– Head of Strategy
@BrennerMichael
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How to Plan and Build a Successful Content Marketing Strategy презентация
Содержание
- 1. How to Plan and Build a Successful Content Marketing Strategy
- 2. Agenda The key factors for content marketing
- 3. Content Marketing Success Building a Successful Content
- 4. There’s been a fundamental shift in
- 5. “ Marketing used to
- 7. I have no patience for useless things.
- 8. “ The buyer journey
- 9. Awareness Consideration Preference
- 10. “Content marketing is the marketing and
- 11. Behind every tweet, share, and purchase is a person, like you and me. #thinkcontent
- 12. Put Your Customers’ Needs First. Make them
- 13. “ We need to stop
- 14. Unique Point of View Trap Too
- 15. Six key factors to content marketing success:
- 16. Content Marketing Success Building a Successful Content
- 17. Delivering content your audience wants Managing
- 18. Why is it important to have a documented content strategy?
- 19. 3 Steps to Building a Content Strategy
- 20. Content Marketing Roadmap Budget Destination Frequency
- 21. Content marketing mission statement Become a destination
- 22. Commit To Measuring Your Results Awareness /
- 23. Define Content Marketing Roles and Functions Content
- 24. Please?!
- 25. Define The Business Case, Workflows, Gain
- 26. Consider Your Destination and Branding #thinkcontent
- 27. Content Marketing Success Building a Successful Content
- 28. Conduct A Content Audit A Content Audit
- 29. Look at Content by Buyer Stage 66%
- 30. Where in the journey do we want
- 31. Defining Topics What are we going
- 32. Content across the buyer journey NewsCred’s
- 33. Show me the money!
- 34. Licensed Content Custom Content Social Content Utilize
- 36. Distributing your content “Even great
- 37. Maximizing the Reach of Your Content We
- 38. Distribution Recommendations Make sure your social
- 39. Blog Benchmarks Uniques Per Month 346,400 Time
- 40. Define Key Measures and Targets #thinkcontent Download this template now!
- 41. Organic and Social: Up and To The Right #thinkcontent
- 42. Content Marketing Success Building a Successful Content
- 43. No matter where you are in your
- 44. We’re helping some of the world’s largest brands with their strategy: #thinkcontent
- 45. Ways to work with our Strategy Team
- 46. Sample content strategy exercises we’ll help you with #thinkcontent
- 48. Xyz Early Xyz Late Xyz Xyz
- 50. How To Implement A Successful Content Marketing
- 52. michael.brenner@newscred.com sales@newscred.com #thinkcontent | @newscred Questions?
- 53. michael.brenner@newscred.com sales@newscred.com #thinkcontent | @newscred Thank you!
Agenda The key factors for content marketing success The core components of a content marketing strategy How to utilize content across the buyer journey How to work with
Слайд 1
How to Plan and Build a Successful Content Marketing Strategy
#thinkcontent
Michael Brenner
NewsCred
Слайд 2Agenda
The key factors for content marketing success
The core components of a
content marketing strategy
How to utilize content across the buyer journey
How to work with NewsCred to document your strategy and achieve success
How to utilize content across the buyer journey
How to work with NewsCred to document your strategy and achieve success
Liven this up? Color?
#thinkcontent
Слайд 3Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content
Across
the Buyer Journey
the Buyer Journey
Слайд 4
There’s been a fundamental
shift in the way we create,
consume, and share
content.
Every single day…
4.75 billion
piece of content are shared
1.8 billion
photos are uploaded and shared
500 million
tweets are posted
700 million
snapchats are sent
#thinkcontent
Слайд 5
“
Marketing used to be about making a myth and telling it.
Now it’s about telling a truth and sharing it.
- MARC MATHIEU -
Unilever
”
#thinkcontent
Слайд 8
“
The buyer journey is nothing more than a series of questions
that must be answered.
- IDC -
”
#thinkcontent
Слайд 9Awareness
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
Слайд 10
“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 Customer, Not brand-focused
Seeks to answer customer questions across the buyer journey
Owned media
-Content Marketing Institute
Not Advertising or PR
It is Customer, Not brand-focused
Seeks to answer customer questions across the buyer journey
Owned media
Content Marketing Defined
#thinkcontent
Слайд 12Put Your Customers’ Needs First.
