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The Stepstones to Real Content Marketing

  1. Overview Definition 2 Content Mission Statement 3 Marketing (Buyer) Persona 5 Steps to integrate Personae into your Strategy 10 THE BUYER’S Journey 12 Convert CM into Business / Call To Actions 17 Great Content Checklist 21 Content Forms 23 Build Editorial Calender 24 Content Sources 27 Content Curation Ideas 28 Research 29 Optimize Content 31 KPIs and Measurement 33 Needs for long term run 36 Top Content Marketing Rules 2015 38 Contact 39
  2. Why do I need Content Marketing? Definition “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.”
  3. What is my Content Mission Statement? It’s what we strive to be to day and into the future. Targeted audience, kind of content, recipients outcome.
  4. Target Groups & Personas
  5. Marketing Persona Checklist What are their demographics? Who influences their product choices? What is their lifestyle? What are their interests?
  6. Marketing Persona Checklist What’s important in their buying decision What are their personal goals? What are they like from an emotional perspective? What are their past behaviors?
  7. Marketing Persona Checklist Why do they interact with your company and your competitors? What do they want from your company? Where do they look for information about your product category? What type of information do they want?
  8. What to do with a Buyer Persona? Address specific people. Address specific problems. Address specific beliefs.
  9. Steps to integrate Personae into your Strategy 1. Position your organization in your persona’s mind. 2. Present products and services to meet your persona’s needs and desires. 3. Price your offering based on your persona. 4. Promote sales based on your persona’s needs and timing. 5. Determine the specific type of content your persona seeks and wants.
  10. Steps to integrate Personae into your Strategy How often does your prospect purchase your product? When do your prospects need your products and services? Understand which channels and platforms your persona uses and how she spends her time on each.
  11. Map Personas to the Buyer’s Journey AWARENESS DECISION CONSIDERATION
  13. AWARENESS IDENTIFY NEED ”How do I know if I’m interested if I don’t even know you exist?” RESEARCH If your buyers begin to realize that they have a particular pain point, the research begins PRIORITIZE CRITERIA They’ll begin to understand which criteria do and do not meet their needs, allowing them to prioritize their questions during product demos
  14. CONSIDERATION RESEARCH Once buyers have their choices narrowed down to just a few companies, they’ll return to the research stage again COMPARE They’ll start reaching out, so that they can really drill down into the features that matter to their teams JUSTIFY Buyers begin focusing on content that contains information about pricing, ROI, and the bottom line to justify their expenditure
  15. DECISION SELECT They’ll start thinking about preparation, implementation, quick start costs, and customer support PURCHASE Buyers are ready to purchase. Most buyers will continue to research best practices, implementation guides, and more to make sure they’re ready to hit the ground running with their new tool EVANGELIZE If they are happy at the end of their journey, they can become a valuable marketing resource
  16. How to convert my CM into Business? CTAs (Call To Actions)
  17. How to convert my CM into Business? CTAs • 4 key components: Colour Message Shape Placement • Make CTA fit to where they’re at in the buying cycle +301% • Test your placement – 41% uplift • Help them to make a decision • Design for conversions –not to be aesthetically pleasing
  18. How to convert my CM into Business? CTAs Lead with persuasive verbs •Choose •Improve •Increase •Avoid •Act •Boost •Build •Capture •Explore •Ensure •Learn •Prevent •Gather •Keep •Leverage •Maximize •Overcome •Simplify •Solve •Stop •Succeed •Manage •Save •Conquer •Win •Unleash 3baeb5a72870&v=qf1&b=&from_search=2
  19. How to convert my CM into Business? CTAs Replaced “Buy Now” with “Add to basket”- 17% increase Give them a reason why they should act now CTA includes the benefit Use images to support your CTA’s 3baeb5a72870&v=qf1&b=&from_search=2
  20. What is great Content? / Checklist • document this: Because of content marketing, our customers will _______, our prospective customers will ________, and our business will _________. • What’s special about YOU and YOUR content? • Your “ONE THING” is the soul of your company that shines through all your content marketing • Give yourself permission to make the story BIGGER • document this: People will care about our content because of _______. Our content will inspire and motivate them because of _________. • document this: We will know our content is working because we will track _______, ________, and ____________. • document this: The audiences for our content marketing are described by this persona (_______), this persona (_______), and this persona (_______). • document this: Our buying stages are_______, _______,_______ and ______. We have listed all the questions our personas need to move through each stage here: _______.
