Content marketing bootcamp for community managers

Concentric Content Marketing - Content Boot Camp
Content Marketing Boot Camp
for Community Managers
1

Concentric Content Marketing - Content Boot Camp 2
The Content Process
The cycle of conversation.
Keynote Template

Concentric Content Marketing - Content Boot Camp 3Keynote Template
Tonight
• Intro
• Process
• Goals
• Practice
• Research
• Practice
• Ideation
• Practice
• Creation
• Practice 1
• Practice 2
• Distribution
• Practice
• Measurement
• Practice

What We’ll Cover
How To
We’ll walk through the
basic steps of each
stage in the content
process.
Tools & Templates
You’ll get the tools and
templates that the pros
use in their content
process.
Practice
We’ll take 5 minutes to
practice what we’ve
learned.

Why?
Content Process
3 Hours Per Post
- Jay Baer, Convince & Convert
Write a 300-500 word post on one of the
biggest trends in your industry.

Content Process
Creation
Creating content that ﬁts your audience’s
preferred mediums and channels.
Distribution
Distributing content through your
audience’s preferred channels and
listening to the response.
Research
Understanding your audience, industry,
and culture.
Ideation
Turning your research into content ideas
and next steps.
Content
Process
Measurement
Measuring and analyzing response to
content. Adjusting content efforts as
needed.

Setting Goals
Increase conversion rates in 2015
32.500
65.000
97.500
130.000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015 2014

Setting Goals
What are your content marketing goals?
How will you measure them?
• Trafﬁc/conversions
• Sales
• Newsletter signups

Research
Who, What, When, Where, Why & How
Keynote Template

Foundational
Research
Research
Ongoing Research

Foundational Research
Who …is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? What format?
…are they getting their information/data?

Foundational
Research
Research
Ongoing Research

Ongoing Research
Follow inﬂuencers & create
lists.
Follow these topics and
answer their questions.
Note trends, characteristics
and usage.
Who
…is your audience?
What
When
Where
Why
How
…are they consuming content? Format?
Set up proﬁles,
recognize similarities.
Be active during these
times.
Stay aware of similar
platforms/topics.

Concentric Content Marketing - Content Boot Camp
Do it later
15
Research
Do it now
VS.
10 minutes per day 25 minutes per post

Research - Free Tools
Who
What
When
Where
Why
How
betalist.com, IFTTT, Exact Target,
Mention
WeFollow, FollowerWonk, Rifﬂe
Buffer, SocialBro, Mention
Google Trends, Alexa, Alltop, Trend Hunter,
Trendspottr, Social Mention, Google
Keywords
Google Trends, SurveyMonkey
Google Analytics, Google Trends, Alexa,
Technorati, Mention

Research Practice
✓ Select an audience group
✓ Research 3 topics
✓ Select 1 topic
✓ Determine preferred format & platform
Research

Content Process
CreationDistribution
Research
Ideation
Content
Process
Measurement

Ideation
Turning Research Into Content
Keynote Template

Ideation

Ideation - Keyword Tools
• Wordtracker
• Google Adwords
Keyword Planner
• Google Trends
• Moz Pro
Keyword Tools:Step 1
HeadlineKeyword Calendar

Ideation

Ideation
Step 2 Brainstorm through headlines:
• RSS feeds
• Social feeds
• Title generators
What grabs your attention?

Ideation

Ideation - Tools
• Portent: http://www.portent.com/tools/title-maker
• Inbound Now: http://www.inboundnow.com/apps/kill-writers-
block/
• Hubspot: http://www.hubspot.com/blog-topic-generator
• Headline Wizard: http://www.internetmarketingcourse.com/
freeheadlinegenerator/

Ideation
Step 3
• CoSchedule
• Google Docs
• Excel
• Wordpress Editorial
Calendar
Editorial Calendar:

Ideation

Ideation Practice
✓ Using topic from Research phase, select 3
target keywords
✓ Create 3 headlines
✓ Add to editorial calendar
Editorial Calendar

Content Process
Research
Ideation
Content
Process
Measurement

Creation
Building Content
Keynote Template

Creation
Storytelling
Execution

Creation - Storytelling
• What point are we trying to
make?
• What problem are we
solving?
MessageStep 1
DataMessage Restate

• Examples
• Data to support our
statements.
DataStep 2
DataMessage Restate

RestateStep 3
DataMessage Restate
• Wrap up your content
• Drive towards a call to
action.

