SlideShare ist ein Scribd-Unternehmen logo
1 von 55
Downloaden Sie, um offline zu lesen
AMA Content Marketing VirtualExchange
Stacey King Gordon, Suite Seven
@staceykgordon / @suiteseven
#AMAVEC #tangledweb
What a Tangled Web We'll Weave (without a Content Strategy)
1970

500
messages every day

2013

Consumers are

3,000
to

overwhelmed

30,000
messages every day

by marketing messages.
Entertain

Connect

Inspire

VALUE
Support

Educate
Marketers say:

We need more
CONTENT
to drive more leads!
SEO specialists say:

We need more
CONTENT
for better rankings!
Social media managers
say:

We need more
CONTENT
for better
engagement!!! ;-)
more
CONTENT
What a Tangled Web We'll Weave (without a Content Strategy)
Part of adding value means
NOT creating more chaos,
confusion and frustration.
When people
make the effort to
engage with you,
they expect to be
rewarded.
Long-term benefits of quality content marketing
Early stage

Middle stage

Later stage

More inbound
inquiries

Faster sales
cycles

Increased
customer loyalty

More short listing

Higher close rates

Higher lifetime
value

Bigger deal sizes

Source: Laura Ramos, Forrester
For content
marketing
to work,
you have to:

Deliver what audiences need

At the right place and time

In a unique way

Consistently
What a Tangled Web We'll Weave (without a Content Strategy)
But little Mouse, you are not alone,
In proving foresight may be vain:
The best laid schemes of mice and men
Go often awry,
And leave us nothing but grief and pain,
For promised joy!
What a Tangled Web We'll Weave (without a Content Strategy)
1. Trying to “boil the ocean.”
2. Producing uninspiring content
(that makes people feel indifferent)
3. Creating a hamster’s nest of content
4. Building content graveyards
5. Not getting the voice right
What a Tangled Web We'll Weave (without a Content Strategy)
What a Tangled Web We'll Weave (without a Content Strategy)
Content marketing strategy

SUSTAINABILITY

FOCUS

STANDARDS
What a Tangled Web We'll Weave (without a Content Strategy)
Themes and topics

What you
uniquely
know

Frequency

Channels

Where
You
Credibly
Play

What your
audience
cares about

Curation
Themes and topics

What you
uniquely
know

Frequency

Channels

Where
You
Credibly
Play

What your
audience
cares about

Curation

Your Content Framework
Point of view statement
The only way for a company to become a leader and sustain success is for the
customer to be at the center of everything it does. Good customer service is just
good business: it helps companies be more profitable and maximize customer
lifetime value.

COMPANY is the source for the tools, expertise and insights you need to build and
grow your customer-centric business and keep your team focused on creating
memorable, exceptional experiences for your customers.
What a Tangled Web We'll Weave (without a Content Strategy)
What a Tangled Web We'll Weave (without a Content Strategy)
What a Tangled Web We'll Weave (without a Content Strategy)
Content goals
Build loyalty and trust
Give consumers an informative, accessible, pressure-free way to learn about
your product, helping to reduce anxiety and build confidence in a way that will
support customer loyalty to your brand.
Provide information in the way customers want to consume it
Create a mix of written, visual and video content, and package information in a
clear way, with the right balance of emotion and detail.
Give consumers an easy place to start — and the ability to go deeper
Content will be architected in a way that allows users to start with basic
questions and information, then will lead them to more in-depth information as
they move deeper into the sales funnel.
Audiences and funnel stages
Awareness

Research

Consideration

Purchase

Relationship

WHAT THE CUSTOMER IS DOING
Deciding to buy; beginning to
plan

Researching online;
educating himself about
the basics

Comparing products in
store to what he saw
online; narrowing down
choices; consulting others

Making his final decision
and deciding on a
purchase

Implementation, thinking
about growing the
solution

Satisfied, relieved, happy,
proud

Excited and relieved, then
overwhelmed

Help consumer make his
final decision and feel
good about it

Bring consumer back for
“what’s next” and
continue to serve him
through the next stage

CUSTOMER MINDSET
Excited, anxious/nervous,
overwhelmed with options,
discouraged about cost

Interested, engaged,
tentative

Hopeful, careful

CONTENT GOALS
Help consumer overcome
sense of being overwhelmed or
discouraged; give him a logical
starting point to understand
options and decisions.

