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Big League Content
Marketing
Building a Content Marketing Machine on a Budget
About this presentation
I created it myself
I used only publicly available content
I used only free tools, images, templat...
Source: Kapost and Eloqua study http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marke...
Why Content Marketing?
93%
68%
63%
67%48%
42%
57%
What’s challenging for companies?
Main content marketing challenges
1. Lack of time
2. Producing enough content
3. Producing the kind of content that engage...
Main content marketing challenges
1. Lack of time
2. Producing enough content
3. Producing the kind of content that engage...
Here’s the blueprint
Content Marketing
Message Format Channel Promotion
Message
Start with your buyers
Demographic, firmographic
Location, online, networks, subscriptions
Topics, hobbies, activities, co...
Decide on ONE product
Why do they buy?
Why would they buy from you?
If they bought from you, would they be happy?
Define your buyers’ journey
Stage Awareness Interest Consideration Decision
/Purchase
Descripti
on
Buyers aware
of the pro...
Align goals with stage
Stage Awareness Interest Consideration Decision
/Purchase
Buyers’
goal
Educate on
problem
Learn abo...
Write down all the questions your
buyers have at each stage
Stage Awareness Interest Consideration Decision
/Purchase
Buye...
Answer all the questions
Question Answer
1.
2.
3.
4.
5.
6.
7.
8.
9.
How to do it on a budget?
1. Do it yourself
2. Do it in-house
3. Freelance or an agency
4. CrowdSource:
a. Brafton
b. Writ...
Format
Plan one canonical piece
http://www.quicksprout.com/the-advanced-guide-to-content-marketing/
http://moz.com/beginners-guid...
Create peripheral content that
supports and points to it
Optimize the page for conversion
Diversify formats
Format ideas
How to do it on a budget?
1. Do it yourself:
a. Word
b. PowerPoint
c. Design tools (Adobe)
d. Video tool (Your iPhone, Cam...
Channel &
distribution
The format (not the message)
determines the medium
Format Mediums
Blog post RSS, email, social media
Video YouTube, Vimeo,...
How to do it on a budget?
1. Manage all your subscriptions in one place
2. Assign owners to each channel/medium
3. Have a ...
Promotion
I assume you know this part, but…
A few tips:
• Plan your promotion campaigns in advance
• Treat content promotion like pr...
Recap on process
1. Define the buyer
2. Outline the stages
3. Come up with questions
4. Pick one canonical topic
5. Brains...
Step 1:
make it a priority
Decide
Commit
Assign real resources
Schedule time
Lead by example
Step 2:
plan it
Planning steps
• Pick one topic to start with
• Brainstorm
• Prioritize
• Find the experts and assign tasks
• Create an ed...
Step 3:
build a process
Proposed process
1. Brainstorm
a. Finalize a topic
b. Outline all formats
2. Outline the message (creative brief)
3. Copy ...
Step 4:
assign resources
Insource or outsource
Freelance or agency
Freelance Agency
Cost ✔ ✗
Time ✗ ✔
Flexibility ✔ ✗
Capacity ✗ ✔
Breadth of Services ✗ ✔
Infrastructure...
Step 5:
manage the process
Step 5 – manage the process
Step 6:
execute
Step 6 - Execute
Start producing
Think about distribution
Have a PM
Step 7:
measure
Measure what makes sense
Message Format Channel Promotion
Marketing qualified
leads
Shares Total leads/visits Cost per acq...
Tips
Define activity goals for the first 3-6 months
Measure early indicator
Start measure real results only after 3 months...
Questions?
Resources
http://www.demandmetric.com/content/content-marketing-infographic
http://contentmarketinginstitute.com/research/...
Thank You
Uri Bar-Joseph
@uribarjoseph
in/uribarjoseph
www.marketing-athlete.com
Content Marketing on a Budget
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Content Marketing on a Budget

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By now you probably know that content marketing is important, but do you have a good playbook for how to do it? What about budget? Resources? Ideas? Solutions?
Every company can do content marketing and generate content that engages, shared and drives business results, but there are different ways to do it on a budget.

