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How to Plan and Build aSuccessful Content
Marketing Strategychael Brenner
wsCred - Head of StrategyrennerMichael
#thinkcontent
Agenda
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The key factors for content marketing success
The core components of a content marketing strategy
How to utilize content across the buyer journey
How to work with NewsCred to document your strategyand achieve success
#thinkcontent
Content Marketing Building a SuccessfulSuccess Content Strategy
Utilizing Content Acrossthe Buyer Journey
Working with NewsCred:Crafting a Successful
Content Strategy
Every single day…
4.75 billion piece of content are shared
There’s been a fundamentalshift in the way we create,
consume, and share content.
1.8 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
#thinkcontent
“Marketing used to be about making amyth and telling it. Now it’s about
telling a truth and sharing it.
”- MARC MATHIEU -
Unilever
#thinkcont nte
I have no patience for uselessthings.
“The buyer journey is nothing morethan a series of questions that must
be answered.
”- IDC -
#thinkcont nte
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
Begindecisionprocess
Awareness
Align IT withbusinessobjectives
Identifybusiness
problem Establishrequirements/
build RFP
Consideration
Explore Determinetechnology solution
options strategy
Researchsolutions
Preference
Assess ROI
Research Buildproducts/ shortvendors list
Makedecision
Content Marketing Defined
“Content marketing is the marketing and business process for creating and distributingrelevant and valuable content to attract, acquire, and engage a clearly defined andunderstood target audience - with the objective of driving profitable customer action.”
-Content Marketing Institute
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Not Advertising or PR
It is Customer, Not brand-focused
Seeks to answer customer questions across the buyer journey
Owned media
#thinkcontent
Behind every tweet, share,and purchase is a person,
like you and me.
#thinkcontent
Put Your Customers’ Needs First.Make them the hero.
Brand Content WhatPurpose Marketing Customers
Want
Our Natural Instinct Charity
#thinkcontent
“We need to stop interrupting whatpeople are interested in and be what
people are interested in.
”- CRAIG DAVIS -
#thinkcontent
Unique Point of View Trap
Too easy to become consumedwith your story, not your customers.
#thinkcontent
Six key factors to content marketing success:
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3
4
5
6
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
#thinkcontent
Content Marketing Building a SuccessfulSuccess Content Strategy
Utilizing Content Acrossthe Buyer Journey
Working with NewsCred:Crafting a Successful
Content Strategy
What is a Content Strategy?
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Delivering content your audience wants
Managing content as an asset (with an ROI)
Thinking and acting like a publisher
#thinkcontent
Why is it important to have a documentedcontent strategy?
3 Steps to Building a Content Strategy
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Why?What’s the Business Case?
How?Team, actions, and budgets needed.
What?Show results tied to your business objectives.
#thinkcontent
Content Marketing Roadmap
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BudgetDestinationFrequency
Amplification / OptimizationCollaboration (Who does what)
Discovery Destination Team Topic ModelsCustomer KPIs /
Journey ReportingOptimization
• Business Case • Branding/Design • Who does what? • Structure • Content by Stage • Define report • Content
• Current State • Platform • Agency • Topics • Conversions • Who / when? • Platform
• Budget • Firm Integration • NewsCred • Types • Subscriptions • Distribution
• Distribution
#thinkcontent
Content marketing m
Become a destination for [target aud
interested in [topics]. To help the
[customer value].
This will help us [content marketing• Earn your audience’s attention vs
buying it• Reach, engage and convert NEW
AmEx Open Forum Example: Help S
Businesses Do More Business. To b
the largest source of inbound leads.
#thinkcontent
Commit To Measuring Your Results
Awareness / Reputation:Classic Brand / PR objectives. SOV, SOC, and press mentions. With Whom? On What Topic?
Measured by?
Reach:Who is the target Audience? What are their online interests? How can we measure?
Engagement:Drive deeper relationship with the brand. Measured by time spent, bounce rate, social shares
Convert:Subscribers, Leads, Sales
#thinkcontent
Define Content Marketing Roles and Functions
ContentMarketer /
EditorStrategizes, writes,
and oversees
content projects to
ensure brand
consistency and
alignment with
business
objectives.
