What Content Marketing Is All About And Why It Matters

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  • What Content Marketing Is All About And Why It Matters

    Dani Mansfield. Content Strategistdani@builtvisible.com

    Read Builtvisibles full introduction to content marketing at builtvisible.com/introduction-to-content-marketing/

  • Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.

    Content Marketing Institute

  • A few examples

    What can Content Marketing do for you?

    Build reputation

    Grow community Increase traffic

    Generate leads Reach new audiences

    Create ambassadors

    Establish brand thought-leadership

    Communicate CSR Drive more sales

    Increase retention

  • Content Marketing across the Sales FunnelAwareness: Broad, sharable content that inspires and entertains

    readers. Activity on wide range of channels. Brand visibility.

    Research: Provide useful an d educational information and tips for

    customers to help them solve their related problems. Build trust.

    Purchase: Consumer stories and testimonials, present content that spells out what makes the brand unique. Build trust and help action.

    Retain: Keep conversations going through top of funnel and middle of funnel content.

    Awareness

    Research

    Purchase

    Retain

  • Strategy

  • Content Marketing and the Sales Funnel

    Awareness: Broad, sharable content that inspires and entertains

    readers. Activity on wide range of channels. Brand visibility.

    Research: Provide useful an d educational information and tips for

    customers to help them solve their related problems. Build trust.

    Purchase: Consumer stories and testimonials, present content that spells out what makes the brand unique. Build trust and help action.

    Retain: Keep conversations going through top of funnel and middle of funnel content.

    Awareness

    Research

    Purchase

    Retain

  • The Content Marketing Lifecycle

    Research

    Plan

    Produce

    Promote

    Monitor &

    Evaluate

    Manage

    The Content Marketing Lifecycle

  • The Content Marketing Lifecycle

    Content-focused componentsWorkflowWhat processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?

    GovernanceHow are key decisions about content and content strategy made? How are changes initiated and communicated?

  • The Content Marketing Lifecycle

    People-focused componentsSubstanceWhat kind of content do we need (topics, types, sources, etc.), and what messages does content need to communicate to our audience?

    StructureHow is content prioritized, organized, formatted, and displayed? (Structure can include communication planning, IA, metadata, data modeling, linking strategies, etc.)

  • Joe Pulizzi, founder of the Content Marketing Institute

    Content marketing is not about what you sell its about what you stand for.

  • Create an overarching mission statement to keep content focused and to screen and tweak concepts.

    Statement should identify:

    The core target audience

    What will be delivered to the audience

    The outcome for the audience (what they gain)

    Mission Statement

  • Research: Data-Driven Insights

  • Audit your own content to learn about the scale, quality and location of your sites content.

    Content Audit

    Quantitative Inventory Catalogue of site content, includes for instance: Content format Page type Content location Traffic Shares

    Can offer a quick clear overview of the amount and complexity of your content

  • Qualitative Inventory Analyses the quality and effectiveness of the content

    Best practice assessment evaluates content against industry best practice Search optimisation User friendliness Copy quality

    Strategic assessment evaluates content against strategy Messaging Call to action

  • Where can your online audiences be found?

    What are they passionate about?

    What content topics and types do they share?

    Which sites do they read?

    Who are they influenced by?

    When is the best time to reach/engage them?

    Audience Research:What Should You Be Asking??

  • Creating audience segments/personas is an important part of forming a highly targeted strategy.

    User Research Methods

    User interviews an in-depth, structured conversation with a user, usually conducted in person.

    Focus groups A moderated group discussion, where several users answer your questions en masse.

    Survey - a series of multiple choice, fill-in-the-blank, and open-ended questions

    Site analytics detailed statistics about how visitors use your website.

    Search and keyword analytics measurement of internal search queries (on your site) and search engine queries.

    Contact analytics measurement of how and why users contact

  • A/B test of landing pages - a comparison of how different versions of a landing or product page performs on your live site

    Customer Service Analysis a look at most frequently asked questions, issues, and requests your customer sales people get from users

    Syndicated research research conducted by an independent company or organization, often sponsored by multiple companies within an industry.

    User testing sit and watch someone interact with your content.

