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Developing A Content Maketing Strategy
- 1. 1 CREATING A CONTENT MARKETING STRATEGY Supplements Content Marketing Section, Chapter 10 Mary Lou Roberts and Deborah Zahay Internet Marketing: Integrating Osnline and Offline Strategies January 2014, UPDATED OCTOBER 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 2. 2 TOP ISSUES IN INTERNET MARKETING • All Brands Are Now Publishers. • The Marketing Campaign is Dead. Long Live Content Marketing! January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 3. 3 What Does the Term “Content Marketing” Mean to You? January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 4. 4 DEFINITION OF CONTENT MARKETING CONTENT MARKETING INSTITUTE Content Marketing Is a Strategic Marketing Approach Focused On Creating and Distributing Valuable, Relevant and Consistent To Attract and Retain a Clearly-Defined Audience – And Ultimately Drive Profitable Customer Action. http://contentmarketinginstitute.com/what-is-content-marketing/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 5. 5 2014 DIGITAL MARKETING TRENDS http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2014/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 6. 6 MARKETERS PUTTING $$ INTO CONTENT, VISIBILITY http://www.marketingcharts.com/wp/online/majority-of-us-marketers-say-theyll-increase-social-and-content-budgets-in-2014-37963/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 7. 7 THE ELEMENTS OF CONTENT MARKETING STRATEGY Marketers Must • Create Excellent Content • Select Platforms to Distribute Content • Optimize Platforms • Repurpose Content as Necessary • Create Visibility to Attract Audience • Analyze Results, Improve Strategy January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 8. 8 DEVELOPING THE BRAND STORY THROUGH CONTENT Brand Story Content Communications Channels Social Media Website Email Video Blog Mobile Search January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 9. 9 CREATING QUALITY CONTENT THAT ENGAGES VIEWERS The Goal is Not the MOST; It is the BEST! January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 10. 10 WHAT ARE THE BASIC SOURCES OF CONTENT? http://www.curata.com/files/webinar-content-marketing-tactics-2014/slides.pdf January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 11. 11 SOME OF THE CONTENT FORMATS http://www.curata.com/blog/the-content-marketing-pyramid-are-you-hungry-for-content/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 12. 12 CONTENT FORMATS BY COMMUNICATIONS PURPOSE Who Is Your Target Audience? Where are They in the Purchase Decision Process? What Types of Content Are Most Appropriate • To Them • To Their Decision Stage? https://www.distilled.net/blog/the-content-matrix/?utm_content=bufferbdfa7&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 13. 13 TYPES OF CONTENT “THAT GOOGLE WILL EAT UP” HTTP://WWW.MARKETINGPROFS.COM/ARTICLES/2013/10121/17-TYPES-OF-CONTENT-THAT-GOOGLE-WILL-EAT-UP • Interviews • Lists • Resource Centers • Social Content • Polls and Surveys And 12 more—not necessarily in rank order Search Engines Demand “Quality” Content. January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 14. 14 QUALITY—GOOGLE’S DEFINITION HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/35769?HL=EN#3 • “Make pages primarily for users, not search engines • Don’t deceive your users • Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?" • Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field. “ • Followed by Specific “Don’ts” January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 15. 15 STORYTELLING IS A VITAL PART OF CONTENT MARKETING Where Do Stories Come From? • Tell Why Your Business History Makes You What You Are • What Makes Your Brand Special • What’s Special About Your Business Locations/Stores • A Look Behind the Scenes at Your Company • Who Are the People That Make Your Brand Great • Employees and Customers http://heidicohen.com/use-stories-increase-value-drive-sales/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 16. 16 ORGANIC FARM BECOMES RESTAURANT DESTINATION Messaging Also Supports its ‘Local’ Restaurant Customers January 2014 To Accompany Internet Marketing, 3rd ed. http://www.bluehillfarm.com/ Mary Lou Roberts and Debra Zahay
