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Efficient and-effective-content-marketing

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Content Marketing can be an effective strategy to increase your company’s visibility and show off your expertise. But it can also be time consuming, expensive and tends to have a slow ROI.

Improve your content marketing results by maximizing your time, tools and budget.

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Efficient and-effective-content-marketing

  1. 1. Emily Brackett www.visiblelogic.com Design+business blog: visiblelogic.com/blog www.MailOnTheMark.com Custom designed e-newsletters EFFICIENT AND EFFECTIVE CONTENT MARKETING Hello!
  2. 2. EFFICIENT AND EFFECTIVE CONTENT MARKETING Why Content Marketing Works
  3. 3. EFFICIENT AND EFFECTIVE CONTENT MARKETING Show Your Expertise Why Content Marketing Works 1
  4. 4. EFFICIENT AND EFFECTIVE CONTENT MARKETING Increase Web Traffic Why Content Marketing Works 2
  5. 5. EFFICIENT AND EFFECTIVE CONTENT MARKETING Build Brand Awareness Why Content Marketing Works 3
  6. 6. EFFICIENT AND EFFECTIVE CONTENT MARKETING Supports Other Marketing Efforts Why Content Marketing Works 4
  7. 7. EFFICIENT AND EFFECTIVE CONTENT MARKETING Builds the Sales Funnel Why Content Marketing Works 5
  8. 8. POLL EFFICIENT AND EFFECTIVE CONTENT MARKETING Are you currently doing any content marketing? FF Yes FF Yes, but I can’t keep up FF Just a bit FF No
  9. 9. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle
  10. 10. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  11. 11. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  12. 12. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  13. 13. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  14. 14. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  15. 15. EFFICIENT AND EFFECTIVE CONTENT MARKETING Target Audience Goals
  16. 16. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  17. 17. EFFICIENT AND EFFECTIVE CONTENT MARKETING It’s more than SEO Prospects Search Engines Influencers
  18. 18. EFFICIENT AND EFFECTIVE CONTENT MARKETING Attract Your Ideal Audience vs
  19. 19. EFFICIENT AND EFFECTIVE CONTENT MARKETING Support Your Sales Funnel Top of the Funnel (ToFu) SEO Influencers Middle of the Funnel (MoFu) SEO, Influencers Nurturing thru e-newsletters Building trust, validation thru social media Closing, converting Case studies, Testimonials In-depth information
  20. 20. EFFICIENT AND EFFECTIVE CONTENT MARKETING Typical Sales Cycle?? Visit site Step 1. Buy Step 2.
  21. 21. EFFICIENT AND EFFECTIVE CONTENT MARKETING Typical Sales Cycle?? Visit site Step 1. Buy Step 2.
  22. 22. EFFICIENT AND EFFECTIVE CONTENT MARKETING Typical Sales Cycle Visit site Step 1. Buy Step 4. Sign up for E-newsletter Step 2. Request Estimate Step 3. Drive Web Traffic Increase Web Traffic Increase Micro-Conver- sions
  23. 23. EFFICIENT AND EFFECTIVE CONTENT MARKETING Broad vs Niche Case Study iEnterprises USA 991 US Highway 22 West Bridgewater, New Jersey, 08807 Telephone: +1 908-679-0000 www.SwiftMEAP.com • sales@swiftmeap.com Swift MEAP is a mobile enterprise application platform product created by iEnterprises. Established in 1996, iEnterprises has proven expertise developing, implementing, configuring and fine-tuning Swift MEAP for many enterprise CRM, ERP and data-warehouse solutions. iEnterprises Europe Venture House, Arlington Sq Downshire Way Bracknell, RG12 1WA, UK Telephone: +44 (0)333 700 4770 Opportunity Swift MEAP provided a mobile enterprise application platform, which is globally supported by iEnterprises, that did not require extensive development time to connect to Covenco’s ERP. By utilizing Mule ESB™, Swift MEAP has connection to, and compatibility with, many data sources and enterprise applications, including Microsoft SQL, the underlying database supporting Covenco’s ERP solution. The benefits of this next-generation MEAP/ESB solution included: • Increased mobilization opportunities • Widely used integration platform • Fast, reliable & globally supported • Cloud or on-premise connectivity on a network connection Customer Covenco was established in 1989 as an IBM Broker and has since evolved into the UK’s largest independent computer hardware broker. They buy, sell and rent refurbished Cisco, IBM, IBM Certified, HP