How to Kick-start Your Content Marketing Strategy
Content Marketing 1.0
Content marketing can have a dramatic business effect.
The lesson?
Create a competitive advantage by creating helpful, relevant content that builds brand loyalty.
Today everyone needs to be a Marcus…
“Content marketing is the only marketing left.” - Seth Godin
Content marketing has become a focal point of modern marketing
1.7 4.4 4.8 5.5 5.7
9.2 9.3
11.1 11.1
12.7 24.6
Native advertising
Video
Internet of things
Programmatic
Experiential marketing
Mobile
Personalisation
Social media
Marketing automation
Data & analytics
Content marketing
ClickZ’s 2016 Digital Trends Report TopRank Marketing 2016 Digital Priorities
The most significant digital marketing trend for your company in 2016?
Top digital marketing tactics for 2016
80% Content Marketing
60% Email Marketing
50% SEO
Online Advertising 50%
35% Social Media Marketing
25% Influencer Marketing
Answer choices Percentage (%)
But why do businesses need a content marketing strategy?
Drives Revenue
Content marketing provides a controlled and portable shop window for companies to sell products to their customers.
“Over 50% of content marketing consumers say it has a positive impact upon purchase decisions.”
CMA Research
Retains Customers
By offering both entertainment and information, content marketing rewards the customer with engaging editorial while keeping them updated on new products and services.
Builds your brand
When content marketing is delivered to exactly the right demographic and the most relevant time, you have an ideal opportunity to alter their perception of your brand.
Ability to integrate
Content marketing enables an always-on strategy by creating and distributing content across all key marketing mediums all channels will be integrated with one another, doubling tripling the effectiveness of the campaign.
Engage Customers Long Term
By creating a regular dialogue with your audience, you can open a line of communication that gives a constant stream of feedback you can use to improve your service and keep your customers happy.
Laying a solid foundation for your content marketing strategy
The plan.
The goal.
To create a world class global content engine that fuels demand generation, increases brand awareness, and drives thought leadership.
The objectives.
• Increase MQLs driven by Big Rock content • Increase referral traffic by X% by Y Date
• Increase direct traffic by X% by Y Date
• Increase blog subscribers by X% by Y date
The strategy.
Create helpful, relevant content and deliver it to the right person at the right time.
The tactics.
"What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together, comprise your strategy?”
Seth Godin
• Company Page / Showcase Page Updates • Sponsored Updates • Blogging • Customer Stories • Email Marketing • InMail • SlideShare • Keyword Research • PPC
• Twitter • Podcasts • Newsletters • Video • Webinars • Infographics • Influencer Content • Publishing on LinkedIn
Mapping content to the buyers journey
Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Mostly yes
Gated
Middle Stage Tools that help buyers find you when they are looking for solutions
Buying guides, RFP templates, ROI calculators, 3rd party analyst reports
Yes
Late Stage Company-specific information to help evaluate and reaffirm selection
Pricing, demos, services information, 3rd party reviews, customer case studies
Mostly No
Funnel Stage Content Type
The alignment.
• Demand Gen • SEO • PR • Agency Partners • Product Marketing • Customer Marketing
Early Content that builds brand education, awareness, and desire
Content Owners
Middle Content that helps buyers find you when they’re looking for solutions
Late Company specific information that help evaluate and reaffirm decision
Funnel Stage Content Type
Content Marketing, SEO, PR, Demand Gen
Product Marketing
Customer Marketing
How to squeeze the most out of your remarkable content
Ann Handley’s Formula
Useful x Enjoyable x Inspired = Innovative Content
Three ways to create a big rock
Keyword Research (From the Ground Up)
Find a Theme in Existing Content
Flip Bottom Funnel Content to Top (Turning Customer Stories / Case Studies into Top of Funnel Content)
Repurpose content like leftover turkey
Use turkey slices to fuel your content hubs
Company Pages Sponsored Updates (Turn it up to eleven!)
LinkedIn Groups SlideShare
The big rock
Repurpose, repurpose, then repurpose some more
Infographics
SlideShare
Physical book
Mobile download
Podcasts
Influencer blog
Blog content
Webinars
Then repurpose some more
For Agencies Webinars Ask LMS
Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile
Take it global
Leveraging Global Content
• Get the source files (AI/PSD)
• Send to local translator
• Plug in local modules
• Use agency to localize creative
Proven tactics for effective distribution of your content
Amplification
Owned Media Earned Media Paid Media
Paid Media
Amplification
Social Media Advertising
Native Advertising
Paid Content Discovery Services
PPC
Display / Retargeting
Amplification
Blogging
Influencer Outreach
PR
SEO
Word of Mouth
Referrals Earned Media
Amplification
Owned Media
Website / Resource
Center
Mobile Apps
Employee Advocacy
What does success look like?
Infographic
Podcast Blog post
Webinar
Turkey slices (Non gated)
Video
Big rock (Gated) Lead capture
No
Yes
No
Nurture
Sales
SDR Sales Qualified? MQL
Revenue
SlideShare
Yes
The results out of the gate
34%
32%
15%
9%
6% 4%
Email Blog InMail Direct/SEO Other Display
64%
7%
7%
7%
6%
United States Netherlands India Canada Australia UK Germany New Zealand
2% 1%
1%
18,000% ROI
“Content marketing is the only marketing left.” - Seth Godin
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