navigating the waters of content marketing
TRANSCRIPT
S I N K
NAVIGATING
NAVIGATING THE WATERS OF
CONTENT MARKETING
CONTENT MARKETING
Image by wavecamp. Retrieved from https://www.flickr.com/photos/8801941@N06/537431569/in/photolist [Flickr]
Image by María Pons. Retrieved from https://www.flickr.com/photos/40032755@N06/4800689533/in/photolist. [Flickr]
Content marketers are experiencing a
GAP between using a
and getting tactic effective results [1]
Image by Oswald Arcales. Retrieved from: https://www.flickr.com/photos/35055436@N05/3275458971/in/photolist. [Flickr]
SET SAIL.Guide to
masteringshare-worthy content share-worthy content and avoiding
for your business
rough waters
ENGAGING consumers with informative
or entertaining contentthey’ll want to use for
its own sake, rather thanpushing or interruptingthem with direct sales
or promotionalmessages
Image by Pippa Bailey. Retrieved from https://www.flickr.com/photos/55718639@N03/8024799601/in/photolist
[2]
DEFINED.Content Marketing,
moves from"I" of brand
to “you”of customer
Image by a2gemma. Retrieved from https://www.flickr.com/photos/a2gemma/1448178195/in/photolist
[2]
REDEFININGCustomer
Relationships
TRADITIONAL MARKETINGCONTENT MARKETINGvs
sells the of a project
aims to a project
idea sell[3]
OWNED MEDIA.[4]
Content Marketing is
Image by Nguyen VanDuc. Retrieved from https://www.flickr.com/photos/96332665@N06/21615741469/in/photolist [Flickr]
Content controlled by BRAND
is any communication channel or platformthat belongs to your brand that you create
and have control over[5]
OWNED MEDIA
Image by Nguyen VanDuc. https://www.flickr.com/photos/96332665@N06/21615741469/in/photolist [Flickr]Image by Sean MacEntee. Retrieved from https://www.flickr.com/photos/smemon/9894304255/in/photolist. [Flickr]
WebsiteBlog
Mobile appsBrochuresCatalogues
EXAMPLES
[6]
59% B2Bmarketers
of
are either
UNSURE or UNCLEAR on what effective or
successful content looks like [5]
HOWEVER...
AVOIDTHECONTENT
BUBBLE
Image by Dan Johansson. Retrieved from https://www.flickr.com/photos/johdan1/14138935356/in/photolist [Flickr]
we’re in DANGER of creating a situation
where the of content creators
outnumbers the marketof potential consumer
of that content
#
[2]
Image by Julie London. Retrieved fromhttps://www.flickr.com/photos/redsnail/2044685430/in/photolist [Flickr]
blog postsare written
each day
2 MILLION 30 BILLION
278,000
Facebook posts shared
each month
tweetssent
every minute
[2]
5 S's
SEARCHABLECONTENT of
SearchableShareableSupportiveSpecialist
Sustainable[2]
Image by Tommaso Cocon. Retrieved from https://www.flickr.com/photos/131139161@N03/16879206847/in/photolist [Flickr]
ALWAYS
DOCUMENT YOUR STRATEGY"Those who document their
content marketingstrategies are more likely
to consider themselveseffective, feel less
challenged by every aspectof it, and were able to
justify spending more oftheir budget on it." [7]
Image by John Rudoff. Retrieved from https://www.flickr.com/photos/johnrudoff/20028347828/sizes/z/ [Flickr]
"Red Bull is apublishing
empire that alsohappens to sell
a beverage" [8]
Red Bull content marketing EXPERT,
cuts acrossdemographics and
psychographics andworks in multiplemedia channels todistribute content.
FRAMEWORK
follow the
can you create good, sustainable content?HOW
PLANAUDIENCE
STORYCHANNELS
PROCESSCONVERSATION
MEASUREMENT
1)
6)
5)
3)
4)
2)
7)[1]
PLAN
you are you are
where you
to be
WHOWHERE
WANT
[1]
1
AUDIENCE
you are talking to
WHOWHAT
HOW
each group'spersona is
their needs mightchange
[1]
2
STORY
your company began
HOWWHAT
HOW
brought you whereyou are today
you can achievefuture success
[1]
3
CHANNELS
context your audience will viewyour content
IDENTIFY
WHAT
ALL channels
Metrics andprocesses
WHAT
[1]
4
PROCESS
will execute plans
IDENTIFY
WHOwriting styleand guidelines
time slots are most effectivefor posting
WHAT
[1]
5
CONVERSATION
to your audience LISTEN
HOW
conversations to be involved in
you will respondto them
WHICH
[1]
6
MEASUREMENT
is/isn't working WHAT
REVIEWcan you make
it work next time
all your metrics
HOW
[1]
7
Determine the
FATE
Image by Sam Burdall. Retrieved from https://www.flickr.com/photos/sjburdall/15408364830/in/photolist [Flickr]
of your future content
now it's YOUR TURN to
REFERENCES[1] "2016 Content Marketing Playbook". Content Marketing Institute. N.p., 2016. Web. 24 Oct. 2016.[2] "Brands as Publishers. Inside the Content Marketing Trend". Curve. N.p., 2016. Web. 25 Oct. 2016.[3] Godden, Leah. "A Quick And Dirty Guide To Using Content Marketing For Apps". Linked In. N.p., 2015. Web. 25 Oct. 2016.[4] Matrix, Sydneyeve. "Module 02 Lecture 02: Public Relations". 2016. Presentation.[5] Bennett, Shea. "Paid, Owned And Earned Media: What’S The Difference? [INFOGRAPHIC]". Social Times. N.p., 2014. Web. 25 Oct. 2016.[6] "Owned Media, Paid Media And Earned Media - Definitions And Examples". Revenuebuilderblog.com. N.p., 2016. Web. 25 Oct. 2016.[7] Patel, Sujan. "What Your 2016 Content Marketing Strategy Should Look Like". Forbes.com. N.p., 2016. Web. 25 Oct. 2016.[8] O'brien, James. "How Red Bull Takes Content Marketing To The Extreme". Mashable. N.p., 2016. Web. 25 Oct. 2016.