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DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY
01
Michael Brenner
Head of StrategyNewsCred
Doug Kessler
Co-founder, Creative Director Velocity
DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
01
Documentingis the operative word in this
equation, especially given:
DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
01
Content marketing can involve any
number of stakeholders and resources.(A)
DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
01
Creating content for the sake of
content isn’t enough – it has to be the
right content for the right audience.
(B)
DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
01
Content without a strategic
distribution plan is largely a waste of time. (C)
DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
01
It doesn’t have to be complex
Keeping things simple can help you stay laser-focused on what you’re trying to achieve and how
you will measure success.
WHAT ARE THE SIMPLEST BUT MOST COMMONQUESTIONS MY CUSTOMERS ARE ASKING?
Now think,
how can you be the primary
source of answers and
information?
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Ask yourself:
THINK &ACT
LIKE APUBLISHER
CREATECONTENT YOUR
AUDIENCEWANTS
BUILD ANAUDIENCE
THENMONETIZE IT
MANAGECONTENT AS
AN ASSETWITH ROI
EDITORIAL STRATEGY MUSTS:
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
MANAGECONTENT AS
AN ASSETWITH ROI
01
When looking at ROI, try to use indicator metrics beforemoney metrics.
Don’t unplug what you’re doing now (e.g. ATL, traditionaladvertising, etc.) and replace it with content marketingovernight.
Instead, take a chunk of your budget, repurpose it, quantifythe value then increase as you go.
DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
BUILDINGYOUR OWNCHANNELS.
GARNERINGSOCIAL
ENGAGEMENT
PUTTING PAIDBEHIND
THE CONTENTGETTING
TRACTION.
Maximise the
reach of your content by:
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
1
OrganicSEO
Organic social
3 4
Ad networks
Newsletterlead nurturing
Paid social Native
THE BEST
DISTRIBUTION
TACTICS:
2
65
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Email newsletters are still
a very powerful form of distribution.
45% of traffic on NewsCred comes from thecontent marketing newsletter.
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
LESS-PRACTICED BUT CRUCIAL ASPECTS
TO A DOCUMENTED CONTENT STRATEGY
FIVE
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Content mission statement12 141 What you want to be and for whom
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Your sweet spot12 142 Where “stuff your prospects care about most”meets “stuff you know most about”.
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Psychographics12 143 Think about the attitudes, biases, behaviours and
beliefs of your target audience, then identify your‘perfect’ prospect.
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Trigger events12 144 What are some key ‘content pillar’ events
you can create?
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Identify your 'whys'12 145 Why are you doing what you’re doing and
why does it make the most sense for youraudience?
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
Identify your 'whys'1214 5Why are you doing what you’re doing and
why does it make the most sense for youraudience?
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
1.
Write down three titles for pieces
of content for the top, middle and
bottom of the funnel (nine in all) that start
with your audience information needs.
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
2.
Use this ‘recipe’ to craft a
documented content marketing
mission statement, aligned with your
brand mission statement.
01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:
3.
Describe the unique psychology of your
ideal prospect – the biases, prejudices,
attitudes and beliefs of the people most
likely to buy from you.