content marketing ideas! how to find the best stories to tell your customers
Post on 21-Jan-2017
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#CMF16 @leeodden
ContentistheKingdom!
InsightsInformTopics
CreateanEditorialCalendar
CreateContent:Text,Visual,Audio
OpFmizeContentforSearch
PromoteContentThroughSocial
PayforTraffic:Search,Social,SyndicaFon
MonitorWebAnalyFcsReportPerformance
ResearchCustomers&DevelopPersonas
PredicFveAnalyFcs
MaptoBuyingCycle
Curate,Co-Create
Personalize&Integrate
ContentPROutreach
AcFvateInfluencers
MarkeFngAutomaFonNurturesOpFmizeCRO–ROI
#CMF16 @leeodden
contentmarkeFnginsFtutecontentmarkeFngcontentmarkeFnginsFtutecontentmarkeFngworldcontentmarkeFngstrategycontentmarkeFngexamplescontentmarkeFngdefiniFoncontentmarkeFngagencycontentmarkeFngjobscontentmarkeFngconferencecontentmarkeFngtoolscontentmarkeFngworldcontentmarkeFngstrategycontentmarkeFngexamplescontentmarkeFngdefiniFoncontentmarkeFngagencycontentmarkeFngjobscontentmarkeFngconferencecontentmarkeFngtools
contentmarkeFngplancontentmarkeFngagencycontentmarkeFngawardscontentmarkeFngassociaFoncontentmarkeFnganalyFcscontentmarkeFngandseocontentmarkeFngsocialmediacontentmarkeFngarFclescontentmarkeFngautomaFoncontentmarkeFngacademycontentmarkeFngauditcontentmarkeFngblogscontentmarkeFngbestpracFcescontentmarkeFngbookscontentmarkeFngblueprintcontentmarkeFngb2bcontentmarkeFngbudgetcontentmarkeFngbasicscontentmarkeFngbenefits
contentmarkeFngbrandscontentmarkeFngconferencecontentmarkeFngcompaniescontentmarkeFngconferencescontentmarkeFngcalendarcontentmarkeFngtemplatecontentmarkeFngcerFficaFoncontentmarkeFngcasestudiescontentmarkeFngcampaigncontentmarkeFngconsultantcontentmarkeFngchannelscontentmarkeFngdefiniFoncontentmarkeFngdefinedcontentmarkeFngdirectorcontentmarkeFngdegreecontentmarkeFngdistribuFoncontentmarkeFngjobdescripFoncontentmarkeFngdatacontentmarkeFngdicFonary
ContentDemandsCanBeOverwhelming!
Photo:Shu/erstock
Weneedanew,originalblogpost
everyday.Canyougetonthat?
Canyoucreate2newebooks,12socialmessageseachandaninfographic?
Bytomorrow?
Weneedanewcontentplanwithpersonasfor6customersegmentseachbrokenoutbya4stagebuyingcycle.
Oh,andcouldyoudothatforeachEMEA,NAandAPAC?
Image:Shu/erstock
#CMF16 @leeodden
BetheBestAnswerBrand Narrative Customer Focus
USP
USP
USP USP
USP
USP SEO/SEM
Social Networks
Content Marketing Industry Media & News
Advertising Create Signals of Credibility Wherever Your Customers Are
Influencers
Photo:Shu/erstock
#CMF16 @leeodden
ContentAccountabilityFormula
SearchKeywordsSocialTopicsAdverFsingPublicaFonsEventsWordofMouth
Text,Images,Audio,VideoMobile,Tablet,ComputerFormal,Funny,Long,Short
SocialShareEngageSubscribeRegisterInquireBuy
Attract Engage Convert
#CMF16 @leeodden
CustomerPersona
BuyingCycle Keywords SocialTopics ContentType
Awareness broad trends blog,webinar,social
Interest category invesFgaFve video,whitepaper
Considera0on comparison demos featurecomparison,reviews,casestudy
Purchase transacFonal referrals buyerguide
Reten0on Fps bestpracFces FAQ,howto,support
Advocacy supporFng parFcipaFon buyercommunity
Buyer–“Stan”• PainPoints• Goals• Interests• TriggerstoBuy
BalanceTopicDemand/RelevancewithBuyerStagetoInformContentTopics
BuyerInsights>Keyword&TopicResearch>ContentCrea0on&Op0miza0on
#CMF16 @leeodden
BuyingCycleQuesFons=GoldmineofTopics
Whatisit?
