Content Marketing Condensed: 40 Tips in 40 Minutes
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The document discusses content marketing strategies and tactics, defining content marketing as a strategic marketing approach focused on creating and distributing valuable content to attract and retain an audience to ultimately drive profitable customer action. It provides tips for content marketers such as developing personas, creating an editorial calendar, conducting keyword research, optimizing content for search engines, and measuring performance metrics. The document is presented by Kindi Lantz who is a marketing catalyst focused on content marketing, video analytics, copywriting, and other related services.
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Content Marketing Condensed: 40 Tips in 40 Minutes
- 1. KINDI LANTZ Content Marketing Condensed @KINDI_JO
- 2. • Marketing Catalyst • Content Marketing, Video Analytics, Video Optimization, Copywriting, Mixing a Mean Cocktail • Love Metaphors, Despise Turkeys • Vertically Efficient • Portland, OR Who am I??? @KINDI_JO
- 3. What is Content Marketing TEXT OR IMAGE @KINDI_JO -Strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
- 4. ADVERTISING •Interrupts •Is avoided •Only holds attention for a short time •Tends to be expensive •Typically only big brands go viral (think Always, Johnson & Johnson, & Budweiser) CONTENT MARKETING •Answers questions •Is searched for •Keeps audience reading, watching, sharing, & coming back for more •Minimal expenditure •Often goes viral Welcomed bear hug.Slap in the face. Old vs New Marketing @KINDI_JO
- 5. @KINDI_JO It’s not what you know but who… With Google, it’s both! WRONG!!!!!!
- 6. • Keywords • Recency • Frequency • Quality backlinks • User Reviews, site reputation • Page-level social metrics • Engagement and traffic Google Ranking Factors @KINDI_JO
- 7. Content Types Blog Posts Ebooks/White Papers Templates and other tools Guides Videos Podcasts Quality Relevant Consistent @KINDI_JO Social posts Articles Infographics Reviews Lists ….
- 8. Start with a goal!! What’s the purpose of your content? @KINDI_JO
- 9. • Multiple different groups • Narrow Niche • Who are they? • What do they want? • How do they like to get info? • Personas Target Audience @KINDI_JO
- 10. @KINDI_JOKindi@funnlebox.com Picture audience member Roles & Responsibilities Pain Points Content Preferences Consumption Patterns Personas
- 11. INVENTORY CREATION PUBLICATION GOVERNANCE Content Strategy @KINDI_JO
- 12. Ideation •List key dates, events, seasonality •What is trending? •Google trends •Twitter, BuzzSumo, Reddit, ,Ubersuggest, Quora, Trendsmap, etc…. •Answer FAQs Editorial Calendar @KINDI_JO
- 13. • What’s been published on the topic • What’s your angle • Kipling method • Optimization starts here!!! Research and Create @KINDI_JO
- 14. Social Media Website Content Discovery SitesRelationships • Management tools • How often • Images and videos • Who hosts • Frequency • Social feeds • Content hubs • Reddit • Slideshare • Newsvine • Digg • Flipora • Outbrain • Taboola • Sharing • Influencers • Syndicated Distributing & Promoting @KINDI_JO
- 15. • Goal-based performance • Inbound leads (phone, email, walk-ins, form submissions) • Web Traffic (Google Analytics) • Engagement (likes, clicks, shares, retweets, subscribers) Measuring Performance @KINDI_JO
- 17. @KINDI_JO How much content do I need?
- 18. @KINDI_JO
- 19. @KINDI_JO
- 20. @KINDI_JO Yeah right!!! I don’t have that kind of time.
- 21. @KINDI_JO Caffeine You can sleep when you’re dead.
- 22. Break into sections Compile sections Opposites Piece Multiple content pieces from a single idea @KINDI_JO
- 23. Make a video Give a presentation Upload to SlideShare Multiple content pieces from a single idea @KINDI_JO
- 24. @KINDI_JOKindi@funnlebox.com Any questions? It is decidedly so. My sources say no. Concentrate and ask me again. Signs point to yes. Very doubtful. Ask again later. You may rely on it. Better not tell you now. Yes, definitely.
Notes de l'éditeur
- ----- Meeting Notes (10/5/15 15:30) ----- Hopefully you will get something of value that you can take back to your business.
- ----- Meeting Notes (10/5/15 15:26) ----- Marketing Catalyst- Head of marketing for FBX. Head of marketing doesn't get people asking questions and as a marketer, I know it's good to get ppl asking questions. People often like to point out how short I am. It's true, but I prefer...
- ----- Meeting Notes (10/5/15 15:26) ----- Emphasis on valuable, relevant, consistent. Isn't what they want, when they want it, they won't engage. ----- Meeting Notes (10/5/15 15:30) ----- Basically, it's a great big hug for your audience.
- ----- Meeting Notes (10/5/15 15:34) ----- -other than time, CM only costs as much as you want to pay (PPC, PPI) ----- Meeting Notes (10/5/15 16:51) ----- -organic content often goes viral
- ----- Meeting Notes (10/5/15 15:56) ----- Google has over 200 ranking factors. ----- Meeting Notes (10/5/15 16:19) ----- -Keywords in title, tags, meta, H1 tags, copy, etc... don't go overboard (can hurt you) -links to send trust signals to google -So content marketing is very important to overall SEO
- ----- Meeting Notes (10/5/15 16:20) ----- -Curata ----- Meeting Notes (10/5/15 16:51) ----- surveyed a bunch of marketers and business owners
- ----- Meeting Notes (10/5/15 16:22) ----- As defined by Ardath Albee, a persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience. 1.)Who is he/she? What is the job title? What kind of company does he or she work? What is a typical day like. 2.)What will alleviate some of that frustration? What phase of the purchase funnel are they in?
- ----- Meeting Notes (10/5/15 16:24) ----- Take inventory of current content Branding, voice, guidelines Onsite Content Offsite content Who's managing, contributing, etc...
- ----- Meeting Notes (10/5/15 16:51) ----- -search box self populate -often used by scientists and journalists
- ----- Meeting Notes (10/7/15 08:10) ----- -Both B2B & B2C co's w/ 101-200 pgs of content generate 2.5x more leads than those with 50 or fewer pages
- ----- Meeting Notes (10/7/15 08:10) ----- Co's that blog 15x/mo (or more) get 5x more traffic then those that don't (small biz with 1-10 employeese see the biggest gains when they start blogging more
- ----- Meeting Notes (10/7/15 08:18) ----- -Blog posts withvideo attract 3x as many inbound links as those without. -Landing pages experience 800% more conversion. -92% of mobile video viewers share videos with others. -The word “Video” in an email subject line boosts open rates 19%, click-through rates by 65% and reduces unsubscribes by 26%. -Ecommerce visitors are 64% more likely to make a purchase after watching a video.