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Laurie Paleczny, President, Dash Digital Group
November 18, 2014
CONTENT, CHANNELS
AND CULTURE
Connecting the Content Mark...
The challenge
•  Content marketing is forcing marketing
professionals to rethink how they engage
audiences
•  Hundreds of ...
It’s all about you
What is right for your
•  Business
•  Customer
•  Resources
© Dash Digital Group Inc. 2014
© Dash Digital Group Inc. 2014
Source: The Guardian
The Content Marathon
•  It’s not a race
•  It’s not a campaign
•  Content marketing is a practice
© Dash Digital Group Inc...
Run, Laurie, Run!
Let the parallels begin…
Running is a journey, full of lessons and insights
© Dash Digital Group Inc. 20...
What does it take to win?
•  Goals
•  Focus
•  Tenacity
•  Thrill of accomplishment
•  Willingness to learn (and share)
© ...
DECIDING TO RUN
The First Step
© Dash Digital Group Inc. 2014
Now it’s all about me J
•  First half marathon at 47
•  friend put me up to it
•  Once committed, I took ownership
© Dash...
DEFINE YOUR GOAL(S)
Step Two
© Dash Digital Group Inc. 2014
What does success look like?
•  Content marketing can have many purposes
that benefit your company — what is most
importan...
Start with smaller goals
•  Confirm progress: weekly, monthly, quarterly,
annually
•  Put meaningful metrics in place — kn...
ESTABLISH MEANINGFUL
METRICS
Step Three
Meaningful metrics
•  Don’t take on someone else’s goal
•  What really matters?
© Dash Digital Group Inc. 2014
Measurement Framework
Purpose
Drive specific insights about the quality and
performance of content, amplification, and
con...
Measurement Framework
Goal
Create comprehensive framework that marketers
can use to benchmark and test new tactics (conten...
Measurement Framework
Build effective reports for key stakeholders:
1.  Executives
2.  Managers
3.  Blog owners / authors
...
Sample Framework
© Dash Digital Group Inc. 2014
Content Activity
Amplification
Performance
Amplification
Activity
Engagement...
CHOOSE YOUR TOOLS
Step Four
Right tools that work together
•  The wrong tools will only distract
•  Understand your capability and limitations
•  Stil...
CHOOSE YOUR RUNNING
PARTNER(S)
The Fifth Step
Partner
•  Work with experts who understand your goals
and will run alongside to help you achieve them
•  Partners can int...
PICK THE RIGHT RACE
Step Six
Know which channels matter
•  Where is your target audience?
•  How does engagement differ from channel to
channel?
•  Whi...
Example – financial services
•  Researched how personal finance topics were
discussed in various channels
•  Industry marke...
Research volume of content
© Dash Digital Group Inc. 2014
The culture of the race
Different races have different cultural norms; they
may not be a good fit for you, or to run them,...
Know the channel culture
•  Learn
•  what values and attitudes exist online about your
brand/industry
•  the political, cu...
Who is my target client?
© Dash Digital Group Inc. 2014
MAP YOUR RACE
Step Seven
Content Journey - healthcare
Awareness
Program Info
Partner
Information
About
Benefits
The Team
Interest
Information
White...
Enterprise example – phase 1
•  Global B2B software company
•  Goal: Lower support costs and drive interest in new product...
Enterprise example– phase 2
•  Product blog teams to create practitioner-focused content
•  Useful, step-by-step, includin...
Editorial Calendar
© Dash Digital Group Inc. 2014
PLAN TIME TO RECOVER
Step Eight
Evaluate Performance
•  Marathons take their toll
•  Take time to recover and think about what
worked, what didn’t
•  Enga...
Measurement
•  Have defined goals
•  Have a defined set of tools
•  Understand gaps
•  Structured taxonomy is essential
• ...
