Content Marketing: Build the Bridge to Success 2017
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This document outlines the 4 steps to building an effective content marketing strategy: 1) Setting objectives by defining goals and a content marketing mission, 2) Defining client and audience needs through personas, 3) Developing an execution plan including content types, calendar, and sharing methods, and 4) Establishing metrics to measure consumption, sharing, lead generation, and sales. It provides examples and templates to help strategize content around audience needs at different stages in the buying cycle in order to build a bridge to success.
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Content Marketing: Build the Bridge to Success 2017
- 1. Content Marketing Building the Bridge to Success
- 2. Presenters: Jon O’Brien Executive Director Keystone Contractors Association Patty Swisher Sr. Manager MarComm UPMC Enterprises
- 3. Content marketing is at the top of the 2017 CMO agenda, with PQ Media forecasting it to be a $300-plus billion industry by 2019. http://www.cmo.com/interviews/articles/2017/2/22/a-conversation-with-joe-pulizzi-putting-content-marketing-success-in-context.html#gs.5NwK3SU
- 4. “ All this content that we’re putting out there, doesn’t make any difference unless it moves, unless people connect with it, unless people read it and share it, engage with it and comment on it…” Mark Schaefer, author, speaker
- 5. B2B Content Marketing Trends 2017 1. Increased adoption of content marketing. 2. An increase in content marketing maturity. 3. Content creation and strategy developments. 4. Increased importance of documented content marketing strategies. 5. Emphasis on lead generation and web traffic. 6. Evolution of content creation tools. https://www.prdaily.com/Main/Articles/22199.aspx
- 6. What is Content Marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/
- 7. Content Marketing is built… http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them Content Marketing
- 8. Your firm’s brand strength is a combination of your firm’s reputation multiplied by your visibility in the marketplace. Content Marketing helps you increase both. -- Hinge Marketing
- 9. 1. Setting Objectives 2. Defining Clients & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
- 11. What is your Content Marketing Mission? • Become a destination for [target audience] interested in [topics]. To help them [customer value] • This will help us [content marketing goals] http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20- Content_marketing_mission_statementBecome_a
- 12. Content Marketing Mission Example: • Become a destination for [higher education facilities managers] interested in [delivering successful lab projects]. To help them [accomplish their goals] • This will help us [to become known as the “go to” firm for education research lab projects.] http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20- Content_marketing_mission_statementBecome_a
- 13. Objectives Why are you doing this at all?
- 14. What are your Content Marketing Goals?
- 15. A few examples: SPECIFIC Not Specific: “I will use social media to increase brand awareness.” Specific: “I will create a campaign of hashtag contests on Twitter to increase brand awareness.” MEASURABLE Not measurable: “I will increase my reach and engagement on social media.” Measurable: “I aim to increase my reach by 100 followers a week and answer all queries over Twitter within 24 hours.” ATTAINABLE Not Attainable: “Double the number of my followers every day on every social network forever.” Attainable: “Grow my Facebook audience by 25 followers a week, and my Twitter followers by 35 a week for the next quarter.”
- 16. 1. Setting Objectives 2. Defining Clients & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
- 18. How do You Build a Client Persona? A Client Persona is fictional, generalized character that encompasses the various needs, goals, and observed behavior patters among real and potential customers.
- 19. Build your Client Personas with • Demographics – M/F, Single/Married, age, religion • Psychographics – attitudes, aspirations, habits, hobbies, values • Market – Healthcare, Banking, Manufacturing • Geography – local, regional, national, international
- 21. Bridge: What does Client Persona/ Audience Development Determine? • What kind of content to create • What tone, style, and delivery strategies you need to develop • What topics and targets should you focus on to help continually grow your business • How your Content Strategy will evolve
- 22. So, what might your Client Persona Look Like? Repeat Client Challenges are easily identifiable Know how they like to communicate Can help them communicate internally Potential Client Need to better understand mission & brand May have in-town and out-of-town decision makers Multiple Entities Involved Baby Boomers, GenX, and Millennials may make up decision makers/influencers Owner does not know your brand; ongoing relationship with architect; focusing on proposed team members
- 24. Bridge: What do your Audiences Need [Want] to Know? • All Content should seek to Educate, Inform, or Entertain • Quality content provides value • Consider where your audience will consume this content (Mobile? Desktop?) • Detailed Case Studies for Projects “like mine” • Pain points and FAQs
- 25. Awareness Consideration Preference Purchase Repeat Quality Content around broader, shareable topics that drive visibility and engagement. Blog Articles, Infographics, Videos. Content that is useful and timely. Niche topics, market specific to your offering and solution. More detailed features/benefits; assessment tools, process documents. Combination of content to a more defined audience specific to audience needs. White papers, detailed project sheets, testimonials, Calls to Action. Custom Content that answers buyer key concerns. FAQs, Research Studies, Ebooks, Webinars, Exclusive Events/Workshops. Custom Content that reinforces buying decision. Customer-Only Events/Workshops, Loyalty Programs, Exclusive Client-Only Content (email), Case Studies. Bridging Content to the Stages in the Buying Cycle
- 26. Clients’ Needs: Awareness Recognition of a Need • Appeal to broad audience • What types of messages? • Provide information – Guides, Blogging, Articles, Infographics, Videos, Social Media • Project Features Stages in the Buying Cycle
- 27. Clients’ Needs: Consideration What are the alternatives? • Target audience; might buy in next 12 months • Info to make better decision • Prospect becomes a LEAD • What are your messages? • Project Features/Benefits • White papers; project info. sheets, ebooks, research studies, reports Stages in the Buying Cycle
- 28. Clients’ Needs Preference: Narrowing the field • More defined audience; purchase likely. • What are your messages? • White Papers; detailed project sheets, project tours, free trials • Advantages • How your product/service differs from competitors • Testimonials of other satisfied clients Stages in the Buying Cycle
- 29. Clients’ Needs Preference: What do they need to know to select between TWO good options? • Does your process/service satisfy the direct need? • Does your process/service make an emotional AND logical connection with the client? • Limited time/special offers • Testimonials that reinforce buying decision Stages in the Buying Cycle
- 30. Clients’ Needs Purchase: Stages in the Buying Cycle Have you compelled the client to make a purchase? • Is it easy for them to do? • User guides, FAQs of new clients, Blog posts aimed at new clients, client loyalty/reward programs, Events/ workshops for new clients only, ongoing email campaign to create loyal clients
- 31. 1. Setting Objectives 2. Defining Clients & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
- 33. Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share.
- 34. Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Photos, Images GIFs Infographics Headlines
- 35. Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Engagement Content – The strategic use of educational, informative, entertaining and inspiring content that builds credibility, trust and linking
- 36. Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Engagement Content – The strategic use of educational, informative, entertaining and inspiring content that builds credibility, trust and linking Long Form Blogs Short Videos Live Streaming Videos PodCasts Crowd-sourced/User Generated Content
- 37. Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Engagement Content – The strategic use of educational, informative, entertaining and inspiring content that builds credibility, trust and linking Conversion Content– Capturing those all important leads and producing sales is the real end game for traffic and engagement. Landing Pages Webinars Ebooks Interactive Content (Quizzes & Surveys)
- 38. Execution: Build a Content Calendar
- 39. Execution: Calendar – Excel Spreadsheet/Google Docs
- 40. What might my content include?
- 41. Amplification
- 42. How will We Share Our Content?
- 43. What forms of Content Build the Bridge to Success? • Website Homepage/Blog/News • Email Blasts • E-Newsletters • (Organic) Social Media Posts • Employees’ Social • Customers’ Social • Paid Social • PR/Earned Media • Webinars • Guest Posts • Paid Media • Programmatic Marketing (Retargeting) • Digital Advertising • On-Page/Off-Page SEO • Display Ads • Offline Ads (Print)
- 44. Build the Bridge to Success Across all Social Media
- 47. Blog & Press
- 48. Across Platforms
- 49. Across Platforms
- 51. 1. Setting Objectives 2. Defining Clients’ & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
- 54. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Consumption Metrics How many people viewed, downloaded or listened to this content? Help you measure Brand Awareness and Website Traffic • Page/Video Views • Downloads • Social Chatter
- 55. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Sharing Metrics How often is this content shared? Help you measure Brand Awareness and Engagement • Likes, Shares, +1s, Pins • Forwards
- 56. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Lead Gen Metrics How often does content consumption result in a lead? Help you measure Lead Generation, Lead Nurturing, and Engagement • Form Completion and Downloads • Email Subscriptions • Blog Subscriptions • Blog Comments
- 57. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Sales Metrics Did we actually make any money because of this content? How you measure customer acquisition and sales goals • Online Sales • Offline Sales • Google Analytics
- 58. Summary
- 59. 4 Steps to a Content Strategy 1. Setting Objectives 2. Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics
- 60. Questions?
