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Content Marketing for Writers
- 2. WHO ARE YOU?
- 3. WHO AM I?
- 4. TODAY
- 6. YOU ALREADY KNOW HOW TO DO THE HARDEST PART.
- 12. Content Marketing for Writers
- 13. 13 CONTENT MARKETING TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
- 14. It’s a strategic approach that involves the creation, distribution and measurement of stuff that attracts and retains readers. WHAT IS CONTENT MARKETING?
- 15. 15 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 16. 16 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 19. 19 KNOW THYSELF & THY TARGET AUDIENCE
- 21. 21 WHY BRAND?A personal brand communicates your nuances quickly & clearly, so you connect with the right readers.
- 22. 22 • What topics am I most passionate about? • What have been my most popular works? • What people does my writing attract? • How would they describe my work? • What do they love most about it? WHAT’S MY BRAND?
- 25. 25 • Specific • Measurable • Actionable • Realistic • Timely SMART GOALS ARE:
- 26. 26 • Specific • Measurable • Actionable • Realistic • Timely SMART GOALS ARE: “I will grow my platform.”
- 27. 27 • Specific • Measurable • Actionable • Realistic • Timely SMART GOALS ARE: “I will grow my platform.” “I will add 200 eNews subscribers by 2017.”
- 28. 28 • Specific • Measurable • Actionable • Realistic • Timely SMART GOALS ARE: “I will grow my platform.” “I will add 200 eNews subscribers by 2017.” “I will sell 1K copies of my eBook between now and Christmas.”
- 29. 29 • Specific • Measurable • Actionable • Realistic • Timely SMART GOALS ARE: “I will grow my platform.” “I will add 200 eNews subscribers by 2017.” “I will sell 1K copies of my eBook between now and Christmas.” “I will receive 20 rejection letters in 2016.”
- 30. 30 SET A STRETCH GOAL “I will get an essay published in the NYT.” “I will give a book reading to a sold-out crowd.” “I will appear on a national news show.” “My eBook will reach #1 in its Amazon category.”
- 31. 31 •How much time can I devote? •What could derail my efforts? •How can I prepare? AS YOU’RE SETTING GOALS, CONSIDER:
- 33. 33 STOCK & FLOW
- 34. 34 STOCK & FLOW • High-quality • More time to produce • Long shelf life VIDEO eBOOK
- 35. 35 STOCK & FLOW • Lower quality • Less time to produce • Ephemeral • High-quality • More time to produce • Long shelf life VIDEO eBOOK BLOG eNEWSSOCIAL MEDIA
- 36. 36 CHOOSE TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
- 37. 37 CHOOSE TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
- 38. 38 CHOOSE TACTICS: EVERYDAY EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
- 39. 39 CHOOSE TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
- 40. 40 CHOOSE TACTICS: OPPORTUNISTIC EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
- 41. 41 CONTENT MARKETING PLAN Blog Guest Content Facebook Twitter Types Journal entries Book reviews Curated articles Author Q&As Opinion News How-To Links News articles Images Links Status updates Retweets Mentions Frequency 1x week 1x month 2x week 5x week Success Metrics Visitors Page views Time on site Visitors Comments Shares Reach Engagement New followers Impressions Mentions Goals 1 post/week +20% visitors/mo 1 post/month 2 posts/ week +5 likes/week +50 follows/week 10 mentions/mo 6K imps/mo
- 42. 42 CONTENT MARKETING PLAN Blog Guest Content Facebook Twitter Types Journal entries Book reviews Curated articles Author Q&As Opinion News How-To Links News articles Images Links Status updates Retweets Mentions Frequency 1x week 1x month 2x week 5x week Success Metrics Visitors Page views Time on site Visitors Comments Shares Reach Engagement New followers Impressions Mentions Goals 1 post/week +20% visitors/mo 1 post/month 2 posts/ week +5 likes/week +50 follows/week 10 mentions/mo 6K imps/mo
- 43. 43 CREATE AN EDITORIAL CALENDAR Via ProBlogger.com
- 44. 44 CREATE AN EDITORIAL CALENDAR
- 45. 45 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned Owned
- 46. 46 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Researching Mysterious Family Legends Ancestry.com Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
- 47. 47 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
- 49. 49 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Family legends, family ghost stories Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
- 52. Generate ideas and drive traffic. Increase productivity.
