The New Content Marketing Blueprint [Webinar]

transcript

#AISMediaEdu

Melanie Merrifield Senior Content Strategist, AIS Media Inc.

Your presenter

Delivered. TRANSFORMATION 2015 | #AISMediaEdu

The New Content MARKETING Blueprint

Brand Awareness

Buyer Engagement

Sales Performance

Our Offices

Digital Marketing Strategy

User Experience (UX) Design

Lead Generation & Online Sales Programs

Digital Marketing (SEO / PPC / Email)

Conversion Rate Optimization (CRO)

CRM Selection & Implementation

Marketing Automation

Sales Process Alignment

Content Journey Mapping

Lead Management

Founded 1997

Atlanta Dallas

Award-Winning Design Team

TRANSFORMATION 2015 | #AISMediaEdu

Where You’ve Seen Us

Featured Clients

SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

CONTENT

DESIGN

STRATEGY

The Big Picture

Major Content Shifts For 2015

• Content blends with social

• Advertising will be less blatant

• Content marketers will see higher search rankings

• Guest blogging will return

• Budgets will reach new record highs

• Content marketers will be more sophisticated email

marketers

55% of B2B marketers

plan to increase their content

marketing budgets in 2015

Source: Content Marketing Institute, “2015 Benchmarks, Budgets, and Trends – North America.”

Unsure

Decrease

Remain the Same

Increase

Significantly Increase

B2B Content Marketing Spending (Over the Next 12 Months)

Unsure

No Content Marketing Strategy

Yes, but not documented

Yes, and it is documented

Percentage of B2B Marketers Who Have a Content Marketing Strategy

Upsell/Cross-sell

Lead Nurturing

Lead Generaiton

Customer Evangelism

Brand Awareness

Engagement

Customer Retention/Loyalty

Organizational Goals for B2C Content Marketing

Source: 2015 Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs

The New Content MARKETING Blueprint Mobile Users > Desktop Users Within 5 Years

Morgan Stanley Research

People browse with a

variety of devices.

Source: Google/Ipsos/Sterling, 2012

95% of B2B buyers prefer

shorter content formats.

Be prepared for screens

to get even smaller.

Wearables

are emerging in

a BIG way

Key Components of Your Content

Marketing Blueprint

1. Goals & Metrics

2. Buyer Personas

3. Buyer Journey

4. Messaging Guide: Key Ideas

5. Content Calendar

6. Content Amplification: Formats & Media Choices

1. Goals & Metrics

Know your primary

content marketing goals.

Subscriber Growth

Qualitative Customer Feedback

Time Spent on Webiste

SEO Ranking

Higher Conversion Rates

Website Traffic

Metrics for B2C Content Marketing Success

Subscriber Growth

Qualitative Customer Feedback

Inbound Links

Time Spent on Website

SEO Ranking

Sales Lead Quantity

Higher Conversion Rates

Sales Lead Quality

Website Traffic

Metrics for B2B Content Marketing Success

COMMON GOALS POSSIBLE METRICS

Brand Awareness Web Traffic • Page, Video & Document Views • Downloads • Social Chatter • Referral Links

Engagement Blog Comments • Likes, Shares, Tweets +1s, Pins • Forwards • Inbound Links

Lead Generation Form Completions & Downloads • Email & Blog Subscriptions • Conversion Rate

Sales Online Sales • Offline Sales • Manual Reporting & Anecdotes

Customer Retention/Loyalty Percentage Content Consumed by Existing Customers • Retention / Renewal Rates

Upsell/Cross-Sell Sales for New Products / Services

Content Marketing Institute’s The Complete Guide to Influencer marketing Strategies, Templates & Tools

In addition to analytics,

use website heat maps

to illustrate how your

audience is engaging

with your content.

Awareness

Interest / Trigger

Search

Consideration

Conversion / Purchase

Loyalty

Advocacy

The New Customer Funnel

Consider appropriate performance

metrics for each stage of the

buying process.

Ask yourself: “How well does our

content marketing plan support our

business goals?”

2. Buyer Personas

Define Your Customer Personas • Demographics

• Service line

• Lifestyle

• Education

• Needs and interests

• Technology involvement

• Goals and challenges

• And more…

35+ adult striving to look her best. See

cosmetic procedures as a necessary part of

aging. Wants effective procedures for long-

term effect, with minimal discomfort. Price is

inconsequential.

Interest level: High

Psychographic: Age is the enemy

Role: Decision maker with means

The New Content MARKETING Blueprint Cosmetic Surgery Personas at a Glance

Forever Young My Best Self Finally Ready

Require surgical procedures following

medical procedure such as mastectomy.

