Adria Saracino_SearchLove San Diego 2013_Why your Content Marketing is Failing

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The document discusses common issues that cause content marketing initiatives to fail and provides solutions to address each issue. It identifies short-term tactical issues like subpar promotion and ineffective pitching that can be addressed by building influence, matching promotion to the sales funnel, and understanding what motivates gatekeepers. Mid-term strategic issues include unsuitable goals that can be fixed by analyzing goals and tracking key metrics. Long-term internal issues involve inefficient workflows and lack of buy-in that require collaborating across teams and educating others on the process and results.

Business Sports

Why Your Content Marketing
Initiatives are Failing
(and how to fix them)
ADRIA SARACINO

Adria Saracino
Head of Outreach, Distilled
adria.saracino@distilled.net
@adriasaracino

@adriasaracinoAdria Saracino
DIVIDE AND CONQUER…
LONG TERM
MID TERM
SHORT TERM
TACTICAL STRATEGIC INTERNAL

WRONG TYPE OF PROMOTION
@adriasaracinoAdria Saracino

1. Building and borrowing influence
2. Match promotion to the funnel
@adriasaracinoAdria Saracino
THE ISSUE…FIXED

Social
Outreach
Outreach
PR & Outreach
Advertising
Advertising
Advertising
Social
Email
Email
Advertising
Event
Event
Outreach
Email
Awareness
Trigger
Search
Consider
Buy
Stay

Awareness
Trigger
Search
Consider
Buy
Stay
Data viz
Free
eBooks
Free eBooks
Contests
eBooks - signup
Coupons
Forums
Blogposts
Charity
UGC
Blogposts
Coupons
News stories
Contests
Reviews
Blogposts

Know what motivates gatekeepers:
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
MONEY AUTHENTICITY VISIBILITY
Further reading: How to Master Working with Bloggers

1. Don’t compromise for data
2. Have “checks and balances”
3. Consider testing
o Feedback Army or UserTesting.com
o Ask the gatekeepers
@adriasaracinoAdria Saracino
THE ISSUES…FIXED

@adriasaracinoAdria Saracino
CRAPPY EXECUTION

@adriasaracinoAdria Saracino
CRAPPY GOAL ALIGNMENT

@adriasaracinoAdria Saracino
CRAPPY IDEA
Discovery Channel SourceBetter Ideas

@adriasaracinoAdria Saracino
THE ISSUES…FIXED
 Who?
 Why?
 Useful?
 Understandable?
 Tracking goals?
 Epic attributes?
The Epic Content Checklist:

@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Play the 5-Why’s Game
2. Visualize the goal cycle
3. Track & analyze (ongoing)

Awareness
Trigger
Search
Consider
Buy
Stay
@adriasaracinoAdria Saracino
LEAD GEN
RETENTION
SALES
CONSUMPTION

• LCV / RFM
• Churn %
• Retention %
• Repeat visits
• Net promoter
score
• Purchases
• LCV / RFM
• CPA
• Avg. $/user
• Latency
• Sign-ups
• Inquiries
• Downloads
• Referrals
• Assisted
leads
@adriasaracinoAdria Saracino
CONSUME LEAD
SELLRETAIN
• Mentions
• Shares
• Links
• Traffic
• Rankings
• Affinity

@adriasaracinoAdria Saracino
THE ISSUES…FIXED
Type of research to conduct:
1. Benchmark audit
2. Competitor research
3. [Online] market research
4. Customer research

@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Identify internal stakeholders
2. Collaborate on a lean process
3. Create deadlines & governance

THE IDEAL WORKFLOW
IDEATION
PLAN
WRITE
EDITPUBLISH
PROMO
TRACK
WHO NEEDS TO BE
INVOLVED HERE?
WHO NEEDS TO BE
INVOLVED HERE?
(esp. for creative assets)
CAN YOU
INTEGRATE WITH
OTHER TEAMS?
HOW QUICKLY CAN
YOU GET HERE?

Publisher/Editor-in-
Chief
Managing Editor
Section Editor Section Editor
Writers Photo Editors
Photographers
Design Editors
Graphic
Designers
PUBLISHER GOVERNANCE

@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Invite others into your process
2. Scratch their back
3. Provide ninja education
4. Let results do the talking
Further reading: How to Get Your Boss to Care about Content Marketing

Thanks.
Any questions?
ADRIA SARACINO
adria.saracino@distilled.net
@adriasaracino

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