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Planning a content marketing strategy for 2014 - from a workshop hosted by 451 Marketing's Francis Skipper on 12.13.2013 at Westin Copley Place in Boston.
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Content Marketing:Planning for 2014
Francis SkipperEVP of Digital Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
A QUICK STORY…
I was on my morning hike…
And this group rode by on their mountain bikes
Cool! I want to learn more about
mountain biking!!
A few weeks later…
A few weeks later…
I want to buy a mountain bike!!
A few weeks later…
Fancy meeting you here…
Hey! I know those guys!
Agenda
Today’s Digital Landscape
What is Content Marketing?
Why Content Marketing?
Creating Content Strategy
• Plan
• Create
• Share
• Track and Nurture
Open Q&A
We’re in a Time of Change
One-Way Dialogue
The Way We Consume Information Has Changed
Pew Research, Jun 2013
Percentage of US adult mobile phone users with smartphones
61%
The Way We Consume Information Has Changed
The Way We Communicate Has Changed
Google is Constantly Changing
Google circa 2000
Google is Constantly Changing
Google circa 2010
Google is Constantly Changing
Your Audience Has Changed
Navigational Queries
Transactional Queries
Informational Queries
Audience Search Habits
Navigational Queries
Transactional Queries
Informational Queries
80%of all queries!
Google today
Google is Constantly Changing
Google is Constantly Changing
Google today
That’s Why We’re Here!
of CMOs see custom content as the future of marketing
Hanley Wood
of marketers report that their organizations are shifting to branded content
Forrester
Trend for 2014: Storytelling
clients
customersemployees products
services
Trend for 2014: Storytelling
Creating and sharing relevant content with your target audience
What is Content Marketing?
• Position as an expert
• Attract new customers
• Maintain a dialogue with existing and past clients
• Increase social signals
Why Content Marketing?
Why Content Marketing?
NOT a silver bullet.
Why Content Marketing?
TODAY, WE SELL
MOUNTAIN BIKES
1PLAN
PLAN1Define Your Audience
Moms Millennials Businessmen
PLAN1Define Your Audience
Who are you sharing content with?
EXAMPLE OF TARGET AUDIENCE PROFILE
25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
URBAN, NORTHEAST
SINGLE, UNMARRIED
TECH EARLY
ADOPTER
SOCIAL MEDIA
AUTHORITY
PLANDefine Your Audience 1
25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
TECH EARLY
ADOPTER
PLANDefine Your Audience 1
What are your audiences’ biggest pain points/needs?
Content you create should address your customers’ pain points:
• a need• a problem• a desire• a challenge
PLANDefine Audience Needs 1
What do your customers need?
PLANDefine Audience Needs 1
• I need info on new bikes and gear
• I want to meet other mountain bikers
• I want to find trails for biking
What do your customers need?
PLANDefine Audience Needs 1
PLANDefine Your Goals 1
“Content helps achieve business objectives, not
content objectives.”
-Jay Baer
PLANDefine Your Goals 1
PLANDefine Your Goals 1
Top Organizational Goals forContent Marketing
Brand Awareness
PLANDefine Your Goals 1
PLANDefine Your Goals 1
#1 Goal in Survey by MarketingProfs
PLANDefine Your Goals 1
Lead Generation
PLANDefine Your Goals 1
Lead Gen is #1 Goal in for B2B
Traditional Marketing
Content Marketing
PLANDefine Your Goals 1
Customer Acquisition
PLANDefine Your Goals 1
61%PLAN
Define Your Goals 1
Audience Engagement
PLANDefine Your Goals 1
PLANDefine Your Goals 1
Brand Loyalty
PLANDefine Your Goals 1
Don’t forget social and search goals!
PLANDefine Your Goals 1
Identify holes or missing content
Repurpose content that is outdated but still valuable
Catalog any existing content and categorize by:Type Topic
PersonaDate
PLAN1Audit Existing Content
Define Major Topics
Think about your goals
What do you want to be known for?
PLAN1
Define Major Topics
We’re THE go-to resource for• The latest in mountain bikes
and gear• Biking lifestyle and how-tos
PLAN1
Define Team/Roles
• Designate an overall content coordinator
• Have coordinator from each functional area
• Designate members of senior management team to oversee/ contribute – adds to validity
Set clear roles, expectations, and standards
PLAN1
Create a Calendar
Use a shared calendar such as Google Calendar to share content plan internally
• Color code by content type• Clearly define ownership• Create a checklist for social
media promotion• Share as far in advance as
possible to allow time for creation
PLAN1
CREATE2
Whitepapers, eBooks, Case Studies
Audio or Video Content
Events and Content from Events (Webinars, Workshops)
Blog and Social PostsImages and Infographics
Email Newsletters
Pick Content Type CREATE2
Pick Content Type CREATE2
Top Content Types of2013
Whitepapers, eBooks, Case Studies
Pick Content Type CREATE2
Blogs and Social Posts
Pick Content Type CREATE2
Pick Content Type CREATE2
Images and Infographics
Audio and Video
Pick Content Type CREATE2
Events/Event Content
Pick Content Type CREATE2
SHARE3
Source: Pew Research Center
For instance:
• City dwellers are significantly more likely than rural residents to be on Twitter and Instagram
• Women are four times as likely as men to use Pinterest• Baby boomers are the fastest growing segment of
Pick Your PlatformsSHARE3
Include a CTA
SIGN UP
DOWNLOAD
ORDER NOW
REGISTER
SUBSCRIBE
LEARN MORE
ADD TO CART
BOOKMARK US
SHARE3
TRACK & NURTURE
4
Establish Clear Metrics
Top Content Marketing Metrics
TRACK4
CoordinateTRACK4
Have your search team track goals and traffic
What’s getting shared the most, by who, and when?
Evaluate PerformanceTRACK4
Take-Aways
• Your audience has changed
• Prior planning…
• Your customers expect relevant content
across channels
• Great content is content that fills a need /
answers a question
Questions?
Francis SkipperEVP of Digital Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
Content Marketing:Planning for 2014
