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How to Plan & Execute Your Content Marketing Strategy

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Companies are struggling with endless content production that aren't producing results. This presentation walks you through how behavior is changing and how to develop a content library that actually produces results.

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How to Plan & Execute Your Content Marketing Strategy

  1. 1. HowtoPlan& ExecuteYour Content Marketing Strategy Content, Social, Search Optimization by Douglas Karr, DK New Media
  2. 2. How to Plan & Execute Your Content Marketing Strategy HowtoPlan&ExecuteYour ContentMarketingStrategy https://dknewmedia.com | https://martech.zone WHY People Buy Buying is Personal INFLUENCE GENEROSITY MEANING RESOURCES SECURITY HEALTH Regardless of whether your company is selling vitamins to a consumer or selling equipment to a major manufacturer, the decision to make a purchase is personal. Stop marketing features tap into what motivates your target customers’ motivation to purchase. Buying Is Personal 02 MOTIVATION
  3. 3. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone WHEN People Decide It’s not when you think 57% of business purchases are made before contacting sales 57% With all the data and information needed at their fingertips, your customers no longer need to contact you. Social media, social networks, search engines, review sites, analyst reports, articles, industry blogs, podcasts, videos… everything your prospects need is available online, including everything you didn’t want anyone to know. 03
  4. 4. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone industry m ention advertising sponsorship recom m endation w ebsite testim onials new sletter contact Search Result W hitepaper Event Customer Journeys Have Changed Customer journeys have gotten much more complex and virtually impossible to track with yesterday’s analytics. First touch and last touch attribution no longer provide clear evidence of what channels, mediums, and campaigns work. Instead, omnichannel analysis with artificial intelligence and industry comparisons are providing more accurate data for marketers to make decisions with. It’s NOT a Funnel 04HOW People Buy
  5. 5. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone WHO Is Your Customer Analyze who they are versus what you do 05 18% 27% 33% 22% Characteristics Literacy Are they informed? Do they know the terminology and strategies with regard to your industry? Persona Demographic, Behavioral, and Lifestyle information. Stage What period of their buying cycle are they? Research, trust, validation, negotiation? Health How are they performing with regard to your product or service?
  6. 6. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone WHERE Is Your Customer Where are they in the buying cycle? 06 1 2 3KNOW EDUCATE HELP Are we educating them? Are we generally helping them? 4 RELATIONSHIP Are we personally assisting them? Do we know them?
  7. 7. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone HOW Are You Engaging? How are you developing a relationship? 07 Create a Journey Framework that Pushes and Pulls We need to build a framework with journeys, even in the onboarding stage that identifies who they are, what their interests are, then provide education, advice, and the tools to help them. Over time, that journey can be refined and personalized Ask Assess EducateEquip Personalize
  8. 8. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone EXAMPLE: Financial Technology How Banks and Financial Institutions are Overcome the Digital Divide 08 Building the Content and Tools to Assist We need to match the customer to the tool through education, assessment, and customer maturity. ! Financials Literacy, assessment ! Retirement Social Security, 401k, investment (Literacy, assessment, calculators) ! Wealth Management Savings, Investment, diversification ! Credit Management, scores ! Estate Planning Insurance, wills, asset management, taxes ! Advisors and Tools Planning, brokering, trustees, legal, accounting, insurance
  9. 9. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone EXAMPLE: Buyer’s Journey What does a buyer’s journey really look like?
  10. 10. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone EXAMPLE: Buying Stages How Buyers Actually decide to make a purchase
  11. 11. How to Plan & Execute Your Content Marketing Strategy HowtoPlan&ExecuteYour ContentMarketingStrategy https://dknewmedia.com | https://martech.zone WHERE People Find You Preferences are Personal Preferred Mediums may be text, imagery, video, or audio! Smartphones and bandwidth have made it possible for every person to digest the information they are seeking in the channel, the medium, and on the screen that they prefer. Marketers need to deliver it. 05 " # $ % &
