How to Build a Content Marketing Strategy
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The document provides guidance on building an effective content marketing strategy in 3 steps: 1. Plan the strategy by understanding audiences, setting goals, conducting audits, and allocating budgets. 2. Create and publish content by mapping it to the customer journey, balancing formats, and increasing frequency. 3. Measure performance using metrics like traffic, engagement, conversions and share of voice to optimize the strategy.
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How to Build a Content Marketing Strategy
- 1. How to Plan + Build a Content Marketing Strategy Liz Bedor Brand Strategist, NewsCred @lizbedor #ThinkContent
- 2. There’s been a fundamental shift in the way we create, consume and share content. 4.5 BILLION pieces of content are shared every day 1.8 BILLION photos are uploaded and shared 700 MILLION snapchats are sent 500 MILLION tweets are posted #ThinkContent @lizbedor
- 3. People tune out the noise. #ThinkContent @lizbedor
- 4. We choose what matters. We follow, like, subscribe and recommend only the things we actually care about. #ThinkContent @lizbedor
- 5. We need to stop interrupting what people are interested in and be what people are interested in. Craig Davis ” “ #ThinkContent @lizbedor
- 6. Content Marketing = Brand Publishing • Delivering content your audience wants • Content published continuously and consistently • Seeks to answer customer questions across the buyer journey • Managing content as a strategic asset with ROI #ThinkContent @lizbedor
- 7. Content Marketing ≠ Advertising • Not advertising or PR • Not campaign-based • Not promotional • Not brand-led #ThinkContent @lizbedor
- 9. 1 Documented content strategy 2 Have managing editor 3 Consistently publish quality content 4 Map content to consumer journey 5 Balance paid, owned, and earned Media 6 Focus on content subscribers 7 Track content marketing ROI Key Factors to Content Marketing Success: #ThinkContent @lizbedor
- 10. Give Yourself a Grade BEST PRACTICE R Y G Have a Documented Content Strategy Have Managing Editor Consistently Publish Quality, Variety of Content Map Content to Consumer Journey Balance Paid, Earned, Owned Media Focus on Content Subscriptions Track Content Marketing ROI Overall: ? #ThinkContent @lizbedor
- 11. Why is it Important to Have a Documented Content Strategy? * Content Marketing World EFFECTIVE CONTENT MARKETERS INEFFECTIVE CONTENT MARKETERS DOCUMENTED CONTENT MARKETING STRATEGY HAS A CONTENT MARKETING STRATEGY NO STRATEGY 54% 11% 41% 44% 3% 44% #ThinkContent @lizbedor
- 12. Discovery Destination Team Editorial Customer Journey Measurement Optimization • Audience analysis • Business case • Current state • Budget • Branding • Design • Platform • Integrations • Agency • NewsCred • Internal teams • Structure • Topics • Types • Tone • SEO • Content by stage • Conversions • Subscriptions • Retention • Define report • Tools/software • What / when • Content • Platform • Distribution The Content Marketing Roadmap #ThinkContent @lizbedor
- 13. Discovery Discovery Destination Team Editorial Customer Journey Measurement Optimization
- 14. Understand Your Audience • Who are they? • What do they care about? • What are their challenges? • Where do they get their information? • When do they consume this information? • What devices do they use? • How much expertise does your audience already possess? • Does your audience know who you are? • How does your audience feel about you? • What questions do they expect you to answer? @lizbedor
- 15. Build the Content Marketing Business Case Do Your Research Internally Set Appropriate Goals Align Program Goals with Company Objectives Ask for a Realistic Budget Find the costs and ROI of other marketing departments Understand what metrics your organization’s leadership cares about most Set goals that are realistic and expected in order for your program to be considered a success Ask for the moon and the stars, with the hope of just getting the moon #ThinkContent @lizbedor
- 16. BRAND HEALTH How your digital audience feels about you. BRAND AWARENESS/PERCEPTION How many of your early-stage prospects are finding their way to your company website? CONVERSIONS Prospects who became customers because of content you provided them. RETENTION Clients who continue to use your products and services. Identify the Content Marketing Business Case @lizbedor
- 17. Conduct a Content Audit to Understand Current State 1. COST 2. UTILIZATION 3. PERFORMANCE #ThinkContent @lizbedor
- 18. Find the Budget Calculate the Costs of Unused Content Borrow Budget from Underperforming Digital Assets Approach Budgeted Teams with a Partnership Opportunity #ThinkContent @lizbedor
- 19. Destination Discovery Destination Team Editorial Customer Journey Measurement Optimization
- 20. • Create a space for the content to live to get the most out of your marketing • Consolidate fragmented digital content and present a one- stop-shop environment Determine Where Your Content Will Live #ThinkContent @lizbedor
- 21. BRANDED NON-BRANDED Pros Pros Strong domain authority delivers search traffic Repairing trust issues with audience from history of too much promotional content Associate with positive brand perception Changing brand perception / disassociate from current brand perception Cons Cons Audience may discredit content for being promotional Forfeit existing domain authority search traffic Associate with negative brand perception Comparing Branded vs. Non-branded
