Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business Results

CatalystDigital.com
CREATING IMPACT
7 TIPS FOR CONTENT THAT BUILDS YOUR BRAND & DRIVES BUSINESS RESULTS
DiMottaConsulting.com

CatalystDigital.com
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CatalystDigital.com
Your Speakers For Today’s Webinar
Meghan Lavin,
Director of Marketing,
Catalyst
MODERATOR PRESENTERS
Jennifer DiMotta
Strategic Marketing
Consultant, DiMotta
Consulting
Patty Montano
Search & Social Group
Director, Catalyst

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What We Do
Grow, Enhance & Optimize Your eCommerce Business Today
eCommerce | Digital Marketing | Omnichannel Fulfillment |
Leadership Coaching | Business Transformation

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Poll #1
What best describes content marketing
ownership at your organization?
A. We have a dedicated in-house content marketing team/resource
B. Content marketing is a line item in our marketing team’s remit
C. It is outsourced to an agency partner
D. We are not leveraging content marketing

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What is Content Marketing?
According to the Content Marketing Institute…
“Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined
audience — and, ultimately, to drive profitable customer
action.”

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Tip 1: Defining content
business objectives &
KPIs
Lead with ‘Why’

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Content Marketing Objectives
Buy-in across an organization is critical to Content Marketing success. Those response for Content
Marketing should work to align internally and externally which not only ensures alignment but also lays the
ground for out-of-the-gate success
Internally Align to: Externally Align to:
- Brand Value Proposition - Seasonal trends or hot market topics
- Consumer Targets/Personas - Partners, vendors and brand initiatives
- Company Vision & Goals - Macro relevant events
- Company Objectives - Google/Other search trends
- Department Goals - Competitors or Macro Industry trends

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Content Marketing KPIs
Key Performance Indicators (KPIs) are metrics that provide indications of success to the objective. Often the
objective provides a Lagging Indicator (or a result from the activity or tactics) and KPIs can include both
Lagging and Leader Indicators (or a measure that is indicative of future results). Examples are below:
KPIs Lagging Indicators: KPIs Leading Indicators:
- Revenue - Store or Site Visitors
- Category Sales - Engagement or CTR
- Repeat Customer Rate - Top results in Google or other search
- Customer Satisfaction Rate - Economy Growth or Industry Trends
- Brand Awareness Scores - Viewers of Content (video/editorial)

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Content Marketing Objective & KPI Examples
Example A
Company Objective
Grow total market share in (Brand A) by XX% by FYXX
Content Marketing Objective
Increase millennial following for (Brand A) by XX% across social
and XX% site visitor growth by end of FYXX year
XXX% growth in reach
XXX% growth in engagement
XX% growth in clicks to site

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Example B
Brand Value Proposition
Return to our core expertise in Category A ensuring we spend
80% of our time maximizing all efforts to support sales and profit
growth
Increase Category A editorial and video content, as well as
growth in awareness and engagement of the content, by FYXX
by increasing sales attributed to content engagers by XX%
XX% growth in Category A revenues
XXX% visitor (to content) growth

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Example C
Company Goal
Increase brand awareness across Gen Zs by FYXX
Increase Gen Z consumer reach across social and digital environments by XX%
by FYXX through the growth of expert content developed from top trends, brand
partnerships and consumer feedback
# of Gen Z visitors on site
# of Gen Z engaging in social (sharing, hashtags, likes, etc.)
# of Gen Z consumers (revenue)

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Tip 2: Find the right
content by sourcing
trends in your industry
Being resourceful can be the key to creating strong content

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Be Resourceful in Finding Strong Content Ideas
Sourcing Content Marketing ideas can be easy in this day and age. Prioritization, focusing on finding the best
ideas, comes from using the guardrails of your Content Marketing Objectives and KPIs.
Resource Examples include:
- Internal key partners and field (retail stores)
- Vendors and suppliers
- Customers and visitors
- Competition and Industry
- Google, Amazon and Site Search
- Social and influencers
- Tools and analytics (such as Social Listening)

