5 keys to content marketing by @pstaunstrup
TRANSCRIPT
Content5 keys to
Pontus Staunstrup @PStaunstrup
Marketing
This is my presentation from Epic Content Marketing in Oslo May 19-20. I’ve added boxes like this one with clarifications where necessary
What keys?
@PStaunstrup
• Strategy • Target group analysis • Process • Distribution • Measurements
Strategy
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Why?
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• Necessary for a long-term effort • Saves time and money • Ensures efficiency
Start with a strategy
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• Purpose and goals • Target audience • Messaging • Content • Formats/Channels • Roles and process • Measurements
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A real strategy
Analysis Guidelines Activities
A working strategy is not just an analysis or setting objectives. You need to define guidelines and activities as well
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Don’t wait
This slide is from Altimeter Group. My point here is that it’s too late to create a strategy and processes at the 3rd stage. Do it from the start, even if in a very simple fashion. It gets much harder later on
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Ericsson
Setting a messaging platform is part of the strategy work. Ericsson has done a good job with their ”Networked society”
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Target group analysis
Why?
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• Their pain points - your content • Who do you want to talk to • Where to find them - channels
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Can we increase x with y?
Is it compatible?
Opex or Capex?
Often we only create content for an audience that knows almost as much as we do
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What will the board say?
Are they reliable partners?
Are we the first ones to buy this?
Will I be measured on this?
But the fact of the matter is that when the actual decision is made, no one with any real knowledge is in the room. So we need to create content that addresses other questions also
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Problem/Opportunity
Research
DecisionPurchase
Experience
Loyalty
Buyer’s journey
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Problem/Opportunity
Research
DecisionPurchase
Experience
Loyalty
Buyer’s journey
Eye-openers Peers Inspirational
Own platforms
Meetings
Delivery Service
Own platforms Loyalty programs
Search Social Paid/Earned
In-depth Cases White papers
Fact sheets Webinars Demos
Newsletters Special events
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Brath & Co Great example of creating content for an target audience not in the know: Short videos that answers very basic questions
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Mat.se
We can learn a lot from e-commerce sites based around recipes. The purchase process is very brief - find recipe, decide the number of portions, buy
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Process
Why?
@PStaunstrup
• Ensure efficient production • Re-use and re-purposing • Clear roles • Approvals
Process
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Planning
Approval Distribution
Production Quality control
Measure/ Analyze
Editorial calendar
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RACI
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Tasks Responsible Accountable Consulted Informed
Planning Content manager CMO Business areas Sales
Production Agency Content manager Product owner
Internal coms Sales KAM
PublishingSite manager
SocMedia man Newsletter editor
Content manager
PR Sales
Marketing
Internal coms Customer service
Analysis Content manager CMO Head of sales C-suite
To avoid a lengthy approval process, the RACI model can come in handy
Content pyramid
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In-depth content
Customer case
Infographics
Image
Intro-level content
Build a pyramid using content you create or already have. Tear it down by breaking up bigger content products into smaller chunks
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Projectplace
Good example of B2B content - white papers, infographics, blog posts etc
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Doctor Spin
Great example of how to re-use/re-purposing: Create a mail course with content you already have
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Distribution
Why?
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• It’s not enough to post • Optimize and develop • Think convergence • Content, not channels
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Digital content
Newsletters
Owned media (SEO)
Social media - Own
Apps
Partners
Social media - others
Paid media (native)
Forums etc
Converged media
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Paid media Owned media
Earned mediaMake sure you align efforts in
paid and earned media with what you do in owned media for better results
Convergence in practice
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Target Audience Goals
MessagePaid Earned Owned
Target Audience Goals
Message
Target Audience Goals
Message
Owned
Owned
Earned
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McDonalds
Make sure you create content for the geeks or fans. Like McDonalds Sweden’s podcast about burgers
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Vingresor
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And try to get user-generated content, like the travel agent Ving and their community ”Sunwing Parents”
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Microcontent
And micro content that can be consumed directly in e.g social media is more important than ever
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From inspiration to leads
PostNord - Great example of combining native advertising and content marketing, inviting a defined audience to your own platform
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Measurements
Why?
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• Only way to tell success • Improve and develop • Report upstairs
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You need goals to measure
Purpose Goal Measurements
Build brand Increase awareness w X Engagement w Y
Views / Time spent Social media engagement Affinity to engage with more
Increase marketing efficiency
Lower costs w X More re-use w Y Improved quality
Costs Frequency per channel Improved process time/money
Revenue Increase sales w X Improve conversion i e-shop
Proof of conversion Increase of revenue in e-shop
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You need goals to measure
Purpose Goal Measurements
Better processesFewer calls to Customer service Improved UX
Savings on Customer service Increased conversion
Improve customer experience
Impact on development Quicker information
Direct feedback Customer satisfaction survey Increased customer spend
InnovationProduct/Biz development Improved process
New revenue stream Discontinue outdated products
Content efficiency
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• Production costs • Maximize reuse • Format efficiency • Channel efficiency
Here are the keys again
@PStaunstrup
• Strategy • Target group analysis • Process • Distribution • Measurements
Three questions to start with
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• Do we really know our audience? • Does our processes ensure efficiency
and quality? • Are we measuring the right things?
