8 Biggest Mistakes Content Marketers Make and How to Avoid Them
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The document outlines the 8 biggest mistakes content marketers make and how to avoid them. They are: 1) not knowing your audience, 2) not defining your strategy, 3) not understanding existing content, 4) producing more content for the sake of volume rather than impact, 5) working in isolation rather than collaborating, 6) failing to evolve with new formats, 7) ineffective distribution, and 8) not tying content to ROI metrics. The presentation provides tips on how to research audiences, document strategies and processes, evaluate existing content, focus on quality over quantity, collaborate cross-functionally, test new formats, leverage various distribution channels, and set goals and metrics for content.
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8 Biggest Mistakes Content Marketers Make and How to Avoid Them
- 1. 8 Biggest Mistakes Content Marketers Make & How to Avoid Them Ellen Gomes Sr. Content Marketing Manager
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 About Me • Sr. Content Marketing Manager at Marketo • Fun Fact: I’m a fanatical pet mom... check out @pudge_the_corgi • I’m hip, I’m cool, I’m on twitter: @egomes1019
- 3. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar Housekeeping
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 1 NOT KNOWING YOUR AUDIENCE
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Content Across The Lifecycle Content is the glue that holds people’s interest throughout the entire customer lifecycle. @egomes1019
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Do research ‒ Create personas ‒ Document your personas ‒ Understand how to talk to your personas across the lifecycle @egomes1019
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 2 NOT DEFINING YOUR STRATEGY
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 A Documented Content Strategy Is Critical
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Create a Style Guide • Who is your company? • Who do you sell to? • Who makes up the content team? • Style and writing tone • Grammar guidelines • Content types and structure • Content promotion
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Create Process Documents
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Build a Creative Brief • What is your content idea? • What key topic does this address? • What form should the content ideally take? • What business goal does this content support? • Who is the target audience? • What voice should this content have? • What goals are you trying to achieve? • What is the main thesis you want to get across? • Where will this be promoted and when? • What is the due date?
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Create and Share Editorial Calendars • What is the asset or blog topic? • Who is the intended audience? • Which content team member owns the project management? • When is it expected to publish? • Where is it in the production process? • Who requested it?
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ WRITE IT DOWN ‒ Document your goals ‒ Document your process ‒ Document your style guide ‒ SHARE THEM @egomes1019
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 3 NOT UNDERSTANDING WHAT CONTENT ALREADY EXISTS
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Be a Content Librarian Understand what content exists and where • How old is it? • What format? • How well did it perform? • How can people find it?
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Understand what you have ‒ Identify any gaps ‒ What worked? What did not? @egomes1019
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 4 FALLING INTO THE TRAP OF “MORE”
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Content Marketing Is Important
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Businesses Are Investing More
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 There is Pressure for “MORE” Content
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 More ≠ Better Yay! No!
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Understand what you already have (step 3) ‒ Use what you have strategically ‒ Don’t be afraid to say ‘no’ @egomes1019
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 5 PRODUCING CONTENT ON AN ISLAND
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Content + SEO SEO makes sure you are found + Content makes being found, easier and more engaging
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Content + Social Content Requests Content Produced Distribution on Social Engagement Feedback & Results “Social media users have risen by 176M in the last year, with 12 new active mobile social users joining every second.” —Social Media Today
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Include Others Internal Employee Blogging Rewards Program • A program micro-site and ebook that includes: • Incentives and Recognition • Introduce them to content team • Submission and approval process • Content guidelines • Writing resources
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Collaborate with other teams ‒ Ask for input ‒ Make content a whole organization effort @egomes1019
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 6 FALLING BEHIND THE TIMES
- 38. Evolve
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Don’t Rinse & Repeat • Definitive Guides • Ebooks • Infographics • Micrographics • Interactive Content • Activity Books/Worksheets • Articles • Presentations • Webinars • Blog • Streaming Video • Video • Creative Emails • And more… “Think Outside The Ebook”
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Understand what success looks like for you ‒ Be willing to test new formats @egomes1019
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 7 NOT DISTRIBUTING YOUR CONTENT EFFECTIVELY
- 42. More than 3.5 Billion people, around the world, use the internet
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 You’re Creating Relevant Content Higher Ed B2B: Enterprise HealthcareConsumer Competitor Customers
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Leverage Behaviors & Personas Higher Education Healthcare Enterprises
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Use the right tools ‒ Deliver the right content to the right person ‒ Create a cross-channel, personal experience @egomes1019
- 46. Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 8 FAILING TO TIE YOUR CONTENT TO ROI
- 47. Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Measurement is Still a Challenge For Many Content Marketers
- 49. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Define Your Metrics Early 1 •Lift in website traffic, new visitors, social shares, referring domains, form fill outs, comments and site interactions 2 •Subscription to email or RSS, new names, % new names per program 3 •# Leads (right demographics, desired behavior), investment per lead 4 •Engagement score for set of programs per month 5 • # of opportunities 6 •First Touch Ratio 7 •Multi Touch Ratio 8 • Pipeline
- 50. Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 5: Understand Your Results Tie your Content to revenue Watched our demo video on home page Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with a Social Post Connected with Sales Rep 3 months $100K $100K First Touch
- 51. Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 5: Understand Your Results Watched Our Demo Video on Home page Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with a Social Post Connected with Sales Rep$25K $0 $25K $25K $100K $25K 3 months Multi Touch
- 52. Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Example: A Program Designed to be Measureable 955 shares (blog) 10.8K downloads 440 new names $35.7K MT pipeline
- 53. Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 Track All Touches Across All People
- 54. Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 9/20/2016 ‒ Set goals at the start of any content asset ‒ Build measurement into your process ‒ Track content beyond early-stage metrics ‒ ITERATE: Use your metrics to make future content decisions @egomes1019
- 55. Top 8 Mistakes Content Marketers Make 1. Not Knowing Your Audience 2. Not Defining Your Strategy 3. Not Understanding What Content Already Exists 4. Falling Into the Trap of “More” 5. Producing Content on an Island 6. Falling Behind the Times 7. Not Distributing Your Content Effectively 8. Not Tying Your Content to ROI @egomes1019
- 56. Top Takeaways (or, how to avoid mistakes): • Research & understand your audience • Write your content strategy & process down • Understand the content you already have • Create content for impact, not volume • Be a content collaborator • Trendy IS valuable • Make sure your content is seen—have a solid distribution plan • Set goals early, measure your impact & iterate @egomes1019
Notes de l'éditeur
- Update with new cover from visual brand deck.
