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Content Marking vs. Content Strategy
- 2. @pvincler Content Marketing: the dissemination of developed content assets
- 3. @pvincler
- 4. @pvincler Ahh…But that’s not a content strategy
- 5. @pvincler Content Strategy: planning for the creation of effective content that meets your stated goals.
- 6. Know your audience Define your goals and asset types Plan your dissemination Develop assets Track engagement Learning and Feedback Content Strategy
- 7. @pvincler Research Step #1 do your…
- 8. @pvincler Research Formal Less-formal Market research firms In-house research staff
- 9. @pvincler Research Deliverables Formal Informal Customer Segmentation Brand Style Guide Persona Development Market Trends Keyword Segmentation Customer Feedback Information that will help center your content efforts squarely on your target audience Formal Less-formal
- 10. @pvincler Five steps to defining a buyer persona: 1. Define their current situation 2. Define their demographics 3. Identify their attributes 4. Understand their preferences 5. Draft the buyer persona value statement Personas “A persona is a composite sketch of a type of customer your company serves.”
- 11. @pvincler Personas - Not actual REI data. For demonstration purposes only
- 12. @pvincler 30% of Sample 45% of Back Pack Spending 44% of Past Year REI Customers 50% of Potential Economic Value for REI I am: • Younger (26-40 yrs on average) • 69% Male • Above average income ($72k) • Blend of Urban and Suburban I Believe: • Experiencing and preserving the outdoors is important • Camping and Backpacking are two different worlds • REI branded products present a good value • Outdoor activities involving 5 or less people is ideal I Seek: • The latest most light weight gear • A liberal return policy • The option of renting expensive items before purchase I Buy: • Highest total spending on backpacks • Average on outdoor clothing spending • Above average cold weather spending • Likely to upgrade gear that isn’t lost or broken • 10% of purchases are online vs. in-store (REI) Media: • Web and smartphone savvy • More than likely on Facebook and Twitter • Visits hiking, gear, and gadget blogs • Less likely to share product reviews online Avid Mountaineer - Not actual REI data. For demonstration purposes only
- 13. @pvincler 20% of Sample 23% of Back Pack Spending 45% of Outdoor Clothing Spend 30% of Potential Economic Value for REI I am: • Younger (18-27 yrs on average) • 70% Female • Average income ($52k) • Suburban I Believe: • Nature helps balance out the traps of modern living • In having lots of adventures in the outdoors and abroad • Being in the outdoors is a great venue for socializing • REI gear and clothing is expensive but worth it I Seek: • Outdoor merchandise that doubles for travel gear • Products that will last over many years of use • Unique apparel and accessories I Buy: • Highest total on outdoor clothing • With more emotional intent • Above average spend on footwear • Average on backpack spending • 20% of purchases are online vs. in-store (REI) Media: • Web and smartphone savvy • Very active on Facebook, Pinterest, and Twitter • Heavy digestion on travel blogs • More likely to share product reviews online Hiker-Traveler - Not actual REI data. For demonstration purposes only
- 14. @pvincler Avid Mountaineer Hiker-Traveler Content Plan: • Stake in total content pie: 30% • Topic Clusters: great destinations, travel planning, activewear social and sharing, and quality Content Examples: • Blog Post: “Why to See Machu Picchu Now and Not Later” • Pinterest Board: REI exclusives • Shoe Product Descriptions: “rugged construction” Content Plan: • Stake in total content pie: 50% • Topic Clusters: product technology, thrive in cold, conservation pack planning , camp culture, try before buy • Primary touch points: REI blog, FB, Twitter, Guest Posting, Email, Content Examples: • Blog Post: “5 latest multi-day packs under 3 Lbs” • Guest Blog Post: “Conservation Meets Vacation above 8000 ft” • Tweet:”Gortex is so 1995, meet Polartec” • Product Description (REI brand item): “best value” - Not actual REI data. For demonstration purposes only
- 15. @pvincler Brand Style Guide • Editorial style and voice • Social Media guidelines • Typography palate • Color palate • Image guidelines • Logo use “The editorial voice is honest, visionary, smart, and caring — editorial analogues to our brand personality attributes: genuine, innovative, exceptional, and involved. The editorial voice seeks to foster an emotional connection between customers and the Adobe brand. Therefore, it must contain life and compel a reaction” A document containing the rules and guidelines for maintaining a brand identity
- 17. @pvincler Ok so now we have…. - A clear idea about who we’re writing for - What kind of content motivates them - Specific guidelines on best to communicate with them …..Now what?
- 18. @pvincler
- 19. @pvincler Step #2 Answer this question: “What do you want your content to do?”