Help consumer explore
options, understand
tradeoffs and factors,
embrace variety and
choice

Answer more advanced
questions and help
consumer make his final
decision

CONTENT THEMES, TOPICS, TYPES
101-level basics, answers to
basic questions, checklists,
primer videos, easy
infographics and “maps”

Basic overviews,
comparison charts,
decision guides, answers
to basic concerns that
arise during early
research

Answers to more advanced
concerns that come up
during research, tips for
weighing choices

Emotion-driven content
(testimonials, proposal
stories), confidencebuilding content (postpurchase issues)

Guidance on processes,
issues, getting most
mileage out of product
Content mix
AWARENESS
• Software 101

CONSIDERATION
• Revenue growth

•
•
•
•
•
•

•
•
•

Global trade
Design best practices
Top trends in software design

Marketing techniques
Monetization
Programming tips by OS

Hosting
Intellectual property basics
Financial issues

RELATIONSHIP
• Advanced tips

•
•

Securing VC funding
Distribution to specific global
regions
Content guidelines by channel
BLOG

EBOOKS/GUIDES

WHITE PAPERS /
BRIEFING PAPERS

VIDEOS

W

PURPOSE

Become central
repository for all content
relevant to our
audiences

Add value with credible,
relevant content

Add value with credible,
relevant content that's more
specific and educates about
product

Engage and
entertain, add
credibility

Eng
cred

GOALS

Become a customerfocused small business
resource melding
business, technology
and culture relevant to
personas; serve both
customers and
prospects

Generate and nurture leads
and add value for existing
customers by offering
valuable, helpful,
educational content
packaged for a specific
audience. Help prospects
feel confident.

Generate and nurture leads
and add value by offering
specific, timely and detailed
information. Help prospects
and customers feel
confident. Show how
software works with other
experts on the pulse.

Generate and
nurture leads and
add value to existing
customers with
inspirational,
informative, thoughtprovoking videos

Gen
lead
exis
infor
web
diffe
of vi
topic

Focused on a topic that
personas really care about;
answers common questions;
should be issue-focused
instead of product-focused;
writing at basic to
intermediate level.

Like a issue paper or longer
article vs. an ebook; topics
can be more specific and
written for more targeted
audiences. Technical
product information more
appropriate here. Briefs
showcasing data, research,
case studies by external
experts. Writing at
intermediate to advanced
level.

Interviews with
customers, panels,
use cases (how
Desk is used to
solve for specific
issues), meet the
team/internal
expertise (helps with
community-building)

Cus
spea
spea
serv
topic
spec

CONTENT

Good mix of product vs.
business, basic
(making the case, 101
education) vs.
advanced (playbooks
and detailed advice
from experts and peers.
Editorial calendar
What a Tangled Web We'll Weave (without a Content Strategy)
What a Tangled Web We'll Weave (without a Content Strategy)
What a Tangled Web We'll Weave (without a Content Strategy)
Process definition
eBook: 5 week process

Topic
generation

Vet with
content
review board
(optional)

3 days

2 weeks

First
review

Second
draft

Director
review

Final
draft

Design
and
publish

2 days

Research and
writing

3 days

2 days

2 days

1 week

Blog: 2 week process
Managing
editor assigns
topics

Write draft
posts

First round
edits/back to
writer if
needed

Editor
edits/finalizes

1 week

3 days

2 days

Director
approval

Publish

2 days

1 day
Governance
• Editorial management
• Content “owners”
• Contributors
• Reviewers
• Editorial committee/content review board
• Legal
Content priorities/production guidelines
Tier 1: Premium/
Proprietary Content
Criteria: Original research, first-time
publication, data-driven but with a
narrative, fostering external credibility
Tone: Educational, more formal, smart
and incisive, upbeat
Frequency: Quarterly/semi-annual
Creators: Professional
writers/marketing, or subject matter
experts with support of professional
editors
Extending the Value: Complementary
content to support sharing at every
level: social content, video, PPT
decks, infographics, blog posts