- And with that let’s get going!
- We all make mistakes, it’s part of the human experience, but in today’s presentation I am going to cover some of the most common mistakes that content marketers make, some of the big ones, and then talk about what you can do to avoid them.
- Not knowing your audience- today, content is The most powerful way that you can reach your audience but if you don’t know who they are and aren’t able to offer a relevant experience, you’
- there is lots of noise out there - buyers are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe four. What makes something recognizable. There isn’t a secret sauce or recipe… but there are some things you can do to be on the right path and one of those is to know your audience. Take some time out to think about you audience Who are they? What do they care about? How do they talk?
- You may already have customer or buyer personas. But if you don’t or you need to revise them, here are some questions you may want to ask
- Make it real. Write your persona’s down--share them broadly with your team… this will help ensure consistency of message and tone and make for a better customer experience An example for a consumer org.
- Example for a B2B org.
- Content is the glue that holds people’s interest throughout the entire customer lifecycle. It’s the new currency, it’s the value exchange throughout the entire journey- and deeply understanding your audiences helps you develop valuable content for them across the entire customer lifecycle
- (58% of the most effective B2C marketers have a documented content marketing strategy). 48-50% of the most effective B2C and B2B marketers have a documented editorial mission statement B2b 53% of the most effective marketers have a documented content marketing strategy 40% of the least effective marketers have no strategy at all.
- Includes repurposing without a strategy
- Approximately 80% of Consumer Marketers say they plan to produce more content this year 76% of B2B Marketers plan to produce more content Content Marketing Institute and Marketing Profs data
- Push bacK on “more”- Is more content going to really move the needle? Repurposing willy nilly falls into this There are organizational issues– you may be a small team or siloed team and the notion of more is either unfeasible or going to get lost. What can you create and spend your energy doing, distributing etc, that WILL move the needle. Volume is not the answer. While many marketers report adding budget for content initiatives, many of us still work on lean teams, or siloed global teams. But this noise has also created a world of information abundance - buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you
- Maybe you’re a team of one or two and maybe you’re a large global enterprise. With the focus and investment on content across all organizations– producing content on an island can be a problem.
- It isn’t this– sipping mai tais, writing a blog
- But more like this. You spend time building content that you think is important and it doesn’t have the impact you want it to. Or, you realize that you are creating duplicate content to another department or team in your organization. Creating a collaborative team is work, and being open is hard because you invite critique and other opinions but at the end of the day it’s what makes a huge difference in the success of content at your organization.
- Content and Social Media are a dynamic duo OR in nerdier terms- a true symbiotic relationship where the relationship is mutually beneficial to both parties. A fortuitous circle.
- Is your content the fanny pack and overalls outfit? Staying on trend is a critical way to engage your audience.
- Be the Madonna of content. Reinvent your look. Go where the buyers are. This is huge when you think about mobile, social media, platforms in the last 2-3 years that have emerged as content distribution and engagement engines that didn’t exist before. It changes the game for content marketers, which is exciting but also really important to stay on top of it.
- Sometimes you need to create new content, but not always. Smart repurposing can serve your content team and social media goals. don't think about traditional content– what is interesting/entertaining/relevant for your audience?
- Testing may seem like a luxury, but it is critical to your success There is no way to incrementally optimize your campaigns without testing Without testing you are just taking a shot in the dark and hoping it works out So how do you get started?
- WHY is content so important? That’s more than 40%-- and that likely encompasses ALL of your buyers. Today, people everywhere go online for information, research products, and engage with each other and brands. And content is how you engage them throughout the ENTIRE lifecycle
- But how are you getting that relevant content in front of your audience?
- With the right tools, and team structure you can deliver a personalized relevant message across channels. Marketing Automation is a great way to do this– allowing you to listen to a buyers activities and respond with the next message—across a variety of channels
- As organizations invest more in content than ever before there is the need to show the impact of that investment.
- So how can you crack that nut and really demonstrate the awesome power of you content?
- First step is to understand your metrics early. From writing down your goals in your content strategy and content briefs, you should have some defined goals for each piece you create. Next is taking your metrics to next level. Measure more than early stage metrics—which is where many marketers get caught. Often this means have a tool to help you. Whether that’s marketing automation or google analytics. Here we’ll look at some example metrics from marketo– from early stage progressing to mid stage (where a solution like marketing automation comes into play) to late stage, really your revenue metrics.
- This is really important because if you do not have a way to measure impact – it will be nearly impossible to report back on your goals. Using Marketing Automation like Marketo, it is very easy to look at metrics like I am showing on this slide. For this Definitive Guide, I can look at early metrics like ‘downloaded’ all the way to pipeline – which ultimately is the most important.
- Not just the program touches. When someone gins and opp. Tag your content.