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Content Marketing
Content Marketing What is it?
Content marketing is the creation, publishing, and sharing of content with the aim of building brand reputation, awareness, and affinity.
Content Marketing The benefits
Generate Recruit Increase Grow
Enhance
Effective Content
Relevant
Personalized
Educational
Addresses needs and interests
Includes explicit CTAs
Demonstrates you are the solution
Types of Content
Topical Content
Evergreen Content
Topical Content
Topical content is content that ties into a moment in time and as such has a lifespan of relevancy
Around the time of ‘The Dress’ social media phenomenon, lots of brands and businesses got involved in the online conversation and created topical content that jumped on the news trend to get additional exposure
Topical Content
Topical content is content that ties into a moment in time and as such has a lifespan of relevancy
A post on the Coca Cola blog describes the company’s charity relief efforts associated with Hurricane Harvey
Creating Topical Content Identifying the steps to creating topical content
Choose General Themes
Consider Potential Outcomes
Resource Adequately
Choose general themes or events that are relevant to your audience.
Evergreen Content Evergreen content: 1
Is relevant and valuable for a prolonged period
2
Can drive more traffic and generate more leads
3
Can be repurposed into different formats
REVEAL MORE
Creating Evergreen Content Identifying the steps to creating evergreen content
Choose Timeless Topics
Promote on Social Media
Repurpose at a Later Date
The first step is choosing timeless topics. Rather than focusing on a fleeting trend or something that’s newsworthy today, you need to focus on your customer’s needs. What are they searching for all the time?
Stages of the Buyer’s Journey
Awareness Awareness
Interest
Consideration
Conversion
Retention
Let potential customers know what it is that your business is offering
Aligning Content with Buying Cycle
Awareness
Awareness
Interest
Consideration
Conversion
Retention
• • • • • • •
Images Short-form video Social ads GIFs Advertorials Templates Banner ads
Community Management An important complement to content marketing
Manage customer, product, or service issues Gain valuable insight and feedback Turn customers into loyal fans Network opportunities Drive repeat sales
Community Management An example
Content Marketing Strategy A content marketing strategy is an ever-evolving plan that determines the type of content that you’re pushing out, how they’re aligned to your business goals, who the content it intended for, and what content formats you’ll use.
Creating a Content Marketing Strategy Developing a content marketing strategy is a cyclical process.
Research
Strategize
Plan
Measure
Create and Curate
Publish
Social Listening Social listening is the method of tracking online conversation in relation to keywords, topics, or phrases to glean key insights from your target audience.
Benefits of Social Listening Social listening can help you in three key ways.
Identify Opportunities
Spot Potential Risks
Understand Brand Position
It can help you identify any opportunities or platform usage that you can leverage for your brand.
Tools for Social Listening
Competitor Analysis The value of regular competitor monitoring
Help spot content gaps for your brand
Identify innovation in platform usage
Define the content that works well for your intended audience
Negates any clash of content or ideas
Competitor Analysis What to look for
• Content development schedule • Customer feedback • Search engine rankings (and backlink analysis) • Website optimization • Social following • Tone of voice • New format adoption • New activation inspiration
Competitor Analysis Tweetdeck
Competitor Analysis TweetReach AA
B B
CC
A. Search Query B. Reach
D D
C. Exposure
EE
D. Tweet Activity E. Tweet Types F. Top Contributors
G G FF
G. Top Tweets H. Contributors I.
Tweets Timeline H H
II
Competitor Analysis Buzzsumo
Carrying out a Content Audit
Review Content Performance
Set Rolling Objectives
Implement Key Learnings
Improve and Optimize
Conducting a Content Audit 6. Social platform review 2. Establish benchmarks going forward 1. KPI and objectives review
8. Social listening
5. Website performance and UX 3. Current audience segments 4. Content inventory, forms, and types
7. Language or tone evolvement
Monthly Content Reports
Monthly content reports can help you keep on top of what’s happening in your content efforts month-on-month
Learnings Most successful content
Least successful content Key Metrics
Aligning business activities
Content Marketing Goals
There are five main types of content marketing goals.
