Post on 23-Jan-2018
transcript
10 Great Ways Content Marketing Can Transform Your Digital Strategy
Today’s Workshop
1. 6 Questions to ask before you begin
2. What is Content Marketing
3. Steps to Creating Your Strategy
4. Generating Content Ideas
5. 10 Content Marketing Examples
6. Recap
What You Will Learn
• How to create a content marketing strategy
• How to create 100 content ideas in 30 minutes
• Getting a return from your investment in
content
6 Questions you need to ask before beginning your content marketing strategy
6 Questions
6 Questions
• Customer
• Context
• Competence
• Competition
• Content
• Capital
Customer
Who are your customers?
Customer
Context
How is it done in your industry?
Context
Context
Context
Product
Price
Place
Promotion 4P’s
Competence
What skills do you have in-house?
Graphic Design
Copywriting
Competition
Who has your customers?
Competition
Competition
Image: http://www.chunkofchange.com/2015/11/planning-for-growth-how-to-scale-up-using-a-swot-analysis/
Competition
Image: http://visual.ly/porter%E2%80%99s-5-forces-model
Competition
Content
What stories can you share about your
company / industry / customers?
Content
Content
Image: http://blog.readytomanage.com/wp-content/uploads/2014/01/business-silos.jpg
Content
Image: http://www.gettyimages.co.uk/detail/photo/young-people-buying-hiking-shoes-royalty-free-image/532022777
Content
Image: http://wywy.com/wp-content/uploads/2015/01/livesync-wywy-hyundai.png
Capital
What is this worth to your business?
Capital
Capital
Images: http://www.smartinsights.com/wp-content/uploads/2013/10/The-AIDA-model.pnghttp://www.ignitepeterborough.co.uk/wp-content/uploads/2015/08/AIDA-sales-promotion-powerpoint-slide.png
Capital
What is Content Marketing?
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.
Google Trends – Content Marketing
Why The Growth?
Google Trends – Content Marketing
Creating A Content Strategy
Creating Content Marketing Strategy
Objectives
Research
Ideation
CreationPlan
Promotion
Review
Objectives
Setting Your Objectives
• What are your objectives?– Sales / Lead Generation
– Brand Awareness
– Traffic to Website
– Traffic to Location
• What do you want from your content?– SMART objectives
• What channel(s) do you want to focus on?
Research
Doing Your Research
• Who are your customers?– Create personas
• How do they digest content?– What channels do they use?
– What devices do they use?
• What is the customer journey?
• What is your competition doing?
Focus on Your Customers
Problem Need HelpUnderstand
SolutionConsider Options
Choose Solution
How can you help them along their journey?
How will you answer the questions they have?
Map Out Their Journey
Seeking Activity
Compare Options
Research Activity
Things To Do
Make Booking
Outdoor Holidays
Northern Ireland
Newcastle Bike
Trails
Hotels in
Newcastle
Reasons to visit
Newcastle
Places to eat in
Newcastle
Take time to do the research to create the content your customers want.
Idea Generation
“I want a blog”
“I want an infographic”
“I want a cool video”
“I want something viral”
Get your idea first!
Focus on Your Customers
Problem Need HelpUnderstand
SolutionConsider Options
Choose Solution
Map Out Their Journey
Seeking Activity
Compare Options
Research Activity
Things To Do
Make Booking
Outdoor Holidays
Northern Ireland
Newcastle Bike
Trails
Hotels in
Newcastle
Reasons to visit
Newcastle
Places to eat in
Newcastle
Idea Generation
100+ ideas in 30 minutes!
