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Content Marketing Strategy
The document discusses content marketing strategies that companies commonly employ but that often fail to achieve goals. It notes that an effective content strategy involves defining goals, targeting the right audiences and influencers, and creating experiences that earn familiarity, likability, and trust. The strategy should also consider where the target audience spends time online and compare the ROI of content marketing to other marketing investments. Two examples of successful content strategies are provided.
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Content Marketing Strategy
- 1. The Strategic Sideof Content Marketing bit.ly/mozcontentstrategy Rand Fishkin
- 2.
- 3. We Need toAcquire Customers!
- 4. Ooo! Let’s TrySearch Engines!
- 5. Buying These Keywordsis Really Expensive
- 6. We Need Someof that SEO Magic! SO MANY FREE CLICKS…
- 7. Time to GetSome Links
- 8. But We GottaKeep it White Hat
- 9. We’ll Start withSome Article Marketing
- 10. Then Some GuestBlogging
- 11.
- 12. Link Request Outreachto a Few Sites
- 13. Submit to Onlythe “High Quality” Directories
- 14. Sponsor Events &Charities to Get Some Links
- 15. Send a FewPress Release Blasts
- 16. Get Our Partnersto Link to Us
- 17. Do Some Advertisingthat Leads to Links
- 18.
- 19. Getting Links isReally Hard.
- 20. You Know WhoHas It Easy? Bloggers!
- 21. They Just GetLinks Pouring In for Nothing!
- 22. Let’s Start aBlog!
- 23. Yeah, and We’llDo Some Clever Graphics
- 24. Then Launch SomeLinkbait!
- 25. Ugh, I ThoughtThis Would Be Easier
- 26. Despite All ThatEffort, Our Linkbait Only Got Only 5 Links
- 27. These Blog PostsAren’t Getting Us Anywhere
- 28.
- 29. Let’s Just Outsourceour Link Building
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- 35.
- 36. Content’s a GreatWay for Us to Get Traffic
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- 40. We Made aFew Free Calculators & Tools
- 41. And Some How-ToVideos
- 42. They Bring ina Lot of Visits from Search
- 43. And From SocialMedia
- 44. And Get Sharedand Linked-to All Over the Web
- 45. But the ConversionRate Sucks
- 46. We Need toWork on CRO & Improving Our Funnel
- 47. Let’s Make theCalls-to-Action More Obvious
- 48. And Enforce EmailCollection to Access Content
- 49. So We CanMarket to These Users Later
- 50. It’s Not Greatfor the User Experience
- 51. And It HurtsViral Sharing
- 52. But We Needthis Content to Carry Its Weight
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- 55.
- 56. Conversion Rate GoesUp, But Total Conversions Fall
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- 59. Strategy ≠ A Listof Content You Think Will “Go Viral”
- 60. Strategy ≠ A Listof Tactics to Get You More Links
- 61. Strategy ≠ A Listof Influencers/Publications You Want Mentioning Your Brand
- 62. So… What ISa “Content Marketing Strategy”
- 63. Step 1: Step 2: Step 3: Build a Product Acquire Customers Profit ?
- 64. Step 1: Step 2: Step 3: Build a Product Acquire Customers Profit ? Content Marketing is ONE Way to Solve Step 2.
- 65. Step 1: Step 2: Step 3: Build a Product Acquire Customers Profit ? Content Marketing STRATEGY is the plan of action that will achieve this goal.
- 66.
- 67. You can builda great content strategy by answering a few challenging questions.
- 68. What Are YourUltimate Goals?
- 69. AKA: Why DoYou Invest in Marketing? Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar
- 70. Usually, It’s One(or More) of These: Traffic Awareness Sales / Retention Conversions
- 71. Who Do YouNeed to Reach to Achieve That Goal?
- 72. Where is ThisTarget Group on the Web Today? Users: 1B+ 900mm 500mm 150mm 150mm+ (blogosphere) 130mm 50mm 250mm+ 250mm+ Users: (print media) (TV media) 35mm 25mm 20mm 20mm 14mm
- 73. Who/What Influences YourTarget Group?
- 74. What Experiences Will Earn the Impact You Need:
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- 78. And, Secondarily, What’sGoing to Earn You the Metrics You Need.
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- 82.
- 83. Will These InvestmentsHave a Better ROI Than Other Marketing Investments (i.e. paid media)?
- 84. Great answers tothese questions will almost always yield a great content marketing strategy.
- 85.
- 86.
- 87. Goal: Build awareness & Influencers: Wall Street Journal, acquire customers for bloggers, data viz Tableau’s software aficionados Who: Business analysts, Experience: Beautiful, usable UX. entrepreneurs, big data Interactive e.g. owners, Excel junkies Meaningful insights. Where: Press, Search, Social, ROI Comparison: Blogosphere, Brand advertising = too Tradeshows shotgun, too expensive
- 88.
- 89. Goal: Build awareness in the Influencers: Facebook friends, highly competitive NYC colleagues, family criminal law field Who: Anyone who might Experience: Enjoyable to read, influence anyone who’s easy to get through, ever arrested high quality info Where: Social, Blogosphere, ROI Comparison: Press, Search Paid search = too expensive, won’t reach the referral audience
- 90. Checklist Marketing Goal(s) Target Customer TargetChannels Influencers Experience to Deliver ROI Comparison
- 91. 5 Recommendations To ImproveYour Strategy
- 92. #1: Invest fora 5 Year ROI This is when Geraldine started her blog
- 93. #1: Invest fora 5 Year ROI This is where most people give up
- 94. #1: Invest fora 5 Year ROI 4,000+ visits/day the last 3 months
- 95. #2: Don’t “Target”Influencers; Involve Them
- 96. #3: Great ArtistsSteal Via: http://www.bbc.co.uk/news/health-18770328
- 97. #3: Great ArtistsSteal Via: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg
- 98. #4: Expand YourDefinition of “Content”
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- 106.
- 107. Your Site’s “Boring”Pages
- 108.
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- 115. Blogs Tweets Video Plugins UGC Comments Comics Slide Decks Products Photos Infographics Animations CONTENT MARKETING! Services (aka anything you produce to earn awareness, likability & trust) UI Elements Physical Space APIs Print Material Ads Press Tools Events PDFs Food Data Platforms
- 116. #5: Choose ShortMen (and Tall Women) Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
- 117. One My FavoriteContent Marketing Examples
- 118. Goal: Build awareness of cancer Influencers: Seattle journalists, treatment center & earn mainstream media, support/donations friends & family Who: Northwest families and Experience: Emotional, positive, potential donors uncontroversial Where: Press, YouTube, ROI Comparison: social, search Brand advertising is an option and Children’s invests there today… This is an experiment.
- 119. News Headlines: YouTubeViews: Links & Shares:
- 120.
- 121. Download: bit.ly/mozcontentstrategy Rand Fishkin, SEOmoz