Turning Content into Your Strategic Competitive Advantage
•Download as PPTX, PDF•
0 likes•528 views
How to turn content into your strategic competitive advantage. Session presentation by Laura Kinoshita at the 2011 Social Media Summit, Honolulu Convention Center.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Turning Content into Your Strategic Competitive Advantage
Similar to Turning Content into Your Strategic Competitive Advantage (20)
Turning Content into Your Strategic Competitive Advantage
- 1. Turning Content into Your Strategic Advantage Laura K. Kinoshita Web: http://laura-kinoshita.com Twitter: @lkinoshita #ContentPlan
- 2. Laura Kinoshita, President Kinoshita Communications LLC http://laura-kinoshita.com Certified HubSpot Inbound Marketer, Educator and Partner Author: West Hawaii Social Media Report http://bit.ly/westhawaii
- 3. Online Content Strategy • Purpose of a Content Strategy • How to Set Your Content Goals • How to Set Traffic Goals • How to Define Your Point of Difference and Topic Emphasis • How to Manage Your Content Inventory • How to Tag and Categorize Your Content • Content Tasks & Responsibilities • How to Make an Editorial Calendar
- 4. Purpose of a Content Strategy • Clearly define your online content goals • Define the steps to achieve your goals
- 5. Purpose of a Content Strategy
- 6. How to Set Your Content Goals
- 7. Content Goals • Your content will tell people whether they are in the right place. • You need to match targeted audience needs to your products and services • Be clear about who you are writing for: – Female marketing managers, age 35-55, who are passionate about becoming #1 in their field and will not settle for 2nd best. Exceptionally results- focused.
- 9. Goal Setting Online Traffic Goals Actual Target Organic search/SEO 300 600 (20%) Blogging & Direct Traffic 450 900 (30%) Social Media 150 300 (10%) Pay-Per-Click 0 150 (5%) Email Marketing 300 600 (20%) Advertising & Pay Listings 150 150 (5%) Referrals 150 300 (10%) 1,500 3,000
- 10. Stop thinking like a marketer or advertiser Start thinking like a publisher and socializer
- 11. Defining Your Point of Difference and Topic Emphasis
- 12. Defining Your Point of Difference • What makes you different? • What will keep people coming back for more? Ways to find out: - Ask: 3 top qualities - List your favorite brands; who you’d like to emulate
- 13. Defining Your Topic Emphasis • What topics will your customers care about most? • What phrases are they using to find your website? • A keyword grading tool can help you find best: – Traffic, Relevance and Ranking
- 14. Defining Your Topic Emphasis Your Customer’s Problems & Desires: What You Have to Offer: • What your customer wants • How your products & and needs services can solve deep problems and fulfill desires (Frequently Shared) (Rarely Shared)
- 15. Topic Emphasis: Ideal Customer • What is the criteria you use to define a good lead from a bad one? • If you market and sell to other businesses, describe that type of business. • If you market and sell to consumers, describe your ideal customer prospect. • You may have multiple client profiles.
- 16. Topic Emphasis: Ideal Customer Develop the character • Start with the basics: – Old? Young? Age? Married? Children? Education? • What is their name? Where did they grow up? – Hair/eye color? Religion? Beliefs/values? Favorite TV shows? Activities? Books?
- 17. Now GO DEEPER: • Think about the Biggest Problems and Deepest Desires of your ideal customer prospect: – What keeps them awake at night? – What problems to they run into over and over again? – What is frustrating them? • What is the absolute worst thing that could happen to them if they don’t get their problem solved?
- 18. Even Deeper: • Think about your client’s Family, Friends & Colleagues • What is the WORST thing that could possibly happen? • What is the BEST thing? This is How You Unpack the Value
- 19. Create a Story Jim, 52, is a successful business owner in Kona. He was born in Honolulu, graduated from Honokaa High School. Jim has bought and sold many businesses over the years and now runs a liquor store in Waimea and retail outlet in Uilani Plaza. Jim also works part-time at the Waimea golf club and likes to go fishing on Sundays. Jim is married and has two children, Joshua, age 25 and Mikela age 19. Jim knows he could be attracting more businesses with online media, but doesn’t know exactly how. He doesn’t have time to learn new technology, and frankly, he doesn’t have an interest in it. But during Christmas his daughter Mikela showed him how she uses her mobile phone to get reviews on restaurants and recommendations for new places to shop. Mikela suggested Jim “claim” his store on popular travel sites and use a QR code to attract more business to his retail store. Jim had no idea what she was talking about. Jim needs to be educated about how to use mobile marketing to attract more customers into his retail store without spending a lot of money. Jim’s ideal solution will build off the Web site he already has and won’t take a lot of time to manage. Jim would like to talk to someone about ways he can leverage new technology.
- 20. Dramatic Transformation • Helps explain why some products sell better than others • Exposes important gaps or conflicting messages that you may otherwise miss • Helps you answer day-to-day marketing questions with confidence: – Does this promotion make sense? – Are the right messages getting through to the right people?
