The document provides guidance on building an effective content marketing strategy in 3 steps:
1. Plan the strategy by understanding audiences, setting goals, conducting audits, and allocating budgets.
2. Create and publish content by mapping it to the customer journey, balancing formats, and increasing frequency.
3. Measure performance using metrics like traffic, engagement, conversions and share of voice to optimize the strategy.
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A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
1. How to Plan + Build a
Content Marketing Strategy
Liz Bedor
Brand Strategist, NewsCred
@lizbedor
#ThinkContent
2. There’s been a fundamental
shift in the way we create,
consume and share content.
4.5 BILLION
pieces of content
are shared
every day
1.8 BILLION
photos are uploaded
and shared
700 MILLION
snapchats
are sent
500 MILLION
tweets are
posted
#ThinkContent @lizbedor
4. We choose
what matters.
We follow, like, subscribe and
recommend only the things we
actually care about.
#ThinkContent @lizbedor
5. We need to stop interrupting
what people are interested in and be
what people are interested in.
Craig Davis
”
“
#ThinkContent @lizbedor
6. Content Marketing = Brand Publishing
• Delivering content your audience wants
• Content published continuously and consistently
• Seeks to answer customer questions across the buyer journey
• Managing content as a strategic asset with ROI
#ThinkContent @lizbedor
7. Content Marketing ≠ Advertising
• Not advertising or PR
• Not campaign-based
• Not promotional
• Not brand-led
#ThinkContent @lizbedor
9. 1 Documented content strategy
2 Have managing editor
3 Consistently publish quality content
4 Map content to consumer journey
5 Balance paid, owned, and earned Media
6 Focus on content subscribers
7 Track content marketing ROI
Key Factors to Content Marketing Success:
#ThinkContent @lizbedor
10. Give Yourself a Grade
BEST PRACTICE R Y G
Have a Documented Content Strategy
Have Managing Editor
Consistently Publish Quality, Variety of Content
Map Content to Consumer Journey
Balance Paid, Earned, Owned Media
Focus on Content Subscriptions
Track Content Marketing ROI
Overall:
?
#ThinkContent @lizbedor
11. Why is it Important to Have a
Documented Content Strategy?
* Content Marketing World
EFFECTIVE CONTENT MARKETERS INEFFECTIVE CONTENT MARKETERS
DOCUMENTED CONTENT MARKETING STRATEGY
HAS A CONTENT MARKETING STRATEGY
NO STRATEGY
54% 11%
41% 44%
3% 44%
#ThinkContent @lizbedor
12. Discovery Destination Team Editorial
Customer
Journey
Measurement Optimization
• Audience analysis
• Business case
• Current state
• Budget
• Branding
• Design
• Platform
• Integrations
• Agency
• NewsCred
• Internal teams
• Structure
• Topics
• Types
• Tone
• SEO
• Content by stage
• Conversions
• Subscriptions
• Retention
• Define report
• Tools/software
• What / when
• Content
• Platform
• Distribution
The Content Marketing Roadmap
#ThinkContent @lizbedor
14. Understand Your Audience
• Who are they?
• What do they care about?
• What are their challenges?
• Where do they get their information?
• When do they consume this information?
• What devices do they use?
• How much expertise does your audience already possess?
• Does your audience know who you are?
• How does your audience feel about you?
• What questions do they expect you to answer?
@lizbedor
15. Build the Content Marketing Business Case
Do Your Research
Internally
Set Appropriate
Goals
Align Program Goals
with Company
Objectives
Ask for a
Realistic Budget
Find the costs and
ROI of other marketing
departments
Understand what
metrics your
organization’s
leadership cares
about most
Set goals that are
realistic and expected
in order for your
program to be
considered a success
Ask for the moon and
the stars, with the
hope of just getting the
moon
#ThinkContent @lizbedor
16. BRAND HEALTH
How your digital audience feels about you.
BRAND AWARENESS/PERCEPTION
How many of your early-stage prospects are finding their way to your company website?
CONVERSIONS
Prospects who became customers because of content you provided them.
RETENTION
Clients who continue to use your products and services.
