The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions. Combined with myriad screen sizes, creating effective calls to action, and marketing automation can make anyone feel overwhelmed. Keeping up with content creation, delivery and publishing is a tough job – it can feel a bit like feeding a ravenous beast! Before things get too hairy, make sure you’re still on the right track. Attend this session to learn: The essential content survival tips and tricks for efficiently engaging your customers. Practical skills for taming your content creation process Questions to ask before you unleash new content Ideas for achieving economies of scale How best to integrate this approach with your overall marketing plan 

1. Content Marketing Strategies:
Tips & Tricks for Taming the Content Beast
Thomas Robbins, Chief Evangelist, Kentico CMS

2. Who are we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
16,000 web sites in 90
countries and backed by
over 1,200 partners. it is
used for everything from
simple web sites to
complex applications.
Kentico CMS is easy to
install, simple to manage
and reliable.

3. For more information…
Check out www.digital-marketing-university.com for more great content!

4. What we will cover
• Why use Content marketing
• Organizational objectives of content
marketing
• Best practices for taming the beast!

5. What is content marketing
Content marketing is an
umbrella term
encompassing all
marketing formats that
involve the creation and
sharing of content in
order to attract, acquire Sales
Process
and engage clearly
defined and understood
current and potential
consumer bases with
the objective of driving
profitable customer
action.
Source: Wikipedia
Social Media
Content
Marketing
Customer
Engagements
SEO

6. Corporate objectives of content marketing
Recognized as an expert
• Strong and relevant content enhances the position of your company and shows that you are
innovative and aware of the latest trends.
Maintain existing customers
• Providing content at predictable and regular intervals encourages customers to keep in touch
with your band.
Grow your business
• Great content demands sharing and relevant content arouses the interest of new prospects
and makes them investigate your brand.
Increase social media reach
• Great content guarantees that your company has a wider reach on social media.

7. Best practice: understand your customer journey
• The first step for any successful digital marketing strategy
– How well do you understand your customer?
– What channels
are customers
using for research?
– What channels are
customers using for
purchase?
– How does the
experience in one
channel affect the
behavior of another?
Source: Heart of the customer

8. Start by understanding your sales process…
Content
Establish
relationship
Content
Content
Deliver and
evaluate
Content
Sales
Process
Model
Close the
sale
Needs
recognition
Formulate
solution
Content

9. The Content Lifecycle
Planning
Optimization
Creation
Optimized
Content
Marketing
Measurement
Approval
Publishing
• Planning – Defining topics and
target audience
• Creation – creating target content
• Approval – Approval phase
• Publishing – Making content
available to key customer
channels
• Measurement – Measuring the
success of the published content
• Optimization – Measuring and
optimizing published content
against defined goals and feeding
that back into the next wave of
content.

10. Content lifecycle - Planning
Activities
• Understanding your
audience (Persona)
• Content conversion strategy
• Define a sales ready lead
• Topic selection
• Editorial content planning
Best Practices
• Perform a content analysis
• Avoid areas that you are unique
and there is little demand
• Limit competitive collateral
• Focus content on where you can
make a difference
• Map content conversion touch
points
• Look at organic content growth
• Define themes, publishing
frequency, campaigns and scoring
rules

11. Content lifecycle - Creation
Activities
• Define content formats
• Create shareable content
Best Practice
• Make sure all content is
available in digital format for
sharing and tracking
• Enable share buttons on your
content – Make is as easy as
possible for people to share
• Develop different layers of
content
– Short – less than a paragraph
– Long – more than a page
– Video and audio

12. Content lifecycle - Approval
Activities
• Make it strategic
• Business approval process
Best Practices
• Finalize business objectives
• Define business process

13. Content lifecycle - Publishing
Activities
• Content placement in
channels
Best Practices
• Listen to the reactions of your
content
– What’s the reach of content
sharing?
– What’s the sentiment?
– What’s the impact?
• Facilitate as a brand
– Go beyond a sharing button
– Help your community to share your
content
• Participate
– Be part of the conversation
– Responsive to questions
– Open and professional

14. Content lifecycle - Measurement
Activities
• Measure using relevant
KPI’s
– Combination of business
generation and conversion
measures
– Audience engagement
– Content conversion
– Influencer engagement
Best Practices
•
Use KPIs with a direct impact on the
business objectives of your company
–
–
•
Use KPIs with direct impact on the
marketing objectives of your company
–
•
Financial
Lead generation
Increase brand identification and affinity
Use KPIs related to conversations
–
–
Conversations are the driver of decision
making and business growth
Measure the number of conversations, the
sentiment of conversations and then
impact of conversations

15. Building your first scorecard
•
Unique visitors
–
–
•
Page views
–
–
•
–
Percentage of visitors who come to your site and then leave before
clicking on another page
Industry bounce rate of less than 40% is good – aim to do better!
Conversion rate
–
–
•
Amount of traffic referred via search engines
Indicates effectiveness at optimizing content
Bounce rate
–
•
Cumulative number of individual pages that a visitors click on
If page views are higher than unique visitors may indicate engaging
content
Search engine traffic
–
–
•
Number of individuals who visit your website
Best indication of sites overall traffic
Percentage of visitors to your site that take a specific action
Industry averages around 2% - aim to do better!
Inbound links
–
–
The number of external links to a site
The more high quality links you have the better!

16. Content lifecycle - Optimization
Activities
• A/B, MVT Testing
• Channel optimization
Best practices
•
•
•
•
•
Review data to better match the
right communication to the right
customers
Review and produce content based
on keyword phrases that are driving
your organic search traffic and
conversions
Continually review lead scoring and
criteria to provide the most
accurate score possible.
Re-imagine content in different
forms (blog posts and videos as an
example)
Be brutal about shutting down
channels that aren’t performing

17. Best Practice – Marketing Automation
•
•
•
•
Why you need automation
Automation offer total management of
revenue performance
Automation establishes core standards
between sales and marketing
Automation allows for quick and
accurate profiling of consumers and
their behavior
Automation helps direct clients through
the sales funnel

18. Questions…
Check out www.digital-marketing-university.com for more great content!
Email: thomasr@kentico.com
Twitter: @trobbins