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EPIC CONTENT MARKETING
- 1. EPIC CONTENT MARKETING I SA A C S C H E A , E M I LY R U T T, J OY C R U Z BY JOE PULIZZI
- 2. WHAT IS CONTENTMARKETING? Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience-with the objective of driving profitable customer action.
- 3. MARKETING BY SELLINGLESS: The essence of this strategy is the belief that if we, as business,deliver consistent,ongoing valuable information to buyers,they ultimately reward us with their business and loyalty. Costumers don’t care about you, they care aboutthemselves.
- 4. Contentmarketing is notnew. Brands havebeentelling stories for centuries. Thedifference?It’s morecritical thanever to getit right.
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- 6. THROUGH CONTENT YOUCONNECT •It speaks to us,makes us want to share it, motivates people to buy • Less is more: quality over quantity There has been a shift from traditional marketing • Time and money • There is a lot of clutter
- 7. FINDING YOUR CONTENTASSETS • You've done it! • You've developed why you need the content, created the audience personas,identified the buying stages • But what if you don't have enough brand stories to meet the demands of the content marketing initiative? • The truth is that every company has enough raw material, you just have to know how to extract that information
- 8. HOW TO DO EPICCONTENT MARKETING?
- 9. 7 WAYS TOTAKE THE MEDIA WORLD BY STORM 1. Make mobile your top channel strategy 2. Hire professional journalists and writers 3. Repurpose all of your content 4. Develop rent-to-own content strategies 5. Develop professional editorial practices 6. Buy a media company 7. Make the reader your number one priority
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- 11. HOW LEGO’S CONTENT SUPPORTSTHE BUSINESS • In the 1980’s and 1990’s,LEGO faced a tremendous threat from competing construction toys. • The very simplicity of LEGO’s building blocks made them very easy to duplicate. • The company needed to build a powerhouse brand and develop an IMC approach to compete against a growing set of building-block imitators. MICROSITES LEGO MINISERIES LEGO CLICK MY LEGO NETWORK LEGO MAGAZINE LEGO ID LEGO LAND LEGO CLUBMEETINGS
- 12. HOW TO MANAGE EPICCONTENT MARKETING?
- 13. • Create avaluable experience. • Own it! Attract and retain costumers by consistently creating and curating content in order to change and enhance a consumer behavior. • Deliver the content your audience is seeking in all the places they are searching for it. • Create interesting information your costumers are PASSIONATE about so they actually pay attention to you.
- 14. TO ACCOMPLISH SUCCESSFUL CONTENTMARKETING YOU NEED: 1. People to do it 2. Roles/responsibilities for those people to fulfill 3. A schedule by which the tasks are fulfilled 4. Rules and guidelines
- 15. EDITORIAL CALENDAR The editorial calendaris one of the most powerful tools in content marketing. If you don't plan for content, it doesn'thappen
- 16. ROLES IN THECONTENT PROCESS • Manager or Chief Content Officer • Managing Editors • Content Creators • Content Producers • Chief Listening Officer • Freelance Writers
- 17. MANAGE INFORMATION LIKE APRODUCT • Customers filter out any information that doesn't benefit them in some way. • Must first build relationship with the customer through valuable and relevant information, andTHEN the company is able to sell products and services.
- 18. WHAT DOES THISMEAN? • Up-front business planning • Product testing • Research and development • Product success measures • Customer feedback channels • Quality control • Product evolution planning
- 19. 3 TAKEAWAYS 1. Startto think about content packages as a series (like aTV show) 2. Train all product managers in the basics of content marketing 3. Establish a pilot team
- 21. CONTENT TYPES BLOGS: • Briefchunks of information • Frequently refreshed web content E-NEWSLETTER: • Permission-based means of regular communication with current and future customers
- 22. E-BOOKS: • Typically 12-40pages of information in a visually attractive,reader-friendly format • Content is informative and entertaining WHITEPAPERS: • Topical reports,typically 8-12 pages long, on issues that require a lot of explanation • Contrary to popular headlines,the white paper is not dead • If done correctly, the white paper can be highly effective in content marketing "There is no substitute for well-researched,well- thought-through points of view on issues that really matter to your customers. If you don't take time to do that, it doesn't matter what format you are using. It just won't be effective.” Rob Leavitt (Director ofThought Leadership at PTC)
- 23. WEBINAR/WEBCASTS: • Webinar:Slides andaudio • Webcast:Slides,audio, and video VIDEOS: • Youtube andVimeo have greatly simplified the process of sharing videos TESTIMONIALS&CASESTUDIES: Testimonial:quote or information straight from the customer -Considered to be a trustworthy source Case Study:document,typically 1-2 pages long -Combines first-person testimonial with narrative structure of a story
- 24. DIGITALMAGAZINES: • Hybrid betweentraditional magazines and "souped-up" PDFs • Self-contained,visually compelling periodical content that doesn't require special software to open or read • Zappos ZN magazine captures the look and feel of traditional print content while adding convenient features (like searching, printing,and shopping) E-LEARNINGSERIES • Carefully planned curriculum of educational content that may be delivered through a variety of mediums,including audio podcasts,video, slide presentations,webinars,and more. MOBILEAPPLICATIONS • "Apps” • Allow users to utilize their PDAs into devices to meet specific needs