Content chain results
Free Software
Registration Page
240
46
58
55
364
9 88
23
8
1
9
267
Guide to
Analytics
901
63
Content chain results
Free Software
Registration Page
240
46
58
55
364
9 88
65
143
1
9
Guide to
Analytics
901
267
63
11
3
KEEP RUNNING
Step Nine
© Dash Digital Group Inc. 2014
Laurie Paleczny
laurie@dashdigitalgroup.com
Connecting the Content Marketing Dots…Content, Channels and Culture with Laurie Paleczny
Connecting the Content Marketing Dots…Content, Channels and Culture with Laurie Paleczny
Connecting the Content Marketing Dots…Content, Channels and Culture with Laurie Paleczny
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Connecting the Content Marketing Dots…Content, Channels and Culture with Laurie Paleczny

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Join Laurie Paleczny as she walks through ten years of experience building content marketing strategies that perform. Given a fragmented measurement universe, with hundreds of digital channels that allow you to explore and understand audience relationships and measure the impact of each channel on business performance across the entire marketing funnel and customer lifecycle, how do you structure programs to capture insight? How do you decide where to participate and what tools to use? Learn the steps to understand the behaviors of your specific audience, assess how and where to deliver their content needs and wrapped in the culture they can be loyal to. Attendees will leave with clear next steps to ensure their content marketing efforts are focused on maximizing ROI, and delivering to specific business goals.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Publié dans : Marketing
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Connecting the Content Marketing Dots…Content, Channels and Culture with Laurie Paleczny

  1. 1. Laurie Paleczny, President, Dash Digital Group November 18, 2014 CONTENT, CHANNELS AND CULTURE Connecting the Content Marketing Dots…
  2. 2. The challenge •  Content marketing is forcing marketing professionals to rethink how they engage audiences •  Hundreds of digital channels offer potential •  How do you decide? •  How do you measure what works and what doesn’t? © Dash Digital Group Inc. 2014
  3. 3. It’s all about you What is right for your •  Business •  Customer •  Resources © Dash Digital Group Inc. 2014
  4. 4. © Dash Digital Group Inc. 2014 Source: The Guardian
  5. 5. The Content Marathon •  It’s not a race •  It’s not a campaign •  Content marketing is a practice © Dash Digital Group Inc. 2014
  6. 6. Run, Laurie, Run! Let the parallels begin… Running is a journey, full of lessons and insights © Dash Digital Group Inc. 2014
  7. 7. What does it take to win? •  Goals •  Focus •  Tenacity •  Thrill of accomplishment •  Willingness to learn (and share) © Dash Digital Group Inc. 2014
  8. 8. DECIDING TO RUN The First Step © Dash Digital Group Inc. 2014
  9. 9. Now it’s all about me J •  First half marathon at 47 •  friend put me up to it •  Once committed, I took ownership © Dash Digital Group Inc. 2014
  10. 10. DEFINE YOUR GOAL(S) Step Two © Dash Digital Group Inc. 2014
  11. 11. What does success look like? •  Content marketing can have many purposes that benefit your company — what is most important? •  Drive sales •  Generate leads •  Foster loyalty •  Support customers (displace calls) •  Brand affinity / awareness •  Reduce costs
  12. 12. Start with smaller goals •  Confirm progress: weekly, monthly, quarterly, annually •  Put meaningful metrics in place — know that you can measure progress and understand •  Build on success © Dash Digital Group Inc. 2014
  13. 13. ESTABLISH MEANINGFUL METRICS Step Three
  14. 14. Meaningful metrics •  Don’t take on someone else’s goal •  What really matters? © Dash Digital Group Inc. 2014
  15. 15. Measurement Framework Purpose Drive specific insights about the quality and performance of content, amplification, and conversions © Dash Digital Group Inc. 2014
  16. 16. Measurement Framework Goal Create comprehensive framework that marketers can use to benchmark and test new tactics (content, amplification and conversions) © Dash Digital Group Inc. 2014
  17. 17. Measurement Framework Build effective reports for key stakeholders: 1.  Executives 2.  Managers 3.  Blog owners / authors © Dash Digital Group Inc. 2014
  18. 18. Sample Framework © Dash Digital Group Inc. 2014 Content Activity Amplification Performance Amplification Activity Engagement/ Conversions Content Performance
