Content marketing strategy success plan

  • Published on
    15-Apr-2017

  • View
    270

  • Download
    5

Transcript

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    7 Steps to your content marketing success plan

    Presented by Stephen Bateman

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    https://www.linkedin.com/pulse/open-letter-b2b-content-marketers-carlos-hidalgo

    https://www.linkedin.com/pulse/open-letter-b2b-content-marketers-carlos-hidalgo

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Its not human to plan (for many.)

    http://contentmarketinginstitute.com/2015/12/uk-2016-content-marketing-research/

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    POLL

    Poll question

    DIGITAL WEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409

    Poll #1

    Do you have a content marketing strategy?

    1. Yes, and it is documented. 2. Not yet. 3. Unsure. 4. Yes, but it is not documented.

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    My early experimentation with content marketing.

    I started blogging here in early 2012For a year, I didnt break 100 visits/day Then a post got some attentionBut visits flatlined againMost people would have given up hereBut Im glad I saw it through

    Analytics

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    The Hype Cycle concept is an accurate way to follow the adoption curve of a disruptive technology.

    1. The technology trigger point for content marketing: Any business can publish on the web. Big platforms, huge

    audiences. No fees.Aspirant status

    2. Content marketing seen as shiny, amazing, and novel. We

    all jump on the wagon. Explorer status.

    3. Slide into trough. This isnt as easy as we thought. It

    doesnt work. Blame the tool. Disillusioned status. Most

    give up here.

    4. With expert help we can learn the process. Find the optimal way. Enlightened

    status.

    5. This works. Great ROI. Experienced, knowledgeable

    status.

    Content Marketing Through the lens of Gartners Five Step Hype Cycle

    Gartner Five Step Hype Cycle

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/Content-Marketing-Strategy-e-Learning-Course

    Whats your content marketing maturity level?

    Assess your capability.

    http://bit.ly/Content-Marketing-Strategy-e-Learning-Course

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    USAGE & EFFECTIVENESS

    How would you describe your organizations content marketing maturity level?

    This was a new question this year. In general, effectiveness levels are greater among marketers with higher levels of content marketing maturity.

    Among those who reported being the most effective: 78% were in the sophisticated/mature phase 22% were in the adolescent phase 0% were in the young/first steps phase

    SAY SOPHISTICATED OR MATURE32% SOPHISTICATED

    MATURE

    ADOLESCENT

    FIRST STEPS

    YOUNG

    Providing accurate measurement to thebusiness, scaling across the organization

    Finding success, yetchallenged with integrationacross the organization

    Have developed a business case,seeing early success, becoming more sophisticated with measurement and scaling

    Growing pains, challengedwith creating a cohesive strategyand a measurement plan

    Doing some aspects of content,but have not yet begun to makecontent marketing a process

    9%

    14%

    23%30%

    23%

    How UK Marketers Assess Their Content Marketing Maturity Level

    Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute

    SPONSORED BY

    7

    http://bit.ly/cmi-uk-benchmarks-2016

    Content marketing maturity levels in the UK 2016

    http://bit.ly/cmi-uk-benchmarks-2016

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    The return on content marketing lags, and the benefits arent apparent until later.

    Rule 1.

    http://bit.ly/content-roi-webinar

    http://bit.ly/content-roi-webinar

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    30 day trials dont work. Content marketing is a marathon, not a sprint. Dont give up too soon.

    Takeaway #1

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    For more on costs, KPIs, measurement and ROI.

    ROI =Return

    Investment cost of producing content cost of sourcing content time planning / managing strategy time distributing content paid promotion software and tools

    visibility in search share of voice, brand uplift thought leadership, mentions conversions leads and revenue

    http://bit.ly/Content-ROI-Guide

    http://bit.ly/Content-ROI-Guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/curata-ultimate-tool-list

    http://bit.ly/curata-ultimate-tool-list

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/curata-ultimate-tool-list

    http://bit.ly/curata-ultimate-tool-list

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Lets untangle the distortion.

    In seven interdependent steps.

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Work on

    4 Manage the editorial.

    4 Themes, topics, 12 month calendar, production plan, content hub.

    5 Create great content.

    5 Writing, headlines, formatting, on-page SEO, curation, atomisation.

    6 Market your marketing.

    6 Channel management, influencers, paid promotion.

    Non-negotiable

    1 Audit and set clear goals.

    1 Capability assessment, content audit, smart goals, metrics.

    2 Define audiences and personas.

    2 Customer segments, ideal buyer personas, buying cycle, keywords.

    3 Create a strategy.

    3 One pager: Mission statement, value proposition, sweet spot, governance.

    7 Evaluation and measurement ROI.

    7 Costs, metrics, analytics, reporting.

    My 7 Step Content Marketing Success Plan.

    http://bit.ly/cm-strategy-guide

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    POLL

    Poll question

    DIGITAL WEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409

    Poll #2

    What is your primary content challenge?

