For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you. This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise. A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing. ​Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)

1. Content
that
works
Contently Methodology
MAY 10, 2016
contently.com

2. 2
Webinar Host
Editor-in-Chief, Contently
@joelazauskas
Joe Lazauskas

3. 3
Webinar Host
Strategic Advisor and
Research Analyst
@lieblink
Rebecca Lieb

4. 4
Webinar Host
Lead Content Strategist, Contently
@arikepnes
Ari Kepnes

5. Content
Methodology:
A Best Practices
Report

6. 6
I.
Content Methodology:
A Definition
Content methodology is a process to continuously
improve the effectiveness of a company’s content
across the enterprise.
A content methodology exists when an organization
establishes specific, well-defined objectives and key
performance indicators (KPIs) for content marketing,
and embraces a culture of constantly learning and
iterating through each round of publishing.

7. 7
Content methodology focuses on
three key components:
Content Methodology: A Definition
connect
Engage with target
audiences in the channels
and media formats where
they spend time.
create
Create the most
effective content
possible based on
available data.
optimize
Consistently optimize the
content creation and
connection processes based
on performance against
clearly defined KPIs.

8. 8
II.
Why a Content Methodology
Is Needed
Seventy percent of marketers are planning on
creating more content this year than last.
Yet roughly two-thirds of marketers create
content without any documented strategy,
and over half don’t know what a successful
content program looks like.

9. 9
Without clear objectives,
measurement is irrelevant.
And it’s impossible to know
whether content has made
any impact whatsoever.
Why a Content Methodology Is Needed

10. 10Why a Content Methodology Is Needed
a.
An Increasingly Competitive
Content Landscape
To compete, organizations must adopt an
always-on approach to building relationships
with their audience—and improving those
relationships each day.

11. 11Why a Content Methodology Is Needed
Time spent with digital media:
• 49 percent increase over the last two years
• 90 percent increase on mobile
Organizations must understand:
• The digital spaces where their target audiences
consume content
• The content formats, topics, and contributors that
will resonate with those audiences
b.
Channel and Media Proliferation

12. 12Why a Content Methodology Is Needed
c.
Opportunities for
Continuous Improvement
Advancements in content marketing technology
now enable organizations to rapidly optimize their
content creation and distribution.

13. 13
III.
A Culture of Content
A culture of content creates a virtuous cycle in
which content powers all divisions of the enterprise,
which, in turn, power a brand’s storytelling efforts.
This virtuous circle is only possible when the
company works to build a culture that values and
evangelizes content.

14. 14A Culture of Content
A. Create a Common Purpose: Marriott M Live
This is a tool for everybody to use in the
building. It’s customer-first thinking.
DAVID BEEBE, MARRIOTT’S VICE PRESIDENT OF GLOBAL CREATIVE AND CONTENT MARKETING
”

15. 15A Culture of Content
At Electrolux, CMO MaryKay Kopf creates task forces of team
members from across departments and regions of the world to unite
around content.
B. Engage Senior Leadership: Electrolux

16. 16A Culture of Content
To rally content support, Chase crafted a system of governance
and standards, built a team of content creators, and established an
editorial board.
C. Establish Content Leadership and Governance: Chase
We needed to
prove that
content can
improve
marketing’s
effectiveness.
BRIAN BECKER,
CHASE’S HEAD OF CONTENT
”

17. 17A Culture of Content
The newsroom for Coca-Cola’s corporate online magazine,
Coca-Cola Journey, gathers weekly to evaluate content based
on a blended content score, and has a monthly call with
Coca-Cola’s 19 international markets, each of which has its own
version of the Journey site.
D. Foster Collaboration: Coca-Cola

18. 18A Culture of Content
E. Encourage Creativity and Risk-Taking: Marriott
We don’t want to see any ‘Welcome to
the JW Marriott, here’s your keycard,’ and
then a closeup of the logo. None of that.
DAVID BEEBE, MARRIOTT’S VICE PRESIDENT OF GLOBAL CREATIVE AND CONTENT MARKETING
”

19. 19
IV.
Components of a
Content Methodology

20. 20Components of a Content Methodology
The Flywheel
One of the most important and innovative
mechanical advances is the flywheel, a device
used to store and conserve energy, and a
critical component of everything from the steam
locomotives of the early 1800s to NASA
spacecrafts today.
Remarkably powerful and efficient, the flywheel
needs an initial torque to push it forward and
get it going. Once in motion, it’s able to build and
store more and more energy through each
cycle, increasing its total output and effectiveness
over time.

