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A 10-Step Blueprint to
Content Marketing Success
© 2014 NewsCred / NewsCred.com / (212) 989-4100 / sales@newscred.com
© 2014 NewsCred 1
2. A 10 Step Blueprint to Content Marketing Success
© 2014 NewsCred 2
3. A 10 Step Blueprint to Content Marketing Success
Table of Contents
01
Introduction
02
The Blueprint
03
Idea Generation
04
Sourcing Talent and Content
05
Workflow Management
06
Impact Analysis
07
Conclusion and About
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4. A 10 Step Blueprint to Content Marketing Success 01 Introduction
Introduction
The Content Marketing Institute recently surveyed B2B marketers and learned that:
93% of marketers use content marketing.
Brands were 36% more confident about the ROI of content marketing last year than
they were in the year before.
58% of content marketers plan to increase their budgets to create more content over
the next year.
73% of marketers were producing more content at the end of 2013 than they were
the year prior.
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5. The Trust Transaction 01 Introduction
The secret to content
marketing is no secret:
it’s storytelling.
You know great content when you see it.
How do you create a brand newsroom within
your company? This blueprint will breakdown the
tactics you need to create content at scale.
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6. A 10 Step Blueprint to Content Marketing Success 02 The Blueprint
The Blueprint
Idea Generation
What types of content should my company create?
Sourcing Talent and Content
How do I find writers and manage content creation?
Workflow Management
How do I keep everything organized?
Impact Analysis
How do I measure successes and identify areas for improvement?
w
re
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7. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation
Idea Generation
Find questions that your brand is excited to answer.
• Find out what questions your customers and potential
customers are asking about your industry or product.
How can you find ways to answer those questions
creatively while improving your audience’s overall
experience? How can you be a resource to them?
• Talk to your sales team – learn what’s most inspiring
(and confusing) to your customers and prospects.
• Reach out to your business partners, consultants, and
experts – your marketing team’s eyes and ears – to
figure out how your brand can add value.
“ The value of content
marketing boils
down to one concept
– reciprocal altruism.
When brands give
something away for
free, they get much
more in return.
” Scott Roen
Vice President of Digital Marketing at American Express OPEN
© 2014 NewsCred 7
8. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation
Figure out what’s missing – what pressing
questions are going unanswered? These
gaps will become your content pillars.
• Look at search trends to understand what your
customers are looking for and then use programs like
Google Keywords to meet them in the search process.
You can also run customer development interviews
to figure out what audiences want to learn. What
questions do they have and how can you answer them
best?
• What can you learn from influencers on your social
channels? What topics and questions are they
constantly revisiting? Once you’ve exhausted these
research channels, choose three to five major issues
in your industry and build your content around those
pillars.
• Create content – blog posts, infographics, or
whitepapers – that speak to these tangible, specific
needs directly.
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9. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation
Analyze your conversion funnel. Figure out where each of
your topics and content types fit.
• Harness early-funnel opportunities to build awareness
and engagement among new audiences who may not
have heard about your brand before.
• Focus on mid-to-late funnel opportunites to drive leads
and sales with higher quality, more in-depth content.
• Rely on content creation to re-engage past customers
and encourage repeat business.
“ Success in content
marketing relies on
velocity, quality, and
volume.
” Rishi Dave
CMO at Dun & Bradstreet
© 2014 NewsCred 9
10. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation
Create an influencer strategy.
• Find existing discussion leaders in your
industry. Interview them or invite them to
write on behalf of your brand.
• Read what your customers are reading.
Learn what they care about and who they trust.
“ Content isn’t king.
It’s the kingdom.
” Lee Oden
CEO at TopRank
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11. 04 Sourcing T A 10 Step Blueprint to Content Marketing Success alent and Content
Sourcing Talent and Content
Build your freelance network.
• Even though the content creator or freelancer is a ‘service
provider,’ your brand needs to make a great impression by
offering the right incentives – competitive pay and steady,
ongoing work.
• Share your editorial vision, brand strategy, and goals.
• The longer you work together, the more efficient you will
become. Empower your content creators to learn about
– and care about – your brand. Give lots of credit so that
freelancers are recognized for their work, with a byline
where relevant. Many content creators are looking for
more than money in their career paths. You can also work
with companies like NewsCred to find highly qualified
writers with built-in networks that overlap with your
audience.
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12. 04 Sourcing T A 10 Step Blueprint to Content Marketing Success alent and Content
12
Keep your content network growing.
Practice the rule of thirds: One part owned, original
content, one part curated licensed content, and one
part thought leadership or user generated content.