- 61. Thank you. Patty Swisher pmswish@gmail.com Twitter @pmswish Jon O’Brien jonob.pa@gmail.com Twitter @KCA_Builds
Notes de l'éditeur
- First we have to agree on WHAT content marketing is. This definition is from the Content Marketing Institute. Recognize that this is a COMMUNICATION approach To your TARGET audience With the ultimate goal of “profitable customer action.” more invites to the process more referrals more wins
- Content Marketing happens at the intersection of BRAND PURPOSE and WHAT CUSTOMERS WANT. Brand purpose: what are you in business to do? What do your customers want (from you)? What need are you fulfilling?
- You’ve thought about it. You have a small business, you’re a consultant, you’re an entrepreneur – you want to take your business to the next level by reaching out to and building a relationship with your audience – your “buyers.” You have all of these things to tell them. All of this great knowledge and information to share. But WHERE? HOW? WHY? You have been blogging for a while, but its on a random schedule, when the whim hits you, when an idea strikes. There is no rhyme or reason to it. You want to connect with your audience. You’ve come to the conclusion you need a better content strategy. Where do you start? First Step in Creating a Content Strategy - determine your objectives? Why do you want to do this?
- Do you want your blog, or website to become a destination for [Facilities Executives] interested [in design, renovation or new construction.] To help them [create a physical facility that matches their brand reputation for high quality x] This will help us [to raise brand awareness and win more work.]
- Do you want your blog, or website to become a destination for [Facilities Executives] interested [in design, renovation or new construction.] To help them [create a physical facility that matches their brand reputation for high quality x] This will help us [to raise brand awareness and win more work.]
- If nothing else, RAISE BRAND AWARENESS should be your first goal. You want more people to know who you are and what you do tomorrow than do today. Your mission statement told you why, in general. At this point it helps to really clarify your objectives. Your Content Marketing mission GOALS, should tie with your overall business goals.
- Have you all heard of SMART goals? Specific Measurable Attainable Relevant Time Based
- SO, you’ve decided you need a content strategy. And following our plan, you have decided WHY you need a content strategy with your mission statement and your objectives. The next step is to really define the WHO – who is the content for? Who are your “BUYERS” who is your AUDIENCE? And WHAT do they WANT or NEED?
- What will my buyer look like: This will be dependent on the type of company you work for: Architect, Engineer, Contractor, Subcontractor, Insurance or Legal advice for the industry Very likely will vary per media platform: Facebook vs. Website Blog vs. LinkedIn Can look at analytics for your posts and website to see if there are trends – do key phrases or location modifier (do you work in more than one state or different cities across PA) Identifying these trends will help narrow in on your target “buyer” and can be a great tool to help further refine your content marketing strategy + provide great details for marketers/BD professionals to use when discussing changes to the plan with your technical folks or sector leaders
- A direct result of determining WHO we are talking to. We need to consider what information they will want as they go through the buying cycle.
- Our content should satisfy one of three focuses: to educate, inform or entertain. Also consider WHERE your audience will consume this content? Mobile or Desktop? Website, Blog or Social Media? Email or E Newsletter? Webinar Trade Show or In-Person Event? What channels will you use to distribute content?
- The SIXTH step in creating a content strategy is determining WHEN and WHERE you will employ your content. This is the ROADMAP for execution of your plan. I can do a “whole session” on creating a content calendar, lets suffice it to say that you have to find a tool that works for you and your organization. Here are two FREE Tool examples.
- Otherwise it is just noise.
- So, I don’t know if this is the right place to share this. BUT, I love this graphic, because it equates TYPES of Content with Frequency and Effort Required. These are SOME of the types of content you can create in order to achieve your Content Marketing Goals. And for the most part, here, we are talking about “OWNED” content. We could do a whole session on Paid Owned Earned media, but for today, it is probably a good idea that for the most part when we are talking about content marketing, we are talking about OWNED media that we create. And, we’ll talk more about TYPES of content as we go, upcoming in Audience Needs and also when we get to Execution and Amplification.
- The last step in creating a content strategy is “Measure.” How do we know if we’re making progress? What do we measure?
- What are the steps to create a content strategy. These are the ones we’ll cover today combined with the breakout sessions about Developing / creating content Delivering content Measuring your impact Analyzing a company’s content.