Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Prochain SlideShare
Creating Excellent Video Content with Hangouts On Air - PubCon 2015
Suivant
Télécharger pour lire hors ligne et voir en mode plein écran

Partager

How to Take Your Content Marketing Efforts from Infancy to Maturity

Télécharger pour lire hors ligne

In this presentation, you will see how one academic institution was able to go from traffic and shares to inquiries and starts all thanks to the advancement of their own content marketing strategies and tactics.

Learn about:

- Playing content marketing baseball in order to get the most out of every opportunity and win the long game
- Progressively step-up your content game by moving from blog posts to interactive data visualizations
- Using technology to get more leads out of your content marketing efforts

By the end, you’ll be able to see how it all fits together in order for you to start generating leads of your own.

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir
  • Soyez le premier à aimer ceci

How to Take Your Content Marketing Efforts from Infancy to Maturity

  1. 1. How to Take Your Content Marketing Efforts from Infancy to Maturity GRANT TILUS | COLLEGIS EDUCATION SMSS Las Vegas 2016 Join the Conversation: #SMSsummit
  2. 2. 2 Who Is Grant Tilus? Copyright Collegis Education, Inc. Proprietary and Confidential. • Inbound Marketing Manager • Content Marketing Director • @GrantTilus
  3. 3. 3 We’re All Creating Content
  4. 4. 4 How’s Your Performance? Copyright Collegis Education, Inc. Proprietary and Confidential.
  5. 5. 5 Only 34% of marketers say they are effective. • Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”
  6. 6. 6 Do You Want to Participate?
  7. 7. 7 Or, Be a Champion?
  8. 8. 8 Competition Is Fierce
  9. 9. 9 bit.ly/1njy89J
  10. 10. 10 bit.ly/1ny25Uq
  11. 11. 11 nyti.ms/1S6cCmg
  12. 12. 12 ti.me/1PxunnK
  13. 13. 13 bzfd.it/1njyU6D
  14. 14. 14 Doesn’t Happen Overnight
  15. 15. 15 Copyright Collegis Education, Inc. Proprietary and Confidential. It Takes Time to Mature
  16. 16. 16 “The secret to getting ahead is getting started.” Mark Twain
  17. 17. 17 www.contentstrategyinc.com
  18. 18. 18 Sitting Up Copyright Collegis Education, Inc. Proprietary and Confidential. Ad hoc
  19. 19. 19 Crawling Copyright Collegis Education, Inc. Proprietary and Confidential. Rudimentary
  20. 20. 20 Walking Copyright Collegis Education, Inc. Proprietary and Confidential. Organized & Repeatable
  21. 21. 21 Running Copyright Collegis Education, Inc. Proprietary and Confidential. Managed & Sustainable
  22. 22. 22 Parkour Copyright Collegis Education, Inc. Proprietary and Confidential. Optimized
  23. 23. 23 Copyright Collegis Education, Inc. Proprietary and Confidential. Case Study
  24. 24. 24 Early Adopters of the Trend
  25. 25. 25 Sitting Up
  26. 26. 26 Sitting Up  No content strategy  No defined goals  No uniform structure/standards  No idea what the readers want  Starting to create content
  27. 27. 27 Sitting Up
  28. 28. 28 Crawling
  29. 29. 29 Crawling  Content strategy outlined  Quality assurance through peer reviews  Some production structure in place  Starting to learn about optimizing for the audience  Not yet driving any real business value
  30. 30. 30 Crawling
  31. 31. 31 Walking
  32. 32. 32 Walking  Streamlined process for writing, editing and creative requests  Focused on answering target audience’s questions  Committed to measurement and analytics  Starting to drive real business value  Leadership buy-in and support for investment
  33. 33. 33 Walking
  34. 34. 34 Walking
  35. 35. 35 Running
  36. 36. 36 Running  Improved content differentiation  Imagery  Data  Types of content  Going back to retroactively fix missed opportunities  Kick-start organic rankings with paid social promotions  Buy-in from the entire organization
  37. 37. 37 Running
  38. 38. 38 Running
  39. 39. 39 Parkour
