SlideShare a Scribd company logo
1 of 53
Download to read offline
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, templates, fonts
My biggest investment was time… It took me about 4 hours (and 5 years)
Good content requires expertise and subject-matter knowledge
Source: Kapost and Eloqua study http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf
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 engages
4. Producing a variety of content
5. Lack of budget
6. Inability to measure effectiveness
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
Here’s the blueprint
Content Marketing
Message Format Channel Promotion
Message
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?
………………….
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 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
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!
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?
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. WritersAccess –
www.writeraccess.com
c. NewsCred
d. Scripted
e. TextBroker
f. Zerys
g. Curata
Format
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
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, 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
Channel &
distribution
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”
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
Promotion
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
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
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 editorial calendar
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 + 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
Step 4:
assign resources
Insource or outsource
Freelance or agency
Freelance Agency
Cost ✔ ✗
Time ✗ ✔
Flexibility ✔ ✗
Capacity ✗ ✔
Breadth of Services ✗ ✔
Infrastructure ✗ ✔
Expertise ✔ ✗
Overhead ✗ ✔
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 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
Tips
Define activity goals for the first 3-6 months
Measure early indicator
Start measure real results only after 3 months of solid activity
Questions?
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
Thank You
Uri Bar-Joseph
@uribarjoseph
in/uribarjoseph
www.marketing-athlete.com

More Related Content

Similar to Content Marketing on a Budget

Content Marketing on a Budget for B2B
Content Marketing on a Budget for B2BContent Marketing on a Budget for B2B
Content Marketing on a Budget for B2BProfitecture, LLC
 
Getting The Most From
Getting The Most FromGetting The Most From
Getting The Most Fromgarceneaux
 
Marketing 3.0: Creating a Faster Path to Innovation and Results
Marketing 3.0: Creating a Faster Path to Innovation and ResultsMarketing 3.0: Creating a Faster Path to Innovation and Results
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
 
Content marketing bootcamp for community managers
Content marketing bootcamp for community managersContent marketing bootcamp for community managers
Content marketing bootcamp for community managersDigital Megaphone
 
Content marketing bootcamp for community managers
Content marketing bootcamp for community managersContent marketing bootcamp for community managers
Content marketing bootcamp for community managersCate Conroy
 
Building a Sales Enablement Plan That Works
Building a Sales Enablement Plan That Works Building a Sales Enablement Plan That Works
Building a Sales Enablement Plan That Works Lital Barkan
 
Create Authoritative Content
Create Authoritative ContentCreate Authoritative Content
Create Authoritative ContentBrian Aldous Datu
 
Mastering B2B Content Marketing
Mastering B2B Content MarketingMastering B2B Content Marketing
Mastering B2B Content Marketinglexisclick
 
B2B Webinars – Purpose, Planning & Production.pptx
B2B Webinars – Purpose, Planning & Production.pptxB2B Webinars – Purpose, Planning & Production.pptx
B2B Webinars – Purpose, Planning & Production.pptxEllie705147
 
Marketing - A House Divided
Marketing - A House DividedMarketing - A House Divided
Marketing - A House DividedMarcus Tewksbury
 
Marketing Library Services
Marketing Library ServicesMarketing Library Services
Marketing Library ServicesLori Reed
 
Campaign Planning Framework: Steps to Success #amaconf
Campaign Planning Framework: Steps to Success #amaconf Campaign Planning Framework: Steps to Success #amaconf
Campaign Planning Framework: Steps to Success #amaconf Devon Smith
 
Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses Productized
 
Required tasks
Required tasksRequired tasks
Required tasksrockinmole
 
Ideation, business models; and how and where to start
Ideation, business models; and how and where to startIdeation, business models; and how and where to start
Ideation, business models; and how and where to startSaberi Marais
 
