Date post: | 18-Aug-2015 |
Category: |
Marketing |
Upload: | content-marketing-norge |
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The agenda
• Why content marketing fails• 5 steps to a content marketing strategy• BREAK• Selling content marketing to your
colleagues• Measuring success• Organizing your content marketing team• Choose your tactics: ”Juleribba”, Angler,
Curator or Mailbox• Summing up
Who is Joakim Ditlev, anyway?
• Author of Content Marketing Bogen• 6 years content marketing experience• I help companies:– Change the way they act and think about
marketing– Create longterm customer relations
through useful or entertaining content.
When we wrote the book we realized that…
• Some of the best cases is driven by gut feelings. They don’t call it ”content marketing” themselves.
When we wrote the book we realized that…
• The best cases have one thing in common: They really want to know what matters to their customers.
Frequent content marketing fails
• Content excitement without a documented strategy
• Focusing on several markets or business lines at once
• Lack of commitment from the boss• Lack of focus for distributing content• Time optimism
The 5 steps for your strategy
1. Purpose2. Business goals3. Target audience and persona4. Organization and implementation5. Content distribution
Your business goal:
• What kind of business goal are you trying to achieve?
• Sales • Savings• Sunshine
Look for actual strategies
• ”Our goal is to increase sales in offshore by 50%” (Sales)
• ”We need to cut costs per customer by 20%” (Savings)
• ”Our ambition is to become the most known brand in the UK market” (Sunshine)
What you want to say != What your customers want to hear
• But there is an overlap. Find it by asking:– How can your content create
value to your customers?–What matters to the customers
related to your products?
From target audience to persona
Persona 1: Persona 2:Name:Age:Occupation:Personality:Prefered media / devices:Getting advice from:Pain:Goal:
How to get customer insight
• Surveys• Focus groups• Interviews• Insights from sales / customer
service
The editor’s role
• Manage the project• Set deadlines• Ensure content quality• Contact to external content providers• Permission to be annoying…
Content Marketing =Marketing Content
• Spend the same effort promoting as producing content
• Start with your colleagues• Your best content
deserves a bit of your advertising budget
Let’s talk!
• Are your colleagues in favor of content marketing?
• What kind of challenges do you expect, when rolling out a content marketing program?
You need to get the boss on board, because
• Lack of buy-in is a main reason, why content marketing fails
• Easier access to time and knowledge• Reduce risk of being just another
campaign
Usually the boss doesn’t like content marketing
• It’s hard to fit into the quarterly budgets
• It’s hard to document the results
Make sure to highlight the business goal
• How does your content support the company’s business goals?
Talk about brand exposure
• How big is the potential target audience we are focusing on?
• How do we ensure that the target group recognizes our brand while we are talking less about ourselves?
Talk about the new buying process
• Sales may get less leads, but they are better educated and easier to close
• Focusing on content marketing doesn’t mean that traditional lead gen activities end overnight
When measuring the results it…
• Is easier to know if you’re on the right track• Is easier to demonstrate value for the
business• Is easier to get rid of vanity metrics• Feels like you’re earning money for every new
piece of content you publish
Find the lowest hanging fruits and demonstrate that it pays off
• Start a pilot project • Underpromise and
overdeliver• Use the pilot as a crowbar
to get more budget• Expand by 1 market /
business line at the time
Time-out: Are we still on track?
• Strategy– Purpose– Business goals– Target audience and persona– Organization and implementation– Content distribution
• Boss is ok• We found a pilot project• We know what to measure
Juleribba-taktikken
1. Create an eBook/guide about a specific topic (din juleribba)
2. Create a gated landing page for your guide.
3. Slice the roast by creating blog posts of small parts of the guide. Include the entire guide as CTA.
4. Create and autoresponder including tips to everyone signing op for the guide. (rib-sandwich)
The mailbox tactic
1. Collect all incoming questions.2. Find out what your customers ask
about the most related to your products.
3. Create a series of blog posts / videos answering the questions.
4. Keep an eye on SEO
The Angler tactic
1. Create infographics / videos / calculators or similar.
2. Place on your own website.
3. Spend time ”fishing for links.” Ask relevant sites to use and link to your infographics.
4. The tactic also works for PR outreach.
The curator has a good taste
• Selecting and serving the best content
• Curated content pays the recognition forward – you build relations.
Action!
Please write!1. What is the most important learning
from this session?2. What is the next thing you have to
do in your content marketing efforts?
To get content marketing right you need to
• Make sure your boss understands how you content can drive business
• Have a documented content marketing strategy
• Soft launch a pilot project with just one tactic / channel