How we can help businesses in the South West fast track their digital capability

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A Proven Marketing Approach

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Outposts

Metrics Driven

6 Steps To Success

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Step 1Learn to listen to your

audience

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Develop customer personas..

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To help you develop detailed customer personas use the Empathy Map developed by XPLANE also called a "really simple customer profiler"

Use Tools like Empathy Maps

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Daniel Day Lewis took 8 months to get into character for his role in My Left Foot. His performance won him numerous awards including best actor.

Today’s brands need to show the same commitment in their quest to know their customers

Get into character..

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Set up an observation post

Use tools

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The key to a great content marketing strategy is to focus content on the buyer, not on a product, service or brand. And to do that, marketing teams need to understand the content their audiences seek most.

This step includes identifying and analysing keywords prospects use to research online.

It includes mapping the steps in the customer journey or buying cycle.

It includes listing the questions buyers ask at each stage of their online journey.

Step 1Summary

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Step 2 Audit & Inventory Content

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Why a content audit?

Topic coverage

Content types

Spot gaps

Provide a better user experience

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Research demonstrates that 52 is the magic

number at which traffic increases due to the

presence of deeper, more expert and tenacious

content.

http://labs.openviewpartners.com/how-much-content-should-you-be-creating/

For expert views and opinions on this topic go to:

How much content?

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Benchmark competition

Validate popular sources

Check Influencers

External audit

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KEEP POLISH CREATE

Existing Content Assets

Calendar

Content users want Content client wants Other

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TRASH

Internal audit

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Step 2Summary

As marketing defines its audience it will realise that it already has crucial answers to address its customers’ most pressing questions.

But those answers will be buried in content that is poorly organised and not mapped to the customer or the stages of the buying cycle.

So this stage is the best time to sort through and inventory existing content assets and determine which assets serve the customer or the business, log their whereabouts in an inventory and decide which items are fit to be reused on the website, which can be repurposed, or which ought to be deleted.

The audit will uncover purposeful content which includes educational articles, practical blog posts, how-to guides, e-books, demo videos, customer success stories (case studies), and webcasts

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Step 3 Map your Content to

your Buyer Needs

Search personas

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Align with your Search PersonasAlign with your Search Personas

Become aware

The Bystander

Just getting started in search. Does not yet fully realise that a need exists

in the organisation

Consider / compare

The Detective

Acknowledges a need. Is looking at options.

Aware of the bigger suppliers. Not aware of

us yet.

Make a choice / prefer

The judge

The judge is more sophisticated, well

informed and able to discern.

Purchase

The Jury

Ready to purchase.

The bystander picks up general information at

events, on your website, in blog posts, in videos, at

conferences, in pamphlets, brochures, in

the press, specialist media, on referral sites, in

emails

Content that is targeted to keywords and key phrases via optimised

pages is the best way to make self discoverable to the detectives. Creating content that helps solve specific problems this segment is struggling

with

A deeper level of content is needed to get on the judges shortlist.

The job is to get to known them. Content

needs to be good enough to earn their trust and

contact details (e.g. email address)

Make it drop dead easy to obvious how to

purchase. Call to action

Cycle

Segment

Characteristics

Content requirem

ents

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To be effective you need to provide a range of content that is relevant & informative, at each stage of the buying cycle

Align content, persona & stage

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Plan content for each stage of the buying cycle

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Use a Content Matrix

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Step 3 Summary

The key at stage 3 is to determine what content will be delivered to different customers personas at each stage of their customer journey (bystander, detective, judge and jury).

Armed with an understanding of persona questions and concerns we use a content matrix to get ideas and to help us list the content types that are sought at each stage along the journey, and apply a practical framework to map brand content to customer questions and the buying cycle, so that we prevent gaps from occurring in our content plan and have the means to attract and moved prospects down the conveyor belt from casual visitor, through lean to customer.

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Step 4 Create your editorial calendar

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✓Content headline✓Content type✓The buyer persona you’re writing this piece for✓Person who will write/create the content✓Date due✓Person who will edit the content✓Channels — where does this get published✓Those “meta data” tags✓Publish date✓Status (perhaps indicated by green, yellow, or red)✓Any notes✓Metrics (e.g., comments posted, page views, downloads, etc.)✓Call to Action (the primary action or behaviour you’ve asked for)

Create Your Content Plan

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Daily Monthly Quarterly

Write a blog posts

Updates and ideas (Tweet. FB, LinkedIn, G+)

Respond / comment onsite / offsite

Curate news

Do a Webinar

Create how-to video or event video

Write meatier blog post

Create case studies

Do guest blog post on influential third-party web site

Create and post presentations to SlideShare

Quarterly

Publish an e-book, guide or white paper

Attend one big event and interview people

Produce a video series of 4-5 items

Plan far ahead

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Relevant

Word count

Educational

Meaningful (metaphor)

Visual

Restrained marketing

Chunked

Linked

Key words / phrases

Call To Action

Follow proven editorial guidelines

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Step 4Summary

With the content map in place, we can plan what is needed andschedule the work in an editorial calendar (custom spreadsheet).

This ensures no gaps exist and content will be created within the confines of a schedule and production workflow.

Content is defined for both purpose and audience, titles, types, keywords and contributors (internal or external) are all named within the document.

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Step 5 Content Promotion

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Outposts

Outposts

Get foundOptimise Social media outposts

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Outposts

Your own turf BlogE-NewsletterWebsiteOffline cross-promotionEmail footer

Social TwitterLinkedIn (inc. Groups)FacebookGoogle+ (author rank)YouTubeFlickr Social bookmarks (Digg)BrightTalkSlideShare

Paid BannersPPC (in social channels)Sponsored broadcastsPaid Webinar PR web

Optimise channels

Outposts

Leverage influencer marketing

Get tooled up!

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Outposts

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Step 5Summary

Many marketers don’t know their social media from their content marketing.

Most use social media without an understanding of the importance of great content (social is the fire and content is the fuel), and that is their downfall and the reason so many businesses fail to engage or convert prospects online. Their content is shallow and of little value to their target audiences.

Content promotion is a skill that requires time and patience to master. It’s like learning a new language. To be successful you need to live in the social networks and forums, but learning techniques and unlearning common mistakes will improve the chances of success dramatically. Having great content to promote will make the task much easier and more gratifying.

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Step 6 Measure Performance

Digital Marketing Can Be Measured Precisely

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If it’s worth doing, it’s worth doing properly

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View our 45 mins Webcast https://www.brighttalk.com/webcast/8551/72901