Embed Size (px)
Citation preview
/vboutcom vbout www.vbout.com
Table of Contents
Content Marketing
Defined
Strategy andPlanning
How to Address Challenges
Success Stories Conclusion
58
2734 43
/vboutcom vbout www.vbout.com
The Importance of Content Marketing• A recent study shows
that 86 percent of all B2B marketers use content marketing strategies to gain exposure and ultimately generate revenue, but only 38 percent believe they are effective at it.
(source: Gesenhues, Marketing Land)
4
What is Content Marketing?• “Content marketing can be defined
as the creation and distribution of meaningful insights, perspectives, and best practices that are valuable to a specific audience. The aim is to retain existing clients including doing more business with them and to attract new high-quality clients.”
~ Bruce Rogers, Chief Insight Officer, Forbes
5
What is Content Marketing?• “Content marketing is
anything an individual or an organization creates and/or shares to tell their story. What it isn’t: A warmed-over press release served as a blog post.”
~Ann Handley, Chief Content Officer, MarketingProfs
6
Definition of Content Marketing• Simply put, Content Marketing
is information that your target market will view as informative, valuable and relevant.
• Key factors:1) Tells a story2) Current3) Free
7
Content Strategy Development• Determine your objective.–More sales? Educate about a
new trend or segment?• Write a mission statement.– Be clear and concise and
make it achievable.• Develop the Persona.– Extremely important for your
action plan from beginning to end.
8
Content Strategy Development• Determine your “Pillar of
Content”– Give your story and purpose a
framework.• Select the channels.–Where, frequency and post
times.– Pay attention and work on
tweaking your strategy as needed.
– The plan and strategy should never be set in stone.
– Be ready to innovate and try different things.
9
Benefits to Effective Planning• Enables Marketers to:
1) Feel less challenged with every aspect of content marketing.2) More effective use of content marketing tactics and social media channels.3) Better tracking to determine what works, what to improve.4) Justify spending a higher percentage of their marketing budget on content marketing.
10
(source: CMI 2014)
Types of ContentHow do you determine the type of content to produce?
Three main considerations:
1) What makes sense for your persona and niche market.
2) Your resources and budget.
3) The competitive environment.
Stats on right: 2015 Social Media Marketing Industry Report
11
Types of ContentDeciding what to write about:
• What can you manage with your resources?
• What will serve your purpose best?
• Test our your audience and see what “sticks.” At Vbout, we tested a few different types of content and subject matter.
12
Types of ContentDeciding what to write about:
• Our persona, levels of engagement and response was highest with educational content.
• If your team is small, you may want to be hyper focused and one or two subject matter to start.
• Keep testing, keep trying and tweak your content and campaigns as you go along.
13
Types of ContentThe next step is to determine the format. We like to divide the types into 4 categories:
1) Short-form: • Blog posts -- ~ 750 to 1500
words• Infographics -- see right for
example• Slides – for Slideshare, webinars,
presentations. Slideshare (via Linkedin) is very popular and not as competitive as some other channels. Great to look into especially for B2B.
14
Types of Content2) Long-form:
• Case studies, white papers, e-Books – great for collecting leads. Set up landing page, produce great, in-depth study. Can really help lead generation and building relationships.
(Download this eBook here: http://lp.vbout.com/increase-conversion-rates-with-better-web-design/)
15
Types of Content
3) Video / Recordings / Multimedia:
• Podcast – becoming extremely popular and not a very crowded space. A lot of potential for the right type of business. Whole channels on YouTube or iTunes.
• Video tutorials – Great for certain kinds of B2C products. Check out some beauty bloggers on YouTube, or channels about electronics.
16
Types of Content
4) Visual: • Photographs – great for
well designed campaigns on Pinterest, Instagram, or if photo blogging makes sense for your brand, this is also very popular.
• Memes / short videos – the popularity of Snapchat and viral shareable memes is nothing to be ignored and could be a great addition to your content strategy.
17
Channel Selection• Determine who you want to talk to and
what you want to say.• Most marketers are using the “big 4”:
LinkedIn, Facebook, Twitter and YouTube.• Very crowded, noisy spaces.• Look as well for niche, industry community
sites.• Examples: Inbound.org, G2Crowd, Product
Hunt.• Find relevant blogs, bloggers, engage with
influencers.• Try guest blogging for them, or having them
guest blog on your sites for increased reach.
18
Social Media Marketing Industry Report 2015
19
Distribution:20In addition so social media channels,
there are additional steps and places to increase reach and distribution.
• Boosted ads / PPC campaigns.• Link backs to topics on QA sites
ex: Quora, Reddit.• Press Releases: harder to get
but possible if you get the right contact.
