How to Plan and Build a
Successful Content Marketing
Strategy
Michael Brenner
NewsCred – Head of Strategy
@BrennerMichael
Agenda
• The key factors for content marketing success
• The core components of a content marketing strategy
• How to util...
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Stra...
There’s been a fundamental
shift in the way we create,
consume, and share content.
Every single day…
4.75 billion piece of...
5
“Marketing used to be about making a
myth and telling it. Now it’s about telling
a truth and sharing it.
- MARC MATHIEU ...
6
7
I have no patience for useless things.
8
“The buyer journey is nothing more than
a series of questions that must be
answered.
- IDC -
”
Awareness Consideration Preference
Online Communities
Search Engines
eBooks
Email Newsletters
Editorial Articles
White Pap...
“Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to at...
Behind every tweet, share,
and purchase is a person,
like you and me.
Put Your Customers’ Needs First.
Make them the hero.
Our Natural Instinct
Content
Marketing
Brand
Purpose
What
Customers
W...
“We need to stop interrupting what
people are interested in and be what
people are interested in.
- CRAIG DAVIS -
”
Unique Point of View Trap
Too easy to become consumed
with your story, not your
customers.
Six key factors to content marketing success:
1 Document content strategy
2 Have someone in charge of content
3 Consistent...
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Stra...
• Delivering content your audience wants
• Managing content as an asset (with an ROI)
• Thinking and acting like a publish...
Why is it important to have a documented
content strategy?
3 Steps to Building a Content Strategy
1 Why?
What’s the Business Case?
3
What?
Show results tied to your business
objecti...
Content Marketing Roadmap
• Budget
• Destination
• Frequency
• Amplification / Optimization
• Collaboration (Who does what...
Content marketing mission statement
Become a destination for [target audience]
interested in [topics]. To help them
[custo...
Commit To Measuring Your Results
Awareness / Reputation:
Classic Brand / PR objectives. SOV, SOC, and press mentions. With...
Define Content Marketing Roles and Functions
Content
Marketer /
Editor
Strategizes,
writes,
and oversees
content projects
...
Please?!
Define The Business Case, Workflows,
Gain Organizational Buy-in
• Make sure all stakeholders understand your mission state...
Consider Your Destination and Branding
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Stra...
Conduct A Content Audit
A Content Audit will help you:
• Give you a true sense of scale
• Identify gaps
• Seize opportunit...
Look at Content by Buyer Stage
Early Stage
Middle Stage
Late Stage
66% 28%
Early-Stage Content
Late-Stage
Content
Middle-S...
Where in the journey do we want to connect?
Online Influences Discover Consider Decide
• Reviews
• Comments
• Blogs
• Foru...
Defining Topics
What are we going to talk about?
• [Sample at left – SAP “The Customer
Edge” blog keyword analysis]
Content across the buyer journey
Top of the Funnel
Quality, licensed content around broader, shareable topics that drives ...
Show me the money!
Utilize The Right Mix of Content
Custom Content
Share on-brand stories and recipes which are created
specifically for your...
3
Distributing your content
“Even great content needs a push!”
Average Hollywood movie splits 40-50%
production with 50-60...
Maximizing the Reach of Your Content
We believe in a “converged media” approach utilizing paid, owned, and earned
media to...
Distribution Recommendations
• Make sure your social accounts demonstrate interaction
• 4-1-1 Rule: 4 of your posts, 1 inf...
Blog Benchmarks
Uniques Per
Month
346,400
Time Spent
On Site
46 Seconds
Pages Per Visit
1.3 Average
Bounce Rate
85%
Define Key Measures and Targets
Download this template now!
Organic and Social: Up and To The Right
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
UniqueVisitors
Traffic from Orga...
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Stra...
No matter where you are in your journey,
NewsCred can help.
Our team of strategists can help you:
• Document your content ...
We’re helping some of the world’s
largest brands with their strategy:
Ways to work with our Strategy Team
1 Ongoing Strategy Engagements
2 One-Day Strategy Workshop
3 Multiple Strategy Session...
Sample content strategy
exercises we’ll help you with
Brand Map Framework
Audience
The content that you publish largely depends on your target audience – their interests, behav...
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Xyz Early Xyz
Late Xyz Xyz
Persona Quest...
SUCCESS METRICS
MEDIA METRICS
What do we measure?
KPIS: BUSINESS OBJECTIVES
Is our content producing the desired result?
R...
How To Implement A Successful
Content Marketing Strategy
Key Takeaways:
1 Commit to publishing content that your customers...
michael.brenner@newscred.com
sales@newscred.com
Questions?
Learn more about our strategy services:
http://newscred.com/lea...
michael.brenner@newscred.com
sales@newscred.com
Thank you!
Learn more about our strategy services:
http://newscred.com/lea...
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
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How To Plan And Build A Successful Content Marketing Strategy

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http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:

There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.

Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.

Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:

The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:

"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC

I shared the Content Marketing Institute's more formal definition of content marketing:

“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute

And I shared the rallying cry for why we need to change:

"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)

Backed by research and our own customer engagements, I covered

The 6 factors to content marketing success:

Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI

I provided an example and a template for anyone to develop:

Your Content Marketing Mission Statement

Become a destination for [target audience] interested in [topics]. To help them [customer value].

This will help us [your content marketing goals]

Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.

I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:

Publié dans : Marketing

How To Plan And Build A Successful Content Marketing Strategy

  1. How to Plan and Build a Successful Content Marketing Strategy Michael Brenner NewsCred – Head of Strategy @BrennerMichael
  2. Agenda • The key factors for content marketing success • The core components of a content marketing strategy • How to utilize content across the buyer journey • How to work with NewsCred to document your strategy and achieve success
  3. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  4. There’s been a fundamental shift in the way we create, consume, and share content. Every single day… 4.75 billion piece of content are shared 1.8 billion photos are uploaded and shared 500 million tweets are posted 700 million snapchats are sent
  5. 5 “Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it. - MARC MATHIEU - Unilever ”
  6. 6
  7. 7 I have no patience for useless things.
  8. 8 “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
  9. Awareness Consideration Preference Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list
  10. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” -Content Marketing Institute • Not Advertising or PR • It is Customer, Not brand-focused • Seeks to answer customer questions across the buyer journey • Owned media Content Marketing Defined
  11. Behind every tweet, share, and purchase is a person, like you and me.
  12. Put Your Customers’ Needs First. Make them the hero. Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity
  13. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ”
  14. Unique Point of View Trap Too easy to become consumed with your story, not your customers.
  15. Six key factors to content marketing success: 1 Document content strategy 2 Have someone in charge of content 3 Consistently publish quality content 4 Map content to buyer journey 5 Balance Paid, Owned, Earned Media 6 Track Content Marketing ROI
  16. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  17. • Delivering content your audience wants • Managing content as an asset (with an ROI) • Thinking and acting like a publisher What is a Content Strategy?
  18. Why is it important to have a documented content strategy?
  19. 3 Steps to Building a Content Strategy 1 Why? What’s the Business Case? 3 What? Show results tied to your business objectives. 2 How? Team, actions, and budgets needed.
  20. Content Marketing Roadmap • Budget • Destination • Frequency • Amplification / Optimization • Collaboration (Who does what) Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization • Business Case • Current State • Budget • Branding/Design • Platform • Firm Integration • Who does what? • Agency • NewsCred • Distribution • Structure • Topics • Types • Content by Stage • Conversions • Subscriptions • Define report • Who / when? • Content • Platform • Distribution
  21. Content marketing mission statement Become a destination for [target audience] interested in [topics]. To help them [customer value]. This will help us [content marketing goals] • Earn your audience’s attention vs. just buying it • Reach, engage and convert NEW buyers AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
  22. Commit To Measuring Your Results Awareness / Reputation: Classic Brand / PR objectives. SOV, SOC, and press mentions. With Whom? On What Topic? Measured by? Reach: Who is the target Audience? What are their online interests? How can we measure? Engagement: Drive deeper relationship with the brand. Measured by time spent, bounce rate, social shares Convert: Subscribers, Leads, Sales
  23. Define Content Marketing Roles and Functions Content Marketer / 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. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curation Fines and re- purposes the best content from your business and from around the web.
  24. Please?!
  25. Define The Business Case, Workflows, Gain Organizational Buy-in • Make sure all stakeholders understand your mission statement and business goals • Determine who needs to sign off on content • Set approval processes for publishing and sharing content in order to cut down on back-and-forth • Leverage technology to automate that entire process is a great way to get ahead
  26. Consider Your Destination and Branding
  27. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  28. Conduct A Content Audit A Content Audit will help you: • Give you a true sense of scale • Identify gaps • Seize opportunities for content repurposing • Determine performance issues • Evaluate content quality • Improve your information architecture Download this template now!
  29. Look at Content by Buyer Stage Early Stage Middle Stage Late Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6%
  30. Where in the journey do we want to connect? Online Influences Discover Consider Decide • Reviews • Comments • Blogs • Forums Why buy? • Educate • Search Why buy now? • What • When • Who Why buy from you? • Trust • Capability • Capacity
  31. Defining Topics What are we going to talk about? • [Sample at left – SAP “The Customer Edge” blog keyword analysis]
  32. Content across the buyer journey Top of the Funnel Quality, licensed content around broader, shareable topics that drives visibility and engagement Middle of the Funnel A combination of licensed and custom content that’s not only useful and timely, but also hits on niche topics specific to your offering and solutions. Potentially gated. Bottom of the Funnel Custom content promoting your products and services: case studies, product offers, customized demos, etc. Customer Stage Consistent cadence of TOFU/MOFU content as well as personalized recommendations, service options, case studies, etc. Awareness Retain Evaluation Purchase
  33. Show me the money!
