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Content Marketing Plan

The document outlines the 2015 Digital Strategy Activation Plan, detailing frameworks for team structure, content strategy, workflows, and marketing channels, emphasizing inbound marketing to enhance lead generation. It provides a structured approach to content creation and distribution, guided by performance metrics and targeted outreach across various digital platforms. The plan aims to optimize customer engagement and conversions through a robust multi-channel strategy and continuous assessment of effectiveness.

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January 2015 2015 Digital Strategy Activation Plan
Agenda GUIDING FRAMEWORK 3  Team Structure & Roles  Digital Strategy + Lead Generation  Inbound Marketing Framework  Multichannel Customer Journey Map  Digital Touchpoint Performance Map 4 5 6 7 8 CONTENT STRATEGY & WORKFLOWS 9  Content Strategy  Key Guiding Principals  Oversight Process  Oversight Workflow  Need Assessments Workflow  Target Channel Needs Review  Content Theme Categories  Topic Evaluation Workflow  Production Workflow  Content Re-Purposing Workflow 10 11 12 13 14 15 16 17 18 19 WORKFLOW MANAGEMENT 20  Workflow Monitoring & Scheduling 21 BLOGGING FRAMEWORK 22  Blogging Execution & Flow  Content Theme & Topic Ideation  Short versus Long-Form  Call-to-Action Incentive Framework  Post Distribution & Promotion Workflow 23 24 25 26 27 CHANNEL SELECTION, PRESENCE & MANAGEMENT 28  Community Activity Re-Verification  Channel Purpose & Use  LinkedIn Target Execution Goals  Twitter Target Execution Goals  Google+ Target Execution Goals  YouTube Target Execution Goals  Triggered Community Management  Community Management Roles 29 30 31 32 33 34 35 36 SEARCH ENGINE MARKETING 37  SEM Influence  Initial Keywords & Keyword Groups  SEO Analysis & Optimization  Paid Search / PPC Campaigns  Social Media Native Ad Campaigns  Native Ad & Syndicated Campaigns 38 39 40 41 42 43 DIRECT MARKETING 44  Email Touchpoint & Distribution Use  Email Execution & Flow 45 46 BEHAVIORAL ANALYSIS & LEAD NURTURING 47 ROI & KPI ANALYSIS 49 BUDGET ANALYSIS 52 MASTER OVERVIEW TIMELINE 56
GUIDING FRAMEWORK
4 Team Structure & Roles Beqom Sales & Marketing Team Emakina Program Management Creative Director Graphic Designers Content Strategist Managing Editor Writers & Authors SEO/SEM Expert Web/App Developer UI/UX Designer Community Manager Analytics Manager Program Coordinator Digital Strategist Oversight, Management & Support Program Manager SEO / SEM, Social, Content, Creative, Technical Requirements
5 SEO SEM Marketing Automation Marketing Analytics Social Media Email & Lead Nurturing Landing Pages Content Creation INBOUND MARKETING Digital Strategy + Lead Generation As the new website comes online, the digital marketing initiative will use HubSpot's Inbound Marketing & Automation platform to govern the content marketing and lead generation efforts. Inbound Marketing places an emphasis on creating triggered digital touchpoints for attracting website visitors in various stages of the buyer's cycle using numerous channels, marketing techniques, and content types to stimulate lead generation and conversion.
6 The Inbound Marketing Framework STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS ATTRACT CONVERT CLOSE REINFORCE Blog SEO / SEM Social Media Optimization Call to Actions Landing Pages Lead Forms CRM Database CRM Email Workflows Reporting CRM Events Analytics Smart Content The Inbound Marketing framework will be designed to create leads and conversions using a content strategy leveraging a content marketing approach for building traffic and credibility among prospects and customers throughout each stage of the buyer cycle.
7 Multi-Channel Customer Journey Map awareness consideration purchase retention advocacy Physical Touchpoints Digital Touchpoints PR Radio, TV Print Trade Shows Conferences Word of Mouth Display Ads Email PPC Social Ads Blog Website Direct Mail News / Influencer 3rd Party Sites Sales Call RFP Website Community Forum IM/Chat Call Center FAQ Knowledge Base Promotions Blog Social Networks Newsletter Email Social Media + Groups / Forums CTAs Paid Search Landing Page Email Social Engagements News Feed Content Although this customer journey map will need to be further validated and refined as data points become available, this map represents the starting point for strategically steering the direction of the digital marketing efforts.
8 Digital Touchpoint Performance Map Digital Touchpoint Traffic Trust Credibility Influence Website Portal Articles Paid Search + PPC Testimonials Price Comparison Social + Communities Online Videos CTA Offers Email Blog Performance Dimension Awareness Consideration Strong Performance Weak Performance Product Research Compare Solutions Purchase Customer Service Product Support Retention Learn More Customer Relations Advocacy As the digital initiative is executed, the customer journey and digital touchpoint performance maps will continue to evolve as metrics are applied to analyze and better understand how customers traverse the multi-channel roadmap. This will ensure best resources, tactics and content are always applied and optimized at the right times for each digital touchpoint.
CONTENT STRATEGY & WORKFLOWS
10 Emakina Governance & Oversight Management Creative Director Program Manager Analytics Manager Content Strategist Beqom Marketing VP / Director Digital Strategist Content Strategy Before Marketing Before executing the content marketing initiative, the content strategy will be used to govern the overall effort. Where content marketing is the marketing technique for creating and distributing relevant and valuable content, the content strategy will focus on the creation, publication, and governance of valued, usable content as a strategic asset of the organization. The content strategy team who will steer, manage and govern the content strategy will consist of the following roles. What content do you and your audiences need, and why? How is content created and maintained? How is content organized, prioritized, and accessed? How are decisions about content and strategy made?
11 Key Guiding Principals 1 2 4 3 The underlying foundation to the content strategy will be based on four key guiding principles: value, community, experience and trust. Be a valued resource of information & education for solving customer needs Create active community engagements and social sharing Create a brand experience around the core value proposition Build credibility & trust to drive website traffic and consideration 1 2 4 3
12 Oversight Process Weekly 12 Step Governance and Oversight Process STEP HOURS PROCESS 1 30 Analysis of past content performance, KPI benchmarks, and customer & variable needs assessments 2 10 Strategy meeting to define production and sourcing requirements based on guiding content needs 3 2 Updates to editorial calendar with assignments and content production cycles defined 4 5 Approve complementary sourced curated and aggregated content 5 2 Writing assignments given to authors / writers 6 48 Original and curated content produced and edited 7 24 Supporting images and graphics produced 8 6 Final content checked per QA & SEO guidelines and 'green lighted' for scheduled distribution 9 5 Produced content re-evaluated for re-purposing and cross channel promotion & distribution opportunities 10 4 Chosen content is re-purposed and goes through QA and sign-off procedures 11 1 Content moves to CMS and is scheduled for distribution per selected channel use 12 5 Content is published , performance tracked and measured and results catalogued for guiding future directions 142 A 12-step oversight process will be used to manage the content strategy. These oversight steps will ensure beqom's content strategy grows to a competitive level with a well defined process to create influence at scale.
13 Oversight Workflow A systematic stepped approach will be used to manage the oversight process. A master process view for managing the content strategy.
14 Need Assessments Workflow Content needs will be assessed weekly based on past performance & new insights. To maximize ROI and ultimately influence, content themes and topics will be planned by continuously analyzing past content performance and customer needs to ensure future content resonates with target audiences and is well received.
15 Target Channel Needs Review Managing content needs for production and acquisition will start with goals. Weekly Channel Needs Content Volume Original Content Curated Content Aggregated Content Blog 3 1 2 - LinkedIn 3 1 2 - Twitter 70 14 28 28 YouTube TBD - - - Scale Over Time as Efficiencies Evolve To remain consistent with the distribution of content; weekly target posting goals will govern how much content is required in the overall effort and ensures the initiative scales to competitive levels.
