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How To Build Your Own Content Marketing Plan

How To Build Your Own Content Marketing Plan

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Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?

In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.

Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.

Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?

In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.

Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.

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How To Build Your Own Content Marketing Plan

  1. Michael Brenner Head of Strategy NewsCred @BrennerMichael How To Build Your Content Marketing Strategy Slides: slideshare.net/michaelbrenner
  2. Agenda • The key factors for content marketing success • The core components of a content marketing strategy • How to utilize content across the buyer journey • Companies doing it right
  3. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love.
  4. Content marketing trends
  5. 9
  6. Content today must compete with pictures of babies and kittens.
  7. We tune out the noise.
  8. WHAT IS GOING ON? @BrennerMichael
  9. “We need to stop interrupting what people are interested in and give people what they are interested in. ”
  10. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  11. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
  12. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  13. 2
  14. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
  15. Awareness Consideration Preference Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Begin decision process Make decision Identify business problem Establish requirements / build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list
  16. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing What Brands Wants To Talk About What Customers Actually Want Charity
  17. How brands can become consumed with their story, not their customers. Unique Point of View Trap
  18. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  19. Give Yourself a Grade . . Best Practice R Y G Have a documented content strategy? Have someone managing content Content hub maps to the consumer journey Publishing quality, volume and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined Overall: D
  20. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  21. SAP Case Study
  22. How Many People Are Searching For Us vs. Asking Early- Stage Questions Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 3000x Analytics Non-Brand 1,520,761 Cloud Brand 398 1000x Cloud Non-Brand 578,460 Data Brand 28,884 17x Data Non-Brand 470,967 Mobility Brand 12,488 28x Mobility Non-Brand 345,598 BI Brand 532,486 -2x BI Non-Brand 277,156 CRM/Sales Brand 156,028 40x CRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2x ERP Non-Brand 324,595 HCM Brand 55,536 7x HCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24x Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13x TOTAL Non-Brand 13,616,715
  23. Were Any of These “Early-stage” Prospects Finding Us?
  24. Late-Stage Content 66% Early-Stage Content 6% Middle-Stage Content 28% Why Weren’t They Finding Us?
  25. Business Innovation (launched March 27, 2012) A“Content Hub” to attract engaged visitors instead of buying them To help businesses leaders grow through technology and innovation. To reach and convert leads we would have never seen! http://blogs.sap.com/innovation
  26. Organic and Social: Up and to the Right 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors Traffic from Organic, Social & Referrals
  27. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  28. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI
  29. Content Marketing Mission Statement AmEx Open Forum Mission: “Help Small Businesses Do More Business.” Outcome: The largest source of inbound leads.
  30. What Is Your Content Marketing Mission Statement? Become a (premier?) destination for [target audience] interested in [topics] to help them [customer value].
  31. Steps To Crafting a Content Strategy Discovery Destination + Branding Roles + Resp. Editorial Strategy Distribution Measure + Optimize • Current State • Audience • Objective • Mission • Budget • Branding • Destination • Structure • Partners • Agency • You • Topics • Types • Sources • SEO • Organic • Paid • Owned • Earned • Email • KPIs • Template • Cadence • Optimize
  32. Show me the money!
  33. 3 Components of Content Marketing ROI 1. Cost 2. Utilization 3. Performance Content Marketing Hubs are a digital asset (with an LTV and ROI)
  34. 60-70% of Marketing Content Goes Completely Unused. *Sirius Decisions
  35. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
  36. Conduct A Content Audit • Content Type • Audience / Target • Buyer Stage • Primary Destination • Performance
  37. Building the Content Marketing Business Case 1. Reach early stage buyers 2. Engage new buyers with your brand 3. Conversions you would have never reached
  38. Building The Business Case 1. Reach early stage buyers • Fair “Share of Conversation” • % Unbranded Search traffic on your website • Banner effectiveness at driving brand visits • Cost of advertising / search landing pages with low organic and social traffic • Cost of organic and social website traffic vs. paid 2. Engage new buyers with your brand • Time spent, Bounce rate on content vs. advertising landing pages • Cost / Repeat visits, Time engaged with your brand • Subscribers, value per subscriber 3. Conversions you would have never reached • Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale • Content % source of leads • ROI vs. Avg. Marketing ROI
  39. Destination and Branding 1. On Domain vs. Off? 2. Heavily Branded vs. Lightly Branded?
  40. Even Great Content Needs a Push The average Hollywood movie spends 50-60% of production budget on distribution.
  41. Define Key Measures and Targets Download this template now!
  42. Casper’s Van Winkles • Effortlessly combines national housing news with articles on inspirational interior design, celebrity homes and company updates. • Up to 6 new posts per day • Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+
  43. Casper’s Van Winkles
  44. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  45. What Are We Going to Write About?
  46. Reach, Engage and Convert the Right People. Early-stage Searches What? And Why? Middle-stage How? Brand Searches Who? How Much? Search/SocialVolume What is Content Marketing? Why is it important? (10-3000 X) How Do I Create Great Content (2-10 X) Who’s the best Content Marketing Platform?
  47. Publishers Publish Everyday on Each Topic • Traffic AND Conversion goes up with volume • Diminishing return? (see below) A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day
  48. Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Stage Stage Research Keywords, Then Filter By Personas
  49. Utilize the Right Mix of Content Custom Content Share on-brand stories and recipes which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
  50. Content Mix (Monthly Average) Licensed Custom Social Custom Content 20% User / Employee 50% Licensed Content 30%
  51. Atomize Your Best Content
  52. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  53. Brands need to take the phrase ‘acting like a publisher’ literally. ” “ Dietrich Mateschitz Founder + CEO, Red Bull
  54. BufferApp Blog Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention.
  55. CapGemini Content-Loop.com • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI
  56. Maersk • Amazing photos that appeal to their audience • Thousands of likes per post • Massive Brand Engagement, Loyalty
  57. GE: Science Vines Focused on Brand Mission: Delivering Innovation to the world
  58. Wistia Videos • Engaging How To Videos • Strong Call To Action • Content = New Subscribers
  59. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  60. Steps To Crafting a Content Strategy Discovery Destination + Branding Roles + Resp. Editorial Strategy Distribution Measure + Optimize • Current State • Audience • Objective • Mission • Budget • Branding • Destination • Structure • Partners • Agency • You • Topics • Types • Sources • SEO • Organic • Paid • Owned • Earned • Email • KPIs • Template • Cadence • Optimize
  61. 3 Tips For Content That Converts: 1. Less promotion. 2. Answer your customer questions. 3. Focus on subscriptions and CTA.
  62. Your audience wants stories. Created just for them. Will you give it to them? Michael.Brenner@NewsCred.com @BrennerMichael Slideshare.net/michaelbrenner

