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Prepare for Content Marketing Success in 2014 with Strategic Planning and Evaluation

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James Parkin
James Parkin

Dr. Dave Chaffey and Smart Insights: Plan, Manage, Optimise: Preparing for Content Marketing in 2014, B2B Marketing Annual Conference. This presentation wasn't created by me but by Smart Insights and Dr Dave Chaffey I am just sharing it due to its useful content and insightful guides. www.smartinsights.com/b2bconf

Marketing
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1@DaveChaffey #b2bconf Plan, Manage, Optimise: Preparing for Content Marketing in 2014 B2B Marketing Annual Conference November 7th 2013 Dr Dave Chaffey www.smartinsights.com/b2bconf
2@DaveChaffey #b2bconf About Dave Chaffey About Dave Chaffey • A professional trainer in E-marketing since 1997 • Author of 5 bestselling marketing books now in their 4th and 5th edition • Manages SmartInsights.com a marketing advice site with paid members in over 50 countries • Insights Director at agency ClickThrough Marketing
3@DaveChaffey #b2bconf Trend 1: A planned, strategic approach Questions  Plan?  Strategy?  Objectives?  Control through analytics? www.PRSmith.org Details: Smart Insights
4@DaveChaffey #b2bconf Source: B2B Content Marketing 2014 US
5@DaveChaffey #b2bconf Trend 1: A planned, strategic approach www.PRSmith.org Details: Smart Insights
6@DaveChaffey #b2bconf Reviewing content marketing effectiveness using a TOWS matrix?
7@DaveChaffey #b2bconf Strengths:  Defined strategy and responsibility  Amplification  Content quality  Contributors Weaknesses:  Gaining engagement … conversation  Influencer outreach  Limited organic reach Opportunities:  Niche social media sites  New content types  Targeted advertising SO Strategies • Getting existing contributors involved in social networks and other sites • Repurposing WT Strategies • Scaling outreach? Threats:  Generic competitors target niche  Niche competitors improvements ST Strategies • Niche partnerships WT Strategies • Own niche positioning • Strategic partnerships
8@DaveChaffey #b2bconf Source: UK 2013 Content Marketing Survey Your content marketing challenges?
9@DaveChaffey #b2bconf Research Findings Source: UK 2013 Content Marketing Survey
10@DaveChaffey #b2bconf Trend 2. Integrating content into the brand experience Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools Inc Social Media OVP = Online Value Proposition = Brand Adding Value to Audience = Brand Positioning  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products MAKE YOUR SITES A DESTINATION http://bit.ly/smartovp Not just campaigns….
11@DaveChaffey #b2bconf Requires improved editorial planning… http://www.smartinsights.com/guides/editorial-calendar-spreadsheet/
12@DaveChaffey #b2bconf Requires deeper marketing personas http://www.smartinsights.com/guides/customer-persona-toolkit/
13@DaveChaffey #b2bconf http://www.smartinsights.com/guides/customer-persona- toolkit
14@DaveChaffey #b2bconf Trend 3. Structured evaluation of content Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity  Authority and Thought Leadership  Individual pain points?  Repurposeability  Risk/reward
15@DaveChaffey #b2bconf
16@DaveChaffey #b2bconf
17@DaveChaffey #b2bconf Trend 4. New content formats http://www.smartinsights.com/healthcheck
18@DaveChaffey #b2bconf Supporting prospects on a journey
19@DaveChaffey #b2bconf The need for more evaluation Source: B2B Marketing report
20@DaveChaffey #b2bconf Trend 5. Smarter Evaluation  Q. Do we have the right performance criteria? V Q V C Volume: Desktop/Tablet/Smartphone  Unique visitors  Visits  Page views Quality: Desktop/Tablet/Smartphone  40% bounce rate  5% conversion rate Value Desktop/Tablet/Smartphone  Number of sales or leads  Average order value or selling price  Goal value per visit > Page value  Revenue per visit (E-commerce) > Page value Cost Desktop/Tablet/Smartphone  Cost per thousand (CPM)  Cost per click (CPC)  Cost per acquisition (CPA)  Cost per sale (CPS)
21@DaveChaffey #b2bconf Example - Linking goals to KPIs
22@DaveChaffey #b2bconf Example B2B Dashboard Source: Michael Brenner
23@DaveChaffey #b2bconf Use Google Analytics MCF to understand true value 2 3 Measuring assists in Google Analytics Google’s new social reports
24@DaveChaffey #b2bconf Trend 6. Marketing Automation integrating IP, web + email scoring Source: WOW Analytics
25@DaveChaffey #b2bconf Marketing Automation Flow Source: WOW Analytics
26@DaveChaffey #b2bconf Source: WOW Analytics
27@DaveChaffey #b2bconf https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp Trend 7 Increasing mobile support
28@DaveChaffey #b2bconf Trend 8 Expansion in paid media options  REACH
29@DaveChaffey #b2bconf Effectiveness (potential sales volume) Investment(resourceneeded) SEO AdWords Remarketing Facebook custom audiences AdWords Social amplification Media related PR Influencer PR Integrated engagement campaigns Blog marketing Vertical niche campaigns  REACH Sponsored Tweets Instagram Which paid, owned, earned media should we target? FBX Retargeting Facebook Promoted Posts LinkedIn Sponsored updates LinkedIn Targeted Ads
30@DaveChaffey #b2bconf LinkedIn example
31@DaveChaffey #b2bconf
32@DaveChaffey #b2bconf Trend 9. Scaling influencer and partner outreach – tools and process http://bit.ly/smartoutreach
33@DaveChaffey #b2bconf Influencer outreach – key questions…  Do we invest enough time in this?  Who is responsible for this?  What is our process for influencer marketing?  How do we segment influencers?  How do contact priority influencers?  How do we measure success?  How do we scale this?  Tools to manage?
34@DaveChaffey #b2bconf http://tprk.us/ukomblogs13 Co-Created Content - Lists
35@DaveChaffey #b2bconf Influencer management with Group High
36@DaveChaffey #b2bconf Social Networks Direct social messages Email Blog Search PDF Slideshare Long form interviews Single images Contribute Download Subscribe Share Attend Conference Example: Discover – Consume - Act All Content & Promotions Consider:  “Findability”  “Engagement”  “Shareability”
37@DaveChaffey #b2bconf 1. Created Demand 2. Dominated SERPs 3. Event Awareness 4. Registrations, Sessions 43k ebook views - 6 days 1k+ PDF downloads 5k views interviews 500+ social shares 100+ inbound links
38@DaveChaffey #b2bconf You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! One Clever Question
39@DaveChaffey #b2bconf Build in reasons to share + add
40@DaveChaffey #b2bconf
41@DaveChaffey #b2bconf Trend 10. Personalisation
42@DaveChaffey #b2bconf Need to get the Sell-Inform-Entertain balance right in 2014!
43@DaveChaffey #b2bconf Let’s Connect! Questions & discussion welcome SmartInsights.com  Blog www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi ghts  Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey ww.twitter.com/DaveChaffey https://plus.google.com/u/0/10625135037962 2013691

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Prepare for Content Marketing Success in 2014 with Strategic Planning and Evaluation

Editor's Notes

  1. Q. How do you communicate your OVP = Sell/Inform/Entertain balance?
  2. http://socialfresh.com/best-worst-content-marketing/
  3. Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
  4. Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).