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A Roadmap for Success: How to Plan and Build a Content Marketing Strategy

Presentation from NewsCred's #ThinkContent Roadshow in San Francisco. A Roadmap for Success: How to Plan and Build a Content Marketing Strategy

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A Roadmap for Success: How to Plan and Build a Content Marketing Strategy

  1. 1. How to Plan + Build a Content Marketing Strategy Liz Bedor Brand Strategist, NewsCred @lizbedor #ThinkContent
  2. 2. There’s been a fundamental shift in the way we create, consume and share content. 4.5 BILLION pieces of content are shared every day 1.8 BILLION photos are uploaded and shared 700 MILLION snapchats are sent 500 MILLION tweets are posted #ThinkContent @lizbedor
  3. 3. People tune out the noise. #ThinkContent @lizbedor
  4. 4. We choose what matters. We follow, like, subscribe and recommend only the things we actually care about. #ThinkContent @lizbedor
  5. 5. We need to stop interrupting what people are interested in and be what people are interested in. Craig Davis ” “ #ThinkContent @lizbedor
  6. 6. Content Marketing = Brand Publishing • Delivering content your audience wants • Content published continuously and consistently • Seeks to answer customer questions across the buyer journey • Managing content as a strategic asset with ROI #ThinkContent @lizbedor
  7. 7. Content Marketing ≠ Advertising • Not advertising or PR • Not campaign-based • Not promotional • Not brand-led #ThinkContent @lizbedor
  8. 8. Brand Purpose What Customers Want Content Marketing #ThinkContent @lizbedor
  9. 9. 1 Documented content strategy 2 Have managing editor 3 Consistently publish quality content 4 Map content to consumer journey 5 Balance paid, owned, and earned Media 6 Focus on content subscribers 7 Track content marketing ROI Key Factors to Content Marketing Success: #ThinkContent @lizbedor
  10. 10. Give Yourself a Grade BEST PRACTICE R Y G Have a Documented Content Strategy Have Managing Editor Consistently Publish Quality, Variety of Content Map Content to Consumer Journey Balance Paid, Earned, Owned Media Focus on Content Subscriptions Track Content Marketing ROI Overall: ? #ThinkContent @lizbedor
  11. 11. Why is it Important to Have a Documented Content Strategy? * Content Marketing World EFFECTIVE CONTENT MARKETERS INEFFECTIVE CONTENT MARKETERS DOCUMENTED CONTENT MARKETING STRATEGY HAS A CONTENT MARKETING STRATEGY NO STRATEGY 54% 11% 41% 44% 3% 44% #ThinkContent @lizbedor
  12. 12. Discovery Destination Team Editorial Customer Journey Measurement Optimization • Audience analysis • Business case • Current state • Budget • Branding • Design • Platform • Integrations • Agency • NewsCred • Internal teams • Structure • Topics • Types • Tone • SEO • Content by stage • Conversions • Subscriptions • Retention • Define report • Tools/software • What / when • Content • Platform • Distribution The Content Marketing Roadmap #ThinkContent @lizbedor
  13. 13. Discovery Discovery Destination Team Editorial Customer Journey Measurement Optimization
  14. 14. Understand Your Audience • Who are they? • What do they care about? • What are their challenges? • Where do they get their information? • When do they consume this information? • What devices do they use? • How much expertise does your audience already possess? • Does your audience know who you are? • How does your audience feel about you? • What questions do they expect you to answer? @lizbedor
  15. 15. Build the Content Marketing Business Case Do Your Research Internally Set Appropriate Goals Align Program Goals with Company Objectives Ask for a Realistic Budget Find the costs and ROI of other marketing departments Understand what metrics your organization’s leadership cares about most Set goals that are realistic and expected in order for your program to be considered a success Ask for the moon and the stars, with the hope of just getting the moon #ThinkContent @lizbedor
  16. 16. BRAND HEALTH How your digital audience feels about you. BRAND AWARENESS/PERCEPTION How many of your early-stage prospects are finding their way to your company website? CONVERSIONS Prospects who became customers because of content you provided them. RETENTION Clients who continue to use your products and services. Identify the Content Marketing Business Case @lizbedor
  17. 17. Conduct a Content Audit to Understand Current State 1. COST 2. UTILIZATION 3. PERFORMANCE #ThinkContent @lizbedor
  18. 18. Find the Budget Calculate the Costs of Unused Content Borrow Budget from Underperforming Digital Assets Approach Budgeted Teams with a Partnership Opportunity #ThinkContent @lizbedor
  19. 19. Destination Discovery Destination Team Editorial Customer Journey Measurement Optimization
  20. 20. • Create a space for the content to live to get the most out of your marketing • Consolidate fragmented digital content and present a one- stop-shop environment Determine Where Your Content Will Live #ThinkContent @lizbedor
  21. 21. BRANDED NON-BRANDED Pros Pros Strong domain authority delivers search traffic Repairing trust issues with audience from history of too much promotional content Associate with positive brand perception Changing brand perception / disassociate from current brand perception Cons Cons Audience may discredit content for being promotional Forfeit existing domain authority search traffic Associate with negative brand perception Comparing Branded vs. Non-branded
  22. 22. www.pepsi.com • Associates Pepsi with pop culture + music • Looks and feels like Pepsi • Pepsi contests and products promoted in some content • Leverages Pepsi domain authority Branded: Pepsi’s Pepsi Pulse #ThinkContent
  23. 23. www.makeup.com • Only disclaimer that it is powered by L’Oreal is at very bottom of site • Reads like beauty magazine • “Shop the Story” links to L’Oreal products • Links to L’Oreal social sites Non-branded: L ’Oréal’s Makeup.com #ThinkContent
  24. 24. www.content-loop.com • “Powered by Capgemini” tag at top of page • Content does not mention or promote Capgemini services • Only Capgemini CTAs and banner advertisements Somewhere Between: Capgemini’s Content Loop #ThinkContent
