Building an Integrated Content Marketing Strategy


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According to the Content Marketing Institute, only 50% of professionals have a documented content marketing strategy. In this presentation, learn the principles of effective content marketing, along with 5 actionable tips you can use to build your strategy. Plus, see the case study of one integrated content marketing strategy from an international online marketing firm and learn key takeaways from launching an integrated campaign.

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  • Strategy is KEY to Effectivness
    It takes someone owning responsibility for content marketing
    An integrated approach works best.
  • To create truly useful marketing, you have to START with the customer.
    Ask, don’t assume!
  • >Vanderbilt Orthapedics, Nashville TN
    > Identified a target audience they wanted to reach out to – Coaches. Instead of trying to decide what they thought coaches would want, they went and asked them. Turns out, their real need sparked the idea for this app.

    > The iPhone app CoachSmart is the ultimate resource for coaches, offering real-time information on heat index and lightning strikes, frequently asked sports medicine and safety questions, and a group contact feature.

    > A collaboration between Vanderbilt Sports Medicine and the Monroe Carell Jr. Children’s Hospital at Vanderbilt, the app is an extension of Vanderbilt Sports Medicine’s expertise.
  • Print magazines can be digital entry points
    Visit Central Florida is creating ebooks to help their target audience – all free of charge on their website. And they’re marketing them too.
  • Create maps, log workouts, create different activities to do in any given city
    Web and desktop app
  • Integrates into their overall campaign
    App that helps parents select the right car seat and educates them
    Focuses on the need of the audience
  • Educate of the Problem
    Inform about key selling points
    Promote our new integrated website and lead management solution
  • > Ebook to educate and inform the audience about the issue
  • Visual
    Compelling content
    Helped promote the site
    Seeded externally
    Also did a PR push
  • Useful tool
    Provides with interactive tool to help visualize vlaue of the product
    Educates along the way
    Provides a lifetime customer value calculation
    Report at the end
    - Lead Gen form to enable us to drip marketing to them
  • Campaign Website
    Promoted on company website
    Download and lead gen landing pages and forms
    Homepage “Takeover”
    Integrated landing pages
  • Website, PR, Social, Newsletter, etc.
  • Building an Integrated Content Marketing Strategy

