Content marketing is the only effective way to reach, engage, and convert new customers to your business. But what if you don't have any budget to get it done? In this presentation at MarketingProfs B2B Forum, I provided 17 tips for content marketing on any size budget.
11. “The buyer journey is nothing more than a
series of questions that must be answered.
”
12. Thinking Like A Teacher
Acting Like A Publisher
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy
13. Content Marketing Maturity Curve
Publish content
to primary
channel
Distribute
content to
earned media
Distribute
content to paid
media
Measure ROI of
content
marketing
Optimize
subscribers, ROI
Map content to
buyer journey
“The Buyer Journey is nothing more
than a series of questions that
must be answered.”
~ IDC
14. Key Factors To Content Marketing Success:
1. Documented content marketing strategy
2. Someone accountable for content
3. Content mapped to the buyer journey
4. Consistently publish quality content
5.Integrated Paid, Owned, and Earned Media
6. Focus on Content Subscribers
7. Tracking Content Marketing ROI
15. Give Yourself a Grade . .
Best Practice R Y G
Documented content marketing strategy?
Someone accountable for content
Content hub maps to the buyer journey
Publishing quality, volume and variety
Social activation of content
Paid distribution
Focus on Content Subscriptions
Measurement template / ROI defined
Overall:
D
19. Key Factors To Content Marketing Success:
1.Documented content marketing strategy
2.Someone accountable for content
3.Content mapped to the buyer journey
4.Consistently publish quality content
5.Integrated Paid, Owned, and Earned Media
6.Focus on Content Subscribers
7.Tracking Content Marketing ROI
20. Why is it Important to Have a Documented
Content Marketing Strategy?
Source: CMI and MarketingProfs
22. What Is Your Content Marketing
Mission Statement?
Become the premier destination
for [target audience]
interested in [topics]
to help them [customer value].
34. Paid vs. Organic Search Traffic
Brand Awareness
Organic Search Share of Voice
Unbranded Search Traffic
Cost per Lead
Conversions
Total Conversions
% of Leads Sourced by
Content Marketing
Time on Site
Brand Health
Social Shares
Subscriptions
Repeat Visitors
Bounce Rate
Retention Rate
Upsells
Retention
KPI Framework
37. 0
10
0
200
300
400
500
600
A FEW TIMES
A YEAR
<
MONTHLY
1-2X PER
MONTH
1-2X PER
WEEK
1 PER DAY MORE
THAN 1
PER DAY
TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE
INDEXEDTRAFFIC
Hubspot 2014
The Importance of Volume
38. Page 26
Volume
Number of
posts on the
topic
Value
The best
answer on
the internet
Variety
Text, images,
video, slides
How To Rank For SEO
41. Your
Target
Personas
Your
Audiences
Interests
What You
Should Create
Content About
Focus more here
1. Focus On Your Audience’s Interests
What topics do they care about?
____________
____________
____________
____________
____________
What channels do they use?
____________
____________
____________
What content do they share?
____________
____________
____________
____________
42.
43. Your
Customers Middle
Early
What is / are?
Why important?
Late
Who?
How much?
Where?
1
StagePersona Questions / Concerns Keyword Index
100
How to?
10
2. Answer Your Buyers’ Questions
76. Michael Brenner
CEO of Marketing Insider Group,
Co-author of The Content Formula
@BrennerMichael.
Book me to speak! michael@marketinginsidergroup.com
Hinweis der Redaktion
Core components the way we need to think. We need to think different.
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.
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.
Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
Publishing content every day is essential to customer acquisition.
A recent Hubspot study found that 82% of marketers who blog daily acquired a customer using their blog vs. 57% of marketers who blog monthly. (Hubspot, 2013)
The bottom line is that the more you publish, the more traffic you get, which directly correlates to customer acquisition.
This slide is just a reference check following group discussion on ideas