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Welcome to:
How To Launch A
Successful
Marketing Plan In 6 Weeks
Michael Brenner,
CEO, Marketing Insider Group
Author, The...
MARKETING INSIDER GROUP
THERE’S A FORMULA for
MARKETING ROI
Create Content
People Actually
Want
Delivers
Business
Results
...
MARKETING INSIDER GROUP
The Content Marketing Promise:
Reach,
Engage,
Convert
customers you would have never reached.
Thro...
MARKETING INSIDER GROUP
Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Busi...
Content Marketing Roadmap
Priority 1 Priority 2 Priority 3 Priority 4
BUILD CONTENT MARKETING
BUSINESS CASE
1 Content audi...
The Content Marketing Framework
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
• Audience...
Content Marketing Best Practices
1. Documented content marketing mission statement
2. Accountability for the success of co...
Exercise: Rate yourself
Best Practice R Y G
Documented business case / mission
Accountable for content marketing success
C...
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Audience Insights:
•Business Case: What i...
MARKETING INSIDER GROUPhttps://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
The Difference...
MARKETING INSIDER GROUP
Content Marketing platforms
are assets you own
with real value
that grows over time.
Need proof . ...
MARKETING INSIDER GROUP-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 De...
MARKETING INSIDER GROUP-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 De...
MARKETING INSIDER GROUP-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 De...
MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is Content Marketing?
(1...
MARKETING INSIDER GROUP
How Much Early-Stage Search Traffic Comes To Your
Website?
What Do You Spend On Paid Search Because
You Don’t Rank Organically?
30%70%
Imagine: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business D...
Exercise:
Your Content Marketing Mission
Become the premier destination
for [what target audience]
interested in [what top...
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•UX
•Branding
•Destination
•CMS
The Conten...
1. Categories showing the reader what topics you are covering
2. Articles published with dates and authors shows frequency
3. Images humanize the site and break up text
4. Top posts highlighted to drive reader engagement
5. Social buttons encourage sharing
6. Multiple opportunities to capture email subscriptions
7. Offers for deeper engagement
The Components of World-Class Destinations
1) Categories to highlight topics you cover
2) Dates and authors
3) Engaging im...
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Who does what?
•Design
•Build
•Content
•D...
Content
Marketer /
Editor
Community
Manager
.
Designer Contributors SEO / Paid
Specialist
Analytics Curation
Define Roles ...
Re-Purpose
•Executive PowerPoints
•Whitepapers
•Customer Service and Sales FAQs
•Your emails = answers
How To Do Content M...
OPP (OPC)
•Act as a journalists at events
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their...
Create Stuff Easy
• Create a list of top influencers
• best conferences
• best quotes
• best stats in your industry
• Extr...
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Structure
•Topics
•Types
•Tone
•Imagery
•...
Your
Target
Personas
Your
Audience’s
Interests
What You
Should Create
Content About
Focus more here
Focus on customer inte...
0
10
0
200
300
400
500
600
A FEW TIMES
A YEAR
<
MONTHLY
1-2X PER
MONTH
1-2X PER
WEEK
1 PER DAY MORE
THAN 1
PER DAY
TRAFFIC...
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Content by Stage
•Conversions
•Subscripti...
The Customer Journey
Doesn't Start
With A Search
For Your Product
@BrennerMichael
Your
Customers Middle
Early
What is / are?
Why important?
Late
Who?
How much?
Where?
StagePersona Questions / Concerns Con...
Product Content
Offers
Brochures
Customer Testimonials
Case Studies
BRAND MARKETING
CONTENT MARKETING
Mapping Content Prod...
Source: http://www.slideshare.net/DigitalMktr/the-ultimate-list-of-blog-post-ideas-infographic
Foundation Destination Team
Topics /
Themes
Customer
Journey
Distribution Measurement
•Owned
•Earned
•Paid
•Subscriptions
...
https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
The Difference Between
Content and Co...
https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
Your Social Media Accounts
Are NOT Co...
CONTENT
SEO
Content should be the
center of all your
marketing efforts!
Once you have created
incredible content, work
to ...
