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Content Marketing for the Beginner A Guide to Getting Started

Content Marketing for the Beginner: A Guide to Getting Started

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Content Marketing for the Beginner

A Guide to Getting Started

@percussion 2

Your Presenters

David Cunningham

Director of Marketing

@gdc75

Karo Kilfeather

Content Marketing Manager

@aspiringkaro

© Percussion Software 2015

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Questions We Will Answer

• What is content marketing and why is it so important?

• How do you do it well?• How do you leverage your content to drive

real business results?• How you might be doing content marketing

already!

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What is content marketing?

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and

consistent content to attract and retain a clearly-defined audience—and, ultimately, to

drive profitable customer action.”

Joe Pulizzi

Content Marketing Institute

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Why is it so important?

On average, prospects receive 10 marketing touches through the course of a successful buyer’s journey.

-Aberdeen Group

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33% of B2B marketing budgets were allocatedto content marketing.– Marketing Profs

77% of marketers report that they plan to increase content production in the next year.-- LinkedIn Technology Marketing Community.

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Advantages of Content Marketing

• Credibility• SEO• Long shelf life

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Increase Credibility

• The way we buy has changed—we don’t like feeling sold to

• An informed buyer feels empowered• Content delivers information (apparently)

without bias • Opportunity to become a trusted resource• When the buyer is ready, the relationship

has been built

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Improve SEO

• Many updates to Google Algorithm last few years: Hummingbird, Penguin, and Panda

• The common thread is content created for people, not search engines

• Variety, quality, consistency, and relevance are a winning recipe

• Good performance rewarded over time

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Enjoy Long Shelf Life

• Reusable– It’s not a disposable, single-use item– You can re-share blog posts on social media– Re-use a white paper in a quarterly campaign– If it’s still relevant and accurate, it doesn’t have to be new

• Recyclable– You’re not limited to one format per good idea– Blogs can be compiled into white papers– A webinar can become a tip sheet– Adapt to new formats and media to reach wider audience

© Percussion Software 2015

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Are You a Content Marketer?

• Do you produce this type of content:– Blogs– Slide decks– Webinars– White papers– Tip Sheets• Is the content:

– Helpful– Engaging– Accurate– Relevant– Timely/Timeless

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– Infographics– Articles– Videos– eBooks– Newsletters

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Smooth Content Operation

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How does it work?

• 5 Stages– Planning– Creation– Validation– Distribution– Analysis

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Content Planning

• Goals• Buyer personas• Buyer’s journey• Metrics• Editorial calendar• Editorial ownership• Division of responsibilities

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Content Creation

• Know your audience• Know what you’d like them to know• Know what you’d like them to do• Know where they will view your content

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Content Validation

• Editorial process• Workflows• Subject matter expert review• Marketing review• Optimization for search and social

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Content Distribution

• Publishing to your website • Promoting on social media• Syndicating to other websites• Announcing to your contacts via email

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Content Analysis

• Goal setting & benchmarking• Common metrics

– Awareness– Engagement– Business Value

• Knowing what works should guide future content decisions and investment

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How do you use content?

• Generate leads• Nurture leads• Surface opportunities• Close deals

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Nurture Campaigns with Content

• Feed the funnel by priming the pump• Offer something of value before asking for

commitment• Provide solutions to problems that aren’t

thinly veiled sales pitches• Map content to stages in buyer’s journey

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Focus on Measuring

• Connect content to outcomes• Marketing Automation• Google Analytics• CRM• Dedicated content analytics

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Ramping Up Output

• It’s not just a marketing thing• Create a content culture• Make it easy• Outsource• Remember to repurpose

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Budget & Spending

• Planning• Creation• Validation• Distribution• Analysis

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Key Takeaways

1. Content can and should drive business

2. Good content boosts credibility and SEO

3. It’s a multi-step process that works best with goals and measurement

© Percussion Software 2015

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Useful Resources

• Percussion.com/resources/content-marketing/– Content strategy template– Guide to content repurposing– Content marketing benchmark report– Content marketing maturity assessment– And all our content marketing resources &

webinars

© Percussion Software 2015

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Questions?

• Follow us @percussion• Or say hi @gdc75 or @aspiringkaro• Send email to [email protected]• Visit www.percussion.com

© Percussion Software 2015