why your content marketing is failing (and how to fix it)

Download Why your Content Marketing is Failing (and how to fix it)

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  • Why Your Content Marketing is Failing

    (and how to fix it)

  • customerjourneymarketer.com

    Throughout the presentation, click the twitter icons to tweet anything you find interesting!

  • @gdaz customerjourneymarketer.com

    What is Content Marketing?

    Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of drivingprofitable customer action.

    Traditional marketing and advertising is telling the world youre a rock star.

    Content Marketing is showing the world that you are one.

    -Robert Rose, Chief Strategy Officer, CMI

    https://clicktotweet.com/N2L64http://contentmarketinginstitute.com/what-is-content-marketing/

  • @gdaz customerjourneymarketer.com

    Content is the Fuel of our Digital Marketing Engines

    Content is the Fuel to our Digital Marketing Engines.

  • @gdaz customerjourneymarketer.com

    But Not Everyone Gets the Same Mileage out of it

    41% of marketers say

    content marketing has positive ROI

  • @gdaz customerjourneymarketer.com

    B2B Marketers are Increasing Spend on Content Marketing

    And 70% are not effective?!

  • @gdaz customerjourneymarketer.com

  • @gdaz customerjourneymarketer.com

    EVERYONE FAILSAT CONTENT MARKETING.

    (some just more often than others)

  • @gdaz customerjourneymarketer.com

    Some more positive ways to look at failure

    http://ctt.ec/ap96uhttp://ctt.ec/r2R3S

  • @gdaz customerjourneymarketer.com

    Why is your Content Marketing Failing?

    not working?

    What can we learn?

  • People & Process

    Personas, Customers

    Planning & Strategy

    Production & Design

    Publishing & Promotion

    Performance& Metrics

    rePurposing& Refining

    People & Process

    7 Ps of the Content Marketing Life Cycle

    customerjourneymarketer.com

  • Personas & Customers

    Personas & Customers

    Planning & Strategy

    Production & Design

    Publishing & Promotion

    Performance& Metrics

    rePurposing& Refining

    People & Process

  • @gdaz customerjourneymarketer.com

    You Take an Inside-Out Approach

  • @gdaz customerjourneymarketer.com

    Youre not driving qualified traffic

    Target audience

  • @gdaz customerjourneymarketer.com

    Find Triple Threat Topics

    Business objectives,

    Value props

    Customer Needs

    Customer Interests Priority 1 topics

    Priority 2 topics

  • @gdaz customerjourneymarketer.com

    Your Content Sells More than it Educates

    We see 3,000-20,000 brand messages a day

    http://ctt.ec/MtcWr

  • @gdaz customerjourneymarketer.com

  • @gdaz customerjourneymarketer.com

    You pull a Trojan Horse

    Outside:Looks like free educational content (to help me)

    Inside:Selling the product/service(all about you)

  • @gdaz customerjourneymarketer.com

    Your Content Doesnt Answer Your Customers Questions

    27% of search queries

    are questions

    70% growth in how to

    searches on youtube72% of buyers turn to

    Google in the awareness stage

    research

    http://ctt.ec/8G3e4http://ctt.ec/XdgrDhttp://ctt.ec/bc6s1

  • @gdaz customerjourneymarketer.com

    What Questions are Your Customers Asking?

    http://contentmarketinginstitute.com/2016/07/content-answer-searchers-questions/

  • @gdaz customerjourneymarketer.com

    You Dont Understand Your CustomersIndividual

    Job titles

    Key responsibilities

    Motivators

    Top priorities and concerns

    Pain points

    Common objections

    Role in purchasing process

    Consumption preferences

    Terminology & language

    Organization

    Industry vertical

    Company size

    Business model

    Org structure

    Technology stack

    Geographic locations

  • @gdaz customerjourneymarketer.com

    How do customers solve the problem before they come to you?

    Manually

    Low-End Competitor

    Free Tool

    Homegrown Solution

    High-End Competitor

    Not doing anything

    Outsourcing

  • @gdaz customerjourneymarketer.com

    Identify and Capitalize on Buying Triggers

    What common events set customers off in search of a solution?

  • Planning & Strategy People

    & Process

    Personas & Customers

    Planning & Strategy

    Production & Design

    Publishing & Promotion

    Performance& Metrics

    rePurposing& Refining

    People & Process

    Random Acts of Content

  • @gdaz customerjourneymarketer.com

    You Dont Have A Documented Plan & Strategy

    READY! FIRE! AIM!

