Positive feelings, useful informative information, better about a company that is not just pushing product but provides expert information. Over 50% of time spent online is spent with content Customer experience will overtake price by 2020 Makes customers feel closer to brands Brand engagement comes from the content provided not just because of the brand identity Millennials expect brands to develop content for them, with 80% wanting to be directly entertained through content marketing.
How many people here are just creating content on the go without a strategy? How many people here pay to have content created for them? (bloggers, writers, staff) How many people are curating existing content that others have created? How many people here at least have a social content calendar and strategy? How many people here have an overarching content strategy that sits above all of these elements?
Without personas to guide your decisions, you are more likely to revert to creating content around what you know best (your products and company) instead of around the information your audience is actively seeking.
Content marketers need an editorial plan, especially if they’re regularly creating new content. At the same time, you need to figure out lots of other things before you plot your content ideas on a calendar. If your content isn’t right (isn’t useful or relevant) for the people you hope to reach, those people won’t read it — let alone act on it. If you haven’t defined and prioritized your audiences, you can’t get your content to the right people because you don’t know who they are or where to find them. (Hint: The general public is no one’s audience.) . If you don’t understand your audiences’ questions or tasks, you don’t know when they need your content. If you can’t articulate measurable business goals as reasons for producing or sharing content, you’re probably wasting your business’ money. (“Engagement” alone is no reason to produce content; it’s rarely defined well enough to tie to meaningful business goals.)
We usually look at the Paid, Earned, Owned diagram for our media efforts, but it also works well in defining the types of content. *content created just for your brand, either licensed or created custom.
Content Marketing Strategy Presentation
“Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience – and, ultimately, to drive profitable
Content Marketing Institute
Content intent is to provide entertainment &
information that stands on its own merit
CONTENT MARKETING USES
a “pull” strategy that enhances the
consumer’s attitude towards the brand
“push” strategy with a specific call to action
“According to Gartner surveys, content is the most important thing marketers can do and
yet they’re unequipped to take it on from a skills and sourcing level.”
• [WHY?] Why is content important?
• [HOW]? How to develop a content marketing strategy?
• [WHAT]? What is the content that will be distributed?
• [WHERE]? Where can I distribute that content?
• [WHEN]? When is the appropriate time to use content vs.
other media – media mix.
• WHY are you creating the content?
• AUDIENCE you are creating content for?
• GOALS for what it will achieve?
= MISSION STATEMENT
Elicit the stakeholder support you need to position your
content marketing program for optimal success.
Mapping your content back to the Traveler Purchase Cycle
Audience: Develop Persona’s
• Demographics: Age, gender, education, occupation,
• Corporate altitude: CMO vs. search marketer (B2B)
• Psychographics: Goals, tasks, motivations
• Psychographic altitude: Strength of their beliefs
Audience: Persona Examples
GO FOR IT FAMILY ADVENTURE SEEKERS
• 36-50 Years
• HH1 @$200K
• Kids are older and engage at
• Mom makes decisions
• 7+ Trips / year, 2 big vacations,
• Activity centered travel
• Unique experiences, high end
• Desired experiences, leisure,
culture, and adventure
Nsight for Travel Persona’s
• 25-35 Years
• Moving up in career
• No family / young family
• 6+ trips yr, 2-3 trips around
• Frequently travels with other
• Active on social media, spends
time and money on interests
• Desired experiences: culture &
• To increase new travelers to our area, as well as
encourage return visitation that promotes social sharing
resulting in an increase in room nights and consumer
spending YOY resulting in positive economic impact.THINKIN
• To increase consideration for our destination with
“Adventure Seekers” and “Go For It Families” by creating
inspiring content that features unique experiences,
cultural activities, and adventure that drives overnight
stays and increased consumer spending resulting in a
positive economic impact.
Make strategic sense for the company
Make better use of the company’s time and money
Provide information the target audience can use
Positively influence client acquisition and retention (make more
Give content producers better direction when they’re creating content.
“Content marketing “planning” should be a continual process
that drives the ongoing optimization of your marketing
programs. And with a firm plan in place and understanding of
who YOU are, it’s time to focus externally.”
Build a framework
Identify customer journey
Align Content with business goals
Structuring your team resources
Set editorial guidelines
Setting editorial calendar
Creating channel plan
Building a Framework
• What is your organization poised to accomplish?
• What are the differentiating factors of your product or service?
• Who are the unique YOUs that differentiate your business?
• What is your organization best at providing?
• What needs do we have as a company, and can we use content marketing to ease
any existing pain points, or enhance existing marketing programs
• How much of an effort should we be making, and why?
want to be
• What will our program tactically look like (meaning, who will be involved, and what
roles with they play)?
