5 keys to content marketing by @pstaunstrup

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?

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• 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?

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• 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?

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@PStaunstrup

Staunstrup

www.staunstrup.se

pontus@staunstrup.seStaunstrup

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