Fix Your Broken Content Strategy
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Brands want to make a big content splash, but is that the best strategy? Stop relying on long shots and adopt a more pragmatic approach to content. Content marketing expert Arik Hanson provides step-by-step instructions for developing a winning content strategy.
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Fix Your Broken Content Strategy
- 1. The webinar will start shortly Did you know? Vocus makes it easy to distribute, amplify and measure your content. The Vocus PR Suite is a one stop shop for all your PR needs, including sending targeted press releases, promoting content on social and measuring the results. ACH
- 2. The webinar will start shortly Did you know? You can also find e-books and white papers chock full of best practices and current industry trends. Check it all out on our website, www.vocus.com under Resources – White Papers! ACH
- 3. The webinar will start shortly Presentation slides can be downloaded from the “learn more” tab in the webinar console ACH
- 4. The webinar will start shortly ACH #VocusWebinar
- 5. Your Content Strategy is Broken. Here’s How to Fix It. Cision November 13, 2014 ACH Cision
- 6. Your content strategy is broken. Admit it. ACH TE CONNECTIVITY
- 7. More noise than ever before ACH Cision
- 8. ACH And, you’re battling this… Cision
- 9. Marketers/PRs know it’s a challenge … yet we fail to fully prepare. • “My content marketing is not effective.” • “Producing engaging content is my biggest content marketing challenge.” • “But, I don’t have a documented strategy.” ACH Cision
- 10. How did we get here? ACH Cision
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- 12. ACH Look familiar? Cision
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- 16. What do we do now? ACH Cision
- 17. 1: Conduct a comprehensive content audit ACH Cision
- 18. Review & Analyze: • Existing content across all social channels • Data sources (Facebook Insights, Google Analytics, etc.) ACH Cision
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- 21. Review & Analyze: • Anecdotal feedback from customers/fans • Anecdotal feedback from employees/leadership • 3-4 competitors/brands you admire ACH Cision
- 22. Identify: o What content already exists that you’re not already using? o What content does your client/company want? o What content do your actually customers want? o Find a mix that works for your company/client (and lean more toward the customer-focused content) ACH Cision
- 23. 2: Identify resources • In-house • Agency • Independent • Robots? ACH Cision
- 24. In-House: Pros • Less ramp-up time • Knows your brand better • Quick access to internal SMEs In-House: Cons • Not always best resource • Existing political barriers may provide roadblocks ACH Cision
- 25. Agency: Pros • Access to more “human resources” • Get much-needed outside perspective • All-in-one package Agency: Cons • More expensive • Longer dating cycle ACH Cision
- 26. Independent: Pros • What you see is what you get • Big fish, small pond Independent: Cons • Just one person means…just one person ACH Cision
- 27. Robots? • Wordsmith • 2,000 simple articles per second • Not as “robotic” as you might think • Boon to personalized content (and reports) ACH Cision
- 28. 3: Create a content plan of attack ACH Cision
- 29. First, ask yourself: What’s our mission? ACH Cision
- 30. Long-form content -> Micro-content ACH Cision
- 31. “Content Cornerstones” ACH Cision
- 32. #1: Stay true to your brand voice, values and mission. ACH Cision
- 33. #2: Create content your customers will find USEFUL (or entertaining). ACH Cision
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- 35. #3: Amplify your customers’ best content. ACH Cision
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- 37. #4: Focus on content that builds pride. ACH Cision
- 38. #5: Inspire your customers through powerful images (and video) ACH Cision
- 39. #6: Tell rich, meaningful stories about the people who make up your company. ACH Cision
- 40. #7: Be a resource (and build brand affinity and trust) ACH Cision
- 41. #8: Focus SIGNFICANT effort on headlines ACH Cision
- 42. Identify your “sources” • Organizational “connectors” • Customers • Vendors/Partners • Front-line employees • Customer service • Executives ACH Cision
- 43. Then, think about what about content YOU can create? • Round-up posts • Q&A from the sales team • How-to’s • Interviews (trade shows, events, etc.) • Book reviews • Lists (with stats to back them up) • Case studies • Summarizing comments ACH Cision
- 44. You know who’s really good at this? ACH Cision
- 45. 4: How are you going to distribute the content? ACH Cision
- 46. DISTRIBUTE • Social • Email • Repurpose (LinkedIn publishing, Medium) ACH Cision
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- 50. Keep this in mind… ACH Cision
- 51. You know who’s really good at this? ACH Cision
- 52. 5: Do you plan to amplify your content? ACH Cision
- 53. AMPLIFY • Social advertising • Sponsored content • Syndication ACH Cision
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- 57. You know who’s really good at this? ACH Cision
- 58. 6: And finally, how do you measure? ACH Cision
- 59. MEASURE • Google Analytics • Social signals • “Engaged time”/”Attention time” • Visitor loyalty • Don’t forget: Email metrics ACH Cision
- 60. arikhanson.com @arikhanson arik@arikhanson.com ACH Cision
- 61. Question and Answer ACH Please enter your questions for the speaker in the Q&A box of your audience console. Alternatively you may tweet your questions using #VocusWebinar.
- 62. The Vocus Family About Vocus, A Cision Company Cision is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communication professionals use Cision to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of campaigns. Cision, which recently combined with Vocus, also represents the Gorkana Group, Visible Technologies, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers and maintains offices in Canada, England, France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter. PR Suite Online News Releases Publicity Email Marketing @Vocus @PRWeb @Helpareporter @iContact ACH
Notes de l'éditeur
- This just in: Organic FB engagement is down. WAY DOWN. And, just recently, FB is now giving users even MORE tools to unfollow brands and other users, making it even MORE difficult to cut through the clutter.
