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How To Build Your Content Marketing Strategy Slides: slideshare.net/michaelbrenner

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Michael Brenner Head of Strategy NewsCred @BrennerMichael How To Build Your Content Marketing Strategy Slides: slideshare.net/michaelbrenner


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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 Companies doing it right @BrennerMichael


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Just 3 Things . . . The world has changed. Most content stinks. @BrennerMichael Attract people through stories they love.


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Content marketing trends @BrennerMichael


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@BrennerMichael


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9 #ThinkContent @BrennerMichael


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


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@BrennerMichael


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We tune out the noise. @BrennerMichael


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WHAT IS GOING ON? @BrennerMichael


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“ We need to stop interrupting what people are interested in and give people what they are interested in. ” @BrennerMichael


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The Promise of Content Marketing: To earn your audience . . . . . . versus buying it! @BrennerMichael


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@BrennerMichael


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Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “ @BrennerMichael


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Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael


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23 @BrennerMichael


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


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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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Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing What Brands Wants To Talk About What Customers Actually Want Charity @BrennerMichael


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@BrennerMichael


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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


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Give Yourself a Grade . . Overall: D @BrennerMichael


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Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael


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SAP Case Study @BrennerMichael


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How Many People Are Searching For Us vs. Asking Early-Stage Questions @BrennerMichael


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Were Any of These “Early-stage” Prospects Finding Us? @BrennerMichael


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Why Weren’t They Finding Us? @BrennerMichael


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Business Innovation (launched March 27, 2012) A “Content Hub” to attract engaged visitors instead of buying them To help businesses leaders grow through technology and innovation. To reach and convert leads we would have never seen! http://blogs.sap.com/innovation


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Organic and Social: Up and to the Right @BrennerMichael


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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


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Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI


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Content Marketing Mission Statement AmEx Open Forum Mission: “Help Small Businesses Do More Business.” Outcome: The largest source of inbound leads. @BrennerMichael


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What Is Your Content Marketing Mission Statement? Become a (premier?) destination for [target audience] interested in [topics] to help them [customer value]. @BrennerMichael


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Steps To Crafting a Content Strategy @BrennerMichael


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Show me the money! @BrennerMichael


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3 Components of Content Marketing ROI @BrennerMichael Content Marketing Hubs are a digital asset (with an LTV and ROI)


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60-70% of Marketing Content Goes Completely Unused. *Sirius Decisions @BrennerMichael


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@BrennerMichael


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Behind every piece of bad content is an executive who asked for it. @BrennerMichael TWEET THIS!


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


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Building the Content Marketing Business Case


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Building The Business Case 1. Reach early stage buyers Fair “Share of Conversation” % Unbranded Search traffic on your website Banner effectiveness at driving brand visits Cost of advertising / search landing pages with low organic and social traffic Cost of organic and social website traffic vs. paid 2. Engage new buyers with your brand Time spent, Bounce rate on content vs. advertising landing pages Cost / Repeat visits, Time engaged with your brand Subscribers, value per subscriber 3. Conversions you would have never reached Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale Content % source of leads ROI vs. Avg. Marketing ROI @BrennerMichael


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Destination and Branding 1. On Domain vs. Off? 2. Heavily Branded vs. Lightly Branded? @BrennerMichael


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@BrennerMichael


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Define Key Measures and Targets Download this template now! @BrennerMichael


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Casper’s Van Winkles Effortlessly combines national housing news with articles on inspirational interior design, celebrity homes and company updates. Up to 6 new posts per day Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+


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Casper’s Van Winkles @BrennerMichael


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Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael


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What Are We Going to Write About? @BrennerMichael


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Reach, Engage and Convert the Right People. Early-stage Searches What? And Why? Middle-stage How? Brand Searches Who? How Much? Search / Social Volume What is Content Marketing? Why is it important? (10-3000 X) How Do I Create Great Content (2-10 X) Who’s the best Content Marketing Platform? @BrennerMichael


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Publishers Publish Everyday on Each Topic Traffic AND Conversion goes up with volume Diminishing return? (see below) A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day


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@BrennerMichael


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@BrennerMichael


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@BrennerMichael


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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 Research Keywords, Then Filter By Personas @BrennerMichael


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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. 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. @BrennerMichael


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Content Mix (Monthly Average) Custom Content 20% User / Employee 50% Licensed Content 30% @BrennerMichael


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Atomize Your Best Content @BrennerMichael


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Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey @BrennerMichael


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@BrennerMichael


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BufferApp Blog Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention. @BrennerMichael


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CapGemini Content-Loop.com Licensed content on Linked Sponsored updates Drives to branded Content Loop Offers to deeper content Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI


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Maersk Amazing photos that appeal to their audience Thousands of likes per post Massive Brand Engagement, Loyalty @BrennerMichael


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@BrennerMichael GE: Science Vines Focused on Brand Mission: Delivering Innovation to the world


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Wistia Videos Engaging How To Videos Strong Call To Action Content = New Subscribers @BrennerMichael


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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


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Steps To Crafting a Content Strategy @BrennerMichael


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@BrennerMichael 3 Tips For Content That Converts: Less promotion. Answer your customer questions. Focus on subscriptions and CTA.


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Your audience wants stories. Created just for them. Will you give it to them? Michael.Brenner@NewsCred.com @BrennerMichael Slideshare.net/michaelbrenner


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