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Peter FitzgeraldPresented by
Building Your Content Marketing StrategyHow to Lay a Foundation for Success26th January 2017
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According to the Content Marketing Institute, content marketing is…
“creating and distributing relevant and valuable content to attract, acquire and engage a clearly-defined and understood target audience – with the objective of driving profitable customer action.”
Defining content marketing
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The challenge of content marketing is simple:
Quality matters, but quality takes time.
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A strategic approach is importantResearch
The groundwork for your content marketing strategy
Creation & ImplementationPractical and technical considerations, how to generate ideas
PromotionHow to build out a promotional strategy
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Research
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Why research is important
Research helps us to move away from assumptions and personal beliefs.
Instead, we can make decisions based on data and facts.
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Learn from and about your usersYou need to be able to answer these kinds of questions…• What’s relevant to your users?• What kinds of content do they consume?• What devices do they use?• What do they want to hear?• What are they to you?
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Many businesses focus too much on what they want to sayand not enough on what their audience wants to hear.
However, this doesn’t mean internal factors should be ignored.
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Research methods and what they can tell you• Raw website data
E.g. Google Analytics, Heatmaps
• Speak to your usersE.g. Surveys, Telephone Interviews
We want both quantitative data and qualitative data because they are both useful content marketing.
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Research summary• Research helps us make decisions based on
facts
• User research is vital
• Internal factors shouldn’t be ignored
• Both hard data and user opinions are valuable
Let research inform every part of your content marketing strategy- from what content you create to how you promote
it.
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Creation & Implementati
on
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What you can do is as important as what you want to do.
You need to be aware of your limitations – not doing so can lead to lengthy delays and potentially project failure.
Limitations can be both technical – e.g. functionality or expertise – and practical – e.g. time or budget.
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You need to respond to both the general implications and the specific implications of your research.
Responding to these implications is how you make your content fit for purpose, and therefore more likely to succeed.
Taking your research into account
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Tailoring your contentAll of the information you have about your target audience needs to be combined when it comes to content creation.
For example, if your research has shown you…
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1. First time customers need more education about your product
2. The majority of traffic is from mobile
3. Your audience is extremely time poor
4. Your audience prefers to read rather than watch a video
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The importance of idea generation
Research will define medium and format – but it is unlikely to hand you the complete piece of content on a plate.
You will need to generate ideas to:• Flesh out your content• Create something fresh• Allow for supporting content
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Idea generation methods• User feedback• Site search• Long-tail keywords• Social media• Internal resources• Content exploration
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Creation & implementation summary
• Be aware of technical and practical limitations
• Tailor your content to respond to your research
• Take a measured and informed approach to idea generation
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Promotion
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Go where your audience is.
You need to be in the right place at the right time.
Your research can help you work out what to do and what to avoid.
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Learn from your other marketing
If you have successful marketing campaigns, then learning from these is a smart move.
Content marketing also allows you to re-visit strategies that have under-performed in the past.
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When promotion and content are one and the same
• Native Content• Facebook Canvas• Video Display
As content marketing continues to evolve, we’re seeing more styles of advertising where the content is the ad.
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Why multi-channel matters• It allows for both broad reach and
specific targeting
• It gives users multiple touchpoints
• It means you can test channels you may not have used before SocialPPC
Email Display
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Promotion summary• Your research can inform your promotion strategy
• Learn from your existing marketing
• Content can allow you to re-visit channels that have under-performed in the past
• Consider options where content and promotion are one and the same
• A multi-channel campaign may be the best way to promote your content
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Campaign Wrap-Up
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Do a comprehensive reportExample case – a lead generation campaign driving traffic to a landing page, where data exchange is required for the content to be acquired.
Channel breakdown• Spend• Reach• Click-through rate• Conversion rate• Cost per conversion
Landing Page Breakdown• Traffic• Conversion rate• Where did it fail?
Post campaign• Have the leads been followed
up?• How did they perform?• Was the content a useful way
in?
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What do we do with this data?• Adapt which channels we use and how we use them• Improve our landing pages and conversion methods• Further tailor our content to maximize effectiveness
As much as possible, make this analysis an ‘always on’ part of your content campaigns.
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Our Approach
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Our content approach: campaign timeline
ExecutionCreation of assets and delivery of campaign.
Strategy / PlanningPlanning activity for content marketing campaign.
Kick off PlanningResearch Assets
PPC / Search
Display
Social Media
Workshop Wrap Up
ReportingReporting on success and key findingsfrom activity.
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Our content approach: campaign map
Paid/Organic Social
LEAD CAPTURE
RemarketingLanding Page CRO
Display Advertising
Paid Search
Remarketing/Email
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Want to know more?
Call us on 0845 450 2086.
Or download our free guide, The Essential Guide to Content Marketing.
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Q&A
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Thankyou