- Only 38% of B2B marketers rate their content marketing as effective. 54% of B2B marketers see producing engaging content as their biggest content marketing challenge. Only 35% of B2B marketers have a documented content strategy. Source: Content Marketing Institute/MarketingProfs
- The social media guru told me about the power of engaging content!
- The social media guru told me about the power of engaging content!
- Everyone wanted to follow Oreo…
- And, to a lesser extent, brands like the Belize Tourism Board have glamorized “real time marketing” too by gaining HUGE media attention and winning industry awards. 300 million media impressions 8-1 positive to negative mentions (up from 1-1)
- Some cats are just plain lazy…
- Hit the pause button, reset expectations and conduct a content audit
- Glean insights Example: Look at the posts above that we boosted as part of a recent client campaign. Compare apples to apples Then, noticed that the post with the most comments didn’t even ASK for engagement—it was a point of pride post
- Most pages in top 15 centered around programs/NFP side. So, that impacted our content strategy. Don’t focus TOO much on the sales/retail posts. More focus on the programming. Mix in smaller amounts of sales posts.
- What content already exists: employee stories, white papers, slide decks, “forgotten” content What does client/company want? Most likely content that SELLS (promotional) What do actual customers want? Most likely, content that is useful or content that entertains. Sleep Number as example—third party content, content that informs, top-of-funnel content. If you’re going to say you’re a customer-focused org, then why is it that content marketing is so me-focused? Shouldn’t content marketing be more focused on the customer, too?
- Sleep Number example Deliver personalized sleep experiences. Third-party content/reviews. We know people do online research before buying a bed. Don’t really try to get too cute—stay true to our mission.
- Bike Walk Move example Social content strategy: Develop one big piece of content around annual bike/walk count numbers. Break it apart into smaller pieces we could use for months on end. Broke apart into: FB posts, outdoor advertising, poster graphics at events, email content/graphics, print advertising Results: Best $5,000 we spent during campaign. Social posts featuring these graphics were among our most liked/commented on throughout the campaign.
- Don’t: Mimic what other brands are doing.
- Don’t: Play off popular social memes.
- Metrics: 12 million views, 9,000 comments Ikea Singapore Poking fun at Apple in a fun, smart way
- Don’t: Promote meaningless holidays (Mattress Firm—Better Breakfast Month)
- Phonak—probably struggles to get photos since audiologists own the channel
- Don’t: Try to become the next Oreo. Instead, inspire pride with fans/customers. Usually spurs engagement. Builds trust/affinity. Nurtures relationship. Even can encourage them to share as a point of pride.
- Don’t: Promote your products and services too much Meanwhile, Gatorade is producing videos like THIS. One of the best videos I’ve seen this year by a brand. I could have seen a media company producing this.
- Don’t: Talk about events only you care about. Microsoft Stories—one of best content sites on the web by a brand Kevin White story—lead with wine-making, how he used big data
- Don’t: Resist the urge to get too cute. Hilton Suggests uses this account to help travelers abroad—usually with things that have nothing to do with Hilton
- Don’t: Focus on creating content. Focus on creating headlines! If you don’t have an interesting headline, no one will ever read your content. Write 3-5 headlines for EACH social post Other sources of inspiration for headlines: NY Post, HuffPo, Copyblogger, Cosmo
- Not how far Executives are down the list…
- All content you can create WITHOUT a ton of input from the client. Then, find a mix that works—content where you NEED client input, and content where you DO NOT need client input
- Buffer
- Use me as an example for LinkedIn Talk about Jeff Jones case study on LinkedIn
- Use me as an example for LinkedIn Talk about Jeff Jones case study on LinkedIn
- Southwest Airlines’ Gary Kelly Repurposing content they’re using in other spots
- Bruce Broussard—Humana Talks about a lot of topics that are important to Humana—more personal way.
- Is your site/wherever you’re pushing customers to optimized for mobile? Make sure it is, because a growing percentage of your customers are….
- Daily email—VERY easy to read on my mobile Top story always timely Bottom two mix of evergreen content and content that drives leads
- Sponsored content—you’re going to see this spike in the years ahead
- Amplification is a strategy we employ with Sleep Number’s Careers FB page. In this case, it allows us to target by geography, interest and, level of degree.
- At UCare, one way we got their Health Smarts blog off the ground was by using sponsored posts in BringMeTheNews, a local news aggregator, to drive traffic. 60% of blog traffic is coming from referrals (third-party sites); 44% of those referrals are coming from Bring Me The News
- We syndicated content from the BikeWalkMove blog to a local publication named “Southwest Journal” back in 2012 as part of this campaign. The idea? To simply repurpose blog content we were already creating in the mainstream media as a way to reach out target audience (in this case, people within the city who may bike/walk more often). This column is still going strong to this day for this client.
- Intel—sponsored content on the Verge. 10-part video series featuring people working with technology in different industries. Right fit (tech=Verge), good storytelling (video via mobile).
- 63% of B2B marketers use web site traffic as their key metric to measure content marketing effectiveness.—NEED MORE THAN THAT! Important: Don’t just chase likes/comments. Make sure you’re measuring the right things (social signals PLUS page views, return readers, sign-ups, etc.)
- Before we get started, let’s give you a quick idea of what we will be covering today:
- Before we get started, let’s give you a quick idea of what we will be covering today: