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How to Plan and Build a Successful Content Marketing Strategy

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How to Plan and Build a Successful Content Marketing Strategy #thinkcontent Michael Brenner NewsCred – Head of Strategy @BrennerMichael


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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 NewsCred to document your strategy and achieve success Liven this up? Color? #thinkcontent


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Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey


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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


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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


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7 I have no patience for useless things.


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8 “ The buyer journey is nothing more than a series of questions that must be answered. - IDC - ” #thinkcontent


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Awareness 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


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“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 Defined #thinkcontent


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Behind every tweet, share, and purchase is a person, like you and me. #thinkcontent


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Put Your Customers’ Needs First. Make them the hero. Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity #thinkcontent


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“ We need to stop interrupting what people are interested in and be what people are interested in. - Craig Davis - ” #thinkcontent


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Unique Point of View Trap Too easy to become consumed with your story, not your customers. #thinkcontent


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Six 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 #thinkcontent


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Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey


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Delivering content your audience wants Managing content as an asset (with an ROI) Thinking and acting like a publisher What is a Content Strategy? #thinkcontent


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Why is it important to have a documented content strategy?


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3 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


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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 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


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Content 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. #thinkcontent


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Commit 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 #thinkcontent


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Define 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


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Please?!


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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


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Consider Your Destination and Branding #thinkcontent


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Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey


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Conduct 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 Download this template now!


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Look at Content by Buyer Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6% #thinkcontent


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Where 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 Why buy from you? Trust Capability Capacity #thinkcontent


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Defining 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


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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


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Show me the money!


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Licensed 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


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36 Distributing your content “Even great content needs a push!” Average Hollywood movie splits 40-50% production with 50-60% distribution #thinkcontent


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Maximizing 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


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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 Client Influencer Publisher #thinkcontent


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Blog Benchmarks Uniques Per Month 346,400 Time Spent On Site 46 Seconds Pages Per Visit 1.3 Average Bounce Rate 85% #thinkcontent


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Define Key Measures and Targets #thinkcontent Download this template now!


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Organic and Social: Up and To The Right #thinkcontent


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Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey


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No 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 #thinkcontent


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We’re helping some of the world’s largest brands with their strategy: #thinkcontent


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Ways to work with our Strategy Team Ongoing Strategy Engagements One-Day Strategy Workshop Multiple Strategy Sessions Strategy Health check Custom engagements #thinkcontent


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Sample content strategy exercises we’ll help you with #thinkcontent


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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


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How 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 #thinkcontent


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michael.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


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michael.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


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