- 21. • Download a Customer Avatar Worksheet at SMCHI Booth or: http://info.laura-kinoshita.com/customer-avatar-worksheet
- 22. Managing Your Content Inventory • Ensure the mechanics of your content is closely aligned to your content goals: – Include the all-important terms your target audience usually searches for – Create additional tags, if necessary. – Organize content logically and intuitively as possible
- 23. Managing Your Content Inventory • Content needs to include the tags and categories that your audience uses to find solutions to their problems. – Big Island Marketing – Social Media Marketing – Hawaii Marketing – Facebook for Business
- 24. Managing Your Content Inventory • Responsibilities include: – Tag inventory of existing content – Correctly categorize site to support content goals – Update/remove broken links – Remove spam – Keep articles up-to-date (timeline for removing old content; correct typos, errors
- 25. How to Tag and Categorize Your Content • Tags support “information clusters” • Tags add extra layer of search relevancy • Use tags that are truly relevant to the article • The “social layer” will rise over next 2 years
- 26. Content Tasks & Responsibilities • Determine publishing frequency • Source new content and information • Ensure factual accuracy of articles • Manage copyright issues • Ensure technical accuracy, correct formatting and layout • Schedule and publish posts • Set standards and style guidelines for authors
- 27. Authority Topics
- 28. Your Editorial Calendar (Turning Your Content into a Strategic Advantage)
- 29. Identify Your “Authority Topics” Authority Topic Main Sub-Topic Flagship Content Target Release Covered Title Ideas Date Facebook • Marketing in • Hawaii • Web Marketing • • • Social Media • Measurement • • Hawaii Public • Relations • •
- 30. Identify Your Main Sub-Topic Areas Authority Topic Main Sub-Topic Covered Flagship Content Target Title Ideas Release Date Web Marketing • Key elements of a landing page • Sales copyrighting • Effective conversion offers Social Media • Outputs vs. Outcomes Measurement • Total Value Cube • Failure of AVE Hawaii Public • How to use Twitter in Relations your media plan • Working with travel media
- 31. Flagship Content • Seriously useful resources that can be shared with others (worthy of a press release). • Developed for the purpose of generating traffic through widespread social sharing; linking and bookmarking. • Designed to attract links from other high- profile blogs reaching the same desired target audience.
- 32. Brainstorm Flagship Content Authority Topic Main Sub-Topic Covered Flagship Content Ideas Target Release Date Web Marketing • Key elements of a • Special web sales landing page package for coffee • Sales copyrighting industry • Effective conversion • Landing Page offers Bootcamp Social Media • Outputs vs. Outcomes • Measurement Measurement • Total Value Cube Seminar/Workshop • Failure of AVE • Live panel review of media metrics Hawaii Public • How to use Twitter in • Twitter chat with top Relations your media plan travel media • Working with travel • How to Do Your Own media PR Webinar • PRSA Conference
- 33. Target Release Dates to News & Key Events Authority Topic Main Sub-Topic Covered Flagship Content Ideas Target Release Date Web Marketing • Key elements of a • Special web sales Nov landing page package for coffee 2011 • Sales copyrighting industry • Effective conversion • Landing Page offers Bootcamp Social Media • Outputs vs. Outcomes • Measurement Feb Measurement • Total Value Cube Seminar/Workshop 2012 • Failure of AVE • Live panel review of media metrics Hawaii Public • How to use Twitter in • Twitter chat with top March Relations your media plan travel media 2010 • Working with travel • How to Do Your Own media PR Webinar • PRSA Conference
- 34. Editorial Calendar Release Blog Post Titles Flagship Product Date Content Promotions Nov 4 • Key elements of a landing page Coffee Industry $150 savings on Nov 11 • How to do a conversion offer Web Marketing email marketing Nov 18 • Best practices of email Boot Camp setup; 1 free marketing landing page Dec 5 • ROI: Outputs vs. Outcomes Measurement Dec 12 • Advertising vs. Earned Media Seminar Dec 19 • The Total Value Cube Jan 9 • Twitter in Your Media Plan TwitterChat Enroll in Jan 16 • Travel Media in Social Media with Famous Measurement Jan 23 • Free ways to promote your PR Author Class (50% off) Feb 3 • Online Brand Management Sweepstakes $150 discount Feb 10 • How to Use Check-Ins & Deals Promotion on Facebook Feb 14 • Facebook vs. Google+ landing page
- 35. •
- 36. Content Plan Authority Topic Main Sub-Topic Flagship Content Target Release Covered Title Ideas Date
- 37. Editorial Calendar Release Blog Post Titles Flagship Product Date Content Promotions
- 38. Laura Kinoshita @lkinoshita Facebook.com/lkinoshita
Editor's Notes
- Senior marketing strategist with 16+ years of experience working in marketing, public relations and since 2008, social media. I hold a Bachelor’s degree in Communications from California State University at Fullerton, one of the top-performing Communication colleges in the United States, and I founded Kinoshita Communications in 2007 to help small- and mid-sized organizations with marketing and PR needs. I am also a certified inbound marketing professional, educator and columnist on social media topics, which means I help organizations connect with their customers and constituencies online and help them improve their digital marketing assets to attract more traffic, and turn more of that traffic into leads, relationships, sales and outcomes for their business or non-profit.HubSpot is a social media solutions provider for more than 5,000 companies worldwide and the #2 fastest-growing software company as rated by Inc. magazineBefore moving to Hawaii in 2001, I served as managing supervisor at Fleishman-Hillard, an international leader in strategic communications. Believe social media is the way for locally owned businesses to innovate on products and services, and provide superior customer service. Believe it’s the way locally owned businesses can better compete against offshore, big-box brands. Moreover, I recognize through my experience in this field that social media is here to stay and that it is the natural result of how humans communicate and share online
- Purpose of a content strategy:To clearly define your goals Define the steps to achieve your goalsActive participation in today’s workshop will enable you to walk out of here today with a clear pathway toward the steps you need to achieve your goals. You will never have to wonder about what to write about again. You will have the answers to everyday questions such as, what type of promotion will be effective, or will this site design work, or what images and colors should I use. You will have the answers to all of these questions through your content plan.
