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CONTENT MARKETING
“Content marketing is a strategic marketing approach
focused on creating and distributing valuable, rele...
Content intent is to provide entertainment &
information that stands on its own merit
CONTENT MARKETING USES
a “pull” stra...
“According to Gartner surveys, content is the most important thing marketers can do and
yet they’re unequipped to take it ...
Agenda
• [WHY?] Why is content important?
• [HOW]? How to develop a content marketing strategy?
• [WHAT]? What is the cont...
• PREPAREWHY
• PLANHOW
• CREATEWHAT
• PLACEWHERE
• TIMEWHEN
Action Items
[WHY] Content
• Build loyal, trusting relationships between brands and
consumers.
• Dominates consumers’ online experience...
Status Check?
[HOW]? Prepare
• WHY are you creating the content?
+
• AUDIENCE you are creating content for?
+
• GOALS for what it will a...
Why?
Mapping your content back to the Traveler Purchase Cycle
THINKIN
G
THINKING
[HOW]
Audience: Develop Persona’s
• Demographics: Age, gender, education, occupation,
geography, language
• Corporate altitude: ...
Audience: Persona Examples
GO FOR IT FAMILY ADVENTURE SEEKERS
• 36-50 Years
• HH1 @$200K
• Kids are older and engage at
pa...
Goals:
• To increase new travelers to our area, as well as
encourage return visitation that promotes social sharing
result...
Mission Statement
• To increase consideration for our destination with
“Adventure Seekers” and “Go For It Families” by cre...
[HOW]? Plan
“Content marketing “planning” should be a continual process
that drives the ongoing optimization of your marke...
Planning Steps
Build a framework
Identify customer journey
Align Content with business goals
Structuring your team res...
Building a Framework
Who you
are
• What is your organization poised to accomplish?
• What are the differentiating factors ...
Identify Customer Journey &
Align with Business Goals
• To increase new travelers
to our area, as well as
encourage return...
Define Objectives / KPI’s
“…the core goal of content marketing is to build
engaged audiences through the information and
e...
Resources
VP of Marketing / CMO
CONTENT MARKETING EDITOR
Public
Relations
Earned
Email
Marketing
Owned
Webmaster
Owned
Soc...
Content Editor
Skill Set:
• Content ideation and prioritization
• Content taxonomy / “developing buckets”
• Ability to fin...
Content Guidelines
[HOW]
Set Editorial Calendar
Editorial Calendar Management Tools:
• Google Docs
• HubSpot – Free Editorial Calendar Download (*b...
Scale Your Content Marketing Strategy
• Human-centric: Don’t do it alone! Hire writers /
freelancers
• Content-centric: Cu...
Where do you start?
[WHAT]? Publish
• Develop Your Brand Story
• Targeting customers throughout the traveler purchase cycle -
Prospecting vs. ...
Editorial Calendar Inclusion
• Blog post title
• Social media update copy
• Target audiences - Persona’s
• Author
• Editor...
Skills to the TEST!
• Persona:
• Prospecting or Reporting:
• Traveler Purchase Cycle Segment:
• Targeting:
• Where could I...
Content Creation & Curation
WHO
• In-House Content
Creators
• Hired Content Creators –
bloggers, writers
• Tech Platform
•...
[WHERE] : Types of Content Distribution
PAID
Endemic In-Feed
Linked-In Feed
In-Feed
Paid Search
Amplification
Promoted Lis...
PAID: Endemic In-Feed
An endemic in-feed ad
Written by publisher, or 3rd party
managing publisher native.
Does not link of...
PAID: Linked In-Feed
A linked in-feed ad
In Publisher’s normal content
Promotional ad;
Link off of the site
Sold with a gu...
PAID: In-Feed
An in-feed ad that is in a publishers
normal content stories - allows
individual to play, read, view , or
wa...
PAID: Search
Found above the organic search
results, look exactly like the
surrounding results, link to a page like
the or...
PAID: Recommendation Widget
Widget unit is integrated into the main
page, does not mimic the appearance
of the editorial c...
PAID: Promoted Listings
AMAZON FOURSQUAR
E
ETS
Y
GOOGLE YELP
Similar to recommendation
units, promoted listings are ads
de...
