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By now you probably know that content marketing is important, but do you have a good playbook for how to do it? What about budget? Resources? Ideas? Solutions? Every company can do content marketing and generate content that engages, shared and drives business results, but there are different ways to do it on a budget.
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Big League Content Marketing Building a Content Marketing Machine on a Budget
About this presentationI created it myself
I used only publicly available content
I used only free tools, images, templates, fonts
My biggest investment was time… It took me about 4 hours (and 5 years)
Good content requires expertise and subject-matter knowledge
Source: Kapost and Eloqua study http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf
Why Content Marketing?
93%68%
63%67%48%
42%
57%
What’s challenging for companies?
Main content marketing challenges1. Lack of time
2. Producing enough content
3. Producing the kind of content that engages
4. Producing a variety of content
5. Lack of budget
6. Inability to measure effectiveness
Main content marketing challenges1. Lack of time
2. Producing enough content
3. Producing the kind of content that engages
4. Producing a variety of content
5. Lack of budget
6. Inability to measure effectiveness
Here’s the blueprint
Content Marketing
Message Format Channel Promotion
Message
Start with your buyers
Demographic, firmographic
Location, online, networks, subscriptions
Topics, hobbies, activities, content
Functional, financial, emotional
One product
Who are they? ……………………………………
Where are they? ………………………………..
What are they interested in? …………….
What is their pain? …………………………….
How can you help them? ………………….
Decide on ONE productWhy do they buy?
Why would they buy from you?
If they bought from you, would they be happy?
Define your buyers’ journey
Stage Awareness Interest Consideration Decision
/Purchase
Descripti
on
Buyers aware
of the problem,
business goal,
pain or
category of
solutions
Buyers are
interested in
solving the
problem and
are actively
looking for
solutions
Buyers are
considering the
set of solutions
to solve their
problem
Buyer decide
on a solution
and are making
the purchase
decision
Buyers’
goal
Educate on
problem
Learn about
possible
solutions
Narrow
solutions to a
short list of
alternatives
Compare short
list, pick a
solution
Align goals with stage
Stage Awareness Interest Consideration Decision
/Purchase
Buyers’
goal
Educate on
problem
Learn about
possible
solutions
Narrow
solutions to a
short list of
alternatives
Compare short
list, pick a
solution
Your
goal
Capture buyers
and provide
value through
education
Educate buyers
on types of
solutions and
highlight the
benefits of
yours
Make the short
list, connect
with the buyers
Qualify the
buyers, sell!
Write down all the questions your buyers have at each stageStage Awareness Interest Consideration Decision
/Purchase
Buyers’
goal
Educate on
problem
Learn about
possible
solutions
Narrow
solutions to a
short list of
alternatives
Compare short
list, pick a
solution
Buyers’
Questio
ns
What is it
(definition)?
Who else has
it?
Is it bad?
Can it be
solved?
What are the
solutions?
How do the
differ?
What are the
pros and cons
for each?
What are the
important
features?
Who are the
potential
vendors?
Are they
What is the
price?
What do I get?
Who else is
using it?
Answer all the questions
Question Answer
1.
2.
3.
4.
5.
6.
7.
8.
9.
How to do it on a budget?1. Do it yourself
2. Do it in-house
3. Freelance or an agency
4. CrowdSource:
a. Brafton
b. WritersAccess –www.writeraccess.com
c. NewsCred
d. Scripted
e. TextBroker
f. Zerys
g. Curata
Format
Plan one canonical piecehttp://www.quicksprout.com/the-advanced-guide-to-content-marketing/
http://moz.com/beginners-guide-to-seo
http://www.hubspot.com/inbound-marketing
http://www.marketo.com/marketing-automation\
Create peripheral content that supports and points to it
Optimize the page for conversion
Diversify formats
Format ideas
How to do it on a budget?1. Do it yourself:
a. Wordb. PowerPointc. Design tools (Adobe)d. Video tool (Your iPhone, Camtasia)e. Recording tools
2. Do it in-housea. Designerb. Writer/copy editorc. Videographerd. Uncover talent
3. Freelance or an agency
4. CrowdSource:a. 99designs: http://99designs.com/b. DesignCrowd: www.designcrowd.comc. LogoTournament:
http://logotournament.com/d. LaunchSite: https://launchsite.com/e. CoContest: https://www.cocontest.com/f. eLance https://www.elance.com/g. http://www.designcrowd.com/h. More here: http://list.ly/list/3xr-20-creative-
crowdsourcing-websites-for-logo-website-design-and-more
Channel & distribution
The format (not the message) determines the medium
Format Mediums
Blog post RSS, email, social media
Video YouTube, Vimeo, Blogs, Web Pages, social media
Infogrpahic Web page, social media, slideshare,
Podcast iTunes, Music store (Google), Audible (Amazon)
PDF Landing page, social media, slidesahre, Scribd
Print Mail, store, events
eBooks Amazon, Google, iTunes
Presentation Slideshare, Prezi, web page
Webinar YouTube, Vimeo, BrightTALK
Press release Web page, press “wire”
How to do it on a budget?1. Manage all your subscriptions in one place
2. Assign owners to each channel/medium
3. Have a content distribution checklist
Promotion
I assume you know this part, but…A few tips:
• Plan your promotion campaigns in advance
• Treat content promotion like product promotion: set goals, budget, timeline, action items, etc.
• Track and measure results and KPIs
• Establish a baseline first, then optimize
• Play around with the cadence
Recap on process1. Define the buyer
2. Outline the stages
3. Come up with questions
4. Pick one canonical topic
5. Brainstorm peripheral content and formats
6. Build an editorial calendar
7. Add promotional plan
Step 1:make it a priority
Decide
Commit
Assign real resources
Schedule time
Lead by example
Step 2:plan it
Planning steps• Pick one topic to start with
• Brainstorm
• Prioritize
• Find the experts and assign tasks
• Create an editorial calendar
Step 3:build a process
Proposed process1. Brainstorm
a. Finalize a topic
b. Outline all formats
2. Outline the message (creative brief)
3. Copy + wireframe
4. Review
5. Final Draft
6. Copy editor review and signoff
7. Production
8. Review
9. Polish
10. Final review
11. Promo assets production
12. Publish
Step 4:assign resources
Insource or outsource
Freelance or agencyFreelance Agency
Cost
Time
Flexibility
Capacity
Breadth of Services
Infrastructure
Expertise
Overhead
Step 5:manage the process
Step 5 – manage the process
Step 6:execute
Step 6 - ExecuteStart producing
Think about distribution
Have a PM
Step 7:measure
Measure what makes senseMessage Format Channel Promotion
Marketing qualified
leads
Shares Total leads/visits Cost per acquisition
Engagement post
consumption
Consumption –
downloads, views,
pageviews
Reach Cost per engagement
Returning visitors Relative consumption Engagement Engagement rate
Survey results and
ratings
Velocity/Virility
Comments Marketing
qualified/purchases
Relative shares
Mentions
Reuse/curate by other
sources
TipsDefine activity goals for the first 3-6 months
Measure early indicator
Start measure real results only after 3 months of solid activity
Questions?
Resourceshttp://www.demandmetric.com/content/content-marketing-infographic
http://contentmarketinginstitute.com/research/
http://www.cmocouncil.org/images/uploads/262.pdf
http://img.en25.com/Web/Kapost/%7Be2e7c5be-14f8-4cf3-a174-1a29b673cfa6%7D_Content-Marketing-ROI-Kapost-Eloqua-eBook_.pdf
http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-stats/#sthash.N6PmcB0q.dpuf
http://searchenginewatch.com/article/2343039/Content-Marketing-The-4-Most-Critical-Components-to-Measure-Analyze
Thank YouUri Bar-Joseph
@uribarjoseph
in/uribarjoseph
www.marketing-athlete.com
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