Developing a content marketing strategy
- Understanding target audience to build social personas
- Build an editorial content calendar
- Leverage brand ambassadors for content curation
- Establish a baseline set of metrics
2. Understand target audience and
adapt social media persona’s
Build a content calendar
Leverage brand ambassadors
Establish baseline metrics
3. What is Content Marketing?
A way 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.
-Content Marketing Institute
[Video on history of content marketing] : http://www.junta42.com/resources/what-is-content-
marketing.aspx
4. What is Content Marketing?
SOURCE: http://www.theconversationprism.com/media/images/socialcompass-poster-lg.jpg
5. Building a Content Marketing Strategy
Impact on Customer Lifecycle
Understand impact of content marketing across
customer lifecycle
Awareness
Engagement & Consideration
Conversion
Brand loyalty
Image source: http://www.soundbite.com/solutions/lifecycle-solutions/proactive-marketing/loyalty
6. Building a Content Marketing Strategy
Goals & Objectives
Identify the ideal state
Business outcomes
Organizational impact
User evidence
Business Business
KPIs
Objectives Goals
7. Building a Content Marketing Strategy
Target Audience
Identify types of content to be shared
Identify target audience per content type &
content platform
Different target audiences may emerge
Align target audience with different buying stages
and buying cycles
Develop social profiles
Maintain brand consistency
across media & platforms
8. Building a Content Marketing Strategy
Social Profiles
1. Define social persona for content type and
platform
2. Create different segments
3. What are their biggest challenges
4. Name it to claim it!
9.
10. Building a Content Marketing Strategy
Content Framework
Define the Value Proposition
Pillars of Content
Content types
Frequency
Medium
Source
Success metrics
11. Building a Content Marketing Strategy
Pillars of Content (SAMPLE)
Pillar 1 Pillar 2 Pillar 3 Pillar 4
Category Trending Topics Programs/Product Events Special
[Frequency] [45%] s/Services [20%] Promotions
[15%] [20%]
-Description Timely, relevant, Information as it Photos and Contests, discounts,
-Examples relatable topics that relates to existing & information about referral promotions,
-Content types transcend to social new upcoming events etc.
persona programs/products -Trade shows
-Holiday -Research relating -Webinars
-In the News to new product -Meet & Greet
-Testimonials launch
-Key Milestones -Calls to Action
-Targeted -Thought leadership
Campaigns around targeted
-Quotes programs
Source - Content -Product Manager Events Marketing Marketing
Coordinator -Due 5 days prior to -Due 15 days prior
-Due 5 days prior to new product launch to event
post
--Brand
ambassadors
Location Blog Blog Blog Blog
Facebook Website Website Website
Pinterest Facebook Facebook Facebook
Twitter Plancast Twitter
12. Building a Content Marketing Strategy
Leveraging Brand Ambassadors
NEEDS CONTENT
13. Building a Content Marketing Strategy
Content Editorial Calendar
Source: Content Marketing Institute | Michele Linn
http://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-
calendar
14. Building a Content Marketing Strategy
Leveraging Brand Ambassadors
Identify brand ambassadors
What are they talking about?
Where are they talking?
Ask for testimonials
Follow/Mention them on Twitter, Linkedin
Feature them in newsletters
Invite to events
Ask!
16. Building a Content Marketing Strategy
Measurement Tools
SOCIAL FACEBOOK TWITTER BLOG WEBSITE
MEDIA
OVERALL
•Argyle Social •FB Insights •Twitter •Wordpress •Omniture
•Sprinklr •Edge Rank Counter •CMS •Google
•Awareness •Checker •Retweet.co.u •Google Analytics
•JitterJam k
•Wildfire
•Social •Tweetdeck •RSS
Mention •Hootsuite •Commenting
•Klout
•hubspot
Marketing
Grader
17. Building a Content Marketing Strategy
KPIs per Channel
Social Networks
DIRECT: Fans, Followers, Shares, Reach, Interactions, Affinity
INDIRECT: Website views, Brand engagement, Time on Page, Change
over Time
Online Communities
DIRECT: Active Users, Engagement, # of Communities
INDIRECT: Traffic, Conversion rate, Time on Page, Change over Time
Blog
DIRECT: Comments, Followers, Email/RSS Subscribers, Views
INDIRECT: Website traffic, Brand Sentiment, Change over Time
18. Building a Content Marketing Strategy
Looking Beyond the Numbers
Value
Is community made up of target audience?
Engagement
How are conversations being shared?
Is the community converting to leads, referrals?
How active is the community?
Brand Reach
Are communities growing efficiently (cost)
How is social media driving brand reach
19. Tips for Success
Make Content…
Easy to find
Easy to read
Easy to understand
Action-oriented
Viral
TIP: Keep an inventory of content created,
used, to be used!
