My presentation from SMX Sydney 2014 where I outline my content marketing framework to help businesses deliver content marketing that makes a difference.

1. 1
A PRACTICAL CONTENT
MARKETING FRAMEWORK
Edmund Pelgen | @edmundpelgen | edmund@onlinekickstart.com

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EDMUND PELGEN
ACCOUNTANT
SALES GUY
OLD SCHOOL RETAILER
MANUFACTURER
HEAD OF SEO AND CONTENT
!
DIGITAL MARKETING CONSULTANT
ONLINEKICKSTART.COM

3. 3
WHY YOU
SHOULD CARE
ABOUT THIS
PRESENTATION

4. 4
WHAT I’M GOING
TO TALK ABOUT

5. 5
WHY YOU NEED
A CONTENT
MARKETING
FRAMEWORK
#1

6. 6
PRESENT A
CONTENT
MARKETING
FRAMEWORK
#2

7. 7
MY THOUGHTS
ON
USING THE
FRAMEWORK
#3

8. 8
WHY THE
SUDDEN
INTEREST IN
CONTENT
MARKETING?
CONTENT
MARKETING IS
SO HOT
RIGHT NOW!

9. 9
CONTENT MARKETING
IS THE NEW
LINK BUILDING

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“Content Marketing is the
process of creating and
distributing valuable &
compelling content to attract,
acquire and engage a target
audience - with the objective of
driving profitable customer
action.”
NO MENTION OF LINKS IN THE
FORMAL DEFINITION

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50 Experts list Benefits of CM
http://nectafy.com/59-benefits-of-content-marketing/ - with “Content Marketing” excluded

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CONTENT MARKETING
IS MORE THAN JUST A
LINK BUILDING
STRATEGY

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IF WE CAN’T EXPLAIN THE
WHAT, WHY AND HOW
OF CONTENT MARKETING..
WHAT CONTENT DO I PRODUCE? .
WHY SHOULD I PRODUCE IT? .
HOW WILL THAT HELP ME ACHIEVE
MY GOALS?

14. 14
WE DO OUR
CLIENTS A
DISSERVICE

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#1 WHY YOU
NEED A
CONTENT
MARKETING
FRAMEWORK

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“frameworks allow you
to teach people how to
think, rather than giving
them a fish.” Avinash Kaushik
http://www.kaushik.net/

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A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT
APPROACH
#1

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A FRAMEWORK HELPS
YOU EXPLAIN
WHY
THAT APPROACH
#2

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A FRAMEWORK HELPS
YOU WORK OUT
HOW
TO IMPLEMENT
!
#3

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A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT
SUCCESS METRICS
!
#4

21. 21
A FRAMEWORK HELPS
YOU SELL
CONTENT MARKETING
TO CUSTOMERS & WITHIN
YOUR COMPANY
#5

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A FRAMEWORK HELPS
YOU MANAGE
EXPECTATIONS
!
#6

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A FRAMEWORK HELPS
YOU ACTUALLY
!
!
#7
GET RESULTS
DELIVER VALUE
MAKE A DIFFERENCE

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#2 THE CONTENT
MARKETING
FRAMEWORK

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I USE THIS
FRAMEWORK
EVERY TIME
I TALK
CONTENT

26. DON’T SELL
WHAT THEY
DON’T
NEED 26
NOPE
NOT WHAT I
WAS AFTER

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DON’T GET HUNG UP
ON SEMANTICS
CONTENT
MARKETING
INBOUND
MARKETING
LINK
BUILDING
BRANDED
CONTENT
IT ALL DOES THE
SAME JOB

28. THREE CONTENT TYPES
28
BUSINESS
GOALS
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
EACH HAS A DIFFERENT GOAL

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CONTENT THAT IS CREATED
PRIMARILY TO GET LINKS
LINK ATTRACTION CONTENT

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CHARACTERISTICS
LINK ATTRACTION CONTENT
• IS PROVEN TO GET LINKS - “FAIL PROOF
CONTENT” @POINTBLANKSEO
• HAS INATE “CITABILITY”
• TYPICALLY EVERGREEN @JASONACIDRE
• BEST TYPES HAVE AN EASILY IDENTIFIABLE
OUTREACH LIST
• LINKS ARE ACQUIRED VIA TARGETED OUTREACH
• GREAT PLACE TO START FOR BUDGET
CONSCIOUS

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• QUALITY LINKS ACQUIRED
• RANKINGS
• ORGANIC TRAFFIC
• DOMAIN AUTHORITY
• SALES FROM ORGANIC SEARCH
HOW DO YOU MEASURE
PERFORMANCE?
LINK ATTRACTION CONTENT

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EXAMPLES
LINK ATTRACTION CONTENT

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EXAMPLES
LINK ATTRACTION CONTENT

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EXAMPLES
LINK ATTRACTION CONTENT

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WHO DOES THIS WELL?
LINK ATTRACTION CONTENT

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YOU NEED TO:
!
ANALYSE WHAT ALREADY GETS LINKS
BUILD BIGGER AND BETTER
IDENTIFY OUTREACH TARGETS
PROMOTE LIKE CRAZY
LINKS WILL COME…
IF YOU BUILD IT

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HELPS CONVINCE
PROSPECTS
THAT YOU ARE THE ONE
THEY SHOULD BE DOING
BUSINESS WITH
CONVERSION CONTENT

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CONVERSION CONTENT
SHOWS YOU
UNDERSTAND
THEIR PAIN
OUCHY!