Awareness Engagement Affinity Conversion Advocacy
Visibility of your brand in the wider content ecosystem
Aligning Content Marketing Goals to Business Goals
Consistency
Ensure consistency across brand assets, look and feel, language, and how you interact with your audience.
Timing
Consider how content marketing helps support other campaigns the business is running.
Input
Website
Speak to other members of your business and see how they may contribute ideas and inspiration.
Optimize your website content and align your SEO goals to your overall business goals.
Groove HQ Groove HQ are often cited as a great example of a business that aligned its content goals with its business goals. They ran an entire content marketing campaign with absolutely no advertising spend whatsoever.
REVEAL MORE
Buyer Persona Customer personas help you understand your customers and your prospective customers better. This makes it easier for you to tailor your content, messaging, and tone – as well as product development and services – to the specific needs, behaviors, and concerns of different groups.
Purpose of Buyer Personas Their purpose in the context of content marketing
Targeting
Format
Discovery
Writing is focused on topics of interest.
Developing Buyer Personas Important considerations to make when developing your buyer personas Objectives Objectives
Location
Job Details
Platforms
Device
Purchase Behaviors
Interests
What are they actually setting out to achieve? Why would they consider your business at that moment and time?
Examples of Buyer Personas
Jane • Single • Works hard and parties harder • Likes to treat herself • Sporty • Lives in the city • Instagrammer
Tom
Brad • • • • • • •
Living with partner Career driven Ambitious Likes fine foods Tweets a lot City liver Tablet user
• • • • • • • •
Single Just graduated Seeking first job Keen to travel Music lover Lives rural PC user Uses forums
Content Topics Use research to develop content topics
Keyword Establishment
Search Trends
Audience Insights
Content Topics Generate content topics using a variety of tools and techniques
Activities
Tools
Brainstorming Social Listening Community Engagement
Pinterest StumbleUpon RSS Feeds
Content Topics Case study: Bodyform
Content Calendars Content calendars are an essential tool for all content marketers. They allow you to map out your social media content for a period of time in the coming weeks or months.
REVEAL MORE
Elements of a Content Calendar Date and Time
Creative
Theme Copy
Platform
Creating a Content Calendar
Plan Plan for a specific moment in time.
Create Create a simple spreadsheet with column headings.
Populate Populate with as much detail as possible.
Edit Edit and amend as required.
Creating a Content Calendar Considerations to make when creating a content calendar
Business priorities, timelines and product launches
Marketing activities run by others in your business
Sponsorship activities
In-store promotions
Time of year
Elements of a Content Calendar
Considerations when designing a calendar template
Stakeholders Include key stakeholders in the development of content calendars
• Marketing Team • PR Team • Sales Team • Compliance • Legal
• Client• Graphic designers • Copy writers • Creative Team • Media • Investors • Management
Content Management Systems What are they?
A Content Management System, or CMS, is a web application designed to make it easy for non-technical users to add, edit, and manage content on a website.
Content Management Systems Benefits of using a CMS
Automation Content enhancement Cross-publishing Content creation Task assignment
Content Management Systems Types of CMS
Content Management Systems Things to consider when choosing a CMS
Dynamism How easy is it to edit content?
Intuition
Cost
How easy is it to use?
How much will it cost the business?
Content Creation What is it?
Content creation is the process of generating varying formats of collateral that serve the needs of your intended audience to help build authority, credibility, and utility between your target audience and your brand.
Content Creation Key stakeholders
Industry influencers Your online community
Third-party sources
Content Creation Your online community as a key stakeholder
•
User generated content
•
Call out to fans
•
Reward and Amplify
•
Collaboration = resonance
Content Creation Industry influencers as a key stakeholder
•
Coordinate an influencer outreach strategy to build your own industry authority
•
Use social media and social listening to pinpoint the most authoritative individuals
•
Connect with or follow them, and reach out with a personalized message
Content Creation Third-party sources as a key stakeholder
Content Formats
White Papers
Infographics
Ebooks
Blogs
Interactive Content
Videos
Articles
Templates and Checklists
Webinars
Podcasts
White Papers • A persuasive, authoritative, in-depth report on a specific topic. • Presents a problem and provides a solution. • Helps build thought leadership and credibility • Strong lead generation tool EXAMPLE
Advantages of Using a Variety of Content Types and Formats
Brand Awareness
Thought Leadership
Excitement and Advocacy
Wider Audiences
Limitations of Using a Variety of Content Types and Formats
Silent Auto-Play
Accessibility
Vertical Compliance
Excessive Data Usage
Crisis Situations
Content Segmentation Thanks to a content segmentation method called ‘dark posting’, you can determine what audiences see certain content at a certain time. This feature is currently available via Facebook and Instagram.
Benefits of Content Segmentation
Avoids Wastage Avoids wastage by making sure the content is 100% relevant to the audience who sees your content.
Avoids Irrelevant Messaging Avoids irrelevant messaging reaching the wrong audience.
Allows Tweaks Allows for tweaks in language, copy, and imagery without interfering with your master brand.
Content Creation Tools Content creation tools for eBooks and whitepapers
Content Creation Tools Content creation tools for images
Content Creation Tools Content creation tools for infographics
Content Creation Tools Content creation tools for longform video
Content Creation Tools Content creation tools for short form video
Content Creation Tools Content creation tools for native video editing
Content Creation Tools YouTube Editor
Content Creation Tools Tools to proof content
Content Creation Tools Considerations to make when choosing a tool for content creation
Functionality
Ease of Use
Resource
Frequency of Use
Content Creation Tools Best practice
•
Utility
•
Fit for platform
•
Measureable
•
Consistent
•
Aligned with goals
Content Curation Content curation is the utilizing of third-party content, relevant to your business and your industry, that helps you grow thought leadership and credibility in the field. Don’t forget to add: 1
Additional Insight
2
Your opinion
3
Context
Difference between Content Curation and Content Creation
-
Curation
• Utilizes third-party content • Addition of commentary • Lower resource investment • Limited ownership • Community input
+
Creation
Benefits of Using Curated Content
Makes Brand Appear Less Promotional
Makes Your Audience Like You More
Generates Overall Goodwill
Positions You as an Industry Leader
Makes your brand appear less promotional, and shows that you care about the wider industry in which you operate
Types of Curated Content
Aggregation Distillation Elevation Mashups Chronology
Aggregation consists of bringing together multiple relevant content pieces into one centralized location.
Content Curation Tools RSS feeds
Content Curation Tools Email alert tools
Content Curation Tools Social listening tools
Content Curation Tools Considerations
Customizable
Trusted
Cost
Defining Your Personality What is a company’s brand personality?
#1
#2
#3
How you speak to customers
The tone of voice you use
The image and style linked to your brand
Defining Your Personality The importance of defining your personality
Point of Difference
Unique Vantage Point
Resonance
Defining Your Personality An example: Old Spice
Defining Your Personality What story do you want to tell?
Functional
Emotional
Essential
• Education & Information
• Humour
• Prices
• Customer Service
• Passion
• Promotions
• Products
• Thought Leaders
• Locations
• Offers/Competitions
• Exciting
• Availability/Distribution
• Reactive • Topical
Brand Storytelling The value of a credible and authentic brand story
Brand Storytelling Authenticity case study: Kenco
Brand Storytelling An example of brand management: DKNY
Brand Storytelling An example of brand management: DKNY
Brand Storytelling Steps to creating your business story
1.
Define your personality and brand
2.
Identify your audience
3.
Map story to personas
4.
Align business objectives
Content Personalization What is it?
Content personalization is a powerful process of using different content at different stages of the buying process to be hyper-relevant to the right user at the right time.
