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Content Marketing Best Practice
This document outlines best practices for content marketing including research, amplification, and monitoring. For research, it recommends analyzing what content and formats resonate with audiences, current trends, and competitors' strategies. For amplification, it discusses gaining links, shares, and paid promotion, as well as identifying influencers. For monitoring, it suggests tracking content performance benchmarks over time, competitor publishing and mentions, and using alerts. The overall goal is creating valuable, relevant, and timely content to engage audiences.
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Content Marketing Best Practice
- 1. Content Marketing BestPractice Research, Amplification & Monitoring
- 2. Content Marketing Strategy Research •what content is resonating • current trends • what formats are working • popular authors • use alerts to stay updated • what are competitors doing • Identifying content opportunities • generating content ideas Amplification • links, shares & paid • who is amplifying content • Role of Facebook Monitoring • content benchmarks • domain comparisons • use alerts to track • Mentions • Links • Content published
- 3. Most content getsfew shares and even fewer links
- 4. AverageMedian Skewed distribution of linksand shares. Most articles get few links or shares.
- 5. Good Content Marketingis… Creating & distributing valuable, relevant, timely and consistent content to build an audience.
- 6. What is Valuable?Relevant? Timely? What content is resonating with your audience this week, or right now? What is driving engagement, passion, shares and comments?
- 7. You need datanot hunches and Hippos
- 8.
- 9. Valuable and relevant: Willyour audience like your content?
- 10. Make sure they’lllike it, with data: • Research what topics work • Find out which sites are winning • Stay on top of competitors • Choose winning formats • Target the right networks
- 11. Research the contentyour audience loves What do they share? What do they find helpful?
- 12. What are mostshared posts in your area?
- 13. Timely :What contentis engaging your audience right now?
- 14. Leverage Trends See whatcontent published in the last 2 hours is starting to trend.
- 15. Create A CompetitiveEdge By knowing what content matters to your audience right now you can: – be the first to share viral content – the first to comment and share viewpoints – create content quickly around the stories that matter most to your audience In short, create a deeper level of engagement and build credibility.
- 16. Which sites arewinning? Most shared domains for content on Kitchens on Facebook
- 17. Track the winningsites • Review their most shared content • Be alerted : – every time they publish new content – when one of their stories starts to trend – get a daily digest of their new links
- 18. What content formats engageyour audience?
- 19. Which networks workbest for your topics?
- 21. What Is WorkingFor Competitors?
- 22. View Their MostShared Content
- 23.
- 24. View Their TopContent Formats
- 26. What is WorkingFor Them On Facebook? Use BuzzSumo’s Facebook Analyzer Tool
- 27. Amplification How is contentamplified?
- 28. Why Do PeopleShare & link? • Highly relevant & useful • Comprehensive & evergreen • Authoritative content • Exceptional content • Reciprocity
- 29. Shares valuable forcontent discovery But shares don’t lead to links
- 31. Which sharers amplifycontent?
- 32. This tweet had492 Retweets!
- 33.
- 34. Facebook now drives25% of all traffic to websites
- 35. What is WorkingOn Facebook? Use BuzzSumo’s Facebook Analyzer Tool to see trends and top performing content for any topic or popular Facebook page.
- 36. What is WorkingOn Facebook? Example top questions for Halloween
- 37. View sharers ofcompetitor content
- 38. View sharers Analyze thefans of your competitor’s content. Filter by: • Number of followers • Retweet ratio • Reply ratio • Page Authority Follow and engage Export for Twitter tailored audience list
- 39. View who linksto content See who links to a specific article, sub-domain or domain
- 40.
- 41. What did theypublish today? Who mentioned them today? Who linked to them today? Example of Competitor Monitoring
- 42.
- 44.
- 45. Be alerted every timethey publish new content
- 46.
- 47. Track links acquiredover time
- 48. Track volume ofcontent published
- 49. Content Marketing Strategy Research •what content is resonating • current trends • what formats are working • popular authors • use alerts to stay updated • what are competitors doing • Identifying content opportunities • generating content ideas Amplification • links, shares & paid • who is amplifying content • Role of Facebook Monitoring • content benchmarks • domain comparisons • use alerts to track • Mentions • Links • Content published
- 50.
Editor's Notes
- #3 Brief overview of what we will cover.
- #4 Is content poor? Or just poorly amplified.
- #5 This means averages are misleading.
- #6 How do we improve?
- #7 It is about understanding you audience.
- #12 Most shared content on Moz last month
- #13 Most shared ‘how to’ posts on content marketing, people sharing how to’s about optimising content in social media
- #17 Most shared content on Moz.
- #18 Once you have identified them
- #19 Most shared content on Moz.
- #23 Can turn to buzzsumo and see what is working socially, what is resonating and being shared. Filter by time etc.
- #24 Hubspot were ranking number 1 for searches on term, “landing pages”, so can begin to see why, by using domain and “landing pages”.
- #25 Can do an analysis report of all their content by social shares and see what formats are working. Infographic & list posts. As well as what networks are most receptive to those types. Now, we can crib strategy notes.
- #26 Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- #27 Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- #28 Find sharers, build lists
- #30 Social is critical to amplify content – the future is not what it was.
- #32 Example from last week
- #33 Find sharers, build lists
- #34 Amplifiers typically have a retweet ratio of above two.
- #36 Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- #38 Content analysis report
- #39 Content analysis report – pick your targets to court influence – work to scale
- #40 Content analysis report
- #43 Create alerts using BuzzSumo to receive notifications to track competitors
- #44 Get alerted every time they are mentioned in content
- #45 Link alert will tell every time they acquire a new link in real time or get a daily digest
- #46 Content analysis report
- #47 Web mentions matter
- #50 Brief overview of what we will cover.
- #51 Thanks for attending