Your Marketing Golden Ticket

@azeckman #SocialBrand17

SOMETHING YOU SHOULD KNOW ABOUT

ME…



“SO MUCH TIME AND

SO LITTLE TO DO.”- Willy Wonka


HOW MANY OF YOU ARE FEELING

OVERWHELMED WITH CONTENT MARKETING

RIGHT NOW?


CONTENT MARKETING IS…

HARDImage Source: PopSugar


Consumers are

overloaded with content.

Audiences are

becoming more

sophisticated and

demanding.

Brands can’t

keep up with

demand.

Teams are not

strategic with

content.

Image Source: WordPress.com


37 SECONDSis the average amount of

time people spend reading

an article or blog post. - NewsCred Insights

THE CURRENT STATE

LEAD

GENERATIONis the top content marketing

goal for B2B marketers. - CMI & MarketingProfs

200 MILLION+people now use ad

blockers.- PageFair


“IS THE

CONTENT YOU

CREATE AND

DISTRIBUTE

DIFFERENT

THAN ANYTHING

ELSE OUT

THERE?”

@JoePulizzi Image Source: LinkedIn


WE’RE DOING IT WRONG

Creating content for

your brand, not your

audience.

Focusing on content

quantity, not impact.

Avoiding testing for

fear of failure.


I’LL BE YOUR GUIDE

TODAY

5 SWEET IDEAS FOR

OVERCOMING COMMON

CONTENT HURDLES

Image Source: movie-screencaps.com


“THERE IS NO EARTHLY WAY OF KNOWING,

WHICH DIRECTION THEY ARE GOING.”- Willy Wonka

@azeckman #SocialBrand17Image Source: movie-screencaps.com

#1 – Lack of Audience Insight


SOLUTION: IDENTIFY NEEDS

Ask customers directly.

Conduct surveys

and research.

Research top

questions asked via

search engines.

Use GA to

uncover popular

content.








• Answer the Public

• Bloomberry

• Storybase

• BuzzSumo



“IF YOU’LL FOLLOW ME, I HAVE SOMETHING

RATHER SPECIAL TO SHOW YOU.”- Willy Wonka


#2 – Failure to Meet Customer

Content Needs


SOLUTION: CONTENT EXPERIENCE

Create content

that meets their

needs.

Customers

should be at

the core.

Adjust your

content

experience

strategy

accordingly.

Collect data of

the experience.


• New product launch

• Increase awareness

• Over 15M views





“ANYTHING YOU WANT TO, DO IT.”- Willy Wonka


#3 – Limited Time, Budget

& Resources


Collaborate with

influencers.

Eliminate waste.

Repurpose

evergreen content.

Know that content opportunities

exist everywhere.

SOLUTION: GET CREATIVE


• 50% of the content was created by

influencers

• Nearly 6k shares



• Original blog post had over 2k shares

• Repurposed eBook on SlideShare had

over 36k views



“INVENTION, MY DEAR FRIENDS, IS 93%

PERSPIRATION, 6% ELECTRICITY, 4%

EVAPORATION, AND 2% BUTTERSCOTCH

RIPPLE.”- Willy Wonka


#4 – Not Understanding What

Content Works


SOLUTION: TEST CONTENT TYPESFocus on types that

encourage engagement.

Optimize for multiple

devices.

Test before you

invest.Find interesting ways to

TELL STORIES!.


• Interactive content

• 100% influencer amplification

• 18M Impressions

• 2,227 views between 30

seconds and 2 minutes

(average is 37 seconds)

SOLUTION: TEST CONTENT TYPES


• Content was created to promote the survey including

media coverage, webinar, contributed articles, blog

posts.

• 30% conversion rate = 2000+ downloads

• Over 1000 new contacts added to nurture

SOLUTION: TEST CONTENT TYPES


“DON’T JUST STAND THERE, DO

SOMETHING.”- Willy Wonka


#5 – Lack of Brand Credibility


Present the same POV on

multiple channels.

Answer the questions

your audience is

searching for.

Answer these questions in a way

that is optimized for the

customer experience

Integrate with other tactics

such as events, webinars

and SEO.

SOLUTION: BUILD BRAND AUTHORITY


Content Topic

or Theme

Blog &

Website

Content

Anchor

Assets

PPC

Paid Social

Organic

Social

Best

Answer

Events

Webinars

3rd Party

Editorial





SO…


WHAT WOULD IT TAKE TO TURN YOUR

CONTENT HURDLES INTO

OPPORTUNITIES?


WHAT IMPACT COULD YOU HAVE?


WHAT WOULD THAT COST?


WHAT IS THE COST IF YOU DON’T?


YOUR CHALLENGE

• Do you know what your

audience wants?

• Are you creating a great

experience?

• Is your process efficient?

• What are you testing?

• Are you the best answer for

what your customers are

searching for?

Identify Opportunities

• Research your customers.

• Develop a strategy.

• Execute on the plan.

• Optimize the plan.

Create Your Plan

• Technology

• People

• Publishing Platforms

• Interactive Platforms

• Content Platforms

Forecast Costs


THANK YOU!

@azeckman

TopRankMarketing.com

TopRankBlog.com

A Special Treat!

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