16 Content Theme Categories Aligning content topics to relevant core content themes will ensure content remains relevant. Human Resources (ECM) Sales Management (SPM) Enterprise Management (TCM) Compensation Management Sales Performance Management Total Compensation Management Salary Management Sales Incentives Management Total Compensation & Performance Management Performance & Reviews Management Sales Incentive Compensation Management Employee Recognition Management Sales Quota Management Bonus Compensation Management Sales Objective Management Long-Term Incentives & Stock Options Management Sales Crediting Management Compensation Planning, Budgeting & Simulation Sales Partner Relationship Management Employee Performance Compensation Management Sales Recognition Management Deferred Bonus Compensation Management Sales Long-Term Incentives & Stock Options Management Deferred Compensation Management Sales Compensation Administration Management Compensation Administration Management (HR) Compensation Software (Sales) Compensation Software (Total) Compensation Management Software (HR) Compensation SaaS (Sales) Compensation SaaS (Total) Compensation Management SaaS (HR) Compensation Solutions (Sales) Compensation Solutions (Total) Compensation Management Software Solutions Clearly defined content themes will further govern the initiative and align content topics to beqom's business expertise and target customer needs. The starting point is beqom's primary keywords and keyword groups.
17 Topic Evaluation Workflow Selecting content topics will be based on value, influence and core benefit. Beyond content themes, topics will be carefully selected to reinforce the content strategy's four key guiding principles: value, community, experience and trust.
18 Production Workflow Streamlining content production and distribution through a defined workflow process will create efficiencies and best practices. Automated email task alerts built into the HubSpot CMS platform streamlines team communications and production workflow cycles, while keeping development on target and on schedule.
19 Re-Purposing Evaluation Workflow Leveraging content re-use maximizes resources, budgets for impact & influence. To fully leverage the value and influence for each piece of content produced and to maximize content production volume, all original and curated content will be evaluated for opportunities to repackage the content into complementary forms... – or to isolate individual elements contained within the content as valued stand-alone components to further engage audiences and drive traffic.
WORKFLOW MANAGEMENT
21 Workflow Monitoring & Scheduling Managing workflow processes ensure production efficiencies and budget controls. Jan 9 09:00 AM The HubSpot marketing automation platform with campaign and channel filters will monitor workflow steps and collaborative work task assignments with email alert systems, as well as schedule content distribution to keep content moving through each publishing phase. Scheduling Workflow Alerts
BLOGGING FRAMEWORK
23 Blogging Execution & Flow SEO smart algorithms in the blogging platform will deliver greater search impact. HubSpot's built-in blogging capabilities provides a writing platform tool similar to WordPress deep in integrated features including: smart algorithms for optimizing posts to the latest SEO standards and best practices, with CTA and landing page tools.
24 Content Theme & Topic Ideation Ideation will come from SEO Keywords to keep content aligned to target interests. Blogging themes and topics (and general non-blogging content) will come from a variety of sources; however, as a core process SEO keywords will be leveraged to identify a steady stream of interesting topics for prospects and customers. beqom has already identified a list of primary and long-tail keywords, which will be continuously analyzed, updated and groomed to maintain the highest degrees of real-time relevancy possible. Representation of Keyword Use for Topic Ideation BUSINESS EMPHASIS KEYWORD(S) SAMPLE (THEMES) TOPIC IDEATION HUMAN RESOURCES 1. employee performance management 2. employee compensation management 3. employee recognition Why We Love Employee Performance Management (And You Should, Too!) 10 Things Your Competitors Can Teach You About Employee Recognition The Worst Advice We've Ever Heard About Employee Compensation Management 20 Myths About Employee Performance Management 7 Things About Employee Recognition Your Boss Wants To Know SALES 1. sales performance management 2. sales compensation management 3. sales commissions & incentives 5 Tools Everyone In The Sales Performance Management Industry Should Be Using 10 Signs You Should Invest In Sales Performance Management The Ultimate Cheat Sheet On Sales Compensation Management How To Solve The Biggest Problems With Sales Commissions And Incentives Think You're Cut Out For Doing Sales Performance Management? Take This Quiz
25 Short versus Long-Form Posts A balanced approach will be used for Post production matched to the specific goals defined for the individual piece of content. Guiding Criteria for Short versus Long-Form Post Needs SHORT FORM (500 words) Best use scenarios • online snackers • all platforms • traffic & shares • Google rankings • light or single point topics Pros 1. People scan online, rather than read. 2. Lends itself to being shared. 3. Mobile-friendly. 4. Attract more eyeballs. 5. Greater potential to go viral. Cons 1. Spouts me-too content. 2. People have become blind to formulaic posts. 3. Can't go in-depth into topic. 4. Too shallow. 5. May not provide enough info about topic. LONG FORM (1500+ words) Best use scenarios • professionals • desktop & tablet platforms • Google rankings • stimulating discussion • thought leadership • story telling • informational topics • educational topics Pros 1. Google has a dedicated ranking mechanism for long articles. 2. Keeps audience on site longer, increases engagement. 3. Supports evergreen, foundational content. 4. Presents a broader, deeper view on the topic. 5. Caters to a deeply invested audience. 6. Provides quality backlinks. 7. Establishes credibility and thought-leadership. Cons 1. People don't always have time to read. 2. Short attention spans. 3. Typically less shareable. 4. Probably won't go viral. 5. Length itself doesn't guarantee higher ranking. A combination of short and long-form posts will be required to satisfy all content objectives within the content strategy. As topics are identified and approved, form length will be specified based on underlying goals of each post to give proper guidance and direction to the writers. As performance data points are aggregated over time, KPIs will dictate best practices and use scenarios based on beqom's own unique target audiences.
26 Call-to-Action Incentive Framework Initial CTA Framework Representation BEQOM WEBSITE CONTENT LANDING PAGE HUMAN RESOURCES Case Studies / Success Stories Content Library Needs Assessment & Planning Guides Tools & Tips Compensation Planning Tips Tools & Tips Informal Compensation Topic Surveys Where Do You Rank? Studies & Surveys Commissioned Surveys, Studies, Whitepapers Studies & Surveys SALES Case Studies / Success Stories Content Library Needs Assessment & Planning Guides Tools & Tips Sales Performance Management Tips Tools & Tips Informal Performance Topic Surveys Where Do You Rank? Studies & Surveys Commissioned Surveys, Studies, Whitepapers Studies & Surveys To stimulate repeat web traffic and for developing deeper engagements, CTAs will be used as an added component to the content strategy. CTAs will be a primary blogging incentive mechanism to capture new lead contact information as a first step for tracking future content consumptions and interactionsas prospects move through each stagein the conversion cycle. CTAs will used to influence greater engagements and as a lead capture mechanism.
27 Post Distribution & Promotion Workflow Each Post will be leveraged for maximum reach using multi-touch (channel) promotion. The multi-touch promotional approach ensures each blog post is widely published across all appropriate channels with opportunities evaluated and leveraged for paid promotion to further increase reach and visibility.
CHANNEL SELECTION, PRESENCE & MANAGEMENT
29 Community Activity Re-Verification The current discussion amplitude across the social landscape for select keywords re-affirms the initial proposed channel footprint. Based on advance discovery and recent validation, beqom's social and online channel footprint selection mirrors the community discussion. Processes through a Listening & Monitoring program will continuously monitor the level of targeted activity across the social and online landscape to ensure beqom always has the most appropriate balanced channel mix for maintaining an online presence. Twitter News Blogs Groups & Forums Compensation Management Filters Applied 1. Select Keywords 2. United States 3. English Language 4. Last 7 Days Footnote: Holiday Period Sales Performance Management Filters Applied 1. Select Keywords 2. United States 3. English Language 4. Last 7 Days Footnote: Holiday Period Twitter News Blogs Groups & Forums
30 Channel Purpose & Use A strategic approach will be applied for leveraging unique social media channels. Blog brand image expertise credibility trust WOM (sharing) SEO LinkedIn brand image thought leadership credibility competitive differentiation SEO & backlinking Twitter brand awareness valued information resource expertise backlinking Facebook future consideration if target community activity shifts Google+ brand image thought leadership credibility SEO & backlinking Groups & Forums brand image expertise credibility trust YouTube brand image solution showcase credibility education SEO Each individual social media channel will have a unique Brand use and purpose for reaching, engaging and influencing beqom's intended targeted audiences. The purpose and use defined for each channel matches channel strengths and aligns to community preferences for how audiences use the channel for beqom related business themes and topics.