FACEBOOK TWITTER LINKEDIN INSTAGRAM PINTEREST
SUGGESTED
CADENCE
2 times per day,
5-7 days per week
Several times / day
(1 ...
The average Hollywood movie spends 50-60% of
production budget on distribution.
Even Great Content Needs A Push!
CHANNEL PLATFORMS
Paid Search Google AdWords, Bing
Paid Social LinkedIn, Facebook, Twitter, Slideshare
Native Outbrain, Ta...
An Always-on Approach Wins Every Time!
Test Headline, Image, Social Targeting
Content Marketing KPI Dashboard
Page 29
Organic + Social Traffic
Brand Awareness
Search Rank
Unbranded Search Traffic
Subscribers
Conversions
Total Conversions
Le...
Subscribers are 9x more likely to convert than non-subscribers
The Value of Subscribers
Content Marketing Strategy Roadmap
Priority 1 Priority 2 Priority 3 Priority 4
BUILD CONTENT MARKETING
BUSINESS CASE
1 Obj...
Your Formula For Marketing ROI
Start with the customers you already have
Start with the content you already have
Commit to...
Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Contact:
michael@marketinginsidergroup...
How To Launch Your Content Marketing Program in Just 6 Weeks
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How To Launch Your Content Marketing Program in Just 6 Weeks

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If your feeling the pressure of launching a content marketing program fast, check out my 6-week launch plan. You got this!

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How To Launch Your Content Marketing Program in Just 6 Weeks

  1. Welcome to: How To Launch A Successful Marketing Plan In 6 Weeks Michael Brenner, CEO, Marketing Insider Group Author, The Content Formula
  2. MARKETING INSIDER GROUP THERE’S A FORMULA for MARKETING ROI Create Content People Actually Want Delivers Business Results @BrennerMichael
  3. MARKETING INSIDER GROUP The Content Marketing Promise: Reach, Engage, Convert customers you would have never reached. Through content they actually want to read and share
  4. MARKETING INSIDER GROUP Marketing That Attracts An Audience Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy @BrennerMichael
  5. Content Marketing Roadmap Priority 1 Priority 2 Priority 3 Priority 4 BUILD CONTENT MARKETING BUSINESS CASE 1 Content audit 2 % of content used 3 Define business value FOCUS ON SUBSCRIPTIONS 1 Email newsletter strategy 2 Offers / subscription CTA 3 Track conversions SEO 1 Unbranded search 2 Content cadence Ongoing 1 Track top posts, topics, authors 2 Social engagement 3 Testing offers 4 Sales team feedback on conversions SITE ENHANCEMENTS 1 Navigation bar 2 Content categories 3 Top posts 4 CTAs 5 Image selection 6 Comments RE-PURPOSE CONTENT 1 YouTube videos 2 SlideShares 3 Interlink other posts PAID DISTRIBUTION 1 A/B test with LinkedIn, Twitter, Facebook and Outbrain 2 Put money behind high- performing organic content SOCIAL DISTRIBUTION 1 A/B test sharing same content 2 Engage influencers, publishers REPORT ON PROGRESS TO BUSINESS VALUE 1 Subscribers, leads 2 Map progress to business value 3 New audience reached 4 Unbranded search terms 5 Conversions
  6. The Content Marketing Framework Foundation Destination Team Editorial Customer Journey Distribution Measurement • Audience Insights • Business Case • Current State • Mission Statement • Budget • Branding • Design • URL • Who does what? • Agency • Distribution • Structure • Topics • Types • Tone • SEO • Imagery • Cadence • Questions • Content by Stage • Channels • Offers • Conversions • Subscriptions • Content • Owned • Earned • Paid • Subscriptions • Benchmarks • Reports • Measures • Cadence • Testing • Optimization Week 1 Week 2 Week 3 Ongoing
  7. Content Marketing Best Practices 1. Documented content marketing mission statement 2. Accountability for the success of content marketing 3. Consistently published content on a brand-owned destination 4. Content mapped to the buyer journey 5. Content distributed on social and paid channels 6. Focus on content subscriptions 7. Commitment to measuring content marketing ROI
  8. Exercise: Rate yourself Best Practice R Y G Documented business case / mission Accountable for content marketing success Consistently publishing quality content Content mapped to the buyer journey Content distributed on paid and social channels Focus on content subscriptions Goal to Measure content marketing ROI Overall Grade: Page 9
  9. Foundation Destination Team Editorial Customer Journey Distribution Measurement •Audience Insights: •Business Case: What is the main business objective? •Budget •Mission Statement The Content Marketing Framework
  10. MARKETING INSIDER GROUPhttps://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/ The Difference Between Content and Content Marketing is a Destination You OWN
  11. MARKETING INSIDER GROUP Content Marketing platforms are assets you own with real value that grows over time. Need proof . . .