- 17. 17 INTEL OFFERS BEHIND-THE-SCENES INSIGHTS Tech News Stories January 2014 To Accompany Internet Marketing, 3rd ed. Content Can Be Reused Human Interest Story http://www.intelfreepress.com/ Mary Lou Roberts and Debra Zahay
- 18. 18 NON-PROFITS ALSO USE CONTENT MARKETING, STORYTELLING WITH SUCCESS January 2014 To Accompany Internet Marketing, 3rd ed. http://www.pinterest.com/unicef/unicef-children/ Mary Lou Roberts and Debra Zahay
- 19. 19 HOW TO TELL GOOD STORIES • Make Your Stories Unique and Compelling • Use a Variety of Content Formats • A ‘Transmedia’ Strategy • Be Sure Your Story is Worth Sharing—And Make it Easy to Share! January 2014 To Accompany Internet Marketing, 3rd ed. http://heidicohen.com/use-stories-increase-value-drive-sales/ Mary Lou Roberts and Debra Zahay
- 20. 20 “ENGAGING CONTENT” January 2014 To Accompany Internet Marketing, 3rd ed. Would You Buy Stock In a Start-Up Brewing Company Whose Beer You Really Like? http://www.brewdog.com/equityforpunks Mary Lou Roberts and Debra Zahay
- 21. 21 What Does “Engagement” Mean – To You Personally? To Marketers? January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 22. 22 SELECTING AND OPTIMIZING CONTENT PLATFORMS Which Platforms Reach and Impact Your Target Audience? January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 23. 23 MARKETERS IDENTIFY MOST IMPORTANT PLATFORMS/CHANNELS http://www.marketingcharts.com/wp/wp-content/uploads/2013/09/UnisphereSkyword-Most-Important-Content-Marketing-Channels-Sept2013.png January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 24. 24 USE OF CONTENT MARKETING CHANNELS FROM 2014 CONTENT MARKETING TRENDS, CMI & MKTING PROFS B2B • Social Media, except blogs • Articles on Website • eNewsletters • Blogs • In-Person Events and many more B2C • Social Media, except blogs • Articles on Website • eNewsletters • Blogs • Videos and many more January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 25. 25 DIFFERENT TYPES OF MEDIA REACH DIFFERENT SEGMENTS http://theviewfromhere.ca/wp-content/uploads/2012/11/earned-media_panel_01.png January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 26. 26 WHICH CHANNELS ARE MOST EFFECTIVE IN REACHING YOUR TARGET AUDIENCE? Each Marketer Must Make Decision: • How Many Channels Can We Handle Well? • Which Ones Are Best For Our Specific Audience? Segment Personas Can be Helpful. January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 27. 27 OPTIMIZED STRATEGY = CONTENT + SEO + SOCIAL • Define Business Goals • Research the Nature, Wants, Social Media Use of Target Audience • Create a Content Marketing Plan/Workflow/Calendar • Publish Content on Selected Platforms • Promote the Content in Social Media • Analyze with Relevant Analytics, KPIs http://www.gshiftlabs.com/resources/optimized-content-marketing-strategy-how-to-guide January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 28. 28 DEVELOPING AN OPTIMIZED CONTENT PLAN • Identify and Assess Available Social Media Channels • Establish A dd’l Channels; Improve, Refine Use As Needed • Establish Strategic Communications Topics • Translate into Defined Campaigns • Create a Campaign Timeline • Identify Campaign from Original, Aggregated, Curated Content • Distribute Content to Target Audiences • All Have Calls to Action that Drive Traffic to Website http://104west.com/services/cdo-content-delivery-optimization January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 29. 29 Hermes FB links to Video on Website Van Bourgonien eMail Announces Catalog in Mail Dec. 20 2013 Facebook post; www.hermes.com/vestiaire_ah13 January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 30. 