Content marketing company that helps brands develop and execute their strategies online
We were founded in 2008 and currently have about 200 employees across the US, London and Dhaka
Ant that can be your brand
Core components the way we need to think. We need to think different.
We’ve all asked the question, why content marketing?
To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
Ant that can be your brand
The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey.
Awareness, we’re wanting to learn, get our questions answered and read thought leadership.
Consideration, we want more types of content.
By Preference, there’s less thought leadership and learning, and more about what makes your brand different.
As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity.
So the way we balance is make your customers the hero of the story.
Take your brand out. How do you do that? You solve their problems at every stage of the journey.
As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity.
So the way we balance is make your customers the hero of the story.
Take your brand out. How do you do that? You solve their problems at every stage of the journey.
The formal definition of content marketing.
NOT advertising or PR – important
About helping your customers answer those questions in the journey they’re taking
Owned media – its specifically content that lives on a brand owned media.
Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
No matter where you are in your content marketing strategy, NewsCred's Strategy Services team can help ensure you're successful.
Not only do we provide 24/7 global product support, but we also offer daily editorial curation and can help set your long-term strategy with customized consultations, workshops and brainstorms.
94% of all the content we were creating was for late and middle stages. Most of the content we made was promotional…why we were better.
However, more people are in the early stage, so we were completely upside down.
Is it an on brand or off-brand strategy? Depends on your brand and goals.
Timeline – totally unbranded. Off-branded domain. Branding that’s almost invisible.
Monster – you can see its completely in line with their corporate website. Logo, typography, similar structure.
Pepsi pulse – completely reinvented their website. Seeking to be a destination about anything about pop culture.
OPEN Forum
First Round Capital – The Review
Makeup.com / L’Oreal
Small Biz Ahead – The Hartford
Capgemini – Content Loop
Four Seasons Magazine
These are not all necessarily people, but instead responsibilities. One of my first hires was a curator. Someone who finds and repurposes the best content from around the web. Look at what your audience is interested in.
SEO on the other hand, understand what kind of content you need to create.
A lot of people jump to topics. Google trends, competitors, online properties serving needs. Thinking about topics and architecture is an important step.
Brainstorm
Key words appropriate
Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy.
Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence.
Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO.
Social content allows you to always stay topical and publish content that is buzzworthy and trending. Co-created content.
We call this combination The Rule Of Thirds – a starting point. AS you’re publishgin you can optimize.. Diversifying your content strategy allows you to scale in a way
Research was backing up what I witnessed first hand.
Consumers were learning to turn out the noise of conventional advertising. They preferred to speak with brands through content.
Other marketers were seeing this shift too.
Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
Research was backing up what I witnessed first hand.
Consumers were learning to turn out the noise of conventional advertising. They preferred to speak with brands through content.
Other marketers were seeing this shift too.
4-1-1 Rule: 4 of your content (original, licensed, UGC, whitepaper/guide, etc.), 1 influencer post, 1 publisher post
Follow and mention influencers, publishers as often as possible
Make sure your social accounts demonstrate interaction. You want to interact with who you’re trying to reach. How many of your own posts you’re going to share? Or sharing other people’s content and influencers.
For example, LinkedIn is used primarily for business networking, job searches and highly-focused B2B advertising. Facebook and Instagram are more personal and consumer focused. And Twitter is an interesting hybrid with active usage by everyone from teenagers to famous athletes and actors to professionals, and companies using it to reach both consumers and businesses.
For example, LinkedIn is used primarily for business networking, job searches and highly-focused B2B advertising. Facebook and Instagram are more personal and consumer focused. And Twitter is an interesting hybrid with active usage by everyone from teenagers to famous athletes and actors to professionals, and companies using it to reach both consumers and businesses.
How do we know what’s working? By constantly examining and measuring our content:
This is what we learned ( and here are the takeaways):
MARCUS WILL SET UP HOW WE BUILT OUR DATABASE OF CONTENT KNOWLEDGE/AMBER WILL EXPLAIN HOW WE TURNED THOSE TAKEWAYS INTO STRATEGY KNOWLEDGE.
Make a plan, but that doesn't mean your work is done. Start with your customer pain points, then build your editorial calendar off of these needs. Your content strategy should be constantly evolving.
Got a great piece of content? Update it and do it again! Chances are your audience will still love it - if not more.
10 Reasons You Should Use Numbers In Your Headlines could have been the title of this slide.
Familiarize yourself with analytics and what benchmarks are important, and track constantly! If something isn't growing fast enough you can act in real time to tweak your strategy.