  34. Utilize The Right Mix of Content Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
  35. 3 Distributing your content “Even great content needs a push!” Average Hollywood movie splits 40-50% production with 50-60% distribution
  36. Maximizing the Reach of Your Content We believe in a “converged media” approach utilizing paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content. Paid Social Influencer/ movable media Leverage your owned content and channels Maximize organic buzz, social engagement, and PR Organic Traffic & SEO Quickly grow your audience & jumpstart engagement Converged Native Ads (Nativo) Paid Content Distribution (Outbrain, Sharethrough) Earned Paid Owned
  37. Distribution Recommendations • Make sure your social accounts demonstrate interaction • 4-1-1 Rule: 4 of your posts, 1 influencer post, 1 publisher post • Follow and mention influencers, publishers in each topic • Help your authors build social presence • Test paid distribution with LinkedIn and Outbrain • Measure engaged visitors from paid vs. organic visitors • Based on time on site or pages per visit Client Influencer Publisher
  38. Blog Benchmarks Uniques Per Month 346,400 Time Spent On Site 46 Seconds Pages Per Visit 1.3 Average Bounce Rate 85%
  39. Define Key Measures and Targets Download this template now!
  40. Organic and Social: Up and To The Right 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors Traffic from Organic, Social & Referrals
  41. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  42. No matter where you are in your journey, NewsCred can help. Our team of strategists can help you: • Document your content strategy • Build Business case / Define ROI • Content Audits • Buyer journeys • Content Mix • Build / Source Content Team • Distribution strategy • Provide metrics and ROI guidance
  43. We’re helping some of the world’s largest brands with their strategy:
  44. Ways to work with our Strategy Team 1 Ongoing Strategy Engagements 2 One-Day Strategy Workshop 3 Multiple Strategy Sessions 4 Strategy Health check 5 Custom engagements
  45. Sample content strategy exercises we’ll help you with
  46. Brand Map Framework Audience The content that you publish largely depends on your target audience – their interests, behaviors and motivations. This demographic plays a key role in your content creation and distribution process. The publications you license content from, the topics you write about and the distribution channels that you use. What is your target demographic? What kind of publications does your audience read? What social channels does your audience frequently engage on? What events does your audience care about? Brand Strategy Understanding your brand's identity is key to understanding the type of content that your brand should source and create. Content marketing should always convey your unique brand personality consistently, from the photos that you publish to the blog posts that you create. What is your brand’s ambition or purpose? What is your brand voice? What are the design principles of your brand’s visual identity? What owned assets (color, typeface, etc.) signal your brand? Content Strategy Our mission is to help brands simplify and scale their entire content marketing process: content planning, discovery, creation, publishing, distribution and measurement. Understanding your current process and challenges as well as your future goals will help us shape a content marketing strategy unique to your brand, resources, internal creative/compliance processes. Who is the organization responsible for your content strategy? What does your current content workflow look like? Do you currently use a mix of content types (original, licensed, social, etc.)? What do you like about your content marketing strategy and what do you want to change? What are your content pillars? What are your SEO keyword priorities? What longtail keywords are you interested in? What type of content do you want to feature? What products or services (if any) do you want us to keep in mind? Are there specific geographic regions or cities we should keep in mind? Which social channels would you like to prioritize? What is your ideal content cadence? Distribution Strategy Distribution is just as important as the content itself. It is important to understand which channels will reach your target audience and how you should share content across each channel. What channels do you use for organic distribution? What channels do you use for paid distribution? What demand generation programs do you use?
  47. Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Stage Stage
  48. SUCCESS METRICS MEDIA METRICS What do we measure? KPIS: BUSINESS OBJECTIVES Is our content producing the desired result? ROI: MEDIA PERFORMANCE How efficiently is our content and distribution working to produce the desired result? CONTENT PERFORMANCE • Impressions • Social shares • Time spent • Return visits • Is our content being seen? • Are people engaging with our brand & content? • How much time are people spending with our brand and are they returning? • What is our cost/value per exposure, action or view? AUDIENCE ENGAGEMENT • Subscriber / audience size • Share of voice • Audience penetration across org • How large is our audience? • What’s our share of voice in a market/ channel? • Is engagement growing across the workflow chain of a single organization? • What is the cost/value per point of share? • What is the cost/value per active audience member? BRAND AWARENESS • Brand lift • Perception / attitudinal change • Are we creating awareness? Is our message memorable? • Are we changing perceptions? • What is the cost/ value per point of lift? LEAD GENERATION AND SALES • Behavioral conversions • Lead generation • Are people discovering and understanding our product & service offering? • What is the cost per qualified lead? • What is the multi-touch attribution cost?
  49. How To Implement A Successful Content Marketing Strategy Key Takeaways: 1 Commit to publishing content that your customers actually want 2 Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use. 3 Start publishing content 4 Distribute the winners 5 Measure what works
  50. michael.brenner@newscred.com sales@newscred.com Questions? Learn more about our strategy services: http://newscred.com/learn-professional-services Enter our raffle for a free Content Strategy Workshop: http://newscred.com/content-strategy-workshop-raffle
  51. michael.brenner@newscred.com sales@newscred.com Thank you! Learn more about our strategy services: http://newscred.com/learn-professional-services Enter our raffle for a free Content Strategy Workshop: http://newscred.com/content-strategy-workshop-raffle

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