Tier 2: Current Events /
Awareness Content
Criteria: Smaller bites of thoughtprovoking content, highlighting
individual expertise, conveys unique
POV, timely
Tone:
Smart, conversational, upbeat, succinct
, humorous (when appropriate)
Frequency: Regularly (a few times a
week)
Creators: Subject matter
experts, salespeople, marketing
Extending the Value: Sharing on
social channels, curating and
packaging “best of” content into more
premium publications
Content mileage and lifecycle
Create other content if:
•
•
•

Appeals to multiple audiences
Can be useful at different levels of expertise
Can be broken down into multiple topics

•
•
•
•

Can create a case study
Can create a video interview
Can create slides
Can get an expert to speak

Webinar

ebook

blog posts,
white
paper

Video

Email offer

Infographic

Twitter, FB
What a Tangled Web We'll Weave (without a Content Strategy)
Short summary article

Slide show
Video commentary
What a Tangled Web We'll Weave (without a Content Strategy)
Content quality standards
CREDIBLE

Accurate, high-quality original content supports our position
as a market leader.

VALUABLE

Content educates or supports our customers' goals, helping
them get more out of their investment, make
decisions, advocate a position to colleagues, etc.

TIMELY

Keeps customers up to speed on current issues and best
practices.

RELEVANT

Customers will believe we have the best voices and smartest
thinking on topics that matter to them and their businesses.
Voice guidelines
Trusted

We’re here to help, not sell; give advice, not a pitch.

Human

Language is conversational, friendly and encouraging. We
speak in the second person (“you”) and use plain English.
Business and industry jargon is OUT.

Genuine

We don’t use unauthentic slang to sound trendy.

Smart

We’re informal but informed, intelligent but not overly clever.

Empathetic

We know this purchase is a big deal. Our positive, descriptive
language shows it.
Editorial toolbox and style guides
Measurement
Step 1: Benchmark where we are today
Step 2: Define goals: improve upon where we are today (before/after comparison)
Step 3: Choose and track metrics
Qualitative
• Survey employees
• Editorial board
• Comments
Quantitative
• Number of page views
• Time on page
• Bounce rate
• Social shares (email or tweet to others)
• Survey results
• Number of subscriptions to blog
• Response to emails
• Results of A/B testing
Step 4: Review and optimize regularly (quarterly)
What a Tangled Web We'll Weave (without a Content Strategy)
What a Tangled Web We'll Weave (without a Content Strategy)
SUSTAINABILITY

Content
Strategy
FOCUS

STANDARDS
www.suiteseven.com/ama
@staceykgordon / @suiteseven

Weitere ähnliche Inhalte

Was ist angesagt?

Thought Leadership Marketing
Thought Leadership MarketingThought Leadership Marketing
Thought Leadership MarketingJim Pennypacker
 
Seven steps to effective thought leadership
Seven steps to effective thought leadership Seven steps to effective thought leadership
Seven steps to effective thought leadership James Ralph
 
Thought Leadership & Content Marketing for Technology CEOs
Thought Leadership & Content Marketing for Technology CEOsThought Leadership & Content Marketing for Technology CEOs
Thought Leadership & Content Marketing for Technology CEOsCastelazo Content
 
Thought Leadership Marketing Guide [2021]
Thought Leadership Marketing Guide [2021]Thought Leadership Marketing Guide [2021]
Thought Leadership Marketing Guide [2021]Emir Atlı
 
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
 
von Bergens 5 Laws Of Sales 2
von Bergens 5 Laws Of Sales 2von Bergens 5 Laws Of Sales 2
von Bergens 5 Laws Of Sales 2PatrikvB
 
The Content Strategy of Thought Leadership
The Content Strategy of Thought LeadershipThe Content Strategy of Thought Leadership
The Content Strategy of Thought LeadershipStacey King Gordon
 
Let Me Be Brief - Starter's Guide to developing a Creative Brief
Let Me Be Brief - Starter's Guide to developing a Creative BriefLet Me Be Brief - Starter's Guide to developing a Creative Brief
Let Me Be Brief - Starter's Guide to developing a Creative BriefPamela Von Lehmden
 
The Content Marketing MOT
The Content Marketing MOTThe Content Marketing MOT
The Content Marketing MOTMark Masters
 
Assessment of skills for the new economy
Assessment of skills for the new economyAssessment of skills for the new economy
Assessment of skills for the new economycredomarketing
 
Building your brand – A practical guide for nonprofit organizations
Building your brand – A practical guide for nonprofit organizationsBuilding your brand – A practical guide for nonprofit organizations
Building your brand – A practical guide for nonprofit organizations4Good.org
 