Keep at it: maintain a consistent cadence. Content marketing is an “all-in game.”
Define your audience
If you already have subscribers on your list, their signup method can be used to help identify them. For example, if they subscribed during the checkout process through your online store, they're customers. A collection of subscribers that found you through your website or at a public event (like fairs, trade shows, etc.), would be classified as more of a general audience.
If you don't have subscribers yet, think about who is your target audience. How will you find these people, and what do you envision they'll want to read in your emails?
Determine your content
Think about why this audience signed up for your emails in the first place, then focus on delivering that to them. It can be helpful to outline general content types that you might include in each email campaign. Later, as you're putting together your newsletter, you can refer to this outline to make sure you're staying on track. For instance, The Atlanta Rollergirls keep a content list:
Upcoming events
Recaps/photos from past events
Popular posts on Facebook, Twitter, blog
News coverage
Determine sending frequency and goals
Not all sending frequencies are created equal. Decide what works best for you and your subscribers. Remember to look ahead and plan accordingly for hoildays or special events.
From there, decide what you’d like to get out of your email marketing. Are you looking to direct readers to your website? Help promote sales? Increase traffic at events?
Make a schedule
Your email marketing schedule will depend on your industry, type of content, sending frequency, and so on. With that in mind, here is an example of how you might plan out your campaigns:
Day 1: Jot down content topics, art ideas, and other basics for your upcoming newsletter.
Day 2: Write out what you'd like to say about each topic, pull photos or art into a folder.
Day 3: Log in to MailChimp and create your campaign. Proofread for errors and grammar. Send a few test campaigns to make sure everything is just right.
Day 4: Send your campaign
There are dominant channels for every industry and type of product or service. What you need to know is which channels are dominant for your market and focus your organization’s time and money on winning against the competition in those targeted channels.
In social media, it’s about quality, not just quantity. Doing two or three channels really well with consistent, highly engaging content that is reaching and interacting with your target audience is what will lead to conversion and customers.
For example, LinkedIn is used primarily for business networking, job searches and highly-focused B2B advertising. Facebook and Instagram are more personal and consumer focused. And Twitter is an interesting hybrid with active usage by everyone from teenagers to famous athletes and actors to professionals, and companies using it to reach both consumers and businesses.
I.e. Do I have a lot of video content? Do I have a lot of visual content?
Facebook – almost everyone there, but lots of competition.
Twitter – yes if interested in a younger, tech-savvy crowd. Also need to be able to keep up (highest cadence here)
There are dominant channels for every industry and type of product or service. What you need to know is which channels are dominant for your market and focus your organization’s time and money on winning against the competition in those targeted channels.
In social media, it’s about quality, not just quantity. Doing two or three channels really well with consistent, highly engaging content that is reaching and interacting with your target audience is what will lead to conversion and customers.
Different for each channel
Let your goals dictate the decisions you make in regard to social media content
Different for each channel
Let your goals dictate the decisions you make in regard to social media content
1 hashtag is fine. 10 hashtags are not.
Good way to join a conversation that MAKES SENSE
Different for each channel
Let your goals dictate the decisions you make in regard to social media content
Different for each channel
Let your goals dictate the decisions you make in regard to social media content
Thousands of carrier pigeons flying over the Olympic stadium in Helsinki. They were released during the opening ceremony to convey the news of the Games to other countries. (1952)
Thousands of carrier pigeons flying over the Olympic stadium in Helsinki. They were released during the opening ceremony to convey the news of the Games to other countries. (1952)
Tracking over the course of a year.
Are we gaining traffic from organic and social. Up and to the right.
Screenshot, go through on your own
![Content Marketing Mission Statement
Become a destination for [target audience]
interested in [topics]. To help them
[custo...](https://image.slidesharecdn.com/halfdaystrategysessionleadcon-150824125443-lva1-app6892/85/content-marketing-strategy-workshop-24-320.jpg?cb=1440512284)
![What Is Your Content Marketing Mission Statement?
Become a (premier?) destination
for [target audience]
interested in [top...](https://image.slidesharecdn.com/halfdaystrategysessionleadcon-150824125443-lva1-app6892/85/content-marketing-strategy-workshop-25-320.jpg?cb=1440512284)
![Secondary Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Main Early What is [your solution]...](https://image.slidesharecdn.com/halfdaystrategysessionleadcon-150824125443-lva1-app6892/85/content-marketing-strategy-workshop-57-320.jpg?cb=1440512284)
