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Content Marketing That Converts


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How Do You Create Content Marketing That Converts?

There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.

As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.

A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.

Published in: Marketing
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Content Marketing That Converts

  1. Content Marketing That Converts Michael Brenner NewsCred – Head of Strategy @BrennerMichael
  2. Agenda • The key factors for content marketing success • The core components of a content marketing strategy • How to utilize content across the buyer journey • Companies doing it right
  3. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love.
  4. Content today must compete with pictures of babies and kittens.
  5. Content marketing trends
  6. 1
  7. 1 I have no patience for useless things.
  8. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  9. 4.75 billion piece of content are shared 1.8 billion photos are uploaded and shared 500 million tweets are posted 700 million snapchats are sent Every single day…
  10. 5,000 78% 94% 44% 90% marketing messages per day “Do Not Call” list skip TV ads direct mail never opened of emails never opened
  11. We tune out the noise.
  12. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
  13. 1
  14. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
  15. Awareness Consideration Preference Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list
  16. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity
  17. Joe Pulizzi: “Don’t build your house on rented land.” - Publish On Your Own Content Hub -
  18. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  19. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ”
  20. How brands can become consumed with their story, not their customers. Unique Point of View Trap
  21. 2
  22. Key factors to content marketing success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 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
  23. Give yourself a grade . . Best Practice R Y G Have a documented content strategy? Have someone managing content Content hub maps to the consumer journey Publishing quality, volume and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined Overall: D
  24. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  25. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI
  26. • Thinking and acting like a publisher • Delivering content your audience wants • Managing content as an asset (with an ROI) What is a Content Marketing Strategy?
  27. Content Marketing Mission Statement Become a destination for [target audience] interested in [topics]. To help them [customer value]. This will help us [content marketing goals] • Earn your audience’s attention vs. just buying it • Reach, engage and convert NEW buyers AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
  28. Content Marketing Roadmap • Budget • Destination • Frequency • Amplification / Optimization • Collaboration (Who does what) Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization • Business Case • Current State • Budget • Branding/Design • Platform • Firm Integration • Who Does What? • Agency • Distribution • Structure • Topics • Types • Content by Stage • Conversions • Subscriptions • Define report • Who / When? • Content • Platform • Distribution
  29. Show me the money!
  30. Building The Business Case 1. Reach early stage buyers • Fair “Share of Conversation” • % Unbranded Search traffic on your website • Banner effectiveness at driving brand visits • Cost of advertising / search landing pages with low organic and social traffic • Cost of organic and social website traffic vs. paid 2. Engage new buyers with your brand • Time spent, Bounce rate on content vs. advertising landing pages • Cost / Repeat visits, Time engaged with your brand • Subscribers, value per subscriber 3. Conversions you would have never reached • Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale • Content % source of leads • ROI vs. Avg. Marketing ROI
  31. Define Content Marketing Roles and Functions Content Marketer / 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. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curation Fines and re- purposes the best content from your business and from around the web.
  32. Consider Your Destination and Branding
  33. Design Structure 1) Categories across the top show visitor what space you are in 2) Images help humanize the site and break text 3) Published content horizontally shows frequency (add dates and authors) 4) Share buttons encourage social sharing 5) Mid-stage offer on right 6) Newsletter/subscription sign up
  34. A Successful Content Marketing Strategy Key Takeaways: 1. Commit to publishing content that your customers actually want 2. Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use 3. Start publishing content 4. Distribute the winners (paid, email and organic social) 5. Measure and optimize what works 6. Thank Michael Brenner . . . (Your Welcome!) jk
  35. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  36. 60-70% of marketing content goes completely unused. *Sirius Decisions
  37. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
  38. Conduct a Content Audit A Content Audit will help you: • Give you a true sense of scale • Identify gaps • Seize opportunities for content repurposing • Determine performance issues • Evaluate content quality • Improve your information architecture Download this template now!
  39. Look at Content by Buyer Stage Early Stage Middle Stage Late Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6%
  40. Reach, Engage and Convert the Right People. Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is Content Marketing? Why is content marketing important? (10-3000 X) How Do I Create a Content Marketing Plan That Works (2-10 X) Who is the best Content Marketing provider?
  41. What Are We Going to Talk About? Defining Topics
  42. Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Stage Stage
  43. Utilize the Right Mix of Content Custom Content Share on-brand stories and recipes which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
  44. How to Rank for SEO? Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides
  45. 5 Distributing Your Content “Even great content needs a push!” Average Hollywood movie splits 40-50% production with 50-60% distribution
  46. Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer, Kraft
  47. We shifted investment from advertising to content marketing so we could shout louder than we spend. Beth Comstock CMO, GE ” “
  48. Define Key Measures and Targets Download this template now!
  49. Organic and Social: Up and to the Right 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors Traffic from Organic, Social & Referrals
  50. Focus on Subscriptions Drove Conversions Appropriate OffersFocus on Subscriptions
  51. Measure And Report Out Each Month
  52. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  53. 20 Amazing Examples of Brand Content Marketing Hubs
  54. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, authoritative voices, community = Outcome: The largest source of inbound leads.
  55. CapGemini • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI
  56. Maersk • Amazing photos that appeal to their audience • Thousands of likes per post • Massive Brand Engagement, Loyalty
  57. GE Science Vines
  58. Wistia Videos • Engaging How To Videos • Strong Call To Action • Content = New Subscribers
  59. 3 Tips For Content That Converts: 1. Stop promoting. Create for real people. 2. Be the best answer on the internet. 3. Focus on subscriptions and CTA
  60. Youraudiencewantsstories. Createdjustforthem. Willyougiveittothem? @BrennerMichael