Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
Kate Holgate, Creative Director | Stoltz Marketing Group
Conference on Housing and Economic Development
MODERN CONTENT MARKETING
Stoltz Marketing Group | MODERN CONTENT MARKETING
WHAT IS MODERN CONTENT MARKETING?
Stoltz Marketing Group | MODERN CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and
retain a clearly defined audience — and, ultimately, to drive profitable customer action.
—The Content Marketing Institute™
http://contentmarketinginstitute.com/what-is-content-marketing/
“
”
Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: https://www.thekitchn.com/how-to-make-a-layered-jello-mold-243630 Image source: https://www.deere.com/en/tractors/e-series-tractors/
Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: http://vitalstorm.com/services/content-marketing/ Image source: https://delishably.com/desserts/4-Vintage-Jello-Recipes
Stoltz Marketing Group | MODERN CONTENT MARKETINGImage Source https://www.thekitchn.com/how-to-make-a-layered-jello-mold-243630
Stoltz Marketing Group | MODERN CONTENT MARKETING
Stoltz Marketing Group | MODERN CONTENT MARKETING
• Websites
• E-newsletters
• Blogs
• YouTube/Vimeo
• Infographics
• E-books
• Whitepapers
SEO, SEM, Data, Analytics, CRM, Smart CTA’s… WHAT’S NEXT?
Stoltz Marketing Group | MODERN CONTENT MARKETING
WHY IS CONTENT MARKETING IMPORTANT?
Stoltz Marketing Group | MODERN CONTENT MARKETING
• Increases brand awareness.
• Enhances customer loyalty.
• Establishes trust with thought leadership.
• Generates traffic to your website.
• Improves lead generation and conversion.
• Provides value without being intrusive.
• Develops long-term relationships with your audience.
• Creates a conversation with currentand potential customers.
• Drives profitable customer action.
CONTENT MARKETING:
Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: https://blog.hubspot.com/marketing/measure-content-marketing-roi
Stoltz Marketing Group | MODERN CONTENT MARKETING
CREATE A MEMORABLE CUSTOMER EXPERIENCE
AT EVERY TOUCH POINT.
Stoltz Marketing Group | MODERN CONTENT MARKETING
CONTENT
CREATION & DISTRIBUTION
AUDIENCE BUILDING
KEYWORD STRATEGY & TOPIC GENERATION
LINK BUILDING
BRAND AWARENESS & THOUGHT LEADERSHIP SEO
PR
SOCIAL
FOUR TIPS: MODERN CONTENT MARKETING
Stoltz Marketing Group | MODERN CONTENT MARKETING
DEFINE YOUR AUDIENCE.
1
Stoltz Marketing Group | MODERN CONTENT MARKETING
WHAT IS A PERSONA?
Realtor Rachel. Landscaper Larry. Donor Debbie. These names refer to personas: fictional, generalized representations of real people. By grouping people into persona categories, it's much easier for marketers to tailor their content and messaging to different groups of people.
Every content marketing plan should start by creating personas and their desired course of action.
Stoltz Marketing Group | MODERN CONTENT MARKETINGhttps://blog.hubspot.com/marketing/buyer-persona-questions
INTERVIEW YOUR CUSTOMERS
(20 Questions)
Stoltz Marketing Group | MODERN CONTENT MARKETING
Maps to: Older women online, almost empty nesters, as well as middle-aged moms with disposable income.
The hand-raiser / Family hero / Made the family reunion shirts / Coordinated the potluck / Served her time on the PTA
Categories: Maker, DIY’R
Shops Cafe Press for: Matching jammies PillowsThe perfect clever giftStationaryCustom merchandise
Channels: Facebook Instagram Pinterest Parenting Blogs (Love Taza, Oh Joy!) Home Decor Blogs (Wit + Delight) DIY Videos (YouTube)
CREATIVE KATE
THE CAREGIVER: Show my care for others
Motivated by: Caring and gratitude
Stoltz Marketing Group | MODERN CONTENT MARKETINGImage Source: https://hotinsocialmedia.com/how-to-select-which-7-types-of-posts-to-boost-across-social-media/
Where is your target audience accessing content? And when?
Stoltz Marketing Group | MODERN CONTENT MARKETING
ESTABLISH GOALS.
2
Stoltz Marketing Group | MODERN CONTENT MARKETING
WHAT IS THE PURPOSE OF YOUR CONTENT?
Stoltz Marketing Group | MODERN CONTENT MARKETING
• What business goals do you hope to reach through content? (Brand awareness? Brand loyalty? Customer education? Talent recruitment? Increased web traffic? Sales leads?)
• What challenges do your customers have that you can solve?
• What makes your product or service the best solution?
• How will your content engage and re-engage customers throughout the process,
leading them through your sales funnel?
• How will your content align with your brand and UVP’s?
• How can you tell your story in such a way that inspires loyal customers?
QUESTIONS TO CONSIDER WHEN DEVELOPING A CONTENT STRATEGY:
Stoltz Marketing Group | MODERN CONTENT MARKETING
QUALITY OVER QUANTITY.
3
Stoltz Marketing Group | MODERN CONTENT MARKETING
Put every piece of content through the helpful filter. For every piece of content created, simply ask yourself, “If I fit this customer persona, would I find this content helpful or useful?”
Also, great design, writing, video/image quality and strong call-to-actions (CTA) are very important when developing great content.
THE CONTENT GOLDEN RULE: BE HELPFUL
Stoltz Marketing Group | MODERN CONTENT MARKETINGImage source: http://www.sportsonearth.com/article/61581268/the-competitors-at-the-red-bull-flugtag-competition-purport-to-build-homemade-flying-machines
Stoltz Marketing Group | MODERN CONTENT MARKETING
MEASURE AND PIVOT.
4
Stoltz Marketing Group | MODERN CONTENT MARKETING
How many people saw your content? Look at traffic, social shares, and brand mentions.
Content engagement: How engaging is your content? Do people like it? Measure clickthrough and bounce rates, time on page, scroll depth, and social engagement (including likes and shares).
Search engine optimization (SEO): How does your content affect your Google rankings? Track your rankings, keywords, and links.
Content conversion: How much money did you make thanks to this campaign? Assess your leads, sales, and subscriptions.
USE TECHNOLOGY TO YOUR ADVANTAGE
Stoltz Marketing Group | MODERN CONTENT MARKETING
Google Analytics
Built-in Social Media Analytics Tools (Facebook Page Insights, YouTube Analytics, etc.)
Hootsuite
Buzzmo
Built-in CRM Tools (HubSpot, Salesforce, etc.)
Monitor User Behavior Tools (Hotjar, Kissmetrics, Heatmap.me, Clicktale, etc.)
SEO/Keyword Search Tools (Google AdWords Keyword Panner, SEM Rush)
HELPFUL ONLINE TOOLS
https://blog.hubstaff.com/10-best-tools-measuring-content-marketing-roi/
Stoltz Marketing Group | MODERN CONTENT MARKETING
CONTENT IS KING.
Image source https://www.thekitchn.com/how-to-make-a-layered-jello-mold-243630
Stoltz Marketing Group | MODERN CONTENT MARKETING
https://contently.com/strategist/
REFERENCES
http://contentmarketinginstitute.com/
https://blog.hubspot.com/
http://stoltzgroup.com/stoltz_marketing_blog/
THANK YOU.