Building Your Content Marketing Strategy

Content Marketing Strategy
January, 2014

rightsourcemarketing.com

About Me
 Chief Marketing Technology
Officer
 Content Marketing Institute
Consultant
 Dad, BBQ Fan
 Featured in Gourmet
Magazine
 @willdavis
 @rightsource
#MDSG


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The Game Has Changed


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 Buyers are educating themselves
 Corporate Executive Board - 60% of a buyer’s decision-making
process in B2B is complete before they even talk to a
salesperson
 Sirius Decisions cites that number at 70%
 IDG Research: Enterprise organizations download an average
of 10 informational assets during the purchase process.


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78%

$987,417

58%

24%

82%

78% of chief marketing officers think custom content is
the future of marketing. (Source: Hanley-Wood Business
Media)
The average, annual spend on branded content
outsourcing was a $371,364, and $987,417 for
companies that exclusively outsource. (Source: Custom
Content Council)
58% of consumers trust editorial content.
(Source: Nielsen)
Companies with over 1,000 employees typically
allocate 24% of their marketing budget to content.
(Source: Content Marketing Institute and Marketing
Profs)
82% of consumers like reading content from brands
when it’s relevant. (Source: The CMA)


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Content Marketing Planning
 Only 44% of B2B Marketers have a written content marketing
strategy
 Only 11% of companies that rate content marketing as ineffective
have a written strategy
 B2B Marketers with a content marketing strategy are 600% more
likely to be effective
 2/3 of B2B Marketers without a content marketing strategy are
creating more content now than they did in the previous year

View full CMI Research


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Strategy Still Wins

Image Source: Placester.com


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What is Content Marketing?
 Content marketing is a marketing
technique 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.

Image Source: Content Marketing Institute


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The Content Marketer’s Mindset
 Content marketing is not
another tactic
 Content marketing is not
another line item
 Content marketing impacts
marketing AND customer
service, public relations,
recruiting and more


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How Do I Attack Content Marketing?
First, understand that content creation is merely one, isolated,
basic step.






Content Planning
Content Creation
Content Optimization
Content Distribution
Content Reporting and Analysis


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Why Are We Doing This?
“Brands have to become publishers”
…but brands have different business models and
business goals than publishers.


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Content Supports Business Objectives
 Yours probably isn’t selling ad impressions

 How does your content marketing strategy fit
in with the business strategy to drive business
results?


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Content Supports Business Objectives
Business Objectives

Business Strategy
Marketing Objectives
Marketing Strategy
Content Objectives
Content Strategy

Credit: Jay Baer/CMI


Content
Tactics
Content
Metrics
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Content Strategy Comes From:
 Business objectives
(business plan)
 Marketing objectives
(marketing plan)
 Content objectives
(content plan)

Business Objectives
Business Strategy
Marketing Objectives
Marketing Strategy
Content Objectives
Content Strategy
Content
Tactics
Content
Metrics


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Answer these 12 questions
1.
2.
3.
4.
5.

Why are we doing this?
What’s the goal?
What is our unique story?
Who is our audience?
Who is on our team? What is
everyone’s role?
6. Who will handle each piece
of content marketing?
7. What are our primary
themes?


8. What types of content should
we create?
9. When will each piece of
content get published?
10. How will we distribute each
piece of content?
11. How will we report on the
content marketing effort?
12. What’s the budget?

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Understanding Your Audience
 Who are your buyers and influencers?
 What do they care about?
 What problems do
VP
they face?
Marketing
 How can you help
solve them?
 What are their
IT
CFO
objections?

Director


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Example: Consulting Firm
 Helps clients solve complex challenges across the
industry spectrum
 From public companies to private companies to
investors
 A nimble, experienced, unique team of expert
advisors, analyzers and problem solvers


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Buyers/Influencers







Large Company BD (VP Strategy or BD)
Smaller Firm C-Level Exec (CEO, COO)
Investors, VCs (Managing Partner)
Chief Financial Officer
Chief Technology Officer
Chief Medical Officer


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What Are Their Questions? Address







Who can help us commercialize our tech?
Who can we acquire that does XYZ?
What is their background?
Who have they worked with that’s like me?
What are their specialties?
How do they understand my company’s unique
challenges?
 How do they work?