- 53. Generate ideas and drive traffic. Increase productivity.
- 55. 55 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Format/Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Family legends, family ghost stories Family stories, genealogy X Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media X News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
- 56. 56 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Format/Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Family legends, family ghost stories Family stories, genealogy X Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media X News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
- 58. 58 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 60. 60 PERFECTION IS THE ENEMY OF GOOD
- 61. 61 KEEP THE IDEAS COMING • What’s been occupying my mind? • What topics have caught my interest? • What things have I read? • What’s trending on social media? • What content marketing am I feeling excited about? • What type of content marketing haven’t I done in a while?
- 62. 62 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 63. via HubSpot.com
- 64. 64 DISTRIBUTION METHODS Website Blog Social Earned Links eNews Internal Links Forums Reformat
- 65. 65 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 66. 66 DATA IS EVERYWHERE YOU JUST HAVE TO FIND IT
- 71. 71 CONTENT MARKETING PLAN Blog Guest Content Facebook Twitter Types Journal entries Book reviews Curated articles Author Q&As Opinion News How-To Links News articles Images Links Status updates Retweets Mentions Frequency 1x week 1x month 2x week 5x week Success Metrics Visitors Page views Time on site Visitors Comments Shares Reach Engagement New followers Impressions Mentions Goals 1 post/week +20% visitors/mo 1 post/month 2 posts/ week +5 likes/week +50 follows/week 10 mentions/mo 6K imps/mo
- 73. 73 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 74. 74 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
- 75. 75 RESOURCES
- 76. 76 Download this PPT & other resources @ bit.ly/CMforWriters
- 77. 77 QUESTIONS
- 78. THANKS!LET’S KEEP IN TOUCH. @KellyKautz Facebook.com/AuthorKellyKautz Kelly-Kautz.com KellyWatsonKautz@gmail.com
Notes de l'éditeur
- How many of you feel confident about marketing yourself? How many of you feel like marketing is a necessary evil?
- I used to fall into the latter category.
- Today I’m a content strategist at JPL, where I create content marketing programs for Fortune 500 companies with five- and six-figure budgets.
- But 10 years ago, I was just a writer who needed money. That sounds like the opening to a bad Lifetime movie, doesn’t it? You can hear the voiceover now: “You won’t believe the things I’ve done!” What I did was I cold-called ad agencies and got some assignments. And to my surprise, I really liked marketing. It helped me be more creative and improved my writing and it encouraged me to try new things, like videos and podcasts and web design. I know a lot of you wish marketing wasn’t a necessity. Some of you probably looked at the schedule and thought, ooh! “Point of View in Memoir!” But ugh, content marketing. I guess I should. If that’s you, I have good news.
- You already know how to do the hardest part of content marketing. And that is telling great stories. And you can use this skill to get more writing assignments, more readers, and yes, more money. And you can have fun doing it!
- Even this presentation is a form of content marketing. And a side note here: I’ll be making the PowerPoint and all the resources available online. So don’t worry about taking a bunch of notes today. I’ll provide a direct link to everything at the end. I hope that if you find it valuable, you’ll share it with your friends, or follow me on social media. That’s how content marketing works.
- So obviously, content marketing can include a ton of tactics. But it’s not just a tactic, or a collection of tactics.
- And today, you’ll learn how.
- HubSpot outlines a five-step process that I find helpful, both for myself and my corporate clients. HubSpot is an internet marketing software company that provides a lot of free resources on content marketing. I’ve included a link to it in the resources.
