My presentation at Content Marketing World Sydney on April 2, 2014. This presentation outlines the process you need to follow to create a content matrix, the tool content marketers need to align, prioritize, and fuel a successful content strategy.
Présentation de la stratégie éditoriale de BluneSamichaPinson
Mise au point de la stratégie éditoriale et communautaire de la marque de vêtements Blune.
Dans le cadre de la formation expert stratégie marketing et communication chez Openclassrooms.
The Anatomy of the Corporate Content Team: 5 Models to Inspire Your Team's St...HubSpot
How do most corporations structure their content teams? What can you learn from them?
In this presentation you'll learn about the five common content production models employed by old media, new media, brands, and agencies so that you can choose a content team structure for your organization based on your business model, content goals, and available resources.
Check out the associated blog post for more info: http://hubs.ly/y0fT2s0
A brief overview of the IMPRiNT Digital Agency capabilities and services. We help clients maximize their growth and potential through digital development and marketing. A few of our key services include website development, web design, seo (search engine optimization), user interface design, social media marketing, and online media buying for mobile and web. More on our services at www.imprint.la.
Digital marketing in B2B organization has become an essential mandate for Marketing organizations. A recent ITSMA report suggests:
·The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets
·Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing, while budget is flowing away from public trade shows, sponsorships, and traditional advertising
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Présentation de la stratégie éditoriale de BluneSamichaPinson
Mise au point de la stratégie éditoriale et communautaire de la marque de vêtements Blune.
Dans le cadre de la formation expert stratégie marketing et communication chez Openclassrooms.
The Anatomy of the Corporate Content Team: 5 Models to Inspire Your Team's St...HubSpot
How do most corporations structure their content teams? What can you learn from them?
In this presentation you'll learn about the five common content production models employed by old media, new media, brands, and agencies so that you can choose a content team structure for your organization based on your business model, content goals, and available resources.
Check out the associated blog post for more info: http://hubs.ly/y0fT2s0
A brief overview of the IMPRiNT Digital Agency capabilities and services. We help clients maximize their growth and potential through digital development and marketing. A few of our key services include website development, web design, seo (search engine optimization), user interface design, social media marketing, and online media buying for mobile and web. More on our services at www.imprint.la.
Digital marketing in B2B organization has become an essential mandate for Marketing organizations. A recent ITSMA report suggests:
·The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets
·Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing, while budget is flowing away from public trade shows, sponsorships, and traditional advertising
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Digital 2022 Bangladesh (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Bangladesh in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Bangladesh, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
How to create Social Media Calendar. Here you will find how to create an effective social media content calendar to help you plan and manage your posts. You'll also be given recommendations for great tools to assist you in creating and managing that content.
Digital Content Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Digital Content Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31MrmPx
Digital 2022 Cameroon (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Cameroon in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Cameroon, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2023 Global Overview Report (Summary Version) (January 2023) v02DataReportal
All the latest stats, insights, and trends you need to make sense of how the world uses the internet, mobile devices, social media, and ecommerce in January 2023. For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com
Developing a Content Marketing StrategyKatie Roberts
Developing a content marketing strategy
- Understanding target audience to build social personas
- Build an editorial content calendar
- Leverage brand ambassadors for content curation
- Establish a baseline set of metrics
Omnichannel Customer Experience. Companies such as Amazon, Facebook, Google, Apple already know that the future of user experience is automated interface creation depending on customer needs.
