Content Marketing in (roughly) 10 Steps
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A practical and actionable approach to using content to attract and grow your audience, and to achieve your online marketing goals.
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Content Marketing in (roughly) 10 Steps
- 1. Content Marketing Strategy in (roughly) 10 Steps Susan Cato Director of Digital Strategy Chief Troublemaker susan.cato@balanceinteractive.com @susancato
- 2. Content is currency — something we trade for our audience’s attention. - Frank Strong, CopyBlogger
- 3. Strategy
- 4. 1 Define Goals • Examples: – Strengthen Brand – Expand Reach – Generate Leads – Solve Problems – Attract Strategic Partners
- 5. Online 2 Assessment • Website • Social Networks • Marketing Initiatives
- 6. 3 Research Audience • Where are they? • Inventory Priorities • Identify Influencers: groups/people/organizations
- 7. Online Influencers What/Who First Last Type Beat/Focus URL Twitter http://www.facebook.com/home.php?sk Facebook Group: "Cloud Computing" FB Group Cloud Computing =group_8450870046 http://www.linkedin.com/groups?gid=61 LinkedIn Group: "Cloud Computing" LI Group Cloud Computing 513&mostPopular=&trk=tyah Cloud Computing Blog: "Chaotic Flow" Joel York Blog Cloud Computing http://chaotic-flow.com/ Chaoticflow Cloud Computing Blog: "Cloud Computing" Chirag Mehta Blog Cloud Computing http://cloudcomputing.blogspot.com/ chirag_mehta Cloud Computing Blog: "Cloud CTweaks" Blog Cloud Computing http://www.cloudtweaks.com/ Cloudtweaks http://www.infoworld.com/d/cloud- Cloud Computing Blog: "Infoworld Cloud Computing Blog" David Linthicum Blog Cloud Computing computing/blogs DavidLinthicum Cloud Computing Blog: "SaaS Blog" Blog Cloud Computing http://www.saasblogs.com/ Datamation Cloud Computing Blog: "Smooth Span" Bob Warfield Blog Cloud Computing http://smoothspan.wordpress.com/ BobWarfield http://www.zdnet.com/blog/saas Cloud Computing Blog: "Software as Services" Phil Wainewright Blog Cloud Computing zdnet, pchilww Twitter: @Health_IT TW Healthcare IT health_it Twitter: @HITNewsTweet TW HealthcareIT Hitnewstweet http://www.facebook.com/healthcareitn Facebook Page: "Healthcare IT News" FB Group HealthcareIT ews http://www.linkedin.com/groups?gid=40 096&mostPopular=&trk=tyahLinkedIn LinkedIn Group: "Health Informatics Technology (HIT)" LI Group Healthcare IT LinkedIn Group: "Healthcare Information & Management http://www.linkedin.com/groups?gid=93 Systems Society" LI Group Healthcare IT 115&mostPopular=&trk=tyah http://www.facebook.com/staysafeonlin Facebook Page: "National Cyber Security Alliance" FB Group Cybersecurity e http://www.linkedin.com/groups?gid=38 LinkedIn Group: "Information Security Community" LI Group Cybersecurity 412&mostPopular=&trk=tyah Twitter: @cybersecure TW Cybersecurity Twitter: @msftsecresponse TW Cybersecurity http://www.linkedin.com/groups/IT- Specialist-Group- 37485?gid=37485&mostPopular=&trk=ty LinkedIn Group: "IT Specialist" LI Group General IT ah
- 8. Tools Username Name Tweet Homepage Location Followers Time EC- Shoppers, take extra caution on Cyber Monday http://t.co/QwIoZUwk ECCOUNCIL COUNCIL #infosec #hack #cybersecurity http://www.facebook.com/ECCouncil 4260 11/26/2012 20:00 Aanval IDS Begin the full #Aanval SAS install from with our first of five demonstration aanval Console videos http://t.co/kqwAMbwV #infosec #cybersecurity http://www.aanval.com/ Internet 4565 11/26/2012 12:29 sylviaunlimite sylviaunlimi Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. d ted Download now to stay safe. #cybersecurity http://t.co/SAx9Wzaa http://www.sylviaunlimited.com Arizona, Florida, Mexico 4953 11/26/2012 10:23 Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Flavien7 Flavien Download now to stay safe. #cybersecurity http://t.co/COO4EzD8 http://flavien7.wifeo.com jeremie/Haiti 5053 11/27/2012 0:10 ☆Follow•B ack•Seguro Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. RodriiOlivera ☆ Download now to stay safe. #cybersecurity http://t.co/GnUdg2J0 http://estilofm.xtrweb.com/ Montevideo - Uruguay 5521 11/26/2012 22:10 softwarecand Software How to Devise Passwords That Drive Hackers Away http://t.co/NfLzQxJW y Candy #security #cybersecurity http://www.softwarecandy.com Burlington, VT, USA 7009 11/26/2012 15:44 myraemacdon Myra RT @Londonstani: I love #cybersecurity. Its like the coldwar is back. ald MacDonald Everyone sounds so happy to be in their (state actor) comfort zone ... http://blogs.reuters.com/pakistan/ London 7871 11/26/2012 9:44 EU in the .