A Roadmap for Success: How to Plan and Build a Content Marketing Strategy

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How to Plan + Build aContent Marketing Strategy

Liz BedorBrand Strategist, NewsCred@lizbedor#ThinkContent

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Theres been a fundamentalshift in the way we create, consume and share content.4.5 BILLIONpieces of content are sharedevery day1.8 BILLIONphotos are uploadedand shared700 MILLIONsnapchatsare sent500 MILLIONtweets areposted

#ThinkContent@lizbedor

Namely, one of the biggest transformations is the fundamental shift in the way we create, consume and share content. Every day, over 400 billion pieces of content are shared. Over 700 million snapchats are sent.

This sheer speed and scale of content creation and distribution has drastically changed from even a year or two ago.

People tune out the noise.#ThinkContent@lizbedor

And yet we tune out the noise. As consumers, were hit with over 5,000 marketing messages a day, and yet 90% of them go ignored. 3

We choose what matters.We follow, like, subscribe and recommend only the things we actually care about.

#ThinkContent@lizbedor

Because, as consumers, we choose only what matters. We only follow, like, subscribe and share the things that mean something to us personally.

We need to stop interrupting what people are interested in and be what people are interested in.Craig Davis

#ThinkContent@lizbedor

Core components the way we need to think. We need to think different. 5

Content Marketing = Brand PublishingDelivering content your audience wants

Content published continuously and consistently

Seeks to answer customer questions across the buyer journey

Managing content as a strategic asset with ROI

#ThinkContent@lizbedor

Content Marketing AdvertisingNot advertising or PR

Not campaign-based

Not promotional

Not brand-led

#ThinkContent@lizbedor

BrandPurposeWhat Customers WantContentMarketing

#ThinkContent@lizbedor

Documented content strategy Have managing editorConsistently publish quality contentMap content to consumer journeyBalance paid, owned, and earned Media Focus on content subscribersTrack content marketing ROI

Key Factors to Content Marketing Success:#ThinkContent@lizbedor

Give Yourself a GradeBEST PRACTICERYGHave a Documented Content StrategyHave Managing EditorConsistently Publish Quality, Variety of ContentMap Content to Consumer JourneyBalance Paid, Earned, Owned MediaFocus on Content SubscriptionsTrack Content Marketing ROI

Overall:?

#ThinkContent@lizbedor

----- Meeting Notes (8/6/15 13:09) -----Make 10

Why is it Important to Have a Documented Content Strategy?* Content Marketing WorldEFFECTIVE CONTENT MARKETERSINEFFECTIVE CONTENT MARKETERSDOCUMENTED CONTENT MARKETING STRATEGYHAS A CONTENT MARKETING STRATEGYNO STRATEGY54%11%41%44%3%44%#ThinkContent@lizbedor

DiscoveryDestinationTeamEditorialCustomerJourneyMeasurement OptimizationAudience analysisBusiness caseCurrent stateBudget

BrandingDesignPlatformIntegrations

AgencyNewsCredInternal teams

StructureTopicsTypesToneSEO

Content by stageConversionsSubscriptionsRetentionDefine reportTools/softwareWhat / when

ContentPlatformDistribution

The Content Marketing Roadmap#ThinkContent@lizbedor

----- Meeting Notes (6/9/15 14:41) -----a lot of people jump into the middle one (what are we going to write?)12

Discovery

DiscoveryDestinationTeamEditorialCustomerJourneyMeasurementOptimization

Understand Your AudienceWho are they?What do they care about?What are their challenges?Where do they get their information?When do they consume this information?What devices do they use?How much expertise does your audience already possess?Does your audience know who you are? How does your audience feel about you?What questions do they expect you to answer?@lizbedor

Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

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Build the Content Marketing Business CaseDo Your Research InternallySet Appropriate GoalsAlign Program Goals with Company ObjectivesAsk for a Realistic BudgetFind the costs and ROI of other marketing departmentsUnderstand what metrics your organizations leadership cares about mostSet goals that are realistic and expected in order for your program to be considered a successAsk for the moon and the stars, with the hope of just getting the moon

#ThinkContent@lizbedor

Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

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BRAND HEALTHHow your digital audience feels about you.

BRAND AWARENESS/PERCEPTIONHow many of your early-stage prospects are finding their way to your company website?

CONVERSIONS Prospects who became customers because of content you provided them.

