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Building a Content Marketing Competency

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Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.

Published in: Marketing

Building a Content Marketing Competency

  1. 1. Building aCONTENTMARKETINGCompetency Gerardo A. Dada @gerardodada TheAdaptiveMarketer.com
  2. 2. You Should NOT Have a Content Marketing Team
  3. 3. What is Content Marketing? “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent contentto attract and acquire a clearly defined audience –with the objective of driving profitable customer action.” @gerardodada
  4. 4. What is Content Marketing? “Content marketingis any marketingthat involves the creation and sharing of media and publishing contentin order to acquire and retain customers.” @gerardodada
  5. 5. Content Marketing is an EXPLODING Buzzword But it can still be effective if done correctly @gerardodada
  6. 6. @gerardodada
  7. 7. Content Marketing is NOT New In fact, it is older than direct mail and TV advertising… @gerardodada
  8. 8. Published in 1900 There were 3,000 cars in France The Michelin brothers printed 34,000 copies @gerardodada
  9. 9. Multi ChannelContent Marketing in the Past Century •1924 BC Cooking School of the Air •1930 BC Cookbook •1950 TV Programs •1952 Betty Crocker Contest •1991 Over 26 M Cookbooks Printed @gerardodada
  10. 10. Betty Crocker had a good understanding of their buyer personas “Featuring Recipes From World Famous Chefs For Foods That Enchant Men.” And value propositions @gerardodada
  11. 11. The Standard Formula •Understanding who are your customers •Develop Personas •Understand How They Buy •Map the buyers journey •Plan: Create a content Calendar •Content for every stage •Make sure it is useful •Write engaging content •Make it viral •Measure results What is Wrong With this Formula? the standard formula forContent Marketing •Understanding who your customers are •Develop personas •Understand how and what they buy •Map the buyer’s journey •Create a content calendar •Content for every stage •Make sure it is useful •Write engaging content •Make it viral •Measure results @gerardodada
  12. 12. •Understanding who your customers are •Develop personas •Understand how and why they buy •Map the buyer’s journey •Create a content Calendar •Content for every stage •Make sure it is useful •Write engaging content •Make it viral •Measure results These are Essentialto Marketing Strategy (before you go to tactics) @gerardodada
  13. 13. •Understanding who are your customers •Develop personas •Understand How They Buy •Map the buyer’s journey •Create a content calendar •Content for every stage •Make sure it is useful •Write engaging content •Make it viral •Measure results Allmarketing Should be Useful Contextual Planned Measured •Sales pitches •Website •Advertising •Etc @gerardodada
  14. 14. All Good Marketing is Educational @gerardodada
  15. 15. Your Mantra: Be Helpful •Help customers make decisions •Provide guidance –educate, don’t sell •Share and showcase your expertise •Focus on customer questions, knowledge gaps, and problems •Write in their language, without exaggerations or superlatives •Reflect your company values •Make it interesting @gerardodada
  16. 16. @gerardodada
  17. 17. LCD or DLP? MHL 2000 Lumens 10000:1 contrast Throw? Lens Shift Auto Iris Lag What I Needed HELP With When Buying a Home Theater Projector @gerardodada
  18. 18. @gerardodada
  19. 19. •Understanding who are your customers •Develop Personas •Understand How They Buy •Map the buyers journey •Create a content Calendar •Content for every stage •Make sure it is useful •Write engaging content •Make it viral •Measure results “Engagement” is a misunderstood buzzword “My content is engaging….so is a car crash” @gerardodada
  20. 20. •Understanding who are your customers •Develop Personas •Understand How They Buy •Map the buyers journey •Create a content Calendar •Content for every stage •Make sure it is useful •Write engaging content •Make it viral •Measure results “Engagement” is a misunderstood buzzword “My content is engaging….so is a car crash” No formula for going viral Who has done it consistently? (aside from OK-Go) @gerardodada
  21. 21. Can You Name the Product In This SuperBowlAd?
  22. 22. Viewers only remembered29% of all ads after 12 monthsOnly 13.28% could associatethe correct brand with an ad Source: The Adaptive Marketer SuperBowlad studyhttp://theadaptivemarketer.com/2014/02/09/super-bowl-ads-good-investment-giant-waste-money/ @gerardodada
  23. 23. The 80’s Called –Very Funny @gerardodada
  24. 24. This Stock Chart? Not So Funny @gerardodada
  25. 25. Content Marketing is useless unless it makes the cash register ring @gerardodada
  26. 26. Building a content marketing COMPETENCYmeans building processes and systems to create useful, effective content CONSISTENTLY @gerardodada
  27. 27. Start with Thought Leadership“A thought leader is recognizedas a leading expert in a specialized fieldand is able to monetize this positioning.” --Russ Alan Prince @gerardodada
  28. 28. Thought Leadership What is useful and interesting to your customers Your unique knowledge, information or expertise What will drive sales @gerardodada
  29. 29. GOODTHOUGHT LEADERSHIP Educates Builds Authority with a Point of View Predisposes Customers to Buy Establishes expertise Builds Trust via Selflessness “wow, no selling” @gerardodada
  30. 30. @gerardodada
  31. 31. @gerardodada
  32. 32. @gerardodada
  33. 33. Who is going to write all that expert content? @gerardodada
  34. 34. @gerardodada
  35. 35. Good Marketers Write. photo credit: splorp-Creative Commons license @gerardodada
  36. 36. Good Marketers Write. Writing is a Key Competency for EveryMarketer Writing is important. (not optional or something you do “when you find time”) Writing is in the job description. (not someone else’s job) Domain Expertise is Important. (no one knows the customer better than marketing) photo credit: splorp-Creative Commons license @gerardodada
  37. 37. Maximize Value Point of View Core Content Fully Developed and Edited Messaging Core in multiple lenghts Reformat and Atomize to Multiple Formats and Channels Add Metadata and PURLs Cross-link Add to Content Catalog Measure @gerardodada
  38. 38. Sales Funnel awareness interest evaluation action use @gerardodada
  39. 39. The Attention Funnel headline subhead graphics copy sharing @gerardodada
  40. 40. The Attention Funnel twitter infographic blog post white paper training @gerardodada
  41. 41. Measuring Results •Track: create unique URLs and landing pages •Consumption metrics: reads, page views, downloads •Quality metrics:shares, comments, votes, ratings and retweets •Funnel metrics: clicks from content to buying process •Deal influence: reverse forensics @gerardodada
  42. 42. Gerardo A. Dada @gerardodada TheAdaptiveMarketer.com ThankYou Follow www.theAdaptiveMarketer.com @gerardodada Content Marketing Posts http://bit.ly/ContentPosts This Presentation http://www.slideshare.net/gerardodada

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