Content Marketing Strategy Workshop

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PowerPoint PresentationContent MarketingStrategy WorkshopAugust 24, 2015 // New York CityMichael BrennerHead of Strategy, NewsCred@BrennerMichaelContent marketing company that helps brands develop and execute their strategies onlineWe were founded in 2008 and currently have about 200 employees across the US, London and DhakaGoals for Strategy WorkshopUnderstand what an effective content marketing strategy looks like Determine where your content will live. Understand important site elementsUnderstand Editorial Strategy and gain clarity on editorial mission and topicsBrainstorm content ideas Understand distribution best practicesDetermine the measures of success@BrennerMichael2Content Marketing Strategy@BrennerMichael3Just 3 Things . . .The world has changed. Most content stinks.Attract people through stories they love.@BrennerMichaelContent today must compete with pictures of babies and kittens.@BrennerMichaelAnt that can be your brand5@BrennerMichaelContent marketing trends12@BrennerMichaelWe need to stop interrupting whatpeople are interested in, and start delivering what people are interested in.@BrennerMichaelCore components the way we need to think. We need to think different. 13@BrennerMichaelWeve all asked the question, why content marketing?To set the stage, theres been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?14We tune out the noise.@BrennerMichaelAnt that can be your brand1516@BrennerMichaelThe secret to content marketing is that its not that hard. There are obstacles, but what were going to do is give you our secrets and let you know whats worked for other brands to drive a content marketing strategy.16The buyer journey is nothing more than a series of questions that must be answered.- IDC -@BrennerMichaelThe secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.17AwarenessConsiderationPreferenceOnline CommunitiesSearch EngineseBooksEmail NewslettersEditorial ArticlesWhite PapersPodcastsCase StudiesOnline VideosWebcastsVirtual Trade ShowsProduct LiteratureTrial SoftwareOnline Vendor DemosBegindecision processMakedecisionIdentify business problemEstablish requirements/ build RFPAlign IT with business objectivesExplore technology optionsResearch solutionsDetermine solution strategyAssess ROIResearch products/ vendorsBuild short list@BrennerMichaelA more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey. Awareness, were wanting to learn, get our questions answered and read thought leadership.Consideration, we want more types of content. By Preference, theres less thought leadership and learning, and more about what makes your brand different. 18@BrennerMichaelAnn Handley: Take your brand out of the story. . . . . .Make your customers the hero.Our Natural InstinctContentMarketingWhatBrandsPublishWhatCustomersWantCharity@BrennerMichaelAs a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we cant just do that because thats just charity.So the way we balance is make your customers the hero of the story. Take your brand out. How do you do that? You solve their problems at every stage of the journey.20ContentMarketingYourBrandPurposeWhatCustomersWantExercise: Why does your brand exist? What purpose does it serve?@BrennerMichaelAs a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we cant just do that because thats just charity.So the way we balance is make your customers the hero of the story. Take your brand out. How do you do that? You solve their problems at every stage of the journey.21Content 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 driving profitable customer action.-Content Marketing InstituteNot advertising or PRIt is continuous not campaign-basedCustomer-focused, not brand-focusedSeeks to answer customer questions across the buyer journeyOwned media = An asset for your business with LTV and ROIContent Marketing Defined@BrennerMichaelThe formal definition of content marketing.NOT advertising or PR importantAbout helping your customers answer those questions in the journey theyre takingOwned media its specifically content that lives on a brand owned media.22The Promise of Content Marketing:To earn your audience . . . . . . versus buying it! @BrennerMichael24Key factors to content marketing success:Documented content strategy and mission statementHave someone accountable for contentConsistently publish quality contentMap content to consumer journeyPaid DistributionFocus on Content SubscribersTrack Content Marketing ROI@BrennerMichaelNow: Give yourself a grade . . Best PracticeRYGHave a documented content strategy? Have someone managing contentContent hub maps to the consumer journeyPublishing quality, volume and varietySocial activation of contentPaid distributionFocus on Content SubscriptionsMeasurement template / ROI definedOverall:?