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Tips, Tools and Templates To Build Your Content Marketing Strategy

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Tips, Tools, And Templates To Help You
Build Your Content Marketing Strategy
Michael Brenner
Head of Strategy, NewsCred
@B...

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Agenda
• The key factors for content marketing success
• The core components of a content marketing strategy
• How to util...

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Just 3 Things . . .
The world has changed.
Most content stinks.
Attract people through stories they love.
@BrennerMichael ...

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Tips, Tools and Templates To Build Your Content Marketing Strategy

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Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.

Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.

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Tips, Tools and Templates To Build Your Content Marketing Strategy

  1. Tips, Tools, And Templates To Help You Build Your Content Marketing Strategy Michael Brenner Head of Strategy, NewsCred @BrennerMichael @BrennerMichael • #CMWorld
  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 @BrennerMichael • #CMWorld
  3. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love. @BrennerMichael • #CMWorld
  4. Content today must compete with pictures of babies and kittens. @BrennerMichael • #CMWorld
  5. @BrennerMichael • #CMWorld
  6. Content marketing trends @BrennerMichael • #CMWorld
  7. @BrennerMichael • #CMWorld
  8. @BrennerMichael • #CMWorld
  9. @BrennerMichael • #CMWorld
  10. @BrennerMichael • #CMWorld
  11. @BrennerMichael • #CMWorld
  12. 1 I have no patience for useless things. @BrennerMichael • #CMWorld
  13. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael • #CMWorld
  14. @BrennerMichael • #CMWorld
  15. We tune out the noise. @BrennerMichael • #CMWorld
  16. @BrennerMichael • #CMWorld
  17. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “ @BrennerMichael • #CMWorld
  18. 1 @BrennerMichael • #CMWorld
  19. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ” @BrennerMichael • #CMWorld
  20. 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 @BrennerMichael • #CMWorld
  21. @BrennerMichael • #CMWorld
  22. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing What Brands Publish What Customers Want Charity @BrennerMichael • #CMWorld
  23. Content Marketing Your Brand Purpose What Customers Want @BrennerMichael • #CMWorld Why does your brand exist? What purpose does it serve?
  24. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” -Content Marketing Institute • Not advertising or PR • It is continuous not campaign-based • Customer-focused, not brand-focused • Seeks to answer customer questions across the buyer journey • Owned media = An asset for your business with LTV and ROI Content Marketing Defined @BrennerMichael • #CMWorld
  25. Joe Pulizzi: “Don’t build your house on rented land.” - Publish On Your Own Content Hub - @BrennerMichael • #CMWorld
  26. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it! @BrennerMichael • #CMWorld
  27. How brands can become consumed with their story, not their customers. Unique Point of View Trap @BrennerMichael • #CMWorld
  28. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ” @BrennerMichael • #CMWorld
  29. 2 @BrennerMichael • #CMWorld
  30. 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. Paid Distribution 6. Focus on Content Subscribers 7. Track Content Marketing ROI @BrennerMichael • #CMWorld
  31. 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 @BrennerMichael • #CMWorld
  32. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  33. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI
  34. • Thinking and acting like a publisher • Delivering content your audience wants • Managing content as an asset (with an ROI) What is a Content Marketing Strategy? @BrennerMichael • #CMWorld
  35. 3 Steps to Building a Content Strategy 1 Why? What’s the Business Case? 3 What? Show results tied to your business objectives. 2 How? Team, actions, and budgets needed. @BrennerMichael • #CMWorld
  36. Content Marketing Mission Statement Become a destination for [target audience] interested in [topics]. To help them [customer value]. This will help us [content marketing goals] • Earn your audience’s attention vs. just buying it • Reach, engage and convert NEW buyers AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads. @BrennerMichael • #CMWorld
  37. What Is Your Content Marketing Mission Statement? Become a (premier?) destination for [target audience] interested in [topics] to help them [customer value]. @BrennerMichael • #CMWorld
  38. Steps to crafting a content strategy Discovery Destination Branding + Design Roles + Responsibility Editorial Strategy Distribution + Optimization Measurement •Current State •Target Audience •Business Case •Mission Statement •Budget •Branding •UX •Platform •Who does what? •NewsCred •Agency •You •Structure •Topics •Types •Sources •SEO •SEO •Platforms •Paid •Owned •Earned •Email Newsletter •Business Case KPIs •Define report •How often @BrennerMichael • #CMWorld
  39. 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 @BrennerMichael • #CMWorld
  40. Define Content Marketing Roles and Functions Content Marketer / Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curation Fines and re- purposes the best content from your business and from around the web. @BrennerMichael • #CMWorld
  41. Consider Your Destination and Branding @BrennerMichael • #CMWorld
  42. Design Structure 1) Categories across the top show visitor what space you are in 2) Images help humanize the site and break text 3) Published content horizontally shows frequency (add dates and authors) 4) Share buttons encourage social sharing 5) Mid-stage offer on right 6) Newsletter/subscription sign up @BrennerMichael • #CMWorld