31 LinkedIn Target Execution Goals 1. Posting Goals – 3 posts per week (1x original content) – (Variable: 1x brand, 2x curated) – (Variable: 50/50 split HR & Sales focus) 2. Awareness & Relationship Building Goals – First Line Ambassadors sharing – Executive Byline publishing – Active Group participation - following, monitoring, engagements, posting – Influencer tracking and engagement 3. Community Building Goals – Grow Followers organically 10% week over week – Leverage Paid options for Follower Growth – Leverage Paid options for post reach & engagements 4. Measure Progress – Follower growth, engagement rates, content KPIs, web traffic – Scale efforts to 5 posts per week Community management activity will be managed by goal setting.
32 Twitter Target Execution Goals Community management activity will be managed by goal setting. 1. Tweet Goals (daily) – 10 tweets per day – (Variable: 2x brand, 4x curated, 4x retweets) – (Variable: 50/50 split HR & Sales focus) 2. Relationship Building Goals (daily) – 8x @username or @replies tweets per day – 4x tweet FAVs per day – (Variable: 50/50 split HR & Sales focus) 3. Community Building Goals – Grow Followers organically 10% week over week – Leverage Promoted Account options for Follower Growth – Leverage Promoted Tweets for reach & engagements – Curate Lists, Add Lists and follow (engage) – Monitor mentions, keywords, influencers, hashtags (engage) 4. Measure Progress – Follower growth, engagement rates, content KPIs, web traffic – Scale publishing efforts to competitive levels
33 Google+ Target Execution Goals Community management activity will be managed by goal setting. 1. Posting Goals – 5 posts per week (1x original blog content) – (Variable: 1x brand, 2x curated, 2 aggregated) – (Variable: 50/50 split HR & Sales focus) 2. Relationship Building Goals – Influencer engagements via sharing, +1s and conversation – Active group participation - following, monitoring, posting – Monitor keywords, influencers and hashtags 3. Community Building Goals – Curate and Grow Follower circles 10% week over week 4. Measure Progress – Follower growth, engagement rates, content KPIs, web traffic
34 YouTube Target Execution Goals Community management activity will be managed by content production. 1. Posting Goals – Re-brand Excentive original content – Develop branded video intro to highlight 2. Relationship Building Goals – Share video assets across social - continually share older relevant content on defined calendar cycles to stimulate new views and engagements 3. Community Building Goals – Grow viewers and engagements via PPC when channel assets are refreshed and new content is being developed 4. Measure Progress – Follower growth, KPI engagement rates, web traffic
35 @beqom Triggered Community Management Deeper community relationships will be built on tracking past engagements. Triggered communitymanagementwill provide the capability to monitor the communitydiscussion via Listening Streams;engagewith users , followers and influencers via mentions,keywords, hashtags;identify types of content that resonates best with audiences; schedule triggered delivery of new contentto leads, and ultimately measure contentfor actual influence and ROI. Real-time "inbox' streaming provides an easy-to-use mechanism to continue engaging with influencers, followers and leads based on tracking past interactions and content consumption - aiding in the relationshipbuildingand conversionprocess. Real-time keyword monitoring stream will allow beqom to track the ongoing community discussion and identify key influencers to follow and engage.
36 Community Management Roles Building engaging relationships will be the guiding principal for community management. The Community Manager will be responsible for relationship management across all channels with a comprehensive list of roles to build an active and vibrant online Brand presence and community. Community Management Social Profiles Updates crafting posts & comments Community Engagement follows, mentions, dialogue, comments Community Building audience outreach & acquisition Research & Planning align strategy with content & editorial calendar Ideation tactical planning & defining best practices Content Aggregation reading RSS feeds, filtering & sharing KPI Measurement weekly performance measurement & reporting Listening & Monitoring tracking brand, influencer, competitive & keyword mentions Relationship Building influencer research, outreach & recruitment Advocacy relationships with high engagement followers Brand Awareness forum & group research & participation Experimentation continued exploration of changing trends & practices
SEARCH ENGINE MARKETING
38 SEM Influence (Earned, Owned & Paid Media) Brand Conversation SHARING MENTIONS SHARES REPOSTS REVIEWS Brand Experience WEB PROPERTIES WEBSITE MOBILE SITE BLOG SITE SOCIAL MEDIA CHANNELS Brand Awareness ADVERTISING PAY PER CLICK DISPLAY ADS RETARGETING PAID INFLUENCERS PAID CONTENT PROMOTION SOCIAL MEDIA ADS EARNED MEDIA PAID MEDIA OWNED MEDIA SEO & brand content drive earned media (sharing) & traffic Leverage owned, earned, and paid media to create a comprehensive SEM strategy Gain more exposure to web properties with SEO and PPC Propel sharing & engagement with paid promotion As a new SEO optimized site, initial emphasis for SEM at launch will be to focus on PPC and paid promotion campaigns to build traction and gain quicker visibility. Over time, paid campaigns and their high costs can be scaled back as the benefits of Inbound Marketing and Search begin to build through organic SEO rankings and social media sharing. SEM providesthe opportunityto tightlyintegrateefforts for maximum influence acrossallmedia.
39 Initial Keywords & Keyword Groups A continuous effort will be applied to monitor and measure keyword sets to ensure the overall efforts are always aligned to using the most relevant and influental keywords associated with target audience search activities. Initial Primary Keyword Sets & Groups with Monthly Search Volume COMPANY VOLUME HUMAN RESOURCES (ECM) VOLUME SALES MANAGEMENT (SPM) VOLUME ENTERPRISE MANAGEMENT (TCM) VOLUME performance management software 590 hr compensation 90 incentive solutions 260 total compensation solutions 20 compensation management 260 employee recognition 2400 sales commission software 70 total employee compensation 20 sales performance management 260 employee management software 320 commission software 110 compensation solutions 480 compensation management software 210 rewarding employees 170 corporate incentive solutions 20 employee compensation 590 hr performance management 70 sales performance management software 50 incentive compensation 320 hr performance software 10 sales performance management solutions 10 employee performance management 170 hr compensation management 10 sales performance management system 10 employee performance management software 70 hr compensation software 10 sales performance software 10 incentive compensation software 20 hr management software 260 sales incentive software 10 compensation software 140 human resource management software 170 sales incentive compensation 30 incentive compensation management software 20 compensation and benefits in human resource management 20 sales compensation management 20 total compensation management 10 benefit and compensation in human resource management 10 sales compensation software 50 compensation management solution 110 sales incentive management 10 employment compensation 210 incentive compensation management 90 incentive management 50 Continuous research of keyword sets and groups will ensure maximum relevancy.
40 SEO Analysis & Optimization Management  Keyword Research - Although beqom has a list of keywords it believes are valid, continued keyword research leveraging analytics will be an ongoing process to optimize and improve keyword selections for gaining better rankings.  Competitive & Long Tail Keywords - Throughout the keyword analysis stages, competitive and long tail keywords will also be analyzed to better understand with granularity what topics users are searching in order to bring more qualified traffic to the website.  On-Page SEO- As keywords are optimized and site KPIs analyzed, insights will be provided to the web development team to always have the most up-to- date SEO website.  Off-Page SEO - As content is developed, SEO will continued to be leveraged into blog and social media content for greater influence and discovery leading to greater levels of sharing and clicks. Additionally, SEO will be leveraged with backlinking and email links, as well as with the use of Google+ and Google Authorship.  Measurement & Performance Analysis - Website traffic will be measured weekly for all indexed Pages and diagnosed for better optimization. Refining, optimizing and grooming keyword sets will be an ongoing process.
