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Content Marketing Essentials - Building a Customer Focused Content Strategy

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What content marketing is and is not. Understanding your customers through customer personas & the customer journey. The 4 types of content, text, image multimedia and interactive. The 3 ways to source content, creating, curating and crowdsourcing. Content distribution to build awareness, increase engagement, help evaluate and support growth. Goal setting and tracking by identifying personas and tracking your KPIs.

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Content Marketing Essentials - Building a Customer Focused Content Strategy

  1. 1. Building a Customer Focused Content Strategy 
 March 3rd, 2016 CONTENT MARKETING ESSENTIALS
  2. 2. Georgiana Laudi VP Marketing, Unbounce @ggiiaa georgianalaudi.com
  3. 3. What it is What it’s not Understanding Your Customer Creating & Distributing Content Goal Setting Content Marketing
  4. 4. What it is Content Marketing
  5. 5. Historical Content Marketing
  6. 6. Content marketing emerged in 2013 as the top digital priority for B2B and B2C marketers, edging out former front-runner – social media engagement. [Content Marketing Institute, 2014]
  7. 7. Content marketing is the marketing and business process for 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]
  8. 8. Content marketing is the marketing and business process for 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]
  9. 9. Content marketing is the marketing and business process for 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]
  10. 10. Content marketing is the marketing and business process for 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]
  11. 11. Content marketing is the marketing and business process for 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]
  12. 12. 86% of B2B marketers and 77% of B2C marketers use content marketing. [Content Marketing Institute, 2014]
  13. 13. Content Marketing in the wild Content Marketing
  14. 14. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. [DemandMetric]
  15. 15. What it’s not Content Marketing
  16. 16. free Content Marketing is not
  17. 17. Content marketing requires expertise. Expertise takes time. Time is money. Content Marketing is not free
  18. 18. fast Content Marketing is not
  19. 19. Content Marketing is not fast You’re building relationships and spreading your message over years, not minutes, hours or days.
  20. 20. Content Marketing is not fast You’re building a valuable asset, that you own.
  21. 21. all you need Content Marketing is not
  22. 22. Content Marketing is not all you need You need a problem to solve. Customer Personas Customer Journey
  23. 23. Content Marketing is not all you need You need to solve it better than anyone. Unique Selling Proposition Killer Customer Experience
  24. 24. Content Marketing is not all you need You need people to know you solve it. Social Search Email
  25. 25. Understanding Your Customer Content Marketing
  26. 26. Customer Personas Your Customer
  27. 27. Customer Personas are fictional, but data-driven, profiles of your ideal or actual customer or customers. What Are Customer Personas
  28. 28. Content marketing is the marketing and business process for 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]
  29. 29. By 2020, customer experience will overtake price and product as the key brand differentiator. [Gartner, 2014]
  30. 30. 52% of marketers support two to four roles and buyer personas with dedicated content. [LinkedIn Technology Marketing Community, 2014]
  31. 31. 64% of people say the customer experience is more important than price in their choice of a brand. [Gartner]
  32. 32. 1. Who your customers are (and could be) 2. What your customers need
 3. Your customers habits & buying behaviours Customer Personas Identify…
  33. 33. Customer Persona Template Example Sample Sally
  34. 34. Building Customer Personas 1. Identify your target customer groups
  35. 35. 2. Do your research Building Customer Personas
  36. 36. 3. Build out your personas Building Customer Personas
  37. 37. Customer Personas Example Agency Amy
  38. 38. They help guide and clarify the marketing strategy of small businesses, and help larger companies keep their goals focused. Customer Personas
  39. 39. The Customer Journey Your Customer
  40. 40. A framework that maps the stages of your customer’s lifecycle, enabling you to better understand and thus improve your customer’s experience. The Customer Journey
  41. 41. Content marketing is the marketing and business process for 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]
  42. 42. 48% of marketers use dedicated content to support three to five buying stages. [LinkedIn Technology Marketing Community, 2014]
  43. 43. Customer Journey Map Example
  44. 44. The Customer Journey 1. Your customer personas
  45. 45. Customer Personas Agency Amy
  46. 46. The Customer Journey 2. Create your customer stages
  47. 47. Common Customer Journey Phases Awareness Engagement Evaluation Growth
  48. 48. Unbounce’s Customer Journey
  49. 49. The Customer Journey 3. Know your customers’ goals
  50. 50. Unbounce’s Customer Journey
  51. 51. Creating & Distributing Content Content Marketing
  52. 52. Content marketing is the marketing and business process for 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]
  53. 53. 82% of consumers feel more positive about a company after reading custom content. [Demand Metric]
  54. 54. 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. [Custom Content Council]
  55. 55. Creating & Distributing Content The 4 Types of Content & 
 The 3 Ways to Source it
  56. 56. The 4 Types of Content Text
 Images
 Multimedia
 Interactive
  57. 57. 4 Types of Content 1. Text Based Content Share information, tell stories
 and drive conversations.
