Content Marketing Challenges 2018
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This document summarizes Fernando Angulo's presentation on content marketing challenges in 2018. Some of the key challenges discussed include the absence of a content marketing culture at many companies, a "checkbox" mindset to content creation, and difficulties predicting the future of content marketing. The presentation provides suggestions on how to address these challenges, such as defining target audiences, setting clear content goals and metrics, conducting content audits, and focusing on visual content and live streaming going forward.
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Content Marketing Challenges 2018
- 1. Fernando Angulo Content Marketing challenges in 2018 WordCamp Porto 2018
- 13. Fernando Angulo Content Marketing challenges in 2018 WordCamp Porto 2018
- 15. copyright 2018 SEMrush@Fernando1Angulo Challenge1: AbsenceofContentMarketingCulture
- 16. In 2017 only 9% of marketers have developed a systematic approach to producing, managing, and distributing content !
- 17. copyright 2018 SEMrush Thereare planningflaws @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Its a challenge to create a target audience content piece It takes time to create a content plan
- 18. copyright 2018 SEMrush Andcontentcreatorslacksthe… @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Understanding the target audience and creating a balance between creativity and optimisation
- 19. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes Andwhenitcometopublishinganddistributing Monitoring the industry mentions and analysing the best performing resources is a challenge
- 20. copyright 2018 SEMrush How to solve it?
- 21. copyright 2018 SEMrush Source: curata.com Defineyourtargetaudience andwhatdoyouwant themtodowiththeinformationyouprovide?
- 30. copyright 2018 SEMrush "Content strategies typically fail because they haven’t really understood the audience well enough¨. Todd Wheatland, Author and Speaker, Global Strategy at King Content
- 36. copyright 2018 SEMrushcopyright 2018 SEMrush
- 40. Topic Research Tool-default cards • Ideas are shown as cards, The most popular subtopics and articles from the websites
- 41. Topic Research tool-popular articles • The most popular articles that most resonate with your audience are marked green. • Sort topics by volume, difficulty or efficiency.
- 42. Topic research tool-mind map
- 43. Topic research tool-mind map
- 44. copyright 2018 SEMrush@Fernando1Angulo Challenge2: CheckboxMindset
- 45. Today’s tasks 1. CREATE NEW BLOG POST 2. WRITE BLOG POST 3. PUBLISH BLOG POST @Fernando1Angulo
- 46. copyright 2018 SEMrush People care about their own problems much more than they care about your products. Source: SEMrush The invisible Key to Content Succes
- 47. copyright 2018 SEMrush Butwait..beforeanything! Source: Giphy.com @Fernando1Angulo
- 48. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes
- 49. copyright 2018 SEMrush You need great quality content that’s on-strategy, incites action and it’s delivered constantly! Source: SEMrush The invisible Key to Content Succes
- 50. copyright 2018 SEMrush How to solve it?
- 51. copyright 2018 SEMrush Getyourcontentgoalssetup! •User behaviour? •Engagement? •Conversion rates? •Lead generation? •Social media engagement? Source: Marketing Insider Group @Fernando1Angulo
- 53. @Fernando1Angulo 53 User Behavior Find user behavior metrics using: • Google Analytics • CrazyEgg • Chartbeat
- 55. @Fernando1Angulo Engagement Find user engagement metrics using: • Social media platform analytics • Hootsuite / Sprout Social • Mention 55
- 57. @Fernando1Angulo SEO Metrics Find SEO metrics using: • Google Analytics • Google Webmaster Tools • SEMrush • Google Trends 57
- 58. 58 Content Marketing Institute B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. @Fernando1Angulo
- 60. @Fernando1Angulo Company Revenue Find company revenue: • Track the number of returning users in Google Analytics • Check CRM for new leads / existing leads • Conversion rate = Conversions / clicks 60
- 61. @FernandoAngulo Define Your Key Metrics Website traffic is a metric, but it may not be the most important metric for each content type. Key metric for blog posts: Key metric for podcasts: 61
- 62. copyright 2018 SEMrush 2018mostimportantdigitalmarketing objectives Source: Digital Marketing plan @Fernando1Angulo
- 63. copyright 2018 SEMrush Source: Smart Insight Tacticsin2018 Contentmarketingisdefinetlythekey! Source: Digital Marketing plan @Fernando1Angulo
- 65. copyright 2018 SEMrush Source: Marketing Insider Group For a strategic approach first evaluate your existing content!
- 67. copyright 2018 SEMrush How well your content answers different types of user queries ? How relevant a certain topic may be for your target audience? Whatwillyouget? @Fernando1Angulo
- 68. Content audit tool and Post Tracking
- 69. copyright 2018 SEMrush Thecontentindustrywillbemorethandouble! Source: Express Writers@Fernando1Angulo
- 70. copyright 2018 SEMrush Challenge3: Time
- 71. Do you have time for all your tasks? Source: curata.com
- 72. Time to get organized: gather everything in your editorial calendar! Source: curata.com
- 73. copyright 2018 SEMrush Contentdistribution Source: neilpatel
- 74. copyright 2018 SEMrush Whentopublishyourcontent? • The best day - Sunday Source: 2017 Blogging report@Fernando1Angulo • The best time to publish -3 p.m. EST
- 75. copyright 2017 SEMrush Source: Smart Insight Makeitright! Source: Digital Marketing plan @Fernando1Angulo
- 76. copyright 2018 SEMrush@Fernando1Angulo Challenge4: PredictingtheFuture
- 77. 77 SEMrush Survey of content marketers surveyed spend $2,501 to $5,000 monthly on content marketing @ASHLEYMADHATTER
- 78. Time Money
- 81. Annual Salaries 401k health insurance benefits bonuses pay increases HR department payroll etc. @Fernando1Angulo
- 83. CONTENT CURATION TOOLS SOCIAL MEDIA SHARING TOOLS BRAND MONITORING TOOLS Mention WEBSITE / ANALYTICS TOOLS @Fernando1Angulo 60$-1000$
- 87. @ASHLEYMADHATTER 87 Honigman Media Freelancer Content Marketer Costs $35-$250 LOW $250-$500 MEDIUM $500-$3000 HIGH
- 88. Don’t forget to add your own time @Fernando1Angulo Freelancing costs usually extend outside the original cost of the freelancer: ✓ Management time ✓ Editing time ✓ Communication time 88
- 97. copyright 2018 SEMrush But before establishing the reporting make sure you know what metrics are important for your organisation! Source: curata.com Trackingandreporting
- 98. copyright 2018 SEMrush Source: curata.com Source: SEMrush The invisible Key to Content Succes Tracking and reporting
Editor's Notes
- Keeping your customers coming back requires providing them with value, quality, convenience ,service and fun-and doing it quickly.
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- You need to know your demographic
- How many people agree with this tweet?