Regional marketing

goals

Why content marketing ?

Inbound marketing is a philosophy

based on the truth that people’s

consumption habits have changed

over the past 5-10 years.

INBOUND AS A PHILOSOPHY.

Spray and pray should only be for video games

No coordinated or focused marketing

approach

All about the

Ads vs. Content

Content assets

Calgary Region as a media company

Content marketing goals

Editorial mission statement

Audience Product Outcome

Editorial mission statement To be an informational resource destination for Canadian shippers/buyers and professional services in the transportation, supply chain and logistics sector. To help them to make better decisions or provide better advice on moving products across Canada and beyond.

This will help us: • Earn audience attention vs. buying it • Reach, engage and convert new businesses

Primary goals

1. Lead generation 2. Region brand awareness 3. Subject matter experts Thought leaders

Audience and Personas

Shipper Steve

Broker Becky

Third persona?

Buyer’s Journey

PWC Business driver

Content to develop

Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)

They ask = You answer

Cost/price Problems/issues Best of Reviews

Content format

They ask = You answer

Cost/price Problems/issues Best of Reviews

Distribution and amplification

Email Influencers Calgary Region network Social (Linkedin) Native advertising

Timeline

Measurement and reporting

Primary goals

1. Lead generation 2. Region brand awareness 3. Subject matter experts Thought leaders

Content marketing measurement

Consumptions Engagement Leads Sales (Conversions)

c o n t e n t m a r k e t i n g i n s t i t u t e . c o m

Building  the  analy.cs  pyramid  

Primary  Indicators  –  these  are  what  you  report  on.    These  are  GOALS  –  and  your  progress  toward  mee9ng  those  goals.      Secondary  indicators  –  these  are  repor9ng  for  your  team.    They  are  KPI’s  that  help  inform  key  managers.    User  indicators  –  these  are  the  numbers  that  you  and  members  of  your  team  use  to  improve  your  process  over  9me.    

c o n t e n t m a r k e t i n g i n s t i t u t e . c o m

The  benefits  of  the  pyramid…  

Measuring  what’s  important  –  and  ac.onable.    Giving  decision-­‐makers  what  they  need,  and  a  clear  direc9on  on  how  they  can  help.      Frees  you  to  experiment  &  change  –  Not  repor9ng  secondary  or  user  indicators  frees  from  the  “always  up  and  to  the  right”  mentality  of  every  graph.          Frees  departmental  compe..on  –    Measure  the  content,  not  the  team.  Evolve  beyond  measuring  against  each  other  in  siloed  KPI’s    

Primary (Macro)

# of leads # of qualified leads % of converted leads % of leads to qualified leads

Secondary (Micro - KPI) % of lead source Blog and podcast: subscribers Landing pages: forms filled Website: forms filled, CTA’s clicked Email/CTA: referrals Social: referrals to website/landing pages

User (Micro – Day to Day)

Blog content: views/visits, referrals, shares Podcast: downloads Landing pages: views/visits, shares, forms filled, downloads Website: views/visits, CTA click, unique visitors, Avg. time on site, # of pages per visit,

Email: open rate, clickthroughs Social: Likes, follows, RTs, shares, etc…

User (Micro – Day to Day)

Roles and responsibilities

Content managing

editor

Content contributors

Subject matter experts

T & L working group

Lead vs. qualified lead