Editor's Notes

  • Ant that can be your brand
  • We’ve all asked the question, why content marketing?

    To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
  • Ant that can be your brand
  • Core components the way we need to think. We need to think different.
  • The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
  • The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
  • A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey.

    Awareness, we’re wanting to learn, get our questions answered and read thought leadership.

    Consideration, we want more types of content.

    By Preference, there’s less thought leadership and learning, and more about what makes your brand different.
  • As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity.

    So the way we balance is make your customers the hero of the story.

    Take your brand out. How do you do that? You solve their problems at every stage of the journey.
  • So we started with research. We looked at the differences in search engine traffic between thought leadership search terms like “Big Data” versus SAP product terms like “HANA.” Not surpirisingly, we found that there were many magnitudes more search queries across nearly every one of our categories. The only exception being in ERP and Business Intelligence, wehere SAP and Business Objects have strong brand affinity for those solutions.
    ----- Meeting Notes (10/13/14 15:01) -----
    This would be a really useful exercise for Content Loop.
  • Then we looked at how much traffic SAP.com received from these non-branded searches. What we found was shocking! 99.9% of our traffic came from branded search terms. Or those prospects who are alreasy very late in the buying process. These are visitors who already know who we are and what we sell. But our portfolio had changed drastically. We needed to reach early-stage buyers in our newer solution categories.
  • Organizationally, content is a complex problem to solve. So we teamed up with the SAP.com team, the SAP Newsroom (Global Communications) and the advertising and branding team who had been spending money every year or so building advertising landing pages that had no organic or social sharing and were discarded as each campaign ended. We built Business Innovation. Our mission was to deliver on the promise of Pull Marketing, to become a destination of business insights for early-stage buyers. We wanted to earn traffic instead of buying it. And for those visitors who came from paid advertising, we wanted to provide a learning experience that was consistent with our brand image. The hope was that they would like and share the content with their connections, thus achieving the benefits of an integrated paid, owned and earned media strategy.
  • Are we gaining traffic from organic and social. Up and to the right.
  • Effective content marketers are 5 times more likely to have a DOCUMENTED content strategy.

  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

  • No matter where you are in your content marketing strategy, NewsCred's Strategy Services team can help ensure you're successful.

    Not only do we provide 24/7 global product support, but we also offer daily editorial curation and can help set your long-term strategy with customized consultations, workshops and brainstorms.
  • Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Is it an on brand or off-brand strategy? Depends on your brand and goals.

    Timeline – totally unbranded. Off-branded domain. Branding that’s almost invisible.

    Monster – you can see its completely in line with their corporate website. Logo, typography, similar structure.

    Pepsi pulse – completely reinvented their website. Seeking to be a destination about anything about pop culture.
  • Tracking over the course of a year.
  • A content audit is important because it helps you understand the level of the content issues you have. Help you determine where you have performance issues.
  • A lot of people jump to topics. Google trends, competitors, online properties serving needs. Thinking about topics and architecture is an important step.
  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Key words appropriate
  • Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy.

    Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence.

    Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO.

    Social content allows you to always stay topical and publish content that is buzzworthy and trending. Co-created content.

    We call this combination The Rule Of Thirds – a starting point. AS you’re publishgin you can optimize.. Diversifying your content strategy allows you to scale in a way
  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


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