39. 39
CONVERSION CONTENT
SHOWS YOU HAVE
SOLVED THEIR
PROBLEM BEFORE
MY SECOND
CAST..SIGH!

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CONVERSION CONTENT
ALLOWS YOU TO DEMONSTRATE
YOUR SOLUTION IS
BETTER THAN THE
ALTERNATIVE
IT’S
BETTER
THAN A
STICK

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ANSWERS THE HARD QUESTIONS
CONVERSION CONTENT

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CONVERSION CONTENT
• VIEWS
• DOWNLOADS
• SIGNUPS
• TRIALS
• INQUIRIES
PERFORMANCE METRICS
• DEMOS
• CONSULTATIONS
• QUOTES
• COUPONS
• VIDEOS WATCHED

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CONVERSION CONTENT
• BLOG POSTS ON
PRICE, COST,
PROBLEMS
• CASE STUDIES
• EBOOKS
• TIP SHEETS
!
EXAMPLES?
• CHECKLISTS
• WEBINARS
• FAQ’S
• LIVE DEMOS
• PRODUCT
WEBINAR

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WHO DOES THIS WELL?
CONVERSION CONTENT

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HELPS BUILD A COMMUNITY
OF PEOPLE WHO KNOW,
LIKE AND TRUST YOU..SO
YOU HAVE MORE INFLUENCE
WITH THAT COMMUNITY
TRUST & INFLUENCE
CONTENT

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“TRUST - IS
THE FIRM
BELIEF IN
THE
RELIABILITY,
TRUTH OR
ABILITY OF
SOMEONE”
TRUST ME!
I GOT THIS

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I GOT YOU LAST
TIME. I’LL GET
YOU AGAINGIVE FREELY
BE TRANSPARENT
TELL THE TRUTH
KEEP YOUR WORD
HOW DO YOU BUILD TRUST?

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“INFLUENCE
- IS THE
ABILITY TO
AFFECT
IDEAS AND
ACTIONS”
THESE ARE
TOTALLY NOT
THE DROIDS!

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RECIPROCITY
COMMITMENT &
CONSISTENCY
SOCIAL PROOF
LIKING
AUTHORITY
SCARCITY
CIALDINI'S SIX PRINCIPLES
OF INFLUENCE

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http://www.slideshare.net/randfish/why-content-marketing-fails

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YOU GET
PRESS MENTIONS
AUTHORITY
BRAND VISIBILITY
SOCIAL VISIBILITY
NOTORIETY
LINKS

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BUT IMPACT IS HARDER
TO MEASURE
BLOG OUTPUT
AUDIENCE GROWTH
SOCIAL AUDIENCE
REACH
RETWEETS & RE
SHARES
ADD YOUR OWN…

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SET AND
MANAGEEXPECTATIONS

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WHO DOES THIS WELL?
TRUST & INFLUENCE
CONTENT

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#3 SOME
THOUGHTS
WHEN USING
THE
FRAMEWORK

56. HERE IS THE FRAMEWORK
56
BUSINESS
GOALS
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
AGAIN - USE IT..

57. USE IT TO TALK ABOUT..
57
BUDGET
RESOURCES
PERFORMANCE
BUSINESS GOALS
TIMEFRAMES

58. EDUCATE CLIENTS ABOUT
INVESTMENT & TIME TO IMPACT
58
LOW
SHORT
INVESTMENTIN$,TIME
TIME FRAME LONG
HIGH
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
NEEDS MORE
MANAGEMENT
BUY IN AND
PARTICIPATION

59. GET EASY WINS ON THE
BOARD
59
1 2 3 4 5
#1 LINK ATTRACTION
CONTENT
INCREASED
RANKINGS,
TRAFFIC, SALES
#2 CONVERSION
CONTENT
#3 TRUST &
INFLUENCE CONTENT
INCREASED LEADS,
INQUIRIES &
CONVERSIONS
INCREASED PRESS,
SHARES, LINKS,
INDUSTRY AUTHORITY,
BRAND VISIBILITY

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EDMUND PELGEN
@EDMUNDPELGEN
EDMUND@ONLINEKICKSTART.COM
!
!

61. INVESTMENT & IMPACT
61
LOW
SHORT
INVESTMENTIN$,TIME
TIME FRAME LONG
HIGH
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
NEEDS MORE
MANAGEMENT
BUY IN AND
PARTICIPATION

62. INVESTMENT & IMPACT
62
LOW
SHORT
INVESTMENTIN$,TIME
TIME FRAME LONG
HIGH
LINK
ATTRACTION
CONTENT
CONVERSION
CONTENT
TRUST & INFLUENCE
CONTENT
NEEDS MORE
MANAGEMENT
BUY IN AND
PARTICIPATION