Digital 2022 United Arab Emirates (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in the United Arab Emirates in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in the United Arab Emirates, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 October Global Statshot Report (Oct 2022) v02DataReportal
This report explores the global "state of digital" in October 2022. It contains all the latest stats, insights, and trends you need to make sense of how the world uses the internet, mobile devices, social media, and ecommerce. Read our complete analysis of these numbers here: https://datareportal.com/reports/digital-2022-october-global-statshot
For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com/
Digital 2022: Essential TikTok Stats for Q2 2022 v01DataReportal
This presentation contains DataReportal’s update on TikTok adoption and use around the world in April 2022, including the number of TikTok users by country, and insights into TikTok’s audience demographics (i.e. TikTok users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms
Digital Marketing Consulting For Business Proposal PowerPoint Presentation Sl...SlideTeam
If your company needs to submit a Digital Marketing Consulting For Business Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3g2o5SS
Digital 2021 Thailand (January 2021) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Thailand in 2021. Includes the latest reported numbers for internet users, social media users, and mobile connections in Thailand, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Cote d'Ivoire (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Côte d’Ivoire (the Ivory Coast) in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Côte d’Ivoire, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Tunisia (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Tunisia in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Tunisia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
How Your Competitors Can Improve Your Content StrategyEllie Mirman
Content marketing has exploded in the last decade, and with it, the clutter and noise. The ability to stand out through content has become more and more difficult, but it is your competitors themselves who can inform how you will win with content. Join this session to learn how to create an intel-driven content strategy that drives engagement and ROI.
Digital 2022 Bangladesh (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Bangladesh in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Bangladesh, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
How to create Social Media Calendar. Here you will find how to create an effective social media content calendar to help you plan and manage your posts. You'll also be given recommendations for great tools to assist you in creating and managing that content.
Digital Content Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Digital Content Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31MrmPx
Digital 2022 Cameroon (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Cameroon in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Cameroon, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2023 Global Overview Report (Summary Version) (January 2023) v02DataReportal
All the latest stats, insights, and trends you need to make sense of how the world uses the internet, mobile devices, social media, and ecommerce in January 2023. For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com
Developing a Content Marketing StrategyKatie Roberts
Developing a content marketing strategy
- Understanding target audience to build social personas
- Build an editorial content calendar
- Leverage brand ambassadors for content curation
- Establish a baseline set of metrics
Omnichannel Customer Experience. Companies such as Amazon, Facebook, Google, Apple already know that the future of user experience is automated interface creation depending on customer needs.
Digital 2022 United Arab Emirates (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in the United Arab Emirates in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in the United Arab Emirates, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 October Global Statshot Report (Oct 2022) v02DataReportal
This report explores the global "state of digital" in October 2022. It contains all the latest stats, insights, and trends you need to make sense of how the world uses the internet, mobile devices, social media, and ecommerce. Read our complete analysis of these numbers here: https://datareportal.com/reports/digital-2022-october-global-statshot
For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com/
Digital 2022: Essential TikTok Stats for Q2 2022 v01DataReportal
This presentation contains DataReportal’s update on TikTok adoption and use around the world in April 2022, including the number of TikTok users by country, and insights into TikTok’s audience demographics (i.e. TikTok users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms
Digital Marketing Consulting For Business Proposal PowerPoint Presentation Sl...SlideTeam
If your company needs to submit a Digital Marketing Consulting For Business Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3g2o5SS
Digital 2021 Thailand (January 2021) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Thailand in 2021. Includes the latest reported numbers for internet users, social media users, and mobile connections in Thailand, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Cote d'Ivoire (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Côte d’Ivoire (the Ivory Coast) in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Côte d’Ivoire, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Digital 2022 Tunisia (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Tunisia in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Tunisia, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
How Your Competitors Can Improve Your Content StrategyEllie Mirman
Content marketing has exploded in the last decade, and with it, the clutter and noise. The ability to stand out through content has become more and more difficult, but it is your competitors themselves who can inform how you will win with content. Join this session to learn how to create an intel-driven content strategy that drives engagement and ROI.
How to Create a Financial Content Strategy that Works Kevin Cain
Kevin Cain's presentation at Content Marketing World 2013 describes the elements necessary to create a successful content marketing program in financial services or any other industry.
Don't Do Just One Webinar - Create a Winning Thought Leadership SeriesWebAttract, LLC
This deck was used for a session at the 2013 Content Marketing World. Attending were demand generation professionals who wanted to hear about the business challenges and outcomes of 5 actual B2B case studies,including the rationale for why each brand went beyond doing a "1 off" webinar, and instead, did a webinar series.
Derby HubSpot User Group: Building Conversion Paths for Effective Lead Genera...Emma Jones
Presentation slides from the March Derby HUG session, covering:
- How to plan and implement measurable, persona led campaigns
- Aligning existing content to the buyer journey
- An overview of marketing automation best practice
- Setting up lead nurturing workflows using HubSpot
Brands have the opportunity to rethink their approach to content by gaining alignment across business functions. The social bizologist can lead the charge in achieving this.