100 Ideas 30 Minutes
• 6 People
• 3 Ideas
• 5 Minute intervals
• 100+ ideas
• http://635.tecmark.co.uk/
No idea is a bad idea
100 Ideas 30 Minutes
• Collate your ideas
• Start to identify strongest ideas
• Plan what research needs done and find your hook
• Now decide the form of content to best suit your best ideas
Help With Ideas
Answer The Public
Content Creation
Types of Content
• Blog Article
• Video
• Images
• Infographic
• Downloadable Guide
• Podcast
• Press Release
• eBook
• Social Content
Types of Content
Source: https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing
Popular Content - Buzzsumo
Article Length - Buzzsumo
Repurpose Content
• Ensure your content is unique
• Tell a story to your audience
• Good content can take many forms
– Article
– Video
– Press release
– Infographic
– Social content
Involve Customers / Influencers
Source: http://www.toprankblog.com/2014/11/seo-influencer-content
Reach Your Audience
Seekers
Joiners
Influencers
Buyers
Looking for information
Return to see
new content
Help to promote and
share your content
The group we spend
most time targeting
Create Your Plan
Create Content Plan
• Identify your content channels
• Set timescale for content campaigns
• Create content calendar
• Assign ownership of content
• Set project deadlines
• Create promotional plan
• Monitor and review
Promotion
Treat your content like a product.
Channels To Promote Content
Review
Monitor Performance
• Review content performance
– What types work best with your audience
• Did you achieve objective
• How can you improve next time
• Use your analytics tools
Why Content Works
Good Content Delivers Traffic
10 Great Content Marketing Examples
Cat #BuiltForIt
Learnings
• Don’t always go with the hard sell
• Think of audiences that can help reach your
customers
• Have a purpose for your content
– Cat was entering new markets in China & Brazil
• Content should bring people to your website
Holiday Gems
Learnings
• Help your customer with purchase decision
• Promote your content efforts
– 20,000 visits
– 200+ backlinks
• 1st in Google “where should I go on holiday?”
• Make your content interesting - competition
Hill Engineering - #TefraOnTour
Learnings
• Involve your staff
• And your customers
• Use channels that your customers spend time on
• Embrace new digital channels
Dollar Shave Club
Dollar Shave Club
Learnings
• Don’t be afraid to be different
• Humour is good
• Always keep an eye on the competition
Gillette Shave Club
Bjorn Borg
Learnings
• Encourage your customers to get involved
• Share content that feels real
• Take time to know which channels work best
Go Pro
Learnings
• Create a community with your customers
• Brand ambassadors – market for you
• Create content your customers will want to engage
with………… over and over
• It’s not all about your brand – think about getting the
right content
#LeanIn15
Learnings
• Know your audience
• Know which channels work for your content
• Evolve your content marketing efforts
• Be different
Tesco Living
Learnings
• Your customers aren’t always in a buying mind-set
online
• Give them content they are looking for
B&Q
B&Q
Learnings
• Give your customers information they’re looking
• Build content around keywords you want to gain
search visibility for
• Content will lead to sales
#ExpediaExplores
Why Content Works
• #ExpediaExplores
• 16 Weeks travelling around NI and ROI
• 30+ towns and cities
• Social media interaction
• UK and Irish travel bloggers
Best use of social in search campaign.
Social Engagement
Influencers
Shareable Content
Local Websites
And This Year
Sporting Experiences
Video link - https://www.youtube.com/watch?v=iyi-fulDxEA
Learnings
• Use influencers to help create content
• Involve your customers
• Create more than one type of content
Don’t Complicate It
1 Phone
3 Hours
Content that connects with audience!
The Video
@nialtoner @TheTomorrowLab
Video link - https://www.youtube.com/watch?v=tOHjWXc8EHI
The Results
Over 75,000 Reached
Results
80,000+ 45,000+
Reach Views Shares
600+
Follow Up Blog
Repurpose
First Hour Live
Recap
Recap
• Define your objectives
• Develop content ideas
• Identify best form of content
• Create, repurpose and promote content
• Monitor and review
• Remember your objectives!
www.thetomorrowlab.com
Thank you!
Email: digital@thetomorrowlab.comTwitter: @thetomorrowlab