30 EDITORIAL CALENDAR REQUIRED FOR CONTROL http://www.woodst.com/blog/wood-street-journal/copywriting-web-content/content-marketing-using-content-to-win-business-and-build-trust-part-four/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 31. 31 DEVELOPING VISIBILITY TO ACQUIRE NEW CUSTOMERS AND CREATE LOYALTY IN EXISTING CUSTOMERS January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 32. 32 SEARCH REMAINS MOST IMPORTANT CHANNEL FOR CUSTOMER ACQUISITION http://www.mckinsey.com/Insights/Marketing_Sales/Why_marketers_should_keep_sending_you_emails?cid=other-eml-alt-mip-mck-oth-1401 January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 33. 33 GOOGLE PAGE-RANKING FACTORS http://moz.com/blog/ranking-factors-2013 January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 34. 34 MARKETERS SEE SHIFT FROM TRADITIONAL FACTORS Factors Increasing in Importance • Value to Users • Authorship • Structured Data January 2014 To Accompany Internet Marketing, 3rd ed. “rules that standardize the structure and content of the webpage” https://developers.google.com/custom-search/docs/structured_data • Social Signals http://moz.com/blog/ranking-factors-2013 Mary Lou Roberts and Debra Zahay
- 35. 35 KEYS TO SEO REMAIN • Links • Demonstrate the Credibility of Your Site • On-Page Factors • Content, Title Tag, URL, Alt Tags for Images http://moz.com/learn/seo/on-page-factors • Keywords and Keyphrases • Users More Likely to Use 2 or 3 Words Than 1 When Searching • The Importance of Keyword Relevance Remains the Same • The Tools for Locating Relevant Keywords Remain the Same • e.g. Google Keyword Tool and Google (search) Trends January 2014 To Accompany Internet Marketing, 3rd ed. Source: Andy Crestodina, Orbit Media Studios Mary Lou Roberts and Debra Zahay
- 36. 36 THE WORLD OF SEARCH CONTINUES TO EVOLVE Google Introduced the Hummingbird Algorithm in Sept. 2013 with Few Specifics on How It Works According to Tech Crunch: The main focus, and something that went repeated many a time, was that the new algorithm allows Google to more quickly parse full questions (as opposed to parsing searches word-by-word), and to identify and rank answers to those questions from the content they’ve indexed. http://searchenginewatch.com/article/2297160/Google-Hummingbird-Takes-Flight-Biggest-Change-to-Search-Since-Caffeine January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 37. 37 WHAT TO EXPECT FROM SEARCH IN THE NEAR FUTURE • Mobile – 50% of Searchers Start on Mobile • Mobile = Voice Search; Siri, for example • More Natural Language, Long and Complex Queries • Semantic Search Becomes More Accurate • Results Refined on Basis of Intent and Context (e.g. location) • Content Must Meet the Needs of the Target Audience • Content Must Have Authority – Come From Trusted Sources • Importance of Social Signals • Recommendations by Users, Sharing of Content, Credibility of Author • Using Search Queries to Build Knowledge Bases and Improve Search Results • Links are Good – If Readers Follow Them • Google+ Is at the Heart of Google’s Efforts to Improve Search Results http://socialmediatoday.com/steve-rayson/1796646/10-ways-googles-hummingbird-will-shape-future-seo-and-content-marketing January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 38. 38 ASSESSING EFFECTIVENESS TO IMPROVE STRATEGY January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 39. 39 WHAT A WORKING CM STRATEGY LOOKS LIKE • Metrics Matter – Using the Right Ones Matters Even More • CM Plays Many Roles • Customer Acquisition, Lead Generation Most Common • Also Can Improve Positioning, Brand Development, PR • Maximize Awareness, Distribution Among Target Audiences • Collect and Use Relevant Data for Bold Strategies • Use Existing Corporate Content to Create Good Stories • Multiple Platforms, Including Print, Are Essential http://www.theguardian.com/media-network-outbrain-partner-zone/content-marketing-success-measurement January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 40. 40 RED BULL HAS PRIZE-WINNING CM PROGRAM January 2014 To Accompany Internet Marketing, 3rd ed. http://kapost.com/kapost-50-content-marketing/# RedBull http://www.redbullstratos.com/ Mary Lou Roberts and Debra Zahay
