7 steps to success competing with content marketing
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7 Steps To Success Competing With Content Marketing . Fewer than a third of businesses have an optimized or an advanced approach to content marketingTRANSCRIPT
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7 Steps To Success Competing With
Content Marketing
Introduction
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Defining the intersection of brand communications and customer communications
What brand must effectively communicate. This intersection drives content marketing
strategy. What the customer wants to learn and will share. “…the [potential] customer needs evidence that
we understand their problem better than they do before they will buy, share or recommend us…”
STEP 1: Benchmark Your Current Use Of Content Marketing
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Start by reviewing your previous content marketing efforts. Fewer than a third of businesses have an optimized or an advanced approach to content marketing.
Assess how well content marketing currently works for you, review:◦ 1.1. Previous content engagement and amplification using
analytics.◦ 1.2. How you evaluate return-on-investment.◦ 1.3. How well you plan and schedule.◦ 1.4. The quality of your content assert and formats.◦ 1.5. The quality of seeding and paid content distribution.
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How has your organization embraced content marketing? ◦ 9% OPTIMISED: We invest in content marketing as needed,
have well developed capabilities and are optimizing them further◦ 20% ADVANCED: We invest in content marketing as needed
with management support, but could optimize and integrate further .
◦ 36% INCONSISTENT: We invest sufficiently in some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently.
◦ 22% BASIC USE OF CONTENT MARKETING: We make some investments in content marketing, but senior management doesn’t support further investments.
◦ 13% LIMITED USE: We make little use of content marketing and there is little senior management support.
STEP 2: Devlop A Content Marketing Strategy
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The majority of businesses doesn’t have one. Take control of your content marketing with a
defined strategy. Creating a content marketing strategy will help
you◦ 2.1. Determine where you need to invest to compete.◦ 2.2. Make the business case to invest.◦ 2.3. Set goals and link to ROI tracking using analytics.◦ 2.4 . Integrate your content marketing with business
goals.
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Companies with a clearly defined content marketing strategy or plan◦ 32.3% integrated into our marketing communication or
inbound marketing◦ Strategy◦ 11.7% defined in a separate document◦ 56.0% doing content marketing, but have no defined
strategy.
STEP 3: Understand Customer And Brand Needs Frome Content
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Use the best analytical techniques to find the intersection of business and customer needs.
We recommend using these content marketing planning techniques:◦ 3.1. Customer persona creation◦ 3.2. Customer journey mapping◦ 3.3. Content marketing matrix◦ 3.4. Editorial calenders◦ 3.5. Effective outreach analysis◦ 3.6. Using analysis for ROI/value assessment
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Rating of content marketing techniques◦ 58.2% Creating A Content Marketing Strategy◦ 41.3% Custemer/ Buyer Personas◦ 37.5% Customer Journey Mapping◦ 35.2% Editorial Calendars◦ 45.2% Content Roi/Value Assessment (Through Analytics)
STEP 4: Make The Smart Investments In Content Marketing
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Many businesses are investing more in content Marketing.
Does your level of investment allow you to be competitive?
Ensure you’re investing wisely:◦ 4.1. Content creation: Is quality and update frequency
sufficient to compete?◦ 4.2. Paid AdWords or advertising network promotion: Pay
for content to engage.◦ 4.3. Paid social distribution: The Big 5 social Networks
have many targeting opportunities.◦ 4.4. Strategy and editorial: Plan to Succeed!
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Increase Stay The Same Decrease Not Applicable
Content Creation(External Resources)
40.3% 36.5% 7.1% 16.1%
Paid Adwords Or Advertising (Network Promotion)
37.7% 37.4% 11.1% 13.8%
Paid Social Distribution (E.G. Through Social Network)
37.2% 41.2% 7.2% 14.3%
Content Promotion Through Earned Media (Social Media & Pr)
69.0% 24.3% - 4%
Content Creation (Internal-Headcount)
55.1% 37.2% - 5.8%
Strategy And Editorial 57.1% 33.7% - 6.1%
STEP 5: Select The Best Mix Of Resources
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Savvy companies use a mix of in-house and agency resource.
Choose the best mix of in-house and external agency and content resources◦ 5.1. Content strategy: In-house control important.◦ 5.2. Content creation: Paying for quality can help cut-
through.◦ 5.3. Outreach and PR: Use agency contacts and
networks.◦ 5.4. Paid promotion of content assets: Agencies may
have specialized tools and techniques.
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Mainly In-House Outsourc
e
Mixture In The
Activity
Mainly Applicabl
e
We Don’t Invest
Not
Paid Promotion Of Content Assets
36.2% 19.8% 10.9% 11.7% 21.5%
Outreach And Pr 47.5% 24.7% 10.7% 6.5% 10.6%
Content Asset Creation
57.9% 24.6% 6.8% 4% 7.0%
Content Marketing Strategy
73.3% 14.9% 3.0% 4% 5.4%
STEP 6: Create The Most Effective Content Formats
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Investigating in content customers value is the key to success.
Use the insights content matrix to select the best content by◦ 6.1. Defining audience needs using personas◦ 6.2. Plotting existing brand and competitor
content use◦ 6.3. Brainstorming new content ideas◦ 6.4. Prioritizing new content based on agreed
success criteria
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Relative cost effectiveness of different content marketing formats ◦ 52.0% Blog Posts Or Articles◦ 39.8% Email Newsletters Or Online Magazines◦ 25.5% Whitepapers Or EBooks◦ 24.8% Own Community Or Forum◦ 22.1% Infographics◦ 19.4% Branded Engagement/Viral Video◦ 18.6% Animated Explainer Video◦ 18.1% Webinars◦ 16.9% Industry Consumer Reports◦ 16.4% Competitions◦ 16.3% Apps& Engagement Tools◦ 12.8% Interactive Tools◦ 9.8% Quizzes◦ 7% Games
STEP 7: Use Analytics To Review Roi And Value
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Many don’t get value from their analytics, the leaders do.
Setup and regularly review analytics to improve results:◦ 7.1. Define the right content marketing KPIs◦ 7.2. Define goal value in analytics to calculate ROI◦ 7.3. Don’t forget qualitative feedback tools◦ 7.4. Review performance to learn and improve
Visit Blog.AffiliateVote for getting more knowledge about Use Pinalytics to Dictate Your Content
Strategy.
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