PAID: Custom
FLIPBOAR
D
TUMBL
R
HEARS
T
SPOTIF
Y
PANDORA
Not contained. Does not fit into
any one category
IAB.com
[WHERE]
EARNED: Curated
Image by Raphaëlle RIDARCH via flickr
[WHERE]
EARNED: Social Sharing
[WHERE]
OWNED: Web, Blog, Social
[WHERE]
OWNED: Email
JEBBIT: cross
-device
marketing tool
that allows for
personalized
customer
customer
engagement
that drives
ac...
[WHEN] Right Place, Right Time
Timing is key!
• Plan ahead
• Think about the PULL vs. the PUSH
• PULL content can be calen...
THANK YOU!
Tania Leichliter
Ad+genuity Marketing Solutions, Inc.
www.adgenuityinc.com
tania@adgenuityinc.com
Want this pre...
Content Marketing Strategy Presentation
Content Marketing Strategy Presentation
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Content Marketing Strategy Presentation

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Content Marketing Strategy Presentation

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Content Marketing Strategy Presentation

  1. 1. CONTENT MARKETING “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 customer action.” Content Marketing Institute
  2. 2. 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 VS. “push” strategy with a specific call to action
  3. 3. “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.” Source: www.gartner.com
  4. 4. Agenda • [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.
  5. 5. • PREPAREWHY • PLANHOW • CREATEWHAT • PLACEWHERE • TIMEWHEN Action Items
  6. 6. [WHY] Content • Build loyal, trusting relationships between brands and consumers. • Dominates consumers’ online experiences. • Creates engaging experiences • Motivates consumers to take action • Entertaining • Digital Ad Blocking changing the online ad landscape • Display Advertising exhaustion
  7. 7. Status Check?
  8. 8. [HOW]? Prepare • 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. THINKIN G THINKING
  9. 9. Why? Mapping your content back to the Traveler Purchase Cycle THINKIN G THINKING [HOW]
  10. 10. Audience: Develop Persona’s • Demographics: Age, gender, education, occupation, geography, language • Corporate altitude: CMO vs. search marketer (B2B) • Psychographics: Goals, tasks, motivations • Psychographic altitude: Strength of their beliefs [HOW]
  11. 11. Audience: Persona Examples GO FOR IT FAMILY ADVENTURE SEEKERS • 36-50 Years • HH1 @$200K • Kids are older and engage at parent level • Mom makes decisions • 7+ Trips / year, 2 big vacations, 5 getaways • Activity centered travel • Unique experiences, high end activities • Desired experiences, leisure, culture, and adventure Nsight for Travel Persona’s • 25-35 Years • Moving up in career • No family / young family • HHI@$100K • 6+ trips yr, 2-3 trips around authentic experiences • Frequently travels with other individual travelers • Active on social media, spends time and money on interests • Desired experiences: culture & adventure motivation THINKIN G THINKING [HOW]
  12. 12. 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 economic impact.THINKIN G THINKING [HOW]
  13. 13. Mission Statement • 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 money) Give content producers better direction when they’re creating content. [HOW]
  14. 14. [HOW]? Plan “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.” LOFTY IDEA FULLY FUNCTIONAL PLANNING
  15. 15. Planning Steps Build a framework Identify customer journey Align Content with business goals Structuring your team resources Set editorial guidelines Setting editorial calendar Creating channel plan PLANNING [HOW]
  16. 16. Building a Framework Who you are • 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? Where you are • 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? Where you 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 [HOW]
  17. 17. 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 economic impact. [HOW]
  18. 18. 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 generating loyalty.” “Engaged audiences are far more likely to consume and act upon messages, which ultimately should help achieve the organization’s business goals.” Adobe’s Loni Stark , Sr. Director of Product Marketing [HOW]
  19. 19. Resources VP of Marketing / CMO CONTENT MARKETING EDITOR Public Relations Earned Email Marketing Owned Webmaster Owned Social Media Owned Paid Earned Marketing Manager Paid Content Editor: responsible for how your company builds and fulfills its editorial plan. [HOW]
  20. 20. Content Editor Skill Set: • 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 • Measurement [HOW]
  21. 21. Content Guidelines [HOW]
  22. 22. Set Editorial Calendar Editorial Calendar Management Tools: • Google Docs • HubSpot – Free Editorial Calendar Download (*blog) • Marketing AI • Coschedule • Vertical Measures – Free Editorial Calendar • Scoop.it – Content Curation • Rockthedeadline – Content Curation [HOW]
  23. 23. Scale Your Content Marketing Strategy • Human-centric: Don’t do it alone! Hire writers / freelancers • 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% curated content. [HOW]
  24. 24. Where do you start?