21. 21Components of a Content Methodology
A.
Define objectives
and KPIs.
B.
Conduct audience
definition and
channel analysis.
C.
Identify market
opportunity.
D.
Evaluate internal
processes and
resources.
The Flywheel

22. 22Components of a Content Methodology
Without clear objectives and KPIs, content
success cannot be championed and a
content program cannot improve or evolve
over time.
Advanced organizations go beyond
standard industry metrics (pageviews,
leads, likes) and hone in on metrics that
measure relationship building and
match to larger business goals, such as
customer experience.
A. Define Objectives and KPIs

23. 23Components of a Content Methodology
Brand health: visitors, attention time, engagements, cost per
engagement
Revenue generation: product leads, sign-ups
A. Define Objectives and KPIs: Chase

24. 24Components of a Content Methodology
B. Define Audience and Key Channels
• Dreams of owning a home,
but unsure of whether it’s the
right time.
awareness
acquisition
consideration
FUNNEL STAGE EXAMPLESPAIN/PASSION POINTS
• Wants to buy a home, but
doesn’t know what to look for
in a mortgage.
• Has a home in mind and
ready to buy a mortgage,
but concerned about
specific features.
• “Top 10 Mistakes Newlyweds
Make”
• “How to Set a New Year’s
Resolution You’ll Achieve”
• “Flowchart: Should I Rent or
Buy?”
• “7 Signs You’re Ready to Buy a
Home”
• “How to Tell a Good Mortgage
from a Bad One”
• Mortgage calculator
• “5 Tricks for Saving on Your
Mortgage”
• iPad offer
• Employee mortgage pricing
• Mortgage brochure
Content breakdown by funnel:

25. 25Components of a Content Methodology
C. Identify Market Opportunity and Channel Strategy
“What kind of content should we create?” is a question that plagues most
organizations when trying to launch a content operation for the first time.
Those that are most successful follow a few key guidelines:
1
Find the white space in your market. Where are
opportunities? What are competitors doing—or
not doing—in their marketing initiatives? What
customer pain points can you help address?
Answers to these questions help identify content
opportunities.
2
Build up to a Big Idea. Regardless of content
type, all GE content corresponds to the brand
message around “Ecomagination.” IBM’s idea is
“Smarter Planet.” What’s the concept your brand,
product, company, and service can own and be
identified with?
3
Identify the intersection of topics your brand can
own—be it entertainment content, educational
and informative content, or utility content—and
what your audience seeks.
4
Develop a voice, tone, and perspective that’s
original. Even for a well-covered topic, determine
the areas in which you can add value. “Me-too”
content has little value. Avoid adding to the noise.
5
Use tools like BuzzSumo to discover what
content formats and lengths are shared the most,
and where they are shared. Define which topics
your audience discusses most. Identify which
strategies are working best for other publishers
and brands, and consider how to emulate them.
6 Identify keywords with the greatest search
volume but the lowest competition.

26. 26
Find the white space in your market
20%
6%
5%
69%
Competitor A
Competitior B
Competitor C
Competitior D
Share of Voice Across
Social Networks
37%
10% 10%
42%
Publisher A
Publisher B
Publisher C
Publisher D
Share of Voice Across
Social Networks
Components of a Content Methodology

27. 27
Build up a ‘Big Idea’/Mission
“We must challenge startup founders to push their
companies to become the business that would put
them out of business. To us, thought leadership is
about differentiation. We strive to share unique
perspectives and proprietary data to cut through the
echo-chamber of ‘business resources.’”
Components of a Content Methodology

28. 28
Identify the topics you can own and your
audience seeks
Number of Shares Across
Social Networks
Number of Pieces Produced
4%
14%
9%
25%
17%
10%
22%
Apps/Tech Solutions
Creativity
Entrepreneurs
Morning Routines
Procrastination
Well-being
Workspace/Environment
5%
8%
6%
11%
14%
8%
48%
Components of a Content Methodology
14K pieces of content analyzed
13.7M total shares
959 average shares per piece of content

29. 29
Number of Shares
Across Social Networks
Number of Pieces
Produced
26%
2%
67%
4%
7K pieces of content analyzed in the past year
643M total shares
90 average shares per content piece
34%
5%
50%
11%
Budgeting Tips
Mortgages
Personal Loans
Student Loans
Components of a Content Methodology
Identify the topics you can own and your
audience seeks