  43. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael • #CMWorld
  44. 60-70% of marketing content goes completely unused. *Sirius Decisions @BrennerMichael • #CMWorld
  45. @BrennerMichael • #CMWorld
  46. Behind every piece of bad content is an executive who asked for it. TWEET THIS! @BrennerMichael • #CMWorld
  47. Conduct A Content Audit • Content Type • Audience / Target • Buyer Stage • Primary Destination • Performance @BrennerMichael • #CMWorld
  48. Look at Content by Buyer Stage Early Stage Middle Stage Late Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6% @BrennerMichael • #CMWorld
  49. Reach, Engage and Convert the Right People. Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is Content Marketing? (10-3000 X) Who is the best Content Marketing provider? (2-10 X) NewsCred Content Marketing software is how awesome? @BrennerMichael • #CMWorld
  50. What Are We Going to Write About? @BrennerMichael • #CMWorld
  51. Publishers publish everyday on each topic/category • Organic Traffic goes up with each new article published • Diminishing return? (see below) • Optimize content budget vs. paid distribution budget • Increasing frequency will increase Organic + Social % of Total PVs A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day
  52. @BrennerMichael • #CMWorld
  53. @BrennerMichael • #CMWorld
  54. @BrennerMichael • #CMWorld
  55. @BrennerMichael • #CMWorld
  56. @BrennerMichael • #CMWorld
  57. 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 @BrennerMichael • #CMWorld Research Keywords, Then Filter By Personas
  58. 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. @BrennerMichael • #CMWorld
  59. Content Mix (Monthly Average) Licensed Custom Social Custom Content 20% User / Employee 50% Licensed Content 30% @BrennerMichael • #CMWorld
  60. How To Rank For SEO? The 3 Vs (Content Mix) Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides @BrennerMichael • #CMWorld
  61. Even great content needs a push The average Hollywood movie spends 50-60% of production budget on distribution. @BrennerMichael • #CMWorld
  62. Show me the money! @BrennerMichael • #CMWorld
  63. 3 Components of Content Marketing ROI 1. Cost 2. Utilization 3. Performance @BrennerMichael • #CMWorld
  64. Proving Content Marketing ROI 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 @BrennerMichael • #CMWorld
  65. Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer, Kraft @BrennerMichael • #CMWorld
  66. Define Key Measures and Targets @BrennerMichael • #CMWorld
  67. 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 @BrennerMichael • #CMWorld
  68. @BrennerMichael • #CMWorld
  69. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael • #CMWorld
  70. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, authoritative voices, build community Outcome: The largest source of inbound leads. @BrennerMichael • #CMWorld
  71. 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. @BrennerMichael • #CMWorld
  72. 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+ @BrennerMichael • #CMWorld
  73. Casper’s Van Winkles @BrennerMichael • #CMWorld
  74. Red Bull's Red Bulletin “Turning brand love into can love.” Lessons for Brands: • Take the buzz phrase "act like a publisher" literally. • Divert paid media dollars to earned and owned value • Build in-house production resources @BrennerMichael • #CMWorld
  75. @BrennerMichael • #CMWorld
  76. A Successful Content Marketing Strategy Key Takeaways: 1. Commit to publishing content that your customers actually want 2. Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use 3. Start publishing content 4. Distribute the winners (paid, email and organic social) 5. Measure and optimize what works 6. Thank Michael Brenner . . . (Your Welcome!) jk @BrennerMichael • #CMWorld
  77. @BrennerMichael • #CMWorld
  78. Michael Brenner Head of Strategy NewsCred @BrennerMichael • #CMWorld

Editor's Notes

  • Ant that can be your brand
  • Not only are we going to give you tips and tricks but also make it very practical
  • 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
  • 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.
  • 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.
  • The formal definition of content marketing.

    NOT advertising or PR – important

    About helping your customers answer those questions in the journey they’re taking

    Owned media – its specifically content that lives on a brand owned media.
  • Core components the way we need to think. We need to think different.
  • Effective content marketers are 5 times more likely to have a DOCUMENTED content strategy.

  • Why you are in business and what value you’re providing? Establish your own why.

    How are you going to achieve that goal?

    Most brands make the mistake of jumping into the pool of what. What am I going to publish? But they haven't thought it through.
  • 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

  • These are not all necessarily people, but instead responsibilities. One of my first hires was a curator. Someone who finds and repurposes the best content from around the web. Look at what your audience is interested in.

    SEO on the other hand, understand what kind of content you need to create.
  • 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.
  • 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.
  • 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.
  • 94% of all the content we were creating was for late and middle stages. Most of the content we made was promotional…why we were better.

    However, more people are in the early stage, so we were completely upside down.
  • 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
  • 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.


  • Tracking over the course of a year.
  • Are we gaining traffic from organic and social. Up and to the right.
  • 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.


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