RETENTIONClients who continue to use your products and services.

Identify the Content Marketing Business Case@lizbedor

Checks indicate Fidelity is currently employing16

Conduct a Content Audit to Understand Current State 1. COST2. UTILIZATION3. PERFORMANCE#ThinkContent@lizbedor

Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

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Find the BudgetCalculate the Costs of Unused ContentBorrow Budget from Underperforming Digital AssetsApproach Budgeted Teams with a Partnership Opportunity

#ThinkContent@lizbedor

Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

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Destination

DiscoveryDestinationTeamEditorialCustomerJourneyMeasurementOptimization

Create a space for the content to live to get the most out of your marketing

Consolidate fragmented digital content and present a one-stop-shop environment

Determine Where Your Content Will Live

#ThinkContent@lizbedor

http://www.mmm-online.com/digital-think-tank-a-work-in-progress/article/334775/

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BRANDEDNON-BRANDEDProsProsStrong domain authority delivers search trafficRepairing trust issues with audience from history of too much promotional contentAssociate with positive brand perceptionChanging brand perception / disassociate from current brand perceptionConsConsAudience may discredit content for being promotionalForfeit existing domain authority search trafficAssociate with negative brand perception

Comparing Branded vs. Non-branded

Look at leading market examples21

www.pepsi.com

Associates Pepsi with pop culture + music

Looks and feels like Pepsi

Pepsi contests and products promoted in some content

Leverages Pepsi domain authority

Branded: Pepsis Pepsi Pulse

#ThinkContent

Look at leading market examples22

www.makeup.com

Only disclaimer that it is powered by LOreal is at very bottom of site

Reads like beauty magazine

Shop the Story links to LOreal products

Links to LOreal social sites

Non-branded: L Orals Makeup.com

#ThinkContent

Look at leading market examples23

www.content-loop.com

Powered by Capgemini tag at top of page

Content does not mention or promote Capgemini services

Only Capgemini CTAs and banner advertisements

Somewhere Between: Capgeminis Content Loop

#ThinkContent

Look at leading market examples24

DiscoveryDestinationTeamEditorialCustomerJourneyMeasurementOptimizationTeam

Managing EditorStrategizes, writes,and oversees content projects to ensure brand consistency and alignment with business objectives.

CommunityManagerDistributes contentacross social channels, engages online communities, and contributes to content projects.

DesignerBrings content to lifethrough the user experience and rich visuals.

ContributorsAny content creator-blogger, photographer, designer who contributes to your project.SEO / PaidSpecialistManages the paiddistribution of content online.

AnalystDefines best/ worst performers, conversion optimization and measurement communications.

CuratorFinds and re-purposes the best content from your business and from around the web.

A Successful Content Marketing Program Requires a Dedicated Team of Experts#ThinkContent@lizbedor

What are current gaps for Julien Farel?26

The Importance of a Managing EditorCreate + Manage Editorial CalendarTop-level view of everything youre pushing out to the web

Align strategy with overall business goalsMaintain WebsiteUpdates

SEO meta data

Formatting, tagging images and videos

Categorizing + tagging posts

Author data

Update static pagesSupervise Writer NetworkSuggest ideal topics

Enforce tone of voice

Ask for revisions

Communicate with writersEdit, Format, Schedule, PublishEnforce consistency

Be the voice of the company

Know content well enough to inject internal links

Reference upcoming events or webinarsTest + OptimizeTest plugins

Demo new products

#ThinkContent@lizbedor

----- Meeting Notes (2/4/15 14:04) -----Contributors - health management, EBSCO, ----- Meeting Notes (6/29/15 14:10) -----Contributors- Mobile living- Accessories team- Product teams- NewsCred- PACE- Alvin and Cory's team + SEO agency, 27

DiscoveryDestinationTeamEditorialCustomerJourneyMeasurementOptimizationEditorial

BrandPurposeWhat Customers WantContentMarketing

What Should You Write About?

This is where you live#ThinkContent@lizbedor

Buyer Journey Should Fuel Your SEO Keyword Strategy

MiddleEarly

Late

StagePersonaQuestions/ConcernsKeywords

BusinessBuyerRetain

#ThinkContent@lizbedor

Because Ranking High for SEO Keywords Should be a Core Objective for Your Content Marketing Program

Organic search is responsible for 64% of all web trafficOnly 2% of users travel to the 2nd page of Google 18% of users click on the first organic listingSource: Eyetools Inc#ThinkContent@lizbedor

1. Will it interest your audience?Just because you think something is interesting doesnt mean your audience will. Consider what content they consume and tend to gravitate toward.