    From Content Strategy for the WebBy Kristina Halvorson, Melissa Rach

  • Look into suggested and related search queries

    Break data into monthly volume to explore seasonal trends

    Identify new content pages based on keyword groups with significant volume

    Keyword Research

  • Quantitative and qualitative analysis of the social channels and content strategies of a clients brand and its competitors.

    Aims to segment the wider audience to determine an ideal format, focus, style, and placement strategy for future content in order to maximisechances of success.

    Audience Profiling

  • How is their site and content organised?

    What topics do they cover?

    What content formats are they using?

    How do they position their brand identity and voice?

    How do they interact with their digital communities?

    How is their content performing?

    Understanding Competitors: What Should You be Asking? ?Looking into your competitors content can help you identify and understand important opportunities.

  • Planning

  • Your data is your eyes not your brainColleen Jones, author of Clout: the art and science of influential web content

    Insights informed content

    Content Ideation

    Content audit

    Keyword research

    Audience research

    Competitor insight opportunities

    Businness Objectives & Marketing Themes

    Social Trends Research

  • Content Campaigns

  • Heavy weight big ideas content rooted in deep research and insight. Often gated. Embodies key vision, values and marketing messages:

    Core Content

    Print books

    E-books Guides

    Whitepapers Research studies

    Long-form video

    Tools

  • Mid-light weight content deriving from source material in core content. Diversify and improve accessibility and consumption through use of different formats. More focused and concise:

    Derivative Assets

    Video

    Infographics Case-studies

    Articles Slide shares

    Webcasts

    Podcast

    Quizzes Games

    Long-form and short-form blog posts

  • Simple low-cost content focused on expanding reach and starting conversations. Reuses and repurposes messages from core content for this purpose.

    Promotional Micro-Content

    Social media content

    Curated content Newsletters

    Blog comments Participation in blogs and forums

  • Determine what you want each content piece to achieve, and through which channel:

    For example:

    Set Objectives

    Build followers and likes

    Improve search visibility Increase sign-ups

    Increase brand engagement

    Increase email CTR Generate leads

  • Production

  • Focus on quality, not quantity, even when it comes to quick and simple on-site content:

    According to a recent survey by Acrolinx, 59 percent of respondents said that bad grammar and spelling mistakes would prevent them from purchasing from a website.

    Quality not Quantity

  • Characteristics of Quality ContentCharacteristic Description

    Usable and Findable The content is easy to find, access, and read.

    Clear and Accurate The content is understandable, organised cohesively, and correct.

    Complete The content meets customer needs with the right amount of content for the situation.

    Consistent The content across the website or interactive experience is similar in style, tone, and approach.

    Useful and Relevant The content meets user and business goals. It is timely and pertinent.

    Colleen Jones, Clout, 2011

  • Great Examples

  • Dumb Ways to Die by Metro Trains Melbourne (2012-2015)

    https://www.youtube.com/watch?v=IJNR2EpS0jwhttps://www.youtube.com/watch?v=eq-GYfRjxhMhttp://dumbwaystodie.tumblr.com/

  • New Ideas by Sprint Business (2015)

    https://business.sprint.com/new-ideas/?INTNAV=Header:NewIdeas

  • Experience Curiosity by NASA (2015)

    http://eyes.nasa.gov/curiosity/

  • Distribution

  • Internal LinksHome pageRelevant landing pagesFrom your most popular past content

    Metadata Strong title tag (50-60 characters) Targeted h1Targeted meta description (160 characters)

    Social mark-upEngaging social mark-up for easy sharingAlways include image in social mark-up

    On-site Optimisation

  • Influencers

    Contact influencers to comment on and share the pieceEncourage your sources to read, share and link to content

    Social media

    Contact people who have shared similar content

    Create 20+ snippets for diversified social media sharing:Variations of the titleShort quotes from the contentStatistics from the content, etc.Share on tumblr feed

    Email marketing

    Test titles on social media

    Third party sites

    Contact people who have linked to similar content

    Other:

    Turn into slideshow to host on SlideShareAmplification tools (e.g. Outbrain, StumbleUpon)PrintEvents

    Off-site distribution

  • Read Builtvisibles full introduction to content marketing at builtvisible.com/introduction-to-content-marketing/

  • Thank you

    Dani Mansfield. Content Strategistdani@builtvisible.com