Make them the hero.
Our Natural Instinct
Content
Marketing
Brand
Purpose
What
Customers
Want
Charity
#thinkcontent
Слайд 13
“
We need to stop interrupting what
people are interested in and be
what people are interested in.
- CRAIG DAVIS -
”
#thinkcontent
Слайд 14
Unique Point of View Trap
Too easy to become consumed with your
story, not your customers.
#thinkcontent
Слайд 15Six key factors to content marketing success:
Document content strategy
Have someone in
charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
#thinkcontent
Слайд 16Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content
Across
the Buyer Journey
the Buyer Journey
Слайд 17Delivering content your audience wants
Managing content as an asset (with an
ROI)
Thinking and acting like a publisher
Thinking and acting like a publisher
What is a Content Strategy?
#thinkcontent
Слайд 193 Steps to Building a Content Strategy
1
Why?
What’s the Business Case?
3
What?
Show
results tied to your business objectives.
2
How?
Team, actions, and budgets needed.
#thinkcontent
Слайд 20
Content Marketing Roadmap
Budget
Destination
Frequency
Amplification / Optimization
Collaboration (Who does what)
Discovery
Destination
Team
Topic Models
Customer
Journey
KPIs /
Reporting
Optimization
Business Case
Current
State
Budget
Budget
Branding/Design
Platform
Firm Integration
Who does what?
Agency
NewsCred
Distribution
Structure
Topics
Types
Content by Stage
Conversions
Subscriptions
Define report
Who / when?
Content
Platform
Distribution
#thinkcontent
Слайд 21Content 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.
#thinkcontent
Слайд 22Commit To Measuring Your Results
Awareness / Reputation:
Classic Brand / PR
objectives. SOV, SOC, and press mentions. With Whom? On What Topic? Measured by?
Reach:
Who is the target Audience? What are their online interests? How can we measure?
Engagement:
Drive deeper relationship with the brand. Measured by time spent, bounce rate, social shares
Convert:
Subscribers, Leads, Sales
Reach:
Who is the target Audience? What are their online interests? How can we measure?
Engagement:
Drive deeper relationship with the brand. Measured by time spent, bounce rate, social shares
Convert:
Subscribers, Leads, Sales
#thinkcontent
Слайд 23Define 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.
#thinkcontent
Слайд 25
Define The Business Case, Workflows,
Gain Organizational Buy-in
Make sure all stakeholders understand
your mission statement and business goals
Determine who needs to sign off on content
Set approval processes for publishing and sharing content in order to cut down on
back-and-forth
Leverage technology to automate that entire process is a great way to get ahead
Determine who needs to sign off on content
Set approval processes for publishing and sharing content in order to cut down on
back-and-forth
Leverage technology to automate that entire process is a great way to get ahead
Слайд 27Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content
Across
the Buyer Journey
the Buyer Journey
Слайд 28Conduct A Content Audit
A Content Audit will help you:
Give you a
true sense of scale
Identify gaps
Seize opportunities for content repurposing
Determine performance issues
Evaluate content quality
Improve your information architecture
Identify gaps
Seize opportunities for content repurposing
Determine performance issues
Evaluate content quality
Improve your information architecture
Download this template now!
Слайд 29Look at Content by Buyer Stage
66%
28%
Early-Stage Content
Late-Stage Content
Middle-Stage Content
6%
#thinkcontent
Слайд 30Where in the journey do we want to connect?
Online Influences
Discover
Consider
Decide
Reviews
Comments
Blogs
Forums
Why buy?
Educate
Search
Why
buy now?
What
When
Who
What
When
Who
Why buy from you?
Trust
Capability
Capacity
#thinkcontent
Слайд 31Defining Topics
What are we going to talk about?
[Sample at left –
SAP “The Customer Edge” blog keyword analysis]
access adaptive analytics basement bench best binds brand brandlove buyers canada center chief contact
content contextual customer david december digital don’t earlier edge email engage engagement examples experience extreme fanbase ferragamo free global good grows highlights holiday kind luxury marketing media meerman mensch news officer premium process product providing resolutions roots roundup sales scott sell service shark showstopping social story strategy survival tank technology their thinking timely weekly whole your
#thinkcontent
Слайд 32
Content across the buyer journey
NewsCred’s best practices for utilizing content across
buyer journey
Top of the Funnel
Quality, licensed content around broader, shareable topics that drives visibility
and engagement
Middle of the Funnel
A combination of licensed and custom content that’s not only useful and timely, but also hits on niche topics specific to your offering and solutions. Potentially gated.
