Successfully reported this slideshow.
THE STICKY,RUMBLING,CHAOTIC,TOWERING ANDPUZZLING MESS(THAT IS CONTENTMARKETING)
CONTENT MARKETINGTHEORY = EASY                    $Content   People    Sales
CONTENT MARKETINGPRACTICE = HARD
CONTENT MARKETINGPRACTICE EXAMPLE: EBOOK                                                                     PPC?      tag...
That’s for one piece ofcontent for one audience…
ADDITIONAL CONTENTMARKETING COMPLICATIONSTeam skillsWhat can our own people do?Agency capabilitiesWhat makes sense for whi...
THE THREE CORE CONTENTMARKETING TASKS                   Promotion       Content       Structure
THE FIRST CORE CONTENTMARKETING TASK: STRUCTURE       Structure
Establish it.Drive it.Reassess it (yearly).
STRUCTUREQUESTIONS TO ANSWER•   What are our key channels?•   How will we measure our key channels?•   What are we going t...
RECOMMENDED TIMINGS            One month to make              One year to drive   then                                  re...
LOOK FOR A RELENTLESS, DETAIL-ORIENTED ENGINEER TO RUN THIS.In short, an astronaut (ideally, David Bowman)
Structure’s the onlything that’s onceand done.(Everything else willrequire constant effort.)
THE SECOND CORE CONTENTMARKETING TASK: CONTENT       Content
Content creationdoesn’t scale.(But the more youdo it, the quicker andeasier it gets).
EIGHT STEPS TO CONTENTCREATIONContentStrategy      Campaign       Creation                Planning                       C...
The success of each stepdepends on the success ofthe previous step(and nothing’s real untilit’s done and measured).
Ideally, the content teamwill be intimately familiarwith the content marketingstructure (that first task).
THE THIRD CORE CONTENTMARKETING TASK: PROMOTION             Promotion
PromotionContent            Successful promotion rests on,            and is fully integrated with,            content cre...
MAPPING PROMOTION TO  CONTENT CREATIONWho influencesour channels?What’s hot ontheir agendas?         Select paid         a...
MAPPING PROMOTION TOCONTENT CREATION       Tune content       to channels              Launch timing                      ...
Promotion >> Content + Structure                  Successful promotion feeds back                  into better content and...
CONCLUSION   In practice, content   marketing is an incredibly   intricate and challenging   business.
But, with a littleorganization, it doesn’thave to be painful.And it can be veryrewarding.
Successful contentmarketing gives you:• Great SEO• Boost to traffic• Boost to conversions• Boost to sales• (just for start...
www.velocitypartners.co.uk@velocitytweets
Upcoming SlideShare
Loading in …5
×

The sticky, rumbling, chaotic, towering and puzzling mess (that is content marketing)

1,190 views

Published on

Content marketing is easy, in principle. In practice it's another story. Three core functions to nail down...

Published in: Business
  • Be the first to comment

The sticky, rumbling, chaotic, towering and puzzling mess (that is content marketing)

  1. 1. THE STICKY,RUMBLING,CHAOTIC,TOWERING ANDPUZZLING MESS(THAT IS CONTENTMARKETING)
  2. 2. CONTENT MARKETINGTHEORY = EASY $Content People Sales
  3. 3. CONTENT MARKETINGPRACTICE = HARD
  4. 4. CONTENT MARKETINGPRACTICE EXAMPLE: EBOOK PPC? tag tag tag Email Follow-up Linkedin SEO/UX ads Email Social Database Landing page tag SEO/UX Social Display adsInfluencer tag outreach Blog Persona CMS posts eBook Positioning Messaging Campaign reporting Cross- Guest Marketing Automation promotion posts Analytics
  5. 5. That’s for one piece ofcontent for one audience…
  6. 6. ADDITIONAL CONTENTMARKETING COMPLICATIONSTeam skillsWhat can our own people do?Agency capabilitiesWhat makes sense for which agencies to do?InternalWho else needs to be involved?Sales? Legal? HR?
  7. 7. THE THREE CORE CONTENTMARKETING TASKS Promotion Content Structure
  8. 8. THE FIRST CORE CONTENTMARKETING TASK: STRUCTURE Structure
  9. 9. Establish it.Drive it.Reassess it (yearly).
  10. 10. STRUCTUREQUESTIONS TO ANSWER• What are our key channels?• How will we measure our key channels?• What are we going to measure?• How will we report what we’ve measured?• What are the stages of our buyer journey?• How will we escalate our leads?• What’s the schedule for content?• Who owns the schedule? The analytics?• What are our keywords?• How will we determine success?• When will sales get a lead?
  11. 11. RECOMMENDED TIMINGS One month to make One year to drive then reassess
  12. 12. LOOK FOR A RELENTLESS, DETAIL-ORIENTED ENGINEER TO RUN THIS.In short, an astronaut (ideally, David Bowman)
  13. 13. Structure’s the onlything that’s onceand done.(Everything else willrequire constant effort.)
  14. 14. THE SECOND CORE CONTENTMARKETING TASK: CONTENT Content
  15. 15. Content creationdoesn’t scale.(But the more youdo it, the quicker andeasier it gets).
  16. 16. EIGHT STEPS TO CONTENTCREATIONContentStrategy Campaign Creation Planning Creative Briefing Production Atomisation Implementation Post –Op Assessment
  17. 17. The success of each stepdepends on the success ofthe previous step(and nothing’s real untilit’s done and measured).
  18. 18. Ideally, the content teamwill be intimately familiarwith the content marketingstructure (that first task).
  19. 19. THE THIRD CORE CONTENTMARKETING TASK: PROMOTION Promotion
  20. 20. PromotionContent Successful promotion rests on, and is fully integrated with, content creation
  21. 21. MAPPING PROMOTION TO CONTENT CREATIONWho influencesour channels?What’s hot ontheir agendas? Select paid and earned media channels Contact bloggers and channel owners Query for willingness to participate
  22. 22. MAPPING PROMOTION TOCONTENT CREATION Tune content to channels Launch timing Ongoing channel support Post-launch Wrap-up / Thank yous
  23. 23. Promotion >> Content + Structure Successful promotion feeds back into better content and structure
  24. 24. CONCLUSION In practice, content marketing is an incredibly intricate and challenging business.
  25. 25. But, with a littleorganization, it doesn’thave to be painful.And it can be veryrewarding.
  26. 26. Successful contentmarketing gives you:• Great SEO• Boost to traffic• Boost to conversions• Boost to sales• (just for starters…)
  27. 27. www.velocitypartners.co.uk@velocitytweets

×