- The first step is PLAN.
- There are a few things you’ll want to consider in the planning phase:
- Let’s look at the first two.
- If the first tenant of content marketing is “Tell great stories,” the second tenant is: KNOW THYSELF & THY TARGET AUDIENCE.
- And yes, this involves branding—even though people tend to go a little green in the face when I mention that word. This is from an essay I found online.
- It is not a box you have to cram yourself into. You can still be yourself. A personal brand is just an encapsulation of all the things that make you memorable. And understanding those things can help you reach the people who are most likely to resonate with what you do.
- If you haven’t thought about your personal brand in a while, ask yourself: And if you’re interested in this topic, check out the book “Make a Name For Yourself” by Robin Fisher Roffer. I’ve read a lot of books on personal branding, and that’s one of my favorites.
- Now let’s set some goals.
- How many of you are familiar with SMART goals?
- For those of you who aren’t, “smart” is an acronym that stands for…
- So instead of saying “I will grow my platform,” you might say…
- This is a great goal to have, by the way, because it adds a feeling of accomplishment to every rejection letter you receive. They still sting, but at least you’re one rejection closer to your goal!
- A stretch goal is a goal that seems lofty but gets you excited. You might not have a clear idea of how to achieve this, and that’s OK. It’s meant to appeal to the right side of your brain. And studies have shown that a combination of SMART goals and STRETCH goals are most likely to help you achieve both.
- Be realistic. If you’re like me and you have a toddler, a six-month-old and a full-time job, you may only have a half-hour a day for content marketing. You may only get a hour a week. Don’t set yourself up for failure right off the bat by setting unrealistic goals. Plan for things you can actually do. If that includes writing one blog post a month and nothing else, that’s OK—as long as you can make it a habit.
- Now we’re ready to talk tactics.
- Content marketing falls into two buckets: “stock” and “flow.”
- Now we’ve arrived back at this list of tactics. When you walked in, I asked you to take a quick poll about what content marketing tactics you’re currently using.
- So, many of you already have experience with one or more tactics on here. And that’s a good place to start: with things you’re already comfortable with, and things that have worked well in the past.
- These are mine. These are the tactics that I’ve done before, and that I feel confident I can continue.
- That said, there are probably a few tactics here that you haven’t tried, and you’re not comfortable with, but you still find enticing. Take note of these, because these will be your opportunistic tactics.
- You probably don’t want to start with these right off the bat, because they’ll take more time, and software, and maybe some education. But like your stretch goals, these tactics will keep you excited. So keep them on your radar for when you get some extra time, or you see the perfect class, or when a topic comes along that’s just perfect for, say, video.
- Once you’ve chosen tactics, you can start create an overarching content marketing plan. This is mine, and it outlines the tactics I’ve chosen across the top, the types of content I’ll create for each, the frequency with which I’ll create them, what I’ll use to measure my success, and my goals.
- Everyone’s eyes light up when they see numbers. They immediately ask: what do I need to achieve? I can’t tell you that. No one can It depends on how long you’ve been at this, what industry you’re in, luck—tons of factors. So take a baseline—and I’ll show you how to do this a little later—then strive for continuous growth. If you can get 20 percent more visitors than you did last month, that’s a success. That’s what my numbers are based on.
- Some people will want to map this plan on an editorial calendar. You can do this on Google, and use different colors to group tasks or pieces of content into buckets. For me, this is too much.
- This is my editorial calendar, and it helps me plan two weeks out. It’s totally analog, and every piece of content is marked on a Post-It, so I can rearrange them and make changes on the fly. Content that’s NOT scheduled goes onto a page in my notebook. I’ll have a download of this file that you can use, too, in the link at the end of the session.