41 Paid Search / PPC Campaigns  Nine Step Process - Campaigns will be architected and implemented using best practices associated with the process defined to the right.  Search Engines - Emphasis will be placed on Google, Yahoo, and Bing, which have a virtual lock on the U.S. market with a combined 95% of all searches.  Long Tail Keywords - PPC campaigns will explore and test the use of long tail keywords where competition and costs are less, and where more relevancy should deliver more qualified audiences to the website.  A/B Testing - A/B multivariate testing for Landing Pages will be implemented to increase ROI.  Keyword Research - The number of keywords and keyword groups will be optimized for PPC campaigns to manage resources and budgets.  Measurement & Analysis - Weekly analyses will be conducted to measure and adjust campaigns as a step for realizing better performance and lower CPC & CPM costs. A proven nine-step process will be used to govern paid campaigns.
42 Social Media Native Ad Campaigns  LinkedIn - Sponsored Update campaigns will be designed to promote post updates to targeted audiences.  Follower, Text Link, and Spotlight Ads; and Sponsored InMails will also be tested to gauge best efficiencies for reaching and influencing LinkedIn audiences.  Twitter - Promoted Tweets and Promoted Account Ads will be part of the media spend.  Campaigns will be designed for a number of objectives, including tweet engagements, website clicks and conversions, followers, and lead capturing. Paid campaigns will be leveraged to increase reach and influence of social assets.
43 Native Ad & Syndicated Campaigns  Syndication Sites - Campaigns for Blog post promotion will include PPC syndication services to create greater reach and exposure of content. Content is linked and appears as promoted stories on the web's largest content publisher sites such as CNN, Fast Company and Fortune.  Paid Native Advertising - A combination of native advertising options with select highly targeted outlets will be used for greater content discovery and backlinking, including: Sponsored Posts, In-Feed Ads, and Branded content placements. Paid campaigns will be leveraged to increase reach and influence of blog assets.
DIRECT MARKETING
45 Email Touchpoint & Distribution Use Staging publishing cycles and using target audience segmentation filters - multi-faceted campaigns using quality content will be distributed to support the digital marketing efforts and reinforce lead nurturing through an additional touchpoint. A strategic email approach will be used to extend touches and reinforce lead nurturing.
46 Email Execution & Flow HubSpot's built-in email platform tool supports a number of integrated features including:  Campaign Segmentation  Target Segmentation  Recipient Personalization  Triggered Lead Responses  Custom or Template Formats  Automated Device Optimization  Social Sharing & Linking  Workflow Management  Scheduling  Engagement Optimization  Email & Web Traffic Analytics Email campaigns will be designed and managed based on performance KPIs.
BEHAVORIAL ANALYSIS & LEAD NURTURING
48 Lead Nurturing Execution & Flow Lead Tracking & Management  CRM Integration fully compliance with any CRM system or can be used independently  Fully Customizable to store virtually any kind of data in Contacts  Prospect Tracking monitors companies who are visiting the website before they convert into a lead - and automatically associates them with their past actions  Lead Tracking documents every lead interaction (website visits, emails, webinars, videos, and social media)  Database Segmentation enables the scheduling and delivery of stage cycle emails, website content, and campaigns with a lead scoring system based on characteristics and behaviors Tracking lead interactions with triggered responses will shorten conversion cycles. As awareness creates visitors and interactions, leads are continuously qualified using behavioral tracked data for refining best marketing practices and fordelivering personalized content leading to greaterconversions.
ROI & KPI ANALYSIS
50 Key Performance Indicators Blog  Overall Blog Visits  Traffic Source Breakdown  Blog Homepage Visits  Number Posts Published  Top Viewed Posts  Avg. Views Per Post  Avg. In-Bound Links / Post  Avg. Comments / Post  Social Shares / Post  New Blog Leads  Lead Source Breakdown  Top Lead Gen Posts  Conversion Rate  Active RSS Subscribers  Email Subscribers Social Media  Audience (Follower) Growth  Monthly Reach & Impressions  Channel Engagement Levels  Content Consumption / Clicks  Share of Voice  Website Traffic, Referrals  Website Consumption  In-Bound Lead Generation Email Direct Marketing  Conversion Rate  Click Rate  Unique Open Rate  Unsubscribe Rate  Bounces  Site Traffic SEM  Organic Traffic  Conversion Rate  Impressions  Percentage of Branded Words  Entry Pages  Keyword Traffic  Stickiness  Bounce Rate  Rankings Boost Since Start SEO  Organic Traffic (non-branded)  Number of New High Quality Links  Content Quality  Conversion Improvements  New Leads A combination of automated analytic tools with human quantitative and qualitative analysis will be applied to beqom's measurement and reporting to gauge impact and influence, while aiding in the constant re-alignment of best practices and program performance. Continuous measurement will keep strategies and tactics aligned for greater ROI.
51 Comprehensive Analytics & Reporting Full-Funnel Analytics  Sources Reports analyzes site traffic by visits, leads and customers  Attribution Reports identifies the most influential pages and sources that drive conversions  Channel Reports analyzes landing page, email and CTA performance  Contact List Reports analyzes database influence performance  Competitive Reports analyzes SEO and site performance  Contact Leads Reports provides data-rich, individual lead profile insights with complete interaction reporting Real-time dashboards with monthly qualitative insights provides transparent reporting.
MASTER TIMELINE ROLLOUT
53 Master Activation Timeline Overall Activation begins. Teams identified with roles & responsibilities defined. Content frameworks, workflows, processes wireframed. 1. Activation Plan Adopted. 2. Initial teams are defined using internal and external resources. 3. Governing systems, processes and tools are evaluated and put into place. 4. New website launch publicized. 5. Content marketing ideation, ed cal planning & development. Tool audits, demos, selection. Content themes, topics, ed cals developed. Frameworks & workflows verified. 1. Marketing automation tools considerations and selection. 2. Content themes, topics and editorial calendars developed. 3. Frameworks, processes and workflows verified. 1. SEM is architected with campaign planning. 2. Content development gets started with initial topics prioritized. 1. Inaugural post published. 2. Content development cycles commence. 3. LinkedIn reactivated with PPC launch. 1. Twitter reactivated. 2. Workflow efficiencies being evaluated and tuned. 1. YouTube and Google+ reactivated. 2. Workflow efficiencies being monitored and adjusted. 3. Phase 2 Activation begins. YouTube and Google+ reactivated. SEM processes architected. Initial PPC campaigns designed. Content development gets underway with prioritized topics. Inaugural post published with blog editorial calendar governing early development cycles. Twitter reactivated. LinkedIn reactivated with PPC campaign launch. Efficiencies being defined with content development. Phase 2 Activation begins. Efficiencies being defined for community management. Jan 16 Jan 30 Feb 6 Feb 20 Mar 6 Mar 20
Content Marketing Plan

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Content Marketing Plan

  • 1.
  • 2.
