The sticky, rumbling, chaotic, towering and puzzling mess (that is content marketing)

THE STICKY, RUMBLING, CHAOTIC, TOWERING AND PUZZLING MESS(THAT IS CONTENT MARKETING)

CONTENT MARKETINGTHEORY = EASY

Content People

$Sales

CONTENT MARKETINGPRACTICE = HARD

CONTENT MARKETINGPRACTICE EXAMPLE: EBOOK

eBook

Landingpage

EmailFollow-up

Email

CMS

Analytics

tagtag

tag

tagBlogposts

tag

Influenceroutreach

Guestposts

DatabaseSEO/UXSocial

SEO/UXSocial Display

ads

Linkedinads

PPC?

PersonaPositioningMessagingCampaign reportingCross-

promotionMarketing Automation

That’s for one piece of content for one audience…

ADDITIONAL CONTENTMARKETING COMPLICATIONS

Team skillsWhat can our own people do?

Agency capabilitiesWhat makes sense for which agencies to do?

InternalWho else needs to be involved?Sales? Legal? HR?

THE THREE CORE CONTENT MARKETING TASKS

Structure

Content

Promotion

THE FIRST CORE CONTENT MARKETING TASK: STRUCTURE

Structure

Establish it.Drive it.Reassess it (yearly).

STRUCTUREQUESTIONS TO ANSWER

• What are our key channels?• How will we measure our key channels?• What are we going to measure?• How will we report what we’ve measured?• What are the stages of our buyer journey?• How will we escalate our leads?• What’s the schedule for content?• Who owns the schedule? The analytics?• What are our keywords?• How will we determine success?• When will sales get a lead?

RECOMMENDED TIMINGS

One month to make

One year to drive thenreassess

LOOK FOR A RELENTLESS, DETAIL-ORIENTED ENGINEER TO RUN THIS.

In short, an astronaut (ideally, David Bowman)

Structure’s the onlything that’s onceand done.(Everything else willrequire constant effort.)

THE SECOND CORE CONTENT MARKETING TASK: CONTENT

Content

Content creationdoesn’t scale.(But the more youdo it, the quicker andeasier it gets).

EIGHT STEPS TO CONTENT CREATION

ContentStrategy

CampaignCreation

CreativeBriefing

Production

Planning

Atomisation

ImplementationPost –Op

Assessment

The success of each step depends on the success of the previous step(and nothing’s real untilit’s done and measured).

Ideally, the content team will be intimately familiar with the content marketing structure (that first task).

THE THIRD CORE CONTENT MARKETING TASK: PROMOTION

Promotion

Promotion

Content

Successful promotion rests on,and is fully integrated with,content creation

MAPPING PROMOTION TO CONTENT CREATION

Who influencesour channels?What’s hot on their agendas?

Select paidand earned mediachannels

Query forwillingness toparticipate

Contactbloggers andchannel owners

Tune contentto channels

Launch timing

Post-launchWrap-up /Thank yous

Ongoing channelsupport

MAPPING PROMOTION TO CONTENT CREATION

Promotion >> Content + Structure

Successful promotion feeds backinto better content andstructure

CONCLUSION

In practice, content marketing is an incredibly intricate and challenging business.

But, with a little organization, it doesn’t have to be painful.And it can be very rewarding.

Successful content marketing gives you:• Great SEO• Boost to traffic• Boost to conversions• Boost to sales• (just for starters…)

www.velocitypartners.co.uk

@velocitytweets