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
 
Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360Dan Galante
 
Writing Communication Briefs
Writing Communication BriefsWriting Communication Briefs
Writing Communication BriefsTej Desai
 
Internal buy in advocamp workshop
Internal buy in advocamp workshopInternal buy in advocamp workshop
Internal buy in advocamp workshopDeena Zenyk
 
10 Steps to Content Marketing Success - Content Marketing Workshop at IACC
10 Steps to Content Marketing Success - Content Marketing Workshop at IACC10 Steps to Content Marketing Success - Content Marketing Workshop at IACC
10 Steps to Content Marketing Success - Content Marketing Workshop at IACCContent Marketing Institute
 
Content Quality Checklist By Heidi Cohen of Actionable Marketing Guide
Content Quality Checklist By Heidi Cohen of Actionable Marketing GuideContent Quality Checklist By Heidi Cohen of Actionable Marketing Guide
Content Quality Checklist By Heidi Cohen of Actionable Marketing GuideHeidi Cohen
 
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited TrainerBuyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited TrainerBoca Raton HubSpot User Group
 
Networking online and offline
Networking online and offlineNetworking online and offline
Networking online and offlineDale Denham
 

Was ist angesagt? (20)

Thought Leadership Marketing
Thought Leadership MarketingThought Leadership Marketing
Thought Leadership Marketing
 
Seven steps to effective thought leadership
Seven steps to effective thought leadership Seven steps to effective thought leadership
Seven steps to effective thought leadership
 
Thought Leadership & Content Marketing for Technology CEOs
Thought Leadership & Content Marketing for Technology CEOsThought Leadership & Content Marketing for Technology CEOs
Thought Leadership & Content Marketing for Technology CEOs
 
Thought Leadership Marketing Guide [2021]
Thought Leadership Marketing Guide [2021]Thought Leadership Marketing Guide [2021]
Thought Leadership Marketing Guide [2021]
 
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
 
von Bergens 5 Laws Of Sales 2
von Bergens 5 Laws Of Sales 2von Bergens 5 Laws Of Sales 2
von Bergens 5 Laws Of Sales 2
 
The Content Strategy of Thought Leadership
The Content Strategy of Thought LeadershipThe Content Strategy of Thought Leadership
The Content Strategy of Thought Leadership
 
Let Me Be Brief - Starter's Guide to developing a Creative Brief
Let Me Be Brief - Starter's Guide to developing a Creative BriefLet Me Be Brief - Starter's Guide to developing a Creative Brief
Let Me Be Brief - Starter's Guide to developing a Creative Brief
 
The Content Marketing MOT
The Content Marketing MOTThe Content Marketing MOT
The Content Marketing MOT
 
Assessment of skills for the new economy
Assessment of skills for the new economyAssessment of skills for the new economy
Assessment of skills for the new economy
 
Building your brand – A practical guide for nonprofit organizations
Building your brand – A practical guide for nonprofit organizationsBuilding your brand – A practical guide for nonprofit organizations
Building your brand – A practical guide for nonprofit organizations
 
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
 
Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360
 
Writing Communication Briefs
Writing Communication BriefsWriting Communication Briefs
Writing Communication Briefs
 
Internal buy in advocamp workshop
Internal buy in advocamp workshopInternal buy in advocamp workshop
Internal buy in advocamp workshop
 
10 Steps to Content Marketing Success - Content Marketing Workshop at IACC
10 Steps to Content Marketing Success - Content Marketing Workshop at IACC10 Steps to Content Marketing Success - Content Marketing Workshop at IACC
10 Steps to Content Marketing Success - Content Marketing Workshop at IACC
 
Arslan dawood - CV
Arslan dawood  - CVArslan dawood  - CV
Arslan dawood - CV
 
Content Quality Checklist By Heidi Cohen of Actionable Marketing Guide
Content Quality Checklist By Heidi Cohen of Actionable Marketing GuideContent Quality Checklist By Heidi Cohen of Actionable Marketing Guide
Content Quality Checklist By Heidi Cohen of Actionable Marketing Guide
 
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited TrainerBuyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
 
Networking online and offline
Networking online and offlineNetworking online and offline
Networking online and offline
 