    1. 1. Copyright 2014, ReachLocal, Inc.1 @tmonhollon #brandaidtx Building an Integrated Content Marketing Program Tiffany Monhollon Director of Content Marketing VP, Social Media Club Dallas @tmonhollon
    2. 2. Copyright 2014, ReachLocal, Inc.2 @tmonhollon #brandaidtx “Content marketing is a marketing technique of 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
    3. 3. Copyright 2014, ReachLocal, Inc.3 @tmonhollon #brandaidtx What’s Your Strategy?
    4. 4. Copyright 2014, ReachLocal, Inc.4 @tmonhollon #brandaidtx • 92% of nonprofit professionals use content marketing • 65% are producing more content than they did one year ago • They are using an average of 11 content marketing tactics • Yet, only 26% believe they are effective at it Content Marketing Today Source: Content Marketing Institute
    5. 5. Copyright 2014, ReachLocal, Inc.5 @tmonhollon #brandaidtx 1. Useful to the consumer 2. Addresses a real need 3. Communicates effectively 4. Educates, informs, entertains 5. Inspires action 6. Achieves organization’s objectives 7. Strategic 7 Principles of Content Marketing
    6. 6. Copyright 2014, ReachLocal, Inc.6 @tmonhollon #brandaidtx Source: Content Marketing Institute
    7. 7. Copyright 2014, ReachLocal, Inc.7 @tmonhollon #brandaidtx
    8. 8. Copyright 2014, ReachLocal, Inc.8 @tmonhollon #brandaidtx Building an Integrated Strategy 1. Map Your Strategy 2. Create Content 3. Publish & Optimize 4. Promote Externally 5. Nurture Your Audience
    9. 9. Copyright 2014, ReachLocal, Inc.9 @tmonhollon #brandaidtx • Identify the Target Audience • Research the Consumer • Identify Objectives • Integrate Into Campaigns • Map the Editorial Calendar • Allocate Resources 1) Mapping Your Strategy Source: Content Marketing Institute
    10. 10. Copyright 2014, ReachLocal, Inc.10 @tmonhollon #brandaidtx Identify Your Content Pillars Source: Kapost – Blueprint of a Modern Marketing Campaign
    11. 11. Copyright 2014, ReachLocal, Inc.11 @tmonhollon #brandaidtx You are now competing for your target audience’s attention. Every moment. On every device. Who’s the Competition? Everybody.
    12. 12. Copyright 2014, ReachLocal, Inc.12 @tmonhollon #brandaidtx Think Like A Consumer
    13. 13. Copyright 2014, ReachLocal, Inc.13 @tmonhollon #brandaidtx Youtility Mindset Is Your Marketing so Good People Would Pay For It? 1) Who is My Audience? 2) What Do They Need? 3) How Can I Help?
    14. 14. Copyright 2014, ReachLocal, Inc.14 @tmonhollon #brandaidtx Example: CoachSmart App
    15. 15. Copyright 2014, ReachLocal, Inc.15 @tmonhollon #brandaidtx Written VisualUtility 2) Create Compelling Content
    16. 16. Copyright 2014, ReachLocal, Inc.16 @tmonhollon #brandaidtx Think Like a Publisher
    17. 17. Copyright 2014, ReachLocal, Inc.17 @tmonhollon #brandaidtx • Blog posts • Articles • White papers • Ebooks • Guides • Checklists • Emails • Magazines • Newsletters Written Content
    18. 18. Copyright 2014, ReachLocal, Inc.18 @tmonhollon #brandaidtx Find Inspiration Everywhere
    19. 19. Copyright 2014, ReachLocal, Inc.19 @tmonhollon #brandaidtx Buzzfeed Meets Classic Lit
    20. 20. Copyright 2014, ReachLocal, Inc.20 @tmonhollon #brandaidtx Promotional & Editorial • Why Everyone Needs (Blank) • How Does (Blank) Work? Our Experts Explain it All Timely & Seasonal • The (Celebrity Name) Guide to (Blank) • (Holiday/Season) is Almost Here! What You Need to Know Controversial • The Idiot’s Guide to (Blank) • (Blank) for Dummies: Everything You Wanted to Know But Never Informational & Industry Expertise • What You Need to Know Before (Blank) • What Everyone Needs to Know About (Blank) How To & Tutorial • How to Host a Great (Blank) • 3 Steps for Ensuring (Desired Outcome) Testimonials • True Story: One Resident’s Experience of (Blank) • We Love (Blank)! What Real Residents Say About (Blank) Tip: Start with the Headline
    21. 21. Copyright 2014, ReachLocal, Inc.21 @tmonhollon #brandaidtx Want More? Quickly Fuel Your Content Calendar with these 35 Blog Post Headlines that Work Download This Guide!
    22. 22. Copyright 2014, ReachLocal, Inc.22 @tmonhollon #brandaidtx Ex: Parent’s Summer Holiday Survival Guide • • Ebook: Summer Survival Guide • Informative, useful content • Focuses on parents and youth • Member-only content area
    23. 23. Copyright 2014, ReachLocal, Inc.23 @tmonhollon #brandaidtx Visual Content • Infographics • Snackable Images • Videos • Webinars
    24. 24. Copyright 2014, ReachLocal, Inc.24 @tmonhollon #brandaidtx Think Like a Viewer
    25. 25. Copyright 2014, ReachLocal, Inc.25 @tmonhollon #brandaidtx Visual Content, Storytelling + Data
    26. 26. Copyright 2014, ReachLocal, Inc.26 @tmonhollon #brandaidtx • Interactive Maps • Tests & Quizzes • Tools • Calculators • Apps Utility Content
    27. 27. Copyright 2014, ReachLocal, Inc.27 @tmonhollon #brandaidtx Think Like a User
    28. 28. Copyright 2014, ReachLocal, Inc.28 @tmonhollon #brandaidtx Map My Ride
    29. 29. Copyright 2014, ReachLocal, Inc.29 @tmonhollon #brandaidtx Phoenix Children’s Center Car Seat Helper
    30. 30. Copyright 2014, ReachLocal, Inc.30 @tmonhollon #brandaidtx • Where & How People Access Your Content • Leverage Owned Properties – Website, blog – Campaign site – Landing page • Optimize – Buttons – Download forms – Headlines – CTAs • Test, Test, Test! 3) Publish & Optimize
    31. 31. Copyright 2014, ReachLocal, Inc.31 @tmonhollon #brandaidtx
    32. 32. Copyright 2014, ReachLocal, Inc.32 @tmonhollon #brandaidtx Market Your Marketing! 4) Promote Externally Use an Integrated Approach • Owned Channels (Build) • Newsletter • Blog posts • Email lists • Website “ads” • Social media accounts • Paid Channels (Buy) • Search & Display Ads • Social Media Ads • Sponsored Emails • Earned Channels • Press releases • Interviews • External blogs • Guest posts
    33. 33. Copyright 2014, ReachLocal, Inc.33 @tmonhollon #brandaidtx • Cross-promote channels to keep communication going – Follow on social media sites – Subscribe to Newsletter – Opt-in to Email lists • Consider drip marketing to drive objectives – Increase sign ups – Build awareness 5) Nurture Your Audience
    34. 34. Copyright 2014, ReachLocal, Inc.34 @tmonhollon #brandaidtx Integrated Content Marketing in Action
    35. 35. Copyright 2014, ReachLocal, Inc.35 @tmonhollon #brandaidtx Strategy & Campaign:
    36. 36. Copyright 2014, ReachLocal, Inc.36 @tmonhollon #brandaidtx Written Content: Don’t Leak Leads Ebook
    37. 37. Copyright 2014, ReachLocal, Inc.37 @tmonhollon #brandaidtx Visual: Infographics & Snackable Images
    38. 38. Copyright 2014, ReachLocal, Inc.38 @tmonhollon #brandaidtx Utility Content: Marketing Math Calculator
    39. 39. Copyright 2014, ReachLocal, Inc.39 @tmonhollon #brandaidtx Published & Optimized for Lead Gen
    40. 40. Copyright 2014, ReachLocal, Inc.40 @tmonhollon #brandaidtx Multi-Channel Promotion Approach
    41. 41. Copyright 2014, ReachLocal, Inc.41 @tmonhollon #brandaidtx Integrated into Lead Nurturing
    42. 42. Copyright 2014, ReachLocal, Inc.42 @tmonhollon #brandaidtx • Don’t stop testing – Quantitative (form fills, visits, etc.) – Qualitative (user experience testing, feedback) • Test multiple tactics for promoting – Social (organic) – Social (paid) – Advertising – PR • You have to market your marketing! – Balance budget & creative on content and promotions Key Learnings
    43. 43. Copyright 2014, ReachLocal, Inc.43 @tmonhollon #brandaidtx Thank You! Tiffany Monhollon Senior Manager, Content Marketing Tweet this Talk: #brandaidtx @tmonhollon