Content Marketing Strategy Workshop August 24, 2015 // New York City презентация

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Goals for Strategy Workshop Understand what an effective content marketing strategy looks like Determine where your content will live. Understand important site elements Understand Editorial Strategy and gain clarity on

Слайд 1Content Marketing
Strategy Workshop
August 24, 2015 // New York City
Michael Brenner
Head of

Strategy, NewsCred
@BrennerMichael

Слайд 2Goals for Strategy Workshop
Understand what an effective content marketing strategy looks

like
Determine where your content will live. Understand important site elements
Understand Editorial Strategy and gain clarity on editorial mission and topics
Brainstorm content ideas
Understand distribution best practices
Determine the measures of success

@BrennerMichael

Слайд 3Content Marketing Strategy
@BrennerMichael

Слайд 4Just 3 Things . . .
The world has changed.
Most content

stinks.

Attract people through stories they love.

@BrennerMichael

Слайд 5Content today must
compete with pictures of babies and kittens.
@BrennerMichael

Слайд 6@BrennerMichael

Слайд 7
Content marketing trends

Слайд 12@BrennerMichael

Слайд 13
“

We need to stop interrupting what
people are interested in, and
start

delivering what people are interested in.

”

@BrennerMichael

Слайд 14@BrennerMichael

Слайд 15
We tune out


the noise.
@BrennerMichael

Слайд 16@BrennerMichael

Слайд 17

“

The buyer journey is nothing more than a series of questions

that must be answered.

- IDC -

”

@BrennerMichael

Слайд 18Awareness
Consideration
Preference













































































































































































































































































































































































































































































Begin
decision process
Make
decision
Identify business problem



















Establish requirements/ build RFP
Align IT with business objectives
Explore

technology options

Research solutions

Determine solution strategy

Assess ROI

Research products/ vendors

Build short list


@BrennerMichael

Слайд 19@BrennerMichael

Слайд 20Ann Handley: “Take your brand out of the story. . .

. . .Make your customers the hero.”

Our Natural Instinct

Content
Marketing

What
Brands
Publish

What
Customers
Want

Charity

@BrennerMichael

Слайд 21Content
Marketing
Your
Brand
Purpose
What
Customers
Want
Exercise: Why does your brand exist?

What purpose does it serve?
@BrennerMichael

Слайд 22
“Content marketing is the marketing and business process for creating and

distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
-Content Marketing Institute

Not advertising or PR

It is continuous not campaign-based

Customer-focused, not brand-focused

Seeks to answer customer questions across the buyer journey

Owned media = An asset for your business with LTV and ROI

Content Marketing Defined


@BrennerMichael

Слайд 23
The Promise of Content Marketing:

To earn your audience . . .

. . . versus buying it!

@BrennerMichael

Слайд 25Key factors to content marketing success:

Documented content strategy and mission statement
Have

someone accountable for content
Consistently publish quality content
Map content to consumer journey
Paid Distribution
Focus on Content Subscribers
Track Content Marketing ROI

@BrennerMichael

Слайд 26Now: Give yourself a grade . .
Overall:
?
@BrennerMichael

Слайд 27Why is it important to have a documented
content strategy?

Слайд 28Content Marketing Mission Statement
Become a destination for [target audience] interested in

[topics]. To help them [customer value].

This will help us [content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers

AmEx Open Forum Example: Help Small Businesses Do More Business. To become
the largest source of inbound leads.

@BrennerMichael

Слайд 29What Is Your Content Marketing Mission Statement?
Become a (premier?) destination

for

[target audience]

interested in [topics]

to help them [customer value].

@BrennerMichael

Слайд 30Steps to crafting a content strategy
@BrennerMichael

Слайд 31Building the content marketing business case
@BrennerMichael

Слайд 3260-70% of marketing content
goes completely unused.

*Sirius Decisions


@BrennerMichael

Слайд 33@BrennerMichael

Слайд 34
Behind every piece
of bad content
is an executive who asked

for it.