    1. Producing a variety of content. 2. Producing engaging content. 3. Producing content consistently. 4. Measuring content effectiveness.

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/cmi-uk-benchmarks-2016

    http://bit.ly/cmi-uk-benchmarks-2016

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    4 Manage the editorial.

    4 Themes, topics, 12 month calendar, production plan, content hub.

    5 Create great content.

    5 Writing, headlines, formatting, on-page SEO, curation, atomisation.

    6 Market your marketing.

    6 Channel management, influencers, paid promotion.

    1 Audit and set clear goals.

    1 Capability assessment, content audit, smart goals, metrics.

    2 Define audiences and personas.

    2 Customer segments, ideal buyer personas, buying cycle, keywords.

    3 Create a strategy.

    3 One pager: Mission statement, value proposition, sweet spot, governance.

    7 Evaluation and measurement ROI.

    7 Costs, metrics, analytics, reporting.

    Challenge #1 - Producing Engaging Content.#1

    Pro

    duci

    ng e

    ngag

    ing

    cont

    ent

    http://bit.ly/cm-strategy-guide

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Three-step content marketing mission statement#1

    Pro

    duci

    ng e

    ngag

    ing

    cont

    ent

    http://bit.ly/cm-strategy-guide

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Persona Profile: Laura | Age: 24 34 years old | Demographic: B or C1

    Job: Laura is employed within the same sector in which she did her degree. Either an office based, professional services job or a nurturing role such as a teacher or healthcare. Laura is determined to keep climbing her chosen career ladder and is currently working toward a promotion into middle management, if she isnt there already!

    I wish there was an

    extra hour in the day! Between organizing her active social life, staying late at work, catching up with mum, reviewing the wedding budget with her fianc and replying to numerous WhatsApp messages from her bridesmaids Laura finds herself saying this phrase often! Anything that can help her spend her time more efficiently, is King.

    Her main online frustration is:

    There is a glut of information available

    online, but most of it isnt relevant to me. I havent got time to wade through it all!

    Laura loves visual,

    graphical and concise content!

    Laura knows her Facebook usage is out of control! She cant help checking Facebook on her smartphone throughout the working day. She also uses her smartphone to browse Pinterest and wedding blogs during her commute to work. In the evening, if she isnt out at the latest bar or restaurant in town, she curls up on the sofa with her tablet or laptop to continue her Pinterest search, whilst checking in on Facebook and Instagram throughout the evening.

    Family, friends and social acceptance are central to Lauras decision making process.

    Laura has a realistic, but not bottomless, budget. She wants to avoid cutting corners so will

    invest her precious time in ensuring that she is spending

    her money wisely.

    In her spare time, Laura catches up with friends at local foodie establishments. She is prepared to pay for quality food and drink if she has heard positive reviews from her social circle.

    #2 P

    rodu

    cing

    eng

    agin

    g co

    nten

    tCustomer Persona

    http://bit.ly/cm-strategy-guide

    For B2B Buyer Persona generation visit:http://bit.ly/B2B-Buyer-Persona-Generation

    http://bit.ly/cm-strategy-guidehttp://bit.ly/B2B-Buyer-Persona-Generation

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    #3 P

    rodu

    cing

    eng

    agin

    g co

    nten

    tThree-step content curation system

    Select the most important evergreen content. Organise / tag and file it in a content repository. Filter-out the mediocre stuff. Act like a museum curator working on an outstanding exhibit. Curation is a human practice.

    Identify big trends from small musings. Mash up / merge content to create fresh perspectives. Publish to your social networks. Distribution is semi- automated.

    Use a combination of tools to grab / trap / scoop gather content from scattered places and bring them into one place. Aggregation is a technology.

    Content Curation

    I

    Adapted HiveFire Inc

    I

    Content Elevation

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    #4 P

    rodu

    cing

    eng

    agin

    g co

    nten

    tA great content creation checklist

    http://bit.ly/cm-strategy-guide

    Attractive1

    Discoverable 2

    Consumable3

    Understandable 4

    Shareable 5

    Actionable 6

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Takeaway: Spend minimum 20% of your time researching and testing headlines

    Pay special attention to headlinesOn average, five times as

    many people read the headline as read the copy

    body. When you have written your headline, you have

    spent eighty cents of your dollar.