@BrennerMichaelWhy is it important to have a documentedcontent strategy?Content Marketing Mission StatementBecome a destination for [target audience] interested in [topics]. To help them [customer value].This will help us [content marketing goals]Earn your audiences attention vs. just buying it Reach, engage and convert NEW buyersAmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.@BrennerMichaelHelp your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.28What Is Your Content Marketing Mission Statement?Become a (premier?) destination for [target audience] interested in [topics] to help them [customer value].@BrennerMichaelHelp your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.29Steps to crafting a content strategyDiscoveryDestinationBranding + DesignRoles + ResponsibilityEditorial Strategy Distribution + OptimizationMeasurementCurrent StateTarget AudienceBusiness CaseMission StatementBudgetBrandingUXPlatformWho does what?Tech PartnerAgencyStructureTopicsTypesSourcesSEOSEOPlatformsPaidOwned EarnedEmail NewsletterBusiness Case KPIsDefine reportHow often@BrennerMichael30Building the content marketing business case1. Reach early stage buyers2. Engage new buyers with your brand3. Conversions you would have never reached@BrennerMichaelCorporate websites bounce rate are down at 40% because the only people going there are those who want to be there3160-70% of marketing contentgoes completely unused.*Sirius Decisions@BrennerMichael@BrennerMichaelBehind every piece of bad content is an executive who asked for it.TWEET THIS!@BrennerMichaelConduct A Content AuditContent TypeAudience / TargetBuyer StagePrimary DestinationPerformance@BrennerMichaelNo matter where you are in your content marketing strategy, NewsCred's Strategy Services team can help ensure you're successful.Not only do we provide 24/7 global product support, but we also offer daily editorial curation and can help set your long-term strategy with customized consultations, workshops and brainstorms. Look at Content by Buyer Stage66%28%Early-Stage ContentLate-Stage ContentMiddle-Stage Content6%@BrennerMichael94% of all the content we were creating was for late and middle stages. Most of the content we made was promotionalwhy we were better. However, more people are in the early stage, so we were completely upside down.Your Business GoalsSelect one or more from the list (or add your own):Create affinity for your core products and brandsTo reach new potential buyers with unbranded searchTo retain existing customersUpsell existing customers / retentionConvert them through digital offers, paths to sale@BrennerMichael37Joe Pulizzi: Dont build your house on rented land. - Publish On Your Own Content Hub -@BrennerMichaelConsider Your Destination and Branding@BrennerMichaelIs it an on brand or off-brand strategy? Depends on your brand and goals.Timeline totally unbranded. Off-branded domain. Branding thats almost invisible.Monster you can see its completely in line with their corporate website. Logo, typography, similar structure.Pepsi pulse completely reinvented their website. Seeking to be a destination about anything about pop culture. 39Design StructureCategories across the top show visitor what space you are inImages help humanize the site and break textPublished content horizontally shows frequency (add dates and authors)Share buttons encourage social sharingMid-stage offer on rightNewsletter/subscription sign up@BrennerMichaelCategories across the top show visitor what space you are inOPEN Forum41Images are authentic and create context for the contentFirst Round Capital The Review42Author bylines show authenticity and the dates show frequencyMakeup.com / LOreal43Share buttons encourage social sharing Small Biz Ahead The Hartford44Recommended or Most Popular@BrennerMichaelCapgemini Content Loop45Heavy call-to-action + subscriptionFour Seasons Magazine46Define Content Marketing Roles and FunctionsContentMarketer / EditorStrategizes, writes,and oversees content projects to ensure brand consistency and alignment with business objectives.CommunityManagerDistributes contentacross social channels, engages online communities, and contributes to content projects.DesignerBrings content to lifethrough the user experience and rich visuals.ContributorsAny content creator-blogger, photographer, designer who contributes to your project.SEO / PaidSpecialistManages the paiddistribution of content