Bottom of the Funnel
Custom content promoting your products and services: case studies, product offers, customized demos, etc.
Customer Stage
Consistent cadence of TOFU/MOFU content as well as personalized recommendations, service options, case studies, etc.
Awareness
Retain
Evaluation
Purchase
#thinkcontent
Слайд 34Licensed 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.
Social Content
Leverage snackable content through UGC that engages your target audience.
Licensed Content
Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
#thinkcontent
Слайд 36
Distributing your content
“Even great content needs a push!”
Average Hollywood movie splits
40-50%
production with 50-60% distribution
production with 50-60% distribution
#thinkcontent
Слайд 37Maximizing the Reach of Your Content
We believe in a “converged media”
approach utilizing paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content.
Paid Social Influencer/
movable media
Leverage your owned
content and channels
Maximize organic buzz,
social engagement,
and PR
Organic Traffic & SEO
Quickly grow your
audience & jumpstart engagement
Converged
Native Ads (Nativo)
Paid Content Distribution (Outbrain, Sharethrough)
Earned
Paid
Owned
#thinkcontent
Слайд 38
Distribution Recommendations
Make sure your social accounts demonstrate interaction
4-1-1 Rule: 4 of
your posts, 1 influencer post, 1 publisher post
Follow and mention influencers, publishers in each topic
Help your authors build social presence
Test paid distribution with LinkedIn and Outbrain
Measure engaged visitors from paid vs. organic visitors
Based on time on site or pages per visit
Follow and mention influencers, publishers in each topic
Help your authors build social presence
Test paid distribution with LinkedIn and Outbrain
Measure engaged visitors from paid vs. organic visitors
Based on time on site or pages per visit
Client
Influencer
Publisher
#thinkcontent
Слайд 39Blog Benchmarks
Uniques Per
Month
346,400
Time Spent
On Site
46 Seconds
Pages Per Visit
1.3 Average
Bounce Rate
85%
#thinkcontent
Слайд 42Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content
Across
the Buyer Journey
the Buyer Journey
Слайд 43No matter where you are in your journey,
NewsCred can help.
Our team
of strategists can help you:
Document your content strategy
Build Business case / Define ROI
Content Audits
Buyer journeys
Content Mix
Build / Source Content Team
Distribution strategy
Provide metrics and ROI guidance
Document your content strategy
Build Business case / Define ROI
Content Audits
Buyer journeys
Content Mix
Build / Source Content Team
Distribution strategy
Provide metrics and ROI guidance
#thinkcontent
Слайд 45Ways to work with our Strategy Team
Ongoing Strategy Engagements
One-Day Strategy Workshop
Multiple
Strategy Sessions
Strategy Health check
Custom engagements
Strategy Health check
Custom engagements
#thinkcontent
Слайд 48
Xyz
Early
Xyz
Late
Xyz
Xyz
Persona
Questions/Concerns
Xyz
Middle
Xyz
Xyz
Keywords
Xyz
Early
Xyz
Late
Xyz
Xyz
Persona
Questions/Concerns
Xyz
Middle
Xyz
Xyz
Keywords
Stage
Stage
#thinkcontent
Слайд 50How To Implement A Successful
Content Marketing Strategy
Key Takeaways:
Commit to publishing
content that your customers actually want
Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use.
Start publishing content
Distribute the winners
Measure what works
Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use.
Start publishing content
Distribute the winners
Measure what works
#thinkcontent
Слайд 52michael.brenner@newscred.com
sales@newscred.com
#thinkcontent | @newscred
Questions?
Learn more about our strategy services:
http://newscred.com/learn-professional-services
Enter our
raffle for a free
Content Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle
Content Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle
Слайд 53michael.brenner@newscred.com
sales@newscred.com
#thinkcontent | @newscred
Thank you!
Learn more about our strategy services:
http://newscred.com/learn-professional-services
Enter
our raffle for a free
Content Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle
Content Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle
