Content marketing in one hour - a lecture

All about content marketing
in 1 hour
CEU BS, 27 06 2015

„Content marketing provides value for the receiver,
he pays with his own quality time in return. It’s a win-win.”
Where from can you know me? DDB, OMD, McCann-MRM, red-stars, iProspect
Hungary, iProspect Turkey, Gravity, Kilgray etc.
Gergely Keresztúri
partner @ Tartalomgyár (Content Factory)

TODAY
Content meets marketing
A broader view on how these two works together
creating a buzzword
Content audit, content value & more
Content= value! How much value we have? Trash
content, superstar content – how we know that?
How does the industry stand today?
Charts tell how important & effictive is that
Microsegmentation
Do you know your customers? It’s not enough to
define a target audience – you will need to roll up
you sleeves.
Let’s plan!
How to plan content marketing?
Content ideas
How to make a content calendar? Tips & tools
01
02
03
04
05
06

THE RECENT MARKETING BUBBLES
Fads or a paradigm shift moments?
Banners Social media CONTENT MARKETING
Search marketing Mobile

• Our start story
• Content creation for agencies, advertisers and media
• No office
• Fully based on freelancers
(~1300 registered, ~250 qualified, ~25 daily)
• Full content marketing solution
OUR STORY IS AN ANSWER
„Creating quality content: a pain in the _ss
for agencies and advertisers”

WHAT IS CONTENT MARKETING?
content
marketing
4
• It’s obviously a compound word
• Different values glued together
• Something new comes out of the two
combined
• To understand the whole, we need to
understand its parts first

WHAT DO YOU THINK?
What is good content like?
• Is it keyword rich?
• Does it generate desire for the
product?
• Does it sell a product?
• Is that something original that Google
values?
• …

CM IS SOMETHING WE STILL HAVE TO LEARN
As most things in technology, the Hungarian market lags behind
• It’s both old and new
• Everyone has opinion about it
• Different point of views, if you’re
• a journalist
• a marketer
• a reader
• a SEO specialist
• A website developer and so on
• No standards or benchmarks yet
• Lots of misconceptions
• It’s expensive
• A blog is not effective
• It’s just for B2B

HOW A CONTENT PRODUCER SEES THAT?
Content: Interesting, useful, important, attractive
What is content?
• Something that a producer (writer,
journalist, photographer, graphic
designer, other artist) or a media would
produce on its own.
• Without an order from a marketer.
• Because he is interested in creating it,
his audience is interested in consuming
it.

HOW A MEDIA BUILDS UP?
AudienceRelevant content Attention Ads
The know how did not change. The players did.
It was media first. Then bloggers. Then companies.
Now everyone.

CONTENT
• IS NOT a necessary step in the website development
process
• IS NOT SEO
• IS NOT ads or a sales pitch

SO WHAT IS CONTENT MARKETING?
Content Marketing Institute

Red Bull is no longer a soft drink manufacturer
Content Marketing Institute
It’s a media company

Blendtec – it was a failure at first
• 8 years in the making
• 150 + videos
• Some with 17M views
• 800k subscribers
• Hundreds of TV shows
• Awards
• Sales and awareness
skyrocketed

Mastercard – award winning UGC
• Travel tips
• Website & mobile app
• http://mastercard.hu/utazas
• Interactive infographics
• Payment habits (cash, cards,
how many ATMs, user feed-
backs)
• How much is that?
• Useful tips from travellers

CONTENT MARKETING SURVEY CHARTS
Will explain the industry

MOST MARKETERS USE CONTENT MARKETING
http://contentmarketinginstitute.com/wp-
content/uploads/2014/10/2015_B2C_Research.pdf
content/uploads/2014/10/2015_B2B_Research.pdf

THEY SEE THAT IT’S EFFECTIVE

THE CONTENT CREATORS ARE HERE AND THERE

GOALS ARE DIFFERENT FOR B2C & B2B

THEY STILL MEASURE IT BY WEBSITE TRAFFIC

MORE & MORE CONTENT IS BEING CREATED

MOST COMPANIES TARGET ONLY A FEW AUDIENCES

B2C & B2B MARKETERS USE VERY DIFFERENT TACTICS (MIX OF TOOLS & CHANNELS)

ONLY A FRACTION OF THE MARKETING BUDGET IS SPENT ON CM

IN, FB, YT, TW

CONTENT IS KING. BUT WHICH CONTENT?

PLANNING YOUR CONTENT MARKETING
0. Content audit
1. Market reseach
2. Goals
3. Audiences (segments)
4. Content plan (ideas)
5. Channels
6. Style
7. Content calendar
8. Native advertising

Why do you need an
inventory check
periodically e.g. in a
shop?
Content inventory
Add values
Mark up todos
@ website redesign
Once in a year
Superstar content
pieces
Trash / outdated
content piaces
Content to be recycled
SEO
CONTENT AUDIT
A long step-by-step guide
https://moz.com/blog/content-audit-tutorial
Arcticle in our blog (in Hungarian):
http://tartalomgyar.blog.hu/2015/02/23/tartalmi_audit
WHEN?HOW? RESULTS?WHY?
?

CONTENT AUDIT TOOLS
• ContKing
• Hungarian startup
• now: free visitor feedback tool
• In the future: content audit tool
• HotJar
• Visitor feedback tool
• (and a lot of other tools too)
• Content-insight.com
• Content audit tool (Free up to 250 pages)
• Excel, the good old one.

