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Content Marketing Overview

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From planning to execution, this is what you need to know to build a cohesive content plan

Published in: Marketing
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Content Marketing Overview

  1. 1. www.roundpeg.biz | 317.569.1396 | @roundpeg COMMUNICATE WITH CONTENT
  2. 2. www.roundpeg.biz | 317.569.1396 | @roundpeg LORRAINE BALL • Recovering corporate exec • Owner, Roundpeg – www.roundpeg.biz • Instructor, Uindy • Amateur photographer – www.lorraineball.com
  3. 3. www.roundpeg.biz | 317.569.1396 | @roundpeg AT ITS CORE, MARKETING IS ABOUT GETTING RESULTS.
  4. 4. www.roundpeg.biz | 317.569.1396 | @roundpeg WHY FOCUS ON CONTENT? of purchase decisions are made before a customer talks to a supplier of people will manage relationship with an enterprise w/o interacting with a human.
  5. 5. www.roundpeg.biz | 317.569.1396 | @roundpeg CUSTOMERS ARE SOCIAL 33% of users prefer to contact brands through social media rather than by phone Source: Spout Social
  6. 6. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT MARKETING IS: Strategic marketing approach designed to attract and retain a clearly-defined audience. Focused on creating and distributing valuable, relevant, and consistent content to ultimately drive customer action.
  7. 7. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT MARKETING IS: Strategic marketing approach designed to attract and retain a clearly-defined audience. Focused on creating and distributing valuable, relevant, and consistent content to ultimately drive customer action.
  8. 8. www.roundpeg.biz | 317.569.1396 | @roundpeg STRATEGIC Objectives, Timeline & Metrics
  9. 9. www.roundpeg.biz | 317.569.1396 | @roundpeg CLEARLY DEFINED AUDIENCE Demographics vs Pyschographics
  10. 10. www.roundpeg.biz | 317.569.1396 | @roundpeg BUILD A PERSONA
  11. 11. www.roundpeg.biz | 317.569.1396 | @roundpeg BUILD A PERSONA • http://optinmonster.com/how-to- create-a-concrete-buyer-persona- with-templates-examples/
  12. 12. www.roundpeg.biz | 317.569.1396 | @roundpeg RELEVANT MESSAGES • Position statement • Key benefits • Pain points • Common questions • How to take action
  13. 13. www.roundpeg.biz | 317.569.1396 | @roundpeg WHERE IS YOUR AUDIENCE
  14. 14. www.roundpeg.biz | 317.569.1396 | @roundpeg CREATE AND DISTRIBUTE Content Calendar: Themes, Messages & Channels
  15. 15. www.roundpeg.biz | 317.569.1396 | @roundpeg VIRTUOUS CYCLE 15 Facebook LinkedIn Twitter Pinterest
  16. 16. www.roundpeg.biz | 317.569.1396 | @roundpeg Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Theme BLOGS: Blog Topic Blog Topic Feature Product / Service Employee Interview Content Roundup Email Topic Email Topic New Landing Page Offer Rotating Images for FB Image 1 Image 2 Image 3 Image 4 Image 5 Specialized Pins Social Media Ad Budget Target Duration Topic Image / Offer Podcast / Video Presentation Promotion or Contest Events Polls/ Survey/Quiz
  17. 17. www.roundpeg.biz | 317.569.1396 | @roundpeg VALUABLE & RELEVANT
  18. 18. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT TYPES • Blog • Newsletter • Images • Video / Podcast • Status Update • Resources • Social Ads • Polls / Quiz / Contest • Events • User Generated
  19. 19. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT IDEAS ARE EVERYWHERE • What do you have already – Gather all your assets – Quantitative inventory & qualitative assessment • Listen – To your constituents, employees and competitors • Keep a running list – Frequently asked questions – Industry trends and regulation
  20. 20. www.roundpeg.biz | 317.569.1396 | @roundpeg BLOG BASICS
  21. 21. www.roundpeg.biz | 317.569.1396 | @roundpeg BLOG BASICS • 500 words minimum • One key word/topic • Next step • Title | Meta Description | Image
  22. 22. www.roundpeg.biz | 317.569.1396 | @roundpeg THE POWER OF THE ROUNDUP • Links – Both internal and external • Single topic authority • Gives you creative break
  23. 23. www.roundpeg.biz | 317.569.1396 | @roundpeg STAY INFORMED • Check the news • Read blogs and social media • Look in your inbox • Use Google alerts • Subscribe to email lists 23
  24. 24. www.roundpeg.biz | 317.569.1396 | @roundpeg CREATE OR CURATE? • Curate – Only if you add your prospective • All Content is not Equal – Syndicated content typically lower quality with little SEO value – Outsourced writers - good ones are expensive, cheap ones are bad – User generated content can be inconsistent
