It’s time to change your marketing model.
Most brands run on advertising-driven, campaign-based, one-way, mass communication efforts focused on affecting brand awareness and positioning. This approach no longer works. You need integration and to be in constant communication with your prospects, members and customers. But how?
Patty will share the essentials to creating and executing a consumer-centric editorial plan with relevant content at the core. She’ll provide guidance on developing an integrated plan that attracts, engages and nurtures through all channels: website, email marketing, search, social, online advertising, mobile. She’ll even throw in offline channels for kicks!
7. Typically marketers
start with the content
they have.
About Us
Website
Product
Catalog Product features
and benefits
8. And with what they want
to tell their prospects
and customers.
We need to
explain...
Brand X does this
so we should...
I think what
they want to
know is...
12. Segment Your
Audience
• Existing Customers
• Active Prospects (personal contact info)
• Fans, Friends, Followers
• Targets
13. Segment Your
Segments
• Existing Customers
- Segment A
- Segment B
• Active Prospects
- Segment A
- Segment B
• Fans, Friends, Followers
- Segment A
- Segment B
• Targets
- Segment A
- Segment B
17. Top Organic
Keywords
example: TakeMeFishing.org
1 How to Fish
2 Fishing Techniques
3 Fishing
4 Fishing Bait
5 How to Fishing
6 Fishing How To
7 Fishing Tips
8 Places to Fish
9 Cleaning Fish
10 Create a Fish
22. Social Landscape Analysis
example: TakeMeFishing.org
YouTube has over 6,000
Flickr has over 16,000 fishing channels, with an
groups related to estimated 75,000-200,000
fishing—more than total subscribers. Over
Facebook. The top 30 158,000 playlists with
groups have over millions of views, and a
20,000 members total of more than 480,000
fishing videos
25. Member Base, Social
Profiling
example: TakeMeFishing.org
Social Media Activity by Month
Insight: Participation in social media for avid
anglers drops dramatically during fishing season.
27. Model the Path to Purchase
NEED RECOGNITION
SEARCH
EVALUATION
Understand the
Decision Making
Process PURCHASE
VALUE
ASSESSMENT
28. Model the Path to Purchase
AWARENESS
CONSIDERATION
Define Your
TRIAL
Marketing
Objectives
PURCHASE
ADVOCACY
29. Model the Path to Purchase
SELL THE CATEGORY
DIFFERENTIATE
Determine
OFFER AN
Your EXPERIENCE
Messaging
Strategy CALL TO
ACTION
FOSTER WORD
OF MOUTH
REFERRAL
30. Model the Path to Purchase
SELL THE CATEGORY
DIFFERENTIATE
each
X
OFFER AN
EXPERIENCE audience
CALL TO
segment
ACTION
FOSTER WORD
OF MOUTH
REFERRAL
31. Content Plan
must align with
- Business Objectives
- Marketing Strategy
must convey
- Brand Positioning
- Brand Personality
- Unique Selling Proposition (USP)
34. Content Plan
inputs
Keyword Research
• Most searched keywords
• The most relevant sites ranking on the top of those Search
Engine Results Pages (SERPs)
Social Media Audit
• Type of conversations that dominate
• Topics driving the most engagement
• Questions that are being asked
• Information they are naturally sharing
Integrated Marketing Efforts
• Existing analytics, content and assets
• Customer feedback, market research
• Current marketing and communications plan
35. It’s not a matched set of luggage.
- Chris Wexler
36. Content Plan
SELL THE CATEGORY Category Benefits
USP, Product
DIFFERENTIATE
Benefits, Features
Product Sample
OFFER AN Reviews, Testimonials
EXPERIENCE Information, Entertainment
Application/Utility
Opt in to Ongoing
CALL TO
Relation, Promotion
ACTION
Sense of Urgency
FOSTER WORD
OF MOUTH
Tell a Friend, Share
REFERRAL
Write a Review
37. Channel Plan
Website Blog Email SMS Facebook Twitter YouTube Flickr Etc.
Role
Daily
Type of Content
Weekly
Monthly
Quarterly