Content Marketing That Converts
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http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts 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.
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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.
- 11. 1
- 12. 1 I have no patience for useless things.
- 13. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
- 14. 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…
- 15. 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
- 16. We tune out the noise.
- 18. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
- 19. 1
- 21. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
- 22. 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
- 23. 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
- 24. Joe Pulizzi: “Don’t build your house on rented land.” - Publish On Your Own Content Hub -
- 25. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
- 26. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ”
- 27. How brands can become consumed with their story, not their customers. Unique Point of View Trap
- 28. 2
- 29. 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
- 30. 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
- 31. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
- 32. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI
- 33. • 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?
- 34. 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.
- 35. 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
- 36. Show me the money!
- 37. 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
- 38. 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.
- 39. Consider Your Destination and Branding
- 40. 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
- 41. 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
- 42. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
- 43. 60-70% of marketing content goes completely unused. *Sirius Decisions
- 45. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
- 46. 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!
- 47. Look at Content by Buyer Stage Early Stage Middle Stage Late Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6%
- 48. 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?
- 49. What Are We Going to Talk About? Defining Topics
- 50. 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
- 51. 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.
- 52. How to Rank for SEO? Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides
- 53. 5 Distributing Your Content “Even great content needs a push!” Average Hollywood movie splits 40-50% production with 50-60% distribution
- 54. Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer, Kraft
- 55. We shifted investment from advertising to content marketing so we could shout louder than we spend. Beth Comstock CMO, GE ” “
- 56. Define Key Measures and Targets Download this template now!
- 57. 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
- 58. Focus on Subscriptions Drove Conversions Appropriate OffersFocus on Subscriptions
- 59. Measure And Report Out Each Month
- 61. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
- 62. 20 Amazing Examples of Brand Content Marketing Hubs
- 63. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, authoritative voices, community = Outcome: The largest source of inbound leads.
- 64. CapGemini Content-Loop.com • 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
- 65. Maersk • Amazing photos that appeal to their audience • Thousands of likes per post • Massive Brand Engagement, Loyalty
- 66. GE Science Vines
- 67. Wistia Videos • Engaging How To Videos • Strong Call To Action • Content = New Subscribers
- 68. 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
Editor's Notes
- The #1 questions we seeing from our customers
- Ant that can be your brand
- Not only are we going to give you tips and tricks but also make it very practical
- We’ve all asked the question, why content marketing? To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
- Ant that can be your brand
- The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
- The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
- A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey. Awareness, we’re wanting to learn, get our questions answered and read thought leadership. Consideration, we want more types of content. By Preference, there’s less thought leadership and learning, and more about what makes your brand different.
- As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity. So the way we balance is make your customers the hero of the story. Take your brand out. How do you do that? You solve their problems at every stage of the journey.
- Core components the way we need to think. We need to think different.
- Effective content marketers are 5 times more likely to have a DOCUMENTED content strategy.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
- Discover – What is the business case and what is the need for change? We have to point to the things that aren’t working. We need to have the courage to stand up to our executives and show what’s working and what’s not. Current state. Where are you currently? Budget – there’s enough of ineffective spend you can repurpose. Destination – where and how you’re going to publish. design, platform to support, where, activity on the destination you choose, and how the rest of your organization is going to integrate. Topic Models – Topics you want to be known for when thinking of you target audience. Customer Journey– We can’t show someone read a piece of content and bought something.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
- These are not all necessarily people, but instead responsibilities. One of my first hires was a curator. Someone who finds and repurposes the best content from around the web. Look at what your audience is interested in. SEO on the other hand, understand what kind of content you need to create.
- Is it an on brand or off-brand strategy? Depends on your brand and goals. Timeline – totally unbranded. Off-branded domain. Branding that’s almost invisible. Monster – you can see its completely in line with their corporate website. Logo, typography, similar structure. Pepsi pulse – completely reinvented their website. Seeking to be a destination about anything about pop culture.
- A content audit is important because it helps you understand the level of the content issues you have. Help you determine where you have performance issues.
- No matter where you are in your content marketing strategy, NewsCred's Strategy Services team can help ensure you're successful. Not only do we provide 24/7 global product support, but we also offer daily editorial curation and can help set your long-term strategy with customized consultations, workshops and brainstorms.
- 94% of all the content we were creating was for late and middle stages. Most of the content we made was promotional…why we were better. However, more people are in the early stage, so we were completely upside down.
- A lot of people jump to topics. Google trends, competitors, online properties serving needs. Thinking about topics and architecture is an important step.
- Key words appropriate
- Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy. Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence. Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO. Social content allows you to always stay topical and publish content that is buzzworthy and trending. Co-created content. We call this combination The Rule Of Thirds – a starting point. AS you’re publishgin you can optimize.. Diversifying your content strategy allows you to scale in a way
- Distribution is the biggest mistake we see marketers make.
- Tracking over the course of a year.
- Are we gaining traffic from organic and social. Up and to the right.
- One area where we admittedly struggled was how to maximize conversion on the site. Our original premise was that visitors would be intrigued by the content and would want to learn more about our solutions. Despite having more than a dozen conversion opportunities on every page, to send traffic to SAP.com, our analysis showed very few visitors were ready to take that leap. The data showed us that those who do convert had almost ten times higher chance of beng a subscriber. So we focused on subscriptions and driving conversion through more appropriate middle-stage thought leadership offers. We still struggle with matching up our content to the right offer.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.