equipment, and other restored premium brands. Their technical competency, coupled with aggressive pricing, makes Covenco an excellent procurement process resource. Covenco’s services team has in- depth experience with a wide range of pre installation and post installation services to support computer hardware offerings. Pre-sales consultants can problem solve, configure and help design computer solutions for enterprises of all sizes. Covenco’s after sales services, include computer installation, computer maintenance, software support, Disaster Recovery Services and more. Business Situation With 65 employees and an energetic sales team, Covenco viewed the prospect of mobilizing their ERP system with anytime connectivity via iPhone, iPads, Blackberry and Tablets as a timely opportunity that made good business sense. Mule ESB Streamlines Integration to Quickly Mobilize Microsoft SQL-based ERP Solution Having all my leads available anytime, even when offline, helps me to better communicate with customers by responding more quickly.
  24. 24. EFFICIENT AND EFFECTIVE CONTENT MARKETING Different Readers
  25. 25. EFFICIENT AND EFFECTIVE CONTENT MARKETING IT Business Features Benefits Specs Costs Integration ROI Typical Audiences
  26. 26. EFFICIENT AND EFFECTIVE CONTENT MARKETING IT vs User
  27. 27. EFFICIENT AND EFFECTIVE CONTENT MARKETING Mix it up
  28. 28. EFFICIENT AND EFFECTIVE CONTENT MARKETING Search or Push? 100% @
  29. 29. EFFICIENT AND EFFECTIVE CONTENT MARKETING Process
  30. 30. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  31. 31. POLL EFFICIENT AND EFFECTIVE CONTENT MARKETING What media types have you tried? (check all that apply) FF Blog (your own) FF Guest blogging or article writing FF E-Newsletter FF Videos, infographics or podcasting FF White papers or e-books
  32. 32. EFFICIENT AND EFFECTIVE CONTENT MARKETING Will this content help a prospect? 100%@
  33. 33. EFFICIENT AND EFFECTIVE CONTENT MARKETING 1. Brainstorm ideas 2. Systematize with: outlines, editorial calendars, etc. 3. Writing, Design, Videography, etc. 4. Final Production Figure out a process
  34. 34. POLL EFFICIENT AND EFFECTIVE CONTENT MARKETING What are your biggest challenges? (check all that apply) FF Not enough time FF Can’t generate enough good ideas FF We create content but see little return FF The quality of our content is poor
  35. 35. EFFICIENT AND EFFECTIVE CONTENT MARKETING • Solicit ideas from everyone in your company. • Solicit ideas from customers (testimonials, case studies). • What questions do you get from prospects? • Repurpose old content (more on that later) • What is the competition doing? • Hire an outside firm. Tip: always keep a pipeline of ideas. Can’t generate ideas?
  36. 36. EFFICIENT AND EFFECTIVE CONTENT MARKETING Constantly Record Ideas
  37. 37. EFFICIENT AND EFFECTIVE CONTENT MARKETING • Think through ALL the steps and plan • Who will do each one? • Is it best to outsource to an expert? • Plan promotion along with posting Tip: Your editorial calendar must include not just production dates but all the milestones in between. Systematize
  38. 38. EFFICIENT AND EFFECTIVE CONTENT MARKETING
  39. 39. EFFICIENT AND EFFECTIVE CONTENT MARKETING Visuals Matter More Than Ever
  40. 40. EFFICIENT AND EFFECTIVE CONTENT MARKETING Is the design appealing? Before
  41. 41. EFFICIENT AND EFFECTIVE CONTENT MARKETING Is the design appealing? Animal Health and Welfare Best practices in animal husbandry, addressing such issues as disease control. Environmental Responsibility Compliance with standards that address such issues as habitat conservation, water quality and effluents. Food Safety Assurance that no banned antibiotics or other chemicals are used and that all approved chemical treatments are carried out in a responsible fashion. © 2015 The Global Aquaculture Alliance | www.gaalliance.org | www.bap.gaalliance.org BAP Tracea bility Animal Health and Welfare Food Safety Environmental Social Responsibility Best Aquaculture Practices is the world’s most comprehensive third-party aquaculture certification program, addressing all of the components necessary to conduct aquaculture operations in a responsible and sustainable manner. The Pillars of Sustainability Traceability Supply chain traceability from the source to the marketplace is mandated by the BAP program. Social Responsibility Adherence to local laws for worker safety, child labor and community rights. After