- 22. www.pepsi.com • Associates Pepsi with pop culture + music • Looks and feels like Pepsi • Pepsi contests and products promoted in some content • Leverages Pepsi domain authority Branded: Pepsi’s Pepsi Pulse #ThinkContent
- 23. www.makeup.com • Only disclaimer that it is powered by L’Oreal is at very bottom of site • Reads like beauty magazine • “Shop the Story” links to L’Oreal products • Links to L’Oreal social sites Non-branded: L ’Oréal’s Makeup.com #ThinkContent
- 24. www.content-loop.com • “Powered by Capgemini” tag at top of page • Content does not mention or promote Capgemini services • Only Capgemini CTAs and banner advertisements Somewhere Between: Capgemini’s Content Loop #ThinkContent
- 25. Discovery Destination Team Editorial Customer Journey Measurement Optimization Team
- 26. Managing Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analyst Defines best/ worst performers, conversion optimization and measurement communications. Curator Finds and re- purposes the best content from your business and from around the web. A Successful Content Marketing Program Requires a Dedicated Team of Experts #ThinkContent @lizbedor
- 27. The Importance of a Managing Editor Create + Manage Editorial Calendar Top-level view of everything you’re pushing out to the web Align strategy with overall business goals Maintain Website Updates SEO meta data Formatting, tagging images and videos Categorizing + tagging posts Author data Update static pages Supervise Writer Network Suggest ideal topics Enforce tone of voice Ask for revisions Communicate with writers Edit, Format, Schedule, Publish Enforce consistency Be the voice of the company Know content well enough to inject internal links Reference upcoming events or webinars Test + Optimize Test plugins Demo new products #ThinkContent @lizbedor
- 28. Discovery Destination Team Editorial Customer Journey Measurement Optimization Editorial
- 29. Brand Purpose What Customers Want Content Marketing What Should You Write About? This is where you live #ThinkContent @lizbedor
- 30. Buyer Journey Should Fuel Your SEO Keyword Strategy… Middle Early Late Stage Persona Questions/Concerns Keywords Business Buyer Retain #ThinkContent @lizbedor
- 31. …Because Ranking High for SEO Keywords Should be a Core Objective for Your Content Marketing Program Organic search is responsible for 64% of all web traffic Only 2% of users travel to the 2nd page of Google 18% of users click on the first organic listing Source: Eyetools Inc #ThinkContent @lizbedor
- 32. Different Types of Content Serve Different Purposes Boost credibility and publishing cadence Share on-brand stories created specifically for your brand LICENSED CONTENT ORIGNAL CONTENT USER-GENERATED CONTENT Connect your fans and community, share their stories and experiences #ThinkContent @lizbedor
- 33. Why Licensed Content? Boost Publishing Cadence Leverage CredibilityCost Efficient With access to over 160k topics and millions of articles a day, licensed content allows you to boost your publishing cadence. Licensed content costs 3X less than original content while driving equal value in pageviews and shares (NewsCred). Licensed content allows you to borrow credibility from sources your audience knows and trusts. #ThinkContent @lizbedor
- 34. Get the Most Out of Your Original Content by Recycling It Into Different Formats Start by creating an eBook Read the eBook aloud and make it an audio book Interview a customer for a quote in the eBook and put that up as a video Take the audio from the video and make a podcast Create a presentation from the eBook with highlights #ThinkContent @lizbedor
- 35. A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day Increasing Publishing Frequency Increases Organic Traffic Source: Hubspot, 2015 #ThinkContent @lizbedor
- 36. Discovery Destination Team Editorial Customer Journey Measurement Optimization Customer Journey
- 37. Middle-Stage Content A combination of licensed and custom content that hits on niche topics specific to your offering and solutions: white papers, case studies, video and infographics. Late-Stage Content Custom content promoting your products and services: tactical guides and case studies Customer Stage Content Consistent cadence and mix of content as well as personalized recommendations: white papers, case studies, tactical guides Retain Evaluation Purchase Early-Stage Content Quality, licensed and custom content around broader, shareable topics that drives visibility and engagement: blog posts Awareness Content Through the Buyer Journey
- 38. Purchase Case studies promoting product offering Evaluation High-value, gated content on niche topics Awareness Content around broad, shareable topics Retain Mix of all content from all stages How American Express OPEN Fuels the Buyer Journey #ThinkContent @lizbedor
- 39. Discovery Destination Team Editorial Customer Journey Measurement Optimization Measurement
- 40. BRAND HEALTH How your digital audience feels about you. BRAND AWARENESS/PERCEPTION How many of your early-stage prospects are finding their way to your company website? CONVERSIONS Prospects who became customers because of content you provided them. RETENTION Clients who continue to use your products and services. Identify the Content Marketing Business Case @lizbedor
- 41. Measure the Content Marketing Business Case Paid vs. Organic Search Traffic Brand Awareness Organic Search Share of Voice Unbranded Organic Search Traffic Cost per Lead Conversions Total Conversions % of Leads Sourced by Content Marketing Time on Site Brand Health Social Likes Subscriptions Repeat Visitors Bounce Rate Social Shares / Followers Share of Voice / Offsite SEO Value of customer lifecycle Customer growth Retention #ThinkContent @lizbedor