Creation
• Paragraph 1 - point 1
Intro Paragraph
Body
Conclusion
• Thesis with 3 supporting points.
• Restate thesis, summary of 3 points.

Creation Practice
✓ What is the message/thesis of your content?
✓ Find at least 1 example or supporting data
point for your thesis.
Create Content Outline

Creation
Storytelling
Execution

Ongoing Research
Who
What
When
Where
Why
How
SB owners, CEOs,
Paperless Experts
Going paperless, environment
Best price, managing supplies
Text, video, images
Ask questions, start convos
Google! Lots of research
Industry sites & events,
social media
Early morning,
Beginning & end of the year
Meeting demands of their role
Platforms have trusted experts

Creation - Writing

Creation - SEO
Example keyword string: paperless ofﬁce
1.Headline
2.Subheadline
3.Body
4.Snippet/description
5.Image description
Keyword should be included in:

Creation - SEO

Creation - Tools
Graphics:
• Canva.com
• visual.ly
• Infogr.am
Templates:
• Envato Market
• Hubspot

Creation Practice
✓ Find a content optimization tool that will
make sure your content is optimized for your
distribution platform & format.
Example: Use Google to search “Optimize
articles for LinkedIn”
Content Optimization

Content Process
Research
Ideation
Content
Process
Measurement

Distribution
Getting your content in front of your audience
Keynote Template

Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy

Ongoing Research
Who …is your audience?
What
When
Where
Why
How
…are they consuming content? What format?

Distribution - When
https://
blog.kissmetrics.com
/science-of-social-
timing-1/

Distribution - Publishing Schedule

Distribution
Where & when
Sharing strategy

Distribution - Writing
• Be actionable
• State a beneﬁt & generate curiosity
• Use target keywords
• Be short & sweet
Your copy should:

Distribution - Ideal Post Length
https://blog.bufferapp.com/
the-ideal-length-of-
everything-online-according-
to-science

Distribution
Where & when
Sharing strategy

Distribution - Automation Debate
http://
blog.capterra.com/
30-marketing-
automation-
stats-2014/

Distribution - Automation Tools

Distribution - Free Publishing Tools

Distribution Practice
✓ Select a distribution channel from your
research
✓ Write distribution post copy for your content
✓ Determine WHEN you will publish that post
Write one post for publication

Content Process
Research
Ideation
Content
Process
Measurement

Measurement
Determining Progress
Keynote Template

Measurement
ValidateAnalyze Reﬁne
Review data
Validate or reject
Adjust hypotheses

Setting Goals
What are your content marketing goals?
How will you measure them?
• Trafﬁc/conversions
• Sales
• Newsletter signups

Measurement - Analyze
Are we moving towards our goal?
Can we get there faster?
What is next?

Measurement
Validate or reject

Initial Research
SB owners, CEOs,
Paperless Experts
Text, video, images
Who
What
When
Where
Why
How
social media
Early morning,

Measurement
Adjust hypotheses

Initial Research
SB owners, CEOs,
Paperless Experts
Text, video, images
Who
What
When
Where
Why
How
social media
Early morning,

Measurement - Top Content

Measurement - Tools
• Google Analytics

• Raven

• Crazy egg heat test

• Hubspot report tool to check on competitors

• Moz Pro

• BuzzSumo
• Topsy

• Mention

• Social Mention
Social & Sentiment
Website/SEO

Measurement Practice
✓ Visit BuzzSumo.com
✓ Enter your site’s URL
✓ Determine best post on your site, and
channels with highest number of social
shares.
Find your best content

Content Process
Creation
Creating content that ﬁts your audience’s
preferred mediums and channels.
Distribution
Distributing content through your
audience’s preferred channels and
listening to the response.
Research
Understanding your audience, industry,
and culture.
Ideation
Turning your research into content ideas
and next steps.
Content
Process
Measurement
Measuring and analyzing response to
content. Adjusting content efforts as
needed.

Contact us
ConcentricContent.com
@Cate
Keynote Template

Content marketing bootcamp for community managers

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