20. Tips for Success
Leverage internal allies
Establish cross functional teams; SMEs
Hold routine meetings with content stakeholders
Repurpose content
Establish external relationships
Educate! Demonstrate value of content
Set priorities; start small
Get awesome at back bends!
Get chatty
After today, you will have a better understanding of how to: Understand target audience & adapt social media persona’sLearn how to build a successful content calendar (pillars of content)Leverage brand ambassadors as content curatorsEstablish a set of baseline metrics
In short, content marketing is Communicating with customers & prospects without selling non-interuption marketing (Different from traditional PUSH marketing)- Delivering information that educates the buyer/consumer- If businesses deliver consistent, ongoing valuable information, consumers/prospects ultimately reward company with business & loyalty- it’s a scalable business model that can be applied to small and large firms alikePlaces where Content marketing is happeningBlogsSocial media sitesSocial behavior sites (you tube, four square, get glue, pinterest)WebsitesWhite papersContent Marketing is:Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining.Marketing-backed. The content has underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish.Behavior-driven. Seeks out to maintain or alter the recipient’s behavior.Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated.Targeted toward a specific audience. If you can’t name the audience, it’s not content marketing.VIDEO: http://www.junta42.com/resources/what-is-content-marketing.aspx
Social CompassBlue – Emotions/SentimentPink – channelsGreen - PlatformYellow - PlayersSocial marketing compass points a brand in a physical & experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online. http://www.theconversationprism.com/media/images/socialcompass-poster-lg.jpg
Define objectives and goals What is the ideal state after successfully implementing a content amrketing strategy? What are the business outcomes you can expect from a content marketing strategy Greater brand visibility Ideation What is the organizational impact of a content marketing strategy These are the “sales and marketing” impacts Increased revenue Increased customer loyalty Increased referrals Shorter conversion periods Entire organization has a complete view of customer and related customer needs What is the user evidence that a content marketing strategy has been successful? “I recommend you” “I tell my friends about you” “you don’t make me work to get info” “You may the process to buy very easy” “You have the best customer service”
Define objectives and goals What is the ideal state after successfully implementing a content marketing strategy? What are the business outcomes you can expect from a content marketing strategy Greater brand visibility Ideation What is the organizational impact of a content marketing strategy These are the “sales and marketing” impacts Increased revenue Increased customer loyalty Increased referrals Shorter conversion periods Entire organization has a complete view of customer and related customer needs What is the user evidence that a content marketing strategy has been successful? “I recommend you” “I tell my friends about you” “you don’t make me work to get info” “You may the process to buy very easy” “You have the best customer service”Use that to build the business objectives, goals, and KPIs
Define the social personaDemographic & Psychographic infoWhy I am interacting with the brand Personality & character traitsAbout me (interests, career, skills, favorite things)Life & Career goalsCreate examples of things persona would sayAsk yourself, “Is this something [persona] would say or respond to?”Size of companySize of departmentTitleJob dutiesmain decision maker?Geographic areaIncome level2: Build out the separate segments based on similar traits (You’ll probably end up with multipleperonas”3: What are they thinking? Why did they really buy product/service? What is the one thing they want to hear when choosing a solution? What pressures do they face in their job? What challenges do they face at work?4: Name it to claim it! Give them an image &a name Create their stories.
Value Proposition- I am a fan of [brand] because they always provide me with relevant information and recognizes the challenges that I have in my career. They genuinely listen to my feedback, resolve issues in a timely fashion, etc. I feel confident in sharing [brand’s] content with friends and that it is accurate, professional, and timelyPillars of ContentContent types white paper, blog, photos, videos, status updates, link bait, etc.Frequency Medium where will content be postedSource team responsible for creating contentSuccess metrics
http://www.theconversationprism.com/About the Conversation PrismBrian Solis & Jess3The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network. V 3.0introduces new groups and networks and also removes those networks no longer in play. Use the Conversation Prism to see what you're missing!
Post DateAuthorTitle, keywords, categories, tagsCall to actionIdentify targeted buying stageDistribution network (where is it being posted)
Value Proposition- I am a fan of [brand] because they always provide me with relevant information and recognizes the challenges that I have in my career. They genuinely listen to my feedback, resolve issues in a timely fashion, etc. I feel confident in sharing [brand’s] content with friends and that it is accurate, professional, and timely
Value Proposition- I am a fan of [brand] because they always provide me with relevant information and recognizes the challenges that I have in my career. They genuinely listen to my feedback, resolve issues in a timely fashion, etc. I feel confident in sharing [brand’s] content with friends and that it is accurate, professional, and timely
Key Questions to AskAs it relates to content marketing efforts – key questions to ask when evaluating metricsTies back to business objectives
Make content easy to findMake content easy to read (chunking, bullets, Understandable – average reading level Actions – make it easy to interact and respond w/ content, share, take action, forms, pollsViral / Sharability