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Contently London Salon: 5 Steps to Building a Content Marketing Powerhouse

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Everything you need to know to get started in content marketing—from getting the rest of your company on board to measuring and optimizing your advanced operation.

Published in: Marketing
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Contently London Salon: 5 Steps to Building a Content Marketing Powerhouse

  1. elevator 2
  2. Stories are powerful
  3. Storytelling Marketing
  4. Storytelling Marketing Technology
  5. Shouting into the hurricane. 9
  6. Content that works. 10
  7. Five Steps To Building A Content Marketing Program That Actually Works A CRASH COURSE:
  8. 12 contently.com/resources
  9. 1. Evangelizing A Content Program 13
  10. 14 Humble Beginnings “Why the heck would anyone want to read a blog from me?” - Bill Marriott, 76-years-old
  11. 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”
  12. Building Consensus 16
  13. 17 How to Succeed in Business, Without Really Trying z
  14. 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
  15. 19 Content to the rescue The stampede towards content marketing is impossible to ignore.
  16. 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
  17. 21 The Payoff The dividends in content go far beyond marketing. • sales • employee advocacy • customer service • audience engagement • thought leadership • hiring
  18. When? Figuring out if content marketing is right for your business. 22
  19. 23 Setting Goals • Brand Awareness • Lead Generation/Lead Nurturing • Sales/Conversions • Retention/Loyalty
  20. How? The road ahead 24
  21. 25 Planning • Internal Audit, External Audit, and Audience Identification • Content Execution Plan
  22. 26 What’s at Stake? “The entire ecosystem is competing for attention from everybody else.” - Steve Rubel, Edelman
  23. 2. Strategy &
 Roadmap 27
  24. Content that works. 28
  25. Content that helps. 29
  26. Content that inspires. 30
  27. Content that makes you look good to your friends. 31
  28. 32
  29. Quality content (in the eyes of your audience) 33
  30. 34 Identify Your Audience • Simplify: Primary and Secondary audiences • Level of expertise, demographics, etc. • Gap Analysis
  31. 35
  32. 36 GE Reports’ Audience • Primary: Engineers • Secondary: Shareholders WIRED PopSci Gizmodo NYTimes Science G adgetsom putingTransport Energy G reenStartups BrainIndustrial
  33. 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
  34. 38 The C.E.O. Framework
  35. Interests & values Company & customers Products & services STORY MATRIX
  36. Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
  37. Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
  38. Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
  39. Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
  40. 46
  41. Timely SeasonalEvergreen Interests & values Company & customers Products & services STORY MATRIX
  42. 3. Staffing & Launching 48
  43. 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
  44. 50 Compounding Effect All of this relies on publishing extraordinary content, week in, week out (or day in, day out).
  45. 51 1. Voice and Mission 2. Formats and Topics 3. Calendar 4. Staff 5. Workflow Execution Steps
  46. 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.
  47. 53 Voice = Personality • Tone • Topics • Jokes
  48. 54 Voice = Personality
  49. 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.
  50. 56 2. Formats and Topics What kind of content are you going to make?
  51. 57 Formats
  52. 58 Topics
  53. 59 What to Publish? 1. Listen to the data — Demand v Supply 2. Create 3. Engage 4. Optimize
  54. 60 3. The Editorial Calendar
  55. 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
  56. 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
  57. 63 4. Staff
  58. 64 In the details Staff vs Freelance Full-time vs part-time
  59. 65
  60. 66
  61. 675. Workflow
  62. 4. Engaging & Building An Audience 68
  63. 69
  64. 70 The Content Strategist
  65. 71 The Content Strategist When we doubled down on emailWhen we doubled down on social
  66. B2B B2C
  67. B2BBRANDIN G CONVERSIO N B2C
  68. B2BBRANDIN G CONVERSIO N OWNED SITE B2C
  69. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL B2C
  70. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL B2C SOCIAL CHANNELS SOCIAL CHANNELS SOCIAL CHANNELS SOCIAL CHANNELS
  71. 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/#
  72. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL B2C Woo Woo Woo Woo Woo Woo Woo Woo
  73. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Linkedin Youtube Twitter Reddit B2C
  74. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Youtube Facebook SnapChat/ Kik Instagram Reddit B2C Linkedin Youtube Twitter Reddit
  75. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Sponsored content B2C Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
  76. B2BBRANDIN G CONVERSIO N OWNED SITE EMAIL Sponsored content Slideshare Sponsored webinars B2C Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
  77. B2B B2CBRANDIN G CONVERSIO N OWNED SITE EMAIL Slideshare Sponsored webinars Pinterest Sponsored content Youtube Facebook SnapChat/ Kik Instagram Reddit Linkedin Youtube Twitter Reddit
  78. 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
  79. 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
  80. 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
  81. 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.
  82. 88 The Content Strategist When we doubled down on emailWhen we doubled down on social
  83. 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.
  84. 90 Paid distribution is now the most cost effective way to do social
  85. Analytics 92
  86. Analytics 93
  87. Analytics 94 equals 356min more! $50 worth of Outbrain
  88. Engaging 95
  89. 97 SEO • SEO in 2015 is about one big thing: quality.
  90. 5. Measuring & Optimizing 98
  91. Optimize for relationships
  92. 107
  93. john@contently.com shane@contently.com Questions?
  94. 109 Drinks @ Golden Bee, Singer St.

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