2. What is content marketing
Content marketing :
A strategic marketing approach
Focused on creating and distributing valuable, relevant, and consistent content
Designed to attract and retain a clearly-defined audience
Ultimately, to drive profitable customer action.
3. Why focus on content?
3
57%
of purchase decisions made
before a customer talks to a
supplier
CEB Inc., 2015
85%
By 2020, customers will manage
of their relationship with an
enterprise without interacting
with a human.
Gartner, 2015
4. Do Less, Not More
Less content is easier to manage
Less content is more user friendly
Less content cost less to create
5. Content is everywhere
Figure out what you have
Quantitative inventory
Qualitative assessment
Listen to your customers, employees and competitors
6. Content Team
Manager
Editor
Social media specialist
Graphic designer
Web developer
Analyst
Writer
SEO specialist
7. Most content managers are a Jack of All Trades
17%
10%
12%
10%
13%
9%
13%
9%
7%
One Two Three Four Five Six Seven Eight Nine
How many different roles do you fill on the content team?
2016 Rundown Study
10. All Content is not Equal
Syndicated content typically lower quality with little SEO value
High volume of content hard to keep updated and organized
User generated content can be inconsistent
Outsourced writers - good ones are expensive, cheap ones are bad
11. Without a plan there is chaos
Pieces of a content plan
Site map
Content schedule
Distribution strategy
12. It is harder than it looks
Plan the elements – How will we do this?
Inventory
Page templates
Source material
SEO guidelines
Software
The content plan is not the strategy
23. Email Marketing
Mail Chimp most popular price and simplicity
Constant Contact more robust product
Emma
Delivera is an Indy based company
24. Project Management
Basecamp – most popular, well established
Trello
Workamajig
Poidio
Slack – new product gaining ground as social tool as well
Teamwork Projects
Asana
Insightly
25. Social Media Management
Hootsuite – Most widely used
Spredfast
Sprinklr
Adobe Social
Sprout Social
Tweet Deck
Buffer
Content marketing is more important than ever when you look at these two statistics…
[click to build] 57% of a typical purchase decision is made before a customer even talks to a supplier (https://www.cebglobal.com/exbd/sales-service/the-end-of-solution-sales/index.page)
This means that over half of the customers out there may only have your content to interact with before they make a purchase. That makes that content critically important.
[click to build] By 2020, customers will manage 85% of their relationship with an enterprise without interacting with a human (Gartner, http://www.targetmarketingmag.com/post/death-salesman/all/)
Technology is enabling more and more efficiencies in business operations, from sales to support. This means that those customers and members you do have will increasingly be able to manage that relationship without a person in the mix. Once again, what they read, what they hear or view…it all becomes so much more important.
[click to next slide]