Messaging design for content marketing chapman univ
•Download as PPTX, PDF•
1 like•880 views
This presentation was given to a Messaging Design II class at Chapman University in Orange, CA in 2014. It discusses how to structure messaging for content marketing and website development to reach your segmented audiences.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Messaging design for content marketing chapman univ
Similar to Messaging design for content marketing chapman univ (20)
More from Chris Marocchi
More from Chris Marocchi (8)
Recently uploaded
Recently uploaded (20)
Messaging design for content marketing chapman univ
- 1. Move Over Miley, and Let’s Cut Through the Clutter: Digital Messaging & Content Marketing That Matters
- 2. Key Takeaways The 5 Levels of Content Hierarchy Defining Relevant Content Measuring Success Examples of Websites with Differing Business Models
- 3. Chris Marocchi Background President Klear Strat, LLC and Co-Founder of Creative Evolution Started as an unpaid intern at DDB Needham in NYC Last corporate job was VP of Product Management for The UPS Store
- 4. The 4 Words of Opportunity “We Need a Website” Why in the world do you want a website??? There are roughly 200 million active websites in existence on the world wide web today. How on earth are you going to be found? How can you compete with the likes of Google, Amazon and Alibaba? This is your ticket to educate your client about the digital world!
- 5. The Dilemma Many companies suffer from a messaging dilemma. Website - Business Goal – X Desired Message – X Intended Result – X Audience Analysis – X Competitive Analysis – X Analysis of Mediums – X Where do we start??
- 6. The Content Marketing Hierarchy
- 7. The Foundation – SEO A strong website SEO foundation will accelerate your efforts in searches by ensuring your web presence has a strong infrastructure, can be indexed and is identifiable.
- 8. Keyword & Competitive Research • At the core of every organic search strategy are keywords. Coincidentally, at the core of Google’s organic search algorithm is relevance for keywords.
- 9. Optimized Content Marketing • Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information".
- 10. Publish, Socialize & Share Now that you have effective, optimized content that your prospects want, you need to tell them about it.
- 11. Measurement & Improvement In order to improve a content marketing campaign for further execution, not only must you master the previous tiers, but you must measure, benchmark, tweak and repeat. Measure the success of your content marketing campaign using the following metrics: • Impressions • Clickthroughs • Conversions • Social shares • Backlinks • Keyword Rank
- 12. Tools
- 13. Optimizr Tool
- 14. 3 Keys for Relevance Marketing Author and Blogger Ann Handley provides 3 keys for content relevance: 1. Put the “Why” before the “What” 2. Build Your Audience 3. Create Content That’s Worth Sharing (What will they thank you for?)
- 15. What Experts Are Saying “Marketers need a thoughtful, planned approach to content, built on telling stories that resonate with consumer needs and attitudes, but yet remain true to the brand’s message.” – Mercedes Cardona, CMO Writer covering 2014 Content Marketing Summit “A lot of people think they’re putting out stories, but it’s really a lot of junky content,” said Dustee Jenkins, VP of public relations and social media at Target. “We have to tell really great, layered narratives.” - 2014 Content Marketing Summit
- 16. What Do You Know That Answers Customers’ Qs If you're wondering how to make your products seem more exciting online, you're asking the wrong question. “You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: How can we help?” --Jay Baer, Youtility
- 17. Case Study: Luxury Branding
- 18. Case Study: High Rank eCommerce
- 19. Case Study: Lead Generating
- 20. Review • We’ve covered: – The 5 levels of content hierarchy – Defining Relevant Content – Tools for measuring success – Case studies of website examples
- 21. Questions? Let’s stay connected! Chris Marocchi www.linkedin.com/in/chrismarocchi/ chris@klearstrat.com @klearstrat
Editor's Notes
- The key takeaways when considering digital messaging include the following:
- The messaging/engagement dilemma starts with branding and continues through content marketing deficiencies: Business Goal Unique selling proposition Metrics Audience segmentation Compelling content Platform analysis and tools to measure campaign performance
- Your website is the center or hub of all of your marketing communications. We’ll want to start there and discuss how we strategically will move outward into other areas of content marketing.
- Setting up a sitemap, title and header tags, 301 redirects, etc. Use the keyword phrases you want to be found for prominently in title tags, heading tags and body content. Configuration and cross referencing of a blog presence and social accounts Implementation of social sharing icons on the main web and blog sites. Backlinking from respected industry and local directories.
- Your organic search optimization efforts should be focused on continually understanding the keyword phrases that drive targeted traffic and conversions. To get started, determine a shortlist of (three to five) unbranded keyword phrases your prospects are actually searching for to find the products and services you are selling. Choosing the right keywords and match types is vitally important in AdWords - go too broad and you’ll squander budget on irrelevant traffic, go too narrow and you won’t see any volume. Research Keywords Think like a customer when you create your initial list. Select more general or specific keywords depending on your goal. Use the Keyword Tool to find and select new keywords. Use the search terms report to further improve your keyword list.
- Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by promoting the content through your organization’s social networks. Vocus – Alone, “unoptimized content” – while it might be good - does not get found. Social is how people hear about you, Search is how they find you, Content is how they qualify you. Lee Odden “Optimize” – “The primary value provided by search engines is to connect people with answers, and that fact shouldn’t be lost in the sea of tactics, tricks and pontification that goes on in the digital marketing world.”
- Here’s where to publish your content: Corporate website and blog site If a blog post, then to industry specific blog sites that your prospects will visit If a press release, then through a newswire such as PRWeb or Marketwire Social channels including: LinkedIn, Twitter, Google+, YouTube, Facebook (with Twitter the content should be tweeted multiple times over a specified period of time) Subscribers and client base via email marketing
- Google AdWords – Use the Keyword Tool to help select the right set of keywords for your campaign using keyword match, anticipated CTR, and budget Google Analytics – to measure website traffic, organic keyword phrases, and conversions Hubspot – for social media sharing and marketing automation, lead management Hootsuite for social media sharing only Yoast – for optimizing key word usage with website content
- This email literally came to me yesterday from Optimizr. It provides an optimization report on my website, including Alt Attributes for images, CSS and Javascript files, an empty meta description, etc.
- I’d suggest also asking, “How can we add value and be visual at the same time?’
- A few examples demonstrating different strategic approaches. Luxury branding is strong with imagery, simple messaging, and a powerful differentiating statement. Aspirational language and visuals. Building the brand is key!
- Easy to search. Easy to shop. Easy to gain access to product information. Promotional. The key is getting people to the shopping cart.
- This type of website is not pretty – in fact, its owner specializes in creating ugly websites. The site isn’t that ugly; it’s effective in generating leads. It’s all about eye flow – getting the user from point A to point B – and convert. The key is getting people to fill out a form.
- Foundation of SEO; Keyword and competitive research; Optimized content; Socialize, Measure & Improve Case studies: Luxury branding, High traffic eCommerce, Lead Generating