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Industry Agnostic Trends in 2018
As content marketing becomes more sophisticated and
increasingly important to both brand differentiation as well as
commerce, other trends to support these efforts are critical to
success.
Current Industry-Agnostic Content Trends include:
- Expert Talent
- Resources & Budgets
- Mobile-first Strategy to Content
- Video & Rich Content
- User Generated Content
- Ephemeral Content
- Personalized Content

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Tip 3: Use content to
drive value for your
consumer and brand

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Focus on Consumer Stages in Conversion Funnel
EXPOSURE
Search Engines | Social Media| Content Syndication | Press Blogs |
Referral Links | Email Word of Mouth | Banner Ads | Print | Billboards |
Television | Mobile | Promotions | Direct
DISCOVERY
Target user learns more about products and services on
website, video presentations, webcasts, online chats, phone
call, etc.
CONSIDERATION
Target user considers if product/services are right.
Compares against other products/services and
considers reviews/word of mouth.
CONVERSION
Target user purchases
product or service
CUSTOMER
RELATIONSHIP
MANAGEMENT
Customer fulfillment and relationship
building
RETENTION
Customer upsell/resell, customer
appreciation campaign, build positive
reviews and testimonials.
All stages in the funnel, from Awareness to Retention,
benefit from a smartened Content Marketing function
Top of Funnel = Go Where The Consumers Are
Acquire trends from search and social and lean in to those
trends to capture existing, similar and new audiences
Bottom of the Funnel = Consumers Come To You
Consumers love you at this stage, they are looking for you
to add value to their lives. Find opportunities to show your
brand’s value and strength in your industry

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Tip 4: Navigate internal
ownership and seek
strong partnerships

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Navigate Internal Ownership and Structure
Companies continue to struggle with silos and over/too much collaboration can impact speed to market and
accuracy/quality of outputs. Content Marketing is smartened by leveraging expertise and critical thinkers across an
organization and could be the perfect ‘guinea pig’ to cross-functional collaboration and high impact execution.
Three tips that create a starting point to achieving successful in an organization beginning their path of Content
Marketing:
Tip 1 – Find The Right Leader: The leader’s most critical activity is to find the most effective and influential cross-
functional team, lead the team to through the strategy to plan evolution and ensure constant motivation within the
team as well as at the organization’s leadership level.
Tip 2 – Form a Cross-Functional Team: A cross-functional team should be accountable for defining the vision,
strategy, goals, simplified end-to-end process, motivated landscape and ensuring agility and effectiveness.
Tip 3 – Develop a 90-Day Pilot: A 90-Day Pilot sets a stake in the ground identifying a timeframe to come back
together and deep dive assess all aspects from the strategy to the process to the execution. It’s a critical timeframe
to make any major changes as minor modifications should be made in real-time and along the way.

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Seek Strong Partnerships and Collaboration
Ideation
Prioritization
Planning
Execution
Organization Wide
Inputs From All Partners
Decisions & How To’s Not Discussed
Key Accountable Partners
Voting Methodology
Impact vs. Effort Focus
Accountable, Executing Partners
Only
Execution Partners

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Tip 5: Utilize Key Media
Channels to Maximize
Content Visibility
Finding the right channels to amplify your content

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Consumer Centric Strategy = Channel Agnostic
Do:
- Be Channel Agnostic When Planning Concepts
- Design Formats and Messaging First
- Ensure A Governance of Channel Execution
- Content Should Be Governed and Managed Centrally (ie. Site platform or CMS)
- Allow Channel Owners to tweak formats based on best experience in channel (ie. Email, social,
etc.)
- Measure Impact Holistically as well as Channel by Channel
Don’t:
- Design Content From One Channel
- Keep Content Sourced From Only One Channel
- Use Different Headlines/Hooks – Maintain Messaging Governance
- Ignore the Insights providing valuable modifications to future strategies and plans
- Forget about offline opportunities for high priority campaigns – Direct Mail, PR, etc.
Strategy
Social
Site
AdvertisingSearch
Email

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What is Amplification?
The use of paid and owned channels
to promote and distribute content,
with the goals of moving new and
existing users through the sales
funnel, and earning brand
awareness

