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Content marketing framework - Melt Content - BrightonSEO September 2016

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How to develop a Content Marketing Framework that helps with the creation and deployment of successful content strategies.

This presentation provides a guide to the processes, tools, and tips, which can be utilised across many industries and niches.

Helene from Melt Content presented this guide to how to develop content marketing strategies at BrightonSEO in September 2016. The framework provides an outline of what should be considered when developing a content strategy. To complement this presentation, we have created a downloadable set of guides and graphics, plus a video of the presentation, which can be found at meltcontent.com/CMF

Published in: Marketing
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Content marketing framework - Melt Content - BrightonSEO September 2016

  1. 1. www.meltcontent.com Melt Content Unit 508 Metal Box Factory 30 Great Guildford Street London, SE1 0HS Content Marketing Framework Helene Hall
  2. 2. www.meltcontent.com Helene Hall – Melt Content
  3. 3. www.meltcontent.com What are we going to talk about If you want to create successful and multi channel content marketing strategies that drive ROI… Our framework guides the way.
  4. 4. www.meltcontent.com My Motivation: “I believe in making a positive impact or inspiring change” Core Value
  5. 5. www.meltcontent.com Personal……
  6. 6. www.meltcontent.com and Work! Passionate & Inspired
  7. 7. www.meltcontent.com Digital World… Success stories often have these motivations or values at the core. Leading change Passion Vision Selfless Focus Inspired Customer Centric Self Identification Common Truth
  8. 8. www.meltcontent.com Why Is The Motivation Behind The Content Key? Theory of how our brain works. Cortex Brain Limbic Brain Reptilian Brain
  9. 9. www.meltcontent.com How our Brain Works Cortex: Analytical thinking, planning, learning, calculating Limbic: Emotional Centre, powerful unconscious motivators Reptilian: Regularly body's vital functions such as heart rate, breathing, body temperature and balance
  10. 10. www.meltcontent.com Leading Marketing with Cortex Brain Cortex Brain • Lists of Features & Benefits • Flat emotion • Could be any company Analytical thinking, planning, learning, calculating
  11. 11. www.meltcontent.com We make quick decisions, follow our gut. Cortex Brain Limbic Brain Emotional Centre Feelings Trust Gut decisions
  12. 12. www.meltcontent.com Drive success & engagement through emotion • Good content should trigger the right emotion • Emotional connection drives engagement • Increases brand affinity and shareability
  13. 13. www.meltcontent.com So many things to consider The right audience the right channel the right budget the right method the right tool the right strategy It can all go wrong so easily!
  14. 14. www.meltcontent.com Where it can all go wrong! Outlined the top 6 content strategy mistakes.
  15. 15. www.meltcontent.com 6 Content Marketing Strategy Mistakes 1. Companies isolating their content marketing from their other marketing channels  Should feed into other channel marketing 2. Content for content’s sake X Flat no emotion X Low SEO Value/ detrimental.
  16. 16. www.meltcontent.com 6 Content Marketing Strategy Mistakes 3. Not monetising. X Leaving money on the table X Not valuing the content 4. Not informing the strategy with data X Missing the target audience X No KPI’s or measurement for success
  17. 17. www.meltcontent.com 6 Content Marketing Strategy Mistakes 5. Not collaborating with others to spring board and increase organic performance.  Should connect with influential people within your target niche 6. Distribution – leaving off the final stage.  Outreach and Distribution
  18. 18. www.meltcontent.com The Framework We have built a content marketing framework that you can use as a checklist and guide to help you through the process of creating a comprehensive marketing strategy. The 5 stages are mandatory. However the sub sections are a guide process to be chosen as and if required.
  19. 19. www.meltcontent.com Content Marketing Framework Motivation Research & Data Strategy Content P.P.P. Outreach 1 2 3 4 5
  20. 20. www.meltcontent.com www.meltcontent.com/CMF The CMF Wheel AKA The Detail
  21. 21. www.meltcontent.com “People don’t buy what you do they buy why you do it.” Simon Sinek Successful content works not because of the unique features and benefits it talks about. But because it triggers an emotional response through an affinity with the “Why” or “Motivation”.
  22. 22. www.meltcontent.com Recent experience "Our vision is that by 2020 no one should be killed or seriously injured in a new Volvo car."
  23. 23. www.meltcontent.com Why motivation is before the how and what? Motivation is the starting point and should be a clear requirement within a content marketing framework which focuses on the… How and What
  24. 24. www.meltcontent.com Content Marketing Framework Motivation Research & Data Strategy Content P.P.P. Outreach 1 2 3 4 5
  25. 25. www.meltcontent.com This is the How and What! Get ready with your camera’s for some screen shots. All slides and additional worksheets / processes can be downloaded by visiting: www.meltcontent.com/CMF
  26. 26. www.meltcontent.com Research & Data Analysis
  27. 27. www.meltcontent.com Research & Data Analysis
  28. 28. www.meltcontent.com Strategy
  29. 29. www.meltcontent.com Strategy – KPI’s
  30. 30. www.meltcontent.com Here’s a handy tip….. ….really quick! How we apply it to the channels, the user journey and create the themes…
  31. 31. www.meltcontent.com Strategy Formation: Multi Channel Themes
  32. 32. www.meltcontent.com Strategy Formation: Multi Channel Themes
  33. 33. www.meltcontent.com Strategy Formation: Multi Channel Themes
  34. 34. www.meltcontent.com Back… To the Content Marketing Framework where we left off.
  35. 35. www.meltcontent.com Content Creation - Plan
  36. 36. www.meltcontent.com Content Creation - Prepare
  37. 37. www.meltcontent.com Content Creation - Publish
  38. 38. www.meltcontent.com Influence - Outreach
  39. 39. www.meltcontent.com Influence - Distribution
  40. 40. www.meltcontent.com Content Marketing Framework Motivation Research & Data Strategy Content P.P.P. Outreach 1 2 3 4 5
  41. 41. www.meltcontent.com Following the Content Marketing Framework You can ensure that you: - Have the motivation first and central - You understand your target audience and know where, what and when to target them - You have focused on the user journey and understand what channel should be supported or incorporated - You have involved those already in the niche to help you achieve the most with what you’ve created
  42. 42. www.meltcontent.com It’s a simple 5 step process Backed up by the detail in the CMF Wheel to guide you through your strategic content needs. Visit: www.meltcontent.com/ CMF For further information
  43. 43. www.meltcontent.com My Motivation: “I believe in making a positive impact or inspiring change” Core Value
  44. 44. Tel. +44 2024 735 5070 www.meltcontent.com Melt Content Unit 508 Metal Box Factory 30 Great Guildford Street London, SE1 0HS Tel. +44 2024 735 5070 www.meltcontent.com Helene Hall @helenehall www.meltcontent.com @meltcontent Melt Content Unit 508 Metal Box Factory 30 Great Guildford Street London, SE1 0HS Thank you……

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