  21. • Use strong content. Be bold. Show your passion. Tell who you are. • Find out what questions your customers and potential customers are asking about your industry or product. How can you find ways to answer those questions creatively while improving your audience’s overall experience? How can you be a resource to them? • What pressing questions are going unanswered? These gaps will become your content pillars. • Practice the rule of thirds: One part owned, original content, one part curated licensed content, and one part thought leadership or user generated content.
  22. Which Content Forms you can think of?
  23. Build an Editorial Calendar
  24. • Evolve a calendar structure: Start simple • Plan your content creation on a regular basis • Establish major content pieces & plan for content reuse • Plan and organize around key events, dates, and launches special business occasions, birthdays, local celebrations, holidays • Select content from other sources • Encourage co-creation • Get your employees and customers involved Build an Editorial Calendar
  25. • Title – or current working title • Author (ressources) – who’s writing the article • Category – what the article’s about • Keyword(s) – the article’s focus • URLs: This info can be archived as an easy way to keep your online content audits updated, or to link to older pieces of content in the new content you create. • Calls to action: This helps you ensure that every piece of content you create is aligning with your company’s marketing goals. • Article Type – If the article is a recurring feature, what type is it? • Promotion – Is the article associated with a special promotion and/or products? If so, what links are needed? • Content Format – What content form is to be used? Think text, image, video, audio, presentation, or other • Publishing Channels • Related Marketing Build an Editorial Calendar
  26. Where do I get the Content from? • Which people in your company regularly create content? • Talk to your sales team – learn what’s most inspiring (and confusing) to your customers and prospects. Talk to your buyers • Support team, customer service and product development • Events are a great inspiration for content
  27. Fill the Calendar with Ideas Content Curation Ideas • Share on social media • Create new content by adding your own commentary to relevant third-party content • Ask experts to contribute to a round-up post or panel discussion • Aggregate curated lists • Work with others to co-create social content • Invite your fans and customers to help with community-created social content • Rank the best • Select the best tidbits for your audience • Create a gallery
  28. Where do I get the content from? Research • Search trends understand what your customers are looking for then use programs like Google Keywords to meet them in the search process • Look with what topics and questions influencers in your branch deal. Choose three to five major issues in your industry and build your content around those pillars • Interview discussion leaders or invite them to write on behalf of your brand • Read what your customers are reading. Learn what they care about and who they trust
  29. Where do I get the Content from? Research • Look for trends – over time, within, and between content categories. • Get graded. Invite customers to contribute to the conversation. Ask to review and rate your products. Celebrate loyal fans. Thank customers and members of your community. • By reusing and repurposing a single content pillar, each department represented by the Editorial Board can meet the content demands of important distribution channels more easily and efficiently.
  31. Promote Content Support your content distribution with advertising where appropriate Think in terms of social media and paid search Cross-promote your content on other owned media Don’t underestimate the power of your retail establishment and other advertising
  32. KPIs and Measurement • Ones that relevant to your business strategy and use the industry specific You can organize your KPIs into the following four business areas: 1. Measuring and understanding your customers 2. Measuring and understanding your financial performance 3. Measuring and understanding your internal processes 4. Measuring and understanding your employees
  33. KPIs and Measurement • Customer retention rate • Measure traffic, time on site, and pages per visit • Measure lead generation, quality of leads, and entrance and touch points Track results systematically so that you can quickly identify successes and areas for improvement. Test, measure, scale, repeat • Website visitors, social media shares, newsletter sign-ups, offer downloads, and sales
  34. What do you need for long term run? • Patience or instead use your budget to concentrate on the main channels • Accept failures • Properly tag and categorize content, so that it can be easily found • Steal audience from publishers • Start with owned, earned then paid • Test your content efforts
  35. What do you need for long term run? Customer Education Invest in your team’s learningCheck your goals – don’t be afraid to switch gears Licensing content can help quickly improve and enlarge your content give readers greater variety with a mix of content and content sources where does each of your topics and content types fit? Empower creators to learn and care about your brand. re-engage past customers and encourage repeat business.
  36. Top Rules of Content Marketing for 2015 • Create engaging headlines. 80% of readers never make it past the headline • Have a documented content strategy • Make sure your content is easy to share • You need both quality and quantity • Tap into the power of curated content • Identify the best time for your posts online
  37. The Story Continues… by Simon Schwarz Get in contact