Are you engaging with social media or blogging in order to talk about your startup or your product?
Breaking news: you already have a content marketing strategy! While it may not be an official, documented strategy, you likely aren't just producing content for content's sake ;)
You maybe have content goals (if only vague ones), a loose publishing schedule and a general idea of the types of content you plan to publish.
During this 45 min. Workshop, Grégory Nicolaidis will share with you 10 tips to improve your content marketing strategy: how to engage your audience, how to build your reputation, how it can have an impact on your SEO, etc.
Institutions Supporting Small Business Enterprises.pptx
10 rules for a killer content marketing Strategy!
1. Grégory Nicolaidis
CEO - YouLoveWords
The Family / May 12th #16
10 rules for a Killer
content marketing strategy
2. « Content marketing is
»
*Source : Content Marketing Academy
1. a strategic marketing approach
2. focused on creating and distributing valuable, relevant content
3. to attract and retain a clearly-defined audience
4. and, ultimately, to drive profitable customer action
5. 1. Define your goals and KPIs
To remember Tools Key figure
1. Educational
Grow Brand awareness
Thought Leadership
2. Revenue generation
Lead generation
Lead nurturing
3. Customer experience
Loyalty
Customer Service
Build your own KPI’s
Dashboard
Average website conversion
for companies with defined
goals & processes / more
than twice that of companies
without.
5.9% vs 3.8%
*Source : The digital evolution in BtoB Marketing
6. 1. Define your goals and KPIs
Business Goal Content Objectives KPI’s
1. Educational
Grow brand awareness
Thought leadership
• Total attention time
• Avg. finish per engaged story / Engagement rate
• Influencer mentions/shares
• Share of voice / Share of search / Top keywords
2. Revenue
generation
Lead generation
Lead nurturing
• Lead conversions / Avg. lead score / SQLs
• Return visit rate by SQLs / Time to conversion / CPC
3. Customer
experience
Loyalty
Customer service
• Return visitor rate / Email subscription rate /…
• Rating of service tools
7. 2. Find the nice, juicy stuff that will make people care
8. 2. Find the nice, juicy stuff that will make people care
To remember Tools Key figure
1. Stick to your manifesto
2. Define your brand territory
3. Fight the writer’s block
1. Online Manifesto
1000manifestos.com
2. Hubspot.com/blog-topic-
generator
3. EpicBeat
Helps you power your marketing with
trends, content and influencers that matter
4. Travel and visit museums ;-)
64%
of consumers are driven to a
brand by shared values.
*Source : Kapost
11. 3. Test and try new formats
To remember Tools Key Figure
1. Test, try and mix
snack content, long reads,
infographics, gifs, video,
motion.
2. Think mobile first
3. Out of the box
1. Content showroom
blog.youlovewords.com
2. WeDoData.com
for beautiful animated infographics
3. makeagif.com The average decision time to
start reading a content
2 seconds
13. 4. Don’t forget the « marketing » in content marketing
To remember Tools Key figure
1. Insert call to actions (CTA)
2. Your content must be
measurable.
3. Good content means
efficient content for your
audience, not just beautiful.
1. Google Analytics
2. Buzzsumo
Most popular content and where they are
shared.
3. Mailtester.com for newsletters
4. Synomia.fr for data
The average attention span
has dropped from 12
seconds in 2000 to 8
seconds today.
The average attention span
of a goldfish is 9 seconds. ~
8 seconds
*Source : Statistic brain
15. 5. Produce content consistently, even if you are a team of one
To remember Tools Key figure
1. Build your content calendar
2. Estimate time and x2
3. Produce 10 content / month
1. Google Spreadsheet
to build your calendar
2. PlanTheMoment
to find inspiration
3. app.youlovewords.com
to brief your writers
For brands that create 15
blog posts per month
average
1,200
new leads per month
*Source : Kapost
17. 6. Find where your tribe is and reach out for it
To remember Tools Key figure
1. Know your persona by ♥
2. Identify points of contact
3. Address your target / use
triggers
1. makemypersona.com
To build your own persona
2. Campaign Monitor
Tuesday and Thursday @10 am + automation
3. Social Networks
Our tribe in on Linkedin > So we use Pulse
4. Buzzsumo
Most popular content and where they are
shared.
5. Ahrefs
Database of backlinks
57%
B2B customers are half the
way through the purchasing
process before they contact
a sales rep *
*Source : The digital evolution in BtoB Marketing
19. 7. Use SEO, for real
To remember Tools Key figure
1. SEO yes SIR !
- Respect writing rules (H1, H2, subtitle,
metatitle,)
- Use cross linking
2. Identify your keywords
With greatest search volume but lowest
competition
3. Favour natural links
Google Panda is not as cute as it seems.
1. Google adwords keyword
planner
2. Yoast, Seo «for dummies »
3. Keywordtool.io
You shouldn’t use more than
5 keywords per post in a
same article
5
21. 8. Spy with your little eyes
To remember Tools Key figure
1. The good’old google alert
2.Socialmention.com
A tool for monitoring mentions
3. Spyfu.com
A powerful tool that lets you view all data on
competitors’ keywords
1. Suscribe to your competitor’s
website, newsletters & social
media
2. Compare their success with
yours
3. Know what’s trending in your
field
Average daily video views on
Facebook
8 billion
« You are not alone ! »
23. To remember Tools Key figure
1. Be obsessed with figures
2. Check them at least weekly
3. Take quick decisions
1. Google Analytics (again…)
2. Your own monthly report of
the most efficient contents
9. Listen to the numbers and adjust accordingly
10%
Of your content will drive
90% of your traffic
*Source : Inbound writer