30. 30
Develop a voice, tone, and perspective
Conversational Optimistic Helpful Inspiring
• Transparent, honest, and authentic — never preachy or overly corporate.
• Always helpful and optimistic, never negative, judgmental, or irreverent.
• Clear and uncomplicated, but still conversational and compelling.
• Knowledgable, but nurturing and advice-driven.
• Innovative and cutting-edge; never contrived or repetitious.
Components of a Content Methodology

31. 31
Uncover formats and lengths shared most
13K pieces of content analyzed in the past year
93M total shares
6.43K average shares per content piece
AverageNumberofShares(YTD)
2,500
5,000
7,500
10,000
Content Format
'How' Post Video 'Why' Post List Infographic
9,000
7,293
9,203
6,439
7,725
Components of a Content Methodology

32. 32
Identify keywords with the greatest
search volume and lowest competition
Components of a Content Methodology
Volume of Organic
Search Keywords
Scotiabank
16k
Competitor B
5000
Competitor A
900
Competitor C
500

33. 33Components of a Content Methodology
D. Evaluate Existing Processes and Resources

34. 34Components of a Content Methodology
While Coca-Cola creates much of its brand-centric content in-house,
it also turns to freelancers (via Contently) to tell a wide range of
other stories.
D. Evaluate Existing Processes and Resources: Coca-Cola
We’ve really
tried to carve
out a beat
system with
our Contently
writers. It’s
nice to know
who we can
go to for
certain stories.
JAY MOYE, COCA-COLA
JOURNEY’S EDITOR-IN-CHIEF
”

35. 35
V.
Create a Content Plan
To get a content methodology into action,
organizations need to formulate a content plan
that will propel their initial publishing efforts.
This plan spans the first 90 days, and allows
an organization to track what works best and
to optimize accordingly.

36. 36Create a Content Plan
The Content Plan

37. 37Create a Content Plan
A. Inputs

38. 38Create a Content Plan
B. Content
A content creation plan should include:
• Content creation categories and subcategories
• The share of content production allocated to each
• The formats and frequency of that content
• Production budget allocated to each

39. 39Create a Content Plan
B. Content
In turn, this content should be spread across an editorial calendar.

40. 40Create a Content Plan
C. Channels
• A channel plan should detail
the way the content that an
organization produces will be
distributed across its owned
and paid properties.
• Public relations, corporate
communications, sales
enablement, and recruiting
can all be integrated to
outline how each department
can leverage content.
Content Hub
Guides, infographics, multi-source blog posts, interviews,
event coverage, videos
Social Media
• Activation across
channels where
audience spends
time (Twitter,
Facebook,
Snapchat,
LinkedIn, etc.)
• Combination of
link sharing and
native social
content
(Instagram,
Facebook video,
photos, etc.)
• Optimized for
impressions, clicks,
shares, referral
traffic, lead source,
etc., depending on
content goal
Email
• Top-performing
content featured
monthly, weekly, or
daily depending
on content
maturity and
frequency
Paid
Distribution
• Headline
distribution (A/B
test 10 to 15
headline and
image
combinations per
piece across
Outbrain,
Facebook,
LinkedIn, etc.)
• Paid promotion of
well-performing
native social
content
• Paid search and
display

41. 41Create a Content Plan
D. Contributors
Map out all content contributors, the topics and formats of the content they
create, and the rate they are paid.

42. 42Create a Content Plan
E. Workflow and Approval
Determine the flow of approval within your organization. As a best practice,
have a single content leader who has final approval over all content published.

43. 43
VI.
Testing and Optimization

44. 44Testing and Optimization
The 90-Day Test
As content is published, evaluate:
A.
The performance of content based on topic or
format.
B.
The channels on which readers engage with content
most deeply.
C.
The contributors delivering the strongest results.

45. 45Testing and Optimization
A. Content
As a best practice, compare:
Content production data (number of stories published) vs.
content performance data (KPIs).

46. 46Testing and Optimization
B. Channels
Examine which channels drive the greatest content results. Prioritize future
content distribution resources accordingly.

47. 47Testing and Optimization
C. Contributors
Nurture and highlight the contributors who resonate best.

48. 48Testing and Optimization
The Flywheel

49. 49
Q+A