the sticky, rumbling, chaotic, towering and puzzling mess (that is content marketing)
Post on 21-Oct-2014
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Content marketing is easy, in principle. In practice it's another story. Three core functions to nail down...TRANSCRIPT
THE STICKY, RUMBLING, CHAOTIC, TOWERING AND PUZZLING MESS(THAT IS CONTENT MARKETING)
CONTENT MARKETINGTHEORY = EASY
Content People
$Sales
CONTENT MARKETINGPRACTICE = HARD
CONTENT MARKETINGPRACTICE EXAMPLE: EBOOK
eBook
Landingpage
EmailFollow-up
CMS
Analytics
tagtag
tag
tagBlogposts
tag
Influenceroutreach
Guestposts
DatabaseSEO/UXSocial
SEO/UXSocial Display
ads
Linkedinads
PPC?
PersonaPositioningMessagingCampaign reportingCross-
promotionMarketing Automation
That’s for one piece of content for one audience…
ADDITIONAL CONTENTMARKETING COMPLICATIONS
Team skillsWhat can our own people do?
Agency capabilitiesWhat makes sense for which agencies to do?
InternalWho else needs to be involved?Sales? Legal? HR?
THE THREE CORE CONTENT MARKETING TASKS
Structure
Content
Promotion
THE FIRST CORE CONTENT MARKETING TASK: STRUCTURE
Structure
Establish it.Drive it.Reassess it (yearly).
STRUCTUREQUESTIONS TO ANSWER
• What are our key channels?• How will we measure our key channels?• What are we going to measure?• How will we report what we’ve measured?• What are the stages of our buyer journey?• How will we escalate our leads?• What’s the schedule for content?• Who owns the schedule? The analytics?• What are our keywords?• How will we determine success?• When will sales get a lead?
RECOMMENDED TIMINGS
One month to make
One year to drive thenreassess
LOOK FOR A RELENTLESS, DETAIL-ORIENTED ENGINEER TO RUN THIS.
In short, an astronaut (ideally, David Bowman)
Structure’s the onlything that’s onceand done.(Everything else willrequire constant effort.)
THE SECOND CORE CONTENT MARKETING TASK: CONTENT
Content
Content creationdoesn’t scale.(But the more youdo it, the quicker andeasier it gets).
EIGHT STEPS TO CONTENT CREATION
ContentStrategy
CampaignCreation
CreativeBriefing
Production
Planning
Atomisation
ImplementationPost –Op
Assessment
The success of each step depends on the success of the previous step(and nothing’s real untilit’s done and measured).
Ideally, the content team will be intimately familiar with the content marketing structure (that first task).
THE THIRD CORE CONTENT MARKETING TASK: PROMOTION
Promotion
Promotion
Content
Successful promotion rests on,and is fully integrated with,content creation
MAPPING PROMOTION TO CONTENT CREATION
Who influencesour channels?What’s hot on their agendas?
Select paidand earned mediachannels
Query forwillingness toparticipate
Contactbloggers andchannel owners
Tune contentto channels
Launch timing
Post-launchWrap-up /Thank yous
Ongoing channelsupport
MAPPING PROMOTION TO CONTENT CREATION
Promotion >> Content + Structure
Successful promotion feeds backinto better content andstructure
CONCLUSION
In practice, content marketing is an incredibly intricate and challenging business.
But, with a little organization, it doesn’t have to be painful.And it can be very rewarding.
Successful content marketing gives you:• Great SEO• Boost to traffic• Boost to conversions• Boost to sales• (just for starters…)
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