Seeks to regain or improve pre-diagnosis

appearance. Balances desire to proceed with

treatment fatigue. Emotionally fragile; needs

encouragement and support.

Interest level: Medium

Psychographic: Reconstruction is part of

emotional healing.

Role: Decision maker with means

He/she has waited a lifetime to address a

specific body feature like a nose or jawline.

May view elective surgery as a major

milestone. Is willing to undergo discomfort for

the desired outcome. Wants to believe now is

the best time to act, if price allows.

Interest level: Low

Psychographic: This is my time

Role: Decision maker with lesser

means, spends wisely

Responsible for budget and support.

New Platform = headaches

Needs to safeguard team

Interest Level: High

Psychographic: Dubious

Role: Gate Keeper

The New Content MARKETING Blueprint Lead Management Software Personas

CIO “Skeptic 3.0”

CMO “Loud and Clear”

VP of Sales “Let’s Do This!”

Branding and supporting sales

Needs compliance

Consistency

Interest Level: Low

Psychographic: Control

Role: Brand Champion

200 member team

Wants new way to nurture leads

Needs can’t fail tools

Interest Level: High

Psychographic: Enthusiastic / fearful

Role: Driver

Awareness

Interest / Trigger

Search

Consideration

Conversion / Purchase

Loyalty

Advocacy

Buying Decision: Where Each Persona Weighs In

VP of Sales

Identify the type of content each persona values most

EDUCATIONAL Inform / empower

HELPFUL Make things easier

SPECIAL EXPERTISE Solve specific problem

ENTERTAINMENT Humanize the business world

3. The Buyer Journey

Deliver the right content – in the right format – to the right audience at the right time.

Awareness Consideration Decision

Videos

Trend Reports

Live Events

Demo Videos

Interactive Videos

Calculators

eBooks & Guides

eNewsletters

Testimonials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics Articles

Webinars

Quizzes & Widgets

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos

Ratings & Reviews

The New Content MARKETING Blueprint Utilize appropriate content at each stage.

Identify the gap between the content you

have and the content you need.

4. Messaging Guide

Your organization’s Bible for

on-brand content

Tone • How we say what we say

• The personality of your B2B brand

• Do’s and Don’ts

Voice • What we say

• Explain & educate, encourage, inspire

• Key brand values

Examples: “That was easy.”

“When it

absolutely, positively has to get there overnight.”

Grammar & Mechanics • AP Style Guide

• Chicago Manual of Style

• Capitalization standards

• Sentence fragments

Personas • The audience we serve

Brand Standards, Graphic Identity • Print & digital

• Logo treatments, fonts, PMS colors

5. Content Calendar

Create Your Content Schedule

Why? Google looks for fresh content

Rank higher in search

Increase website traffic = more leads

Content

Search Digital

PR / Social

Marketing

Automation

Content fuels all

digital channels…

How Often B2B Marketers

Publish New Content

17% 19%

8% 2% Multiple Times/Week

Weekly

Multiple Times/Month

Monthly

Less than Once/Month

Unsure

Content Marketing Institute 2014

6. Content Amplification

Shift from content creation

to AMPLIFICATION

Content Formats & Media Choices

Marketing

Automation

Social

Videos Articles Webinar Case Study Specs PR Papers

Content

Analytics & Reporting

Website

Search

B2B Marketers Use

an Average of 13 Content Tactics

B2B Content Marketing Usage (by Tactic)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

ia –

REPURPOSE CONTENT: Changing Format & Audience

• Leverages original content to its fullest extent

• Improves SEO

• Attracts different buyer personas

• Reaches audience through different mediums

• Reinforces your message

• 1 Podcast interview

• 1 Video animation

• 5 Short blog posts

• 3 Infographics

• 1 eBook

• 1 Live event

• 3 Webinars

• 3 Slideshare presentations

• 25+ Social media pieces

• 1 White board video

EXAMPLE One 18 page white paper can be repurposed as:

Key Takeaways

MARKET

DYNAMICS DRIVING

TRANSFORMATION TOP 2015 1. Get A Written Content Strategy

2. Mobile-First, Multi-Screen Economy

3. Need For Accountability & Demonstrating ROI

4. Content “Marketing” Amplification

FREE EXCLUSIVELY FOR WEBINAR ATTENDEES

Content Marketing Analysis & Consultation • Content strategy review

• SEO analysis of top 3 competitors

• Content performance analysis

• Expert tips & recommended action steps

Call: 404.751.1043 | Email: info@aismedia.com

TRANSFORMATION2015 | 4-Part Webinar Series

Jan 21st 11am EST Feb 11th 11am EST Mar 4th 11am EST Mar 25th 11am EST