Identify the Content Marketing Business Case
@lizbedor
17. Conduct a Content Audit to Understand Current State
1. COST 2. UTILIZATION 3. PERFORMANCE
#ThinkContent @lizbedor
18. Find the Budget
Calculate the Costs of
Unused Content
Borrow Budget from
Underperforming
Digital Assets
Approach Budgeted
Teams with a
Partnership Opportunity
#ThinkContent @lizbedor
20. • Create a space for the content
to live to get the most out of
your marketing
• Consolidate fragmented digital
content and present a one-
stop-shop environment
Determine Where Your Content Will Live
#ThinkContent @lizbedor
21. BRANDED NON-BRANDED
Pros Pros
Strong domain authority delivers search traffic
Repairing trust issues with audience from
history of too much promotional content
Associate with positive brand perception
Changing brand perception / disassociate
from current brand perception
Cons Cons
Audience may discredit content for being
promotional
Forfeit existing domain authority search traffic
Associate with negative brand perception
Comparing Branded vs. Non-branded
22. www.pepsi.com
• Associates Pepsi with pop culture
+ music
• Looks and feels like Pepsi
• Pepsi contests and products
promoted in some content
• Leverages Pepsi domain authority
Branded: Pepsi’s Pepsi Pulse
#ThinkContent
23. www.makeup.com
• Only disclaimer that it is powered
by L’Oreal is at very bottom of site
• Reads like beauty magazine
• “Shop the Story” links to L’Oreal
products
• Links to L’Oreal social sites
Non-branded: L ’Oréal’s Makeup.com
#ThinkContent
24. www.content-loop.com
• “Powered by Capgemini” tag at
top of page
• Content does not mention or
promote Capgemini services
• Only Capgemini CTAs and
banner advertisements
Somewhere Between: Capgemini’s Content Loop
#ThinkContent
26. Managing
Editor
Strategizes,
writes,
and oversees
content projects
to ensure brand
consistency and
alignment with
business
objectives.
Community
Manager
Distributes content
across social
channels, engages
online communities,
and contributes to
content projects.
Designer
Brings content to life
through the user
experience and rich
visuals.
Contributors
Any content creator-
blogger,
photographer,
designer — who
contributes to your
project.
SEO / Paid
Specialist
Manages the paid
distribution of
content online.
Analyst
Defines best/ worst
performers,
conversion
optimization and
measurement
communications.
Curator
Finds and re-
purposes the best
content from your
business and from
around the web.
A Successful Content Marketing Program Requires a
Dedicated Team of Experts
#ThinkContent @lizbedor
27. The Importance of a Managing Editor
Create +
Manage
Editorial
Calendar
Top-level view of
everything you’re
pushing out to the
web
Align strategy with
overall business
goals
Maintain
Website
Updates
SEO meta data
Formatting, tagging
images and videos
Categorizing +
tagging posts
Author data
Update static pages
Supervise
Writer Network
Suggest ideal topics
Enforce tone of voice
Ask for revisions
Communicate with
writers
Edit, Format,
Schedule,
Publish
Enforce consistency
Be the voice of the
company
Know content well
enough to inject
internal links
Reference upcoming
events or webinars
Test + Optimize
Test plugins
Demo new products
#ThinkContent @lizbedor
30. Buyer Journey Should Fuel Your SEO Keyword Strategy…
Middle
Early
Late
Stage
Persona
Questions/Concerns Keywords
Business
Buyer
Retain
#ThinkContent @lizbedor
31. …Because Ranking High for SEO Keywords Should be a
Core Objective for Your Content Marketing Program
Organic search is
responsible for 64% of all
web traffic
Only 2% of users travel to
the 2nd page of Google
18% of users click on the
first organic listing
Source: Eyetools Inc
#ThinkContent @lizbedor
32. Different Types of Content Serve Different Purposes
Boost credibility and
publishing cadence
Share on-brand stories
created specifically for
your brand
LICENSED CONTENT ORIGNAL CONTENT
USER-GENERATED
CONTENT
Connect your fans and
community, share their
stories and experiences
#ThinkContent @lizbedor
33. Why Licensed Content?
Boost Publishing Cadence Leverage CredibilityCost Efficient
With access to over 160k topics and
millions of articles a day, licensed
content allows you to boost your
publishing cadence.
Licensed content costs 3X less than
original content while driving equal
value in pageviews and shares
(NewsCred).
Licensed content allows you to borrow
credibility from sources your audience
knows and trusts.
#ThinkContent @lizbedor
34. Get the Most Out of Your Original Content by Recycling It
Into Different Formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
#ThinkContent @lizbedor
35. A few times
a year
1-2X per
month
< monthly 1-2X per
week
1 per day More than 1
per day
Increasing Publishing Frequency Increases Organic Traffic
Source: Hubspot, 2015
#ThinkContent @lizbedor
37. Middle-Stage Content
A combination of licensed and custom content that hits on niche topics
specific to your offering and solutions: white papers, case studies, video and
infographics.
Late-Stage Content
Custom content promoting your products and services: tactical guides and
case studies
Customer Stage Content
Consistent cadence and mix of content as well as personalized
recommendations: white papers, case studies, tactical guides
Retain
Evaluation
Purchase
Early-Stage Content
Quality, licensed and custom content around broader, shareable topics that
drives visibility and engagement: blog posts
Awareness
Content Through the Buyer Journey
38. Purchase
Case studies promoting product offering
Evaluation
High-value, gated content on niche topics
Awareness
Content around broad, shareable topics
Retain
Mix of all content
from all stages
How American Express OPEN Fuels the Buyer Journey
#ThinkContent @lizbedor
40. BRAND HEALTH
How your digital audience feels about you.