    Agenda GUIDING FRAMEWORK 3 Team Structure & Roles  Digital Strategy + Lead Generation  Inbound Marketing Framework  Multichannel Customer Journey Map  Digital Touchpoint Performance Map 4 5 6 7 8 CONTENT STRATEGY & WORKFLOWS 9  Content Strategy  Key Guiding Principals  Oversight Process  Oversight Workflow  Need Assessments Workflow  Target Channel Needs Review  Content Theme Categories  Topic Evaluation Workflow  Production Workflow  Content Re-Purposing Workflow 10 11 12 13 14 15 16 17 18 19 WORKFLOW MANAGEMENT 20  Workflow Monitoring & Scheduling 21 BLOGGING FRAMEWORK 22  Blogging Execution & Flow  Content Theme & Topic Ideation  Short versus Long-Form  Call-to-Action Incentive Framework  Post Distribution & Promotion Workflow 23 24 25 26 27 CHANNEL SELECTION, PRESENCE & MANAGEMENT 28  Community Activity Re-Verification  Channel Purpose & Use  LinkedIn Target Execution Goals  Twitter Target Execution Goals  Google+ Target Execution Goals  YouTube Target Execution Goals  Triggered Community Management  Community Management Roles 29 30 31 32 33 34 35 36 SEARCH ENGINE MARKETING 37  SEM Influence  Initial Keywords & Keyword Groups  SEO Analysis & Optimization  Paid Search / PPC Campaigns  Social Media Native Ad Campaigns  Native Ad & Syndicated Campaigns 38 39 40 41 42 43 DIRECT MARKETING 44  Email Touchpoint & Distribution Use  Email Execution & Flow 45 46 BEHAVIORAL ANALYSIS & LEAD NURTURING 47 ROI & KPI ANALYSIS 49 BUDGET ANALYSIS 52 MASTER OVERVIEW TIMELINE 56
  • 3.
  • 4.
    4 Team Structure &Roles Beqom Sales & Marketing Team Emakina Program Management Creative Director Graphic Designers Content Strategist Managing Editor Writers & Authors SEO/SEM Expert Web/App Developer UI/UX Designer Community Manager Analytics Manager Program Coordinator Digital Strategist Oversight, Management & Support Program Manager SEO / SEM, Social, Content, Creative, Technical Requirements
  • 5.
    5 SEO SEM Marketing Automation Marketing Analytics Social Media Email & Lead Nurturing Landing Pages Content Creation INBOUND MARKETING Digital Strategy+ Lead Generation As the new website comes online, the digital marketing initiative will use HubSpot's Inbound Marketing & Automation platform to govern the content marketing and lead generation efforts. Inbound Marketing places an emphasis on creating triggered digital touchpoints for attracting website visitors in various stages of the buyer's cycle using numerous channels, marketing techniques, and content types to stimulate lead generation and conversion.
  • 6.
    6 The Inbound MarketingFramework STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS ATTRACT CONVERT CLOSE REINFORCE Blog SEO / SEM Social Media Optimization Call to Actions Landing Pages Lead Forms CRM Database CRM Email Workflows Reporting CRM Events Analytics Smart Content The Inbound Marketing framework will be designed to create leads and conversions using a content strategy leveraging a content marketing approach for building traffic and credibility among prospects and customers throughout each stage of the buyer cycle.
  • 7.
    7 Multi-Channel Customer JourneyMap awareness consideration purchase retention advocacy Physical Touchpoints Digital Touchpoints PR Radio, TV Print Trade Shows Conferences Word of Mouth Display Ads Email PPC Social Ads Blog Website Direct Mail News / Influencer 3rd Party Sites Sales Call RFP Website Community Forum IM/Chat Call Center FAQ Knowledge Base Promotions Blog Social Networks Newsletter Email Social Media + Groups / Forums CTAs Paid Search Landing Page Email Social Engagements News Feed Content Although this customer journey map will need to be further validated and refined as data points become available, this map represents the starting point for strategically steering the direction of the digital marketing efforts.
  • 8.
    8 Digital Touchpoint PerformanceMap Digital Touchpoint Traffic Trust Credibility Influence Website Portal Articles Paid Search + PPC Testimonials Price Comparison Social + Communities Online Videos CTA Offers Email Blog Performance Dimension Awareness Consideration Strong Performance Weak Performance Product Research Compare Solutions Purchase Customer Service Product Support Retention Learn More Customer Relations Advocacy As the digital initiative is executed, the customer journey and digital touchpoint performance maps will continue to evolve as metrics are applied to analyze and better understand how customers traverse the multi-channel roadmap. This will ensure best resources, tactics and content are always applied and optimized at the right times for each digital touchpoint.
  • 9.
  • 10.
    10 Emakina Governance & Oversight Management Creative Director Program Manager Analytics Manager Content Strategist Beqom Marketing VP/ Director Digital Strategist Content Strategy Before Marketing Before executing the content marketing initiative, the content strategy will be used to govern the overall effort. Where content marketing is the marketing technique for creating and distributing relevant and valuable content, the content strategy will focus on the creation, publication, and governance of valued, usable content as a strategic asset of the organization. The content strategy team who will steer, manage and govern the content strategy will consist of the following roles. What content do you and your audiences need, and why? How is content created and maintained? How is content organized, prioritized, and accessed? How are decisions about content and strategy made?
  • 11.
    11 Key Guiding Principals 12 4 3 The underlying foundation to the content strategy will be based on four key guiding principles: value, community, experience and trust. Be a valued resource of information & education for solving customer needs Create active community engagements and social sharing Create a brand experience around the core value proposition Build credibility & trust to drive website traffic and consideration 1 2 4 3
  • 12.
    12 Oversight Process Weekly 12Step Governance and Oversight Process STEP HOURS PROCESS 1 30 Analysis of past content performance, KPI benchmarks, and customer & variable needs assessments 2 10 Strategy meeting to define production and sourcing requirements based on guiding content needs 3 2 Updates to editorial calendar with assignments and content production cycles defined 4 5 Approve complementary sourced curated and aggregated content 5 2 Writing assignments given to authors / writers 6 48 Original and curated content produced and edited 7 24 Supporting images and graphics produced 8 6 Final content checked per QA & SEO guidelines and 'green lighted' for scheduled distribution 9 5 Produced content re-evaluated for re-purposing and cross channel promotion & distribution opportunities 10 4 Chosen content is re-purposed and goes through QA and sign-off procedures 11 1 Content moves to CMS and is scheduled for distribution per selected channel use 12 5 Content is published , performance tracked and measured and results catalogued for guiding future directions 142 A 12-step oversight process will be used to manage the content strategy. These oversight steps will ensure beqom's content strategy grows to a competitive level with a well defined process to create influence at scale.
  • 13.
    13 Oversight Workflow A systematicstepped approach will be used to manage the oversight process. A master process view for managing the content strategy.
  • 14.
    14 Need Assessments Workflow Contentneeds will be assessed weekly based on past performance & new insights. To maximize ROI and ultimately influence, content themes and topics will be planned by continuously analyzing past content performance and customer needs to ensure future content resonates with target audiences and is well received.
  • 15.
    15 Target Channel NeedsReview Managing content needs for production and acquisition will start with goals. Weekly Channel Needs Content Volume Original Content Curated Content Aggregated Content Blog 3 1 2 - LinkedIn 3 1 2 - Twitter 70 14 28 28 YouTube TBD - - - Scale Over Time as Efficiencies Evolve To remain consistent with the distribution of content; weekly target posting goals will govern how much content is required in the overall effort and ensures the initiative scales to competitive levels.
  • 16.
    16 Content Theme Categories Aligningcontent topics to relevant core content themes will ensure content remains relevant. Human Resources (ECM) Sales Management (SPM) Enterprise Management (TCM) Compensation Management Sales Performance Management Total Compensation Management Salary Management Sales Incentives Management Total Compensation & Performance Management Performance & Reviews Management Sales Incentive Compensation Management Employee Recognition Management Sales Quota Management Bonus Compensation Management Sales Objective Management Long-Term Incentives & Stock Options Management Sales Crediting Management Compensation Planning, Budgeting & Simulation Sales Partner Relationship Management Employee Performance Compensation Management Sales Recognition Management Deferred Bonus Compensation Management Sales Long-Term Incentives & Stock Options Management Deferred Compensation Management Sales Compensation Administration Management Compensation Administration Management (HR) Compensation Software (Sales) Compensation Software (Total) Compensation Management Software (HR) Compensation SaaS (Sales) Compensation SaaS (Total) Compensation Management SaaS (HR) Compensation Solutions (Sales) Compensation Solutions (Total) Compensation Management Software Solutions Clearly defined content themes will further govern the initiative and align content topics to beqom's business expertise and target customer needs. The starting point is beqom's primary keywords and keyword groups.