Ähnlich wie What a Tangled Web We'll Weave (without a Content Strategy)

Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Patty Swisher
 
Valverde & Stiles Process and Deliverables
Valverde & Stiles Process and DeliverablesValverde & Stiles Process and Deliverables
Valverde & Stiles Process and DeliverablesMike Stiles
 
Driving B2B Engagement with Personalized Content
Driving B2B Engagement with Personalized ContentDriving B2B Engagement with Personalized Content
Driving B2B Engagement with Personalized ContentUberflip
 
Advanced Content Marketing Training
Advanced Content Marketing TrainingAdvanced Content Marketing Training
Advanced Content Marketing TrainingAbiodun Babalola
 
Best Practice Content Marketing
Best Practice Content MarketingBest Practice Content Marketing
Best Practice Content MarketingPhil Brown
 
Content Drives eDM Engagement
 Content Drives eDM Engagement Content Drives eDM Engagement
Content Drives eDM EngagementDavid Barnes
 
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...Navigating Marketing Right Now: How to adapt your brand messaging, channels a...
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...Bridgette Borst Ombres
 
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...digipromarketer09
 
Content marketing
Content marketingContent marketing
Content marketingP&CO
 
Product Visibility- What Is Seen First, Will ppt.pptx
Product Visibility- What Is Seen First, Will ppt.pptxProduct Visibility- What Is Seen First, Will ppt.pptx
Product Visibility- What Is Seen First, Will ppt.pptxPromptCloud
 
Demand Generation through Consistent Content Marketing
Demand Generation through Consistent Content MarketingDemand Generation through Consistent Content Marketing
Demand Generation through Consistent Content MarketingJoe Pulizzi
 

Ähnlich wie What a Tangled Web We'll Weave (without a Content Strategy) (20)

Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017
 
Valverde & Stiles Process and Deliverables
Valverde & Stiles Process and DeliverablesValverde & Stiles Process and Deliverables
Valverde & Stiles Process and Deliverables
 
Driving B2B Engagement with Personalized Content
Driving B2B Engagement with Personalized ContentDriving B2B Engagement with Personalized Content
Driving B2B Engagement with Personalized Content
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
Advanced Content Marketing Training
Advanced Content Marketing TrainingAdvanced Content Marketing Training
Advanced Content Marketing Training
 
MasterTechforBusiness
MasterTechforBusinessMasterTechforBusiness
MasterTechforBusiness
 
Best Practice Content Marketing
Best Practice Content MarketingBest Practice Content Marketing
Best Practice Content Marketing
 
Content Drives eDM Engagement
 Content Drives eDM Engagement Content Drives eDM Engagement
Content Drives eDM Engagement
 
Session 8 linked in marketing
Session 8 linked in marketingSession 8 linked in marketing
Session 8 linked in marketing
 
Session 9 content marketing
Session 9 content marketingSession 9 content marketing
Session 9 content marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...Navigating Marketing Right Now: How to adapt your brand messaging, channels a...
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...
 
Eden-Content-Marketing-Programmes
Eden-Content-Marketing-ProgrammesEden-Content-Marketing-Programmes
Eden-Content-Marketing-Programmes
 
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...
 
Content strategy
Content strategyContent strategy
Content strategy
 
Content marketing
Content marketingContent marketing
Content marketing
 
Product Visibility- What Is Seen First, Will ppt.pptx
Product Visibility- What Is Seen First, Will ppt.pptxProduct Visibility- What Is Seen First, Will ppt.pptx
Product Visibility- What Is Seen First, Will ppt.pptx
 
Demand Generation through Consistent Content Marketing
Demand Generation through Consistent Content MarketingDemand Generation through Consistent Content Marketing
Demand Generation through Consistent Content Marketing
 
IAB SEA+India Content Frameworks to Swear By
IAB SEA+India Content Frameworks to Swear ByIAB SEA+India Content Frameworks to Swear By
IAB SEA+India Content Frameworks to Swear By
 
7 Methods for Highly Effective
7 Methods for Highly Effective7 Methods for Highly Effective
7 Methods for Highly Effective
 

Kürzlich hochgeladen

Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 

Kürzlich hochgeladen (20)

Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 

What a Tangled Web We'll Weave (without a Content Strategy)

