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Content Marketing 101
@thewebbureau
@deanlangasco
1. Intro
2. What is Content Marketing
3. Very little bit of history
4. Industry Success Stories
5. Idea Generation Exercise
6. Applying Learnings
7. Q&A
Content marketing 101
Content marketing 101
The Web Bureau
• Digital Agency of the year 2 years in a row
• Going for 10 years – biggest in NI
• Team of 30 (7 since October)
• Web Design and Development
• E-commerce Experts
• Magento Developers in House
• Stock and systems integration
• Digital Marketing and Strategy
• Social Media and Content Management
• PPC & SEO
• Yoga, very social, vibrant team
What is Content Marketing?
Content marketing 101
Content marketing 101
Content marketing 101
Content marketing 101
Content marketing 101
Content creates
trust, and this has
always been true
Content marketing 101
Content marketing 101
It’s not new
Content marketing 101
How to keep
your plants
watered on
vacation
circa 1910
(UK
Cigarette
company
WILLS)
How to keep
your plants
watered while on
vacation circa
2013 (From
lowe’s via vine)
@thewebbureau
Case Studies / Success Stories
Outsourced Content Marketing
Purina Puppy Chow – Puppyhood.com
Purina – Puppy Chow
EWG (Environmental Working Group) on Buzz Sumo
The Environmental
Working Group’s
mission is to empower
people to live healthier
lives in a healthier
environment. With
breakthrough research
and education, we drive
consumer choice and
civic action.
Content marketing 101
EWG (Environmental Working Group) on Buzz Sumo
E-mail database Donations Sign Petition Downloads
Different ways to outsource content
Founder Aaron Patzer
grew the company to
over 2 million users
within 2 years and sold
the company for $170
Million through creative
blogs, infographics,
slideshows and videos.
(Now 10M)
Became to
Finances what
ESPN is to sports.
It was not just a
finance product
but the centre of
people’s financial
lives.
Q&A’s with influencers with big reach on chosen subjects
Each team had their own blog where they’d
discuss their finances
20-30k e-mails in 8 months
before launch
600 badges free promo
on top blogs before full
launch
Content marketing 101
1.6 Million Facebook fans – 65% of traffic comes from Facebook
3.2 million visits a month to their blog
Post 6 times a day on Facebook, 7 Days – 99% of it driving traffic back to health hub
Syndicate content to partners – creating content that’s
also useful for partners to share on their websites
They don’t share all content on all channels
Instead choose right channel and time for the audiences
engaging with particular content
Bring back content repeatedly – refreshed -Make most of every piece
Content marketing 101
Tip: Set up alert for Content Marketing Case Study and
Content Marketing Case Study on Google Alerts to
learn how different companies and industries use
content marketing for different purposes
Idea Generation Exercise
Outsourcing content
marketing can work
PTC used Content Marketing to go from 0 to 100,000 visitors per month
2 main reasons to outsource:
Don’t have manpower to execute content strategy
You don’t have the expertise to develop or
execute a content strategy
QUESTION: Are you prepared to give team or individual time
and space to create content as part of a strategy? What are
your concerns?
What is currently causing concern about effort being put in?
Know your content marketing goals
@thewebbureau
CREO
TOP 3 GOALS:
LEAD GENERATION
THOUGHT LEADERSHIP
BRAND AWARENESS
Goals dictate what type of content to
produce and also how much.
DISCUSS: What would you priority goal be?
Ours is Thought Leadership
@thewebbureau
Goals can change – If PTC hadn’t re-evaluated their goals after the
launch they would stopped the blog and instead kept going and
reached 100,000 visitors a month in unsexy niche. 70% of the
traffic was new for PTC and potential leads
Content Marketing isn’t always
slow (if you do this)
TOP 3 GOALS:
LEAD GENERATION
THOUGHT LEADERSHIP
BRAND AWARENESS
Goals dictate what type of content to
produce and also how much.
DISCUSS: What would you priority goal be?
Ours is Thought Leadership
It usually takes
time to get these
kind of results…
BUT possible to
get results much
faster if you have:
1. A really
interesting
idea
2. And do
extensive
PromotionGroove 105 comments and 1000+ subscribers from
their very first post
Q: What is most success had from blog post or content?
Q: Has anyone ever conducted blogger outreach or any similar programme?
Transparency and Content
Marketing go hand-in-hand
Groove shared
fails as well as
successes
Described how
they overcame
those failings
Q: How could you
use transparency to
create compelling
content?
TOP 3 GOALS:
LEAD GENERATION
THOUGHT LEADERSHIP
BRAND AWARENESS
Goals dictate what type of content to
produce and also how much.
DISCUSS: What would you priority goal be?
Ours is Thought Leadership
Always be actionable
Simple in theory: If your content is as
valuable as possible to your customer
you will always succeed.
Not always as simple as that in practice
as many ways to do it
Groove take every opportunity to
show how they worked something
out or tested it. Anything we learn
we could share.