  • 17.
    17 Topic Evaluation Workflow Selectingcontent topics will be based on value, influence and core benefit. Beyond content themes, topics will be carefully selected to reinforce the content strategy's four key guiding principles: value, community, experience and trust.
  • 18.
    18 Production Workflow Streamlining contentproduction and distribution through a defined workflow process will create efficiencies and best practices. Automated email task alerts built into the HubSpot CMS platform streamlines team communications and production workflow cycles, while keeping development on target and on schedule.
  • 19.
    19 Re-Purposing Evaluation Workflow Leveragingcontent re-use maximizes resources, budgets for impact & influence. To fully leverage the value and influence for each piece of content produced and to maximize content production volume, all original and curated content will be evaluated for opportunities to repackage the content into complementary forms... – or to isolate individual elements contained within the content as valued stand-alone components to further engage audiences and drive traffic.
  • 20.
  • 21.
    21 Workflow Monitoring &Scheduling Managing workflow processes ensure production efficiencies and budget controls. Jan 9 09:00 AM The HubSpot marketing automation platform with campaign and channel filters will monitor workflow steps and collaborative work task assignments with email alert systems, as well as schedule content distribution to keep content moving through each publishing phase. Scheduling Workflow Alerts
  • 22.
  • 23.
    23 Blogging Execution &Flow SEO smart algorithms in the blogging platform will deliver greater search impact. HubSpot's built-in blogging capabilities provides a writing platform tool similar to WordPress deep in integrated features including: smart algorithms for optimizing posts to the latest SEO standards and best practices, with CTA and landing page tools.
  • 24.
    24 Content Theme &Topic Ideation Ideation will come from SEO Keywords to keep content aligned to target interests. Blogging themes and topics (and general non-blogging content) will come from a variety of sources; however, as a core process SEO keywords will be leveraged to identify a steady stream of interesting topics for prospects and customers. beqom has already identified a list of primary and long-tail keywords, which will be continuously analyzed, updated and groomed to maintain the highest degrees of real-time relevancy possible. Representation of Keyword Use for Topic Ideation BUSINESS EMPHASIS KEYWORD(S) SAMPLE (THEMES) TOPIC IDEATION HUMAN RESOURCES 1. employee performance management 2. employee compensation management 3. employee recognition Why We Love Employee Performance Management (And You Should, Too!) 10 Things Your Competitors Can Teach You About Employee Recognition The Worst Advice We've Ever Heard About Employee Compensation Management 20 Myths About Employee Performance Management 7 Things About Employee Recognition Your Boss Wants To Know SALES 1. sales performance management 2. sales compensation management 3. sales commissions & incentives 5 Tools Everyone In The Sales Performance Management Industry Should Be Using 10 Signs You Should Invest In Sales Performance Management The Ultimate Cheat Sheet On Sales Compensation Management How To Solve The Biggest Problems With Sales Commissions And Incentives Think You're Cut Out For Doing Sales Performance Management? Take This Quiz
  • 25.
    25 Short versus Long-FormPosts A balanced approach will be used for Post production matched to the specific goals defined for the individual piece of content. Guiding Criteria for Short versus Long-Form Post Needs SHORT FORM (500 words) Best use scenarios • online snackers • all platforms • traffic & shares • Google rankings • light or single point topics Pros 1. People scan online, rather than read. 2. Lends itself to being shared. 3. Mobile-friendly. 4. Attract more eyeballs. 5. Greater potential to go viral. Cons 1. Spouts me-too content. 2. People have become blind to formulaic posts. 3. Can't go in-depth into topic. 4. Too shallow. 5. May not provide enough info about topic. LONG FORM (1500+ words) Best use scenarios • professionals • desktop & tablet platforms • Google rankings • stimulating discussion • thought leadership • story telling • informational topics • educational topics Pros 1. Google has a dedicated ranking mechanism for long articles. 2. Keeps audience on site longer, increases engagement. 3. Supports evergreen, foundational content. 4. Presents a broader, deeper view on the topic. 5. Caters to a deeply invested audience. 6. Provides quality backlinks. 7. Establishes credibility and thought-leadership. Cons 1. People don't always have time to read. 2. Short attention spans. 3. Typically less shareable. 4. Probably won't go viral. 5. Length itself doesn't guarantee higher ranking. A combination of short and long-form posts will be required to satisfy all content objectives within the content strategy. As topics are identified and approved, form length will be specified based on underlying goals of each post to give proper guidance and direction to the writers. As performance data points are aggregated over time, KPIs will dictate best practices and use scenarios based on beqom's own unique target audiences.
  • 26.
    26 Call-to-Action Incentive Framework InitialCTA Framework Representation BEQOM WEBSITE CONTENT LANDING PAGE HUMAN RESOURCES Case Studies / Success Stories Content Library Needs Assessment & Planning Guides Tools & Tips Compensation Planning Tips Tools & Tips Informal Compensation Topic Surveys Where Do You Rank? Studies & Surveys Commissioned Surveys, Studies, Whitepapers Studies & Surveys SALES Case Studies / Success Stories Content Library Needs Assessment & Planning Guides Tools & Tips Sales Performance Management Tips Tools & Tips Informal Performance Topic Surveys Where Do You Rank? Studies & Surveys Commissioned Surveys, Studies, Whitepapers Studies & Surveys To stimulate repeat web traffic and for developing deeper engagements, CTAs will be used as an added component to the content strategy. CTAs will be a primary blogging incentive mechanism to capture new lead contact information as a first step for tracking future content consumptions and interactionsas prospects move through each stagein the conversion cycle. CTAs will used to influence greater engagements and as a lead capture mechanism.
  • 27.
    27 Post Distribution &Promotion Workflow Each Post will be leveraged for maximum reach using multi-touch (channel) promotion. The multi-touch promotional approach ensures each blog post is widely published across all appropriate channels with opportunities evaluated and leveraged for paid promotion to further increase reach and visibility.
  • 28.
  • 29.
    29 Community Activity Re-Verification Thecurrent discussion amplitude across the social landscape for select keywords re-affirms the initial proposed channel footprint. Based on advance discovery and recent validation, beqom's social and online channel footprint selection mirrors the community discussion. Processes through a Listening & Monitoring program will continuously monitor the level of targeted activity across the social and online landscape to ensure beqom always has the most appropriate balanced channel mix for maintaining an online presence. Twitter News Blogs Groups & Forums Compensation Management Filters Applied 1. Select Keywords 2. United States 3. English Language 4. Last 7 Days Footnote: Holiday Period Sales Performance Management Filters Applied 1. Select Keywords 2. United States 3. English Language 4. Last 7 Days Footnote: Holiday Period Twitter News Blogs Groups & Forums
  • 30.
    30 Channel Purpose &Use A strategic approach will be applied for leveraging unique social media channels. Blog brand image expertise credibility trust WOM (sharing) SEO LinkedIn brand image thought leadership credibility competitive differentiation SEO & backlinking Twitter brand awareness valued information resource expertise backlinking Facebook future consideration if target community activity shifts Google+ brand image thought leadership credibility SEO & backlinking Groups & Forums brand image expertise credibility trust YouTube brand image solution showcase credibility education SEO Each individual social media channel will have a unique Brand use and purpose for reaching, engaging and influencing beqom's intended targeted audiences. The purpose and use defined for each channel matches channel strengths and aligns to community preferences for how audiences use the channel for beqom related business themes and topics.