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...G3 Communications
“It’s all about the buyer” has always been good marketing advice. That used to mean artfully steering them toward a sale. Now it means handing buyers the wheel. So how can you put buyers in the driver’s seat but still control their destination? With interactive content.
Interactive content gets to the heart of buyers’ needs without making them feel exposed. It educates, persuades and empowers buyers at every stage of the journey. And it can even help you evaluate fit without the buyer feeling intruded upon.
In this Show & Tell session, we’ll share an interactive assessment that we’ve utilized with great success. It provides buyer intelligence we are able to use in messaging and content creation, serves as an excellent nurturing tool, and importantly, has even generated leads that have converted into sales.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Blogging for Thought Leadership: A Blueprint for A/E/C Firmscircle S studio
Blogging is the cornerstone of content marketing and should play a central role in your A/E/C firm’s online marketing and thought leadership efforts. The right kind of blog can drive website traffic, build and nurture relationships, support business development efforts and showcase your firm’s subject-matter expertise.
B2B Social Media Marketing: A successful LinkedIn InMail strategyMarketingSherpa
Join Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.
Attempting content marketing without clear content marketing goals and metrics isn't worth doing; It's like nailing jelly to the wall. It won't stick.
Content Marketing is about creating relevant, customer-centric marketing content that moves your potential customers along their buying cycle, toward a decision to purchase from you.
But before you create content to support your marketing efforts, you need to answer several baffling questions like: What types of content should you use? What channels should you engage audiences in? What calls to action should you focus on? What interactions should you measure? What metrics should you track and report on, and how frequently: Daily, weekly, or monthly?
A goal setting framework gives purpose to your content marketing
The purpose of this presentation is to introduce several helpful frameworks for setting content marketing goals and metrics.
Goals are essential to the completion of any strategic activity that requires the best use of resources: Goals give us purpose, destination and direction.
Content marketing is complex and it needs clarity of focus, buy-in from team members, and regular updates for stakeholders on how the activity is tracking toward goal.
I delve beyond Jay Baer’s 4 Buckets of Content Marketing metrics, to oultine a more complete framework for tracking 7 content marketing metrics that marketers simply can’t afford to ignore, and the tools to track them.
Metrics make us accountable to answer tricky questions about content marketing performance like: Does our content appeal to our key audiences? Which formats are working and which aren’t? How is content influencing audiences? Are we forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this content activity contributing to our bottom line?
This presentation comes from the Content Marketing Essentials webinar series I produced for Idio, the content intelligence platform, built to help marketers think and act more strategically with their content marketing.
The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013Fresh Egg UK
A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
emflConf 2016 - What's Now, What's New and What's Nextemfluence
emfluence CEO Dave Cacioppo shares new and upcoming features in the emfluence Marketing Platform. Dave's presentation was given at the 2016 emfluence Marketing Platform Conference in Kansas City on May 19, 2016. http://www.emarketingplatform.com/
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Similar to The Content Matrix: Your Key to a Successful Content Strategy (20)
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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9. @kevinrcain #cmworld
Susan is a VP of operations and needs a
better e-mail archiving solution. She finds
her existing service frustrating because it is too
slow and unreliable, but doesn’t know there
are better solutions available. She is the final
decision-maker and, while price is an
important motivating factor when making a
purchase, she’s most concerned with
functionality and ease of use.