online.AnalyticsDefines best/ worst performers, conversion optimization and measurement communications. CurationFines and re-purposes the best content from your business and from around the web. @BrennerMichaelThese are not all necessarily people, but instead responsibilities. One of my first hires was a curator. Someone who finds and repurposes the best content from around the web. Look at what your audience is interested in.SEO on the other hand, understand what kind of content you need to create.47April 27, 2015Editorial Strategy48Thinking and acting like a publisherMapping keywords to the buyer journeyThe persona filterThe importance of imageryThe impact of volume on reach and conversionWhat well cover in this section:@BrennerMichael49What Are We Going to Write About?@BrennerMichaelA lot of people jump to topics. Google trends, competitors, online properties serving needs. Thinking about topics and architecture is an important step.50How brands can become consumed with their story, not their customers.Unique Point of View Trap@BrennerMichael@BrennerMichaelThe Biggest Mistake Brands Make With Content Marketing Is Making The Content All About ThemThink and Act like a Publisher!53Thinking and acting like a publisherCreate the content your audience (actually) wantsBuild an audience, then monetize itManage content as an asset with an ROIEffective Editorial Strategy@BrennerMichaelHow do you give a pile of bricks order? What are different ways you could organize content? Consider recurring themes / series / trigger eventsLook at publishers in your space @BrennerMichaelBrainstorm55Reach, Engage and Convert the Right People.Early-stage SearchesMiddle-stageBrand SearchesSearch / Social VolumeWhat is Content Marketing?(10-3000 X)Who is the best Content Marketing provider?(2-10 X)NewsCred Content Marketing software is how awesome?@BrennerMichael@BrennerMichael@BrennerMichael@BrennerMichael@BrennerMichaelSecondaryEarlyXyzLateXyzXyzPersonaQuestions/ConcernsXyzMiddleXyzXyzKeywordsMainEarlyWhat is [your solution]LateHow much is [your solution][your solution]PersonaQuestions/Concerns[your solution]MiddleHow to succeed with [Your solution][your solution]KeywordsStageStageResearch Keywords, Then Filter By Personas@BrennerMichaelKey words appropriate61Licensed ContentCustom ContentSocial ContentUtilize the Right Mix of ContentLicensed ContentBoost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content.Custom ContentShare on-brand stories and recipes which are created specifically for your brand.Social ContentLeverage snackable content through UGC that engages your target audience.Custom ContentShare on-brand stories and recipes which are created specifically for your brand.Community ContentLeverage content from customers, employees, influencers that grows and engages your community.Licensed ContentBoost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy. Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence. Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO. Social content allows you to always stay topical and publish content that is buzzworthy and trending. Co-created content.We call this combination The Rule Of Thirds a starting point. AS youre publishgin you can optimize.. Diversifying your content strategy allows you to scale in a way 62Content Mix (Monthly Average)Custom Content20%User / Employee50%Licensed Content30%@BrennerMichaelHow To Rank For SEO? The 3 Vs (Content Mix)VolumeNumber of posts on the topicValueThe best answer on the internetVarietyText, images, video, slides@BrennerMichael64Imagery matters60,000 X the brain processes images faster than text.78% of consumers say that the quality of a product image is very important in selecting and purchasing a product94% more total views on content featuring compelling images than content without images.@BrennerMichaelResearch was backing up what I witnessed first hand. Consumers were learning to turn out the noise of conventional advertising. They preferred to speak with brands through content.Other marketers were seeing this shift too. 6566Case Study: Bloomberg uses stunning imagery to bring dry topics to lifeBig Data@BrennerMichaelTechnology@BrennerMichaelIntraday Settlement Compresses Trading Cycle@BrennerMichaelTransform Data Into A Strategic Access@BrennerMichaelIntraday Settlement Compresses Trading CycleThe Impact Of Volume On Reach and ConversionPublishers publish every day on each topic, category or themeOrganic Traffic goes up with each new article publishedDiminishing return? (see below)Optimize content budget vs. paid distribution budgetIncreasing frequency will increase Organic + Social % of Total