  40. 40. 40 Parkour  Content strategy aligns with organizational strategy  Actively engaged in larger content strategy projects  Earning digital authority across the web for highly competitive terms  Attracting attention externally  Promoting the brand purpose
  41. 41. 41 Parkour
  42. 42. 42 Parkour
  43. 43. 43 Content Maturity Model • Sitting Up – Ad hoc • Crawling – Rudimentary • Walking – Organized & Repeatable • Running – Managed & Sustainable • Parkour – Optimized
  44. 44. 44 4 Things You Need to Reach Maturity Copyright Collegis Education, Inc. Proprietary and Confidential.
  45. 45. 45 1) Follow a Process Copyright Collegis Education, Inc. Proprietary and Confidential.
  46. 46. 46 Introducing: Trello Copyright Collegis Education, Inc. Proprietary and Confidential. bit.ly/Trello4Content
  47. 47. 47 Create a Board
  48. 48. 48 Identify Steps in the Process
  49. 49. 49 Place Content Ideas in Cards
  50. 50. 50 Input Article Information
  51. 51. 51 Move Through the Process
  52. 52. 52 Repeat
  53. 53. 53 2) Be Self-Conscious Copyright Collegis Education, Inc. Proprietary and Confidential.
  54. 54. 54 Assess the Competition
  55. 55. 55 Test Ideas to Find What Works
  56. 56. 56 Duplicate Past Success
  57. 57. 57 Restore the Classics
  58. 58. 58 Find New Ways to Stand Out
  59. 59. 59 Access Exclusive Information
  60. 60. 60 Do-It-Yourself Data
  61. 61. 61 Utilize Expert Authority
  62. 62. 62 3) Act Deliberately Copyright Collegis Education, Inc. Proprietary and Confidential.
  63. 63. 63 Content Marketing Baseball 76% 15% 1% 8% Singles Doubles Triples Home Runs
  64. 64. 64 Singles Are Solid
  65. 65. 65 Doubles & Triples at Scale
  66. 66. 66 Home Runs Are Special
  67. 67. 67 4) Focus on Your Purpose Copyright Collegis Education, Inc. Proprietary and Confidential.
  68. 68. 68 Common Content Metrics Copyright Collegis Education, Inc. Proprietary and Confidential. Website Traffic Clicks SEO Rankings Time on Page Comments Subscriber Growth Social Shares
  69. 69. 69 Actual Business Metrics Copyright Collegis Education, Inc. Proprietary and Confidential. Website Traffic Clicks SEO rankings Time on Page Comments Subscriber Growth Social Shares Customer Retention Loyalty Brand Awareness Sales Customer Evangelism Lead Generation Lead Nurturing Upselling 51% of marketers cited measuring content effectiveness as a challenge. “Content Marketing Institute, “2015 B2C Content Marketing Trends–North America”
  70. 70. 70 Get Comfortable with Google Analytics bit.ly/analytics-academy-smss
  71. 71. 71 Drive Innovation Copyright Collegis Education, Inc. Proprietary and Confidential. Almost 50% More Downloads!
  72. 72. 72 Recap Copyright Collegis Education, Inc. Proprietary and Confidential. • Follow a Process – If you don’t have one, borrow one • Be Self-Conscious – Know what works, what doesn’t and what you need • Act Deliberately – You must choose, but choose wisely • Focus on Your Purpose – Can you prove the ROI?
  73. 73. 73 “Start where you are. Use what you have. Do what you can.” Arthur Ashe
  74. 74. THANK YOU @GrantTilus Grant.Tilus@CollegisEducation.com Collegis Education CollegisEducation.com SMSS Las Vegas 2016 Join the Conversation: #SMSsummit

In this presentation, you will see how one academic institution was able to go from traffic and shares to inquiries and starts all thanks to the advancement of their own content marketing strategies and tactics. Learn about: - Playing content marketing baseball in order to get the most out of every opportunity and win the long game - Progressively step-up your content game by moving from blog posts to interactive data visualizations - Using technology to get more leads out of your content marketing efforts By the end, you’ll be able to see how it all fits together in order for you to start generating leads of your own.

Vues

Nombre de vues

605

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

93

Actions

Téléchargements

3

Partages

0

Commentaires

0

Mentions J'aime

0

×