- 42. Discovery Destination Team Editorial Customer Journey Measurement Optimization Optimization Discovery Destination Team Editorial Customer Journey Measurement Optimization
- 43. Even great content needs a push The average Hollywood movie spends 50-60% of production budget on distribution. #ThinkContent @lizbedor
- 44. After 6 Months, See What’s Working and What Isn’t • What characteristics do your best performing pieces of content have in common? • What categories are performing well / poorly? • What channels are people finding your content through? • Consider beginning paid distribution for your best content • Is your bounce rate high? People may not be identifying with your content. • Are you seeing an increase in conversions? • What is your most / least shared content? • How are people interacting with your brand on social? • What day of the week / time of day performs well / poorly? #ThinkContent @lizbedor
Hinweis der Redaktion
- Namely, one of the biggest transformations is the fundamental shift in the way we create, consume and share content. Every day, over 400 billion pieces of content are shared. Over 700 million snapchats are sent. This sheer speed and scale of content creation and distribution has drastically changed from even a year or two ago.
- …And yet… we tune out the noise. As consumers, we’re hit with over 5,000 marketing messages a day, and yet 90% of them go ignored.
- Because, as consumers, we choose only what matters. We only follow, like, subscribe and share the things that mean something to us personally.
- Core components the way we need to think. We need to think different.
- ----- Meeting Notes (8/6/15 13:09) ----- Make
- ----- Meeting Notes (6/9/15 14:41) ----- a lot of people jump into the middle one (what are we going to write?)
- Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
- Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
- Checks indicate Fidelity is currently employing
- Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
- Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
- http://www.mmm-online.com/digital-think-tank-a-work-in-progress/article/334775/
- Look at leading market examples
- Look at leading market examples
- Look at leading market examples
- Look at leading market examples
- What are current gaps for Julien Farel?
- ----- Meeting Notes (2/4/15 14:04) ----- Contributors - health management, EBSCO, ----- Meeting Notes (6/29/15 14:10) ----- Contributors - Mobile living - Accessories team - Product teams - NewsCred - PACE - Alvin and Cory's team + SEO agency,
- 1. Will it interest your audience? Just because you think something is interesting doesn’t mean your audience will. Consider what content they consume and tend to gravitate toward. 2. Can it be distributed effectively to reach them? You should be able to deliver content to your audience through the platforms they prefer. 3. Does it align with your engagement goals? When you’re excited about an idea, it can be difficult to look at it objectively. Remember that a good idea isn’t a great idea unless it can help achieve your goals. 4. How is this an original idea? It’s easy to imitate what you’re used to seeing, but the most effective visual content provides some unique value to viewers. That’s not to say you have to be a visionary; consider ways that you can put an original spin on an old subject or experiment with a new medium. 5. Does it fit your brand? Just because another cool brand is doing something doesn’t mean it wil translate for your brand. Consider your expertise, your brand voice and your audience. The content you deliver should always align.
- 1. Will it interest your audience? Just because you think something is interesting doesn’t mean your audience will. Consider what content they consume and tend to gravitate toward. 2. Can it be distributed effectively to reach them? You should be able to deliver content to your audience through the platforms they prefer. 3. Does it align with your engagement goals? When you’re excited about an idea, it can be difficult to look at it objectively. Remember that a good idea isn’t a great idea unless it can help achieve your goals. 4. How is this an original idea? It’s easy to imitate what you’re used to seeing, but the most effective visual content provides some unique value to viewers. That’s not to say you have to be a visionary; consider ways that you can put an original spin on an old subject or experiment with a new medium. 5. Does it fit your brand? Just because another cool brand is doing something doesn’t mean it wil translate for your brand. Consider your expertise, your brand voice and your audience. The content you deliver should always align.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
- Why editorial architecture? Because it’s like building a house. It’s what distinguishes an editorial site from a product site. Layout and Design Photos Voice and Tone Type of content
- Awareness – Can Instagram drive sales? Evaluation – “How Drybar became a $50 million business” Purchase – spotlights on card members
- Checks indicate Fidelity is currently employing
- Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
- http://www.forbes.com/sites/quickerbettertech/2015/04/13/boring-brands-can-crush-social-media-and-5-other-things-you-can-learn-from-3m/ Boring Brands on Social