  42. 42. EFFICIENT AND EFFECTIVE CONTENT MARKETING Free or Gated?
  43. 43. EFFICIENT AND EFFECTIVE CONTENT MARKETING Trading Info for Email Is your content valuable enough for someone to give you their email address?
  44. 44. EFFICIENT AND EFFECTIVE CONTENT MARKETING Is More Always Better?
  45. 45. EFFICIENT AND EFFECTIVE CONTENT MARKETING DIY or Outsource? The future of content is quality (over quantity).
  46. 46. EFFICIENT AND EFFECTIVE CONTENT MARKETING Promotion
  47. 47. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  48. 48. EFFICIENT AND EFFECTIVE CONTENT MARKETING Even Majestic Content Needs Promotion Content Is King, but...
  49. 49. EFFICIENT AND EFFECTIVE CONTENT MARKETING Yes. You Need to Promote • Promote and share the same content on different channels • Automate your postings • Customize your postings
  50. 50. EFFICIENT AND EFFECTIVE CONTENT MARKETING Refine your message to audience @
  51. 51. POLL EFFICIENT AND EFFECTIVE CONTENT MARKETING What social media channels are you using? (check all that apply) FF Facebook FF Twitter FF LinkedIn FF Instagram FF Pinterest
  52. 52. EFFICIENT AND EFFECTIVE CONTENT MARKETING Re-post, but customize for each channel. • Length of headline and text • Style of interaction • Keywords, hash tags, mentions Automation vs Customization
  53. 53. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tools that can help
  54. 54. EFFICIENT AND EFFECTIVE CONTENT MARKETING • When you create a piece of content, create a library of promotional images • Make them different sizes for different channels • With or without headlines • Don’t forget to make them for videos, white papers, webinars, etc. Always create imagery
  55. 55. EFFICIENT AND EFFECTIVE CONTENT MARKETING
  56. 56. EFFICIENT AND EFFECTIVE CONTENT MARKETING Pay to Promote
  57. 57. EFFICIENT AND EFFECTIVE CONTENT MARKETING Repurposing
  58. 58. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  59. 59. EFFICIENT AND EFFECTIVE CONTENT MARKETING Coordinate, not multiply 100%@
  60. 60. EFFICIENT AND EFFECTIVE CONTENT MARKETING Repurposing Content Reduce your new content demands Reuse the content you have Recycle old content into something new
  61. 61. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing @
  62. 62. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing
  63. 63. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing 100%
  64. 64. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing 100%
  65. 65. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing
  66. 66. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing
  67. 67. EFFICIENT AND EFFECTIVE CONTENT MARKETING Tips for Repurposing @
  68. 68. EFFICIENT AND EFFECTIVE CONTENT MARKETING Measure and Improve
  69. 69. EFFICIENT AND EFFECTIVE CONTENT MARKETING Content Creation Cycle Target To attract the right audience and for SEO what content should we create? Create Generating Ideas Writing Design Outsourcing Reviewing Refinement Promote Social Media Backlinking PR Repurpose Cutting apart Reformatting Updating Improve Measuring Testing Improving Choosing 1 2 3 4 5
  70. 70. POLL EFFICIENT AND EFFECTIVE CONTENT MARKETING What social media channel has been most effective for you? FF Facebook FF Twitter FF LinkedIn FF Instagram FF Pinterest
  71. 71. EFFICIENT AND EFFECTIVE CONTENT MARKETING What to Measure Top of the Funnel (ToFu) Web Traffic Landing Pages Inbound Links
  72. 72. EFFICIENT AND EFFECTIVE CONTENT MARKETING What to Measure Middle of the Funnel (MoFu) E-Newsletter sign-Ups White paper downloads Case Studies Requests for demo
  73. 73. EFFICIENT AND EFFECTIVE CONTENT MARKETING What to Measure Closing, converting Requests for estimate Sales
  74. 74. EFFICIENT AND EFFECTIVE CONTENT MARKETING Time Crunched?
  75. 75. EFFICIENT AND EFFECTIVE CONTENT MARKETING Double Down or Fold?
  76. 76. EFFICIENT AND EFFECTIVE CONTENT MARKETING More Streamlined + Bigger Engine
  77. 77. EFFICIENT AND EFFECTIVE CONTENT MARKETING Questions?
  78. 78. EFFICIENT AND EFFECTIVE CONTENT MARKETING Let’s connect! Emily Brackett www.visiblelogic.com Design+business blog: visiblelogic.com/blog www.MailOnTheMark.com Custom designed e-newsletters

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