Howdoesitwork? Howdoesitcompare?
HowdoIstart?
Awareness
Interest ConsideraFon
AcFon
760,500“whatis”
200,000“howto”140,000“compareor
compared”
38,000“howtostart”
#CMF16 @leeodden
WhatQuesFonsCanYouAnswer?
BuyingStage Ques0onstoAnswer ContentTypes
Awareness Whatisit? Media,Blog,Social
Interest Howdoesitsolve? Newsle/er,Demo
Considera0on Whichisthebest? Reviews,CaseStudy
Purchase WheredoIbuy? WebsiteBuyerPersona• PainPoints• Goals• Interests• TriggerstoBuy
#CMF16 @leeodden
30ArFcles:1,200WordsEachCentralIndex
StructuredFormatPosts:Pros,Cons,Examples
BestPracFces
#CMF16 @leeodden
3.UseDatatoInformTopicsDataSources:SEO,Social,WebAnalyFcs,InquiryForms,Surveys,3rdPartyData
#CMF16 @leeodden
InsightsfromInteracFons
GetInsightsFromConversa0ons:ü Salesü CustomerServiceü ProductMarkeFngMangersü Customersü Prospectsü IndustryMedia&Influencers
GetInsightsFromContactForms
#CMF16 @leeodden
FirsthandData:TrelleborgMarineSystems
CAMPAIGN• Workshops:Informed
buyerprofilesbysegment• Mappedbuyerjourneys• MessageFmelinesperprofile• 3contentassetstoengagebuyers
atdifferentstages
RESULTS54%Increase,emailconversionrate27%Increaseinsalesordervalue43%Moreleadsgenerated
Source:RaganContentMarkeFngAwards.Agency:SteinIAS
#CMF16 @leeodden
Content Planning Audits Program
Implementation Attraction & Promotion
Performance Optimization
TopRankMarketing.com
Customer Segments Inform Personas
Map Topics/Keywords to Buying Cycle
Influencer Research & Mapping
Optimized Content Plan (New): Site, Blog, Social Profiles & Networks
Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)
Content Amplification
Social Profile Alignment: Messaging, Keywords
Social Media Influencer Outreach
Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr
Blog Optimization: Search, Social Shares
Social Network Engagement
Social Channel Promotions
SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results
Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation
Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links
Keyword Audit, Difficulty & Glossary
Content & Digital Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal and External Influencer Advocates
Keyword Mapping to Content
Content Creation, Influencer Co-Creation, Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links
External Link Signal: Acquisition, Reclamation, Disavowal
Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs
Identify Program Objectives
Research Market, Competition, Current Situation
Develop Integrated Marketing Strategy
Define Target Audience Segments
Research Audience Goals, Pain, Triggers
Research Topics, Keywords, Messaging Themes
Research & Strategy
h/p://tprk.us/opFmizedwf
#CMF16 @leeodden
Takeaways
Context
Relevance
Personalize
Inspire
Considerthesitua0onfromyourcustomer’spointofview.Empathywithcustomersisyourmostpowerfultool.
Customersdon’tcareaboutyourbrand,productsorservices.Theycareaboutsolvingtheirownproblems–usedatainsight!
Createmeaningfulcontentexperiencesspecifictoyourcustomers:segments>personas>stage/situa0on.
Contentshouldinform,entertainandcreatean0cipa0onforwhat’snext–allwhileleadingbuyersthroughthesalescycle.
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