PVsA few times a year1-2X permonth< monthly1-2X perweek1 per dayMore than 1 per dayHelp your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.73Blog Post Brainstorm75Content Amplification and Distribution76The Converged Media approachBest Practices for Distribution:EmailSocial Media (Facebook, Twitter, Pinterest, Instagram)PaidWhat well cover in this section:@BrennerMichael77Maximizing the Reach of Your ContentA converged media approach utilizes paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content. Paid Social InfluencerLeverage your ownedcontent and channelsMaximize organic buzz,social engagement, and PROrganic traffic & SEOQuickly grow youraudience & jumpstart engagementConvergedPaid Content Distribution (Outbrain, Sharethrough)@BrennerMichaelSocial networks dominate content discoverySocial media can have a real impact on your bottom line.78% of consumers said that companies social media posts impact their purchasing decision30% of buyers say that social media is very important in making their purchasing decisions@BrennerMichaelResearch was backing up what I witnessed first hand. Consumers were learning to turn out the noise of conventional advertising. They preferred to speak with brands through content.Other marketers were seeing this shift too. 80Other peoples contentYour helpful postsPromotionalBest Practices: OverallEstablish a unique voice and stick with itBe transparent and authenticGive due credit to authors and sourcesPlay to the strengths of each platform: post the content that makes the most senseMaintain a consistent cadenceRespond to fans (and haters) in a timely mannerTruly know your audienceHave variety of content: original, licensed, UGC (see below)@BrennerMichael4-1-1 Rule: 4 of your content (original, licensed, UGC, whitepaper/guide, etc.), 1 influencer post, 1 publisher postFollow and mention influencers, publishers as often as possibleMake sure your social accounts demonstrate interaction. You want to interact with who youre trying to reach. How many of your own posts youre going to share? Or sharing other peoples content and influencers.81Tactics for distributionAd networks (example: Google AdWords)Organic Social (example: LinkedIn)Paid Social (example: LinkedIn Sponsored Update)Native advertising (example: Sharethrough)SEOLead nurturing (both paid & earned) (example: newsletter)@BrennerMichaelFor example, LinkedIn is used primarily for business networking, job searches and highly-focused B2B advertising. Facebook and Instagram are more personal and consumer focused. And Twitter is an interesting hybrid with active usage by everyone from teenagers to famous athletes and actors to professionals, and companies using it to reach both consumers and businesses.82Tactics for distributionAd networks (example: Google AdWords)Organic Social (example: LinkedIn)Paid Social (example: LinkedIn Sponsored Update)Native advertising (example: Sharethrough)SEOLead nurturing (both paid & earned) (example: newsletter)@BrennerMichaelFor example, LinkedIn is used primarily for business networking, job searches and highly-focused B2B advertising. Facebook and Instagram are more personal and consumer focused. And Twitter is an interesting hybrid with active usage by everyone from teenagers to famous athletes and actors to professionals, and companies using it to reach both consumers and businesses.83Email Benefits of email newsletter distributionKeep your audience engagedFree distribution channel Provides instantaneous trackable resultsNurture and convert leads45%of NewsCreds traffic came from email@BrennerMichael85Digestible content: Top 2 posts are infographics. The BuzzFeed effect: 4 of top 10 articles had headlines with words like: "top," "best," "most. Know your audience: 35% of top 20 articles have the mention of "content marketing" or "content marketers.Stats matter: 70% of top 10 articles have numbers in the headline.Stay familiar: 25% of top 20 articles have a brand name mentioned in the headline - Ello, Vice, BuzzFeed, Nike, and Red Bull.Newsletters are Vital for Identifying Trends and Takeaways@BrennerMichaelHow do we know whats working? By constantly examining and measuring our content:This is what we learned ( and here are the takeaways):MARCUS WILL SET UP HOW WE BUILT OUR DATABASE OF CONTENT KNOWLEDGE/AMBER WILL EXPLAIN HOW WE TURNED THOSE TAKEWAYS INTO STRATEGY KNOWLEDGE. Make a plan, but that doesn't mean your work is done. Start with your customer pain points, then build your editorial calendar off of these needs. Your content strategy should be constantly evolving.Got a great piece of content? Update it and do it again! Chances