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Content Marketing on a Budget

  1. 1. Big League Content Marketing Building a Content Marketing Machine on a Budget
  2. 2. About this presentation I created it myself I used only publicly available content I used only free tools, images, templates, fonts My biggest investment was time… It took me about 4 hours (and 5 years) Good content requires expertise and subject-matter knowledge
  3. 3. Source: Kapost and Eloqua study http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf
  4. 4. Why Content Marketing? 93% 68% 63% 67%48% 42% 57%
  5. 5. What’s challenging for companies?
  6. 6. Main content marketing challenges 1. Lack of time 2. Producing enough content 3. Producing the kind of content that engages 4. Producing a variety of content 5. Lack of budget 6. Inability to measure effectiveness
  7. 7. Main content marketing challenges 1. Lack of time 2. Producing enough content 3. Producing the kind of content that engages 4. Producing a variety of content 5. Lack of budget 6. Inability to measure effectiveness
  8. 8. Here’s the blueprint Content Marketing Message Format Channel Promotion
  9. 9. Message
  10. 10. Start with your buyers Demographic, firmographic Location, online, networks, subscriptions Topics, hobbies, activities, content Functional, financial, emotional One product Who are they? …………………………………… Where are they? ……………………………….. What are they interested in? ……………. What is their pain? ……………………………. How can you help them? ………………….
  11. 11. Decide on ONE product Why do they buy? Why would they buy from you? If they bought from you, would they be happy?
  12. 12. Define your buyers’ journey Stage Awareness Interest Consideration Decision /Purchase Descripti on Buyers aware of the problem, business goal, pain or category of solutions Buyers are interested in solving the problem and are actively looking for solutions Buyers are considering the set of solutions to solve their problem Buyer decide on a solution and are making the purchase decision Buyers’ goal Educate on problem Learn about possible solutions Narrow solutions to a short list of Compare short list, pick a solution
  13. 13. Align goals with stage Stage Awareness Interest Consideration Decision /Purchase Buyers’ goal Educate on problem Learn about possible solutions Narrow solutions to a short list of alternatives Compare short list, pick a solution Your goal Capture buyers and provide value through education Educate buyers on types of solutions and highlight the benefits of yours Make the short list, connect with the buyers Qualify the buyers, sell!
  14. 14. Write down all the questions your buyers have at each stage Stage Awareness Interest Consideration Decision /Purchase Buyers’ goal Educate on problem Learn about possible solutions Narrow solutions to a short list of alternatives Compare short list, pick a solution Buyers’ Questio ns What is it (definition)? Who else has it? Is it bad? Can it be What are the solutions? How do the differ? What are the pros and cons What are the important features? Who are the potential vendors? What is the price? What do I get? Who else is using it?
  15. 15. Answer all the questions Question Answer 1. 2. 3. 4. 5. 6. 7. 8. 9.
  16. 16. How to do it on a budget? 1. Do it yourself 2. Do it in-house 3. Freelance or an agency 4. CrowdSource: a. Brafton b. WritersAccess – www.writeraccess.com c. NewsCred d. Scripted e. TextBroker f. Zerys g. Curata
  17. 17. Format
  18. 18. Plan one canonical piece http://www.quicksprout.com/the-advanced-guide-to-content-marketing/ http://moz.com/beginners-guide-to-seo http://www.hubspot.com/inbound-marketing http://www.marketo.com/marketing-automation
  19. 19. Create peripheral content that supports and points to it
  20. 20. Optimize the page for conversion
  21. 21. Diversify formats
  22. 22. Format ideas