TWEET THIS!

@BrennerMichael

Слайд 35Conduct A Content Audit
Content Type
Audience / Target
Buyer Stage
Primary Destination
Performance
@BrennerMichael

Слайд 36Look at Content by Buyer Stage
66%
28%
Early-Stage Content
Late-Stage Content
Middle-Stage Content
6%
@BrennerMichael

Слайд 37Your Business Goals
Select one or more from the list (or add

your own):

Create affinity for your core products and brands

To reach new potential buyers with unbranded search

To retain existing customers

Upsell existing customers / retention

Convert them through digital offers, paths to sale

@BrennerMichael

Слайд 38Joe Pulizzi: “Don’t build your house on rented land.”
- Publish

On Your Own Content Hub -

@BrennerMichael

Слайд 39Consider Your Destination and Branding
@BrennerMichael

Слайд 40Design Structure
Categories across the top show visitor what space you are

in
Images help humanize the site and break text
Published content horizontally shows frequency (add dates and authors)
Share buttons encourage social sharing
Mid-stage offer on right
Newsletter/subscription sign up

@BrennerMichael

Слайд 41

Categories across the top show visitor what space you are in


Слайд 42

Images are authentic and create context for the content

Слайд 43

Author bylines show authenticity and the dates show frequency


Слайд 44

Share buttons encourage social sharing



Слайд 45

Recommended or Most Popular
@BrennerMichael

Слайд 46

Heavy call-to-action + subscription

Слайд 47Define Content Marketing Roles and Functions
Content
Marketer / Editor

Strategizes, writes,
and oversees content

projects to ensure brand consistency and alignment with business objectives.

Community
Manager


Distributes content
across social channels, engages online communities, and contributes to content projects.

Designer



Brings content to life
through the user experience and rich visuals.

Contributors



Any content creator-
blogger, photographer, designer — who contributes to your project.

SEO / Paid
Specialist


Manages the paid
distribution of content online.

Analytics



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

Curation



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

@BrennerMichael

Слайд 48April 27, 2015


Editorial Strategy

Слайд 49
Thinking and acting like a publisher
Mapping keywords to the buyer journey
The

“persona filter”
The importance of imagery
The impact of volume on reach and conversion

What we’ll cover in this section:

@BrennerMichael

Слайд 50What Are We Going to Write About?
@BrennerMichael

Слайд 51
@BrennerMichael

Слайд 52@BrennerMichael

Слайд 53The Biggest Mistake Brands Make With Content Marketing Is Making The

Content All About Them

Think and Act like a Publisher!

Слайд 54
Thinking and acting like a publisher


Create the content your audience (actually)

wants


Build an audience, then monetize it


Manage content as an asset with an ROI





Effective Editorial Strategy

@BrennerMichael

Слайд 55
How do you give a pile of bricks order?

What are

different ways you could organize content?


Consider recurring themes / series / trigger events


Look at publishers in your space

@BrennerMichael

Слайд 56Reach, Engage and Convert the Right People.

Early-stage Searches
Middle-stage
Brand Searches
Search / Social

Volume




What is Content Marketing?
(10-3000 X)

Who is the best Content Marketing provider?
(2-10 X)

NewsCred Content Marketing software is how awesome?

@BrennerMichael

Слайд 57@BrennerMichael

Слайд 58@BrennerMichael

Слайд 59@BrennerMichael

Слайд 60@BrennerMichael

Слайд 61Secondary
Early
Xyz
Late
Xyz
Xyz
Persona
Questions/Concerns
Xyz
Middle
Xyz
Xyz
Keywords
Main
Early
What is [your solution]
Late
How much is [your solution]
[your solution]
Persona
Questions/Concerns
[your solution]
Middle
How to

succeed with [Your solution]

[your solution]

Keywords

Stage

Stage

Research Keywords, Then Filter By Personas

@BrennerMichael

Слайд 62Licensed Content
Custom Content
Social Content
Utilize the Right Mix of Content
Licensed Content
Boost credibility,

publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.





Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Community Content
Leverage content from customers, employees, influencers that grows and engages your community.

Licensed Content
Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.

Слайд 63Content Mix (Monthly Average)
Custom Content
20%
User / Employee
50%
Licensed Content
30%

@BrennerMichael

Слайд 64How To Rank For SEO? The 3 Vs (Content Mix)

@BrennerMichael

Слайд 65Imagery matters
60,000 X the brain processes images faster than text.

78% of

consumers say that the quality of a product image is “very important” in selecting and purchasing a product

94% more total views on content featuring compelling images than content without images.

@BrennerMichael

Слайд 66Case Study:
Bloomberg uses stunning imagery
to bring “dry” topics to

life

Слайд 67‘Big Data’
@BrennerMichael

Слайд 68‘Technology’
@BrennerMichael

Слайд 69‘Intraday Settlement Compresses Trading Cycle’
@BrennerMichael

Слайд 71‘Transform Data Into A Strategic Access’

@BrennerMichael

Слайд 72‘Intraday Settlement Compresses Trading Cycle’

Слайд 73The Impact Of Volume On Reach and Conversion
Publishers publish every day

on each topic, category or theme
Organic Traffic goes up with each new article published
Diminishing return? (see below)
Optimize content budget vs. paid distribution budget
Increasing frequency will increase Organic + Social % of Total PVs



A few times
a year

1-2X per
month

< monthly

1-2X per
week

1 per day

More than 1 per day

Слайд 75Blog Post Brainstorm

Слайд 76Content Amplification and Distribution

Слайд 77
The Converged Media approach
Best Practices for Distribution:
Email
Social Media (Facebook, Twitter, Pinterest,

Instagram)
Paid

What we’ll cover in this section:

@BrennerMichael

Слайд 78Maximizing the Reach of Your Content
A “converged media” approach utilizes paid,

owned, and earned media to deliver content the audience wants and maximizing the reach of that content.

Paid Social Influencer

Leverage your owned
content and channels

Maximize organic buzz,
social engagement,
and PR

Organic traffic & SEO

Quickly grow your
audience & jumpstart engagement

Converged

Paid Content Distribution (Outbrain, Sharethrough)

@BrennerMichael

Слайд 79Social networks dominate content discovery

Слайд 80Social media can have a real impact on your
bottom line.
78%

of consumers said that companies’ social media posts impact their purchasing decision


30% of buyers say that social media is very important in making their purchasing decisions

@BrennerMichael

Слайд 81





Other people’s content
Your helpful posts
Promotional
Best Practices: Overall
Establish a unique voice and

stick with it

Be transparent and authentic

Give due credit to authors and sources

Play to the strengths of each platform: post the content that makes the most sense



Maintain a consistent cadence

Respond to fans (and haters) in a timely manner

Truly know your audience

Have variety of content: original, licensed, UGC (see below)



@BrennerMichael

Слайд 82Tactics for distribution
Ad networks (example: Google AdWords)
Organic Social (example: LinkedIn)
Paid Social

(example: LinkedIn Sponsored Update)
Native advertising (example: Sharethrough)
SEO
Lead nurturing (both paid & earned) (example: newsletter)


@BrennerMichael

Слайд 83Tactics for distribution
Ad networks (example: Google AdWords)
Organic Social (example: LinkedIn)
Paid Social

(example: LinkedIn Sponsored Update)
Native advertising (example: Sharethrough)
SEO
Lead nurturing (both paid & earned) (example: newsletter)


@BrennerMichael

Слайд 85Benefits of email newsletter distribution
Keep your audience engaged
Free distribution channel
Provides

instantaneous trackable results
Nurture and convert leads

45%

of NewsCred’s traffic came from email

@BrennerMichael

Слайд 86
Digestible content: Top 2 posts are infographics.
The BuzzFeed effect: 4

of top 10 articles had headlines with words like: "top," "best," "most.”
Know your audience: 35% of top 20 articles have the mention of "content marketing" or "content marketers.”
Stats matter: 70% of top 10 articles have numbers in the headline.
Stay familiar: 25% of top 20 articles have a brand name mentioned in the headline - Ello, Vice, BuzzFeed, Nike, and Red Bull.