are your audience will still love it - if not more.10 Reasons You Should Use Numbers In Your Headlines could have been the title of this slide.Familiarize yourself with analytics and what benchmarks are important, and track constantly! If something isn't growing fast enough you can act in real time to tweak your strategy. Keep at it: maintain a consistent cadence. Content marketing is an all-in game. 86Steps to creating an email marketing planWho will manage?What content will you include? Determine sending frequency and goalsMake a schedule@BrennerMichaelDefine your audienceIf you already have subscribers on your list, their signup method can be used to help identify them. For example, if they subscribed during the checkout process through your online store, they're customers. A collection of subscribers that found you through your website or at a public event (like fairs, trade shows, etc.), would be classified as more of a general audience.If you don't have subscribers yet, think about who is your target audience. How will you find these people, and what do you envision they'll want to read in your emails?Determine your contentThink about why this audience signed up for your emails in the first place, then focus on delivering that to them. It can be helpful to outline general content types that you might include in each email campaign. Later, as you're putting together your newsletter, you can refer to this outline to make sure you're staying on track. For instance, The Atlanta Rollergirls keep a content list:Upcoming eventsRecaps/photos from past eventsPopular posts on Facebook, Twitter, blogNews coverageDetermine sending frequency and goalsNot all sending frequencies are created equal. Decide what works best for you and your subscribers. Remember to look ahead and plan accordingly for hoildays or special events.From there, decide what youd like to get out of your email marketing. Are you looking to direct readers to your website? Help promote sales? Increase traffic at events?Make a scheduleYour email marketing schedule will depend on your industry, type of content, sending frequency, and so on. With that in mind, here is an example of how you might plan out your campaigns:Day 1: Jot down content topics, art ideas, and other basics for your upcoming newsletter.Day 2: Write out what you'd like to say about each topic, pull photos or art into a folder.Day 3: Log in to MailChimp and create your campaign. Proofread for errors and grammar. Send a few test campaigns to make sure everything is just right.Day 4: Send your campaign87Creating a Social Media Content PlanJust because you can publish to every social channel, doesnt mean you should.Find out which channels are most important for your audience and focus on 2 3 to start.@BrennerMichaelThere are dominant channels for every industry and type of product or service. What you need to know is which channels are dominant for your market and focus your organizations time and money on winning against the competition in those targeted channels.In social media, its about quality, not just quantity. Doing two or three channels really well with consistent, highly engaging content that is reaching and interacting with your target audience is what will lead to conversion and customers.89Where is your target buyer?*Buffer, Pew research 2013Cheat Sheet:@BrennerMichaelFor example, LinkedIn is used primarily for business networking, job searches and highly-focused B2B advertising. Facebook and Instagram are more personal and consumer focused. And Twitter is an interesting hybrid with active usage by everyone from teenagers to famous athletes and actors to professionals, and companies using it to reach both consumers and businesses.90Pros and ConsProsConsFacebookEveryone is on it!High competitionTwitterYounger, tech-savvy crowd who loves informationNeed to be able to keep up with cadenceLinkedInHighly-targeted. Very educated audience of business professionals (great for B2B)B2C companies need to figure outInstagramYounger audience. Hard if click-through is end-goal or text-heavy contentPinterestTKTK@BrennerMichaelI.e. Do I have a lot of video content? Do I have a lot of visual content?Facebook almost everyone there, but lots of competition. Twitter yes if interested in a younger, tech-savvy crowd. Also need to be able to keep up (highest cadence here)91Best practices across social channelsThere are dominant channels for every industry and type of product or service. What you need to know is which channels are dominant for your market and focus your organizations time and money on winning against the competition in those