  • 1. AMA Content Marketing VirtualExchange Stacey King Gordon, Suite Seven @staceykgordon / @suiteseven #AMAVEC #tangledweb
  • 3. 1970 500 messages every day 2013 Consumers are 3,000 to overwhelmed 30,000 messages every day by marketing messages.
  • 5. Marketers say: We need more CONTENT to drive more leads!
  • 6. SEO specialists say: We need more CONTENT for better rankings!
  • 7. Social media managers say: We need more CONTENT for better engagement!!! ;-)
  • 10. Part of adding value means NOT creating more chaos, confusion and frustration.
  • 11. When people make the effort to engage with you, they expect to be rewarded.
  • 12. Long-term benefits of quality content marketing Early stage Middle stage Later stage More inbound inquiries Faster sales cycles Increased customer loyalty More short listing Higher close rates Higher lifetime value Bigger deal sizes Source: Laura Ramos, Forrester
  • 13. For content marketing to work, you have to: Deliver what audiences need At the right place and time In a unique way Consistently
  • 15. But little Mouse, you are not alone, In proving foresight may be vain: The best laid schemes of mice and men Go often awry, And leave us nothing but grief and pain, For promised joy!
  • 17. 1. Trying to “boil the ocean.”
  • 18. 2. Producing uninspiring content (that makes people feel indifferent)
  • 19. 3. Creating a hamster’s nest of content
  • 20. 4. Building content graveyards
  • 21. 5. Not getting the voice right
  • 26. Themes and topics What you uniquely know Frequency Channels Where You Credibly Play What your audience cares about Curation
  • 27. Themes and topics What you uniquely know Frequency Channels Where You Credibly Play What your audience cares about Curation Your Content Framework
  • 28. Point of view statement The only way for a company to become a leader and sustain success is for the customer to be at the center of everything it does. Good customer service is just good business: it helps companies be more profitable and maximize customer lifetime value. COMPANY is the source for the tools, expertise and insights you need to build and grow your customer-centric business and keep your team focused on creating memorable, exceptional experiences for your customers.
  • 32. Content goals Build loyalty and trust Give consumers an informative, accessible, pressure-free way to learn about your product, helping to reduce anxiety and build confidence in a way that will support customer loyalty to your brand. Provide information in the way customers want to consume it Create a mix of written, visual and video content, and package information in a clear way, with the right balance of emotion and detail. Give consumers an easy place to start — and the ability to go deeper Content will be architected in a way that allows users to start with basic questions and information, then will lead them to more in-depth information as they move deeper into the sales funnel.
  • 33. Audiences and funnel stages Awareness Research Consideration Purchase Relationship WHAT THE CUSTOMER IS DOING Deciding to buy; beginning to plan Researching online; educating himself about the basics Comparing products in store to what he saw online; narrowing down choices; consulting others Making his final decision and deciding on a purchase Implementation, thinking about growing the solution Satisfied, relieved, happy, proud Excited and relieved, then overwhelmed Help consumer make his final decision and feel good about it Bring consumer back for “what’s next” and continue to serve him through the next stage CUSTOMER MINDSET Excited, anxious/nervous, overwhelmed with options, discouraged about cost Interested, engaged, tentative Hopeful, careful CONTENT GOALS Help consumer overcome sense of being overwhelmed or discouraged; give him a logical starting point to understand options and decisions. Help consumer explore options, understand tradeoffs and factors, embrace variety and choice Answer more advanced questions and help consumer make his final decision CONTENT THEMES, TOPICS, TYPES 101-level basics, answers to basic questions, checklists, primer videos, easy infographics and “maps” Basic overviews, comparison charts, decision guides, answers to basic concerns that arise during early research Answers to more advanced concerns that come up during research, tips for weighing choices Emotion-driven content (testimonials, proposal stories), confidencebuilding content (postpurchase issues) Guidance on processes, issues, getting most mileage out of product
  • 34. Content mix AWARENESS • Software 101 CONSIDERATION • Revenue growth • • • • • • • • • Global trade Design best practices Top trends in software design Marketing techniques Monetization Programming tips by OS Hosting Intellectual property basics Financial issues RELATIONSHIP • Advanced tips • • Securing VC funding Distribution to specific global regions