- 25. PODCASTS • An audiofile you can listen to on computer or mobile device, distributed via RSS or iTunes PRINTEDBOOKS • Full-length books still carry authority • Revenue Disruption - from Marketo • Precision Marketing - from Ricoh InfoPrint • Engagement Marketing - from Constant Contact Online Game • Electronic game that reinforces favorable experience of the brand Infographics • Visual representation of information or data in a chart, graph,or other form of illustration
- 26. OTHER EXAMPLES OFCONTENT MARKETING • Executive roundtable • Industry ranking systems • Comic Book • Audio Book • VirtualTrade Shows • Road Shows • Branded ContentTool • Online Survey Research Projects
- 27. THE CONTENT PLATFORM TheHub-and-Spoke Model • "Don't build on rented land” • You can create a following on Twitter, Facebook,or LinkedIn, but you don't own it • Create a social hub,preferably a blog,to which to drive social traffic • Develop distribution channels and communities off the hub
- 28. SOCIAL MEDIA FOR CONTENT MARKETINGNO C O N T E N T M A R K E T I N G S T R A T E G Y I S C O M P L E T E W I T H O U T A S T R O N G S O C I A L M E D I A S T R A T E G Y
- 29. FACEBOOK • Quality> Quantity •SmarterTargeting (PPT) • Graph Search • Publish, and publish often • Consider contests or promotions TWITTER • Tell a Story • Use # • Testing Grounds • Tweet Live YOUTUBE & VIMEO • Enable video embedding • Mix professional and homegrown videos • Show don’t tell. • Keep it short.Think compilations, not long shots LINKEDIN • Spruce up your company page • Plugged in staff members • Quality> Quantity • Participate in groups
- 30. GOOGLE+ • Healthy mixof content media • Symbols like # and + are your friends • Share individual content from your staff • Use longer-form content for commentary PINTEREST • Does the platform fit your audience • It’s more than just images (use video) • Share reading list • Show your company’s personality FOURSQUARE • Encourage staff to check in at the office and company events • Do research on your market • Create a badge • Share tips that are relevant to your audience INSTAGRAM & FLICKR • Post images that accompany your content with a link • Share unique behind-the-scenes content • Tie promotions to images • Turn followers into sources of content (tags)
- 31. STUMBLEUPON • Only signup if you have time to stay active. • Use the “paid discovery” service. • Add a stumbleUpon button to each piece of content you create. • Make it easy to share older content too. • Find inspiration for your own content. TUMBLR • Use your tags. • Post snippets of content. • Reblog, comment,and“like” often • Link back to your page • Focus your content (tight niche) SLIDESHARE • Share your e-books. • Recycle old content • Embed your slides on other sites. • Spend time on your title slides • Create lengthy,data-driven presentations. QUORA • Create a comprehensive profile. • Follow topics,and find influencers. • Ask and answer questions.
- 32. ACTIVITY Develop an epiccontent marketing strategy for the Liberty Athletics department that creates more interaction and story that relates to Liberty students. Need:To raise fan loyalty to Liberty's football team Target Audience:College students The goal or objective • Understanding how the audience buys/interacts • Choosing your content niche • Developing content marketing mission statement • What are the informational sources on which you would rely? • Why do you engage in them? • What makes them special?
- 33. KEY TAKEAWAYS: • Beforeyou create any new content,figure out first what you have to work with. • Determine a process to coordinate the content you have, and start thinking about when content will need to be updated. Assigning someone to this task will help! • A blog can be, and should be, a core part of communicating with and marketing to your customers. • Content without design doesn’t look appetizing, • Hiring an editor is not a want, but a must for all organizations. • 90% of all corporate websites talk about how great the company or product is and forget about the customer. • 90% of all websites are terrible. • Customers want to be inspired. Be the inspiration! • There is no right way to do content marketing,be willing to experiment. • Never overlook the power of simplicity • There are no shortcuts to epic content marketing. • Before you create your content masterpiece,first figure out how you are going to market it.
- 35. QUESTIONS TO CONSIDER •Determine if your content is more about customer "pain points" or more about "how great our products or services are?” • Will people share and spread this information in social media? • Will they talk to their colleagues about it? • Will they search for it? • Will they become so engaged in it that they will friend or follow you?
- 36. CRITICISMS: • Some socialmedia platforms mentioned in the book are already outdated: StumbleUpon • Emerging social media platforms have replaced some old ones because of its effectiveness and immediacy: Snapchat,Periscope,Vine • Features are also content types:Product placement in the narrative. • Writing style is repetitive, list-heavy. • Chapter organization was unclear at times. • You don’t necessarily need to own a media company