Herding Cats:Corralling Content ChaosContent Marketing – Moving from Theory to PracticePresented by CMD Earned Media

#DMCcontent

@DarcieMeihoff@JulieY@CMDportland

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Definition

“A technique of creating and distributing relevant and valuable content to attract, acquire and engage clearly defined and understood target audiences – with the objective of driving profitable consumer action.”- Content Marketing Institute

CMD definition: “Purposeful Storytelling – strategic content development and programs that are designed and delivered in ways that captivate, motivate and inspire an audience to take a desired action.”

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• 60% of audiences say they follow a brand because of relevant content.

• Half said a brand could increase influence by “creating compelling content.”

• AuthorRank (the influence or authority of the person creating the content) will have a bigger impact on search.

• Brands who act like publishers have a bigger advantage.

Why Is Content Important?

“What Makes an Influencer” and “Content: The New Marketing Equation” – Altimeter Group

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Marketers Think DifferentlyInstead of …• Push• Target• Short-term sales• Mass marketing• Campaign mentality

Think …• Compel• Inspire• Long-term loyalty• Building relations• Always accessible

“No longer do we bombard or attack the market. Instead, we need to entice our customers to interact.”

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The Pitfalls

Starting in the middle

Assume we already know what’s best

Exert or relinquish too much control

Belief it will be easy

Too many players/no coaches (& vise versa)

Campaign mentality vs. ongoing effort

Missing the mark on what audiences care about/no call to action

FIVE KEYS Successful Content Marketing

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DISCOVERY

• Content audit• Brand audience personas• Market & competitive

research

• Listening/Share of conversation• Keyword identification• Experience mapping

Gap Analysis: What content you have + What your audience wants + What your

competitors are/aren’t doing = OPPORTUNITY

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PLANNING

Purposeful Publishing

• The Right Story to

• The Right Person at

• The Right Time

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EvaluationTactics

(budget & timeline)

CTAGoals & ObjectivesStrategySituation

• Create a Playbook for Content Leads

PLANNING

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PLANNING

Audience summary Voice/tone Channel purpose & guidelines SEO/keywords/link libraries Reminders/tips & tricks Policies & branding guidelines CTA Measurement considerations Access to plan for reference

• Create a Guide for Content Creators

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PLANNING

• Velocity• Priority storylines• Desired action for each piece of content – “Purposeful publishing”

• Responsibilities and tasks

• Deadlines and publishing plans

• Performance indicators

Organize & Implement

The Editorial Calendar

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Make Friends with Tools

PLANNING

Conversion management & data capture

Content optimization

Content management/ social listening

Measurement tools

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• Team Structure and Management

PLANNING

CCO

Managing Editor

Creators

Individual Contributors

Metrics & Insights Distributors(Amplifiers)

Creating Your Brand Story

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• Attention-getting• Timely• Tangible• Relatable • Authentic• Unique• Emotional• Informative/educational• Beware of business/marketing language vs.

story language

Story-Telling Best Practices

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What’s the setting (marketplace)?

What’s the reality for your brand/customers/competition?

When and where does this story take place?

Who are our heroes and allies?

What are our goals and what are we going to try to achieve?

CREATE

Act #1: Setting the SceneIntroduction/Catalyst

Your Story-Telling Arc

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What are the tension points?

What are the problems?

What are the solutions?

What role does your brand play in this drama?

CREATE

Act #2: Conflict/Drama

Your Story-Telling Arc

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What was the resolution?

What was the outcome?

What was the morale?

How did our heroes fare?

What’s next (cliffhanger)?

CREATE

Act #3: Resolution/Climax

Your Story-Telling Arc

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Telling Your Story

CREATE

Ads

Film and video

Web-site content

Sales kits/sheets

Collateral Blogs

Social media posts

Podcasts

Press releases

Articles Newsletters

E-zines

Editorial video

White papers

Email blasts Presentations

Case studies &

testimonials

Visualization tools

Search

Sponsored content

Influencer (3rd party) content

Apps

Research

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CREATE• Decision Process

Ads

Corporate film and video

Website content

Sales kits/sheets

Collateral

Blogs

Social media posts

Podcasts

Press releases

Articles

Newsletters

E-zines

Editorial video

White papers

Email blasts

Presentations

Case studies & testimonials

Visualization tools

Search

Sponsored content

Influencer (3rd party) content

Apps

Research

Factors

Strategic fit

Budget

Channel intent

ResourcesCurate vs. create

Timing

Metrics

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CREATE• Content Creation Best Practices

• Searchable• Supported• Cross-functional• Multidimensional• Purposeful

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AMPLIFY

• Determine plans and strategies• Understand roles (lead or support)• Establish how/where your story arc takes place• Layer in engagement cycle• Determine timing• Budget appropriately• Make sure your measurement engine is ready

• The Balancing Act

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April 13, 2023

Measurement

“Every metric should have an insight and action associated with it. If it doesn’t, reconsider whether you need to measure it.” – Managing Content Marketing

Answering the Big Questions:Is the content driving sales?Is the content saving costs?Is the content helping with

retention?

Set related content goals:Build or reinforce brand

awarenessIncrease lead conversion

Optimize customer serviceIncrease customer upsellCreate brand subscribers

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RESOURCES

• ContentMarketingInstitute.com• Managing Content Marketing, Robert Rose• AltimeterGroup.com/research• blog.cmdagency.com