  • 31.
    31 LinkedIn Target ExecutionGoals 1. Posting Goals – 3 posts per week (1x original content) – (Variable: 1x brand, 2x curated) – (Variable: 50/50 split HR & Sales focus) 2. Awareness & Relationship Building Goals – First Line Ambassadors sharing – Executive Byline publishing – Active Group participation - following, monitoring, engagements, posting – Influencer tracking and engagement 3. Community Building Goals – Grow Followers organically 10% week over week – Leverage Paid options for Follower Growth – Leverage Paid options for post reach & engagements 4. Measure Progress – Follower growth, engagement rates, content KPIs, web traffic – Scale efforts to 5 posts per week Community management activity will be managed by goal setting.
  • 32.
    32 Twitter Target ExecutionGoals Community management activity will be managed by goal setting. 1. Tweet Goals (daily) – 10 tweets per day – (Variable: 2x brand, 4x curated, 4x retweets) – (Variable: 50/50 split HR & Sales focus) 2. Relationship Building Goals (daily) – 8x @username or @replies tweets per day – 4x tweet FAVs per day – (Variable: 50/50 split HR & Sales focus) 3. Community Building Goals – Grow Followers organically 10% week over week – Leverage Promoted Account options for Follower Growth – Leverage Promoted Tweets for reach & engagements – Curate Lists, Add Lists and follow (engage) – Monitor mentions, keywords, influencers, hashtags (engage) 4. Measure Progress – Follower growth, engagement rates, content KPIs, web traffic – Scale publishing efforts to competitive levels
  • 33.
    33 Google+ Target ExecutionGoals Community management activity will be managed by goal setting. 1. Posting Goals – 5 posts per week (1x original blog content) – (Variable: 1x brand, 2x curated, 2 aggregated) – (Variable: 50/50 split HR & Sales focus) 2. Relationship Building Goals – Influencer engagements via sharing, +1s and conversation – Active group participation - following, monitoring, posting – Monitor keywords, influencers and hashtags 3. Community Building Goals – Curate and Grow Follower circles 10% week over week 4. Measure Progress – Follower growth, engagement rates, content KPIs, web traffic
  • 34.
    34 YouTube Target ExecutionGoals Community management activity will be managed by content production. 1. Posting Goals – Re-brand Excentive original content – Develop branded video intro to highlight 2. Relationship Building Goals – Share video assets across social - continually share older relevant content on defined calendar cycles to stimulate new views and engagements 3. Community Building Goals – Grow viewers and engagements via PPC when channel assets are refreshed and new content is being developed 4. Measure Progress – Follower growth, KPI engagement rates, web traffic
  • 35.
    35 @beqom Triggered Community Management Deepercommunity relationships will be built on tracking past engagements. Triggered communitymanagementwill provide the capability to monitor the communitydiscussion via Listening Streams;engagewith users , followers and influencers via mentions,keywords, hashtags;identify types of content that resonates best with audiences; schedule triggered delivery of new contentto leads, and ultimately measure contentfor actual influence and ROI. Real-time "inbox' streaming provides an easy-to-use mechanism to continue engaging with influencers, followers and leads based on tracking past interactions and content consumption - aiding in the relationshipbuildingand conversionprocess. Real-time keyword monitoring stream will allow beqom to track the ongoing community discussion and identify key influencers to follow and engage.
  • 36.
    36 Community Management Roles Buildingengaging relationships will be the guiding principal for community management. The Community Manager will be responsible for relationship management across all channels with a comprehensive list of roles to build an active and vibrant online Brand presence and community. Community Management Social Profiles Updates crafting posts & comments Community Engagement follows, mentions, dialogue, comments Community Building audience outreach & acquisition Research & Planning align strategy with content & editorial calendar Ideation tactical planning & defining best practices Content Aggregation reading RSS feeds, filtering & sharing KPI Measurement weekly performance measurement & reporting Listening & Monitoring tracking brand, influencer, competitive & keyword mentions Relationship Building influencer research, outreach & recruitment Advocacy relationships with high engagement followers Brand Awareness forum & group research & participation Experimentation continued exploration of changing trends & practices
  • 37.
  • 38.
    38 SEM Influence (Earned,Owned & Paid Media) Brand Conversation SHARING MENTIONS SHARES REPOSTS REVIEWS Brand Experience WEB PROPERTIES WEBSITE MOBILE SITE BLOG SITE SOCIAL MEDIA CHANNELS Brand Awareness ADVERTISING PAY PER CLICK DISPLAY ADS RETARGETING PAID INFLUENCERS PAID CONTENT PROMOTION SOCIAL MEDIA ADS EARNED MEDIA PAID MEDIA OWNED MEDIA SEO & brand content drive earned media (sharing) & traffic Leverage owned, earned, and paid media to create a comprehensive SEM strategy Gain more exposure to web properties with SEO and PPC Propel sharing & engagement with paid promotion As a new SEO optimized site, initial emphasis for SEM at launch will be to focus on PPC and paid promotion campaigns to build traction and gain quicker visibility. Over time, paid campaigns and their high costs can be scaled back as the benefits of Inbound Marketing and Search begin to build through organic SEO rankings and social media sharing. SEM providesthe opportunityto tightlyintegrateefforts for maximum influence acrossallmedia.
  • 39.
    39 Initial Keywords &Keyword Groups A continuous effort will be applied to monitor and measure keyword sets to ensure the overall efforts are always aligned to using the most relevant and influental keywords associated with target audience search activities. Initial Primary Keyword Sets & Groups with Monthly Search Volume COMPANY VOLUME HUMAN RESOURCES (ECM) VOLUME SALES MANAGEMENT (SPM) VOLUME ENTERPRISE MANAGEMENT (TCM) VOLUME performance management software 590 hr compensation 90 incentive solutions 260 total compensation solutions 20 compensation management 260 employee recognition 2400 sales commission software 70 total employee compensation 20 sales performance management 260 employee management software 320 commission software 110 compensation solutions 480 compensation management software 210 rewarding employees 170 corporate incentive solutions 20 employee compensation 590 hr performance management 70 sales performance management software 50 incentive compensation 320 hr performance software 10 sales performance management solutions 10 employee performance management 170 hr compensation management 10 sales performance management system 10 employee performance management software 70 hr compensation software 10 sales performance software 10 incentive compensation software 20 hr management software 260 sales incentive software 10 compensation software 140 human resource management software 170 sales incentive compensation 30 incentive compensation management software 20 compensation and benefits in human resource management 20 sales compensation management 20 total compensation management 10 benefit and compensation in human resource management 10 sales compensation software 50 compensation management solution 110 sales incentive management 10 employment compensation 210 incentive compensation management 90 incentive management 50 Continuous research of keyword sets and groups will ensure maximum relevancy.
  • 40.
    40 SEO Analysis &Optimization Management  Keyword Research - Although beqom has a list of keywords it believes are valid, continued keyword research leveraging analytics will be an ongoing process to optimize and improve keyword selections for gaining better rankings.  Competitive & Long Tail Keywords - Throughout the keyword analysis stages, competitive and long tail keywords will also be analyzed to better understand with granularity what topics users are searching in order to bring more qualified traffic to the website.  On-Page SEO- As keywords are optimized and site KPIs analyzed, insights will be provided to the web development team to always have the most up-to- date SEO website.  Off-Page SEO - As content is developed, SEO will continued to be leveraged into blog and social media content for greater influence and discovery leading to greater levels of sharing and clicks. Additionally, SEO will be leveraged with backlinking and email links, as well as with the use of Google+ and Google Authorship.  Measurement & Performance Analysis - Website traffic will be measured weekly for all indexed Pages and diagnosed for better optimization. Refining, optimizing and grooming keyword sets will be an ongoing process.
  • 41.
