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Agenda
• 5 W’s Content Marketing?
• Content Marketing Planning
• Engagement
• Content Marketing KPIs
• 6 Steps to Content Strategy
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Content Management Inspiration
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“The best content is worth sharing. It's worth passing along, because you find it so useful or enjoyable or inspired that you can't NOT share.”
Ann Handley
@MarketingProfs Chief Content Officer, MarketingProfs
Photo by GotCredit available under a Creative Commons Attribution-license
Wisdom on Content Marketing
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Attract. Engage. Convert. ~
Lee Odden, TopRank Marketing
Content is anything that adds value to the reader's life. Avinash Kaushik, Google
Publish everywhere. Robert Simon, Four Seasons Hotels
Digital Marketing
CONTENT MARKETING
SOCIAL MEDIA
MARKETING
EMAIL MARKETING
MOBILE MARKETING
SEARCH MARKETING
BRAND MARKETING
WebSite
Blog
SEM
SEO Display Ads
Messaging
Image
Emotional Connection
Packaging
Search
Banners Location Based/ Proximity
SMS/MMS
Apps
Landing Pages
Newsletter
Links
Slide Ware
Articles
WhitePaper
Case Study
Video
InfoGraphic
Photos
Votes
Comments
Testimonials
Webinars
Personas Positioning
PPC, CPC, CTR, Conversion
Web Analytics
Keywords, Links Meta Data
Podcasts
Banners
OPTIMIZATION
A/B Testing
Usability Testing Click Analysis &
Heat Mapping
Community
DIGITAL MARETING STRATEGY MAP
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What is Content marketing
“Any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.” (Wikipedia)
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A simpler definition
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• “Content Marketing is any content you create that helps build your brand and or sales.”
Photo by Juli Crockett available under a Creative Commons Attribution-license
Why Content Marketing?
• Builds Trust
• Builds Brand
• Provokes conversations
• Increase Word of Mouth
• Creates Community
• Develop loyalty through emotional connections
• Google Loves it
• Engages Prospects
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How much Content?
Here is a great formula from Jay Baer
Number of Questions You Need to Answer=
Number of Personas x
Number of Buying Stages x
Number of Questions in Each Stage
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Different Forms of Content
• Long Form: Whitepapers, e-Book
• Medium Form: Blog, Article
• Short Form: Twitter, Facebook Post, Comment
• Multimedia: Video, Podcast, Images, SlideWare
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Inviolable Law of Content Marketing
• “Thou shall not do in-your face, self-promotions or propaganda
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Follow the 80:20 or 90:10 Rule
• Make your content for your audience
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Photo by OXLAEY.com available under a Creative Commons Attribution-license
Evergreen vs Real Time Content
• Evergreen Content stays fresh and relevant where as Real-time content has a short half-life.
– Real-time: News, Pricing, Fads, Trending
– Ever-green: FAQs, Lists, How To’s, Reviews, Cheat-sheets, Videos
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B2C Evergreen Themes
• Meaning of Life, Self Improvement
• Love, Conflict, Romance
• Marriage, Parenting
• Food, Money
• Health, Wellness, Weight Loss
• Jobs and Careers
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Photo by greg westfall available under a Creative Commons Attribution-license
Half Life of Content
• Twitter: Minutes
• Facebook: Hours
• Blog: Days
• E-book: Years
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0
100
200
300
400
Twitter Facebook
Blog E-book
Day
s
Content Half Life
Recycle & Repurpose Content
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Blog Youtube E-book Slideware
Facebook Article Flickr
Twitter Tumblr Pinterest
Create a Content Calendar & Follow it
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A plan is better than no plan, great to curb writers block and good for teamwork
Curate vs Create
• Not all content needs to be created
• Depends on channel
• Social Media more sharing
• Blog more original content
• Don’t forget Guest Blogs, great for SEO, building followers, web traffic and diversity of opinions.
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Engagement
• A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. (Wiki)
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Benefits to Engage
• Thought Leadership
• Build target audience footprint
• Website Traffic
• Brand Awareness
• Lead Generation
• Customer Acquisition
• Conversion & Sales
• Build Relationships
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Where to Publish: Platforms & Distribution
• Website • Blog • Social Media • Newsletter • Whitepaper Sites • Podcast • Webinar • Case Studies • Slideware • Content Syndication (RSS) • Search Engine Marketing
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Photo by mkhmarketing available under a Creative Commons Attribution-license
KPIs: Thou Shall Measure
• Identify the important KPIs
• Install Google Analytics on your website, blog
• Pay attention to Sessions, Duration, Bounce rate, and other factors
• Other things to pay attention to are Ranking Factors, Social Factors, Leads and yes Sales.
• But it’s not just about numbers. Great Selfless Content Marketing brings good will, loyalty, and much more.
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6 Steps to Content Strategy
While developing your Content Strategy 1. Develop a clear profile of your audience (refer to the
digital marketing presentation) 2. Know the buyers journey 3. Research their preferences. Finout which online
water-cooler they like to hang out at. 4. Give them the right content at the right time on the
right platform 5. Engage your customers, ask questions, do a survey 6. Decide what Success means to you and your team
(KPIs)
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Content Marketing Strategy & Execution
Followers/Likes Shares Views Search Rank Bounce Rate Time on site Downloads, SignUps Click Thru Rate Links
Audience Keywords 5 W’s Preferences KPIs
New Offers Referrals
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STRATEGY CONTENT MANAGEMENT
Short Form Long Form Images Moving Images
PLATFORMS& DISTRIBUTION
Social Blog Email PPC Banner Keywords
MEaSURE MENT
LOYALTY
Great Content Formula 3.0
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Javed Mohammed’s
Great Content =
99% About Them x ( 80% Curated + 20% Original) x (50% Evergreen + 50% Real-Time) x (80% Target KPI) x (Sum of Half Life of all Content x 1.5 x Content Refresh Rate) x Sum of (Personas x Buying Stages) x 0.25 (Loyalty Rate) x 0.5 (Perfect Storm) x 1.0 (Prayers)
Need Help with your Digital or Content
Marketing Project?
Contact me Javed Mohammed
[email protected] javedinc.wordpress.com
1 (408) 728-8920
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