content marketing kickstarter content strategy & curation
TRANSCRIPT
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Content Marketing Kickstarter
Content Strategy & Curation
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So Why Are We All Here Today?
“Just like search was a decade ago and social was five years ago, content marketing is the next digital media revolution” • Forbes magazine
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Sharing Content Is Central To Our Online Behaviour
SOURCE: NM Incite – UK OCT 2010 – Oct 2011
23%*OF SOCIAL MEDIA MESSAGES INCLUDE LINKS TO BRANDED CONTENT
*27,000,000Pieces of content are shared each day*These figures don’t include messages about or related to content – only those that share it
THE CONVERSATION AROUND CONTET IS LIKELY A MUCH LARGER PERCENTAGE
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But There’s A Problem
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What Content Challenges Do You Face?
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Which of these storytelling types are you using?
Brand Storytell
ing
Serial
Multi-faceted
Spreadable
Immersion &
Discovery
Engagement
Coca-Cola Content 2020 Part 1 www.youtube.com/watch?v=LerdMmWjU_E Part 2 www.youtube.com/watch?v=fiwIq-8GWA8
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Content Curation Is…
…the act of discovering, gathering,
and presenting digital content that surrounds specific subject matter
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The Value Of Content Creation To Business
• Your community doesn’t have to go anywhere else
• They spend more time with you
• Improves brand identity
• You become a trusted expert
• Funnels customers or prospects towards conversion
• Improves SEO
• Curation takes less time (and money) than creation
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What Are The Main Objectives Of Content Curation?
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Developing Your Content Strategy
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Brand’s Need A Purpose
A brand’s definitive position on the unique difference it’s trying to make in the world
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Purpose Drives Nike’s Content Strategy
Purpose
To bring inspiration and innovation to
every athlete in the world
The Content Strategy
Nike will create the platform to manage your performance
Nike will motivate you and advise you
Nike will provide the platform to
connect with other athletic enthusiasts
The Idea
Nike can help people achieve
their athletic goals
The Insights
Getting fit or being successful at sport is about more than
buying the right sneakers or apparel
People need to be motivated to keep
going
People like to have feedback about their progress
People like tips and information about how to improve
The Tactics
• Apps• Web tools• Facebook pages• Community
management• Data capture
profiling• Personalization• Influencer
outreach• Blogs• Moderated
forums • Ecommerce
integration
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A content strategy is…
• a plan for creating, curating, publishing and
managing content
– that is
• findable, actionable, measurable and shareable
– delivering
• content that bridges business goals and audience
needs
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What Does Your Content Strategy Need To Address?
1. Content Audit
2. Content Value
Proposition
3. Content Resource
Assessment
4. Content Creation & Curation
5. Review & Revise, Approve
6. Publish Promote,
Participate
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The Content Marketing Matrix
Source: Smart Insights
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Content Marketing Matrix
ENTERTAININSPIRE
CONVINCEEDUCATE
AWARENESS PURCHASE
EM
OT
ION
AL
RA
TIO
NA
L
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The Content Value Proposition Canvas
CUSTOMER NEEDS
GAINS
PAINS
GAIN CREATORSPAIN RELIEF
CONTENT OFFERING
Adapted under the Creative Commons License by We Are Atmosphere Ltd (UK) from original works at http://www.businessmodelgeneration.com/canvas
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WORKSHOP: Let’s Develop Your Content Value Proposition
• Get into groups and start to fill in the right-hand side of Value Proposition Canvas by brainstorming one segment of your audience– Customer Need
• What are they trying to do?
• What problems are they are trying to solve?
• What are the needs they are trying to satisfy?
– Pains• What challenges does they face that triggers a need for your
product/service?
• How does your product/service make the pain go away?
– Gains• Describe the benefits your customer expects, desires or would
be surprised by
!
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WORKSHOP: Let’s Develop Your Content Value Proposition
• Now start to fill in the left-hand side– Content Offering
• What topics AND types of content would helps them get the job done?
• What original/owned content could you develop?
• What topics or types of content might you curate?
– Pains Relief• Describe how your content offering alleviates customer
pains
– Gain Creators• Describe how your content can create customer gains
• How would your content create benefits your customer expects, desires or would be surprised by?
!
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What Attributes Should Your Content Have?
Content
Findable
Targeted
Useful
Actionable
Measureable
Shareable
Credited
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The Curation Process
Identify pick your
topics
Follow find your sources
Organise review, filter, &
categorise
Create add value
Share publish,
promote & participate
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Delivery• Curation Tools & Platforms
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Consumer Social Curation Tools That You Can Use To Curate
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Enterprise Content Curation Tools
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Workflow
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How Do You Get Buy In For Your Curation Strategy?
• Upper-Level Management– Keeps them informed about the market
• Web/Content Team– Provides a constant stream of topic ideas and keeps them in touch with
industry developments. – Statistics on which content is popular with particular audience segments– It reduces the amount of owned content that must be produced
• Public Relations and Investor Relations– Makes it easier for the PR team to get coverage
• Sales Team– Build deeper relationship with the businesses clients and customers
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Content Curation Daily Routine
SEEK SENSE SHARE
Define topics and organise sources
Product: Writing w/links, presentation
Credit sources and answer questions
Scan more than you capture
Annotate, Archive, Apply
Feed your channels with a ready diet of content
Don’t capture unless high quality
Add value to the content to provide context
Participate in the conversation
TIME: 15 mins 2x daily TIME: 30-60 mins daily TIME: 15 mins 2x daily
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Measurement & Optimisation
| Course Title
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Content Metrics
Consumption metrics
Sharing metrics
Lead metrics
Sales metrics
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Consumption Metrics
Views
Time Spent
Action
Share
Comment
Sentiment
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• Sharing Metrics– Likes, shares, tweets, +1s, and
pins: Sharing tools typically keep track of these, also Google Analytics
– Forwards: Your email provider and Google Analytics can help you track email forwards.
– Inbound links: Your blogging software or e.g. OpenSiteExplorer
• Sales Metrics– Online sales– Offline sales: Track via unique
URLs measured by your analytics program
– Manual reporting & anecdotes– Remember: if you’re going to track
leads and sales, you have to do something trackable
• Lead Metrics– Form completions & downloads:
Through your CRM and URL tracking, how often visitors access gated content is simple to measure
– Email subscriptions: Your email provider or CRM tracks how many visitors sign up to receive your emails
– Blog subscriptions: You can measure blog subscriptions through services like Feedblitz or your CRM system
– Blog comments: A strong comment platform (like Disqus, Livefyre or one built into to your blogging software) helps here
– Conversion rate: How often do visitors who consume content become leads?
Metrics
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Curation ROI
((Return – Investment)/Investment))x100) = ROI• You collect 100
leads/month from the content
• At a 10% lead conversion rate, you’ll generate 10 new customers
• Assume a £1,000 average lifetime customer value and a 20% average profit margin
• Multiply the hours per month needed to curate the content by the hourly pay rate of the employees used to curate it
• Multiply the result by the overhead factor
• Add in related monthly costs (e.g. curation software costs)
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Go Forth And Curate…• [email protected]