    David Ogilvy

    80% of people make a decision about whether or not they should check out an article based on the headline.

    #4 P

    rodu

    cing

    eng

    agin

    g co

    nten

    t

    Attractive1

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    PersonaliseWords that stand out from the crowd

    You and Your

    You is the 5th most popular word in viral headlines.*

    Your is in the Top 20.

    Combined, these two pronouns appear in 16 per cent of all the headlines in the study.*

    Takeaway: Use You and Your to signal your content is about the reader, not about the writer.

    *Rippen survey: http://bit.ly/viral-headlines

    #4 P

    rodu

    cing

    eng

    agin

    g co

    nten

    t

    Attractive1

    http://bit.ly/viral-headlines

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    Test your headline for attractiveness

    http://bit.ly/headline-analyser

    #4 P

    rodu

    cing

    eng

    agin

    g co

    nten

    t

    Attractive1

    http://bit.ly/headline-analyser

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/cmi-uk-benchmarks-2016

    http://bit.ly/cmi-uk-benchmarks-2016

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    4 Manage the editorial.

    4 Themes, topics, 12 month calendar, production plan, content hub.

    5 Create great content.

    5 Writing, headlines, formatting, on-page SEO, curation, atomisation.

    6 Market your marketing.

    6 Channel management, influencers, paid promotion.

    1 Audit and set clear goals.

    1 Capability assessment, content audit, smart goals, metrics.

    2 Define audiences and personas.

    2 Customer segments, ideal buyer personas, buying cycle, keywords.

    3 Create a strategy.

    3 One pager: Mission statement, value proposition, sweet spot, governance.

    7 Evaluation and measurement ROI.

    7 Costs, metrics, analytics, reporting.

    2 critical focus areas.#2

    Mea

    surin

    g co

    nten

    t effe

    ctiv

    enes

    s

    http://bit.ly/cm-strategy-guide

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    A goldmine of data

    Content analytics

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    POLISH / optimise KEEP / do more

    3 TRASH

    4Spreadsheet

    Existing Content Assets1

    RubbishStar content Moderate2

    Gaps

    Ideate /CREATE

    http://bit.ly/cm-strategy-guide

    #2 M

    easu

    ring

    cont

    ent e

    ffect

    iven

    ess

    A content auditing system

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/cm-strategy-guide

    #2 M

    easu

    ring

    cont

    ent e

    ffect

    iven

    ess

    A simple reporting system

    http://bit.ly/cm-strategy-guide

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    http://bit.ly/Content-Marketing-Strategy-e-Learning-Course

    Plan your journey to content marketing excellence

    Assess your capability.

    Whats my capability? Is content marketing right

    for me and my business? How much does it cost? How do I get buy-in? How do I decide what skills

    and disciplines to focus on? What techniques can I learn

    to improve my content marketing ROI.

    What tools will help me promote my content and increase my reach?

    http://bit.ly/Content-Marketing-Strategy-e-Learning-Course

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    My 10 departing best practice tips for content marketing success1. Ideal buyer personas are non-negotiable: we can only create content that works when we understand what out target

    audience is looking for. 2. Understand your buyers issues and challenges: Define eight category themes and topics in your sweet spot, stick to

    them, relentlessly, if you want search engines to index and rank your content as expert and authoritative. 3. Know your buyer cycle intimately: There are 6 phases and 13 touch points in the buying cycle (funnels) where your

    potential buyer is open to influence. This is where your content marketing can win or lose the battle. This is where you pick your formats. It your marketing, but its their time. Have you got the formats that are required for the job, or are you leaking profit?

    4. Its better to publish one truly excellent post per week than five mediocre posts every week. 5. If youre creating great content, but have poor on-page SEO, you might as well not be creating content. 6. If youre still in the early stages of earning your domain authority and page rank, use programmatic paid solutions to

    promote your content. 7. Allocate 25% of your time and budget to paid promotion. 8. Define your process. At Concentric Dots / Smart Insights we use a seven step process. 9. Dont aim for perfection with your strategy, rough is enough. Create a simple one-page content marketing strategy which

    has your goals, metrics, mission statement, target audiences, editorial ideas, frequency, and channel management plans. 10.Get specialist training and support in creating great content that has the six attributes, without which you will just waste

    your precious time and money.

  • #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK 0845 680 5409@concentricdots

    CONNECT WITH ME

    https://uk.linkedin.com/in/shbateman

    https://www.facebook.com/groups/concentricdots.membersclub/

    http://twitter.com/concentricdots

    http://www.slideshare.net/stepbate

    http://www.slideshare.net/stepbate

Recommended

View more >