CREATING A CONTENT MARKETING STRATEGY

Katie B. Roberts | @KatieBRoberts

Understand target audience and adapt social media persona’s

Build a content calendar Leverage brand ambassadors Establish baseline metrics

What is Content Marketing?

A way of creating and distributing relevant and

valuable content to attract, acquire, and

engage a clearly defined and understood target

audience with the objective of driving profitable

customer action. -Content Marketing Institute

[Video on history of content marketing] : http://www.junta42.com/resources/what-is-content-marketing.aspx

What is Content Marketing?

SOURCE: http://www.theconversationprism.com/media/images/socialcompass-poster-lg.jpg

Building a Content Marketing StrategyImpact on Customer Lifecycle

Understand impact of content marketing across customer lifecycle Awareness Engagement & Consideration Conversion Brand loyalty

Image source: http://www.soundbite.com/solutions/lifecycle-solutions/proactive-marketing/loyalty

Building a Content Marketing StrategyGoals & Objectives

Identify the ideal state Business outcomes Organizational impact User evidence

Business Objectiv

es

Business Goals KPIs

Building a Content Marketing StrategyTarget Audience

Identify types of content to be shared Identify target audience per content type &

content platform Different target audiences may emerge

Align target audience with different buying stages and buying cycles

Develop social profiles Maintain brand consistency

across media & platforms

Building a Content Marketing StrategySocial Profiles

1. Define social persona for content type and platform

2. Create different segments3. What are their biggest challenges4. Name it to claim it!

Building a Content Marketing StrategyContent Framework

Define the Value Proposition Pillars of Content

Content types Frequency Medium Source

Success metrics

Building a Content Marketing StrategyPillars of Content (SAMPLE)

Pillar 1 Pillar 2 Pillar 3 Pillar 4

Category [Frequency]

Trending Topics[45%]

Programs/Products/Services

[15%]

Events[20%]

Special Promotions

[20%]

-Description-Examples-Content types

Timely, relevant, relatable topics that transcend to social persona-Holiday-In the News-Testimonials-Key Milestones-Targeted Campaigns-Quotes

Information as it relates to existing & new programs/products-Research relating to new product launch-Calls to Action-Thought leadership around targeted programs

Photos and information about upcoming events-Trade shows-Webinars-Meet & Greet

Contests, discounts, referral promotions, etc.

Source - Content Coordinator-Due 5 days prior to post--Brand ambassadors

-Product Manager-Due 5 days prior to new product launch

Events Marketing-Due 15 days prior to event

Marketing

Location BlogFacebookPinterest

BlogWebsiteFacebookTwitterLinkedin

BlogWebsiteFacebookPlancastLinkedin

BlogWebsiteFacebookTwitter

Building a Content Marketing StrategyLeveraging Brand Ambassadors

NEEDS CONTENT

Source: Content Marketing Institute | Michele Linnhttp://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar

Building a Content Marketing StrategyContent Editorial Calendar

Building a Content Marketing StrategyLeveraging Brand Ambassadors

Identify brand ambassadors What are they talking about? Where are they talking? Ask for testimonials Follow/Mention them on Twitter, Linkedin Feature them in newsletters Invite to events Ask!

Building a Content Marketing StrategySuccess Metrics(SAMPLE)

Facebook

Success Metrics FY 2012ACTUAL

FY 2012GOAL

YoYGROWTH

Fans # # %

Comments # # %

CTR # # %

Sentiment # # %

Shares # # %

People Talking about This # # %

Total Reach # # %

Reach Frequency # # %

Avg likes p/postAvg comments p/postAvg impressions p/postAvg shares p/postAvg clicks p/post

# # %

# of Leads # # %

Hubspot Marketing Grader # # %

Competitive Analysis # # %

Building a Content Marketing StrategyMeasurement Tools

SOCIAL MEDIA

OVERALL

FACEBOOK TWITTER BLOG WEBSITE

• Argyle Social

• Sprinklr• Awareness• JitterJam• Wildfire

• FB Insights• Edge Rank• Checker

• Twitter Counter

•Retweet.co.uk

• Wordpress• CMS• Google

• Omniture• Google Analytics

• Social Mention• Klout• hubspot Marketing

Grader

• Tweetdeck• Hootsuite

• RSS• Commentin

g

Building a Content Marketing StrategyKPIs per Channel

Social Networks DIRECT: Fans, Followers, Shares, Reach, Interactions, Affinity INDIRECT: Website views, Brand engagement, Time on Page, Change

over Time Online Communities

DIRECT: Active Users, Engagement, # of Communities INDIRECT: Traffic, Conversion rate, Time on Page, Change over Time

Blog DIRECT: Comments, Followers, Email/RSS Subscribers, Views INDIRECT: Website traffic, Brand Sentiment, Change over Time

Building a Content Marketing StrategyLooking Beyond the Numbers

Value Is community made up of target audience?

Engagement How are conversations being shared? Is the community converting to leads, referrals? How active is the community?

Brand Reach Are communities growing efficiently (cost) How is social media driving brand reach

Tips for SuccessMake Content…

Easy to find Easy to read Easy to understand Action-oriented Viral

TIP: Keep an inventory of content created, used, to be used!

Tips for Success

Leverage internal allies Establish cross functional teams; SMEs Hold routine meetings with content stakeholders Repurpose content Establish external relationships Educate! Demonstrate value of content Set priorities; start small Get awesome at back bends! Get chatty

ResourcesBooks

Let’s Connect!

@KatieBRoberts

Linkedin.com/in/KatieBRoberts

Facebook.com/Katie.B.Roberts

KatieBelleRoberts@gmail.com

KatieBRoberts.com