  58. 58. 1. Text Based Content Blogging Guest Posting Case Studies Cheatsheets Checklists Collateral Company News Ebooks FAQs Guides How-To’s Interviews Lists Predictions Press Releases Print Articles Q&As Research Reports Testimonials Whitepapers
  59. 59. 2. Image Based Content Attract attention, communicate quickly, add interest. 4 Types of Content
  60. 60. 2. Image Based Content Candid Photos Charts & Graphs Collage Comics & Cartoons Creative Photography (Facebook, Instagram, Pinterest) Illustration/Art Infographics Listicles (Visualized Lists) Maps Memes Professional Photos (Portraits, Product Shots, Offices) Screenshots Sketched Notes Stock Photos Timelines Visual Quotes
  61. 61. 3. Multimedia Content Superior storytelling using audio/visual. 4 Types of Content
  62. 62. 3. Multimedia Content Animation (Cartoons, GIFs, Infographics, Typography) Audiobooks Case Study Videos Demos Ecourses Explainer/Product Videos How-to Videos Interviews Location Tours Music Videos Songs Parodies Podcasts Presentations Recorded Webinars Slideshows Storyboards Vlogs
  63. 63. 4. Interactive Content Encourage active participation or creation. 4 Types of Content
  64. 64. 4. Interactive Content Calculators Contests Games Hashtags In-Person Events Livestream Video
 (Google Hangouts, Periscope, Blab) Live Webinars Maps/Tours Polls & Quizzes Roundtables Seminars Surveys Templates Twitter Chats User-generated Content (Articles, Reviews) Worksheets Workshops
  65. 65. The 3 Ways to Source Content Creating 
 Curating
 Crowdsourcing
  66. 66. 1. Creating Unique Content The 3 Ways to Source Content
  67. 67. 2. Curating The 3 Ways to Source Content
  68. 68. Curating Content — Comarketing
  69. 69. Curating Content — Comarketing
  70. 70. 3. Crowdsourcing The 3 Ways to Source Content
  71. 71. Crowdsourcing Content
  72. 72. Crowdsourcing Content
  73. 73. Content Distribution for Your Customer Journey Creating & Distributing Content
  74. 74. Content Distribution Build Awareness Increase Engagement Help Evaluate Support Growth
  75. 75. Content Distribution Build Awareness Social Search Referral Events
  76. 76. Content Distribution to Build Awareness Social Engagement Paid
  77. 77. Content Distribution to Build Awareness Search Organic Paid
  78. 78. Content Distribution to Build Awareness Referrals Partners Customers Influencers
  79. 79. Content Distribution to Build Awareness Events Online Offline
  80. 80. Content Distribution Build Engagement Email Paid Media
  81. 81. Content Distribution to Build Engagement Email Lead Generation Nurture Campaigns
  82. 82. Content Distribution to Build Engagement Paid Media Lead Generation
  83. 83. Content Distribution Help Evaluate Email Paid Media Website 1-on-1
  84. 84. Content Distribution Support Growth Email In-App Messaging Customer Community 1-on-1
  85. 85. Goal Setting & Tracking Content Marketing
  86. 86. Content marketing is the marketing and business process for 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]
  87. 87. Having a documented content strategy nearly doubles the chance that you’re successfully tracking ROI. [Content Marketing Institute]
  88. 88. Goal Setting & Tracking Identify & track your personas through your customer journey
  89. 89. Goal setting Identifying Personas Self-Segmentation by Content Lead Gen Forms Progressive Profiling Time of Purchase
  90. 90. Goal setting Key Performance Indicators (KPIs) Website & Social Analytics Email Marketing Software Marketing Automation Application Data Billing/Accounting Software
  91. 91. Unbounce’s Customer Journey KPIs Website Analytics (like Google Analytics) Email/Automation Reports (like MailChimp, Hubspot) Application Analytics or Billing Software (like Totango, Recurly, Freshbooks )
  92. 92. Unbounce’s Customer Journey Content
  93. 93. Unbounce’s Customer Journey
  94. 94. Unbounce’s Customer Journey KPIs
  95. 95. Unbounce’s Customer Journey KPIs
  96. 96. Beginners Guide to Search Engine Optimization Beginners Guide to Social Media Marketing Content About Content Lead Generation Course http://the.unbounce.com/lead-generation-course/ https://moz.com/beginners-guide-to-seo https://www.quicksprout.com/the-beginners-guide-to-online-marketing-chapter-12/ Creating Customer Personas Building a Customer Journey http://www.singlegrain.com/buyer-personas-2/complete-guide http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  97. 97. http://get.unbounce.com/webinar-marketing-guide/ Blogging & Guest Blogging Ebook Guide Webinar Guide Launching a Podcast https://www.marketdoc.com/ultimate-guest-blogging-guide/ http://contentmarketinginstitute.com/2015/05/guide-blogging-business/ https://www.searchenginejournal.com/ultimate-guide-e-books/143920/ Creating Case Studies http://unbounce.com/content-marketing/create-a-case-study-that-converts/ http://unbounce.com/content-marketing/guide-to-launching-podcast-in-itunes/ Content About Content
  98. 98. Resources & Further Reading: http://todaymade.com/blog/history-of-content-marketing http://www.sproutcontent.com/blog/bid/140145/7-Big-Brands-are-Succeeding-in-Content-Marketing-You-Can-Too http://www.forbes.com/sites/marketshare/2012/05/16/ge-general-mills-and-sears-explain-their-success-in- content-marketing-part-1 http://www.copyblogger.com/brick-and-mortar-content-marketing http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing http://www.vieodesign.com/blog/what-is-a-buyer-persona http://www.vieodesign.com/blog/how-to-create-a-buyer-persona http://www.singlegrain.com/buyer-personas-2/complete-guide-developing-using-buyer-personas http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/ http://blog.hubspot.com/marketing/content-marketing-plan http://www.jeffbullas.com/2015/02/06/the-5-key-pillars-you-need-for-epic-content-marketing-success http://www.slideshare.net/prnewswire/77-types-of-content-to-feed-your-audience All Images:
 https://unsplash.com/collections/885/world-book-day
  99. 99. Georgiana Laudi VP Marketing, Unbounce @ggiiaa georgianalaudi.com Thank you!

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