Online Content Marketing Strategy for Digital Content

  • Published on
    14-Sep-2014

  • View
    1.491

  • Download
    3

DESCRIPTION

How to create an effective and targeted content that will drive targeted prospects to your website, convert them into quality leads, and make your sales team. Creating content is always a challenge for marketers.Especially if it doesnt match up with your customers goals. The Number 1 Rule of Creating Content is to write it with the customer in mind. Otherwise it wont resonate with your reader on any level, which makes it more difficult to convert your leads into prospects and into sales.

Transcript

INTRODUCTION TO CROUD

A Search Marketing AgencyHello were Croud

BSc Psychology & Marketing10+ Years Experience in Online Marketing

Who Is Pieter S Verasdonck

Inbound Marketing Director Pieter S Verasdonck@psverasdonckslideshare.net/psverasdonck/What do we do ?Digital Marketing (SEO, SEM, Social, Analytics, etc)Content Creation (Copywriting & Blog Articles, White Papers, Infographics, etc)Content Marketing (Outreach, Online Partnerships, etc)But most importantlyCloud Based and Crowd Sourced

We Are Here to Help!Croudie Network:Croudies have over 2 years experience (Gained with some of the worlds largest brands & currently averaging 5 years +).Achieved at least 90% on the Croud network entrance exam (its pretty hard).Our freelancers are contractually bound and under strict non-disclosure agreement.Our Experts

The designated workflow management centre allocates jobs to the best suited people in our network

Workflow Management Centre

The Croud Control calendar enables centralised cross media planning

Calendar and Content Planner

Content Creation Process

Audit, Research & BrainstormProduceDistribute & MeasureAnalyse ROIRepeatContent Marketing Strategy

Image Source: mediacrushllc.comAudit and Research

Evaluate yourselfWhat talents, skills and expertise do you have now?What talents and skills can you develop further?What type of content can you offer best?What type of content are you passionate about?What tools and other resources can you utilise to advance your marketing campaign?How much money can you afford to spend in your content marketing campaign?Do you have the right team to support your goals?

Its important to know your strengths, limitations, and potentials to ensure that you can produce the best content that will attract more audience and customers to your business.

Assess yourself and your business. Determine your available and potential resources, such as your financial and human resources. You have to answer these questions to begin with your content marketing campaign:

10Target your audienceThe people (consumers or business owners) who need your business, products or servicesThe people who need your contentTheir demographics (e.g., gender, age, location, language, employment status, interest, lifestyles and others)Their questions and problemsThe solutions and answers they want nowThe solutions to their future problemsThe online places where they spend most of their time (i.e., search engines, social media platforms, and mobile)Remember that targeting your audience is vital to ensuring that your content will reach the right audience at the right place and at the right time.

After knowing what type of content you can offer best, its time to find the potential audience that will need and enjoy your content. Establish your audience by determining the following:

11Know your competitionResearch your competitors using related keyword on Google and other search engines.Research your competitors using related keyword or hashtag on social networks, such as Facebook, Twitter, LinkedIn and Google+. Use competitive research tools: SEMRush, Social Crawlytics, Open Site Explorer, twtrland, etcVisit their website, blogs and social media pages to study their content.Analyse how your competitors audience engage with their content.Know the strategies, tactics, styles and tools that you competitors are using to create content and promote them to their audience.

Having adequate knowledge of your competitors gives you a greater chance to create a content that will stand out from the crowd. Hence, dont hesitate to be a spy.

You should not just have knowledge about yourself and about your target audience, but you should also be aware of your competition. You have to ensure that your content will be the best in the market. Thus, you may do the following:

12Re-evaluate yourselfDo you need to train yourself a new skill, like writing, graphic design or video production?Do you need to hire professionals that will help you in your campaign, such as a writer, social media strategist, SEO, and graphic designer?Do you need to use additional tools in creating and promoting your content?Do you need to increase your marketing budget?How much time do you need to allocate to achieve your marketing objectives?

Your marketing plan should be SMARTER (specific, measurable, achievable, relevant, time-bound, evaluation and re-evaluation)

After determining your target audience and analysing your competitors, re-evaluate yourself further to determine the required resources you need to invest to produce content that will win your competition and will attract more customers. You can consider the following during your re-evaluation:13Content Marketing PlanSituational analysisChannel objectivesContent/conversation plan (how youre telling your story)MetricsPersonas addressedContent management processEditorial calendarProcedure

Why, Who, What, How, Where

Image Source: http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/ 16What Content to Produce

Image Source: http://blog.eloqua.com/the-content-grid-v2/ 17Everything is ContentFrom this Meetup we could create:Blog ArticleVideoAudio FileImagesPDF DownloadSocial Shared & SignalsUser Generated Content (UGC)Emailetc

18Whats NextCreate a blogPublish articles:Comprehensive and step by step how to articlesUltimate guide and evergreen articlesCase studies and true storiesTop 10 or list articlesInterviews with experts and influencersIn-depth articlesHot and intriguing articles that are related to your business and audienceGive reference to authority and link to useful resources

These types of article are the most read, shared and kept content online. So consider creating and writing them even if they require extensive research and longer hours to finish.19Optimisation for SearchSEO your content:Use relevant keywords in your pages title, description, and content.Write high-quality, well researched, and in-depth articles.Use relevant keywords, titles and alt texts in your images.Publish fresh content regularly.Build quality inbound links from authority sites.Make your link building practice consistent to regularly create fresh quality links.Speed up your website and blog.Improve the navigational structure (i.e., menus, categories and internal linking) of your website or blog to make it more friendly to users.Use Googles Authorship Markup.Create a sitemap and submit it to Google and Bing Webmaster Tools.Use long tail keywords to target your audience.Implement geotargeting or targeted keywords according to your audience location.Optimize the title, headline and description of the content in your social media pages.

