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Marketing Rewired:
Developing a Fool-Proof Content Str...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
Content marketing works
2
60%
Of people are inspired
t...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
Yet most of us claim we aren’t effective at it
3
88% o...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
How do marketers rewire
their content strategy to
driv...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 5
B2BB2C
Who are you
targeting?
Start with 3 simple qu...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 6
The only way to win at content
marketing is for the ...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
Define your content structure
7
CONTENT
HUB
B2C CATEGO...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
Creating great content takes great people
8
Unfortunat...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 9
CostSpeed
Quality
PICK TWO
The dilemma we all face
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 1010© 2016 Upwork Inc. Proprietary and confidential. D...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 11
You could hire an agency...
Brand strategy
Strategi...
By 2020, nearly half of the U.S. workforce will be freelancing
The freelance talent pool is exploding
53M
Freelancers
in t...
© 2015 Upwork Inc. Proprietary and confidential. Do not distribute.
Working with a distributed team member
13© 2015 Upwork...
© 2015 Upwork Inc. Proprietary and confidential. Do not distribute.
Tracy G.
Content
Strategist
Danila V.
Content Manager
...
© 2015 Upwork Inc. Proprietary and confidential. Do not distribute.
The Situation:
A global e-commerce marketplace had a m...
© 2015 Upwork Inc. Proprietary and confidential. Do not distribute.
The Situation:
Global CPG firm was spending over $8MM ...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
4 pillars of successful content marketing
17
Source: C...
1 Just get started. You’ll lose months waiting for the perfect plan.
2 Map your content to each stage of your funnel.
3 Be...
© 2016 Upwork Inc. Proprietary and confidential. Do not distribute.
Rich Pearson · SVP, Marketing & Categories · @pearsoni...
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Marketing Rewired: Developing a Fool-Proof Content Strategy that Drives Bottom-Line Results

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Traditional marketing has been flipped on its head. Marketers know that today’s customers are much more savvy. They no longer listen to bullhorns and are skeptical of being oversold. Marketers know they must be successful in creating and distributing solid content that creates dialogue. Yet only 4 in 10 marketers have a documented content marketing strategy in place. As content marketing continues to grow, how can marketers create a winning strategy that turns into business results?

In this presentation, you will learn how to:
- Understand where most content marketers go wrong in content development
- Develop a winning content marketing game plan
- Create, develop and distribute results-driven content

Publié dans : Business
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Marketing Rewired: Developing a Fool-Proof Content Strategy that Drives Bottom-Line Results

  1. 1. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Marketing Rewired: Developing a Fool-Proof Content Strategy that Drives Bottom-Line Results Rich Pearson · SVP, Marketing & Categories · @pearsonisms
  2. 2. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Content marketing works 2 60% Of people are inspired to seek out content after reading content about it Of B2B buyers increasingly rely on content for purchasing decisions Content marketing produces 3x more leads per dollar than paid search marketing ~70% 3X
  3. 3. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Yet most of us claim we aren’t effective at it 3 88% of marketers said they used content marketing 30% of marketers said they were effective at content marketing
  4. 4. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. How do marketers rewire their content strategy to drive bottom-line results? 4
  5. 5. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 5 B2BB2C Who are you targeting? Start with 3 simple questions What is your relationship? What is your goal?
  6. 6. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 6 The only way to win at content marketing is for the reader to say, ‘This was written specifically for me’”. wonder why offices ever existed.- Sir Richard Branson, Founder of Virgin Group - Jamie Turner, CEO of 60 Second Marketer
  7. 7. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Define your content structure 7 CONTENT HUB B2C CATEGORY ONE (How To’s) CATEGORY TWO (Design) CATEGORY FIVE (Development) CATEGORY FOUR (Distributed Teams)
  8. 8. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Creating great content takes great people 8 Unfortunately, great people are hard to find... 320% More marketers report trouble finding content marketing professionals over last year
  9. 9. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 9 CostSpeed Quality PICK TWO The dilemma we all face
  10. 10. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 1010© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Job openings unfilled after three months Build your own team… in 4+ months
  11. 11. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 11 You could hire an agency... Brand strategy Strategic guidance ✅ ✅ ✖ ✖ Delivery speed Costs add up
  12. 12. By 2020, nearly half of the U.S. workforce will be freelancing The freelance talent pool is exploding 53M Freelancers in the U.S. now
  13. 13. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Working with a distributed team member 13© 2015 Upwork Inc. Proprietary and confidential. Do not distribute.
  14. 14. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Tracy G. Content Strategist Danila V. Content Manager Druv A. Content Producer Firmo S. Writer The best answer for most? Build a hybrid team IN-HOUSE TEAM AGENCY Mariana M. Marketer
  15. 15. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. The Situation: A global e-commerce marketplace had a major initiative to boost SEO traffic to their site. To create the content, the marketing team had to source dozens of writers across a wide range of categories and topics—and engage them quickly to meet their ambitious goals. The Solution: Their content marketing team sourced a team of more than 30 writers to develop in-depth and well- researched, long form content for the site. Results: Developed more than 10,000 articles | 300 articles per quarter 7 days to source more than 30 writers Scaled content created by 5x with freelance writers 15 In just 7 days, I was able to source a team of more than 30 writers to develop long-form content for our site. Content writers: high quality content at scale
  16. 16. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. The Situation: Global CPG firm was spending over $8MM for an annual program where each division needed to produce a rich media video. The Solution: Formed a team of video production specialists from around the globe with careful consideration to time to results, quality, and cost savings. Results: Delivered equal or better quality on results Cost of $800k (10% of baseline cost) 70%+ savings and 50% reduction in cycle time on 90 videos Turnaround time decreased dramatically 16 It’s amazing, not only did we save money, but the platform’s freelancers raised the bar on the actual quality of the videos as well. Video Production: Delivering quality at the right cost
  17. 17. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 4 pillars of successful content marketing 17 Source: Content Marketing Institute, “2016 Benchmarks, Budgets and Trends” 1 Start with 3 simple questions. 2 Define your content structure. 3 Build a great team. 4 Launch. Measure. Tweak. Repeat.
  18. 18. 1 Just get started. You’ll lose months waiting for the perfect plan. 2 Map your content to each stage of your funnel. 3 Be prolific (within reason) and see where you get traction. 4 It takes 60 days to build your content marketing muscle. 5 Once you hit ~100 posts, spend 30% of your time optimizing old posts. 6 Don’t measure your content marketing team solely on conversion. 7 Your tip here . . . 7 content marketing takeaways
  19. 19. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Rich Pearson · SVP, Marketing & Categories · @pearsonisms Ask me ANYTHING

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