- 41. 41 RED BULL EXAMPLE USES A MIX OF WEBSITE, PLATFORM-SPECIFIC METRICS Provided by Twitter Available from Google Analytics Available from Google Analytics Provided by LinkedIn Available from Google Analytics Metrics Platforms Increasingly Integrate Both Types of Metrics January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 42. 42 TYPES OF METRICS THAT CAN BE USED Page Views Video Views Document Views Downloads Social Chatter http://www.slideshare.net/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics?ref=http://contentmarketinginstitute.com/2012/11/a-field-guide-to-the-4-types-of-content-marketing-metrics-ebook/ January 2014 To Accompany Internet Marketing, 3rd ed. Likes, Shares, Tweets, +1s, Pins Forwards Inbound Links Form Completion, Downloads Email Subscriptions Blog Subscriptions Blog Comments Conversion Rate Calculate the ROI Of Your Content Marketing Investment Mary Lou Roberts and Debra Zahay
- 43. 43 WHAT METRICS ARE MARKETERS USING? FROM 2014 CONTENT MARKETING TRENDS, CMI & MKTING PROFS January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 44. 44 DOES HAVING A GOOD CONTENT MARKETING STRATEGY – AND EXECUTING IT WELL – MAKE A DIFFERENCE? January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 45. 45 DIFFERENCES BETWEEN EFFECTIVE, NOT EFFECTIVE CONTENT MARKETERS FROM 2014 CONTENT MARKETING TRENDS, CMI & MKTING PROFS January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 46. 46 STEPS IN ASSESSING EFFECTIVENESS OF BRAND CM • Identify Top KPIs • Key Performance Indicators are Metrics that are Tied Directly to Business Success • Adapt Strategy to Stages in the Customer Buying Process • Collect and Analyze the Necessary Metrics Data • Establish Benchmarks and Prioritize Goals • Continuously (Daily) Update Metrics, Monitor Goal Achievement http://contentmarketinginstitute.com/2013/11/build-scorecard-measure-content-marketing/ January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 47. 47 ACKNOWLEDGMENTS • Andy Cresodia, Orbit Media Studios, Content Marketing Presentation • Ron Vining, Aspire Lifestyles, Content Marketing: Visualizing Your Story to Connect with New Audiences Across Omni-channel Media https://app.box.com/s/5y9ynpm9qovgrpn3lg7q#! • Debra Zahay, Aurora University, How Content Marketing Makes Sense of Social Media http://www.slideshare.net/zahayblatz/contentmarketingkishslideshare07112013-pdf January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 48. 48 ADDITIONAL RESOURCES • Content Marketing Institute http://contentmarketinginstitute.com/ • The Ultimate Beginners Guide to Inbound Marketing http://pocketyourshop.wordpress.com/2014/01/04/ultimate-beginners-guide-to-inbound-marketing/ • How Search Engines Rank Web Pages http://searchenginewatch.com/article/2064539/How-Search-Engines-Rank-Web-Pages • Periodic Table of Content http://www.orbitmedia.com/blog/content-chemistry/ • 4 Changes Google is Making and How They Affect Content Creation http://www.forbes.com/sites/johnhall/2014/01/05/4-changes-google-is-making-and-how-they-affect-content-creation/ • See, Think, Do: A Content, Marketing and Measurement Business Framework http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/ • The Blueprint for a Real Content Marketing Plan http://www.clickz.com/clickz/column/2320979/the-blueprint-for-a-real-content-marketing-plan?utm_term=&utm_content=lhc-mainlist-p1-item- 2&utm_campaign=CZ.Weekly.EU.A.U&utm_medium=Email&utm_source=CZ.DCM.Editors_Updates • 70+ Epic Content Marketing Best Practice Tips. . . http://econsultancy.com/blog/63014-70-epic-content-marketing-best-practice-tips-stats-blog-posts-and-more January 2014 To Accompany Internet Marketing, 3rd ed.
