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Content Marketing Playbook
The document is a content marketing playbook by Ben Plomion, emphasizing the shift in marketing power to buyers and the importance of providing useful information. It outlines key concepts such as the content marketing funnel, the 5 C's of effective content marketing, the significance of good distribution, and measurement of results, while addressing common roadblocks in implementing content strategies. Additionally, it includes predictions for 2014 regarding budget growth and the evolving landscape of content marketing.
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Content Marketing Playbook
- 1. Content Marketing Playbook BEN PLOMION, VPof Marketing @benplomion
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- 3. Chapter 1: Settingthe stage Remember push marketing
- 4. Chapter 1: Settingthe stage The power has long shifted to buyers
- 5. Chapter 1: Settingthe stage And they want useful information
- 6. Chapter 1: Settingthe stage The truth of today’s marketing -David Meerman Scott
- 7. Chapter 1: Settingthe stage What is content marketing anyway?
- 8. Chapter 1: Settingthe stage It’s pretty cool
- 9. Chapter 1: Settingthe stage It’s efficient and effective
- 10. Chapter 1: Settingthe stage It looks beautiful
- 11. Chapter 1: Settingthe stage The content marketing funnel
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- 13. Chapter 2: The5 C’s The 5 C’s of effective content marketing
- 14. Chapter 2: The5 C’s What’s your business goal? • Your business strategy dictates your content strategy • Be clear on your set of objectives before you start • Content marketing isn’t for everyone • You can’t do it on your own • Have your KPIs ready out of the gate • You don’t need another agency
- 16. Chapter 2: The5 C’s Everyone has a good story to tell • Producing content is a mindset. Content is everywhere • Everyone will help you make a movie. Everyone will help you write a story • Journalists don’t have a 2 year plan. Be nimble • Prospects through the sales funnel will engage with different types of content • You can’t always control the narrative
- 18. Chapter 2: The5 C’s Make the most out of other’s content • Finding and organizing good content is a skill • The most powerful forms of content is to highjack the news • Be ready to let go of your content • When you have something good, just re-use it over and over • Co-branded content is a great idea, but hard to do
- 20. Chapter 2: The5 C’s Good content needs good distribution • Are you distributing the right content to the right people? • Different formats will need different distribution channels • Make it easy to share • Marketing automation can help • Direct mail is everything but dead
- 22. Chapter 2: The5 C’s Measuring results • Your content strategy is designed to push prospects through the sales funnel • Each stage of the funnel uses a different set of KPIs • Content marketing shares the same pain as display. Click-through doesn’t tell the full story • Do not underestimate the power of anecdotes from clients and prospects • ROI analysis should take into account headcount
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- 24. Chapter 3: Roadblocks Mostcommon questions • How do I create a content mindset within my organizations? • How can I get my CEO on board? • How can I operationalize the production and distribution of my content? • Do I need a PR agency? • How do I measure success initially? • Where can I find great writers?
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- 26. Chapter 4: 2014Predictions Get ahead of the game Text The rise of dedicated budgets for content marketing Budgets will remain small (less than 25% of spend) but will continue to grow in double digits. Budgets will come from traditional advertising and digital advertising The ‘me too’ content platform CMOs will be judged by their ability to create a content platform, and engage with clients. Every CMO will try. Not everyone will succeed. The ‘ConTech’ industry A new 'con' tech ecosystem will emerge. There's so much that the likes of Marketo and HubSpot can do. The future will go beyond automation and place more value on story ideation and production There will be better ways to measure success The ad versus content battle Measuring the success of content marketing will continue to be a major obstacle to the industry's growth. It’s time that attribution tools go beyond advertising Content marketers and media planners will fight for the CMO's attention. Unless native advertising saves them all.
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Editor's Notes
- #4 According to Jan Brandt, CMO of AOL in the 90s, more than $300 million was spent in sending AOL promotional CDs. At one point, 50% of the CD's produced worldwide had an AOL logo on it. We were logging in new subscribers at the rate of one every six seconds.
- #7 You can talk about your product all you want but frankly no one cares. In B2B you're most likely talking to marketers. It’s easy to get caught up in the industry speak and technology achievements when you are talking to Business vs Consumer but honestly they do not care about your technology.. At all. They want results. They want something new. Give them interesting content.
- #8 Started with crappy blog and media relations
- #9 Content marketing has exploded25% of marketing budgets go to contentInteresting content is a top 3 reason why consumers follow brands2 out of 3 agencies list content marketing as a top priority in 2014
- #10 More than 75% of our leads came from content marketing.
- #11 Now we have a library
- #27 1. Marketers will have dedicated budget for their content marketing effortsBudgets will remain small (less than 25% of spend) but will continue to grow in double digits. Budgets will come from traditional advertising and digital advertising 2. CMOs will be judged by their ability to create a content platform, and engage with clientsEvery CMO will try. Not everyone will succeed. 3. A new 'con' tech ecosystem will emergeThere's so much that the likes of Marketo and HubSpot can do. The future will go beyond automation and place more value on human intellectual (i.e Contently)4. Measuring the success of content marketing will continue to be a major obstacle to the industry's growthIt's about time that a Convertro or Adometry launches a product for content marketers5. Content marketers and media planners will fight for the CMO's attentionUnless native advertising saves them all.