Content Marketing Framework for 2015 and Beyond
•Download as PPTX, PDF•
0 likes•200 views
Content Marketing Framework for the Trapeze Group
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (19)
Similar to Content Marketing Framework for 2015 and Beyond
Similar to Content Marketing Framework for 2015 and Beyond (20)
Recently uploaded
Recently uploaded (20)
Content Marketing Framework for 2015 and Beyond
- 1. CONTENTMARKETING Strategy for 2015 and Beyond @beck.pura December, 4, 2015 There’s more to the point than getting from A to B
- 2. FRAMEWORK
- 3. STRATEGY
- 4. A LOT OF EXISTINGCONTENT (and someone has to mine through it!)
- 5. To get this We must do this We have a wealth of usable content at our fingertips, however …
- 6. CONTENT INVENTORY ASSESSMENT & AUDIT What is the overall quality of our content across all channels? Is it accessible and does it accurately reflect our brand?
- 8. CONTENT INVENTORY ASSESSMENT & AUDIT • Measure bounce rates, unique visits, time spent on page, most popular pages • What gets shared the most? • What keywords were searched? • Where are our visitors located? • What are the sources of traffic and inbound links WEBSITE Determine what receives the most and least amount of traffic .
- 9. CONTENT INVENTORY ASSESSMENT & AUDIT WEBSITE Use Google tools, metrics, heat maps to determine where our strengths and weaknesses are • Make content more accessible by minimizing clicks • Ensure all Social networks are properly linked • Implement Sitemap (XML) update for easy navigation • Improve onsite SEO (optimize copy, images, urls, meta descriptions)
- 10. CONTENT INVENTORY ASSESSMENT & AUDIT Blog • Extract information from white papers, edit to make it more current and relevant, repurpose as blog • White papers can often consist of 3-4 posts, engage audience with a series of posts • Automate sharing on social dashboard (Hootsuite), schedule releases accordingly • Push email signups/notifications on blog to generate MQL • Ensure all copy is SEO friendly, including supporting images/video • Curate content (existing blogs) from industry professionals and stakeholders to gain influence • Create email campaign with every post
- 11. CONTENT INVENTORY ASSESSMENT & AUDIT Blog Increase number of blog posts per week! Sweet Spot: 2,000 Words A 2,000 word blog post is more likely to: • Get shared on social networks • Receive likes by right audience • Forwarded by email • Show when B2B searches are queried Algorithim Changes and More… • Search engines score websites on quality, relevance, style, and length of content • originality and length • Penalties for plagiarism
- 12. CONTENT INVENTORY ASSESSMENT & AUDIT Email Marketing Grow Subscriber Base, Increase Conversion Rates Landing in the right inbox • Create separate mailing lists and distribute to targeted audiences • Include calls to action (forward, read more, sign up for webinar etc. • Implement opportunities to sign up for emails on website • Automate emails using email marketing tools (i.e. Mailchimp) • Measure open rates based on audience, subject lines • Measure CTR to determine which links, headlines, subjects audience find most appealing
- 13. CONTENT INVENTORY ASSESSMENT & AUDIT • Develop thought leadership by leading twitter chats • Curate existing content from industry influencers • Modify existing shares (same share, different verbiage/image) • Integrate paid campaigns to expand reach • Measure shares/metrics • Engage with followers who share and like posts SOCIAL MEDIA Use Social Network Dashboard (e.g. Hootsuite) to automateTweets and posts!
- 14. Pull Strategy
- 16. Lead Nurture Campaign • During the awareness stage blogs, infographics and videos are effective • We’re visual learners and like to be pulled in by images • Compelling content is likely to be shared
- 17. Our existing clients are faced with new challenges everyday. Market qualified leads want to see quantified proof and evidence of deliverables Account Based Marketing • Blogs • Whitepapers • Case studies • Videos Treat individual accounts as their own market, and create content that is personalized and targeted toward them Initial Sales and the Upsell
- 18. Final Push – Getting Content to Decision Makers Converting MQL to SQL • Offer live-demo • Free trials • Implementation guides • Webinars • Share conference itinerary
- 19. Shareable Informative News Breaking Reactive Relatable Current High Quality Versatile with the ability to work across channels Most Importantly, Content should be: