5. The stats
• Only 38% of B2B marketers rate their content
marketing as effective.
• Only 35% of B2B marketers have a documented
content strategy.
• 54% of B2B marketers see producing engaging
content as their biggest content marketing
challenge.
Source: Content Marketing Institute/MarketingProfs
ACH
15. 1: Conduct a comprehensive content audit
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16. • Take stock of current content—across social
channels
o What content already exists?
o What content does the client/company want?
o What content do actual customers want?
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17. • What’s working? What’s not?
• Review 3-4 competitors/brands you admire
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21. BREAK: EXERCISE (10-15 minutes)
Do you ever shut down ideas with a “we can’t do that, it
will never get by legal”? Well, we’re now on the S.S.
Communications and you’ve just thrown legal
overboard!
• Nothing is standing in your way now – what are the five
most important stories customers need to hear, or would
find most helpful?
• What are the most important vehicles to get these stories
out – OR – what new channels will you try now that no
one is telling you no?
• Now come back to reality: find 3 ideas on your paper you
COULD actually work with legal to share publicly.
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22. 2: Identify resources
• In-house
• Agency
• Independent
• Robots?
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23. In-House: Pros
• Less ramp-up time
• Knows your brand better
• Quick access to internal SMEs
In-House: Cons
• Not always best resource
• Existing political barriers may provide roadblocks
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24. Agency: Pros
• Access to more “human resources”
• Get much-needed outside perspective
• All-in-one package
Agency: Cons
• More expensive
• Longer dating cycle
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25. Independent: Pros
• What you see is what you get
• Big fish, small pond
Independent: Cons
• Just one person means…just one person
• Lack of ongoing professional development
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26. Robots?
• Wordsmith
• 2,000 simple articles per second
• Not as “robotic” as you might think
• Boon to personalized content (or reports)
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27. 3: Create a content plan of attack
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31. Identify your “sources”
• Internal SMEs
• Organizational “connectors”
• Customers
• Vendors/Partners
• Front-line employees
• Customer service
• Executives (Note: Further down the list)
• Existing stories
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32. What about content YOU can create?
• Round-up posts
• Q&A from the sales team
• How-to’s
• Interviews (trade shows, events, etc.)
• Book reviews
• Lists (with stats to back them up)
• Case studies
• Summarizing comments
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34. BREAK: EXERCISE (10-15 minutes)
We are surrounded by subject matter experts
everyday,
though our keen PR minds aren’t always given the
license to celebrate their smarts. Time to change that.
• Select a client or business unit and identify one
really smart person you have met in that group.
• Imagine you are charged with starting a brand blog
to position them as an industry thought-leader.
• What are the first five blog posts you’d write for that
blog? Write headlines for those five posts.
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35. 4: How are you going to distribute the
content?
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36. DISTRIBUTE
• Social
• Email
• Repurpose (LinkedIn publishing, Medium)
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43. MEASURE
• Google Analytics
• Social signals
• “Engaged time”/”Attention time”
• Return readers
• Visitor loyalty
• Don’t forget: Email metrics
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44. ACH
44
Case study - Bike Walk Move
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45. ACH
45
• What was our approach?
o First: Build an online home base with more
“consumer-focused” content (Bike Walk Move
blog)
o Use Facebook as our primary distribution channel
(also distribute via new Bike Walk Move e-newsletter)
o Amplify with targeted Facebook ads
o Measure and tweak approach along the way
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53. ACH
53
By the numbers
o Blog traffic almost doubled year over year
o Grew page from 106 likes to 1,720 likes in 9
months
o Facebook top referral source
o Facebook ads drove 33,960,248 impressions
o CPC: $.61
o Spent: $8,983
o Bike/walk numbers spiked
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54. BREAK: EXERCISE (10-15 minutes)
Often times, you are asked to develop content to
promote/support annual events that always come
back around (trade shows, holiday sales, etc.) While
challenging, it’s time for you to get outside your skill
set.
Imagine an annual event with your client/company and
describe how it would look if the story were told as:
o A six-second Vine
o A top 10 list on BuzzFeed
o An infographic for your blog
o A Hyperlapse video on Instagram
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The social media guru told me about the power of engaging content!
The social media guru told me about the power of engaging content!
Everyone wanted to follow Oreo…
And I mean EVERYONE.
Use OLSON—Breaking Bad—Belize example One that worked, but metrics still suffered.
On trend—you were a part of the “cool” crowd
Some cats are just plain lazy…
Hit the pause button, reset expectations and conduct a content audit
What does your existing data tell you? Google analytics? Social shares? Comments on an existing blog? Social feedback/signals?
Patagonia example?
The key—create content that works for YOU. Sleep Number example—they create a lot of testimonial and how-to content.
Buffer
Use me as an example for LinkedIn
Talk about Jeff Jones case study on LinkedIn
Is your site/wherever you’re pushing customers to optimized for mobile? Make sure it is, because a growing percentage of your customers are….
Communications Conversations as an example here – PR Daily, Ragan, B2C
Intel—sponsored content on the Verge. 10-part video series featuring people working with technology in different industries. Right fit (tech=Verge), good storytelling (video via mobile).
63% of B2B marketers use web site traffic as their key metric to measure content marketing effectiveness.
Started with content we believed would resonate with our key audience (people who were biking/walking in Mpls—or people we WANTED to get biking/walking in Mpls)
Google Analytics told us people really wanted more bike maps and routes…
We used FB and FB ads as our primary social driver of traffic to the Bike Walk Move blog
Another content tactic: Make our boring numbers more interesting through infographics
Built one big infographic, created a post around it and then, broke it apart and promoted each piece of individual content on FB and promoted it.
Worked very well—got a TON of impressions/engagement from all the different posts
Don’t think the paid amplification mattered? Think again.
These are typical numbers for posts we promoted and those we did not.
Notice how we wrote the headlines—and how that played off the visuals.
Used these as conversation starters…
Thanks to Google Analytics research, we knew our fans wanted more maps detailing MSP bike routes—so we gave it to them by creating this map/grid that highlighted routes supported by BWTC.
Using Facebook ads to promote maps we knew our audiences craved.
1,564,645 impressions, CPC: $.31, $300, 106 new page likes, 48 likes, 13 comments, 32 shares
For Bike Walk Move, this was the annual data collection we talked about (we used infographics to tell the story differently, then distributed via FB and amplified)
This one was everywhere a couple weeks ago.
Metrics: 12 million views, 9,000 comments
Love what SWA does here in its “From the Window Seat” Pinterest board. Pinning fans/customers’ IG shots out their plane windows! Not trying to be anyone else than who they are.
Car companies go a little overboard with this…
Meanwhile, Gatorade is producing videos like THIS. One of the best videos I’ve seen this year by a brand. I could have seen a media company producing this.
We can’t all write pithy 150-word blog posts that will garner thousands of likes, comments and shares.
But, you can write headlines that will solicit more social interaction with your customers/stakeholders. Write headlines like the posts on Digg—they HAVE to be good to get on Digg and get voted up.
Sources of inspiration for headlines: NY Post, HuffPo, Copyblogger, Cosmo