  23. 23. How to do it on a budget? 1. Do it yourself: a. Word b. PowerPoint c. Design tools (Adobe) d. Video tool (Your iPhone, Camtasia) e. Recording tools 2. Do it in-house a. Designer b. Writer/copy editor c. Videographer d. Uncover talent 3. Freelance or an agency 4. CrowdSource: a. 99designs: http://99designs.com/ b. DesignCrowd: www.designcrowd.com c. LogoTournament: http://logotournament.com/ d. LaunchSite: https://launchsite.com/ e. CoContest: https://www.cocontest.com/ f. eLance https://www.elance.com/ g. http://www.designcrowd.com/ h. More here: http://list.ly/list/3xr-20-creative- crowdsourcing-websites-for-logo-website- design-and-more
  24. 24. Channel & distribution
  25. 25. The format (not the message) determines the medium Format Mediums Blog post RSS, email, social media Video YouTube, Vimeo, Blogs, Web Pages, social media Infogrpahic Web page, social media, slideshare, Podcast iTunes, Music store (Google), Audible (Amazon) PDF Landing page, social media, slidesahre, Scribd Print Mail, store, events eBooks Amazon, Google, iTunes Presentation Slideshare, Prezi, web page Webinar YouTube, Vimeo, BrightTALK Press release Web page, press “wire”
  26. 26. How to do it on a budget? 1. Manage all your subscriptions in one place 2. Assign owners to each channel/medium 3. Have a content distribution checklist
  27. 27. Promotion
  28. 28. I assume you know this part, but… A few tips: • Plan your promotion campaigns in advance • Treat content promotion like product promotion: set goals, budget, timeline, action items, etc. • Track and measure results and KPIs • Establish a baseline first, then optimize • Play around with the cadence
  29. 29. Recap on process 1. Define the buyer 2. Outline the stages 3. Come up with questions 4. Pick one canonical topic 5. Brainstorm peripheral content and formats 6. Build an editorial calendar 7. Add promotional plan
  30. 30. Step 1: make it a priority
  31. 31. Decide
  32. 32. Commit
  33. 33. Assign real resources
  34. 34. Schedule time
  35. 35. Lead by example
  36. 36. Step 2: plan it
  37. 37. Planning steps • Pick one topic to start with • Brainstorm • Prioritize • Find the experts and assign tasks • Create an editorial calendar
  38. 38. Step 3: build a process
  39. 39. Proposed process 1. Brainstorm a. Finalize a topic b. Outline all formats 2. Outline the message (creative brief) 3. Copy + wireframe 4. Review 5. Final Draft 6. Copy editor review and signoff 7. Production 8. Review 9. Polish 10. Final review 11. Promo assets production 12. Publish
  40. 40. Step 4: assign resources
  41. 41. Insource or outsource
  42. 42. Freelance or agency Freelance Agency Cost ✔ ✗ Time ✗ ✔ Flexibility ✔ ✗ Capacity ✗ ✔ Breadth of Services ✗ ✔ Infrastructure ✗ ✔ Expertise ✔ ✗ Overhead ✗ ✔
  43. 43. Step 5: manage the process
  44. 44. Step 5 – manage the process
  45. 45. Step 6: execute
  46. 46. Step 6 - Execute Start producing Think about distribution Have a PM
  47. 47. Step 7: measure
  48. 48. Measure what makes sense Message Format Channel Promotion Marketing qualified leads Shares Total leads/visits Cost per acquisition Engagement post consumption Consumption – downloads, views, pageviews Reach Cost per engagement Returning visitors Relative consumption Engagement Engagement rate Survey results and ratings Velocity/Virility Comments Marketing qualified/purchases Relative shares Mentions Reuse/curate by other
  49. 49. Tips Define activity goals for the first 3-6 months Measure early indicator Start measure real results only after 3 months of solid activity
  50. 50. Questions?
  51. 51. Resources http://www.demandmetric.com/content/content-marketing-infographic http://contentmarketinginstitute.com/research/ http://www.cmocouncil.org/images/uploads/262.pdf http://img.en25.com/Web/Kapost/%7Be2e7c5be-14f8-4cf3-a174- 1a29b673cfa6%7D_Content-Marketing-ROI-Kapost-Eloqua-eBook_.pdf http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing- stats/#sthash.N6PmcB0q.dpuf http://searchenginewatch.com/article/2343039/Content-Marketing-The-4-Most- Critical-Components-to-Measure-Analyze
  52. 52. Thank You Uri Bar-Joseph @uribarjoseph in/uribarjoseph www.marketing-athlete.com

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