Q. What could you do create
content that’s actionable? D&G
Recommends…
Quality always makes the
difference
VERO: E-mail Marketing Software – 1000 new e-mail subscribers with one content
marketing tactic
Skyscraper Technique
Content marketing 101
Vs
If you improve the quality of your content in as many ways as you can you’ll get amazing results
Influencers can drive explosive
results
Q. Who could you ask for advice for your content that
would then influence them to share that content?
(Kapost Example)
Successful content marketing is
consistent
Easier to achieve results than previous examples.
8-10 strong posts every week led to these results and 1 client is high value to Express
Writers. They were also getting 700 visits a day to their content shop.
Q. What is average client worth? If you got to number one organically for particular
search term what impact would this have?
Different types of content can
help you expand your reach
“Guestographics Technique” Brian Dean - Backlinko
“Guestographics Technique” Brian Dean - Backlinko
Content marketing 101
Great content is nothing without
promotion
ALL CONTENT
NEEDS
PROMOTION
Unless you have huge audience as they will share it for you
Brian’s e-mailed sites who weren’t already linking to his infographic
and asked them to share it resulting in big spike in backlinks.
Q. Are you paying to promote ads or content? Are you promoting
content at all?
Good marketing can be simple
Anyone could do something like this. The difference between Brian and
mediocre marketer is consistency. He doesn’t give up after 10 or 20
websites – he sends the following to 100 of websites and does it for
every single he post he creates.
Just be cause it seems too simplistic doesn’t mean that’s a bad thing.
Simple strategies are good.
Because of content marketing,
our customers will _ _ _ _ _ _ ,
our prospective customers will _
_ _ _ _ _ , and our business will
_ _ _ _ _ _ .
Document this:
People will care about our
content because of _ _ _ _. Our
content will inspire and
motivate them because of _ _ _
_ _.
Document this:
The 4
categories of
Content
Marketing
Metrics
We will know our content is
working because we will track _
_ _ _ _ ,_ _ _ _ _ and _ _ _ _ _.
Document this:
The audiences for our content
marketing are described by this
persona _ _ _ _ _ ,this persona _
_ _ _ _ and this persona _ _ _ _
_.
Document this:
Our buying stages are _ _ _ _ _,
_ _ _ _ _ and _ _ _ _ _. We have
listed all the questions our
personas need to move through
each stage here: _______
Document this:
For each audience need, we will
create content in one or more
ways, and will create a
worksheet to organise content,
timelines, and calls-to-actions.
Document this:
Employee’s Social
Customer’s social
Email (internal and external)
Organic search
Paid Search
Display Ads
Organic Social
Paid social
Guest Posts
Blogger Outreach
Earned Media (PR)
Offline ads
Amplification options
For this piece of
content, we will
amplify it with _____,
_______ and ______.
Document this:
“Care immensely or die”
Gary Vaynerchuk
Q&A
Thank You
@thewebbureau
@deanlangasco
dean@thewebbureau.com

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Content marketing 101

  • 2. 1. Intro 2. What is Content Marketing 3. Very little bit of history 4. Industry Success Stories 5. Idea Generation Exercise 6. Applying Learnings 7. Q&A
  • 5. The Web Bureau • Digital Agency of the year 2 years in a row • Going for 10 years – biggest in NI • Team of 30 (7 since October) • Web Design and Development • E-commerce Experts • Magento Developers in House • Stock and systems integration • Digital Marketing and Strategy • Social Media and Content Management • PPC & SEO • Yoga, very social, vibrant team
  • 6. What is Content Marketing?
  • 12. Content creates trust, and this has always been true
  • 17. How to keep your plants watered on vacation circa 1910 (UK Cigarette company WILLS)
  • 18. How to keep your plants watered while on vacation circa 2013 (From lowe’s via vine)
  • 20. Case Studies / Success Stories
  • 22. Purina Puppy Chow – Puppyhood.com Purina – Puppy Chow
  • 23. EWG (Environmental Working Group) on Buzz Sumo The Environmental Working Group’s mission is to empower people to live healthier lives in a healthier environment. With breakthrough research and education, we drive consumer choice and civic action.
  • 25. EWG (Environmental Working Group) on Buzz Sumo E-mail database Donations Sign Petition Downloads
  • 26. Different ways to outsource content Founder Aaron Patzer grew the company to over 2 million users within 2 years and sold the company for $170 Million through creative blogs, infographics, slideshows and videos. (Now 10M) Became to Finances what ESPN is to sports. It was not just a finance product but the centre of people’s financial lives.
  • 27. Q&A’s with influencers with big reach on chosen subjects Each team had their own blog where they’d discuss their finances 20-30k e-mails in 8 months before launch 600 badges free promo on top blogs before full launch
  • 29. 1.6 Million Facebook fans – 65% of traffic comes from Facebook 3.2 million visits a month to their blog Post 6 times a day on Facebook, 7 Days – 99% of it driving traffic back to health hub Syndicate content to partners – creating content that’s also useful for partners to share on their websites They don’t share all content on all channels Instead choose right channel and time for the audiences engaging with particular content Bring back content repeatedly – refreshed -Make most of every piece
  • 31. Tip: Set up alert for Content Marketing Case Study and Content Marketing Case Study on Google Alerts to learn how different companies and industries use content marketing for different purposes
  • 34. PTC used Content Marketing to go from 0 to 100,000 visitors per month
  • 35. 2 main reasons to outsource: Don’t have manpower to execute content strategy You don’t have the expertise to develop or execute a content strategy QUESTION: Are you prepared to give team or individual time and space to create content as part of a strategy? What are your concerns? What is currently causing concern about effort being put in?
