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This presentation provides a simple 6 step content marketing framework to help businesses plan the content they need to provide customers online in order to transform their use of fast broadband internet and achieve faster business growth. The Superfast Broadband Business Support Programme is led by Peninsula Enterprise and delivered with consortium partners Business West and Wessex Enterprise on behalf of the Department for Communities and Local Government (DCLG) and Local Authorities. This is an ERDF Competitiveness funded programme worth £6m and runs from April 2012 to March 2015. The service is dedicated to helping businesses maximise the opportunities of Superfast Broadband (SFBB) and associated technologies. The aim of the program is to transform the way businesses in rural areas use a faster internet connection by offering information and business support to open up the opportunities made possible by more effective working practices, accessing new markets and greatly improving productivity. The program offers top value one-to-one specialist expertise and access to training and advice.
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How we can help businesses in the South West fast track their digital capability
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A Proven Marketing Approach
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Outposts
Metrics Driven
6 Steps To Success
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Step 1Learn to listen to your
audience
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Develop customer personas..
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To help you develop detailed customer personas use the Empathy Map developed by XPLANE also called a "really simple customer profiler"
Use Tools like Empathy Maps
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Daniel Day Lewis took 8 months to get into character for his role in My Left Foot. His performance won him numerous awards including best actor.
Today’s brands need to show the same commitment in their quest to know their customers
Get into character..
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Set up an observation post
Use tools
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The key to a great content marketing strategy is to focus content on the buyer, not on a product, service or brand. And to do that, marketing teams need to understand the content their audiences seek most.
This step includes identifying and analysing keywords prospects use to research online.
It includes mapping the steps in the customer journey or buying cycle.
It includes listing the questions buyers ask at each stage of their online journey.
Step 1Summary
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Step 2 Audit & Inventory Content
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Why a content audit?
Topic coverage
Content types
Spot gaps
Provide a better user experience
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Research demonstrates that 52 is the magic
number at which traffic increases due to the
presence of deeper, more expert and tenacious
content.
http://labs.openviewpartners.com/how-much-content-should-you-be-creating/
For expert views and opinions on this topic go to:
How much content?
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Benchmark competition
Validate popular sources
Check Influencers
External audit
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KEEP POLISH CREATE
Existing Content Assets
Calendar
Content users want Content client wants Other
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2
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TRASH
Internal audit
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Step 2Summary
As marketing defines its audience it will realise that it already has crucial answers to address its customers’ most pressing questions.
But those answers will be buried in content that is poorly organised and not mapped to the customer or the stages of the buying cycle.
So this stage is the best time to sort through and inventory existing content assets and determine which assets serve the customer or the business, log their whereabouts in an inventory and decide which items are fit to be reused on the website, which can be repurposed, or which ought to be deleted.
The audit will uncover purposeful content which includes educational articles, practical blog posts, how-to guides, e-books, demo videos, customer success stories (case studies), and webcasts
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Step 3 Map your Content to
your Buyer Needs
Search personas
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Align with your Search PersonasAlign with your Search Personas
Become aware
The Bystander
Just getting started in search. Does not yet fully realise that a need exists
in the organisation
Consider / compare
The Detective
Acknowledges a need. Is looking at options.
Aware of the bigger suppliers. Not aware of
us yet.
Make a choice / prefer
The judge
The judge is more sophisticated, well
informed and able to discern.
Purchase
The Jury
Ready to purchase.
The bystander picks up general information at
events, on your website, in blog posts, in videos, at
conferences, in pamphlets, brochures, in
the press, specialist media, on referral sites, in
emails
Content that is targeted to keywords and key phrases via optimised
pages is the best way to make self discoverable to the detectives. Creating content that helps solve specific problems this segment is struggling
with
A deeper level of content is needed to get on the judges shortlist.
The job is to get to known them. Content
needs to be good enough to earn their trust and
contact details (e.g. email address)
Make it drop dead easy to obvious how to
purchase. Call to action
Cycle
Segment
Characteristics
Content requirem
ents
1 2 3 4
To be effective you need to provide a range of content that is relevant & informative, at each stage of the buying cycle
Align content, persona & stage
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Plan content for each stage of the buying cycle
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Use a Content Matrix
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Step 3 Summary
The key at stage 3 is to determine what content will be delivered to different customers personas at each stage of their customer journey (bystander, detective, judge and jury).
Armed with an understanding of persona questions and concerns we use a content matrix to get ideas and to help us list the content types that are sought at each stage along the journey, and apply a practical framework to map brand content to customer questions and the buying cycle, so that we prevent gaps from occurring in our content plan and have the means to attract and moved prospects down the conveyor belt from casual visitor, through lean to customer.
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Step 4 Create your editorial calendar
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✓Content headline✓Content type✓The buyer persona you’re writing this piece for✓Person who will write/create the content✓Date due✓Person who will edit the content✓Channels — where does this get published✓Those “meta data” tags✓Publish date✓Status (perhaps indicated by green, yellow, or red)✓Any notes✓Metrics (e.g., comments posted, page views, downloads, etc.)✓Call to Action (the primary action or behaviour you’ve asked for)
Create Your Content Plan
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Daily Monthly Quarterly
Write a blog posts
Updates and ideas (Tweet. FB, LinkedIn, G+)
Respond / comment onsite / offsite
Curate news
Do a Webinar
Create how-to video or event video
Write meatier blog post
Create case studies
Do guest blog post on influential third-party web site
Create and post presentations to SlideShare
Quarterly
Publish an e-book, guide or white paper
Attend one big event and interview people
Produce a video series of 4-5 items
Plan far ahead
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Relevant
Word count
Educational
Meaningful (metaphor)
Visual
Restrained marketing
Chunked
Linked
Key words / phrases
Call To Action
Follow proven editorial guidelines
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Step 4Summary
With the content map in place, we can plan what is needed andschedule the work in an editorial calendar (custom spreadsheet).
This ensures no gaps exist and content will be created within the confines of a schedule and production workflow.
Content is defined for both purpose and audience, titles, types, keywords and contributors (internal or external) are all named within the document.
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Step 5 Content Promotion
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Outposts
Outposts
Get foundOptimise Social media outposts
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Outposts
Your own turf BlogE-NewsletterWebsiteOffline cross-promotionEmail footer
Social TwitterLinkedIn (inc. Groups)FacebookGoogle+ (author rank)YouTubeFlickr Social bookmarks (Digg)BrightTalkSlideShare
Paid BannersPPC (in social channels)Sponsored broadcastsPaid Webinar PR web
Optimise channels
Outposts
Leverage influencer marketing
Get tooled up!
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Outposts
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Step 5Summary
Many marketers don’t know their social media from their content marketing.
Most use social media without an understanding of the importance of great content (social is the fire and content is the fuel), and that is their downfall and the reason so many businesses fail to engage or convert prospects online. Their content is shallow and of little value to their target audiences.
Content promotion is a skill that requires time and patience to master. It’s like learning a new language. To be successful you need to live in the social networks and forums, but learning techniques and unlearning common mistakes will improve the chances of success dramatically. Having great content to promote will make the task much easier and more gratifying.
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Step 6 Measure Performance
Digital Marketing Can Be Measured Precisely
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If it’s worth doing, it’s worth doing properly
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View our 45 mins Webcast https://www.brighttalk.com/webcast/8551/72901