2. Can it be distributed effectively to reach them?You should be able to deliver content to your audience through the platforms they prefer.

3. Does it align with your engagement goals?When youre excited about an idea, it can be difficult to look at it objectively. Remember that a good idea isnt a great idea unless it can help achieve your goals.

4. How is this an original idea?Its easy to imitate what youre used to seeing, but the most effective visual content provides some unique value to viewers. Thats not to say you have to be a visionary; consider ways that you can put an original spin on an old subject or experiment with a new medium.

5. Does it fit your brand?Just because another cool brand is doing something doesnt mean it wil translate for your brand. Consider your expertise, your brand voice and your audience. The content you deliver should always align.

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Different Types of Content Serve Different PurposesBoost credibility and publishing cadence

Share on-brand stories created specifically for your brandLICENSED CONTENTORIGNAL CONTENTUSER-GENERATEDCONTENTConnect your fans and community, share their stories and experiences

#ThinkContent@lizbedor

1. Will it interest your audience?Just because you think something is interesting doesnt mean your audience will. Consider what content they consume and tend to gravitate toward.

2. Can it be distributed effectively to reach them?You should be able to deliver content to your audience through the platforms they prefer.

3. Does it align with your engagement goals?When youre excited about an idea, it can be difficult to look at it objectively. Remember that a good idea isnt a great idea unless it can help achieve your goals.

4. How is this an original idea?Its easy to imitate what youre used to seeing, but the most effective visual content provides some unique value to viewers. Thats not to say you have to be a visionary; consider ways that you can put an original spin on an old subject or experiment with a new medium.

5. Does it fit your brand?Just because another cool brand is doing something doesnt mean it wil translate for your brand. Consider your expertise, your brand voice and your audience. The content you deliver should always align.

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Why Licensed Content?Boost Publishing CadenceLeverage Credibility Cost EfficientWith access to over 160k topics and millions of articles a day, licensed content allows you to boost your publishing cadence. Licensed content costs 3X less than original content while driving equal value in pageviews and shares (NewsCred).Licensed content allows you to borrow credibility from sources your audience knows and trusts.

#ThinkContent@lizbedor

Get the Most Out of Your Original Content by Recycling It Into Different FormatsStart by creating an eBookRead the eBook aloud and make it an audio bookInterview a customer for a quote in the eBook and put that up as a videoTake the audio from the video and make a podcastCreate a presentation from the eBook with highlights

#ThinkContent@lizbedor

A few times a year1-2X permonth< monthly1-2X perweek1 per dayMore than 1 per dayIncreasing Publishing Frequency Increases Organic Traffic

Source: Hubspot, 2015#ThinkContent@lizbedor

Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.

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DiscoveryDestinationTeamEditorialCustomerJourneyMeasurement OptimizationCustomer Journey

Middle-Stage ContentA combination of licensed and custom content that hits on niche topics specific to your offering and solutions: white papers, case studies, video and infographics.Late-Stage Content Custom content promoting your products and services: tactical guides and case studiesCustomer Stage ContentConsistent cadence and mix of content as well as personalized recommendations: white papers, case studies, tactical guidesRetainEvaluationPurchase

Early-Stage ContentQuality, licensed and custom content around broader, shareable topics that drives visibility and engagement: blog posts

Awareness

Content Through the Buyer Journey

Why editorial architecture? Because its like building a house. Its what distinguishes an editorial site from a product site. Layout and Design PhotosVoice and Tone Type of content

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Purchase

Case studies promoting product offering

Evaluation

High-value, gated content on niche topicsAwareness

Content around broad, shareable topics

Retain

Mix of all content from all stages

How American Express OPEN Fuels the Buyer Journey#ThinkContent@lizbedor

Awareness Can Instagram drive sales?

Evaluation How Drybar became a $50 million business

Purchase spotlights on card members

DiscoveryDestinationTeamEditorialCustomerJourneyMeasurementOptimizationMeasurement

BRAND HEALTHHow your digital audience feels about you.

BRAND AWARENESS/PERCEPTIONHow many of your early-stage prospects are finding their way to your company website?

CONVERSIONS Prospects who became customers because of content you provi...