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.
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. 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. 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. 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. 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. 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. 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
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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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