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Content Marketing Basics: Ohio Farm Bureau

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An overview of how content marketing helps brands create new customers. Including content strategy, production, distribution, measurement and first-hand/third party case studies.

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Content Marketing Basics: Ohio Farm Bureau

  1. 1. Content Marketing Basics Joe Vargo Interactive Marketing Strategist Experience Columbus @Joe_ExpCols
  2. 2. The State of Content There are 27,000,000 pieces of content shared online each day. (Nielson/AOL)
  3. 3. What Does Content Marketing Really Mean? Production and Distribution • Telling your own story in a way that resonates positively with potential customers • Getting that content in front of the right potential customers at the right time.
  4. 4. Why Content Marketing Works • Many products are commodities. Stories make them experiences • Customers want to spend money with brands that make them feel good • Increasingly savvy and easy-to-use marketing tools help get your messages to very specific audiences in the right timeframe
  5. 5. How Content Marketing Works for Experience Columbus • Situation: ExperienceColumbus.com was losing site traffic to Google • Action: We started telling our own story better, through blogging http://experiencecolumbus.com
  6. 6. How Content Marketing Works for Experience Columbus • Result: Over the past year, blog traffic now represents 1 out of 2 visits, aggregate visitation is up 40% • Future Steps: Integrate blog content deeper into the full site
  7. 7. Content Is a Piece of the Strategy • Content needs distribution, so don’t forget everything else: – Public relations – Advertising – Web site – Search engine marketing – Social media – Email
  8. 8. Content Strategy • Questions to consider before you jump in – Who is your audience? – What are your key messages? – What are your sales/marketing goals? – What keywords are you most interested in? – What timing/frequency is right for each message? – What is your voice?
  9. 9. Effective Storytelling • What stories can you and only you tell? • What stories can you tell that no one else is telling? • What stories can you tell in ways no one else is telling them? • What stories contribute to your underlying marketing messages and sales goals?
  10. 10. Content Formats • Blogs • Photos • Video • Infographics • Web Sites/Micro Sites • Podcasts • eBooks
  11. 11. Content Types • Evergreen – You are the publisher, and it will always be valuable/ relevant • Curated – Reviews, user generated content, news articles, etc. • Co-Produced – Guest bloggers, influencers, team collaborations *Don’t forget to repurpose
  12. 12. Editorial Calendars • Excellent tool to plan content strategically • Can be simple or techy
  13. 13. Distributing Your Content
  14. 14. Promotion • Even small advertising budgets with mass social media networks can make a big impact. • These can all be done in-house with a little training in 5 minutes or less – Facebook – any cost – YouTube – any cost – Twitter – higher cost to start campaigns – Paid Search
  15. 15. Distribution Exercise: Facebook • Goal: Promote a new blog post about kids’ menus in Columbus to interested consumers, using Facebook • Budget : $100
  16. 16. Measurement: Content Auditing Purpose: verifies that your content is getting engaged with, helps prioritize future content Tools: Google Analytics, social metrics
  17. 17. Experience Columbus’ Content Audit What we learned: • Our blog has seen a 200% increase in traffic year-over- year. When we looked deeper we found: • Posts about a single attraction or restaurant underperformed • Posts written by guest bloggers were among the least-read • Posts focused on lists and tips were the most-read • 25% of our content brought 60% of our site traffic • The worst-performing 30% of posts brought just 7% of site traffic
  18. 18. Experience Columbus’ Content Audit How we changed gears: • We are extremely selective and hands-on with guest bloggers • When partners ask for a feature, we incorporate their message into a post with a broader theme – less content, but many more readers • We write more evergreen content so we can promote it longer • We plan editorial calendars quarterly to capitalize on trends and focus efforts
  19. 19. Example: Whole Foods http://www.wholefoodsmarket.com/blog/whole-story
  20. 20. Example: Whole Foods
  21. 21. Example: Louisiana Seafood Board http://www.louisianaseafood.com/
  22. 22. Questions? Joe Vargo Interactive Marketing Strategist Experience Columbus @Joe_ExpCols

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