  • 35. Content guidelines by channel BLOG EBOOKS/GUIDES WHITE PAPERS / BRIEFING PAPERS VIDEOS W PURPOSE Become central repository for all content relevant to our audiences Add value with credible, relevant content Add value with credible, relevant content that's more specific and educates about product Engage and entertain, add credibility Eng cred GOALS Become a customerfocused small business resource melding business, technology and culture relevant to personas; serve both customers and prospects Generate and nurture leads and add value for existing customers by offering valuable, helpful, educational content packaged for a specific audience. Help prospects feel confident. Generate and nurture leads and add value by offering specific, timely and detailed information. Help prospects and customers feel confident. Show how software works with other experts on the pulse. Generate and nurture leads and add value to existing customers with inspirational, informative, thoughtprovoking videos Gen lead exis infor web diffe of vi topic Focused on a topic that personas really care about; answers common questions; should be issue-focused instead of product-focused; writing at basic to intermediate level. Like a issue paper or longer article vs. an ebook; topics can be more specific and written for more targeted audiences. Technical product information more appropriate here. Briefs showcasing data, research, case studies by external experts. Writing at intermediate to advanced level. Interviews with customers, panels, use cases (how Desk is used to solve for specific issues), meet the team/internal expertise (helps with community-building) Cus spea spea serv topic spec CONTENT Good mix of product vs. business, basic (making the case, 101 education) vs. advanced (playbooks and detailed advice from experts and peers.
  • 40. Process definition eBook: 5 week process Topic generation Vet with content review board (optional) 3 days 2 weeks First review Second draft Director review Final draft Design and publish 2 days Research and writing 3 days 2 days 2 days 1 week Blog: 2 week process Managing editor assigns topics Write draft posts First round edits/back to writer if needed Editor edits/finalizes 1 week 3 days 2 days Director approval Publish 2 days 1 day
  • 41. Governance • Editorial management • Content “owners” • Contributors • Reviewers • Editorial committee/content review board • Legal
  • 42. Content priorities/production guidelines Tier 1: Premium/ Proprietary Content Criteria: Original research, first-time publication, data-driven but with a narrative, fostering external credibility Tone: Educational, more formal, smart and incisive, upbeat Frequency: Quarterly/semi-annual Creators: Professional writers/marketing, or subject matter experts with support of professional editors Extending the Value: Complementary content to support sharing at every level: social content, video, PPT decks, infographics, blog posts Tier 2: Current Events / Awareness Content Criteria: Smaller bites of thoughtprovoking content, highlighting individual expertise, conveys unique POV, timely Tone: Smart, conversational, upbeat, succinct , humorous (when appropriate) Frequency: Regularly (a few times a week) Creators: Subject matter experts, salespeople, marketing Extending the Value: Sharing on social channels, curating and packaging “best of” content into more premium publications
  • 43. Content mileage and lifecycle Create other content if: • • • Appeals to multiple audiences Can be useful at different levels of expertise Can be broken down into multiple topics • • • • Can create a case study Can create a video interview Can create slides Can get an expert to speak Webinar ebook blog posts, white paper Video Email offer Infographic Twitter, FB
  • 48. Content quality standards CREDIBLE Accurate, high-quality original content supports our position as a market leader. VALUABLE Content educates or supports our customers' goals, helping them get more out of their investment, make decisions, advocate a position to colleagues, etc. TIMELY Keeps customers up to speed on current issues and best practices. RELEVANT Customers will believe we have the best voices and smartest thinking on topics that matter to them and their businesses.
  • 49. Voice guidelines Trusted We’re here to help, not sell; give advice, not a pitch. Human Language is conversational, friendly and encouraging. We speak in the second person (“you”) and use plain English. Business and industry jargon is OUT. Genuine We don’t use unauthentic slang to sound trendy. Smart We’re informal but informed, intelligent but not overly clever. Empathetic We know this purchase is a big deal. Our positive, descriptive language shows it.
  • 50. Editorial toolbox and style guides
  • 51. Measurement Step 1: Benchmark where we are today Step 2: Define goals: improve upon where we are today (before/after comparison) Step 3: Choose and track metrics Qualitative • Survey employees • Editorial board • Comments Quantitative • Number of page views • Time on page • Bounce rate • Social shares (email or tweet to others) • Survey results • Number of subscriptions to blog • Response to emails • Results of A/B testing Step 4: Review and optimize regularly (quarterly)