Content Marketing 101
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Content marketing overview originally shared with Foster School of Business graduate marketing class, including a HootSuite tutorial.
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Content Marketing 101
- 1. 1 Totally Awesome Content Marketing @heidimiller heidimillerpresents@gmail.com http://talkitup.typepad.com @spokencomm www.spoken.com
- 3. 3
- 4. 4
- 5. 5
- 10. Example: Blog 10
- 13. Know where you’re going 13 If you don’t know where you’re going, any strategy will get you there Goals Objectives Strategies Tactics What are your marketing goals? Increase sales, improve credibility and visibility in the market, raise brand recognition? What are the specific objectives? E.g. grow LinkedIn connections, engage in conversations on Facebook, increase site traffic What is your core strategy? Create thought leadership content, build and engage a niche following, etc. What are the tactics that will help you reach those? E.g. choosing social media channels, responding to comments within 6 hours, forming a
- 15. Content Marketing best practices 15 Two keys: have a CM strategy and document it Source: Joe Pulizzi report
- 16. Content Marketing best practices 16 Two keys: have a CM strategy and document it Source: Joe Pulizzi report
- 17. Content Marketing best practices 17 Publish content daily Source: Joe Pulizzi report
- 18. Content Marketing best practices 18 Try to measure ROI but don’t trip over it Source: Joe Pulizzi report
- 19. Content Marketing best practices 19 Use social media as a tactic Source: Joe Pulizzi report
- 20. Content Marketing best practices 20 Use multiple initiatives Source: Joe Pulizzi report
- 22. Research relevant content 22 If you don’t know what is relevant, you can’t create it Competition SEM Keywords Channels Metrics What is your competition doing that is working? Why? Brainstorm and research your industry’s relevant keywords to determine the most popular to target Look through all marketing channels to see which content is the most popular: email, social, traditional Use existing metrics to evaluate relevance of existing content
- 23. 23 What are the right tactics and channels? We’ll use Twitter because I think it’s cool!
- 24. 24
- 25. Your goals dictate your channels and tools 25 CM for awareness ‣ Identify user generated content ‣ Identify market characteristics ‣ Define campaign success ‣ Research and engage influencers CM for lead generation ‣ Research prospects ‣ Deliver prospect lists ‣ Identify engagement opportunities CM for loyalty ‣ Service feedback ‣ Cost impact analysis ‣ Measuring customer service process
- 27. 27 Focus on THEM ‣ Target key influencers ‣ Share their posts ‣ Like their photos ‣ Leave comments on their posts ‣ Respond to their comments ‣ Treat them like rock stars Rock star!
- 29. Know where you’re going 29 If you don’t know where you’re going, any strategy will get you there Goals Objectives Strategies Tactics What are your marketing goals? Increase sales, improve credibility and visibility in the market, raise brand recognition? What are the specific objectives? E.g. grow LinkedIn connections, engage in conversations on Facebook, increase site traffic What is your core strategy? Create thought leadership content, build and engage a niche following, etc. What are the tactics that will help you reach those? E.g. choosing social media channels, responding to comments within 6 hours, forming a
- 30. Add accounts 30
- 31. Invite members; form teams 31
- 32. Schedule content according to your content marketing plan 32
- 33. Respond 33
- 34. Set up reports, evaluate, revise 34
- 35. 35 Totally Awesome Content Marketing @heidimiller heidimillerpresents@gmail.com http://talkitup.typepad.com @spokencomm www.spoken.com
Editor's Notes
- According to a recent IDG Connect B2B study, 89% of IT buyers want educational content. This same study notes that, "IT buyers will soon look to social media as the single most important content source to inform their buying decisions.” Goal is to educate buyers
- Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- Provides value, educates, creates reciprocity, attracts different public through multimedia formats
- We offer this free white paper on remote agents on our site.
- Which has the highest conversion rate of any landing page on our site.
- 2,943 pageviews (only post 3x/month!) which add 50% to our site’s 7,000 pageviews and is a primary referrer to our site
- Free webinar with Forrester analyst gave us a mailing list of 200 for monthly emails with rich content
- 83% of B2B marketers use a content marketing strategy, but only 35% have documented it 60% of marketers with a documented CM strategy said it was effective; only 32% of those with a verbal strategy did
- 60% of marketers with a documented CM strategy said it was effective; only 32% of those with a verbal strategy did
- 42% said daily or weekly; those with documented strategies, 23% said daily
- Only 21 percent said they are successful; however, the number goes up to 35 percent for marketers who have a documented strategy. Similarly, when looking at challenges, almost half of B2B marketers cited measuring content marketing effectiveness as a challenge — a number that has gone up from 33 percent last year.
- B2B marketers use an average of 13 content marketing tactics — same as what was reported last year. Of these tactics, 92 percent cite social media content (other than blogs) as the most used, followed by eNewsletters (83 percent), and articles on their website (81 percent). Infographics as a tactic saw the biggest rise in usage (from 51 percent last year to 62 percent this year). Illustrations/photos was a new option this year.
- New for this year, we presented marketers with a list of 28 content marketing initiatives and asked them to indicate which ones they are “working on now,” “plan to begin working on in 12 months,” or are currently “not a priority.” Marketers reported that they are working on an average of 13 initiatives now — and are planning to begin work on an average of eight more initiatives. Sixty-nine percent of marketers said they are working on “creating more engaging content” now, and 36 percent will begin working on “measuring content ROI” within the next 12 months, making these two areas the most often cited in those two categories.