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©2018 JB Media Institute LLC
How to Create and Distribute Content that
Grows Your Business
©2018 JB Media Institute LLC
Sarah Benoit
Lead Instructor & Co-founder of the JB Media Institute
Find me on social media!Facebook TwitterInstagram LinkedIn
What is “content marketing” in 2018?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. - Content Marketing Institute
Content can mean: blog posts, case studies, e-books, e-newsletters, social media, infographics, live streams, animated GIFs, photographs, videos, and more.
©2018 JB Media Institute LLC
©2018 JB Media Institute LLC
Create Content thatInspires Action
Be Real(Content Branding)
©2017 JB Media Institute LLC
Identify your digital marketing goals● Define the purpose of your content.
Emotionally connect with people● Focus on content that relates to your niche audience’s values,
feelings, stories, priorities, expectations, etc.
Create a culture of content ● Your team must agree on the importance of content. Content
must be a group effort and flow up and downstream. Roles must be defined and creativity encouraged.
©2018 JB Media Institute LLC
“Good marketers see consumers as complete human
beings with all the dimensions real people have.”
- Jonah Sachs
Author of Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future
Listen Carefully(Content Research and
Strategy)
©2018 JB Media Institute LLC
5 Listening Tips
1. Read and respond to all comments and reviews.
2. Pay attention to your competition.
3. Research hashtags and keywords. Learn how people search for and discuss things.
©2018 JB Media Institute LLC
5 Listening Tips4. Analyze your tracking data to identify what content has worked in the past.
5. Brainstorm content ideas that answer questions, solve problems, and contribute to people’s lives.
©2018 JB Media Institute LLC
“Listening is not understanding the
words of the question asked, listening is
understanding why the question was asked in
the first place.”- Simon Sinek Read Simon’s Blog “How to Listen”
Understand the Journey(Content Development)
©2018 JB Media Institute LLC
You have many touch points with people before they complete an important action (i.e. purchase a product, attend an event,
sign up for a newsletter, etc.)
What paths do different customers take to connect with your business or organization?
How do you engage and walk this path with them?
©2018 JB Media Institute LLC
Create content that is informational and transactional.
During the customer journey when do people most need access to content that is useful, educational,
entertaining, inspiring, etc?
Think Multimedia
©2018 JB Media Institute LLC
Don’t be afraid to try new things!
★ Live streams★ Videos content★ Slideshows/carousels★ Stories★ Blogs/Vlogs★ Boomerangs★ Collages★ Groups★ Articles
What do the people want
or need?
Content Banks
©2018 JB Media Institute LLC
Have a place online (i.e. Google Drive, DropBox, Slack, Asana, Basecamp) where you can store content ideas like links, graphics, photos, videos, events, etc.
Why? It makes it as easy as possible for other people to contribute and makes repurposing content across channels simple.
©2018 JB Media Institute LLC
Content Calendars
Outline at least 2 weeks of content in advance.
Why? This allows you to make some time for real time content and engaging.
©2018 JB Media Institute LLC
Purpose and Goals
Content should exist for a reason and drive people to take an action.
Landing Pages
©2018 JB Media Institute LLC
When people click to a page on your website they must find clear calls to action so they convert.
Anatomy of an Successful Landing page
★ Headline and sub-headline★ Call to action★ Graphic, image, or video that gets and keeps attention★ Testimonials/Reviews/Accolades★ Benefit list/Offers/Incentives
Conversions
©2018 JB Media Institute LLC
Followers - Fans - Searchers - Readers - Subscribers - Viewers
People who Engage
People who Convert
The number of people that convert is only a small percentage of your total audience.
If you have a 5% conversion rate you need to grow the network so that 5% is a larger number over time.
Avoid the “Me, Me, Me” Approach
©2018 JB Media Institute LLC
Only 30 - 50% of your content should be promotional.
The rest should shine the spotlight on others or simply share your brand’s values and personality.
Make time for posting and participation.Don’t just post your own content. Comment, react, and share. Be a part of the community.
#d2cc2d
Homework
1. Map different customer journeys and put customer experience first.
2. Create a Content Calendar.3. Start a Content Bank. 4. Connect calls to action on your website and social
media with your business goals and desired conversions.