BRAND AWARENESS/PERCEPTION
How many of your early-stage prospects are finding their way to your company website?
CONVERSIONS
Prospects who became customers because of content you provided them.
RETENTION
Clients who continue to use your products and services.
Identify the Content Marketing Business Case
@lizbedor
41. Measure the Content Marketing Business Case
Paid vs. Organic Search Traffic
Brand Awareness
Organic Search Share of Voice
Unbranded Organic Search Traffic
Cost per Lead
Conversions
Total Conversions
% of Leads Sourced by
Content Marketing
Time on Site
Brand Health
Social Likes
Subscriptions
Repeat Visitors
Bounce Rate
Social Shares / Followers
Share of Voice / Offsite SEO
Value of customer lifecycle
Customer growth
Retention
#ThinkContent @lizbedor
42. Discovery Destination Team Editorial
Customer
Journey
Measurement Optimization
Optimization
Discovery Destination Team Editorial
Customer
Journey
Measurement Optimization
43. Even great content needs a push
The average Hollywood movie spends 50-60% of production budget on distribution.
#ThinkContent @lizbedor
44. After 6 Months, See What’s Working and What Isn’t
• What characteristics do your best performing pieces of content have in common?
• What categories are performing well / poorly?
• What channels are people finding your content through?
• Consider beginning paid distribution for your best content
• Is your bounce rate high? People may not be identifying with your content.
• Are you seeing an increase in conversions?
• What is your most / least shared content?
• How are people interacting with your brand on social?
• What day of the week / time of day performs well / poorly?
#ThinkContent @lizbedor
Namely, one of the biggest transformations is the fundamental shift in the way we create, consume and share content. Every day, over 400 billion pieces of content are shared. Over 700 million snapchats are sent.
This sheer speed and scale of content creation and distribution has drastically changed from even a year or two ago.
…And yet… we tune out the noise. As consumers, we’re hit with over 5,000 marketing messages a day, and yet 90% of them go ignored.
Because, as consumers, we choose only what matters.
We only follow, like, subscribe and share the things that mean something to us personally.
Core components the way we need to think. We need to think different.
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Make
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a lot of people jump into the middle one (what are we going to write?)
Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
Checks indicate Fidelity is currently employing
Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
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Contributors - health management, EBSCO,
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Contributors
- Mobile living
- Accessories team
- Product teams
- NewsCred
- PACE
- Alvin and Cory's team + SEO agency,
1. Will it interest your audience?
Just because you think something is interesting doesn’t mean your audience will. Consider what content they consume and tend to gravitate toward.
2. Can it be distributed effectively to reach them?
You should be able to deliver content to your audience through the platforms they prefer.
3. Does it align with your engagement goals?
When you’re excited about an idea, it can be difficult to look at it objectively. Remember that a good idea isn’t a great idea unless it can help achieve your goals.
4. How is this an original idea?
It’s easy to imitate what you’re used to seeing, but the most effective visual content provides some unique value to viewers. That’s not to say you have to be a visionary; consider ways that you can put an original spin on an old subject or experiment with a new medium.
5. Does it fit your brand?
Just because another cool brand is doing something doesn’t mean it wil translate for your brand. Consider your expertise, your brand voice and your audience. The content you deliver should always align.
1. Will it interest your audience?
Just because you think something is interesting doesn’t mean your audience will. Consider what content they consume and tend to gravitate toward.
2. Can it be distributed effectively to reach them?
You should be able to deliver content to your audience through the platforms they prefer.
3. Does it align with your engagement goals?
When you’re excited about an idea, it can be difficult to look at it objectively. Remember that a good idea isn’t a great idea unless it can help achieve your goals.
4. How is this an original idea?
It’s easy to imitate what you’re used to seeing, but the most effective visual content provides some unique value to viewers. That’s not to say you have to be a visionary; consider ways that you can put an original spin on an old subject or experiment with a new medium.
5. Does it fit your brand?
Just because another cool brand is doing something doesn’t mean it wil translate for your brand. Consider your expertise, your brand voice and your audience. The content you deliver should always align.
Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
Why editorial architecture? Because it’s like building a house. It’s what distinguishes an editorial site from a product site.
Layout and Design
Photos
Voice and Tone
Type of content
Awareness – Can Instagram drive sales?
Evaluation – “How Drybar became a $50 million business”
Purchase – spotlights on card members
Checks indicate Fidelity is currently employing
Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
http://www.forbes.com/sites/quickerbettertech/2015/04/13/boring-brands-can-crush-social-media-and-5-other-things-you-can-learn-from-3m/
Boring Brands on Social