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How to Take Your Content Marketing Efforts from
Infancy to Maturity
GRANT TILUS | COLLEGIS EDUCATION
SMSS Las Vegas 2016 Join the Conversation: #SMSsummit
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Who Is Grant Tilus?
Copyright Collegis Education, Inc. Proprietary and Confidential.
• Inbound Marketing Manager
• Content Marketing Director
• @GrantTilus
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We’re All Creating Content
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How’s Your Performance?
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Only 34% of marketers say they are effective.
• Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”
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Do You Want to Participate?
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Or, Be a Champion?
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Competition Is Fierce
9bit.ly/1njy89J
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12ti.me/1PxunnK
13bzfd.it/1njyU6D
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Doesn’t Happen Overnight
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It Takes Time to Mature
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“The secret to getting ahead is getting started.”Mark Twain
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www.contentstrategyinc.com
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Sitting Up
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Ad hoc
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Crawling
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Rudimentary
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Walking
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Organized & Repeatable
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Running
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Managed & Sustainable
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Parkour
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Optimized
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Case Study
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Early Adopters of the Trend
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Sitting Up
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Sitting Up No content strategy
No defined goals
No uniform structure/standards
No idea what the readers want
Starting to create content
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Sitting Up
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Crawling
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Crawling Content strategy outlined
Quality assurance through peer reviews
Some production structure in place
Starting to learn about optimizing for the audience
Not yet driving any real business value
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Crawling
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Walking
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Walking Streamlined process for writing, editing and creative
requests
Focused on answering target audience’s questions
Committed to measurement and analytics
Starting to drive real business value
Leadership buy-in and support for investment
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Walking
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Walking
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Running
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Running Improved content differentiation
Imagery Data Types of content
Going back to retroactively fix missed opportunities
Kick-start organic rankings with paid social promotions
Buy-in from the entire organization
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Running
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Running
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Parkour
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Parkour Content strategy aligns with organizational strategy
Actively engaged in larger content strategy projects
Earning digital authority across the web for highly competitive terms
Attracting attention externally
Promoting the brand purpose
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Parkour
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Parkour
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Content Maturity Model• Sitting Up
– Ad hoc• Crawling
– Rudimentary• Walking
– Organized & Repeatable• Running
– Managed & Sustainable• Parkour
– Optimized
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4 Things You Need to Reach Maturity
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1) Follow a Process
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Introducing: Trello
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bit.ly/Trello4Content
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Create a Board
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Identify Steps in the Process
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Place Content Ideas in Cards
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Input Article Information
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Move Through the Process
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Repeat
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2) Be Self-Conscious
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Assess the Competition
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Test Ideas to Find What Works
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Duplicate Past Success
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Restore the Classics
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Find New Ways to Stand Out
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Access Exclusive Information
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Do-It-Yourself Data
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Utilize Expert Authority
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3) Act Deliberately
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Content Marketing Baseball
76%
15%
2%8%
Singles DoublesTriples Home Runs
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Singles Are Solid
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Doubles & Triples at Scale
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Home Runs Are Special
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4) Focus on Your Purpose
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Common Content Metrics
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Website TrafficClicksSEO RankingsTime on Page
CommentsSubscriber Growth
Social Shares
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Actual Business Metrics
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Website TrafficClicksSEO rankingsTime on Page
CommentsSubscriber Growth
Social Shares
Customer Retention Loyalty Brand Awareness Sales Customer Evangelism Lead Generation Lead Nurturing Upselling
51% of marketers cited measuring content effectiveness as a challenge.“Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”
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Get Comfortable with Google Analytics
bit.ly/analytics-academy-smss
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Drive Innovation
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Almost 50% More Downloads!
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Recap
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• Follow a Process– If you don’t have one, borrow one
• Be Self-Conscious – Know what works, what doesn’t and what you need
• Act Deliberately– You must choose, but choose wisely
• Focus on Your Purpose– Can you prove the ROI?
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“Start where you are. Use what you have. Do what you can.”
Arthur Ashe
THANK YOU
Collegis EducationCollegisEducation.com
SMSS Las Vegas 2016 Join the Conversation: #SMSsummit