  25. 25. www.roundpeg.biz | 317.569.1396 | @roundpeg POWER OF GROUP POSTS • External links • Fresh ideas • Compound social reach
  26. 26. www.roundpeg.biz | 317.569.1396 | @roundpeg WE TRUST USG • 68% leisure travelers research online • 85% consumers more likely to spend when online recommendations support offline advice4. • A one-star increase in Yelp rating leads to a 5-9% increase in revenue.
  27. 27. www.roundpeg.biz | 317.569.1396 | @roundpeg CROWD SOURCING • Authenticity you can’t fake • Ideas you would never have had • Engagement
  28. 28. www.roundpeg.biz | 317.569.1396 | @roundpeg AUTHENTICITY YOU CAN’T FAKE
  29. 29. www.roundpeg.biz | 317.569.1396 | @roundpeg IDEAS YOU WOULD NEVER HAVE
  30. 30. www.roundpeg.biz | 317.569.1396 | @roundpeg ENGAGEMENT
  31. 31. www.roundpeg.biz | 317.569.1396 | @roundpeg NEWSLETTER TIPS
  32. 32. www.roundpeg.biz | 317.569.1396 | @roundpeg NEWSLETTER BASICS • 250 – 500 words • One call to action • Mobile responsive • Objective #1 get reader to open – Send at the right time – Compelling subject line
  33. 33. www.roundpeg.biz | 317.569.1396 | @roundpeg SUBJECT LINES • Short and sweet • Entertain, tease, warn, or inform • Ask a question, make a reader think • Top appeal • Go negative
  34. 34. www.roundpeg.biz | 317.569.1396 | @roundpeg MY FAVORITE HEADLINE Headless body found in topless bar
  35. 35. www.roundpeg.biz | 317.569.1396 | @roundpeg IMAGES Say Goodbye to Irrelevance
  36. 36. www.roundpeg.biz | 317.569.1396 | @roundpeg NO MORE CHEESY STOCK PHOTOS
  37. 37. www.roundpeg.biz | 317.569.1396 | @roundpeg SOCIAL MEDIA Mostly Facebook
  38. 38. www.roundpeg.biz | 317.569.1396 | @roundpeg WHY FACEBOOK?
  39. 39. www.roundpeg.biz | 317.569.1396 | @roundpeg Low volume/high value Minimum: 3 X per week Maximum: 10 X per week Quality vs. quantity FACEBOOK BASICS 39
  40. 40. www.roundpeg.biz | 317.569.1396 | @roundpeg FACEBOOK BEST PRACTICE Get likes, shares, comments Entertain, invite conversation, ask questions 50% Be useful & informative Hints + tips, interesting articles and links, 30% About your business Calls to action. Learn More. 20%
  41. 41. www.roundpeg.biz | 317.569.1396 | @roundpeg INCREASE REACH • Tag, tag, tag • Interact with others • Share to personal pages • 30 minute response time
  42. 42. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT TYPES
  43. 43. www.roundpeg.biz | 317.569.1396 | @roundpeg FACEBOOK IS A VISUAL MEDIUM • Post with image will get 120% more engagement than text
  44. 44. www.roundpeg.biz | 317.569.1396 | @roundpeg IMAGE TIPS • Best Size: 1200 px wide by 630 px tall • Keep relevant content away from edge
  45. 45. www.roundpeg.biz | 317.569.1396 | @roundpeg IMAGES FOR ADS VS STATUS UPDATES
  46. 46. www.roundpeg.biz | 317.569.1396 | @roundpeg 20% TEXT RULE FOR ADS
  47. 47. www.roundpeg.biz | 317.569.1396 | @roundpeg MORE IS BETTER • Albums and multiple images get up to 180% more engagement than text
  48. 48. www.roundpeg.biz | 317.569.1396 | @roundpeg MULTIPLE IMAGES COLLAGE VS ALBUM • Multiple images: – 3 gives best interaction • One time topic: – Use image upload • Return topic: – Create an album
  49. 49. www.roundpeg.biz | 317.569.1396 | @roundpeg SLIDE SHOW • Higher reach and engagement • Ideal if you want to grow fans
  50. 50. www.roundpeg.biz | 317.569.1396 | @roundpeg CAROUSEL • Higher click through • Good to tell sequential story • Ideal to drive web traffic
  51. 51. www.roundpeg.biz | 317.569.1396 | @roundpeg FACEBOOK LIVE • Promote before you broadcast • Prepare and practice – Live & spontaneous doesn’t mean sloppy • Set phone in airplane mode • Make it personal and fun • Optimize the recording – Post show views may exceed live) • Analyze Results
  52. 52. www.roundpeg.biz | 317.569.1396 | @roundpeg THE NOTE • Facebook blog tool • Link to other content • Boost not available
  53. 53. www.roundpeg.biz | 317.569.1396 | @roundpeg TWITTER High volume/low value Minimum: 5 X per day Maximum: none Quantity is key
  54. 54. www.roundpeg.biz | 317.569.1396 | @roundpeg TWITTER TIPS • Twitter is about what’s happening now • Use lists to follow groups of people and conversations • Use tools • Mix scheduled and live content • Repeat content • #hashtags – Plan ahead – Reasearch – Use consistently
  55. 55. www.roundpeg.biz | 317.569.1396 | @roundpeg START NOW
  56. 56. www.roundpeg.biz | 317.569.1396 | @roundpeg QUESTIONS? www.roundpeg.biz 317.569.1396

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