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
That’s for one piece ofcontent for one audience…
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?
THE THREE CORE CONTENTMARKETING TASKS Promotion Content Structure
THE FIRST CORE CONTENTMARKETING TASK: STRUCTURE Structure
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?
RECOMMENDED TIMINGS One month to make One year to drive then reassess
LOOK FOR A RELENTLESS, DETAIL-ORIENTED ENGINEER TO RUN THIS.In short, an astronaut (ideally, David Bowman)
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 Creative Briefing Production Atomisation Implementation Post –Op Assessment
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 creation
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
MAPPING PROMOTION TOCONTENT CREATION Tune content to channels Launch timing Ongoing channel support Post-launch Wrap-up / Thank yous
Promotion >> Content + Structure Successful promotion feeds back into better content and structure
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 starters…)