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Making Sense of Amplification
Awareness
ConsiderationContent
Purchase

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• Programmatic/display
• Paid social
• PR
• Blogging
• SEO
• Influencer Marketing
Awareness
• Paid search
• Social retargeting
• Email marketing
• Organic Social
Research &
Consideration
• Search remarketing
• Email
• SEO (Landing page optimization)
Conversion

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Not All Content Should Be Amplified
Only promote your very best content
• Only 1-2% of your content of your best
content
• Be the first to publish (break the story)
• Content should be original

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Content Creation Starts with the Audience
1. Start with business objectives and goals
2. Define targeted audiences in addition to owned audiences, by platform
3. Define desired actions for each audience and how success will be measured
4. Determine content, cadence, and distribution plan
5. Create a precise measurement plan that feeds back into objectives and goals
DistributionObjectives ActionsAudience MeasurementContent

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Tip 6: Using Search &
Social Channels to
Further Amplify
Paid Search, Organic Search, Social

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Content Marketing Needs SEO & SEO Needs Content Marketing
• Content
• Keyword Optimization
• Build authority of site
• Create page authority of the content
• SEO needs Link backs
• Best links come from publishing really
awesome content and allowing links
back to it
SEO
Content
Marketing

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Promote Great Content with Social
Full Funnel Approach by Objective
Ad Type: Video & Photo Posts
Targeting: Broad Interest
Ad TypeSocial KPI
Sales/Sign-ups/Downloads
Ad Type: CTA
Targeting: CRM & Purchase Based
Targeting
Creative: Retargeting
CPM
REACH + FREQUENCY
Ad Type
Social KPI
Social KPI
Ad Type
CPM
REACH + FREQUENCY
Awareness & Consideration
Deliver brand messages at scale
against a qualified audience
Intent
Build familiarity and affinity with
video and always-on
Conversion
Drive action
online &
offline
Ad Type: Multi Product Ad/Link
Page Post/Video
Targeting: Affinity/ Re-targeting
Creative: Sequential Messaging

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Search Remarketing to Drive Targeted Amplification
Be Purposefully Selective
• Use Customer Match (lead) Lists
• Segmenting leads by Most Likely to
Convert
• Site Visitors (RLSA)
• Those who have already performed
soft conversions on site
• Those who converted on last piece of
content but still haven't made it to
lead status

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Tip 7: Measurement
Ensure KPIs Align with the Business Objective

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• Programmatic/display
• Paid social
• PR
• Blogging
• SEO
• Influencer Marketing
Awareness
• Paid search
• Social retargeting
• Email marketing
• Organic Social
Research &
Consideration
• Search remarketing
• Email
• SEO (Landing page optimization)
Impressions
Ad Recall
Brand Lift
CPM
Clicks
CTR
Open rate
Conversion rate
Cost per lead
Cost per acquisition
KPIs
Conversion

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Thank you!
That’s A Wrap!

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Don’t Miss Catalyst’s Next Webinar
Catalyst & Google Present:
GDN Game Changers: 4 Tips for Greater Audience
Reach & Better Business Results
April 5, 2018
1:15 pm ET
Register: Go to CatalystDigital.com, and go to the
“Digital Marketing Webinars” under “About” for a list of
all upcoming up webinars

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The DiMotta Method
With over 20 years of driving aggressive and profitable eCommerce
growth, Jennifer has developed a highly rated assessment called The
DiMotta Method. Her assessments provide companies rich value-
added insights and expert-driven recommendations regardless of
where the client is in their eCommerce evolution.
She focuses on 7 different areas while interviewing, analyzing and
assessing the business: People, Strategy, Technology, Performance,
Consumer Experience, Omnichannel and Marketplaces/Partnerships.
Interested in learning more? Contact Jennifer at
Jennifer@DiMottaConsulting.com, visit DiMottaConsulting.com
or call Jennifer at 703-570-5545

CatalystDigital.com
Questions?
Submit via your GoToWebinar panel or drop us a line:
Jennifer: Jennifer@DiMottaConsulting.com
Catalyst: Info@CatalystDigital.com

Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business Results

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Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business Results