20Optimisation for ConversionPut the right call-to-actions on your contentCreate an awesome landing page for your products or services.Strategically place a link to your landing page in your content. For example, in your authors bio, in a perfect part of your blog posts, and in your social media posts.Make sure that your CTA is highly relevant to your content and it will guide your audience what to do next.Make it short, simple, creative and helpful.Have timing in your content marketingContent Characteristics: Length, Format, Purpose, Topic, Style, Type

Pro Tip: Content Supply vs. Content Demand

No Need to Reinvent the WheelCurate content:Aggregation: Aggregation is the act of curating the most relevant information about a particular topic into a single location.Distillation: Distillation is the act of curating information into a more simplistic format where only the most important or relevant ideas are shared.Elevation: Elevation refers to curation with a mission of identifying a larger trend or insight from smaller daily musings posted online.Mashup: Mashups are unique curated just a positions where merging existing content is used to create a new point of view.Chronology: Chronology is a form of curation that brings together historical information organized based on time to show an evolving understanding of a particular topic

Aggregation - There is a flood of information online and Google can only give you a best guess at the most relevant, but there are millions and millions of pages returned for any search result. Aggregation is the act of curating the most relevant information about a particular topic into a single location. Often taking the form of catalog style blog posts which list 27 Great Resources For Small Business (or similar aggregations), this is the most common form of content curation. Volume is not typically an issue when it comes to aggregation, so in this case you still may have hundreds of pieces of source material but just the fact that it is in a single location and not millions of pieces of information has a high value for people interested in a particular topic.Distillation - The idea behind distillation is that adding a layer of simplicity is one of the most valuable activities that someone can undertake. Distillation is the act of curating information into a more simplistic format where only the most important or relevant ideas are shared. As a result, there may be quite a bit of additional content that is lost for the sake of simplicity however the value comes from the fact that anyone digesting this content no longer has to contend with a high volume of content and can instead consume a more focused view of information.Elevation - The smaller ideas that are often shared online in 140 character bursts or pithy mobile phone images may point to a larger societal trend or shift. Elevation refers to curation with a mission of identifying a larger trend or insight from smaller daily musings posted online. Encompassing much of what many trend-focused websites do, this can be one of the hardest forms of content curation because it requires more expertise and analytical ability on the part of the person or organization during the curating. The benefit is that it can also be the most powerful in terms of sharing new ideas as well.Mashup - A term often used in the context of music to describe the growing trend of taking two or more pieces of music and fusing them together there is a wider implication for mashups in relation to information. Mashups are unique curated justapositions where merging existing content is used to create a new point of view. Taking multiple points of view on a particular issue and sharing it in a single location would be one example of this type of behaviour and could be used to describe the sort of activity that takes place every day on Wikipedia. More broadly, mashups can offer a way of creating something new while still using content curation as a basis for it because you are building on existing content.Chronology - One of the most interesting ways of looking at the evolution of information is over time and how concepts or our understanding of topics has changed over time. Creating a Chronology is a form of curation that brings together historical information organized based on time to show an evolving understanding of a particular topic. Most useful when it comes to topics where understanding has shifted over time, this can be a powerful way of retelling history through informational artifacts that exist over time to prove how experiences and understandings have changed.

22What to UseUse images Create and share presentations Produce and share videosWrite and share a free ebookUse informative and interesting infographicsCreate and share free toolsBuild your personal brandShare your content on social mediaShare content on related online communitiesWrite guest posts or interviewsDo outreach and email marketingAsk your customers or Journalists

23Distribute and Measure

What Content to Produce

Image Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-marketing-content-strategy 25ROI of ChannelsAwarenessStrong:Content, SlideShare, Facebook, Twitter, emailModerate:Linkedin, YouTube, PinterestPoor:Phone & DM

26ROI of ChannelsLead GenerationStrong:YouTube, SlideShare, ContentModerate:Twitter, email, Linkedin, Phone & DMPoor:Facebook, Pinterest

27ROI of ChannelsLead NurturingStrong:Linkedin, Twitter, Phone, emailModerate:Facebook, Content, SlideShare, Pinterest, DMPoor:YouTube

28ROI of ChannelsSales GenerationStrong:Content, SlideShare, Facebook, Twitter, emailModerate:LinkedIn, YouTube, PinterestPoor:Phone & DM

29Improve Your Content DistributionBuy ads: PPC, Retargeting/RemarketingLeverage the power of collaboration and co-marketingLike to unlockShare to DownloadMix content marketing with relationship marketingList building by lead magnetsFreemium Offers: Content to promote other content or Free previewPost Sale OffersSpecial OffersDo offline content marketing

Analyse

Tracking and AnalysisQualifying Leads:Its complicated : Channel Segments vs. Product SegmentSegments1st time visitors: organic, paid, referral, etcReturn visitors: Visitors who make multiple purchasesCart Abandoners by Traffic Source

Image Source: marketo.com32Useful ToolsSuggest Scrapers: ScrapeBoxKeyword Research: Google Keyword Planner, WordstreamSeasonality: Google TrendsCompetitor Intelligence: SEMRushBacklink & Share Data: Open Site Explorer, Majestic SEOSocial Media Analytics: Twtrland, Social CrawlyticsTopic Research: BuzzsumoAutomated Social Sharing: Buffer App

33Any Questions?Pieter.Verasdonck@croud.com.auW@CroudMarketingwww.croud.com