Ignite Your Brand

FIRE IT UP WITH CONTENT MARKETING

What, Exactly, is Content Marketing?

A way to engage with people and move them through the journey from prospect to customer using interesting content your customers are passionate about… so they actually pay attention to you and SHARE it with others.

It is also about building a “good” reputation by showing expertise, knowledge, moral character, and demonstrating superior communicative skills through the content you provide.

Lindsey Lohan – Someone who needs Content Marketing

Did you know 60% of business decision makers say branded content helps them make better purchase decisions?

If you are a B2C company; 70% percent of consumers are more likely to buy from companies that offer content.

You want to make your clients feel GOOD. They trust experts.

Top activities performed during simultaneous screen usage

60% Emailing

44% Surfing the net

42% Social Networking

25% Playing a game

Average time spent per interaction

43 Minutes

39 Minutes

30 Minutes

17 Minutes

From Google Research 2012

From Google Research 2012

  Computers keep us productive and informed

  Phones keep us connected   Tablets keep us entertained   Search is used to move between devices   TV is a major catalyst for search

From Google Research 2012

PLANNING & STRATEGY

CAMPAIGN DEVELOPMENT

DISTRIBUTION & PUBLISHING

Audience Needs

Media Consumption

Business Requirements

Brand Experience

Content Audit

Competitive Analysis

Content Purpose

Key Themes & Messages

Storyline Strategy

Experience Paths

Recommended Topics

Content Strategy

Syndication Partnerships

Customer Journey

Publishing Schedule

Distribution

Community Management

Measure

  Step 1: Find your “top 20 percent.”

  Step 2: List what information you know about your customers.

We look at which clients hired you and what work they hired the firm to do

For BtoB:

Size of company Size of department Title Job duties Whether or not they are the main decision maker

For BtoC:

Demographics Geographic area Income level Are they a decision maker? If so, what do they base buying decisions on (e.g., lifestyle — environmentalist, baby boomer, etc.)?

  Step 3: We find the commonalities to find your different segments.

  Step 4: Get in their heads.

  Step 5: Give them “life!”

What customer characteristics keep showing up? Did some specific “types” of people emerge? Are your clients mostly engineers? Mostly women? Are there a lot of middle managers on your list?

Dialing in on their needs/wants/pain points

What can represent each one of your different buyer types and give each one of these types a name. Then, based on the questions answered above, we can start to create their stories… stories that emerge from their daily life, stories they “wished” emerged in their daily life, stories we provide that aide them in making an easier daily life, stories that make for a more “interesting” daily life. For example,  build a career history for them, include relevant details of their personal lives that explain why they are so busy, how many activities they are juggling at home, or any other specific interests they are likely to have.

Once we find out WHO they are, we then need to know WHERE they are and WHEN.

Every company has different goals for different products and services.

We need to know what that is to include that in the strategy process.

Content fuels customer engagement at all stages of the customer life cycle from top of funnel to ongoing relationship.

It is harder-working than other media because it covers the entire purchase cycle. It allows a brand to retain a relationship with the customer even if it’s not transactional – a magazine or Website that is lifestyle-oriented, for example, and keeps the customer connected to the brand until he or she is ready to purchase again is key.

  1. Company Website Content Audit: This is an inventory of your content that has been produced for the website. It tells us what you have.

  2. Company Ancillary Audit: This is an inventory of your content that has been produced to promote a link back to the website but is NOT kept on the website.

  3. Competitive Audit: This is an inventory of what your competition has on their websites and what they do to promote their company online.

  This helps us determine if we will be able to repurpose or update any current content already produced and allows us to find opportunities to expand on what the company already has.

  It tells us what you have put out in newsletters, external blogs, Youtube, Facebook, Twitter, LinkedIn, articles, brochures, Slideshare presentations and online press releases and how that has linked back to your website.

  Find out how we can do it better than the other guy. Provides a GAP ANALYSIS. Also, we see trends and patters revealed and make sure we are not repeating appear to be “copying”.

PLANNING & STRATEGY

CAMPAIGN DEVELOPMENT

DISTRIBUTION & PUBLISHING

Audience Needs

Media Consumption

Business Requirements

Brand Experience

Content Audit

Competitive Analysis

Content Purpose

Key Themes & Messages

Storyline Strategy

Experience Paths

Recommended Topics

Content Strategy

Syndication Partnerships

Customer Journey

Publishing Schedule

Distribution

Community Management

Measure

Developing a sense of structure of stories (campaigns) requires, settings, character, moods and a plot.

Create a Compelling Story & Content Strategy

Choose the right type of content

Tailor strategies to each channel

Find the right content partners

Create great design and branding

Promote Content/Implement Strategy

via Editorial Schedule

  The back bone of your Content Strategy becomes your BRANDING BIBLE

  Website Content is your 24-hour store front.

Then you need to get people to your website from other places on the web.

  Your Editorial Calendar becomes your online compass for your Target Audience.

Ignite Your Brand

FIRE IT UP WITH CONTENT MARKETING