@Eu_Commission takes concrete actions to tackle #cybersecurity risks EUintheUS US http://t.co/v13BZRuA http://www.eurunion.org Washington, DC 7955 11/26/2012 20:20 Manufactu On demand webcast: Learn how to secure mobile devices & create MfgExecutive ring Exec. enterprise #cybersecurity http://t.co/mzhRLVPU #mobility #CIO http://www.manufacturing-executive.com New York 8239 11/26/2012 13:20 debbiemah Need to make a #Cybersecurity plan? Here's an easy planner! DebbieMahler ler http://t.co/JO6N0XIs via @FCC #NCSAM http://internettechspecialists.com Algonquin, IL 9333 11/26/2012 9:05 DigitalAgenda Digital The @EU_Commission supports research on #CyberSecurity EU Agenda http://t.co/vB5vssCf http://ec.europa.eu/digital-agenda Europe 9702 11/26/2012 12:05 Anonymou RT @AnonyOdinn: Secrecy and President's #Cyber Directive OpPinkPower s http://t.co/4BdjELkg BO Tries to Hide #Cybersecurity... http://t.co/xbl1vJH9 http://anonymissexpress.cyberguerrilla.org Earth 10702 11/26/2012 8:26 CoreSecurit When it comes to #cybersecurity protection, the biggest problem for most CoreSecurity y SMBs is awareness http://t.co/oOQzglvB via @jd_harrison http://blog.coresecurity.com Boston, MA 14007 11/26/2012 9:30 Michele This is scary RT @BlueLance: Hotel Room Buglar Exploits Critical Flaw in prosperitygal Price Electronic Door Locks http://t.co/d1VsoC6v #Hotel #CyberSecurity http://www.linkedin.com/in/micheleprice Houston,Texas 38001 11/26/2012 21:17
- 9. Tools Mentions Impact Sentiment
- 11. 4 Develop Content • Audience-focused topics • Keyword research • Curate and create • Create layered content • Organize & Schedule
- 12. Audience-Focused Topics Remember! No matter what type of content you are creating – it’s about your audience, not you!
- 13. Keyword Research Topics Keywords
- 14. Use Keywords Consistently • On your website: – Headlines, descriptions, metadata, tags, content, page titles • In social postings: – Tags, hashtags, categories, descriptions, video, narrative
- 15. Curating and Creating Content
- 16. Your Content 1. Guest Blog 12. Podcasting booth at your next conference. 2. Webinars: Live and recorded Pre-schedule interviews with key people and get people to do spur of the moment interviews. 3. How-to Videos Ask everyone one ‘burning question’ 4. Blog post series based on customer questions 13. Create useful tools/templates: decision (written or video) matrix, spreadsheet, analytics dashboard, 5. Whitepapers that address problems or checklists, challenges 14. Product Demos: Video, Powerpoint, Images 6. Q&A Series: Webinar, Teleclass, Twitter 15. Teleclass series 7. eBook: Top blog posts, how-to guides, 16. Infographics, data points from research resource guides reports 8. Turn best blog posts into Powerpoint 17. Podcast series from any recorded material presentations and/or video. 18. Photos/images to tell a story 9. Virtual Conference: Gather a small group (3-5) of knowledge experts and create a virtual 19. Pinterest boards for resources, how-to’s, conference. Have each person give a virtual galleries session or workshop. These can be recorded 20. Event content repurposed: quotes, as well. presentations, video 10. Reviews: Written or Video. Products, books, 21. Interview an industry expert, popular blogger, information products, events, etc. knowledge expert and record it. Create blog 11. Create an industry report: include interviews posts and video/audio podcasts. with knowledge experts. Create written and video versions. Monthly industry roundups are great too.