    41 Paid Search /PPC Campaigns  Nine Step Process - Campaigns will be architected and implemented using best practices associated with the process defined to the right.  Search Engines - Emphasis will be placed on Google, Yahoo, and Bing, which have a virtual lock on the U.S. market with a combined 95% of all searches.  Long Tail Keywords - PPC campaigns will explore and test the use of long tail keywords where competition and costs are less, and where more relevancy should deliver more qualified audiences to the website.  A/B Testing - A/B multivariate testing for Landing Pages will be implemented to increase ROI.  Keyword Research - The number of keywords and keyword groups will be optimized for PPC campaigns to manage resources and budgets.  Measurement & Analysis - Weekly analyses will be conducted to measure and adjust campaigns as a step for realizing better performance and lower CPC & CPM costs. A proven nine-step process will be used to govern paid campaigns.
  • 42.
    42 Social Media NativeAd Campaigns  LinkedIn - Sponsored Update campaigns will be designed to promote post updates to targeted audiences.  Follower, Text Link, and Spotlight Ads; and Sponsored InMails will also be tested to gauge best efficiencies for reaching and influencing LinkedIn audiences.  Twitter - Promoted Tweets and Promoted Account Ads will be part of the media spend.  Campaigns will be designed for a number of objectives, including tweet engagements, website clicks and conversions, followers, and lead capturing. Paid campaigns will be leveraged to increase reach and influence of social assets.
  • 43.
    43 Native Ad &Syndicated Campaigns  Syndication Sites - Campaigns for Blog post promotion will include PPC syndication services to create greater reach and exposure of content. Content is linked and appears as promoted stories on the web's largest content publisher sites such as CNN, Fast Company and Fortune.  Paid Native Advertising - A combination of native advertising options with select highly targeted outlets will be used for greater content discovery and backlinking, including: Sponsored Posts, In-Feed Ads, and Branded content placements. Paid campaigns will be leveraged to increase reach and influence of blog assets.
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    45 Email Touchpoint &Distribution Use Staging publishing cycles and using target audience segmentation filters - multi-faceted campaigns using quality content will be distributed to support the digital marketing efforts and reinforce lead nurturing through an additional touchpoint. A strategic email approach will be used to extend touches and reinforce lead nurturing.
  • 46.
    46 Email Execution &Flow HubSpot's built-in email platform tool supports a number of integrated features including:  Campaign Segmentation  Target Segmentation  Recipient Personalization  Triggered Lead Responses  Custom or Template Formats  Automated Device Optimization  Social Sharing & Linking  Workflow Management  Scheduling  Engagement Optimization  Email & Web Traffic Analytics Email campaigns will be designed and managed based on performance KPIs.
  • 47.
  • 48.
    48 Lead Nurturing Execution& Flow Lead Tracking & Management  CRM Integration fully compliance with any CRM system or can be used independently  Fully Customizable to store virtually any kind of data in Contacts  Prospect Tracking monitors companies who are visiting the website before they convert into a lead - and automatically associates them with their past actions  Lead Tracking documents every lead interaction (website visits, emails, webinars, videos, and social media)  Database Segmentation enables the scheduling and delivery of stage cycle emails, website content, and campaigns with a lead scoring system based on characteristics and behaviors Tracking lead interactions with triggered responses will shorten conversion cycles. As awareness creates visitors and interactions, leads are continuously qualified using behavioral tracked data for refining best marketing practices and fordelivering personalized content leading to greaterconversions.
  • 49.
    ROI & KPIANALYSIS
  • 50.
    50 Key Performance Indicators Blog Overall Blog Visits  Traffic Source Breakdown  Blog Homepage Visits  Number Posts Published  Top Viewed Posts  Avg. Views Per Post  Avg. In-Bound Links / Post  Avg. Comments / Post  Social Shares / Post  New Blog Leads  Lead Source Breakdown  Top Lead Gen Posts  Conversion Rate  Active RSS Subscribers  Email Subscribers Social Media  Audience (Follower) Growth  Monthly Reach & Impressions  Channel Engagement Levels  Content Consumption / Clicks  Share of Voice  Website Traffic, Referrals  Website Consumption  In-Bound Lead Generation Email Direct Marketing  Conversion Rate  Click Rate  Unique Open Rate  Unsubscribe Rate  Bounces  Site Traffic SEM  Organic Traffic  Conversion Rate  Impressions  Percentage of Branded Words  Entry Pages  Keyword Traffic  Stickiness  Bounce Rate  Rankings Boost Since Start SEO  Organic Traffic (non-branded)  Number of New High Quality Links  Content Quality  Conversion Improvements  New Leads A combination of automated analytic tools with human quantitative and qualitative analysis will be applied to beqom's measurement and reporting to gauge impact and influence, while aiding in the constant re-alignment of best practices and program performance. Continuous measurement will keep strategies and tactics aligned for greater ROI.
  • 51.
    51 Comprehensive Analytics &Reporting Full-Funnel Analytics  Sources Reports analyzes site traffic by visits, leads and customers  Attribution Reports identifies the most influential pages and sources that drive conversions  Channel Reports analyzes landing page, email and CTA performance  Contact List Reports analyzes database influence performance  Competitive Reports analyzes SEO and site performance  Contact Leads Reports provides data-rich, individual lead profile insights with complete interaction reporting Real-time dashboards with monthly qualitative insights provides transparent reporting.
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    53 Master Activation Timeline OverallActivation begins. Teams identified with roles & responsibilities defined. Content frameworks, workflows, processes wireframed. 1. Activation Plan Adopted. 2. Initial teams are defined using internal and external resources. 3. Governing systems, processes and tools are evaluated and put into place. 4. New website launch publicized. 5. Content marketing ideation, ed cal planning & development. Tool audits, demos, selection. Content themes, topics, ed cals developed. Frameworks & workflows verified. 1. Marketing automation tools considerations and selection. 2. Content themes, topics and editorial calendars developed. 3. Frameworks, processes and workflows verified. 1. SEM is architected with campaign planning. 2. Content development gets started with initial topics prioritized. 1. Inaugural post published. 2. Content development cycles commence. 3. LinkedIn reactivated with PPC launch. 1. Twitter reactivated. 2. Workflow efficiencies being evaluated and tuned. 1. YouTube and Google+ reactivated. 2. Workflow efficiencies being monitored and adjusted. 3. Phase 2 Activation begins. YouTube and Google+ reactivated. SEM processes architected. Initial PPC campaigns designed. Content development gets underway with prioritized topics. Inaugural post published with blog editorial calendar governing early development cycles. Twitter reactivated. LinkedIn reactivated with PPC campaign launch. Efficiencies being defined with content development. Phase 2 Activation begins. Efficiencies being defined for community management. Jan 16 Jan 30 Feb 6 Feb 20 Mar 6 Mar 20

Editor's Notes

  • #5 Digital Strategist - first line manager, oversees strategic directions and aligns programs to performance needs. Program Manager - manages the daily workflow and systems. Provides daily tactical support. Designer - Brings content to life through the user experience and rich visuals. Content Strategist / Editor - Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Curation - Fines and repurposes the best content from your business and from around the web. Contributors - Any content creator, blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist - Manages the paid distribution of content online. Community Manager - Distributes content across social channels, engages online communities, and contributes to content projects. Analytics - Defines best/ worst performers, conversion optimization and measurement communications.
  • #11 Six Keys to success 1 Document content strategy 2 Have someone in charge of content 3 Consistently publish quality content 4 Map content to buyer journey 5 Balance Paid, Owned, Earned Media 6 Track Content Marketing ROI It's too easy to become consumed with the brand story, not your customer story.
  • #12 Not Advertising or PR It is Customer, Not brand-focused Seeks to answer customer questions across the buyer journey Owned media
  • #13 Focus Delivering content your audience wants Managing content as an asset (with an ROI) Thinking and acting like a publisher