targeted channels.In social media, its about quality, not just quantity. Doing two or three channels really well with consistent, highly engaging content that is reaching and interacting with your target audience is what will lead to conversion and customers.92The positive feedback loop of social:Build an audience, share great content, engage on each platform. Different for each channelLet your goals dictate the decisions you make in regard to social media content93Tag brands/people where appropriateGood social media etiquetteGreat way to show influencers some loveCan be a great way to get more followers@BrennerMichaelDifferent for each channelLet your goals dictate the decisions you make in regard to social media content94Know the art of the hashtag@BrennerMichael1 hashtag is fine. 10 hashtags are not.Good way to join a conversation that MAKES SENSE95What Is the ideal cadence for each channel?FacebookTwitterLinkedInInstagramPinterestSuggested Cadence2 times per day, 5-7 days per week1 tweet per hour 2x per dayVaries (best to test). 1-2 times per day 2/3 times per weekOn the low end, try for 5 pins/day. If you have more content you can go up to 30/day (Best results from 15-30 pins/day)@BrennerMichaelDifferent for each channelLet your goals dictate the decisions you make in regard to social media content96Overwhelmed by that last slide?Dont be afraid to post the same piece of content multiple times. Use the headline onceUse a quote from the article once (or many different quotes different times!)Grab a stat from the article and share thatPre-schedule tweets but have an action plan in place for real-time.Evergreen content is your friend!Ask your writer/team to come up with multiple tweets per each article@BrennerMichaelDifferent for each channelLet your goals dictate the decisions you make in regard to social media content97Paid DistributionThousands of carrier pigeons flying over the Olympic stadium in Helsinki. They were released during the opening ceremony to convey the news of the Games to other countries. (1952)98Even great content needs a pushThe average Hollywood movie spends 50-60% of production budget on distribution.@BrennerMichael99Twitter: promoted tweets, lead generation cards, web cards, etc.Facebook: boosted posts, ad sets LinkedIn: sponsored updates, ad campaignsUnsure about what platform and what ad to use? A/B test until you get it right - companies who test are 75% more likely to show ROI for content marketing than those who fail to test their strategies. Paid SocialHelp new audiences discover your content with Outbrain or TaboolaRecommended For You! Get in front of audiences who are Already reading content about your topic on other sites but who you arent already reaching.Best choice for budget distribution @BrennerMichaelThousands of carrier pigeons flying over the Olympic stadium in Helsinki. They were released during the opening ceremony to convey the news of the Games to other countries. (1952)101MeasurementThree key metrics to measure for Brand AwarenessWebsite TrafficVisitsTime Spent on SitePages consumed per visitSocial EngagementFollowersSharesReachContent ConsumptionSubscriptionsContent Downloads@BrennerMichaelDefine Key Measures and Targets@BrennerMichaelTracking over the course of a year.104Organic and Social Traffic: The Health Of Your Program@BrennerMichaelAre we gaining traffic from organic and social. Up and to the right. 105@BrennerMichaelWhat to track and whenTrack top content / shares / topics on related sites monthly Top 50 Influencers 10 Blog Sites Terms You Need To Know 10 Predictions For What Is [Keyword]? Infographics SlideShares Videos@BrennerMichaelSocial KPI Overview: Audience size + EngagementFacebookTwitterLinkedInBrand AwarenessPage likes, page visits, impressions, reachFollowers, impressions, reach, follower/following ratioCompany page likes, page views, visitorsEngagementPost likes, comments, shares, clicks, stories createdRTs, favorites, replies, @mentions, clicks, engagement rateLikes, comments, shares, clicks, engagementLead GenerationLink clicks to form or gated page, blog subscribeLead generation card clicks, link clicks to gated page, blog subscribeLink clicks to form or gated page@BrennerMichaelScreenshot, go through on your own 108In ConclusionKey factors to content marketing success:Documented content strategy and mission statementHave someone accountable for contentConsistently publish quality contentMap content to consumer journeyBalance Paid, Owned, and Earned Media Focus on Content SubscribersTrack Content Marketing ROI@BrennerMichaelHope youre excited to create amazing content!Thank you!@BrennerMichael