- So let’s fill in an example. Last year, I decided to pitch Ancestry.com a guest blog post on researching mysterious family legends. So I filled in the title, the platform and I checked Earned. “Owned” content is content that appears on my own websites. “Earned” content is the stuff that appears on other people’s sites. It’s good to strive for a mix of the two.
- I want to target women interested in genealogy, and Ancestry seems like a pretty good choice. But how do I know I’m right? Well, I can use a site called Alexa to check out Ancestry’s visitors.
- Alexa has some free features you can use to get information about a site. It only works for sites that get a lot of traffic, but it does provide some valuable insights—including the demographics you see here.
- Now that I feel confident about the audience, I’ll add some keywords. Incorporating these keywords into my blog post can help it rank higher in search engine results. But how do I know which keywords to choose?
- There’s a free tool within Google AdWords called “Keyword Planner.” You’ll see a few options. Choose the first one: “Find new keywords and get search volume data.”
- That will reveal a drop-down menu, where you’ll type in a few keywords to start. You can ignore the other data fields. Scroll down, click “get ideas…”
- …And you’ll be taken to this page. Make sure you’re viewing the second tab, where the blue arrow is pointing, that says “keyword ideas.” And from here, you’ll want to focus on the two columns in the middle…
- Average monthly searches and competition. You might think “genealogy” is a good term to choose because it gets a lot of searches, but there’s not a lot of opportunity there. It’s broad, and there’s little chance you’ll wind up on the fifth page of Google search results, let alone the first. “Family ghost stories” only gets thirty searches a month, but there’s not a lot of competition. So you might wind up on the first page of Google for that one. So don’t discount the longer search phrases with smaller monthly searches.
- Scroll down, and you’ll get to a second group of keywords that Google has suggested for you. I like to sort these by “Average monthly searches,” which you do by clicking that title, then I scroll down to the phrases that have low competition and low monthly searches. And if I see anything relevant, I might optimize for those, too.
- So now we have our keywords, and I’ll fill in the rest of the worksheet.
- So that’s the planning process. Now we can move on to the fun part:
- Let an expert show you how it’s done.
- This doesn’t mean you shouldn’t strive for quality content. But you should also take risks, and push past your comfort zone and make stuff that might embarrass you. Because that’s the only way you’re going to grow.
- How do you make sure you always have content to create? Well, I take ten or fifteen minutes each Friday to ask myself a couple questions, and capture new ideas.
- Once you’ve created your content, it’s time to distribute it.
- Lindsay Regina of Hubspot says…
- There’s a lot of ways you can do this.
- Once you’ve distributed your content, it’s time to analyze the results.
- Data is everywhere. It’s kind of creepy. But for our purposes, it’s also really helpful. As long as you know how to find it.
- Google is the king of data. Be sure to get a Google tracking code on your website or blog as soon as you can, because only then will it start making this data accessible to you. Once you do, Google’s Search Console will give you an overview of site performance. If you want to drill down even deeper, you can check out…
- Google Analytics.
- Facebook tracks similar data for its pages, under the insights tab.
- Twitter does as well. The Twitter Insights page is hidden in a dropdown on your profile, but it’s there, and it contains valuable information about what content is performing well.
- Once you’ve chosen tactics, you can start create a content marketing plan. This is mine, and it outlines the tactics I’ve chosen across the top, the types of content I’ll create for each, the frequency with which I’ll create them, what I’ll use to measure my success, and my goals.
- How do you make sense of all these numbers? Well, I have a recurring appointment on my calendar, where on the last day of each month, I spend 15 minutes pulling the numbers that I specified in my goals. Then I look for correlations between the numbers, and get a sense of how my content has been performing.
- Now all that’s left to do is repeat. With each new piece of content you create, you’ll be learning, improving and attracting more readers.
- After you’ve analyzed your data for a month or two, you’ll probably want to revisit your initial content marketing plan.
- We’ve covered a lot of resources, and you can download and print files of these on my website, along with the PowerPoint deck of this presentation.
- Here’s the link.