More Courses, Less Cost: How to Provide More Content on a Limited Budget
More Courses, Less Cost: How to Provide More Content on a Limited BudgetMore Courses, Less Cost: How to Provide More Content on a Limited Budget
More Courses, Less Cost: How to Provide More Content on a Limited BudgetKatrina Baker
 

Similar to Content Marketing on a Budget (20)

Content Marketing on a Budget for B2B
Content Marketing on a Budget for B2BContent Marketing on a Budget for B2B
Content Marketing on a Budget for B2B
 
Getting The Most From
Getting The Most FromGetting The Most From
Getting The Most From
 
Content Framework
Content FrameworkContent Framework
Content Framework
 
Marketing 3.0: Creating a Faster Path to Innovation and Results
Marketing 3.0: Creating a Faster Path to Innovation and ResultsMarketing 3.0: Creating a Faster Path to Innovation and Results
Marketing 3.0: Creating a Faster Path to Innovation and Results
 
Content marketing bootcamp for community managers
Content marketing bootcamp for community managersContent marketing bootcamp for community managers
Content marketing bootcamp for community managers
 
Content marketing bootcamp for community managers
Content marketing bootcamp for community managersContent marketing bootcamp for community managers
Content marketing bootcamp for community managers
 
Building a Sales Enablement Plan That Works
Building a Sales Enablement Plan That Works Building a Sales Enablement Plan That Works
Building a Sales Enablement Plan That Works
 
Create Authoritative Content
Create Authoritative ContentCreate Authoritative Content
Create Authoritative Content
 
The Fool-Proof Marketing Plan
The Fool-Proof Marketing PlanThe Fool-Proof Marketing Plan
The Fool-Proof Marketing Plan
 
Marketing Revised
Marketing RevisedMarketing Revised
Marketing Revised
 
Mastering B2B Content Marketing
Mastering B2B Content MarketingMastering B2B Content Marketing
Mastering B2B Content Marketing
 
B2B Webinars – Purpose, Planning & Production.pptx
B2B Webinars – Purpose, Planning & Production.pptxB2B Webinars – Purpose, Planning & Production.pptx
B2B Webinars – Purpose, Planning & Production.pptx
 
Marketing - A House Divided
Marketing - A House DividedMarketing - A House Divided
Marketing - A House Divided
 
Marketing Library Services
Marketing Library ServicesMarketing Library Services
Marketing Library Services
 
Campaign Planning Framework: Steps to Success #amaconf
Campaign Planning Framework: Steps to Success #amaconf Campaign Planning Framework: Steps to Success #amaconf
Campaign Planning Framework: Steps to Success #amaconf
 
Year4_DC_Project
Year4_DC_ProjectYear4_DC_Project
Year4_DC_Project
 
Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses
 
Required tasks
Required tasksRequired tasks
Required tasks
 
Ideation, business models; and how and where to start
Ideation, business models; and how and where to startIdeation, business models; and how and where to start
Ideation, business models; and how and where to start
 
More Courses, Less Cost: How to Provide More Content on a Limited Budget
More Courses, Less Cost: How to Provide More Content on a Limited BudgetMore Courses, Less Cost: How to Provide More Content on a Limited Budget
More Courses, Less Cost: How to Provide More Content on a Limited Budget
 

Recently uploaded

Catalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaCatalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaEsteller
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Valters Lauzums
 
Lead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeLead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeThe Salesbridge
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Valters Lauzums
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBalmerLawrie
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewEsteller
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfkinjaltaletiya7298
 
Catalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa SpydercoCatalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa SpydercoEsteller
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaEsteller
 
Maximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO StrategiesMaximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO StrategiesUmeshChandra385380
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...Social Samosa
 

Recently uploaded (20)

Catalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaCatalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completa
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
 
Lead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeLead Generation Services-The Salesbridge
Lead Generation Services-The Salesbridge
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_Preview
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
 
Catalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa SpydercoCatalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa Spyderco
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleria
 
Maximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO StrategiesMaximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO Strategies
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
 