• Video / podcast channels.• Email marketing to your
subscriber lists.
The PESO Model• Developed by PR / social
media guru, Gini Dietrich, PESO model stands for: Paid Earned Shared Owned.
• Combines each of these to achieve company goals and adapts how you use different media based on your goals.
• For ex, building credibility will be a different approach to nurturing prospects.
22
The PESO Model• The PESO model is a
framework to shape your strategies and tactics.
• Different parts are more effective for different parts of a buyers’ journey.
• It helps navigate a complex distribution environment while keeping goals in mind.
23
B2B vs B2C Goals 24
Success Metrics• Metrics for B2B
Content Marketing Success.
• As ranked by marketing managers in order of importance.
(Source: Marketing Land)
25
Analytics:26
In a B2C context, the success metrics on the previous page can be different.
Here are examples of additional items to measure and track your goals:
• Engagement• Referral sources• Geography• Social Shares• Repeat customers• Customer loyalty
Content Marketing Challenges• Competition is very
intense.• 69% of marketers say
they lack the time to create content.
• Explains why 55% believe they don’t have enough content.
• Inability to capture and maintain interest.
• Lack of strategy.(source: Drew Neisser)
27
Most common challenges marketers face with content marketing campaigns.
Source: Content Marketing Institute / Marketing Profs, 2013
B2B Content Marketing Challenges
28
Common Pitfalls• Lack of strategic planning and
focus. • Setting unrealistic goals.
*Important note: Only 1/3 of your content will be seen and engage only 2/3 of your audience (Drew Neisser).
• Having a one size fits all mentality.
• Constantly test to see what is sticking and what is helping you reach goals.
29
Common Pitfalls• Inconsistency with content
delivery and distribution.• Some say you should spend as
much time distributing content as developing it.
• This will of course depend on your reach and current following.
• Thinking that great content will be enough to get attention.
30
5 Ways to Fix Your Content Marketing
• 1) Develop Content Campaigns– Focus on one
meaningful theme at a time that is relevant to the target.
• 2) Create memorable content.–Mixture of
entertainment, inspiration, and selling (60% entertaining, 30% inspirational and 10% selling).
31
(source: Drew Neisser)
5 Ways to Fix Your Content Marketing• 3) Focus on Quality– Align outcomes and focus with
business objectives.– Stay focused on the success
metrics , the exact items helping you reach goals.
• 4) Test and adjust content accordingly. –Will see 35-70% of your content
is irrelevant to your target.– Test to refine headlines, formats
(text, images, videos), and time of day.
32
(source: Drew Neisser)
5 Ways to Fix Your Content Marketing• 5) Just Add Media– Bolster content creation with
some form of guaranteed exposure, either paid and/or through PR, events, email and/or website exposure.
– Review the list presented earlier for distribution and try a variety.
– Test, try different channels and formats for paid ads, and constantly work to improve numbers and success metrics.
33
(source: Drew Neisser)
Successful Content Marketing• TED is a non-profit organization
devoted to spreading ideas, typically through 18 minutes talks. – Have been viewed over 1 billion
times.– Get an average 17 new page
views per second.– Are translated into more than
100 languages.
34
TED IMAGE
You can get their image from their site
https://www.ted.com/
35
Successful Content Marketing• Audience Bloom is a small
content and social media marketing company based in Seattle.– Frequent mentions in
Entrepreneur, WSJ, Huff Post, Yahoo!, Wired, and Mashable.
– Their blogs provide cutting edge information in the digital marketing sphere.
36
(source: CMI)
AUDIENCE BLOOM IMAGE
audiencebloom
37
Successful Content Marketing• GoPro has spiced up the digital
camera world with their high octane, durable camera.– Their content is viral and
mostly user generated.– Viewers live vicariously
through their content.– They understand people are
visual.
38
39
Successful Content Marketing
• IBM is a blue chip company that offers a plethora of business services from Analytics, Cloud, IT Infrastructure and Security.– They know the topics that
resonate with their industries.– They create content hybrids
that are games, but also educational.
40
41
Some CM Productivity Tools:42
FREE:• Trello• Evernote• Dropbox• Google Docs +
Calendar• Google Analytics• Vbout.com
(marketing)
PAID:• Jira (PM)• Teamwork (PM)• Contently (CM and
Distribution)• Powtoons (animtated
videos)• Visua.ly (infographic)• Graphicriver (paid
designs and infographics)
• Chartbeat (Analytics)
Summary• Develop the content strategy and lay out
your plan, keeping in mind business goals and resources.
• Make sure the content is relevant, current, interesting and informative.
• Know where your target market is, what they like, then determine the right content, format and channels.
• Always test and analyze against your success metrics and goals.
• Look at what the other companies are doing well.
43
