marketing Powerhouse
- elevator 2
- Stories are powerful
- Storytelling Marketing
- Storytelling Marketing Technology
- Shouting into the hurricane. 9
- Content that works. 10
- Five Steps To Building A Content Marketing Program That Actually Works A CRASH COURSE:
- 12 contently.com/resources
- 1. Evangelizing A Content Program 13
- 14 Humble Beginnings “Why the heck would anyone want to read a blog from me?” - Bill Marriott, 76-years-old
- 15 Marriott’s Publishing Empire • 65-employee content studio • “The Navigator Live” TV • “Year of Surprises” short film series • a personalized online travel magazine; • In-room Oculus Rift “city tours”
- Building Consensus 16
- 17 How to Succeed in Business, Without Really Trying z
- 18 The sky is falling For traditional advertising, the audience is fleeing the scene • .1% Average CTR for banner ads • .04% Average CTR for 468X60 ads • .35% Average CTR for mobile ads • 16% Year-over-year increase in cord cutting • 2.9% Planning to cut cable this year • 1/3 Of millennials claim the watch no broadcast TV
- 19 Content to the rescue The stampede towards content marketing is impossible to ignore.
- 20 Feed the beast: Social “Content marketing is the atomic particle of all the rest of a brand’s marketing campaigns.” —Rebecca Lieb, Altimeter Group
- 21 The Payoff The dividends in content go far beyond marketing. • sales • employee advocacy • customer service • audience engagement • thought leadership • hiring
- When? Figuring out if content marketing is right for your business. 22
- 23 Setting Goals • Brand Awareness • Lead Generation/Lead Nurturing • Sales/Conversions • Retention/Loyalty
- How? The road ahead 24
- 25 Planning • Internal Audit, External Audit, and Audience Identification • Content Execution Plan
- 26 What’s at Stake? “The entire ecosystem is competing for attention from everybody else.” - Steve Rubel, Edelman
- 2. Strategy & Roadmap 27
- Content that works. 28
- Content that helps. 29
- Content that inspires. 30
- Content that makes you look good to your friends. 31
- 32
- Quality content (in the eyes of your audience) 33
- 34 Identify Your Audience • Simplify: Primary and Secondary audiences • Level of expertise, demographics, etc. • Gap Analysis
- 35
- 36 GE Reports’ Audience • Primary: Engineers • Secondary: Shareholders WIRED PopSci Gizmodo NYTimes Science G adgetsom putingTransport Energy G reenStartups BrainIndustrial
- 37 Key Principles • Content first, marketing second. • Don’t build a house on land you don’t own. • Rely on your brand’s expertise and assets
- 38 The C.E.O. Framework
- Interests & values Company & customers Products & services STORY MATRIX
- Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
- Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
- Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
- Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
- 46
- Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
- 3. Staffing & Launching 48
- 49 Compounding Effect • 2MM monthly visitors • 70% or 1.4MM more than 1 month old “That entire team could stop blogging for a whole month and still see 70% of the expected results — zero work needed.” - Jay Acunzo
- 50 Compounding Effect All of this relies on publishing extraordinary content, week in, week out (or day in, day out).
- 51 1. Voice and Mission 2. Formats and Topics 3. Calendar 4. Staff 5. Workflow Execution Steps
- 1. Voice and Mission 52 A great mission statement speaks not only to your content plan and goals, but also captures who you are as a brand and as a publisher.
- 53 Voice = Personality • Tone • Topics • Jokes
- 54 Voice = Personality
- 55 Codify It • Audience (“Protect the audience from the dark shadow of marketing”) • Voice • Reason you’re doing this • Business objectives Everything you do next, is set in the foundation of the mission statement.
- 56 2. Formats and Topics What kind of content are you going to make?
- 57 Formats
- 58 Topics
- 59 What to Publish? 1. Listen to the data — Demand v Supply 2. Create 3. Engage 4. Optimize
- 60 3. The Editorial Calendar
- 61 A clear picture of… • Types of stories you’ll publish • When and how much of each • When to begin work • Who you need to hire
- 62 In the details Each assignment should identify: • Author • Deadline(s) • Publish Date • Intended audience segment or funnel stage • Format/Type • Topic • URL (After publication) • Target keywords, tags, miscellaneous data
- 63 4. Staff
- 64 In the details Staff vs Freelance Full-time vs part-time
- 65
- 66
- 675. Workflow
- 4. Engaging & Building An Audience 68
- 69
- 70 The Content Strategist
- 71 The Content Strategist When we doubled down on emailWhen we doubled down on social
- B2B B2C
- B2BBRANDIN G CONVERSIO N B2C
- B2BBRANDIN G CONVERSIO N OWNED SITE B2C
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL B2C
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL B2C SOCIAL CHANNELS SOCIAL CHANNELS SOCIAL CHANNELS SOCIAL CHANNELS
- https://tv.adobe.com/watch/whats-your-marketing-doing/woo-woo/ from_ims=true&old_hash=&client_id=adobe_tv2&scope=creative_cloud,AdobeID, openid&api=authorize/#
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL B2C Woo Woo Woo Woo Woo Woo Woo Woo
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Linkedin Youtube Twitter Reddit B2C
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Youtube Facebook SnapChat/ Kik Instagram Reddit B2C Linkedin Youtube Twitter Reddit
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Sponsored content B2C Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
- B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Sponsored content Slideshare Sponsored webinars B2C Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
- B2B B2CBRANDIN G CONVERSIO N OWNED SITE EMAIL Slideshare Sponsored webinars Pinterest Sponsored content Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
- B2B B2CBRANDIN G CONVERSIO N OWNED SITE EMAIL Slideshare Sponsored webinars Pinterest Sponsored content Sponsored content Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
- B2B B2CBRANDIN G CONVERSIO N OWNED SITE EMAIL Slideshare Sponsored webinars Pinterest Sponsored content Sponsored content Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
- B2B B2CBRANDIN G CONVERSIO N OWNED SITE EMAIL Slideshare Sponsored webinars Pinterest Sponsored content Sponsored content Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
- 87 Email is 100x more effective While a newsletter sent to 100,000 subscribers can easily result in 10,000 readers within a few hours, a Facebook or Twitter update sent to the same following is likely to produce less than 70.
- 88 The Content Strategist When we doubled down on emailWhen we doubled down on social
- 89 Organic social is all about your readers’ social The secret is that the majority of your social media traffic will come when other people— such as your email subscribers or influencers you interview—share your content, not when you share your own content.
- 90 Paid distribution is now the most cost effective way to do social
- Analytics 92
- Analytics 93
- Analytics 94 equals 356min more! $50 worth of Outbrain
- Engaging 95
- 97 SEO • SEO in 2015 is about one big thing: quality.
- 5. Measuring & Optimizing 98
- Optimize for relationships
- 107
- john@contently.com shane@contently.com Questions?
- 109 Drinks @ Golden Bee, Singer St.