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…And So Many More From:









Talking with your clients
Talking with your prospects
Talking with your got-aways
Talking with your sales team
Reviewing analytics
Reviewing industry trends
Online research
RFP Questions


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Informed Content - Keywords


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Informed Content – Keyword Trends


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Address Questions With Content
 Different content topics for different buyers
 Different content topics for different stages
 Different content types for different buyers
 Different content types for different stages


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Editorial Calendar


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Content Plan


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Content Plan


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Content Pyramid


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The Content Creation Challenge
 Goal for each piece of content
– In line with overall marketing goal?

 Stick to the plan
– If you wander, the audience wanders

 Dedicated content staff
– Content creation duties can’t be shoehorned into existing
jobs
– Hire dedicated staff or outsource
– Writers should be great, not just good


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 Provide writers (internal or outsourced) with:
–
–
–
–

Background
Story framework
Access to experts
“Garbage in, garbage out”

 Have content ready as back-up for emergencies
 Enlist staff for content ideas


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 Keep the pipeline full of ideas
–
–
–
–

Brainstorm
What questions are customers/prospects asking?
Spin off new topics from a successful idea
Create series

 Make sure enough content is in progress at all times
 Edit
– Anything less than remarkable will be lost in the sea of
mediocrity


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Make It Remarkable
2,000,000 blog posts
294,000,000,000 emails

864,000 hours of video


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Content Optimization
 Not just for search engines (the robots) but buyers
(the humans) too
 What do you want them to do?
 What calls to action (CTAs)
should you include?
 AKA – “Uh, Now what?”


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Content Optimization - Lead Capture
 “Forms are the enemy of spread” – but…
 “You can’t have a prospect if you don’t know who
they are”
 Determine what information is worth a “gate” (fewer,
but known readers) and what isn’t
 Determine follow-up process – be helpful but not
creepy


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Content Distribution
 Where does your target audience live, online and off
(Google, Compete, Alexa)
 Write down 5 sites right now!
–
–
–
–
–
–

Social media as part of your content strategy
Guest blogging
Co-branded webinars, seminars, events
Email (don’t miss out on this one)
Print
Mobile


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Email: The Oldest Social Network
 1-Offs and Group Newsletters


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Content Distribution: A Story

July 25, 2013: Shared/viewed by 100s

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July 26, 2013: Shared/viewed by 10,000s


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August 2, 2013: Shared/viewed by 100,000s


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August 2, 2013: Shared/viewed by 1,000,000s?

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Content Marketing vs. Social Media

Don’t let the social media tail wag the
content marketing dog!

Image Source: Pew Internet


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Set Up Conversion Opportunities
 eBook
 Guide
 Webinar
(live or recorded)

 Email Newsletter
 White Paper


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Content Reporting & Analysis





Measure everything that you possibly can
But - report very few, very business-focused KPIs
Discard vanity metrics wherever possible
How do KPIs align with business objectives?
Consumption

• Traffic
• Page views
• Downloads


Sharing
• LinkedIn shares
• Tweets
• Emails

Lead Generation
• Lead forms
• Phone calls

Revenue
• $$$$

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Tools Of The Trade


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Track And Manage Prospects
 Leverage your best content for your best leads
 Use technology to nurture your leads
 Do everything you can to track activities to revenue
generated


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Track And Manage Prospects


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Closed Loop ROI


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Closed Loop ROI


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Additional Benefits

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


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

Recruiting
Client Retention
Employee Retention
Sales/Marketing Relationship
Raising Capital
Reinforce Company Messaging
Public Relations
…and more


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Thank You!
Will Davis
Right Source Marketing
@willdavis
will@rightsourcemarketing.com
www.rightsourcemarketing.com
www.marketingtrenches.com

Free eBook:
How to Grow Your Business
with Content Marketing


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Building Your Content Marketing Strategy

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