• Presenting a mix of content and content sources gives
your readers greater variety.
• Licensing content from the world’s top media brands
can help quickly scale your content strategy and also
share content that you don’t have the bandwith to
cover.
• Influencer, UGC, or “earned content” boosts credibility
to your audience and offers the perspective of a
consumer or outside thought leader.
© 2014 NewsCred
13. A 10 Step Blueprint to Content Marketing Success 05 Workflow Management
Workflow Management
Don’t let logistics bog you down –
use technology to create a productive, fun workflow.
• Think beyond spreadsheets. Reimagine your content
marketing workflow.
• Focus on what you “need” rather than what’s “out
there.” NewsCred’s software workflows seamlessly
manage content for midsize businesses and
multinational corporations.
• Talk to consultants, business partners, and fellow
content marketers to survey the entire market – cast
your net wide to find the tools that are right for you.
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14. A 10 Step Blueprint to Content Marketing Success 05 Workflow Management
Create an editorial calendar to manage assignments,
project due dates, and publishing schedules.
• Ask your entire team for input, but designate one
person as the ‘owner’ of the editorial calendar.
• Think of your editorial calendar as a ‘workflow hub’ to
make sure that everyone on your team is synced up on
content, events, PR, and more.
• Be open to criticism and feedback. Iterate. Look for
solutions to help your content team scale.
“ What would your marketing look
like if your customers signed your
paycheck?
” Ann Handley
Chief Content Officer at MarketingProfs
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15. A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis
Impact Analysis
Success in content marketing doesn’t happen overnight.
You need to test, measure, and build upon your strategy.
FOCUS ON THE FOLLOWING QUESTIONS
How effective is your content in connecting audiences with your brand?
• Measure social shares and referral traffic — who is sharing
How effective is your content in driving interest and engagement?
• Measure traffic, time on site, and pages per visit.
Is your content inspiring prospects to do business with you?
• Measure lead generation, quality of leads, and entrance and touch points.
How effective is your content strategy?
• Measure all these stats against your ROI.
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16. A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis
Think like a journalist and a statistician.
Learn who’s consuming your content, why they’re interested,
and what next steps they’re taking with your brand.
• Look for trends – over time, within, and between content categories.
• Track results systematically so that you can quickly identify successes and
areas for improvement. Test, measure, scale, repeat.
• Choose the right metrics to make sure that you are capturing all stages of
the conversion funnel – website visitors, social media shares, newsletter
sign-ups, offer downloads, and sales.
“ Empathy is not what you do, but
what you do for your customers.
” Ann Handley
Chief Content Officer at MarketingProfs
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17. A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis
Iterate, scale, and repeat.
• Figure out where you’re successful
– amplify those efforts.
• Figure out where you haven’t met your goals
– don’t be afraid to switch gears.
• Continuously invest in your team’s learning
– focus on building a scalable, high-impact
content program that audiences love.
“ As marketers, we
should be changing the
mantra from always
be closing to always be
helping.
” Jonathan Lister
VP North America Sales at LinkedIn
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18. A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About
Conclusion
Your brand has the potential to be a newsroom –
a robust editorial operation and revenue source.
Three core ingredients will make your brand shine:
people, technology, and left-meets-right brain creativity.
Ready to turn your blueprint into the real deal? Get in touch
with NewsCred today to learn more about how we can
help you build your content marketing empire with licensed
content, original content, strategy planning, and content
management software.
NewsCred.com
(212) 989-4100
sales@newscred.com
© 2014 NewsCred 18
19. A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About
About NewsCred
NewsCred is the leading content
marketing platform. Pairing cutting-edge
software with world-class
content, NewsCred transforms brands
into storytellers.
NewsCred’s Content Marketing
Cloud© provides the easiest
end-to-end solution for content
planning, creation, publishing, and
analytics. In one place, brands gain
unprecedented access to the world’s
largest content marketplace, including
licensed content from over 5,000
publishers and original content from
NewsCred’s award-winning journalist
network.
Through NewsCred, global brands
like Pepsi, P&G, Dell, General Electric,
and AIG have seen explosive growth
in social sharing, engagement, and
lead generation.
Founded in 2008 by Shafqat
Islam, Iraj Islam, and Asif Rahman,
NewsCred has offices in New York,
London, and Dhaka and is backed
by FirstMark Capital, Mayfield Fund,
IA Ventures, Greycroft Partners, and
others.
Learn more at newscred.com and
follow us on Twitter @newscred.
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20. A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About
© 2014 NewsCred / NewsCred.com / (212) 989-4100 / sales@newscred.com
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