  12. MARKETING INSIDER GROUP- 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue
  13. MARKETING INSIDER GROUP- 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- >
  14. MARKETING INSIDER GROUP- 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- >
  15. MARKETING INSIDER GROUP Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is Content Marketing? (10-3000 X) How do I succeed with Content Marketing? (2-10 X) What tools can help me with content marketing? (1) How Much Early-Stage Search Traffic Is There?
  16. MARKETING INSIDER GROUP How Much Early-Stage Search Traffic Comes To Your Website?
  17. What Do You Spend On Paid Search Because You Don’t Rank Organically? 30%70%
  18. Imagine: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  19. Exercise: Your Content Marketing Mission Become the premier destination for [what target audience] interested in [what topics] to help them [customer value].
  20. Foundation Destination Team Editorial Customer Journey Distribution Measurement •UX •Branding •Destination •CMS The Content Marketing Framework: Destination
  21. 1. Categories showing the reader what topics you are covering
  22. 2. Articles published with dates and authors shows frequency
  23. 3. Images humanize the site and break up text
  24. 4. Top posts highlighted to drive reader engagement
  25. 5. Social buttons encourage sharing
  26. 6. Multiple opportunities to capture email subscriptions
  27. 7. Offers for deeper engagement
  28. The Components of World-Class Destinations 1) Categories to highlight topics you cover 2) Dates and authors 3) Engaging images 4) Top posts to drive reader engagement 5) Encourage social sharing 6) Multiple opportunities to capture subscriptions 7) Offers to events, downloads, etc. 8) Content is not promotional https://marketinginsidergroup.com/content- marketing/best-content-marketing-examples/
  29. Foundation Destination Team Editorial Customer Journey Distribution Measurement •Who does what? •Design •Build •Content •Distribution •Measurement The Content Marketing Framework: Team
  30. Content Marketer / Editor Community Manager . Designer Contributors SEO / Paid Specialist Analytics Curation Define Roles / Responsibilities What do you have today? Where are the gaps?  Editorial boards synchronize activities, find opportunities  Content marketing can be a small amount of time from a large group of people
  31. Re-Purpose •Executive PowerPoints •Whitepapers •Customer Service and Sales FAQs •Your emails = answers How To Do Content Marketing Without A Budget?
  32. OPP (OPC) •Act as a journalists at events •Cover competitor and industry research •Ask 2nd-tier influencers to share their work
  33. Create Stuff Easy • Create a list of top influencers • best conferences • best quotes • best stats in your industry • Extract the expertise inside your company (experts and customers) • What is… • Why important... • How to achieve success with ...
  34. Foundation Destination Team Editorial Customer Journey Distribution Measurement •Structure •Topics •Types •Tone •Imagery •Headlines •SEO The Content Marketing Framework: Editorial Strategy
  35. Your Target Personas Your Audience’s Interests What You Should Create Content About Focus more here Focus on customer intent / interests
  36. 0 10 0 200 300 400 500 600 A FEW TIMES A YEAR < MONTHLY 1-2X PER MONTH 1-2X PER WEEK 1 PER DAY MORE THAN 1 PER DAY TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE INDEXEDTRAFFIC Hubspot 2014 The Importance of Volume
  37. Foundation Destination Team Editorial Customer Journey Distribution Measurement •Content by Stage •Conversions •Subscriptions The Content Marketing Framework: Mapping Content To The Buyer Journey
  38. The Customer Journey Doesn't Start With A Search For Your Product @BrennerMichael
  39. Your Customers Middle Early What is / are? Why important? Late Who? How much? Where? StagePersona Questions / Concerns Content Types How to?
