Aquent/AMA Webcast- Content Marketing: How to Sustain It, Find Success, and Scale

Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process. This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy.

Content Marketing: How to sustain it, find success and scale.

Seriously, How Do Iactually execute

Content Marketing?

JAY ACUNZO | @JAY_ZO

Jay Acunzo | @Jay_zo

(BosContent.com)

(+ VC world soon)

Agenda:

• Why Content?

• How to Execute– Revealing Patterns – Lean on Three Things– Visual Playbook

• Resources

• Q&A

(More)

(Less)

Outcome:

A Story…

A Story…

Sit through THIS, sucker!

@Jay_zo

Make Stuff People Want

Make People Want Stuff

Modern Marketing:

(via Smithery.co)

My Goals For Today

@Jay_zo

My Goals For Today

•Help everyone visualize & understand

@Jay_zo

My Goals For Today

•Help everyone visualize & understand

• Inspire some to execute better

@Jay_zo

My Goals For Today

•Help everyone visualize & understand

• Inspire some to execute better

• Improve .0000001% of the web

@Jay_zo

My Goals For Today

•Help everyone visualize & understand

• Inspire some to execute better

• Improve .0000001% of the web

@Jay_zo

Why Content?

(ASIDE FROM THE BUZZ DU JOUR)

To be a great modern marketer is to accept

1 simple truth:

@Jay_zo

To be a great modern marketer is to accept

1 simple truth:

Consumers have all the power.

@Jay_zo

To be a great modern marketer is to accept

1 simple truth:

Consumers have all the power. Period.

@Jay_zo

Three Causes

@Jay_zo

Media

@Jay_zo

Make Stuff People Want

Make People Want Stuff

Modern Marketing:

(via Smithery.co)

How toExecute

(OR, “HELP! HELP! MY BOSS WANTS ME TO, L IKE, WRITE STUFF NOW!”)

@Jay_zo

At HubSpot…

• 5-8 blog posts/day

• 4-6 premium resources/month

• 1.5M views, 250K subscribers

• 50K monthly leads

Title and Content Layout with List

• Add your first bullet point here

• Add your second bullet point here

• Add your third bullet point here

@Jay_zo

Holy Scale, Batman!

@Jay_zo

Process, Infrastructure, & Foundation

How to Execute:2 Revealing Patterns

@Jay_zo

Pattern 1:

vs.

@Jay_zo

Pattern 1:

vs.

@Jay_zo

Pattern 1:

vs.

@Jay_zo

Pattern 1:

vs.

29

Most views when it launches

Pattern 2: Helpful vs. “Thought Leadership”

Crashes over time, but not to zero

@Jay_zo

30

Most views upon launch

Pattern 2: Helpful vs. “Thought Leadership”

Crashes to zero

Unpredictable traffic

@Jay_zo

31

Pattern 2: Helpful vs. “Thought Leadership”

Grow this by building inventory.

@Jay_zo

32

Pattern 2: Helpful vs. “Thought Leadership”

(Boosted by old posts and inventory of helpful content.)

@Jay_zo

On HubSpot’s Blog• 70% of traffic from posts older than 1 month• 50% of top 10 most viewed monthly posts older than 1

month

Huge inventory.Huge ROI.

@Jay_zo

How to Execute:Lean on 3 Things

PEOPLE | PERSONAS | PROCESS

@Jay_zo

1. People (Not HubSpotter.) (PhotoBomber.)

@Jay_zo

2. Personas

[name][demographic][goals]

Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about their personal histories, motivations, and concerns.

@Jay_zo

“Create content for marketers.”

“Create content for Mary.”

?

@Jay_zo

2. Process

@Jay_zo

2. Process

@Jay_zo

2. Process

What’s This Process Actually Look Like?

Planning Production

AnalysisDistributio

n

Goal

3. ProcessContent Team Workflow

@Jay_zo

Planning Production

AnalysisDistributio

n

Goal

3. ProcessContent Team Workflow STOP! Get These First…

• Personas

• Visual workflow tool (my favorite: Trello)

• Editorial calendar (spreadsheet or Google Calendar)

• Idea pipeline (Trello or Evernote)

• Match metrics to content @Jay_zo

3. Process

Blog +“Atomize”

Email +Social

Paid & Partner Promotion

Audience Outposts

Core Conten

t

Campaign Playbook

@Jay_zo

3. Process

Blog +“Atomize”

Email +Social

Paid PromotionPartners + Outposts

Core Conten

t

Campaign Playbook

@Jay_zo

Turning This Wheel…

• Core content first

• Blogging as distribution

• Email lists nurture, but also GROW reach

• Outposts = organic audience acquisition

• Paid: Taboola, Outbrain, etc.

Planning Production

AnalysisDistributio

n

Goal

3. Process

Blog +“Atomize”

Email +Social

Paid & Partner Promotion

Audience Outposts

Core Conten

t

Content Team Workflow Campaign Playbook

@Jay_zo

Recap

Thank You! Questions?

@Jay_zo

ResourcesBoston Content (local focus)• boscontent.com

Buyer Persona Template• tiny.cc/persona

Editorial Calendar Template• tiny.cc/edcal