Develop a buyer persona
21. @kevinrcain #cmworld
Think about how you will make contact
e-mails
phone calls
text messages
tweets
skywriting
linkedin messages
door hangers
search engines
online forums
retargeting
events
advertisements
other buyers
friends
colleagues
networks
industry analysts
outbound contact inbound contact contact through others
28. @kevinrcain #cmworld
case studies
articlese-mails
fact sheets
blog posts
podcasts videos
white papers
webinars
reports
infographics
newsletters
eBooks surveys
games
testimonials
apps
press releases
brochures
call scripts
magazines
ads
gifs
presentations
quizzes
ROI calculators
Consider the different types of content you could create
29. @kevinrcain #cmworld
Pick content that makes sense at each stage of the buyer journey
unaware aware interested research purchase
Goal:
raise awareness
blog posts
infographics
viral videos
articles
industry data
podcasts
Goal:
demonstrate
value of solving
problem
blog posts
infographics
viral videos
articles
industry data
podcasts
Goal:
promote interest
in finding
solution
webinars
landing pages
ebooks
white papers
reports
Goal:
foster
comparisons
case studies
testimonials
product guides
fact sheets
product demos
ROI calculators
Goal:
encourage a sale
how-to videos
tutorials
34. @kevinrcain #cmworld
unaware aware interested research purchase
Map the details of your existing content to your new matrix
context
conversion goal conversion goal conversion goal conversion goal conversion goal
contact method contact method contact method contact method contact method
content format content format content format content format content format
content topic /
messaging
content topic /
messaging
content topic /
messaging
content topic /
messaging
content topic /
messaging
35. @kevinrcain #cmworld
Map the details of your existing content to your new matrix
context
contact method
blog posts
content topic /
messaging
conversion goal
contact method
content format
content topic /
messaging
conversion goal
contact method
content format
content topic /
messaging
conversion goal
contact method
content format
content topic /
messaging
conversion goal
contact method
content format
content topic /
messaging
conversion goal
unaware aware interested research purchase
36. @kevinrcain #cmworld
Map the details of your existing content to your new matrix
advances in e-mail
archiving
contact method
blog posts
context
conversion goal
contact method contact method contact method contact method
content format content format content format content format
content topic /
messaging
content topic /
messaging
content topic /
messaging
content topic /
messaging
conversion goal conversion goal conversion goal conversion goal
unaware aware interested research purchase
37. @kevinrcain #cmworld
Map the details of your existing content to your new matrix
drive people to
landing page
advances in e-mail
archiving
contact method contact method contact method contact method contact method
blog posts content format content format content format content format
content topic /
messaging
content topic /
messaging
content topic /
messaging
content topic /
messaging
context
conversion goal conversion goal conversion goal conversion goal
unaware aware interested research purchase
38. @kevinrcain #cmworld
Map the details of your existing content to your new matrix
drive people to
landing page
advances in e-mail
archiving
SEO and
newsletter
contact method contact method contact method contact method
blog posts content format content format content format content format
content topic /
messaging
content topic /
messaging
content topic /
messaging
content topic /
messaging
context
conversion goal conversion goal conversion goal conversion goal
unaware aware interested research purchase
39. @kevinrcain #cmworld
Map the details of your existing content to your new matrix
conversion goal conversion goal conversion goal conversion goal
contact method contact method contact method contact method
content format eBook case study content format
content topic /
messaging
content topic /
messaging
content topic /
messaging
content topic /
messaging
Map the details of your existing content to your new matrix
drive people to
landing page
advances in e-mail
archiving
SEO and
newsletter
blog posts
context
unaware aware interested research purchase
40. @kevinrcain #cmworld
Map the details of your existing content to your new matrix
subscribe for
newsletter
download trial
e-mail campaign
influencer
promotion
eBook case study
How new solutions
can help you
our product rules
conversion goal conversion goal
contact method contact method
content format content format
content topic /
messaging
content topic /
messaging
drive people to
landing page
advances in e-mail
archiving
SEO and
newsletter
blog posts
context
unaware aware interested research purchase
41. @kevinrcain #cmworld
Identify where the gaps are
subscribe for
newsletter
download trial
e-mail campaign
influencer
promotion
eBook case study
How new solutions
can help you
our product rules
conversion goal conversion goal
contact method contact method
content format content format
content topic /
messaging
content topic /
messaging
drive people to
landing page
advances in e-mail
archiving
SEO and
newsletter
blog posts
context
unaware aware interested research purchase
Hi everyone. My name is Kevin Cain and I’m here today to talk about how to create a content matrix, which is one of the most basic, but also most important tools that you need to develop a successful content strategy. Now even though it’s a very basic tool, that doesn’t mean that creating a content matrixis simple. In fact, although the ideas and concepts are easy enough to understand, it takes a lot of time, effort, and discipline to put together a really useful content matrix. That said, once you do, you’ll find that you have a solid framework in place that allows you to align, prioritize, and fuel a successful content strategy. What I’d like to do today is walk you through the steps it takes to both create and use a content matrix. But before I do that, let me take a minute to tell you a little bit about myself.