Content Marketing on a Budget

  • 1. Big League Content Marketing Building a Content Marketing Machine on a Budget
  • 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.
  • 4. Source: Kapost and Eloqua study http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf
  • 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. 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
  • 9. Here’s the blueprint Content Marketing Message Format Channel Promotion
  • 11. 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? ………………….
  • 12. Decide on ONE product Why do they buy? Why would they buy from you? If they bought from you, would they be happy?
  • 13. 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
  • 14. 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!
  • 15. 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?
  • 16. Answer all the questions Question Answer 1. 2. 3. 4. 5. 6. 7. 8. 9.
  • 17. 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
  • 19. 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
  • 20. Create peripheral content that supports and points to it
  • 21. Optimize the page for conversion
  • 24. 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
  • 26. 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”
  • 27. 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
  • 29. 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
  • 30. 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
  • 31. Step 1: make it a priority
  • 38. Planning steps • Pick one topic to start with • Brainstorm • Prioritize • Find the experts and assign tasks • Create an editorial calendar
  • 39. Step 3: build a process
  • 40. 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
  • 43. Freelance or agency Freelance Agency Cost ✔ ✗ Time ✗ ✔ Flexibility ✔ ✗ Capacity ✗ ✔ Breadth of Services ✗ ✔ Infrastructure ✗ ✔ Expertise ✔ ✗ Overhead ✗ ✔
  • 45. Step 5 – manage the process
  • 47. Step 6 - Execute Start producing Think about distribution Have a PM
  • 49. 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
  • 50. Tips Define activity goals for the first 3-6 months Measure early indicator Start measure real results only after 3 months of solid activity

Editor's Notes

  1. BETTER LEAD YIELD in the CONTENT MARKETING FIELD http://www.cmocouncil.org/images/uploads/262.pdf
  2. Study conducted by Kapost and Eloqua http://img.en25.com/Web/Kapost/%7Be2e7c5be-14f8-4cf3-a174-1a29b673cfa6%7D_Content-Marketing-ROI-Kapost-Eloqua-eBook_.pdf
  3. More content marketing stats here: http://kapost.com/content-marketing-facts/ 93% of online research starts with a search engine, and 68% of consumers check out companies on social networking sites before buying. - See more at: http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-stats/#sthash.N6PmcB0q.dpuf 63% of readers are more likely to be influenced by blogs than magazines when deciding on a purchase. (Marketing Query) - See more at: http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-stats/#sthash.N6PmcB0q.dpuf B2B Companies that blog generate 67% more leads than those that don’t. - See more at: http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-stats/#sthash.N6PmcB0q.dpuf Out of all organizations leveraging content marketing programs, 48% say their efforts are resulting in engagement with customers and prospective clients, and 41% are seeing an increase in brand awareness. - See more at: http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-stats/#sthash.N6PmcB0q.dpuf 42% of consumers look to blogs for information about potential purchases; 52% say blogs have impacted their purchase decisions; and 57% of marketers have acquired new customers with their blogs - See more at: http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-stats/#sthash.N6PmcB0q.dpuf
  4. Study conducted by Kapost and Eloqua: http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf
  5. How do they buy? When do they buy? How long it takes them to buy?
  6. Take your 30 content ideas and for each of them come up with 3 content formats
  7. For each answer to the questions you came up with, create three different formats
  8. http://www.deutsche-startups.com/wp-content/uploads/2013/03/content-and-branding.jpg http://ywanvanloon.com/wp-content/uploads/2013/07/ContentMarketingMix.jpg
  9. When you pick a format make sure you have access to its distribution medium
  10. Source: ugaadmissions.blogspot.com
  11. Source: http://contentmarketinginstitute.com/research/
  12. Source: http://www.curata.com/blog/outsourcing-content-creation-agencies-vs-freelancers/
  13. Source: http://searchenginewatch.com/article/2343039/Content-Marketing-The-4-Most-Critical-Components-to-Measure-Analyze