  • @gdaz customerjourneymarketer.com

    90% of the buyers journey is

    self-directed

    11.4the average number of pieces of content consumers engage

    with before making a B2B purchase

    ROAD TO ADVOCACY

    Your Content Strategy Isnt Aligned with the Customer Journey

    http://ctt.ec/f4UdUhttp://ctt.ec/d_eca

  • @gdaz customerjourneymarketer.com

    Click here to learn more about this customer journey stages model

    http://customerjourneymarketer.com/new-digital-marketing-funnel-stages/

  • @gdaz customerjourneymarketer.com

    You think Customer Journeys are Linear

    Engagement Content 1

    Education Content 2

    First they get this content then they get that, next they this

    Research Content 3

    EvaluationContent 4

    JustificationContent 5

    This does NOT work.

  • @gdaz customerjourneymarketer.comDont try to play God.

  • @gdaz customerjourneymarketer.comSmartBear Confidential and Proprietary

    ?

    Why do I have a problem?!"

    What solutions are available?What factors should I consider?

    Does this product solve my problem(s) & meet my needs/requirements?

    "Why should I choose this? How can I get my boss and team members on board?

    Hello, brand, do I like you, are you relevant to me?

    How do I get it? How difficult will it be to implement and change current process?

    Just focus on answering your customers questions at each stage

  • @gdaz customerjourneymarketer.com

    TRIAL

    Make Sure Every Piece of Content is a Door, Bridge and Ladder

    to more relevant content at same stage

    Find you and enter the funnel at any stage

    to later stages in the journey

  • @gdaz customerjourneymarketer.com

    TRIAL

    Make Sure Every Piece of Content is a Door, Bridge and Ladder

    to more relevant content at same stage

    Find you and enter the funnel at any stage

    to later stages in the journey

  • @gdaz customerjourneymarketer.com

    TRIAL

    Make Sure Every Piece of Content is a Door, Bridge and Ladder

    to more relevant content at same stage

    Find you and enter the funnel at any stage

    to later stages in the journey

  • @gdaz customerjourneymarketer.com

    Content Planning Process

    Goals & Objectives

    Themes Research

    Content Audit

    Topics FormatsTimelineBudget

    Resources

    You Didnt Define Business Objectives & Goals

    TrafficFree tool downloads

    Leads GeneratedContent Downloads

    Qualified LeadsTrials

    Trial ActivationsOpportunities

    Opportunities WonRenewals

    Upsell, Cross-sell

    Metrics

  • @gdaz customerjourneymarketer.com

    You Didnt Do Your Research

    Customer Competitive Keyword MarketPersona

    Development

    Problems/Pains

    Conversion Obstacles

    Interests

    What questions are they asking?

    Messaging

    Strengths & Weaknesses

    What topics are they talking about?

    Competitive Rankings

    Long-tail opportunities

    Existing/New keywords

    Skyscraper opportunities

    Trends in marketplace

  • @gdaz customerjourneymarketer.com

    Content Planning Process

    Goals & Objectives

    Themes Research

    Content Audit

    Topics FormatsTimelineBudget

    Resources

    You Create New Content Without Understanding What You Already Have

  • @gdaz customerjourneymarketer.com

    Content Audit: Identify Opportunities and Gaps

    Number assets / stage Types of assets / stage Performance of assets Age of content Location of content Distribution strategy Optimization, enhancement,

    and re-purposing Keyword research

  • @gdaz customerjourneymarketer.com

    Content Planning Process

    Goals & Objectives

    Themes Research

    Content Audit

    Topics FormatsTimelineBudget

    Resources

  • @gdaz customerjourneymarketer.com

    Experiment here

    500250100501

    Dont roll the dice here

    You Allocate Resources Improperly

    http://www.curata.com/blog/the-content-marketing-pyramid-how-to-generate-more-with-less/

  • Production and Design

    Quality

    Quantity

    Personas & Customers

    Planning & Strategy

    Production & Design

    Publishing & Promotion

    Performance& Metrics

    rePurposing& Refining

    People & Process

  • @gdaz customerjourneymarketer.com

    Quality Content

    Not Quality Content

    Quantity > Quality

    Santorini

  • @gdaz customerjourneymarketer.com

    Long-Form Vs Short-Form Content

    2,400+ average words for position #1 and #2 ranking content

    Your Content Doesnt Deliver