Notes de l'éditeur
- The content marketing coverage in Chapter 10 is actually called ‘demand generation,’ a sign of how far this aspect of Internet marketing has come in the 2 years since that chapter was written. Juan Eloqua put out a number of “Grande Guides” but he seems to have since been retired http://blog.eloqua.com/introducing-juan-eloqua-the-grande-guides/ It was a good story and remains a good introduction to content marketing. However, it was an example. This is an attempt to impose a strategic framework on a rapidly-growing field in order to help our students remain current in the field. The notes pages are intended to help in the teaching of the material and to tie it in with other aspects of the text.
- While there may be some hype in both these statements, it is clear that content on demand is the ultimate requirement of customers—both B2C and B2B—today. That is different from a marketing campaign with a specific start and stop date.
- This should be useful way to engage students and get them thinking about the subject. I’d be surprised if their responses are not considerable more narrow than the tool of content marketing turns out to be.
- This article has a discussion of the definition, stats from a recent survey, and links to additional resources. http://contentmarketinginstitute.com/2014/10/fewer-people-using-content-marketing/?utm_medium=email&utm_source=Act-On+Software&utm_content=email&utm_campaign=Why%20Fewer%20People%20Are%20Using%20Content%20Marketing%20u2014%20and%20Why%20It%27s%20Good%20News&utm_term=READ%20THIS%20ARTICLE
- Are content marketing and mobile marketing strategically interrelated? It seems to me that the ubiquitous nature of mobile helps feed the demand for content. Isn’t content preferable to advertising on the smaller mobile screen? And don’t people want information, not sales messages, anyway?
- Marketers continue to shift their budgets toward content marketing. Social and SEO are integral parts of CM, which will be discussed as the presentation goes on.
- It’s necessary to have content that engages people. That’ a role for the brand marketing team. It’s not about the MOST content; it’s about the BEST. But they also have to be able to find that content. It must be distributed on platforms that reach the target market. Platforms must work together (optimization). Content must often be repurposed—promote a blog post on twitter, for example. Content must be searchable. Writing for search is important, as are SEO techniques used when distributing content. Relevant analytics must then be used to assess effectiveness and point the way to strategy improvement. Ebook The Content Marketing Framework http://contentmarketinginstitute.com/wp-content/uploads/2013/03/CMI_Framework.pdf on which this concept is based
- The brand story forms the basis for all content, no matter what the format or the communications channels used. Whether you call it the brand story or the brand promise, it is the essence of the brand. Communicating the story in engaging, relevant and impactful ways is at the heart of content marketing. There are many communications channels and each may require “repurposing” of content to fit the format—just so the brand story is not lost.
- A good mix of RELEVANT content is important. And it’s important to realize that not all original content has to be created from scratch. Existing content, whether it has yet been digitized or not, should be identified, repurposed as necessary, and used. Just be sure to avoid “brochureware.” There’s nothing more boring than a sales brochure saved to a pdf and thrown up on the website. We are all curators these days. Each time a user posts a link on a Facebook page or on Twitter with a comment, that’s curation. The marketing trick is how to handle the volume of material available and deal with it in a meaningful way. We are all familiar with the concept of syndication. If you are interested in going deeper, look at 4 Myths about Content Syndication http://blog.newscred.com/article/four-myths-about-content-syndication/bac98acd8e31b45918e185eeb0b31249 which has a link to a whitepaper on effective use of content by brand marketers.
- There are many more types of content, but this graphic is useful, especially in pointing out the low/high effort dimension. A good editorial calendar (slide 27) balances a the chosen content formats in a way that makes the best use of available resources.