5. Think beyond text and photos. Create unique and different types of media.
©2018 JB Media Institute LLC
“Measure your customer journey,
not just your conversion path.”
- Rand Fishkin
Watch Rand’s Whiteboard Friday on Why the Customer Journey Matters as much as Conversion
©2018 JB Media Institute LLC
Distribute and Promote Content that Motivates People
Provide Clear Value(Content Distribution)
Algorithms
©2018 JB Media Institute LLC
Getting to the top of social news feeds and search engines is the key to increased brand recognition and growth of your bottom line.
Algorithms are run by artificial intelligence that learns from people’s behaviors and caters to them based on that behavior.
Google studies “Micro-Moments” The I want-to-know, I want-to-go, I want-to-do, and I
want-to-buy moments.
Engagement Wins
©2018 JB Media Institute LLC
Conversations, reactions, activity, and conversions all prove the value of your content.
The more proof there is that people want your content the more exposure it will get in search engines and news feeds.
Do people think/believe/feel your content is worthwhile?
Website Usability
©2018 JB Media Institute LLC
Once you have driven people to your website they must complete calls to action.
● If they don’t do anything, your website will not gain authority and credibility with the search engines.
● If they do not covert you will not increase your bottom line.
Leverage Partnerships
©2018 JB Media Institute LLC
Join forces with partners, influencers, and other businesses or organizations in your community that have active, engaged networks.
★ Link to each other’s websites ★ Tag each other’s accounts on social media ★ Share each other’s content on social, in blogs, and via email★ Comment on each other’s content ★ Campaign together with clear objectives ★ Run co-op ads
Social Advertising
©2018 JB Media Institute LLC
Get to know your ad managers.
● Before you boost a post, promote a tweet, or promote a pin learn how the ad manager works.
● Build and save qualified audiences. ● Target people with specific demographics, behaviors,
likes, and dislikes.
This will make your social advertising more effective.
Social Advertising
©2018 JB Media Institute LLC
Use website tracking and remarketing codes.
● Facebook Pixel● Pinterest Rich Pins ● Twitter Cards
This will make your social content and ads more effective.
Facebook Advertising Tips
©2018 JB Media Institute LLC
● If you have 1000+ customer emails you can upload your email list to create a Custom Audience in the Facebook Ad Manager and target people who already love and support your brand.
● Use Custom Audiences to create “Lookalike Audiences” or groups of people with similar demographics and behaviors of existing customers.
● Use Facebook’s Split Testing to compare ad content or audience performance.
Analyze your Insights and Analytics.
©2018 JB Media Institute LLC
Take a look at your current tracking data to see what people are relating to most.
★ Reach/Impressions - the number of people who see your content★ Engagement/Engagement Rate - the number of likes, comments,
shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate.
★ Posts/content performance - content engagement and reach stats ★ Network growth - new likes, followers, fans, pins, etc.★ Website traffic/conversions - website visitors and conversions from
social networks (requires Google Analytics and Goals)
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Homework
1. Get opinions from trusted people about how easy to us your website is.
2. Think about how you can make your calls to action clearer online.
3. Make a list of partners and influencers you want to work with that are active online.
4. Start creating intentional ad campaigns.5. Set a time to review tracking data to quantify your
success.
©2018 JB Media Institute LLC
“Give, give, give, ask.”- Gary Vaynerchuk
Read Gary’s Blog Giving without Expectation
#d2cc2d
ResourcesJB Media Institute
Free Learning● Free Monthly Webinar: Our next Digital Drop-in is March 7th● Free Digital Marketing Toolkit
Online Learning ● Introduction to Content Marketing Course: 50% off through March
15th, use the code prospering2018 ● JB Media Institute Online: Next cohort begins April 3rd
In-person Learning● JB Media Half-Day Bootcamp: April 10th for more info contact Sarah
at sarah@jbmediagroupllc.com. ● JB Media Institute In-Person Program: Classes start May 8th
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Resources
Content Marketing
● Content Marketing Institute ● Moz.com ● WordStream (B2B Content Marketing)● Marketo.com● Neil Patel
#d2cc2d
ResourcesDigital Marketing● Ahrefs.com
● Moz.com
● Search Engine Journal
● Search Engine Land
● Social Media Today
● Buffer.com
● Hootsuite.com
● Sprout Social
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