  19. 19. CHOOSE YOUR TOOLS Step Four
  20. 20. Right tools that work together •  The wrong tools will only distract •  Understand your capability and limitations •  Still have to put in the training, the hard work to make content successful -- crafting good stories, producing quality ideas and creative © Dash Digital Group Inc. 2014
  21. 21. CHOOSE YOUR RUNNING PARTNER(S) The Fifth Step
  22. 22. Partner •  Work with experts who understand your goals and will run alongside to help you achieve them •  Partners can introduce you to new •  Tools •  Approaches •  Processes •  Partners © Dash Digital Group Inc. 2014
  23. 23. PICK THE RIGHT RACE Step Six
  24. 24. Know which channels matter •  Where is your target audience? •  How does engagement differ from channel to channel? •  Which online venues perform? •  Know how to tailor content and engagement strategies for each © Dash Digital Group Inc. 2014
  25. 25. Example – financial services •  Researched how personal finance topics were discussed in various channels •  Industry marketed in Twitter and Facebook •  Consumers read blogs and posted in anonymous forums •  Cultural norms were different in each channel © Dash Digital Group Inc. 2014
  26. 26. Research volume of content © Dash Digital Group Inc. 2014
  27. 27. The culture of the race Different races have different cultural norms; they may not be a good fit for you, or to run them, you may need to embrace a different culture © Dash Digital Group Inc. 2014
  28. 28. Know the channel culture •  Learn •  what values and attitudes exist online about your brand/industry •  the political, cultural or sociological reference points •  Understand the cultural nuances of audiences in order to more effectively influence or inform their behavior © Dash Digital Group Inc. 2014
  29. 29. Who is my target client? © Dash Digital Group Inc. 2014
  30. 30. MAP YOUR RACE Step Seven
  31. 31. Content Journey - healthcare Awareness Program Info Partner Information About Benefits The Team Interest Information White papers Tools/Lists Contests Portfolio/Case Studies Intent Testimonials Studies Awards/ Certifications Memberships Partners/ Endorsements Action Find a provider Request Info Share/Follow Click/Call Submit form
  32. 32. Enterprise example – phase 1 •  Global B2B software company •  Goal: Lower support costs and drive interest in new products •  Approach: Build IT practitioner community for product support, sharing and collaboration •  Action: Selected Lithium as its platform for forums and blogs •  Initial launch was a success, but then stagnated — weren’t ready to run the long marathon •  Community needed content Learn through practice runs - assess what works and what doesn’t. © Dash Digital Group Inc. 2014
  33. 33. Enterprise example– phase 2 •  Product blog teams to create practitioner-focused content •  Useful, step-by-step, including code samples •  Empathetic to changing job demands •  Best practices for images, headlines, build blogger profile •  Created front-page to community •  Better UX / navigation •  Surface evergreen content - How-to articles, videos •  Drive conversion to lead gen (webinars, white papers) and featured software downloads (“conversion”) •  ROI conversation •  Newsletter - sign-up campaign © Dash Digital Group Inc. 2014 Awareness Interest Intent Action
  34. 34. Editorial Calendar © Dash Digital Group Inc. 2014
  35. 35. PLAN TIME TO RECOVER Step Eight
  36. 36. Evaluate Performance •  Marathons take their toll •  Take time to recover and think about what worked, what didn’t •  Engage stakeholders and partners You should have some failures Learn to success © Dash Digital Group Inc. 2014
  37. 37. Measurement •  Have defined goals •  Have a defined set of tools •  Understand gaps •  Structured taxonomy is essential •  SqueezeCMM •  measure the constellation of social clicks, content consumption and CTA conversions © Dash Digital Group Inc. 2014
  38. 38. Content chain results Free Software Registration Page 240 46 58 55 364 9 88 23 8 1 9 267 Guide to Analytics 901 63
  39. 39. Content chain results Free Software Registration Page 240 46 58 55 364 9 88 65 143 1 9 Guide to Analytics 901 267 63 11 3
  40. 40. KEEP RUNNING Step Nine
  41. 41. © Dash Digital Group Inc. 2014 Laurie Paleczny laurie@dashdigitalgroup.com

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