  40. Product Content Offers Brochures Customer Testimonials Case Studies BRAND MARKETING CONTENT MARKETING Mapping Content Production to Journeys Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
  41. Source: http://www.slideshare.net/DigitalMktr/the-ultimate-list-of-blog-post-ideas-infographic
  42. Foundation Destination Team Topics / Themes Customer Journey Distribution Measurement •Owned •Earned •Paid •Subscriptions •Benchmarks •Reports •Metrics •Optimization The Content Marketing Framework: Mapping Content To The Buyer Journey
  43. https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/ The Difference Between Content and Content Marketing is a Destination You OWN
  44. https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/ Your Social Media Accounts Are NOT Content Marketing
  45. CONTENT SEO Content should be the center of all your marketing efforts! Once you have created incredible content, work to get it out there using various distribution methods that lead people back to your main site. The Hub & Spoke Model
  46. FACEBOOK TWITTER LINKEDIN INSTAGRAM PINTEREST SUGGESTED CADENCE 2 times per day, 5-7 days per week Several times / day (1 tweet per hour) 2x per day 1-2 times per day 2/3 times per week 5 pins/day Ideal Social Cadence But it’s best to test for your content and audience.
  47. The average Hollywood movie spends 50-60% of production budget on distribution. Even Great Content Needs A Push!
  48. CHANNEL PLATFORMS Paid Search Google AdWords, Bing Paid Social LinkedIn, Facebook, Twitter, Slideshare Native Outbrain, Taboola, Sharethrough, Nativo Display RTB, DSP, Programmatic - mobile, retargeting & rich media Video Youtube, Vine, Vimeo Even Great Content Needs A Push!
  49. An Always-on Approach Wins Every Time!
  50. Test Headline, Image, Social Targeting
  51. Content Marketing KPI Dashboard Page 29
  52. Organic + Social Traffic Brand Awareness Search Rank Unbranded Search Traffic Subscribers Conversions Total Conversions Leads Time on Site Brand Health Social Shares Subscriptions Repeat Visitors Bounce Rate Retention Rate Upsells Retention Content Marketing KPI Framework Page 27
  53. Subscribers are 9x more likely to convert than non-subscribers The Value of Subscribers
  54. Content Marketing Strategy Roadmap Priority 1 Priority 2 Priority 3 Priority 4 BUILD CONTENT MARKETING BUSINESS CASE 1 Objective #1_________ 2 Objective #2_________ FOCUS ON SUBSCRIPTIONS 1 Subscriptions offered? 2 Offers / CTA? SEO 1 1-3 top keywords: 1 _____________ 2 _____________ 3 _____________ 2 Content plan for each Ongoing 1 Track top posts, topics, authors 2 Social engagement 3 Test offers 4 Sales team feedback on conversions SITE ENHANCEMENTS 1 Content categories 2 Top posts 3 Subscribers 4 Offers 5 Better image selection 6 Authors + dates 7 Mobile responsive RE-PURPOSE CONTENT 1 Customer videos 2 Executive SlideShares 3 E-books into articles PAID DISTRIBUTION 1 A/B test with LinkedIn, Twitter, Facebook and Outbrain 2 Put money behind high- performing organic content SOCIAL DISTRIBUTION 1 A/B test sharing same content 2 Engage influencers, publishers REPORT ON BUSINESS VALUE 1 Create report 2 Map progress to objective #1 3 Map progress to objective #2 4 Unbranded search terms 5 Track subscribers, leads 6 Value search, subscribers, leads Pages 30- 31
  55. Your Formula For Marketing ROI Start with the customers you already have Start with the content you already have Commit to sharing what you know Commit to measuring results @BrennerMichael
  56. Thank you! Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Contact: michael@marketinginsidergroup.com

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