CONTENT QUALITY HAS MANY FACES
GOAL FIT
Do I get what I
wanted?
VIRALITY
Does it get shared?
FORMAL QUALITY
Is it free of errors?
Do they fint it in
search?
SEO FRIENDLINESS
Do they like the content?
LIKES
2
4
3
5
1
6
Do they talk about it?
DEBATES

GOAL FIT
Do I get what I
wanted?
3
Only at pages with conversion goals
Conversion rate
If content is just a step in the
purchase process
CTR
If the goal is time spending, brand
awareness etc.
Time spent, bounce %, exit %
Reminder: one page – one goal (one keyword) 
If it’s a landing page, we have to note that

Grammar
10
Illustrations
10
Copycat
Is it copied partly or as
all?
15
Target audience
Is it for them?
10
Editorial
15
FORMAL QUALITY
Is it free of errors?
1
100
Helyesírás
Does it follow editorial
rules? Does it keep the
attention?
SEO
Is it for SEO purpose
only?
10
Links
10
Internal-external links,
sources etc.
Consistency
5
You have: Any error = deduction

Controlled, high quality content with some
smaller dents
„Magazine”
Many, serious content quality issues
„Amateur”
3-5 persons team
85-97
1-3 persons team
70-84
5+ persons team
98-100
1-2 persons
50-69
It’s okay from all aspects
„Ads”
1 person
0-50No comment
„Trash”
Sometimes good, somtemis not
„Freelancer”
FORMAL QUALITY BASED ON THE FINAL CONTENT SCORE

„Magazine”
„Freelancer”
„Ads”
„Amateur”
„Trash”
FORMAL QUALITY BASED ON THE FINAL CONTENT SCORE

SEGMENTATION, CONTENT BUILDING
In a new era

INSPIRATION & SEGMENTS
• Seth Godin: How to get your ideas to spread
• Simon Sinek: How great leaders inspire action
https://www.youtube.com/watch?v=qp0HIF3SfI4https://www.youtube.com/watch?v=xBIVlM435Zg
MUST WATCH

THE TV-INDUSTRIAL COMPLEX
Ads
AttentSale
Profit

SZEGMENTATION – THE CLASSIC WAY
• Geographic
• Demographic
• Lifestyle
• Behavioral

If we can tell a simple sentence like „Those,
who…”
Homogenous, describable
How do we call them? How they call
themselves?
Invocable
They are interested in our message. They
feel that yes, this is just for me!
To whom our message is relevant
Viselkedés. Hol vagyunk a vásárlási
döntéshozási folyamatban? Vagyunk-e épp
abban az élethelyzetben?
To whom our message is in time
„Talk o the ones that are interested!”
MICROSEGMENTATION
We further slice segments till we get an audience

BACK TO MARKETING BASICS: B2B VS. B2C
B2B
Geographic
Obvious – most companies are active at least
regionally
Company size, potential, DMU, urgency
Potential: client needs, what can we sell to them?
DMU: Decision Making Unit.
Urgency: how long sales cycle we expect?
Person
Who are we connected to? What’s his role in the
decision? What is he interested in? Motivation
factors? How mature is the decision?
Demography
Életkor, nem, státusz
Lifestyle, purchasing power
Family status, life status and needs derived from
these
Behaviour
Where is he at the decision making process?
B2C

MICROSEGMENTATION IN REAL LIFE: HOW SHALL WE CHOOSE THE TOPIC?
• A blogpost on content marketing – targeting accountants
(This is microsegmentation…)
How should an accountant choose his blog title?
• Accounting tips
• Taxation advices
• Clever taxation for top management
• Taxation tips for startups
• The effective retailer – how to manage business?
http://tartalomgyar.blog.hu/2015/01/23/egy_konyvelo_is_lehet_kreativ

CONTENT GENERATION
• Keywords (Google Keyword Planner, Ubersuggest etc)
• Look at the lead generation, lead nurturing, sales and CRM
processes. Where are the content needs?
• Research (Surveymonkey, Google Forms)
• Insight / brainstorming (mindmap tools)
• Tools for content generation / overview (Buzzsumo,
ContentForest)
• Topic watch (Google Alerts, Mention.com … Observer)
• Content types – by topic

CONTENT TYPES
https://www.mindmeister.com/407080317/ultimate-list-of-blog-post-ideas

NEWSLETTERS
A few examples on how we are still behind

NEWSLETTER SIGNUPS
Do I belong to the groups this
newsletter targets?
Audience
WIIFM
Value
Is there any additional gift for
signing up?
Incentive
Do I get to know BEFOREHAND
what will happen if sign up?
Promise
Audience
Value
Promise
Incentive
The visitor will not ask you! You need to ask yourself on behalf of them.

WHAT TO TAKE HOME
Content = value
Content marketing is a long term
investment. But you will need to report on
it at the end!
Set goals
To CM, to channels and to content
pieces!
Talk to early adopters
Because they care. All others are very
good in ignoring you!
Create miscrosegments
to be precisely relevant.
Most companies use CM
Both B2C and B2B. Multichannels, multi-
audiences.
Newsletters: promise & delivery
Think with their minds – and
provide them with value. Deliver
your promise!

THANK YOU!
Give me a card and receive 1 hour of
consultation!
http://www.slideshare.net/Greg166/content-marketing-in-one-hour-a-
lecture

Content marketing in one hour - a lecture

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