I’ve worked in corporate communications and content marketing for my entire career, and have always been in either the financial services or consulting industries. Most recently, I was the director of content strategy at OpenView Venture Partners, which is a leading venture capital firm in Boston. Prior to that I was the managing editor at State Street, one of the world’s leading providers of financial services to institutional investors, where I oversaw their thought leadership publications.I’ve also been lucky enough to be a regular speaker at Content Marketing World back in the United States and am really excited to be here with all of you today. In fact, I was so excited about the opportunity to be here that I not only flew the 24 hours, but actuallymoved here to Sydney about a month ago. Today I’m a freelance content marketing and communications consultant. What that means is that I’m still doing some freelance work for OpenViewand a couple of other clientswhile actively looking for new opportunities here in Sydney. So if you like my presentation and know of any content marketing or corporate communications jobs here in town, come grab my business card afterwards and let’s talk.
Now even though I’m no longer at OpenView, that’s where I learned how to create a content matrix and so I think it’s worth telling you a little bit about. In a nutshell, OpenView is the leading venture capital firm that invests in B2B software companies at the expansion stage. One of the firm’s big differentiators is that it has a team of full-time consultants who help the companies OpenView invests in get bigger faster. No other VC does this like OpenView and the firm has done a great job of building its brand as the “value add VC” within its niche.While I was at OpenView we built a substantial content marketing program to communicate and reinforce this positioning. What you see on this slide are a few examples that illustrate the work that we did and the extent of our content marketing program. Now considering that OpenView is a small firm with less than 30 people, and that I had just two people under me on my team, I think these are pretty impressive results. Of course, more important than any of those achievements is that today when OpenView calls a potential investment, more and more of those companies already know about the firm and why it’s different. That speeds up our sales cycle and increases our conversion rate,which is really one of the main goals that most content marketers are after.
Now the other really interesting and relevant part of my role at OpenView is that in addition to leading the firm’s content marketing effort, I also got to work with its more than 20 portfolio companies, helping them to set up their content marketing programs and establish their own content strategies. Invariably, when I would work with these companies, I always wound up helping them to build a content matrix. That’s because like so many other companies out there, they all faced a common challenge.Now if you’re wondering what that challenge is [click]…
…It’s that they don’t have a content strategy in place and, quite frankly, often don’t really know how to go about creating one. Now if you ask most content marketersif they have a content strategy they’ll say that they yeah, of course they do.But as soon as you dig a little deeper, you’ll often find that’s not actually the case.I think there are two reasons for this. First, many content marketers lack focus and try to take on too many things at one time. Unfortunately, doing so doesn’t make them heroes, it just makes them less effective. The truth is that to be successful at content marketing, you’ve got to be sharply focused on just one or two customer segments to start. Only after you’ve mastered them can you move on to others. The second part of the problem is that they often don’t have a good framework in place for creating a cohesive strategy that brings all of the right elements of a good content plan together. Sure they know that they need to be thinking about their existing and future content needs. Hopefully they also know that they need to understand their buyers and how to best deliver content to them. And some of them even know what actions they want their audience to take after consuming their content and how those actions can ultimately result in sales. The problem, however, is that they often don’t have a good way to bring all of this information together. As a result, the content that they create doesn’t resonate with their audience, and ultimately their content marketing programs don’t generate the kind of ROI that they’re supposed to. That’s where a content matrix comes in. It’s really just a grid of valuable information about who your buyer is and the content you’re going to produce for them. That said, creating one will help give you the focus and framework necessary to build a solid content strategy and meet your business objectives.
Creating a content matrix is an exercise that forces you to think about what I consider to be the four fundamental components of a holistic content strategy, and to then get organized around them.Those components are: the context of your audience’s situation, the conversions that you are trying to drive with each piece of content, the way in which you actually contact your audience, and lastly the content itself. Let’s take a closer look at each one.
So the first component of your content strategy that you want to include in your content matrix is the context.Context is all about how well you understand your target audience and the journey that they are on. If you don’t truly know your audience and the context of their situation, it’s going to be impossible to create content, let alone an entire content strategy, that will really resonate with them and ultimately shepherd them through their buyer journey.That means that you’ve really got to invest some time and effort up front into understanding the context around your target audience. So how exactly do you do that?
The firststep is to take the the time to understand your buyers so that you can create buyer personas, which are simply short but very useful descriptions of your target buyers. Now even though lots of people talk about buyer personas, what I’ve noticed is that they use them as an end product rather than as a tool to gain the insights they need to design a successful content marketing program. That’s a real mistake. As we’ll see, you’ve really got to apply what you learn about your buyers to all aspects of your content marketing program.To create effective buyer personas you really need to get to know your buyers. Now depending on whether you’re a B2B or B2C business, the information you’re after will vary. For B2B, generally speaking, you’ll want to answer questions like: [click]Who are your buyers and what are their titles?Where do they work? What do they care about? What do they need? What’s going to motivate them to make a purchase? What are their pain points and what concerns do they have that could potentially prevent them from buying? You also want to know what their role in the buying process is. Are they the ultimate decision-maker? Are they an economic buyer or a technical buyer? And, who influences them in terms of their buying decisions?There are lots of different ways to get this information, but the best way is to just talk to your buyers. Once you’ve compiled as much information as you can, it’s a matter of taking the most relevant details and using them to create a description of who your target buyer is.
Here’s a fictitious example of a persona that a B2B software company specializing in e-mail recovery might put together for one of its buyers.[Read persona out loud.]This is a very simplified buyer persona, but it still offers some useful contextual information that can help us as we build our content matrix and strategy. We know what Susan’s problem is, what role she has to play in making the purchase, and what she cares about most when making the decision,all of which are important details.But understanding your buyers goes beyond just knowing about them. You also need to understand the journey that they’re on and where on that journey they are most likely to get hung up or stuck.
What you see here is a very simplified buyer journey that I’ve created to represent the steps that Susan might go through leading up to a purchase. In this example, we see that Susan’s buyer journey consists of five stages:She starts out unaware that thereare better solutions available for e-mail archiving. Next she becomesaware that there is in fact better software out there and goes on to become interested in learning more about it. From there she conducts the research she needs to understand what the best options are for her to solve her problem.And finally, after doing all of that, she decides whether or not to make a purchase.
Invariably, there are going to be points along the way where Susan gets hung up or stuck in her buyer journey. At the awareness stage, for example, which is where buyers often get hung up, it may simply be that she just not finding the right information. Or at the research stage, which is also a common sticking point, it may be that she has concerns with the new services she’s discovered that she hasn’t been able to address.The key is to know where your buyers are generally getting stuck and then to do everything you can to get them unstuck. The way to do that is by providing them with highly relevant content that’s designed to resolve their concerns and give them whatever information they need to move forward with confidence.
When you do that, it’s possible to turn those sticking points into leverage points that can actually help propel your buyers through their buyer journey so that they make a purchase.
Now that we have a basic understanding of our buyer’s context and their situation, which is the first component of our content strategy, we can start tracking this information in a simple matrix. [click]So what you see here is the start of that matrix. Across the top I have listed the different stages of the buyer journey. I highlighted those sticking pointswe were talking about before because we need to focus on them as part of our strategy.Below that is where you can include whatever contextual information you have gathered that’s most relevant. For example, what your buyers care about most or what their biggest pain points are. This information is generally going to be applicable across the entire buyer journey.Now whenever I create a content matrix, I like to start out using a white board where there’s plenty of room to get my thoughts out and to get other people’s feedback and input. Once I’ve got something I’m happy with, I transcribe the information into an Excel spreadsheet. You can do whatever works for you. The most important thing is just to get the information out of your head and into a document where you can look at it holistically and think about how it all works together.
So that brings us to the second component of our content strategy that we’ll want to capture in a content matrix: our conversion goals. A conversion is simply an action that you want your audience to take as a result of consuming your content. For example, let’s sayyour target audience receives an e-mail from you, thinks the subject line is really interesting, and decides to open the message. That’s a conversion. You should have a conversion goal for every piece of content that you create so that each piece is in some way helping to move your buyers down the path to purchase.Now there are lots of different types of conversions you could be trying to achieve. Some are big and some are small.
For example, your conversion goals may be to get your buyer to:Subscribe to your newsletter Visit your websiteSign up for a free trialDownload a white paperFollow youRead a blog postTweet somethingOf course ultimately you want them to pull the trigger and make a purchase. The important thing to remember is that the conversion goals you set need to be appropriate for the context of where your buyer is in their buyer journey. Someone who’s at the unaware stage isn’t going to sign up for a free trial, let alone make a purchase, because they’re not ready to do so yet. But that person might be far enough along in their journey that they’d read one of your blog posts or watch a short video.As a result, you can’t just focus on the ultimate conversion that you’re trying to make happen. [click]Instead, you have to think about the potential conversion paths — or the series of smaller conversions along the way — that will ultimately lead up to it. Of course, they don’t always happen in a nice orderly fashion.
In fact, sometimes they take a bit of a different path, or go forward and then backward, and then forward again, but that’s ok as long as they ultimately help drive your buyer toward a purchase.
Once you’ve figured out what your conversion goals are, how do you actually get people to convert?First, you want to make sure that you are getting people’s attention. That means taking care with your headlines and subject lines, using really compelling images, and making sure that your content is interesting and even entertaining. It’s also important that once you’ve got people’s attention, you make it really clear what it is that you want them to do with clear calls to action.It’s also helpful to create dedicated landing pages for your most important conversion goals and to regularly A/B test them to see what works and what doesn’t. Sometimes something as seemingly insignificant as changing the color of a button or the font of a call to action can make a big difference. Another thing that works really well is offering some kind of incentive. In the case of the software companies I worked with at OpenView that were targeting a lot of folks in IT, offering people a free t-shirt was an amazingly effective way of getting them to do something. Of course, often times the only thing you need to give people is really compelling content. By gating your best stuff, you can ask your audience to share their contact details in exchange for the ability to download your content. In my experience, it works really well.
So now let’s go back to our content matrixand add in our conversional goals for each stage of the buyer journey.
Now as I mentioned earlier, every piece of content needs to have a conversion goal and this presentation is no exception. My conversion goal for all of you is to two-fold: First, I want you to visit my website, kevinrcain.com, where you can read my blog posts and find out a lot more about content marketing, communications, and strategy. My second goal is for you to connect with me on LinkedIn, Google+, and Twitter.
The third component of your content strategy that you will want to track in you content matrix is the points of contact you are going to use to reach your target audience. In other words, what tactics are you going to use to deliver your content to your buyers?
There are lots of different ways to get your messages out to your audience, but generally speaking they fall into three main categories:There’s outbound contact, where you are actively contacting your buyers. This includes conventional forms of contact like e-mails, phone calls, text messages, and tweets, and non-conventional ones like skywriting. Next you’ve got inbound contact, where your buyers contact you. For example, maybe they find you through a Google search, in an online forum, or through retargeting.And finally there’s contact through others, where other people (such as your friends, colleagues, or maybe industry analysts) contact you or you contact them.There are lots of options for making contact, and certainlyfar more than are listed here. The important point is that you’ve got to be very selective about which forms of contact you use and once again think about your contextual understanding of your audience. There’s no sense trying to use Facebook to get your messages out if your audience isn’t really on it. Likewise, why senddirect mail to people who prefer to consume their content digitally and are just going to throw it away?No matter what your buyer’s contextual situation may be, there are some general rules you should follow.
Your method of contact must be effective enough to drive the desired conversion, so always keep that in mind.
Less expensive forms of contact are generally preferable to more expensive ones
Plan on using multiple contact methods with your buyers to really amplify your message and ensure that people are getting them. Since not everyone goes to the same places to get their content, you have to try to reach them in lots of different places.
Lastly, the less work you have to do to make contact the better. In other words, why spend all your money doing fancy campaigns if calling your customers will work? Likewise, why spend all your time calling your customer if you can optimize your content so that they find you on Google?
