5 steps for high impact content marketing strategy
DESCRIPTION
In the past, creating keyword-heavy, quick and dirty content helped optimize web pages for search engines, but now, the web is full of noise. More importantly, your audience is getting very particular on what they consume and share. The more content you produce and publish, the more chances you get to engage your audience, but focusing only on quantity is detrimental to your brand voice. How do you build a high-impact content marketing strategy that builds your voice and visibility online with minimum time and effort? Don’t skip a beat and learn how to balance quality content with consistent posts and distribution. Key Takeaways: - Practical tips for content curation to help you carve the time out of your busy schedule - How to establish your brand as a thought leader in its field, creating credibility and building your social media follower base - How to engage your social media followers, and convert their attention into support for your company - Which tools and platforms can help you identify and share killer content in no time - How to harness the potential of social media to engage your most important supporters and allies in valuable conversationsTRANSCRIPT
@arabellatv | #leancontent
5 Steps for Building a High Impact
Content Marketing Strategy
Arabella SantiagoMarketing and Communications Director
Presented by:
@arabellatv | #leancontent
I ’m talking to
you!
I ’m looking for
you!
Problem: The Social Web is crowded.
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It’s hard to get heard!
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It’s hard to be found.
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Challenge: Achieving Visibility on the Web
You
Goal
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You
Visibility
Path: Content Strategy
Challenge: Achieving Visibility on the Web
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You
Visibility
Gateway: Engageme
nt
Path: Content Strategy
Challenge: Achieving Visibility on the Web
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Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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Engage
Tell
ReactListen
Nothing
Path: Content Strategy
@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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How can you create impact with your content marketing strategy?
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Take the “marketing” out of your
content marketing strategy
Step 1:
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A high impact content strategy
is an integral part of your core
business. Not just your marketing.
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Engagement Sweet Spot:
Company Core Values
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Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
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Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
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Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce
development
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Opportunity forpersonal branding
Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce
development
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Opportunity forpersonal branding
Engagement Sweet Spot:Key Content Topics
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce
development
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Why find the engagement sweet spot?
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Forced content is too market-y
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Exciting content “rallies the troops”
and enlists talented content producers
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Passion topics make content easier to produce and share-
worthy
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Practical tips:
Run a survey Collect the data
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Find the Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
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Produce good content
Step 2:
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Valuable to your audience
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Consistent with your message
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Dynamic: fresh and frequent
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Valuable to your audience
Consistent with your message
Dynamic: fresh and frequent
To summarize, good content is:
Valuable to your audience
Consistent with your message
Dynamic: fresh and frequent
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Very difficu
lt to cr
eate it
all!
To summarize, good content is:
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And...not everyone is a writer.
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Add content curation to your
content marketing strategy
Step 3:
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AuthorsCurators
The Old Content Cycle: One to ManyContent
Audience
AuthorEditor
Readers
Organization and Context
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AuthorsCurators
Content
Audience
AuthorsCurato
rs
Readers
The New Content Cycle: Many to Many
Organization and Context
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AuthorsCurators
Content
Audience
AuthorsCurato
rs
Readers
Necessity.
The New Content Cycle: Many to Many
Organization and Context
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AuthorsCurators
Content
Audience
AuthorsCurato
rs
Readers
The New Content Cycle: Many to Many
Organization and Context
Opportunity!
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“Every two days we create as much content as from the dawn of man up to the year 2003.” - Eric Schmidt, Google, at the 2010 Techonomy Conference
The Content Explosion
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“Someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” - Rohit Bhargava, Ogilvy
“A web superhero.” - Steve Rosenbaum, Author, Curation Nation
Content Curator
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Content Curation Case Study
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Case Study: IS Decisions
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• Information Technology Software Publisher
• Specializes in Infrastructure and Security
• 3,000 customers worldwide
Case Study: IS Decisions
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Problem: How do you get top of mind in a crowded market with multiple vendors and numerous potential customers?
Case Study: IS Decisions
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Target audience - technology professionals:
• Engineers and Specialists•CIO’s• IT Consultants
Case Study: IS Decisions
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Which topics would engage their target audience?
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IS Decisions curated topic lineup:Microsoft News Infrastructure IT Tools
Corporate News
Security
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Content Discovery
Sources:
What the team
reads: IT blogs, tech
media
Google Reader
Scoop.it suggestion
content engine
Company blog and
news
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Content Curation
Content types:
News
Product reviews
Tips and tools
Strategy
Geek stuff
Relevant multimedia:
SlideShares, videos,
infographics
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Unique Perspective
•Context •Opinion•Human touch!
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Social Sharing
+
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Results so far:
•Targeted audience of close to 40,000 visits on niche topics
•110,000 page views•46,000+ search results in Google•Lead generation, brand awareness
Read the
Story on our blog
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Generate new ideas, iterate, #leancontent
Step 4:
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What is #leancontent?
“The lean content model is about writing less, but saying more, using fast feedback loops and tools to live up to the promise that less is more.” - Martin W. Smith, Director of Marketing at Atlantic BT
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What is #leancontent?
“The lean content model is about writing less, but saying more, using fast feedback loops and tools to live up to the promise that less is more.” - Martin W. Smith, Director of Marketing at Atlantic BT
“Like lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product...Blasting out a brand message doesn’t work if the underlying claim or value proposition is bupkis.” - As reported by J.D. Lasica, Social Media Biz
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Lean Startup Model
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#leancontent principles, thus far:
• Scrappiness - high impact with minimum resources
• Validated learning with “small bets”
• Feedback loop: Build-Measure-Learn
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Practical tips:
Test ideas on appropriate curation platforms
•Entertainment content
•Pinboard
•Professional content
•Custom topic page
•Video content
•Channel
•Social media chatter
•Embeddable story
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Practical tips:
Don’t just create, SHARE your work!
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Empower your community of interests.
Step 5:
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And they will become the cheerleaders of your brand!
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Practical tips:
Host events that bring together your community
Partner with other brands that help spread your message
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Review: 5 Steps for High Impact Content Marketing Strategy
1. Take the “marketing” out of your content marketing strategy
2. Produce “good” content
3. Add content curation to your content strategy
4. Generate new ideas, iterate, #leancontent
5. Empower your community of interests
@arabellatv | #leancontent
Arabella SantiagoMarketing and
Communications Director, [email protected]
www.scoop.it@scoopit @arabellatv
Thank you! Please connect with me: