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$118.4 billion was spent on content marketing, video marketing, and social media in 2013. What will be your content marketing focus in 2014? In this 451 Marketing webinar, our Executive Vice President of Digital Marketing Francis Skipper will share his insights on upcoming trends and strategies to captivate your audience through content marketing. Walk away from this 451 Marketing webinar with insights on: - Defining Goals: from brand awareness to lead generation - Trends in Content: what types of content are most popular? - Social Platforms: the top channels to focus on in 2014 - Analytics: How to measure the impact of your content marketing efforts
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Content Marketing: Planning for 2014
Francis Skipper EVP of Digital Marketing
617.259.1605
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!
78% of CMOs see custom content as the future of marketing
Hanley Wood
79% of marketers report that their organizations are shifting to branded content
Trend for 2014: Storytelling
clients
customers employees 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
1 PLAN
PLAN 1 Define Your Audience
Moms Millennials Businessmen
PLAN 1 Define 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
PLAN Define Your Audience 1
25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
TECH EARLY
ADOPTER
PLAN Define 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
PLAN Define Audience Needs 1
What do your customers need?
PLAN Define 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?
PLAN Define Audience Needs 1
PLAN Define Your Goals 1
“Content helps achieve business objectives, not
content objectives.”
-Jay Baer
PLAN Define Your Goals 1
PLAN Define Your Goals 1
Top Organizational Goals for Content Marketing
Brand Awareness
PLAN Define Your Goals 1
#1 Goal in Survey by MarketingProfs
PLAN Define Your Goals 1
Lead Gen is #1 Goal in for B2B
Traditional Marketing
Content Marketing
PLAN Define Your Goals 1
Customer Acquisition
PLAN Define Your Goals 1
Audience Engagement
Brand Loyalty
61% PLAN
Define Your Goals 1
PLAN Define Your Goals 1
Don’t forget social and search goals!
PLAN Define 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 Persona Date
PLAN 1 Audit Existing Content
Define Major Topics
Think about your goals
What do you want to be known for?
PLAN 1
Define Major Topics
We’re THE go-to resource for • The latest in mountain bikes
and gear • Biking lifestyle and how-tos
PLAN 1
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
PLAN 1
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
PLAN 1
CREATE 2
Whitepapers, eBooks, Case Studies
Audio or Video Content
Events and Content from Events (Webinars, Workshops)
Blog and Social Posts Images and Infographics
Email Newsletters
Pick Content Type CREATE 2
Pick Content Type CREATE 2
Top Content Types of2013
Whitepapers, eBooks, Case Studies
Pick Content Type CREATE 2
Blogs and Social Posts
Pick Content Type CREATE 2
Pick Content Type CREATE 2
Images and Infographics
Audio and Video
Pick Content Type CREATE 2
Events/ Event Content
Pick Content Type CREATE 2
SHARE 3
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 Platforms SHARE
3
Include a CTA
SIGN UP
DOWNLOAD
ORDER NOW
REGISTER
SUBSCRIBE
LEARN MORE
ADD TO CART
BOOKMARK US
SHARE 3
TRACK & NURTURE
4
Establish Clear Metrics
Top Content Marketing Metrics
TRACK 4
Coordinate TRACK
4
Have your search team track goals and traffic
What’s getting shared the most, by who, and when?
Evaluate Performance TRACK
4
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 Skipper EVP of Digital Marketing
617.259.1605
linkedin.com/in/francisskipper
@fskip
Content Marketing: Planning for 2014