- 17. Content Layering Research Report
- 18. Third Party Content • Industry • Photos/images publications • Infographics • Video channels • Research • Twitter feeds • eBooks • Blogs • Pinterest boards • Articles • Webinars • Podcasts • Tutorials • Books
- 19. Use a Content Dashboard
- 20. User-Generated Content • Turn customer boards, blogrolls, comments, questions, resource lists inquiries into topics for • Wikis to solve content. problems or generate • Guest bloggers ideas • Contests: Video, Photo • Photos/images around a topic or tag • Curate pre-curated content: Pinterest
- 21. Visual Content
- 22. 5 Share Links • Social posts • Schedule appropriately • Write for the medium • Track links
- 23. Content Mix 10% Direct promotions 30% Links to company content 60% Links to third party content
- 24. Use a Social Content Calendar
- 25. 6 Attract Audience • Attract customers • Expand your reach • Consistency + Value = Growth
- 26. Engage 7 Customers • Consume, participate, share and use your content. • Turns into interest in what you have to sell or offer.
- 28. 8 Take Action • Once your audience is engaged, it will be easier to get them to act.
- 29. Optimize for Action • Define your top key actions for your website and build the site around them. • Optimize main landing pages – these are the pages you are driving traffic to. – Topics/Keywords – Key Tasks – CTA’s
- 31. Give to Get • Create a useful tool or template – decision matrix, spreadsheet, analytics dashboard, etc., that can be distributed as a thank you when customers take key actions. • Drip feed your content
- 32. Give Resources
- 33. Nurture 9 Relationships • Encourage and reward engagement • Be consistent • Be present
- 34. Monitor 10 Performance • Measure what works and what doesn’t • Track over time
- 35. Tools Integrates with Salesforce
- 37. Measure, learn, improve… and repeat
- 38. Let’s Recap 1. Define 6. Attract 2. Assess 7. Engage 3. Research 8. Act 4. Create 9. Nurture 5. Share 10.Monitor
- 39. Key Takeaways • Begin with one goal • Organize content around audience-focused topics/keywords • Visual content rules • Optimize • Give to get • Track, measure and improve
- 40. Thank You Susan Cato Director of Digital Strategy Chief Troublemaker susan.cato@balanceinteractive.com @susancato
Editor's Notes
- Content is your digital currency, you need valuable content in order to attract, grow and engage your customers – and ultimately it facilitates
- Content by itself is just that – just content. It may be entertaining, it may be educational, valuable or insightful but it is meaningless without focused goals. Your challenge is to develop a content strategy that supports your business goals and that facilitates key actions.
- Your goals are unique and could include:Build trustStrengthen brandExpand reachAttract customersAddress customer pain-points and prioritiesAttract strategic partnersNurture relationships with customersDevelop new ideasSolve problemsStrengthen SEO
- where you will post, share and engage people with your links
- where you will post, share and engage people with your links
- There are great tools to help measure the effectiveness of your content marketing activities
- The meal lives on your website!
- Make a list of topics, and prioritize them
- We have established that you are a SME, and that you really do know your audience best.
- Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
- Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
- Google Alerts for topicsNetvibes to create dashboards
- Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
- Visual Content rulesAdd relevant visuals to all of your content on Blogs, social networks
- Use a content calendar. Identify important dates and milestones and then plug in topics/themes and build content around that.
- Through consistent sharing of valuable content, in a context that is meaningful and relevant to your audience – you will get the attention of your audience and see it grow accordingly.
- Reward Engagement
- Strong CTA’s infused at the right time facilitates key actions by fansMake sure you provide value all the time. Especially when you are asking for something – you must give something in return.
- Customer focused content delivered consistently creates fans who not only want what you have, but also refer you to friends and connections.An engaged audience wants what you haveRefers you to connections, friends
- Customer focused content delivered consistently creates fans who not only want what you have, but also refer you to friends and connections.
- There are great tools to help measure the effectiveness of your content marketing activities
- There are great tools to help measure the effectiveness of your content marketing activities