- Communications Purposes—entertain, educate,, persuade, convert Different communications platforms work best for different communications purposes. This slide uses the term “consumer decision process” on the assumption that term is more familiar to students that the currently-popular “funnel.” The marketing funnel is discussed in various parts of the text including the B2B and metrics chapters. The MOZ version of the marketing funnel is based on metrics, a plus. http://moz.com/blog/building-your-marketing-funnel-with-google-analytics This post has lots of funnels. It ends with the MOZ funnel and the types of tools that are appropriate in each step. http://inboundbound.com/strategic-content-planning-with-the-marketing-funnel
- The requirement of Google, and the other search engines, for quality content-which they don’t actually define-is not new and it has occasioned discussion in the SEO community for several years. It continues to do so http://blog.hubspot.com/marketing/google-guidelines-high-quality-content-var In the meantime, Google has revised its algorithm many times. This chart gives an excellent idea of just how much search marketers have to keep up with. http://moz.com/google-algorithm-change
- While the quality standards may seem fuzzy, the following list of techniques to avoid is specific https://support.google.com/webmasters/answer/35769?hl=en#3 And Google makes it clear that websites can be blacklisted for violation of the guidelines. This is a subject under constant discussion, especially by the SEO community. Search “what is quality content” to find recent posts.
- Storytelling doesn’t seem to have been part of the marketer’s vocabulary until recently. Case studies may be the exception, although they haven’t been called stories. The emphasis on storytelling—instead of advertising—is an essential element of content marketing.
- Blue Hills Farm is well-known in the organic farming community as a symbol of the success of the organic concept. It is well-known to the New York City food community, especially the “locavores,” who travel to Westchester to the Stone Barns restaurant or search out NYC restaurants that are supplied by Blue Hill.
- Intel has long been a leader in B2B advertising. Now it is a leader in content marketing to business professionals. http://www.intelfreepress.com/about
- UNICEF has multiple Pinterest boards, although this seems the most successful. It is definitely the most active. Is there a correlation? Social media is important to non-profits for a number of reasons including its ability to reach people at low cost. Here’s another post with good advice and a few other examples. http://www.nonprofitquarterly.org/policysocial-context/22584-8-tips-on-the-effective-use-of-social-media-for-social-good.html Remember charity:Water in Chapter 1.
- This link has good examples of using images in the storytelling process http://heidicohen.com/images-how-to-tell-your-brand-story-examples/
- http://www.brewdog.com/equityforpunks This link has a 2-minute video that explains their strategy which includes both crowdfunding their business and attracting customers to their (very strong) beer, There are other examples at http://econsultancy.com/blog/63980-nine-of-the-best-examples-of-content-marketing-from-2013 There are content marketing programs from both B2C and B2B brands. One thing that is especially interesting is the number of different media channels that are used as well as the creativity with which they are used.
- It’s important for students to realize that there is no commonly-accepted definition of “customer engagement.” That creates a difficult measurement problem. Here is one short definition—with qualifications: So let me start by offering a new definition: “Customer engagement is the science of optimizing the relationship between consumer behavior and a company’s objectives to produce the most profitable outcome.” To really understand this definition though, we need a few clarifications. First, keep in mind that consumer behavior is a complex equation, factoring in the customers’ needs, lifestyle, use of technology and exposure to other marketing messages. The company’s objectives are not necessarily a sale; they can be brand awareness, establishing a community, or fan retention. And “profitable” doesn’t mean tallying up sales at the end of the quarter—customer engagement involves complex customer analytics that are generally applied to maximize long term customer value. http://www.quaero.com/blog/422-what_s_customer_engagement_again_and_how_do_you_stack_up I’d encourage you to search for other definitions. Or you may want to encourage your students to do so. They’ll find lots of good tips on how to do it—but what “it” is remains fuzzy.
- This is a pretty traditional list of important Internet communications channels. When considering the importance of the website students should keep in mind the importance of the call to action as part of distributed content. The call to action should lead readers to a landing page or to the website itself. In the end the goal is sales, although it an be difficult for marketers to attribute a sale to one of many content pieces to which they have been exposed. Was it the last piece, the first piece, or one of several in between? Not an easy problem to resolve.
- The concepts of paid, owned and earned media are covered in Chapter 9, Social Media Marketing.
- This is a decision each brand must make for itself, but data on the most popular channels at least provide a starting point for testing.
- We are all familiar with the concept of optimizing individual pieces of content. For example, optimizing web pages is covered in detail in Chapter 8. The concept of optimizing a content marketing strategy is more complex. It requires integrating multiple content dissemination platforms for maximum impact on the target audience. That means controlling timing as well as content. That is why an editorial calendar is essential (slide 27). Key Performance Indicators are defined in the metrics section. They are discussed in the metrics chapter of the text.
- This is a more tactical, how-to, guide to optimizing content marketing
- The Hermes Facebook posting (December 20) links to their website. www.hermes.com/vestiaire_ah13 This is the link to the video, in French with English subtitles. It’s long and wordy; is that a cultural difference or a luxury marketing one? The email from a supplier of plants and other gardening supplies is an increasingly-common way to try to draw attention to catalogs. Catalogs are expensive and often have a short shelf life as both the fashion and the gardening examples show. Both are probably only pieces of optimized content campaigns which may well include blogs and twitter and perhaps other social media.
- http://www.woodst.com/blog/wood-street-journal/copywriting-web-content/content-marketing-using-content-to-win-business-and-build-trust-part-four/ This link has an exercise on creating a content calendar that you might like to use. It is the 4th part of a series. The second post, also good, is about creating personas and also has an exercise that could be used or assigned.
- There is no use having all this wonderful content if actual and potential customers can’t find it.
- Search hasn’t decreased in importance, but the way it is used has. Two observable changes are mobile search and use of longer search strings. If, as the chart suggests, use of search is leveling off, email is trending upward. Social continues to be a poor channel for acquiring new customers.
- The correlational study from which this chart and the one that follows is done once every 2 years. The lengthy, and rather technical, blog post gives a great deal of good data for the search professional—or the student who wishes to become one. Continue to remind students that Google and the other search engines do not reveal their search algorithms. Their webmaster pages, do however, tell programmers what the rules are and how not to violate them. That explains the need to correlate known search factors with the rankings of the pages on which they are found.
- Another way to try to understand the search algorithms is to ask search marketers what is working for them. That is the data behind this chart.
- http://www.keyworddiscovery.com/keyword-stats.html Each of the factors is discussed in detail in Chapter 8, Search Marketing.
- At this writing, Hummingbird is the latest major algorithm update. The quote from Tech Crunch is part of the coverage of the announcement press conference by Amit Singhai, a Google SVP. He described the Hummingbird algorithm as the culmination of 15 years of work at Google. And no, no one seems to know why the animal names (Panda, etc)
- These search trends suggest evolution, not revolutionary change in the space—at least for now.
- This section is intentionally brief on the assumption that the metrics chapter, Chapter 14, has not yet been covered. There are useful links in the notes pages that follow and on the resources slide if you wish to go into more depth. It would be a good idea to copy Slide 39 and integrate it into the presentation of Chapter 14 when you do cover it. Most students are not familiar with the topic of metrics and they find it tough sledding. Repetition helps. The same is true of topics surrounding search marketing.
- This excellent article in the Guardian uses British examples, submitted for a content marketing award. You might want to follow up some of them for case examples.
- This link has 49 more winners of content marketing awards. http://kapost.com/kapost-50-content-marketing/
- Not only is there not a single metric that measures CM success, there is not a single category of metrics that works. The metrics that are chosen by the marketer must always be based on objectives. Note that these are not necessarily Red Bull metrics. They are the metrics chosen to evaluate the many CM programs that were submitted to this particular contest.
- There are many ways to organize the complex subject of web metrics, but this one makes sense in this context. The link has an example of a calculation of ROI on content marketing investment that you might want to use.
- The B2B vs B2C comparisons are more different than the other comparisons shown in this presentation. They represent the overwhelming use of CM in B2B for lead generation. B2C marketers are more likely to use CM for brand development than for communications that can be linked directly to sales, although direct sales is high on the B2C list also.
- These charts are taken from the studies referenced in Slide 21. Note that the effectiveness metric is self-rating of effectiveness by marketers, not computations of ROI or sales that can be directly attributed to CM
- This slide emphasis the careful strategic thinking and planning that goes into a good content marketing strategy.