- An Online Content Strategy is a tool that helps users achieve their goals*while on your website Not your goals, their goalsThere will be time for selling later, the purpose of your site is to create a brand experience, show what your company stands for, and what it doesn’t Brand experience
- Know who you are writing for and and for who you are not.It’s NOT about “Your” Needs – it’s about your audience’s needs. These are not the same and the more you can stand firm on the distinction, the more valuable you will be to decision-makers.Who are the types of people you want to work with? (Who are the types of people you definitely don’t want to work with?) Be as clear as possible. For example, Business owners, age 35-55 who are committed to using marketing to help generate annual sales of $2 million or more. Marketing managers who are passionately committed to becoming #1 in their industry and will not settle for 2nd best.Forward-thinking achievers who are very experienced and smart about what they do.Marketing managers who understand the difference between “Exceptional” and “Average” Marketing managers who are exceptionally results-focused.
- Not all traffic is the sameDifferent traffic sources will convert at different ratesSome is top of the funnel, some traffic is middle of the funnel, some traffic is ready to buy right away.
- Develop a content mindset and culture at your company.Instead of thinking you need to put information in your audience’s lap, create interesting information that draws your audience in!
- Your best keywords aren’t necessarily what you think they will be. Look at phrases people are using to actually find your site. Compare to high-traffic keywords for your industry and competitors. Make sure the keywords you are targeting will bring the traffic you need to your siteLow traffic keywords may be highly optimized to your business, but consider the risk of low traffic
- Also, entertaining, useful
- Defining your Ideal Customer Prospect
- The more real the person is, the better your marketing and content will be. Develop the person as you would a character in a book. The deeper and more rich you go, the more worthwhile the profile will be to your business. This is what separates the successful websites from the rest of the pack.Look at the profile pages of the Fans that follow your business page to get some clues.Don’t be afraid to guess, you can refine the profile as you collect more / better data
- This is where the gold is at: (But you have to have a true sense of your character before you start) The goal is to reach the full range of emotional issues that can potentially surround a decision around your businessA fundamental element of the marketing process, which most businesses miss.When you begin doing this exercise you will discover other deep, motivating behaviors that are affecting your customer’s relationship with you, probably without you even realizing it!
- - What might they be saying about your customer if they knew they were having problems? What type of advice would they give? What might your customer be secretly afraid of if their problem isn’t solved, or gets worse? What could be the worst thing that could happen? How would that make your customer feel? Would there be serious financial or social ramifications?Now imagine the BEST CASE scenario. How can your product or service help your customer? What would your customer think the ideal “dream situation” would look like? Would they want personalized support? Some sort of subscription or member service? Free pick-up or delivery? The value and peace-of-mind you provide is often much greater than you think. Consider the hidden social and emotional benefits your product or service could provide. This is called “unwrapping the value.”
- This is the story that pulls it all together:
- Developing a customer avatar can lead to dramatic transformation in your business.It helps explain why some products sell better than others, and exposes important gaps or conflicting messages that you might otherwise have missed.You’ll also be able to answer many of the daily marketing questions that pop up with confidence. Questions that all marketers ask themselves, such as, “Does this promotion make sense?” or “Are the right messages getting through to the right people?”
- Metadata: Page Title, How to Manage Your Content Inventory
- Inventory ManagementList every tag and category on your website.Look how many articles you have in each category; Track how many articles in each.Find which content areas are strong, and which have gaps.
- Inventory ManagementNow that you know where you are going, see where you are
- Content TreatmentSocial layer – incentives and rewards for “liking” a page
- Content Tasks & Responsibilities
- The 3-4 Things You Must Be Known ForWhen people think of you, they think of these words/phrasesSkills you want your name to be synonymous withTopics that will define your brand
- In 10 minutes, I came up with 12 weeks of content, plus promotion strategies and content giveaways designed to increase traffic and leads for any business.