Date post: | 06-May-2015 |
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Marketing |
Upload: | lauren-licata |
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GROWING YOUR BUSINESS WITH CONTENT MARKETING
I’VE JUST CRAFTED THE PERFECT TWEET!
ABOUT LAUREN LICATA
CONTENT MARKETING MANAGER, BASE CRM
@LAURENLICATA
WWW.CONTENTPROWESS.COM
THIS PRESENTATION WAS ORIGINALLY GIVEN AT THE APPLE STORE, NORTH MICHIGAN AVENUE, CHICAGO, IL
WHO IS YOUR CUSTOMER?
PETE
HOW DID YOU USED TO REACH PETE?
PAID MEDIA
HOW SHOULD YOU REACH PETE TODAY?
OWNED MEDIA
EARNED MEDIA
WHY?
HE SKIPS TV ADS WITH DVRHE UNSUBSCRIBES FROM EMAILHE DOESN’T READ DIRECT MAILHE ADDED HIMSELF TO THE NO CALL LIST
86% SKIP TV ADS WITH DVR91% UNSUBSCRIBE FROM EMAIL44% DON’T READ DIRECT MAIL200M ON THE NO CALL LIST
88% OF US INTERNET USERS AGES 14+ BROWSE OR RESEARCH PRODUCTS ONLINE
BUT HE LOVES GOOGLE!
HOW SHOULD BRANDS ADJUST FROM PUSH MARKETING (OUTBOUND) TO PULL MARKETING (INBOUND)?
CONTENT MARKETING
WHAT IS CONTENT MARKETING?
Content marketing is the process of developing and publishing branded content to acquire new customers and increase business from existing customers.
CONTENT COMES IN MANY FORMSBlogs
Ebooks
Videos
Images
Email Campaigns
Webinars
Podcasts
Case Studies
Guides/Customer Support Articles
Social Media
Paid (Sponsored Content, Ads (TV, Radio, Magazine, Social Media, Banner, etc.)
HTTP://WWW.PROGRESSIVE.COM/UNDERSTANDING-INSURANCE/ENTRIES/
2013/4/16/FLYING_FURNITURE__A/
GOOGLE TRENDS
•CONTENT 2020 PLAN
•2008 BEIJING OLYMPICS - SPONSORSHIP = 9 AD EXECUTIONS
•2012 LONDON OLYMPICS - SPONSORSHIP = 120 PIECES OF CONTENT
•WE HAVE A VOLUME CONUNDRUM!
Family-owned, pool company in Virginia grew to be one of the largest of its kind in the world (due to content marketing efforts and an incredibly popular swimming pool blog)
HOW?
BUILDING YOUR CONTENT MARKETING STRATEGY
VISIT CONTENT MARKETING INSTITUTE FOR MORE INFORMATION!
WHAT WE’RE REALLY TALKING ABOUT IS MOUSE TRAP.
1. DEFINE YOUR MARKETING PROCESS
How your customer proceeds through your sales and marketing funnel.
VisitorEngaged Visitor
Trial Account Retain/Upsell Evangelism
LEAD CUSTOMER
MEASURE THE DROP-OFF IN BETWEEN EACH STAGE
2. UNDERSTAND YOUR CUSTOMERS BUYING CYCLE
INFORMATION SEARCH
EVALUATION OF
ALTERNATIVES
POST PURCHASE
EVALUATION
PURCHASE DECISION
AWARENESS/EDUCATION
BACK TO EDUCATION
3. DEVELOP CUSTOMER PERSONAS
Personas ≠ Demographics (age/race/gender)
Figure out who you are talking to - makes writing content for them much easier!
Create a persona for each key customer.
Answer these questions: Who are they? / What is their need? / Why do they care about our company? / What is the EVP we offer them?
4. CREATE YOUR BRAND STORIES
What do you want people to know about your company/product?
What business are you really in?
Develop your brand “pillars” that all of your content will ladder up to.
EDITORIAL FOCUS ON “CUSTOMER PAIN” - THE STATUS QUO.
BUT...A NEW WAY IS COMING
EDITORIAL FOCUS ON QUESTIONING THE WAY THINGS ARE.
CHALLENGE STATUS QUO
EDITORIAL FOCUS ON HOW YOUR BRAND SOLVES YOUR CUSTOMER’S PROBLEMS.
A NEW WAY IS HERE!
5. MAP EXISTING CONTENT AGAINST ENGAGEMENT CYCLE
Helps identify gaps in your content & helps to prioritize
Take inventory for all personas
Buying Cycle Education Info Search Alternatives Decision Post-Purchase Evaluation
Marketing Cycle • Visitors • Visitors
• Leads•Leads•Visitors • Customers • Customers
Persona #1
Blog
Ebook
Video
Blog
Free template
Newsletter
Blog
Case Studies
Webinar
Customer Service/Support Articles
Blog
Customer Newsletter
Persona #2 X X X X X
6. ASSEMBLE YOUR TEAM
CCO• Owns content initiative - executes content goals• Integration of marketing and content including social media• Audience development• Budgeting & measurement
Editor(s)• Grammar/style corrections• Search engine optimization (SEO) of posts• Tagging and images• Keyword selection
Creators• Write the content (subject matter experts or freelancers)• Videographer
Designer • Interface designer (if web initiative like landing pages, mobile app)• PDFs/ Keynote presentations/ ebooks, etc.
7. DEVELOP EDITORIAL STYLE GUIDE
Content Mission/Brand Story Themes
Personas
Tone - playful, witty, professorial
Topic examples
Length & style of blog posts/ebooks etc.
Spelling/Grammar guidelines - Chicago vs. AP Manual of Style
8. DEFINE YOUR METRICS
VISITORS
UNIQUE BLOG VISITSWEBSITE VISITORS
QUALITY OF VISITORSPAGES/VISIT
BOUNCE RATE
CONVERSIONS
FREE TRIALSPAID ACCOUNTS
SUBSCRIBERSCUSTOMERS/CLIENTS
LEADSCOST/CUSTOMER
ENGAGEMENT
SOCIAL REACHBLOG COMMENTS
SM TRAFFIC
9. CREATE YOUR EDITORIAL CALENDAR
Map your brand stories to channels, dates, and specific topics.
At least 2 weeks in advance
1. Topic
2. Author (Creator)
3. Format (Keynote, Word, Video, PDF, etc.)
4. Draft Due Date
5. Publication Date
6. Publishing Location (Your Blog, SlideShare, Guest Post, etc.)
10. DEVELOP YOUR DISTRIBUTION STRATEGY
SOURCES:
CONTENT MARKETING INSTITUTEMANAGING CONTENT MARKETINGEXACT TARGETA QUICK INTRODUCTION TO CONTENT MARKETINGHUBSPOTCOPYBLOGGER
PUBLISH, LISTEN, MEASURE, REPEAT
Once everything is in motion, you can see the momentum that your content marketing machine has. It all leads to getting the cheese to where the customer can find it.
TAKEAWAYS
1. CONTENT MARKETING IS A MARATHON, NOT A SPRINT - DITCH CAMPAIGN MENTALITY
2. MARKETING TECHNIQUES CHANGE, GOOD STORIES DON’T3. CONTENT MARKETING IS JUST MARKETING - BUT WE NEED A
NAME FOR IT (FOR NOW)