Which of these areas presents the biggest challenge for your business: Business Case / Budget Digital destination Team and people Editorial strategy Mapping content to the buyer journey Distributing your content Measuring content marketing effectiveness
WORKSHOP WITH THE GROUP
Group Exercise (5 minutes): Ask participants to spend 5 minutes answering the questions on workbook page 16 Then, spend 5 minutes for group discussion of what they found Each participant to present for 1 minute
Publishing content every day is essential to customer acquisition. A recent Hubspot study found that 82% of marketers who blog daily acquired a customer using their blog vs. 57% of marketers who blog monthly. (Hubspot, 2013) The bottom line is that the more you publish, the more traffic you get, which directly correlates to customer acquisition.
EXERCISE Questions. Content types will be discussed in the next section.
This slide is just a reference check following group discussion on ideas
How To Launch Your Content Marketing Program in Just 6 Weeks
Welcome to: How To Launch
A Successful Marketing Plan In 6 Weeks Michael Brenner, CEO, Marketing Insider Group Author, The Content Formula
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
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
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
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
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?
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/
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
OPP (OPC) •Act as a
journalists at events •Cover competitor and industry research •Ask 2nd-tier influencers to share their work
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 ...
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
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
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
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.