A detailed presentation of the processes and tools required to excel at content marketing.

1. The Content Marketing
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2. Content marketing is a marketing technique of 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.
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3. The bottom-line goal
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4. Courtesy of Scribe’s The Business Case for Agile Content Marketing
Evolution of online marketing
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5. The Strategy
Branded
editorial
content
Editorial
endorsements
Money page
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6. 21st century job titles
* First Responder
* Director of Audience
* Channel Master
* Return on Objective Chief (ROO)
Chief Listening OfficerChief Content Officer
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7. This is a huge amount of
work...
Is it worth it?
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8. 0
ROI
PPC
(manipulative)
SEO
CM
The long game
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9. Rent vs. own your audience
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10. Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses
Content Marketing
Tipping Points
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11. 400-1000
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12. 9-15
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13. 50-100
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14. 500-1000
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15. 200-500
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16. This takes time
... but results last
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17. Plan
Produce
PublishPromote
Prove
An agile process
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18. [Plan]
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19. Search visibility
Google Webmaster Tools
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20. Keyword analysis
Google Keyword Tool & Google Trends
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21. Drilling deeper
Google Trends
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22. Ubersuggest
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23. Topsy social search
What’s being shared
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24. ... and by whom?
Topsy social search
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25. Daily mentions onTwitter
Topsy Analytics
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26. Web mentions
SEOmoz Fresh Web Explorer
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27. Build customer persona grid
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28. [Produce]
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29. Think like a publisher
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30. Content checklist
• Who are we writing for (customer persona)?
• Does it provide a resource, evoke emotion or entertain?
• What keyword(s) are we targeting?
• What conversion page are we linking to?
• Does it have a great image?
• Is it original, or improve existing content on this subject?
• Is it shareable?
• Is it timely?
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31. Define a workflow
Topic &
title
Research Draft
EditingOptimizationPublish
Wordpress
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32. Asana
Manage the workflow
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33. Schedule content
Google Calendar
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34. Repurposing content
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35. [Promote]
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36. Need to have
Nice to have
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37. Core activities
Converse
@
RT
#
DM
ShareFollow
Grow
audience
Gain
influence
Build
relationships
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38. Followerwonk
Find & follow influencers
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39. Owned vs. curated content
Hand-picked content --
shared with editorial flare --
naturally attracts quality
followers/fans.
Done consistently, it will
position your brand as
the resource in your niche.
Feedly
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40. Use a dashboard &
schedule posts
Hootsuite
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41. [Prove]
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42. KPI reporting
Stage KPIs
Reach
Social audience growth
Search impressions
--
Engagement
Clicks on shared content
Pageviews on content
Social shares on content
Earned links to content
Organic search visits
Social media referral visits
--
Conversion Conversions by channel
Return on Investment (ROI)
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43. Track shares & links
Ahrefs
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44. Organic search traffic
Google Analytics
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45. Social referral traffic
(total contribution)
Google Analytics
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46. Defining ROI
Monthly revenue increase
Lifetime value (LTV)
creation
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47. Measuring LTV using
cohort analysis
Microsoft Excel
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48. Cohorts profitability
over time
Microsoft Excel
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49. “You’re not an artist, Peggy.
You solve problems.
Leave some tools in your toolbox.”
- Don Draper, Mad Men
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50. Twitter: @parischildress
LinkedIn: bg.linkedin.com/in/parischildress/
Skype: pchil9
Email: paris@hop-online.com
Thanks for making it this far
Ques%ons?
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