Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process.
This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy.
Aquent/AMA Webcast- Content Marketing: How to Sustain It, Find Success, and Scale
1. Content marketing may be the flavor of the past few years, but it's still far too common
for companies to launch a blog or write one white paper before running out of steam.
They rarely see results -- not for lack of trying, but likely for lack of planning,
infrastructure, and process.
This webcast will dig deep into the steps every company must take to set up a
sustainable, successful content marketing strategy.
Content Marketing: How to sustain it, find
success and scale.
2. Seriously, How Do I
actually execute
Content Marketing?
JAY ACUNZO | @JAY_ZO
3. Jay Acunzo | @Jay_zo
(BosContent.com)
(+ VC world soon)
4. Agenda:
• Why Content?
• How to Execute
– Revealing Patterns
– Lean on Three Things
– Visual Playbook
• Resources
• Q&A
(More)
(Less)
Outcome:
22. Title and Content Layout with List
• Add your first bullet point here
• Add your second bullet point here
• Add your third bullet point here
@Jay_zo
Holy Scale, Batman!
29. 29
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo
30. 30
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes
to zero
Unpredictable
traffic
@Jay_zo
31. 31
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by
building inventory.
@Jay_zo
32. 32
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old
posts and inventory
of helpful content.)
@Jay_zo
33. On HubSpot’s Blog
• 70% of traffic from posts older than 1 month
• 50% of top 10 most viewed monthly posts older than 1 month
Huge inventory.
Huge ROI.
@Jay_zo
36. @Jay_zo
2. Personas
Fictional representations of your
ideal customers based on real data
about demographics and behavior,
along with educated speculation
about their personal histories,
motivations, and concerns.
43. Planning Production
Analysis Distribution
Goal
3. Process
Content Team Workflow STOP! Get These First…
• Personas
• Visual workflow tool (my
favorite: Trello)
• Editorial calendar
(spreadsheet or Google
Calendar)
• Idea pipeline (Trello or
Evernote)
• Match metrics to content @Jay_zo
45. 3. Process
Blog +
“Atomize”
Email +
Social
Paid Promotion
Partners +
Outposts
Core
Content
Campaign Playbook
@Jay_zo
Turning This Wheel…
• Core content first
• Blogging as distribution
• Email lists nurture, but
also GROW reach
• Outposts = organic
audience acquisition
• Paid: Taboola, Outbrain,
etc.