- 20. @pvincler • Convey your brand? • Generate a lead? • Sell a product? • Tell a story? • Get shared? • Generate search traffic? • All of the above? • Something else? Do you want it to..
- 21. @pvincler - Product descriptions - Landing pages - On-site articles - Off-site articles - Email campaigns - Catalog covers - Blog posts - FB posts - Forum posts Which asset types do you use? Which don’t you and why? - GG+ posts - Tweets - Pinterest boards - YouTube videos - White papers - E-books - Infographics
- 22. @pvincler Step #3 Put it all together and go for it
- 23. @pvincler Step #4 Track and analyze
- 24. @pvincler Step #4 Track and analyze Things you’ll want to be looking at • Page-level visits • Traffic sources • Bounce rate • Most effective asset types • Most effective topical themes • Post engagement • Post shares/likes • Ad effectiveness
- 25. Know your audience Define your goals and asset types Plan your dissemination Develop assets Track engagement Learning and Feedback Content Strategy
- 28. @pvincler If social media is about right now Search is about now and later
- 29. @pvincler Search & Content Window Theory Social Promotion Search Optimized 5 years later One Week, 800 visits One year, 120k visits Short-term Window Long-term Window 650k visits Legacy Window
- 30. @pvincler Search & Content Window Theory < Week, 3.4 Mil visits Short-term Window Launched July 31st 2010 Long-term Window Six Months Later Legacy Window Today 68 Mil visits 115 Mil visits
- 31. @pvincler Search & Content So what goes into making content search friendly? • The URL • The Page Title • H1 Tag (Make your header this) • Keywords (but not at the expense of quality) • Kick-ass content • All content is unique
- 32. @pvincler Search & Content Google Authorship
- 33. @pvincler Search & Content Google Authorship • Tied to your GG account • Creates a relevancy and trust graph • GG calls this “agent rank” • May become a ranking factor in time
Notes de l'éditeur
- It’s what you’re “doing”…..at the end of the day…..when all the hard work is done.
- Many folks just jump strait to the marketing content – “get it done now” “just do it” “get the money coming in”
- That’s not a content strategy. But where do you begin?
- In a few words here’s what I like to call it
- …and here’s what it might look like
- What do you get if you don’t do research? You get thin content. You get content very similar to what others have written. You get content that perhaps doesn’t add value, and you get content that may not be in the right voice or put in the right place to reach your target audience. So what do I mean by research…
- It can be formal or informal, it really depends on your resources, or that of your client’s, but it should aim at understanding who it is that you’re writing content for, which in most cases is who you’re selling to.
- The purpose
- Provide Commerce is a privately company, and so I can’t share any of our own personas with you, but I can share what this data might look like.Here is an example I’ve made of for a probable segment at REI.
- Provide Commerce is a privately company, and so I can’t share any of our own personas with you, but I can share what this data might look like.Here is an example I’ve made of for a probable segment at REI.
- With the personas developed, you can better plan your content. Each require a different topic set, place targeting, and percentage of the total content pie
- To the right is a description of the editorial voice, as taken from Adobe’s brand style guide. You can it defines in specific terms what the voice sounds like and what it aims to inspire.
- Style guides often contain many examples of how to interpret rules. This is powerful stuff to hand over to an agency or staff copywriter.
- Style guides contain many examples of how to interpret rules in different applications. This is powerful stuff to hand over to an agency or staff copywriter.
- It’s all about the goals
- ..and by answering one very important question, “What do you want your content to do?” In some cases, your goals might be narrow when working with a particular client. If you’re in-house, your more than likely going to want to tackle a number angles.
- …define which of these are for you, write them down.
- …define these, write them down
- …Now you put it all together – in an editorial calendar. You know who you’re writing to, how much to write, what your voice sound like, and for which asset types. Go forward and win.
- …Once you’ve started publishing content, it’s important to measure it’s effectiveness. Yes, one way is sales or leads, but also looking at it from a traditional analytics view can help shape future direction.
- Here are some of the metrics you’ll want to be looking at, and tying back into future programs.
- …content marketing is the end result, well executed because of a solid content strategy.
- …content marketing is the end result, well executed because of a solid content strategy.
- The here is to consider the life-cycle of your content.You want to try an plan for longevity Social equates to “here today, gone tomorrow”. i.e. Wane D
- The power of search based content is that it keeps on giving and givingMore recently, they launched an extended version this page, and monetized it so Antonine can make some money from it.
- There are a number of things but here are the most salient.
- This is not only about visibility, it’s about authority.
- This is not only about visibility, it’s about authority.
- …content marketing is the end result, well executed because of a solid content strategy.