CommunityManager
Distributes content
across socialchannels, engagesonline communities,
and contributes tocontent projects.
AnalyticsDefines best/ worst
performers,
conversion
optimization and
measurement
communications.
DesignerBrings content to life
through the user
experience and rich
visuals.
CurationFines and re-
purposes the best
content from your
business and from
around the web.
Contributors SEO / PaidAny content creator- Specialist
blogger, Manages the paid
photographer, distribution ofdesigner — who content
online.contributes to yourproject.
#thinkcontent
Define The Business Case, Workflows,Gain Organizational Buy-in
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Make sure all stakeholders understand your mission statement and business goalsDetermine who needs to sign off on content
Set approval processes for publishing and sharing content in order to cut down onback-and-forthLeverage technology to automate that entire process is a great way to get ahead
Consider Your Destination and Branding
#thinkcontent
Content Marketing Building a SuccessfulSuccess Content Strategy
Utilizing Content Acrossthe Buyer Journey
Working with NewsCred:Crafting a Successful
Content Strategy
Conduct A Content Audit
A Content Audit will help you:•
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Give you a true sense of scaleIdentify gaps
Seize opportunities for content repurposingDetermine performance issues
Evaluate content qualityImprove your information architecture
Look at Content by Buyer Stage
Early-Stage Content
6%
Late-Stage 66% 28% Middle-StageContent Content
Early StageMiddle StageLate Stage
#thinkcontent
Where in the journey do we want to connect?
Online Influences Discover Consider Decide
• Reviews Why buy? Why buy now? Why buy from you?• Comments • Educate • What • Trust
• Blogs • Search • When • Capability
• Forums • Who • Capacity
#thinkcontent
Defining Topics
What are we going to talk about?• [Sample at left - SAP “The Customer
Edge” blog keyword analysis]
#thinkcontent
Content across the buyer journey
Top of the FunnelAwareness Quality, licensed content around broader, shareable topics that drives visibility
and engagement
Middle of the FunnelEvaluation A combination of licensed and custom content that’s not only useful and timely,
but also hits on niche topics specific to your offering and solutions. Potentially gated.
Bottom of the FunnelPurchase Custom content promoting your products and services: case studies, product
offers, customized demos, etc.
Customer StageRetain Consistent cadence of TOFU/MOFU content as well as personalized
recommendations, service options, case studies, etc.
#thinkcontent
Show me the money!
Utilize The Right Mix of Content
Custom ContentShare on-brand stories and recipes which are created
specifically for your brand.
Licensed ContentBoost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
Social ContentLeverage snackable content through UGC that
engages your target audience.
#thinkcontent
Distributing your content“Even great content needs a push!”
Average Hollywood movie splits 40-50%production with 50-60% distribution
#thinkcontent3
Maximizing the Reach of Your ContentWe believe in a “converged media” approach utilizing paid, owned, and earned mediato deliver content the audience wants and maximizing the reach of that content.
Paid Social Influencer/movable media
Maximize organic buzz,social engagement,
and PR
Organic Traffic & SEO
Leverage your ownedcontent and channels
Earned Paid
Owned
Quickly grow youraudience & jumpstart
engagement
Converged
Native Ads (Nativo)Paid Content Distribution(Outbrain, Sharethrough)
#thinkcontent
Distribution Recommendations•
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Make sure your social accounts demonstrate interaction
4-1-1 Rule: 4 of your posts, 1 influencer post, 1 publisher post
Follow and mention influencers, publishers in each topic
Help your authors build social presence
Test paid distribution with LinkedIn and Outbrain
Measure engaged visitors from paid vs. organic visitors• Based on time on site or pages per visit
Client Influencer Publisher
#thinkcontent
Blog Benchmarks
Bounce Rate Pages Per Visit
85% 1.3 AverageTime Spent Uniques Per
On Site Month
46 Seconds 346,400
#thinkcontent
Define Key Measures and Targets
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Organic and Social: Up and To The Right
35,000
Traffic from Organic, Social & Referrals30,000
25,000
20,000
15,000
10,000
5,000
0
#thinkcontent
Content Marketing Building a SuccessfulSuccess Content Strategy
Utilizing Content Acrossthe Buyer Journey
Working with NewsCred:Crafting a Successful
Content Strategy
No matter where you are in your journey,NewsCred can help.
Our team of strategists can help you:
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Document your content strategy
Build Business case / Define ROI
Content Audits
Buyer journeys
Content Mix
Build / Source Content Team
Distribution strategyProvide metrics and ROI guidance
#thinkcontent
We’re helping some of the world’slargest brands with their strategy:
#thinkcontent
Ways to work with our Strategy Team
1 Ongoing Strategy Engagements
2 One-Day Strategy Workshop
3 Multiple Strategy Sessions
4 Strategy Health check
5 Custom engagements
#thinkcontent
Sample content strategyexercises we’ll help you with
#thinkcontent
Brand Map Framework
Audience
The content that you publish largely depends on your target audience - their interests, behaviors and motivations. This demographic plays a key role in your content creation and distribution process. Thepublications you license content from, the topics you write about and the distribution channels that you use.
What is your target demographic? What kind of publications does your audience What social channels does your audience What events does your audience care about?read? frequently engage on?
Brand Strategy
Understanding your brand's identity is key to understanding the type of content that your brand should source and create. Content marketing should always convey your unique brand personalityconsistently, from the photos that you publish to the blog posts that you create.
What is your brand’s ambition or purpose? What is your brand voice? What are the design principles of your brand’s What owned assets (color, typeface, etc.) signalvisual identity? your brand?
Content Strategy
Our mission is to help brands simplify and scale their entire content marketing process: content planning, discovery, creation, publishing, distribution and measurement. Understanding your current processand challenges as well as your future goals will help us shape a content marketing strategy unique to your brand, resources, internal creative/compliance processes.
Who is the organization responsiblefor your content strategy?
What are your SEO keywordpriorities? What longtail keywords areyou interested in?
What does your current contentworkflow look like?
What type of content do you want tofeature?
Do you currently use a mix of contenttypes (original, licensed, social, etc.)?
What products or services (if any) doyou want us to keep in mind?
Distribution Strategy
What do you like about your contentmarketing strategy and what do youwant to change?
Are there specific geographicregions or cities we should keep inmind?
What are your content pillars?
Which social channels would you liketo prioritize? What is your ideal
content cadence?
Distribution is just as important as the content itself. It is important to understand which channels will reach your target audience and how you should share content across each channel.
What channels do you use for organic distribution? What channels do you use for paid distribution? What demand generation programs do you use?
Persona Stage Questions/Concerns Keywords
Xyz Early Xyz Xyz
Middle Xyz Xyz
Late Xyz Xyz
Persona Stage Questions/Concerns Keywords
Xyz Early Xyz Xyz
Middle Xyz Xyz
Late Xyz Xyz
#thinkcontent
SUCCESS METRICS
MEDIA METRICS KPIS: BUSINESS OBJECTIVES ROI: MEDIA PERFORMANCEWhat do we measure? Is our content producing the desired result? How efficiently is our content and distribution working to
produce the desired result?
CONTENT PERFORMANCE
• Impressions • Is our content being seen? • What is our cost/value per exposure, action or view?• Social shares • Are people engaging with our brand & content?• Time spent • How much time are people spending with our brand and• Return visits are they returning?
AUDIENCE ENGAGEMENT
• Subscriber / audience size • How large is our audience? • What is the cost/value per point of share?• Share of voice • What’s our share of voice in a market/ channel? • What is the cost/value per active audience member?• Audience penetration across org • Is engagement growing across the workflow chain of a
single organization?
BRAND AWARENESS
• Brand lift • Are we creating awareness? Is our message memorable? • What is the cost/ value per point of lift?• Perception / attitudinal change • Are we changing perceptions?
LEAD GENERATION AND SALES
• Behavioral conversions • Are people discovering and understanding our product & • What is the cost per qualified lead?• Lead generation service offering? • What is the multi-touch attribution cost?• Sales lift • Are we driving quality leads? • What is the cost per sale?
• Are we driving overall sales?
How To Implement A SuccessfulContent Marketing StrategyKey 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
5 Measure what works
#thinkcontent
Thank you!
Learn more about our strategy services:http://newscred.com/learn-professional-services
Enter our raffle for a freeContent Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle
#thinkcontent | @newscred