  25. 25. [WHAT]? Publish • 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 • Create, cultivate, and curate [WHAT]
  26. 26. Editorial Calendar Inclusion • Blog post title • Social media update copy • Target audiences - Persona’s • Author • Editor / Approver • Purchase cycle (Awareness, Inspiration, Consideration, Activation, Travel, Relive) • 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, packing lists) • Syndication • Possible whitepaper (y/n) • Client testimonial / graphics [WHAT]
  27. 27. Skills to the TEST! • Persona: • Prospecting or Reporting: • Traveler Purchase Cycle Segment: • Targeting: • Where could I place this:
  28. 28. Content Creation & Curation WHO • In-House Content Creators • Hired Content Creators – bloggers, writers • Tech Platform • Curated Content • Consider utilizing technology partners such as Scoop.it, Trap.it, Curata, Rockthedeadline TYPES B2B – Meetings Expert Interviews, Webinars, Google Hangouts, Case Studies, Q & A Sessions, White Papers B2C - Leisure Contest / Giveaways, Quizzes, Live Reporting (tweet, periscope, etc.), Social Media Chats, Video, Microvideos, Surveys Polls, Experiences, UGC, Lists [WHAT]
  29. 29. [WHERE] : Types of Content Distribution PAID Endemic In-Feed Linked-In Feed In-Feed Paid Search Amplification Promoted Listings Custom InfluencerEARNED PR Curated Social Sharing OWNED Created -Web -Social -Email -Blog
  30. 30. 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 landing page [WHERE] IAB.com INSTINCTIVECOOPERATIZE TRIPADVISOR EXPEDIA
  31. 31. PAID: Linked In-Feed A linked in-feed ad In Publisher’s normal content Promotional ad; Link off of the site Sold with a guarantees placement (clicks) or CPM ; measured by conversions, CTR [WHERE] IAB.com
  32. 32. PAID: In-Feed 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 brand lift [WHERE] IAB.com
  33. 33. PAID: Search 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, conversions. [WHERE] IAB.com GOOGLE BING YAHOO ASK
  34. 34. 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 TABOOLAOUTBRAIN SHARETHROUGH IAB.com [WHERE]
  35. 35. PAID: Promoted Listings AMAZON FOURSQUAR E ETS Y GOOGLE YELP Similar to recommendation units, promoted listings are ads designed to promote products based on a user’s browsing history. IAB.com [WHERE]
  36. 36. PAID: Custom FLIPBOAR D TUMBL R HEARS T SPOTIF Y PANDORA Not contained. Does not fit into any one category IAB.com [WHERE]
  37. 37. EARNED: Curated Image by Raphaëlle RIDARCH via flickr [WHERE]
  38. 38. EARNED: Social Sharing [WHERE]
  39. 39. OWNED: Web, Blog, Social [WHERE]
  40. 40. OWNED: Email JEBBIT: cross -device marketing tool that allows for personalized customer customer engagement that drives acquisition and direct response. COOL NEW OPPORTUNITY: [WHERE]
  41. 41. [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 advance (PROSPECTING) • PUSH content may occur after the event occurs (REPORTING) • Make sure that you are using a sequential remarketing strategy – thinking about how your marketing messages will resonate with consumers. [WHEN]
  42. 42. THANK YOU! Tania Leichliter Ad+genuity Marketing Solutions, Inc. www.adgenuityinc.com tania@adgenuityinc.com Want this presentation, come and provide me with your card, and we will send you the presentation deck!

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