  12. 12. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone Search CompleteBranded Viral Differentiate Shareable What are the topics that are most shared? If you can produce content that’s shared, more people will see it. Differentiation Your content must differentiate you from your competitors and get you known in your industry. Researched Repeating what everyone else publishes won’t get you found or shared. Do the research and you’ll get the results. Optimized Your site and your content has to be fast, responsive, different mediums, and easily found.. Consistent Is your message on brand, on voice, designed consistently? It must be – every time. Content That’s Different 06WHEN People Listen
  13. 13. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone WHICH Message is Searched Content has Different Dimensions Lexical Onomies Lexical is defined as of or relating to the words or vocabulary. Onomies are the rules or laws associated with a term. Every term has a relationship to others. Synonymy & Antonymy • Similar and opposing words for the same topic. • Synonomy: “Less” & “Cheap” • Antonomy: “Cheap” & “Expensive” Meronymy • Members of a whole topic. • Meronymy: within SEO – domain authority, page speed, content, page construction, compression, etc. Hyponymy • Specialty terms associated with a topic. • Hyponomy: Within analytics – “Conversion tracking”, “Campaigns”, “Segmentation”, “Filters”. Holonymy • The whole of a topic that has terms under it • Holonymy: A hashtag, URL, user, and message are all parts of a Tweet. 07 ? Tip: https://answerthepublic.com
  14. 14. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone WHERE People Listen Social Media is Customer Service 74% of consumers are impacted by how they see a business respond, how they see a business reviewed, and how a business treats customers on social media. Bots are becoming critical for businesses to efficiently respond online. Speed and convenience are a factor, your social channel is now a customer service channel that must have priority in your business. % 74 08
  15. 15. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone Content Marketing Plan An Agile Maturity Marketing Model Discovery Before you develop a strategy, it’s critical to research your customers, your audience, and your competition. Strategy Based on research, develop a strategy for messaging and the channels and mediums to deploy. Implementation Now select, implement, and integrate technology to automate and measure your strategy. Execution Develop a calendar and launch your strategy, with an understanding that you’ll need to adjust it. ! 09 Optimization Use the lessons learned to optimize your next campaign or marketing initiative. ' ( )
  16. 16. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone STOP Production Build Your Library Start Building a content library where you have a complete set of articles, videos, whitepapers, case studies, podcasts, etc. that is everything your prospect is seeking. 10 " # $ & Stop Producing endless streams of unremarkable content that is hurting, not helping your marketing efforts.
  17. 17. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone It’s not true. Humans are impatient and have been CHOICE via the Internet where they can easily click and click and click until they find the information they need. Then they devour it (e.g. Netflix) Humans now have less of an attention span than goldfish? ! Longer reports (10 min) attract 21% ! Longer videos (20-30 min) attract 8% ! Online Courses attract 15% 11ATTENTION Spans Haven’t changed, choices have second 8
  18. 18. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone PODCASTING Is Here Consumers and businesses are devouring podcasts 63% With auto and mobile integration, podcasting is skyrocketing and a perfect medium for engagement. OF LISTENERS HAVE PURCHASED 0 5 10 15 20 25 30 2014 2015 2016 2017 2018 12 " Percent of Americans who listen to at least one podcast per month.
  19. 19. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone COORDINATE Omni-Channel Repurpose and Cross-Over Your Campaigns Jan Feb March April May June July Aug Sept Oct Nov Dec Jan Release Article Series Release Infographic Release Whitepaper Release Webinar Release Video Promote with Ads Promote Organically Promote with PR Optimize! 13
  20. 20. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone TECHNOLOGY Is NOT the Solution More Channels, More Mediums, Less Resources Requires Transformation Transformation Machine Learning Is improving AI, NLP, and providing more accurate analysis AR/VR Are transforming the visual experience NFC Is engaging when you need it, where you need it, and with what you need. Bots Are easing the requirement for qualifying leads NLP Is analyzing voice, visual, and text to adapt and respond AI Is helping test hypotheses and removing bias 14 * + , - . ◎ ( Blockchain Is helping to reduce ad fraud and improve data and negotiations 0 Voice Search Is providing a single, precise result. 1
  21. 21. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone RECOMMENDED Reading Three books that will help you relaunch your digital marketing
  22. 22. HowtoPlan&ExecuteYour ContentMarketingStrategy How to Plan & Execute Your Content Marketing Strategy https://dknewmedia.com | https://martech.zone Follow, Listen, Schedule Podcast https://interviews.martech.zone 15WHERE To Find Me Publication https://martech.zone Consultation https://dknewmedia.com

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