NY Enterprise Conference 7-12
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This document discusses content marketing strategies and best practices. It outlines how creating valuable content can increase brand awareness, favorability, and drive qualified leads through different stages of the buyer's journey. Key recommendations include discovering topics relevant to target audiences, evaluating meaningful content ideas, and disseminating content across various channels. Metrics like search performance, engagement, and new visitors are also presented to measure content marketing success. A case study demonstrates how regular content creation led to significant lead generation and traffic for a printing company.
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NY Enterprise Conference 7-12
- 1. Ruben Quinones, Director of New Media July 11 th , 2012• 3 West Club, NY, NY
- 2. Who We Are •Strategic Online Marketing Approach •SEO, Social Media , Pay-Per-Click, Display Ad management •Industry leading technology for managing, optimizing & tracking search based campaigns Some Brands We Have Worked With
- 3. Content Is King ood Visible Content Is King Purchase
- 4. How Content Impacts….. Qualitative Thought leadership Credibility A way to create multiple “touches” Email Marketing Google Rankings Social Media
- 5. Content Marketing Funnel Awareness Awareness Favorability Learning Favorabilit y Soft Conversions Consideration Intent to Purchase Intent to Purchase Purchase Remarketing
- 6. ew Content Boosts Your Interior Page Awareness Favorabilit y Consideration Intent to Purchase Purchase
- 7. Content For Social Initiates Conversations Provides Context to Your Social Properties Awareness Favorabilit y Consideration Intent to Purchase Purchase
- 8. “Acquisition vs. Nuture Based Content”
- 10. Characteristics of Content What’s New? Creation Commentary What’s going to happen…..what to watch out for How to – process oriented Tools and resources that would be of value to your readers Answering a Question Common Mistakes to look out for
- 11. Discovering Content Topics •Who are our audiences? •What are the touch points / challenges of our customers? •What are they asking?
- 12. Discovering Content Topics Audiences for Content
- 13. Discovering Content Topics Audiences for Content Customer Segmentation
- 14. Discovering Content Topics Audiences for Content Alliances
- 15. Discovering Content Topics Identifying Touch Points Identifying Touch Points
- 16. Discovering Content Topics Evaluating Meaning ful Content Employ boolean searches – ex. If a well known brand, use “Brand name” “context”, “Brand name” “Touch point” “Audience” “Context”, “Audience” “Touch point” “Competitor” “context”, “Competitor” “Touch point “touch point” “context” “touch point” “touch point”
- 17. Discovering Content Topics Evaluating Meaning ful Content Not known?/small business?….. “touch point” “context” “touch point” “touch point” “Audience” “Context”, “Audience” “Touch point”
- 18. Discovering Content Topics Evaluating Meaning ful Content Boolean search for context and a touch point. ex. “Jet Blue”, “customer service” Can be multiple variations of previously mentioned boolean searches Filter by News & Blogs
- 19. Discovering Content Topics Evaluating Meaning ful Content Boolean searches on YouTube
- 20. Discovering Content Topics Evaluating Meaning ful Content Boolean searches on Twitter
- 21. Discovering Content Topics Evaluating Meaning ful Content Boolean searches on Twitter
- 22. Disseminating Content to Your Audiences Ads targeted by keyword intent, titles, and interests
- 23. Make sure your audiences match up with your social organic efforts
- 24. Process for New Content Discovery Keep Focus 2. What type of post am I writing? 4. Who is my specific audience for this post? 6. What are one or two critical points I can answer for them? 8. What are the two keywords that describe the critical points? 10.Do a boolean search to see what might spark some ideas 12.Can I stretch these out into a series? 14.Next content post, repeat.
- 25. Some Key Performance Indicators • Share of Search • Search Visits to content on site • Referring Visits – Social / Other sites to • content • Engagement on content via external properties
- 26. Some Key Performance Indicators Your “visit duration” should improve, an indication that your content is being consumed
- 27. Some Key Performance Indicators Are new visitors coming in as are result of your content?
- 28. Some Key Performance Indicators How deep did they navigate beyond your page?
- 29. Some Key Performance Indicators Is your content creating new visitors to your site? Sort by referring
- 30. How Do I Manage This? •How much will I have to create? •What type of content should I produce? •Who can do this? •How do I know when to outsource?
- 31. Case Study •Post Card Mania – Print Post Cards •Created a acquisition marketing campaign geared at a hyper targeted audience. •Over the course of a year, gained 600 quality leads, over 72,000
- 32. Case Study Takeaway •Create Compelling Content •Establish face and “voice” •List development & remarketing •Participation & Evangelization