• How will any plans affect existing programs? What key deliverables or milestones
will we aim to achieve within a specific time frame?
• Risks & Rewards
Identify Customer Journey &
Align with Business Goals
• To increase new travelers
to our area, as well as
encourage return visitation
that promotes social
sharing resulting in an
increase in room nights
and consumer spending
YOY resulting in positive
Define Objectives / KPI’s
“…the core goal of content marketing is to build
engaged audiences through the information and
experiences they value. It goes beyond just
optimizing a single click or purchase path, to
“Engaged audiences are far more likely to
consume and act upon messages, which ultimately
should help achieve the organization’s business
Adobe’s Loni Stark , Sr. Director of Product Marketing
VP of Marketing / CMO
CONTENT MARKETING EDITOR
Content Editor: responsible for how your company builds and fulfills its editorial plan.
• Content ideation and prioritization
• Content taxonomy / “developing buckets”
• Ability to find and manage writers
• Content workflow and scheduling
• Basic understanding of SEO and social optimization
• Editing capabilities
• Content repurposing
Scale Your Content Marketing Strategy
• Human-centric: Don’t do it alone! Hire writers /
• Content-centric: Curate what is already out there written
about you and cultivate it.
• Technology-centric: Use a content marketing software to
streamline your efforts.
On average, you should be publishing 75% of your own content, and 25%
• Develop Your Brand Story
• Targeting customers throughout the traveler purchase cycle -
Prospecting vs. Reporting
• Determine Your Distribution Channels
• Paid Content Distribution (In-Feed, Influencer, Amplification, etc.)
• Owned Distribution (Social, Web, Email)
• Devices – mobile, tablet, desktop
• Develop Calendar
• Develop Your Editorial Calendar
• Create, cultivate, and curate
Editorial Calendar Inclusion
• Blog post title
• Social media update copy
• Target audiences - Persona’s
• Editor / Approver
• Purchase cycle (Awareness, Inspiration, Consideration, Activation,
• Marketing Message Tone (Prospecting / Reporting)
• Draft due date
• Primary keywords (5-10)
• Categories (LEISURE, MEETINGS, ANCILLARY)
• Supporting image(s)
• Other supporting media (image, video, podcast)
• Embed in other resource kits or publications (digital travel guide,
• Possible whitepaper (y/n)
• Client testimonial / graphics
Skills to the TEST!
• Prospecting or Reporting:
• Traveler Purchase Cycle Segment:
• Where could I place this:
Content Creation & Curation
• In-House Content
• Hired Content Creators –
• Tech Platform
• Curated Content
• Consider utilizing technology
partners such as Scoop.it,
B2B – Meetings
Expert Interviews, Webinars,
Google Hangouts, Case
Studies, Q & A Sessions,
B2C - Leisure
Contest / Giveaways,
Quizzes, Live Reporting
(tweet, periscope, etc.), Social
Media Chats, Video,
Microvideos, Surveys Polls,
Experiences, UGC, Lists
[WHERE] : Types of Content Distribution
PAID: Endemic In-Feed
An endemic in-feed ad
Written by publisher, or 3rd party
managing publisher native.
Does not link off, links to publisher
PAID: Linked In-Feed
A linked in-feed ad
In Publisher’s normal content
Link off of the site
Sold with a guarantees
placement (clicks) or CPM ;
measured by conversions,
An in-feed ad that is in a publishers
normal content stories - allows
individual to play, read, view , or
watch without leaving to a separate
page; broad page targeting measured
on brand metrics - integration and
Found above the organic search
results, look exactly like the
surrounding results, link to a page like
the organic results, has been sold
with a guaranteed placement,
measured on conversion metrics
website visits, time on site,
PAID: Recommendation Widget
Widget unit is integrated into the main
page, does not mimic the appearance
of the editorial content feed, links to
the page off the site, not been sold
with a guaranteed placement, & is
measured on brand metrics such as
interaction and brand lift
PAID: Promoted Listings
Similar to recommendation
units, promoted listings are ads
designed to promote products
based on a user’s browsing
Not contained. Does not fit into
any one category
Image by Raphaëlle RIDARCH via flickr
that allows for
[WHEN] Right Place, Right Time
Timing is key!
• Plan ahead
• Think about the PULL vs. the PUSH
• PULL content can be calendar can be worked on in
• PUSH content may occur after the event occurs
• Make sure that you are using a sequential remarketing
strategy – thinking about how your marketing messages
will resonate with consumers.
Ad+genuity Marketing Solutions, Inc.
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