  • 36. Know your content marketing goals
  • 38. TOP 3 GOALS: LEAD GENERATION THOUGHT LEADERSHIP BRAND AWARENESS Goals dictate what type of content to produce and also how much. DISCUSS: What would you priority goal be? Ours is Thought Leadership
  • 39. @thewebbureau Goals can change – If PTC hadn’t re-evaluated their goals after the launch they would stopped the blog and instead kept going and reached 100,000 visitors a month in unsexy niche. 70% of the traffic was new for PTC and potential leads
  • 40. Content Marketing isn’t always slow (if you do this)
  • 41. TOP 3 GOALS: LEAD GENERATION THOUGHT LEADERSHIP BRAND AWARENESS Goals dictate what type of content to produce and also how much. DISCUSS: What would you priority goal be? Ours is Thought Leadership
  • 42. It usually takes time to get these kind of results… BUT possible to get results much faster if you have: 1. A really interesting idea 2. And do extensive PromotionGroove 105 comments and 1000+ subscribers from their very first post Q: What is most success had from blog post or content? Q: Has anyone ever conducted blogger outreach or any similar programme?
  • 44. Groove shared fails as well as successes Described how they overcame those failings Q: How could you use transparency to create compelling content?
  • 45. TOP 3 GOALS: LEAD GENERATION THOUGHT LEADERSHIP BRAND AWARENESS Goals dictate what type of content to produce and also how much. DISCUSS: What would you priority goal be? Ours is Thought Leadership
  • 47. Simple in theory: If your content is as valuable as possible to your customer you will always succeed. Not always as simple as that in practice as many ways to do it Groove take every opportunity to show how they worked something out or tested it. Anything we learn we could share. Q. What could you do create content that’s actionable? D&G Recommends…
  • 48. Quality always makes the difference
  • 49. VERO: E-mail Marketing Software – 1000 new e-mail subscribers with one content marketing tactic
  • 52. Vs If you improve the quality of your content in as many ways as you can you’ll get amazing results
  • 53. Influencers can drive explosive results
  • 54. Q. Who could you ask for advice for your content that would then influence them to share that content? (Kapost Example)
  • 56. Easier to achieve results than previous examples. 8-10 strong posts every week led to these results and 1 client is high value to Express Writers. They were also getting 700 visits a day to their content shop. Q. What is average client worth? If you got to number one organically for particular search term what impact would this have?
  • 57. Different types of content can help you expand your reach
  • 61. Great content is nothing without promotion
  • 62. ALL CONTENT NEEDS PROMOTION Unless you have huge audience as they will share it for you
  • 63. Brian’s e-mailed sites who weren’t already linking to his infographic and asked them to share it resulting in big spike in backlinks. Q. Are you paying to promote ads or content? Are you promoting content at all?
  • 64. Good marketing can be simple
  • 65. Anyone could do something like this. The difference between Brian and mediocre marketer is consistency. He doesn’t give up after 10 or 20 websites – he sends the following to 100 of websites and does it for every single he post he creates. Just be cause it seems too simplistic doesn’t mean that’s a bad thing. Simple strategies are good.
  • 66. Because of content marketing, our customers will _ _ _ _ _ _ , our prospective customers will _ _ _ _ _ _ , and our business will _ _ _ _ _ _ . Document this:
  • 67. People will care about our content because of _ _ _ _. Our content will inspire and motivate them because of _ _ _ _ _. Document this:
  • 69. We will know our content is working because we will track _ _ _ _ _ ,_ _ _ _ _ and _ _ _ _ _. Document this:
  • 70. The audiences for our content marketing are described by this persona _ _ _ _ _ ,this persona _ _ _ _ _ and this persona _ _ _ _ _. Document this:
  • 71. Our buying stages are _ _ _ _ _, _ _ _ _ _ and _ _ _ _ _. We have listed all the questions our personas need to move through each stage here: _______ Document this:
  • 72. For each audience need, we will create content in one or more ways, and will create a worksheet to organise content, timelines, and calls-to-actions. Document this:
  • 73. Employee’s Social Customer’s social Email (internal and external) Organic search Paid Search Display Ads Organic Social Paid social Guest Posts Blogger Outreach Earned Media (PR) Offline ads Amplification options
  • 74. For this piece of content, we will amplify it with _____, _______ and ______. Document this:
  • 75. “Care immensely or die” Gary Vaynerchuk
  • 76. Q&A

Notes de l'éditeur

  1. http://www.kunocreative.com/blog/cleveland-clinics-content-marketing-strategy