Newsletters are Vital for Identifying Trends and Takeaways

@BrennerMichael

Слайд 87Steps to creating an email marketing plan
Who will manage?
What content will

you include?

Determine sending frequency and goals

Make a schedule

@BrennerMichael

Слайд 88Creating a Social Media Content Plan

Слайд 89Just because you can publish to every social channel, doesn’t mean

you should.


Find out which channels are most important for your audience and focus on 2 – 3 to start.

@BrennerMichael

Слайд 90Where is your target buyer?

*Buffer, Pew research 2013
Cheat Sheet:
@BrennerMichael

Слайд 91Pros and Cons

@BrennerMichael

Слайд 92Best practices across social channels

Слайд 93The positive feedback loop of social:

Build an audience, share great content,

engage on each platform.

Слайд 94Tag brands/people where appropriate

Good social media etiquette

Great way to show influencers

some love

Can be a great way to get more followers

@BrennerMichael

Слайд 95Know the art of the hashtag
@BrennerMichael

Слайд 96What Is the ideal cadence for each channel?
@BrennerMichael

Слайд 97Overwhelmed by that last slide?

Don’t be afraid to post the same

piece of content multiple times.
Use the headline once
Use a quote from the article once (or many different quotes different times!)
Grab a stat from the article and share that

Pre-schedule tweets… but have an action plan in place for real-time.

Evergreen content is your friend!

Ask your writer/team to come up with multiple tweets per each article

@BrennerMichael

Слайд 98Paid Distribution

Слайд 99@BrennerMichael

Слайд 100
Twitter: promoted tweets, lead generation cards, web cards, etc.

Facebook: boosted posts,

ad sets

LinkedIn: sponsored updates, ad campaigns

Unsure about what platform and what ad to use?

A/B test until you get it right - companies who test are 75% more likely to show ROI for content marketing than those who fail to test their strategies.


Paid Social

Слайд 101Help new audiences discover your content with Outbrain or Taboola
“Recommended For

You!”

Get in front of audiences who are

Already reading content

about your topic on other sites

but who you aren’t already reaching.

Best choice for budget distribution

@BrennerMichael

Слайд 102Measurement

Слайд 103Three key metrics to measure for Brand Awareness
Website Traffic
Visits
Time Spent on

Site
Pages consumed per visit

Social Engagement
Followers
Shares
Reach

Content Consumption
Subscriptions
Content Downloads



@BrennerMichael

Слайд 104Define Key Measures and Targets
@BrennerMichael

Слайд 105Organic and Social Traffic: The Health Of Your Program
@BrennerMichael

Слайд 106@BrennerMichael

Слайд 107What to track and when
Track top content / shares / topics

on related sites monthly

Top 50 Influencers
10 Blog Sites
Terms You Need To Know
10 Predictions For…
What Is [Keyword]?
Infographics
SlideShares
Videos

@BrennerMichael

Слайд 108Social KPI Overview: Audience size + Engagement

@BrennerMichael

Слайд 109In Conclusion…

Слайд 110
Key factors to content marketing success:

Documented content strategy and mission statement
Have

someone accountable for content
Consistently publish quality content
Map content to consumer journey
Balance Paid, Owned, and Earned Media
Focus on Content Subscribers
Track Content Marketing ROI

@BrennerMichael

Слайд 111Hope you’re excited to create
amazing content!

Слайд 112Thank you!

@BrennerMichael

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