  25. 25. Discovery Destination Team Editorial Customer Journey Measurement Optimization Team
  26. 26. Managing Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analyst Defines best/ worst performers, conversion optimization and measurement communications. Curator Finds and re- purposes the best content from your business and from around the web. A Successful Content Marketing Program Requires a Dedicated Team of Experts #ThinkContent @lizbedor
  27. 27. The Importance of a Managing Editor Create + Manage Editorial Calendar Top-level view of everything you’re pushing out to the web Align strategy with overall business goals Maintain Website Updates SEO meta data Formatting, tagging images and videos Categorizing + tagging posts Author data Update static pages Supervise Writer Network Suggest ideal topics Enforce tone of voice Ask for revisions Communicate with writers Edit, Format, Schedule, Publish Enforce consistency Be the voice of the company Know content well enough to inject internal links Reference upcoming events or webinars Test + Optimize Test plugins Demo new products #ThinkContent @lizbedor
  28. 28. Discovery Destination Team Editorial Customer Journey Measurement Optimization Editorial
  29. 29. Brand Purpose What Customers Want Content Marketing What Should You Write About? This is where you live #ThinkContent @lizbedor
  30. 30. Buyer Journey Should Fuel Your SEO Keyword Strategy… Middle Early Late Stage Persona Questions/Concerns Keywords Business Buyer Retain #ThinkContent @lizbedor
  31. 31. …Because Ranking High for SEO Keywords Should be a Core Objective for Your Content Marketing Program Organic search is responsible for 64% of all web traffic Only 2% of users travel to the 2nd page of Google 18% of users click on the first organic listing Source: Eyetools Inc #ThinkContent @lizbedor
  32. 32. Different Types of Content Serve Different Purposes Boost credibility and publishing cadence Share on-brand stories created specifically for your brand LICENSED CONTENT ORIGNAL CONTENT USER-GENERATED CONTENT Connect your fans and community, share their stories and experiences #ThinkContent @lizbedor
  33. 33. Why Licensed Content? Boost Publishing Cadence Leverage CredibilityCost Efficient With access to over 160k topics and millions of articles a day, licensed content allows you to boost your publishing cadence. Licensed content costs 3X less than original content while driving equal value in pageviews and shares (NewsCred). Licensed content allows you to borrow credibility from sources your audience knows and trusts. #ThinkContent @lizbedor
  34. 34. Get the Most Out of Your Original Content by Recycling It Into Different Formats Start by creating an eBook Read the eBook aloud and make it an audio book Interview a customer for a quote in the eBook and put that up as a video Take the audio from the video and make a podcast Create a presentation from the eBook with highlights #ThinkContent @lizbedor
  35. 35. A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day Increasing Publishing Frequency Increases Organic Traffic Source: Hubspot, 2015 #ThinkContent @lizbedor
  36. 36. Discovery Destination Team Editorial Customer Journey Measurement Optimization Customer Journey
  37. 37. Middle-Stage Content A combination of licensed and custom content that hits on niche topics specific to your offering and solutions: white papers, case studies, video and infographics. Late-Stage Content Custom content promoting your products and services: tactical guides and case studies Customer Stage Content Consistent cadence and mix of content as well as personalized recommendations: white papers, case studies, tactical guides Retain Evaluation Purchase Early-Stage Content Quality, licensed and custom content around broader, shareable topics that drives visibility and engagement: blog posts Awareness Content Through the Buyer Journey
  38. 38. Purchase Case studies promoting product offering Evaluation High-value, gated content on niche topics Awareness Content around broad, shareable topics Retain Mix of all content from all stages How American Express OPEN Fuels the Buyer Journey #ThinkContent @lizbedor
  39. 39. Discovery Destination Team Editorial Customer Journey Measurement Optimization Measurement
  40. 40. BRAND HEALTH How your digital audience feels about you. BRAND AWARENESS/PERCEPTION How many of your early-stage prospects are finding their way to your company website? CONVERSIONS Prospects who became customers because of content you provided them. RETENTION Clients who continue to use your products and services. Identify the Content Marketing Business Case @lizbedor
  41. 41. Measure the Content Marketing Business Case Paid vs. Organic Search Traffic Brand Awareness Organic Search Share of Voice Unbranded Organic Search Traffic Cost per Lead Conversions Total Conversions % of Leads Sourced by Content Marketing Time on Site Brand Health Social Likes Subscriptions Repeat Visitors Bounce Rate Social Shares / Followers Share of Voice / Offsite SEO Value of customer lifecycle Customer growth Retention #ThinkContent @lizbedor
  42. 42. Discovery Destination Team Editorial Customer Journey Measurement Optimization Optimization Discovery Destination Team Editorial Customer Journey Measurement Optimization
  43. 43. Even great content needs a push The average Hollywood movie spends 50-60% of production budget on distribution. #ThinkContent @lizbedor
  44. 44. After 6 Months, See What’s Working and What Isn’t • What characteristics do your best performing pieces of content have in common? • What categories are performing well / poorly? • What channels are people finding your content through? • Consider beginning paid distribution for your best content • Is your bounce rate high? People may not be identifying with your content. • Are you seeing an increase in conversions? • What is your most / least shared content? • How are people interacting with your brand on social? • What day of the week / time of day performs well / poorly? #ThinkContent @lizbedor
  45. 45. Thank you! #ThinkContent @lizbedor

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