Content Personalization The benefits
Targeted & Relevant
Higher Conversion Rate
Increased Brand Affinity
Drives Efficiency
Content Personalization How to give your content that personal touch
Leverage customer data
Measure and analyze
Target your messaging
Content Personalization An example: Vidyard
Vidyard created a super personalized campaign of bespoke video assets to drive its commitment to potential clients
Content Personalization An example: Fashion Websites
Content Platforms Matching your platform to your audience
#1
#2
#3
Content Need
Audience Ecosystem
Your Proposition and Format
Content Platforms Making sure both work together
Website
White Paper
eBook
Infographic/ Images
Blog
Interactive Content
Video
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360 Video
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Articles
Templates
Webinar
Podcast
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Content Seeding Strategically mapping out your content across the entire web
Benefits of Content Seeding
Reach Relevancy Increase Build Generate Improves
It allows your content to reach a wider audience
Distribution Channels for Content
Owned
Collaborative
Earned/Paid
Areas that you can use to seed your content
• Facebook
• Snapchat
• Twitter
• Pinterest
• Instagram
• Blog
• YouTube
• Website
Challenges of Content Seeding
Reach Reach
Relevancy
Transparency
Content
Measurement
Budget and Resource
Tight Collaboration
Reach is a really attractive metric to chase after. Be realistic about investing in content seeding and build a campaign platform that reaches your audience in the most cost-efficient way.
Seeding Curated Content
-
Summary Blog Posts
Discussing content seen in other places, top tips lists, and observations comparing and contrasting multiple similar items in your industry
+
Email Newsletters and Notifications
+
Social Posts
Content Scheduling Methods Uploading content for future publishing
-
Native Scheduling
Native scheduling is the method of publishing content using a social platform’s own upload function. Examples include Facebook Scheduling tool, Twitter’s Media Studio, and WordPress’ post scheduling.
+ Third Party Applications
Content Scheduling Tools
Hootsuite
Sprout Social
Buffer
Percolate
A great tool for starters, combining content scheduling and social listening
Benefits and Limitations of Content Scheduling
Benefits
Limitations
1
Time efficient: scheduling a large amount of content in one sitting saves time
2
Cross posting (third-party apps): some third-party tools allow scheduling of content to multiple platforms with a single click
Content Promotion Content promotion is defined as the strategic approach to getting your content seen by a wider audience than your immediate owned channels, in both the earned and paid space
Content Promotion Methods
Influencer Marketing Guest Blogging Tagging Affiliate Marketing Media Partnerships
Influencer Marketing
Media Channel An influencer is acting in place of a media channel for you to buy content through.
Content Co-Creation
Content Amplification
You work with an influencer to co-create content that is a fit for their audience, but still delivers on a business message for your brand.
You pay an influencer to help amplify the content that you’re creating through your own brand channels.
Why Users Share Content Supercharging your content with shares
Incentives
Fame
Utility
A lot of users are following the tactics that brands are implementing around being able to share content for the chance to enter a draw or enter a competition.
Content Repurposing What is it?
Content repurposing is the re-use of content that is still relevant through a different format that’s fit for purpose.
Content Repurposing Methods of repurposing
Infographic
Motion Graphic
Podcast
White Paper
Content Repurposing An example: Moz Whiteboard Fridays
Content Marketing ROI The value of content marketing
Brand Awareness
Brand Conviction
Conversions and Advocacy
Content Marketing ROI Three components to calculating ROI
#1
#2
#3
Investment in content
Performance of the content
Long tail benefits
Content Marketing ROI Cost implications of content creation
Content ownership vs licensing Internal ability External support Legalities
Content Marketing ROI Assessing content utility
• Downloads • Saves
• Customer Feedback
• • •
Plays Clicks Views
Content Marketing ROI Assessing content performance
Content recall
Clicks to point of sale
Overlaying commercial results with content activities
Content Marketing Goals Aligning content metrics to business goals
Awareness
• Reach • Impressions • Frequency
Consideration
• Clicks • Engagement • Sentiment
Sales
• Clicks to basket • Abandoned baskets • Conversions
Loyalty
• Repeat Purchase • Community Growth • Reviews
Key Metrics
Key metrics to consider in your content marketing strategy
Reach
Engagement
• Number of people who’ve seen your content • Impressions sub-metric within reach
Sentiment
Clicks and Conversions
• Native reporting
Use Metrics to Inform Your Strategy Reviewing your content
Reach Is your content reaching the right audience?
Measurement Tools Here are some tools you can use to track your key metrics
Native Reporting
Sprout Social
Buffer
Google Analytics
TweetReach
Native Reporting
Familiarize yourself with the insights panels of Twitter, Instagram, Facebook, YouTube, and LinkedIn to get the raw data from each platform as a starting point for any measurement.