Content Marketing Strategies: Tips & Tricks For Taming The Content Beast


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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 

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Content Marketing Strategies: Tips & Tricks For Taming The Content Beast

  1. 1. Content Marketing Strategies: Tips & Tricks for Taming the Content Beast Thomas Robbins, Chief Evangelist, Kentico CMS
  2. 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. 3. For more information… Check out for more great content!
  4. 4. What we will cover • Why use Content marketing • Organizational objectives of content marketing • Best practices for taming the beast!
  5. 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. 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. 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. 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. 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. 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. 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. 12. Content lifecycle - Approval Activities • Make it strategic • Business approval process Best Practices • Finalize business objectives • Define business process
  13. 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. 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. 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. 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. 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. 18. Questions… Check out for more great content! Email: Twitter: @trobbins