So now that we’ve thought about our forms of contact, we can enter those into the matrix as well, again noting what types of contact we’re best off using at each point of the buyer journey given the context of the situation and the conversion goal we’re trying to achieve.
The last component of your content strategy and content matrix is the actual content you’re creating.
Now there are obviously lots of different types of content out there that you could be making. A few years back Joe Pulizzi put out an eBook that listed out over 40 different types, and I’m sure that even more exist today.When you think about your content, you have to consider what you already know. Specifically, based on the contextual information you have about your buyer and the stages of their journey, as well as the conversion goals you want to achieve and how you plan on making contact, what content should you be creating? If you think about all of these points, it should help you narrow down the options and get you to a short list of different content types that make sense for your strategy.
Now to help you out, I’ve done some of that work for you. Here are some tips to guide you in terms of what types of content you should generally use at each stage of the buyer journey based on what the goal is at that stage.These aren’t hard and fast rules, just general guidelines based on my own experiences.
Once you know what type of content you are going to create, it’s time to figure out how you are going to tailor it to your specific audience and their needs so that it resonates with them.I recommend coming up with a list of topics and key messages that you want to communicate. I often recommend that companies start off by compiling a list of the questions that they get asked most often about their products and services. Answering those questions usually results in some great content that their audience is really interested in.
Once you’ve thought about the type of content that you are going to create and what messages you want to convey with it, you also need to make sure that your content is set up to work really hard for you. To do that, it needs to have the following 6 qualities: [click]Useful [click]Optimized for search [click]Customized for your buyers [click]Demonstrates your brand aspirations [click]Drives conversions [click]Promote engagement and virality
So now that we’ve thought about our content format and messaging, we can enter that information into the matrix as well. In the process, we want to make sure that it aligns with what we already know about our buyer and their context at any given stage in their buyer journey, what our conversion goals are, and what the method of contact we will be using to deliver our content.And that’s it. You’ve got the full framework for your content matrix.
Now let’s take a quick look at how to use it.
So let’s assume you’ve got a dummy matrix like this set up and now it’s time to start populating it. The first thing that I recommend you do is audit all of your existing content and figure out where it fits.You’ll probably discover that some of your content fits in really nicely into this framework, while other content doesn’t fit at all. As you get into it, it should become obvious what content is going to support your strategy and what content is fluff that maybe you shouldn’t be spending your time on no matter interesting you may think it is.
So for our purposes, let’s say that we have a great series of blog posts that fit in nicely at the unaware stage. They’re short, kind of fun to read, and designed just to get people thinking about the many advances being made in e-mail archiving technology.
Click quickly to next slide.
They all have the same conversion goal, which is simply to drive readers to a landing page where they can learn a lot more about e-mail archiving and, if they’re interested, maybe even sign up for a newsletter to get regular updates.
Lastly, let’s assume that we’ll be relying on SEO and e-mail as our primary points of contact.
Maybe you’ve also got an eBook and a case study so you add those into the matrix as well.
And let’s assume that you add in all of the other supporting details for them too.Eventually you may start to notice that there are gaps in your matrix where you don’t yet have any content.
In this example, we don’t have any content yet for the aware stage, which is one of our buyers’ sticking points, so we’re going to have to address that right away. And of course we’ll need content to help close the sale at the purchase stage.In going through this process you may also discover that you need more content in a particular area or that you’re not getting conversions and so need to adjust your goals. Again, this matrix is really nothing more than a framework for getting yourself organized and focused and casting a light on where there are gaps in your content program.When it’s fully populated it’s going to look a lot more complicated than this with multiple pieces of content for each stage of the journey. And remember, over time you are going to create a separate matrix for each of your buyers in each of your segments. But again, for now, we’re just focused on one buyer and one segment at a time.If you do so, and really pay attention to their context, your conversion goals, your points of contact, and your content, you’ll be well on your way to creating the framework you need to develop a successful content strategy.
So there you go. Now you’ve got a framework and now you’ve got a strategy.
So that’s my presentation, which I hope you found helpful. If anyone has any questions, I’d be happy to answer them.