Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.
1. Create a Content Marketing Strategy Your Customers Will Love, in 7 Steps
3. Content Marketing Isnt New
4. How to keep your plants watered on vacation, circa 1910 (from U.K. cigarette company)
5. How to keep your plants watered on vacation, circa 2013 (from Lowes, via Vine video)
6. Content Creates Trust, and This Has Always Been True
7. And Trust is the Filter Through Which All Business Success Must Pass
8. Our Emphasis on Content is Whats New
9. Nearly a third of B2B marketers are spending 25% of their budget (or more) on content marketing Content Marketing Institute, 2014
10. Why? ! The Old Ways of Marketing Dont Work (like they used to)
11. Top-of-mind Awareness is Difficult and Expensive
12. Inbound Marketing is Only Half the Battle
13. Inbound marketing doesnt create demand for your products, it simply fulfills it. Nobody goes to Google and says just surprise me.
14. Content Marketing Works if it is Useful, Inspirational, Motivational.
15. if you have a documented strategy
16. 83% of B2B marketers have a content strategy, but only 35% have it documented Content Marketing Institute, 2014
17. lets fix that also, my company - Convince & Convert - creates killer content marketing strategic plans for some of the most interesting companies in the world. ! ! ConvinceAndConvert.com
18. Content Marketing Strategy in 7 Steps objectives 1 whats your one thing? 2 measurement 3 audiences 4 audience needs 5 content executions 6 content amplification 7
19. 1 Objectives
20. Why are you doing this at all?
21. Is Content Marketing going to increase awareness?
22. Is Content Marketing going to increase sales?
23. Is Content Marketing going to increase loyalty?
24. Content objectives are all over the board. Dont do that. Pick a rationale for content marketing and stick with it.
25. Remember: the goal is NOT to be good at content. ! The goal is to be good at business because of content.
26. document this: Because of content marketing, our customers will _______, our prospective customers will ________, and our business will _________.
27. 2 Whats Your One Thing?
28. Guess what? Someone has already thought of your great idea.
29. Whats special about YOU and YOUR content?
30. Its usually not your products and services
31. Your ONE THING is the soul of your company that shines through all your content marketing
32. Give yourself permission to make the story BIGGER
33. How to buy a used car infographic.from a locksmith!
34. document this: People will care about our content because of _______. Our content will inspire and motivate them because of _________.
35. 3 Measurement
36. Your objectives dictate your metrics
37. If your objective is brand awareness, you must measure that, not something else
38. The 4 Categories of Content Marketing Metrics
39. Remember: if you want to track behavior, you have to do something that is trackable
40. ! ! ! ConvinceAndConvert.com
41. Dont track everything. Track a few things that actually matter
42. document this: We will know our content is working because we will track _______, ________, and ____________.
43. 4 Audiences
44. Your objectives also dictate your audiences
45. Use personas to model your desired audiences
46. Who are they? What do they like? How do they spend their time? What influences them?
47. document this: The audiences for our content marketing are described by this persona (_______), this persona (_______), and this persona (_______).
48. 5 Audience Needs
49. What content do your audiences WANT from you? ! What is Youtility for them?
50. Youtility is marketing so useful, people would pay for it ! ! ! YoutilityBook.com (free resources)
51. Multiple sources to find audience NEEDS: ! Web analytics (popular content) Internal search data Search analytics (popular search terms) Social listening Sales/customer service Customer interviews
52. Remember: dont settle for data. ! Get real insights.
53. Organize your audience needs by persona and buying stage
54. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
55. How much content do you need?
56. Personas X Buying Stages X Questions per Stage
57. Personas (5) X Buying Stages (4) X Questions per Stage (5) = 100 pieces of content
58. Dont be afraid to pursue Cooperative Content
59. Instagram photo posted by dog lover, and noticed by NestlePurinas Beggin Strips brand
60. With permission, Beggin re-crops photo and posts to it own Instagram account
61. Beggin then re-crops again, adds watermark and headline, and posts to its Facebook page. Cooperative Content at work!
62. Employees are also a great source of Cooperative Content
63. document this: Our buying stages are_______, _______,_______ and ______. We have listed all the questions our personas need to move through each stage here: _______.
64. 6 Content Executions
65. Remember: dont do this step out of order. ! You dont have to have a blog, you have to satisfy audience needs.
66. Use personas and audience research to determine optimal content types
67. What works in content marketing varies considerably. Content Marketing Institute, 2014
68. Remember: dont rely on other peoples case studiesdo your own research
69. Remember: if you only pay attention to averages, youll always be an average marketer
70. Two main types of content executions: Bricks Feathers
71. Bricks are: ! Heavier More permanent More production value Passed along and saved Usually targeted closer to decision
72. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
73. Feathers are: ! Lighter Disposable Less production value Usually targeted at initial stages
74. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
75. This very detailed research report is a brick
76. This blog post is a feather
77. Unless personas have VERY clear content format preferences, consider atomizing content across multiple types
78. Remember: you can take your bricks and turn them into many feathers, in many places
79. The BBC now creates 15-second news stories with Instagram video. A BBC television broadcast is a brick. This is a feather.
80. Create a content planning worksheet: Date Format/Channel Author Description Persona(s) Audience Need(s) Funnel Stage Call-to-Action Measurement
81. Remember: define WHAT you want content consumers to do next !
82. Put your content strategy on a detailed calendar with views by week, month, quarter, year
83. Excel or Google docs at first, dedicated software eventually for calendaring
84. document this: For each audience need, we will create content in one or more ways, and will create a worksheet to organize content, timelines, and calls-to-action.
85. 7 Content Amplification
86. The fact that you created some content does NOT mean anyone will see it (or care about it)
87. Remember: Content is fire. ! Social media is gasoline. !
88. You must market your marketing and create a distribution plan for each piece of content
89. Amplification options: Employees social Customers social Email (internal + external) Organic search Paid search Display ads Organice social Paid social Guest posts Earned meda (PR) Offline ads
90. document this: For this piece of content, we will amplify it with ______, ______, and ______.
91. Content Marketing Strategy in 7 Steps objectives 1 whats your one thing? 2 measurement 3 audiences 4 audience needs 5 content executions 6 content amplification 7
92. Remember: your job is not to make brochures ! Your job is to tell interesting and informative stories.