Download pptx - Content Marketing: Harnessing the Power of Content to Develop New Business

Content Marketing: Harnessing the Power of Content to Develop New Business

MARKET NY EXPOMAY 29th, 2014

sensitive and confidential

• Founded Didit in 1996. 19 years of SEM, SEO & digital media. Campaign Technology Maestro / MAPS.

• Written four books, 400 + columns, 350+ conferences.

• Technology ala-carte, or Technology + Services. You decide when and how you need our help.

• Over 50% of clients are referrals

2007

2007, 2008, 2009

Kevin Lee – Mini Biography

http://www.twitter.com/DiditMarketing

https://www.linkedin.com/company/did-it-search-marketing

http://www.didit.com/digital-marketing-blog/

http://www.twitter.com/Kevin_Lee_QED

https://www.linkedin.com/in/semguru

http://www.didit.com/


• How to identify the right kinds of content for your business

• Cost effective ways to generate content

• How content helps your SEO

• When and how to promote content via social media

• Storytelling: 140 characters through long form content

• Can you “go viral” and should you try

• When it makes sense to pay to promote content

Overview of Content Marketing






What content do you need? Prioritize it.• Who (is consuming the content?)• What (are you an expert in and what are the primary objectives of each piece of content?)• When (is the content consumed?)• Where (does the content reside?)• Why (is your content good enough & important enough?)• How (will you create this content and how can you re-use the content?)• How Often (will you create new content?)• How (will everyone find, receive and consume it?)

The Content Plan






•Long form copy

• Short form copy

• Evergreen content

• News and commentary

• Video

• Podcasts

• Webinars

• Events

• Social Media Posts

• Testimonials

Content Types

WHAT

COUNTSCONTENTAS

?






Personas, Demographics, Psychographics?• Who are you generating content for?

Who is consuming your content?






Think of Titles, too (if B-to-B)







• Customers

• Prospects

• Press

• Analysts

• Influencers

• Competitors

• Channel partners


THINKBROADLY






The Sales/Purchase Funnel (in it’s new form) relies on content at every stage.• Social Media Content• Content for eMail• Site Content for each visitor type• Content with heavy SEO objective• Non-text content• Offline content

Know the role(s) of each piece of content.

Have a content plan.

Who (based on buying cycle)






Sometimes content doesn’t need to relate directly to leads, prospects or customers• SEO links matter. Social media worthy?• Both interesting & of interest?

What are you an expert in?






What is the objective of the content?

Objective of the content






Time of day and usage.

Call To

Action?

When is the content consumed?






Strongest locations?

Where: Think Beyond Your Site






Participate in forums.

Where: Think Beyond Your Site






Low quality content doesn’t do the job for anyone.

Why is your content important?






Quality is in the eye of the beholder (and Google)

What defines high quality?






Internal Content• Marketing Team • Customer service• Executives• Product/engineering

Content Sourcing

External Content• Writers• Your agency• Customers• Suppliers

+






Internal content• Do you have existing content?

• Interview everyone around the company to find out:

1. What customers hate/love

2. Issues, problems

3. Testimonials

4. Competitive strengths and weaknesses

5. Tangential areas of interest for customers

Internal Content






External content• Brainstorming on additional ideas

• Content type• Content reuse• Promotion plan

• Do the SMEs know the industry or topic area?• Can they come in and interview you?

External Content






However:• Video content can be re-edited into bite-size chunks• Podcast edits• Abstracts of other content or your own content• Social media re-use of content residing elsewhere

Content Re-use

Google and Bing don’t like content re-use.






Content needs to be a priority.• Make a content calendar• Consider a Google Spreadheet or Calendar• Plan out two months ahead• Allow for news driven content to push evergreen content further out.

Content Calendars






•What content is promotable and is it worth promoting heavily or less so?

• Auto-promoting?

Content Promotion Plan

Create it and they will come? Not anymore.

Didit worked with influencer Eric Enge.

http://www.didit.com/eric-enge-stop-being-a-hunter-and-learn-to-be-a-farmer/








When does it make sense to pay to amplify message?

When it’s the most interesting!







Can’t think of content?

Content Curation

Consider content curation along with commentary.






•PR

• Social Media

• Email

• Snail Mail

• SEO

• Blogs

• Discussion groups (no spamming!)


PROMOTIONCHANNELS






People don’t search in a vacuum. Media, PR and marketing stimulate search behavior. • When people get curious about a product,

they search. • Brand searches spike most • Search becomes as much a metric as it is a media

Attribution models often neglect to quantify the impact of failure to be there in search.

Quality Score goes up when you advertise.

Search and Media Interaction






What stimulates search in your business? • Video• Online Display Media / Rich Media / Gaming • Social Media (advertising and buzz)• Email Marketing (CRM and acquisition/advertising) • Offline Media / Direct Mail• Public Relations (On Good Morning America?)

Things That Drive Search Behavior

Some of these are paid media, some are earned media. How well can you control these?

Some are your stimuli, others are your industry/competition.






•95% of non-brand keyword site visitors leave without converting during that session.

•Worthless clicks? Or Micro-Conversions?

How are you Defining Success?

Don’t define conversions / success too narrowly.






Stay educated on best practices.

• Make content creation a part of daily life at your company

• Bring in experts when needed to train and in some cases assist

• Figure out what’s working

Conclusion






MORE QUESTIONS?

CONTACT DIDIT

http://www.didit.com/contact/



