Strategy, NewsCred
@BrennerMichael
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Content Marketing Strategy Workshop August 24, 2015 // New York City презентация
Содержание
- 1. Content Marketing Strategy Workshop August 24, 2015 // New York City
- 2. Goals for Strategy Workshop Understand what an
- 3. Content Marketing Strategy @BrennerMichael
- 4. Just 3 Things . . . The
- 5. Content today must compete with pictures of babies and kittens. @BrennerMichael
- 6. @BrennerMichael
- 7. Content marketing trends
- 12. @BrennerMichael
- 13. “ We need to stop
- 14. @BrennerMichael
- 15. We tune out the noise. @BrennerMichael
- 16. @BrennerMichael
- 17. “ The buyer journey
- 18. Awareness Consideration Preference
- 19. @BrennerMichael
- 20. Ann Handley: “Take your brand out of
- 21. Content Marketing Your Brand Purpose What Customers
- 22. “Content marketing is the marketing and
- 23. The Promise of Content Marketing:
- 25. Key factors to content marketing success:
- 26. Now: Give yourself a grade . . Overall: ? @BrennerMichael
- 27. Why is it important to have a documented content strategy?
- 28. Content Marketing Mission Statement Become a destination
- 29. What Is Your Content Marketing Mission Statement?
- 30. Steps to crafting a content strategy @BrennerMichael
- 31. Building the content marketing business case @BrennerMichael
- 32. 60-70% of marketing content goes completely unused. *Sirius Decisions @BrennerMichael
- 33. @BrennerMichael
- 34. Behind every piece of bad
- 35. Conduct A Content Audit Content Type Audience / Target Buyer Stage Primary Destination Performance @BrennerMichael
- 36. Look at Content by Buyer Stage 66%
- 37. Your Business Goals Select one or more
- 38. Joe Pulizzi: “Don’t build your house
- 39. Consider Your Destination and Branding @BrennerMichael
- 40. Design Structure Categories across the top show
- 41. Categories across the top show visitor what space you are in
- 42. Images are authentic and create context for the content
- 43. Author bylines show authenticity and the dates show frequency
- 44. Share buttons encourage social sharing
- 45. Recommended or Most Popular @BrennerMichael
- 46. Heavy call-to-action + subscription
- 47. Define Content Marketing Roles and Functions Content
- 48. April 27, 2015 Editorial Strategy
- 49. Thinking and acting like a publisher
- 50. What Are We Going to Write About? @BrennerMichael
- 51. @BrennerMichael
- 52. @BrennerMichael
- 53. The Biggest Mistake Brands Make With Content
- 54. Thinking and acting like a publisher
- 55. How do you give a pile
- 56. Reach, Engage and Convert the Right
- 57. @BrennerMichael
- 58. @BrennerMichael
- 59. @BrennerMichael
- 60. @BrennerMichael
- 61. Secondary Early Xyz Late Xyz Xyz Persona
- 62. Licensed Content Custom Content Social Content Utilize
- 63. Content Mix (Monthly Average) Custom Content 20%
- 64. How To Rank For SEO? The 3 Vs (Content Mix) @BrennerMichael
- 65. Imagery matters 60,000 X the brain processes
- 66. Case Study: Bloomberg uses stunning imagery to bring “dry” topics to life
- 67. ‘Big Data’ @BrennerMichael
- 68. ‘Technology’ @BrennerMichael
- 69. ‘Intraday Settlement Compresses Trading Cycle’ @BrennerMichael
- 71. ‘Transform Data Into A Strategic Access’ @BrennerMichael
- 72. ‘Intraday Settlement Compresses Trading Cycle’
- 73. The Impact Of Volume On Reach and
- 75. Blog Post Brainstorm
- 76. Content Amplification and Distribution
- 77. The Converged Media approach Best Practices
- 78. Maximizing the Reach of Your Content A
- 79. Social networks dominate content discovery
- 80. Social media can have a real impact
- 81. Other
- 82. Tactics for distribution Ad networks (example: Google
- 83. Tactics for distribution Ad networks (example: Google
- 84. Email
- 85. Benefits of email newsletter distribution Keep your
- 86. Digestible content: Top 2 posts are
- 87. Steps to creating an email marketing plan
- 88. Creating a Social Media Content Plan
- 89. Just because you can publish to every
- 90. Where is your target buyer? *Buffer, Pew research 2013 Cheat Sheet: @BrennerMichael
- 91. Pros and Cons @BrennerMichael
- 92. Best practices across social channels
- 93. The positive feedback loop of social:
- 94. Tag brands/people where appropriate Good social
- 95. Know the art of the hashtag @BrennerMichael
- 96. What Is the ideal cadence for each channel? @BrennerMichael
- 97. Overwhelmed by that last slide? Don’t
- 98. Paid Distribution
- 99. @BrennerMichael
- 100. Twitter: promoted tweets, lead generation cards,
- 101. Help new audiences discover your content with
- 102. Measurement
- 103. Three key metrics to measure for Brand
- 104. Define Key Measures and Targets @BrennerMichael
- 105. Organic and Social Traffic: The Health Of Your Program @BrennerMichael
- 106. @BrennerMichael
- 107. What to track and when Track top
- 108. Social KPI Overview: Audience size + Engagement @BrennerMichael
- 109. In Conclusion…
- 110. Key factors to content marketing success:
- 111. Hope you’re excited to create amazing content!
- 112. Thank you! @BrennerMichael
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 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
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 4Just 3 Things . . .
The world has changed.
Most content
stinks.
Attract people through stories they love.
@BrennerMichael
Слайд 13
“
We need to stop interrupting what
people are interested in, and
start
delivering what people are interested in.
”
@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 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 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
Consistently publish quality content
Map content to consumer journey
Paid Distribution
Focus on Content Subscribers
Track Content Marketing ROI
@BrennerMichael
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.
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].
interested in [topics]
to help them [customer value].
@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
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 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
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 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 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
The importance of imagery
The impact of volume on reach and conversion
What we’ll cover in this section:
@BrennerMichael
Слайд 53The Biggest Mistake Brands Make With Content Marketing Is Making The
Content All About Them
Think and Act like a Publisher!
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
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
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 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 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.
94% more total views on content featuring compelling images than content without images.
@BrennerMichael
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
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 77
The Converged Media approach
Best Practices for Distribution:
Email
Social Media (Facebook, Twitter, Pinterest,
Instagram)
Paid
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 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
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
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)
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)
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
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.
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 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.
Find out which channels are most important for your audience and focus on 2 – 3 to start.
@BrennerMichael
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
Can be a great way to get more followers
@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
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 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.
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.
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 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
Pages consumed per visit
Social Engagement
Followers
Shares
Reach
Content Consumption
Subscriptions
Content Downloads
@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 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
Consistently publish quality content
Map content to consumer journey
Balance Paid, Owned, and Earned Media
Focus on Content Subscribers
Track Content Marketing ROI
@BrennerMichael
