10 practical content marketing techniques
TRANSCRIPT
Plan, manage, optimise!Improving content marketing in 2014
Dave ChaffeyCEO and Publisher SmartInsights.com Marketing Advice
Ten approaches to planning and managing content marketing using examples of the most engaging campaigns
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About Dave ChaffeyAbout Dave Chaffey
• A professional trainer in E-marketing since 1997
• Author of 5 bestselling marketing books now in their 4th and 5th edition
• Manages SmartInsights.com a marketing advice site with paid members in over 50 countries
• Insights Director at agency ClickThrough Marketing
Content Marketing Toolkit
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How sophisticated isyour content marketing?
VOTE!
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Technique 1:Create an INTEGRATED content hub
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Audience use of digital and social
media > Personas
Commercial goals >
Customer engagement
> OVP> Marketing Mix
BrandedContent
Marketing Strategy
IntegratedMarketing
CommunicationsStrategy
IntegratedDigital platform tactics and tools
Inc Social Media
OVP = Online Value Proposition= Brand Adding Value to Audience
= Brand Positioning Help me do my job / live my life
Help me develop / learn Help Make me look good
Help Entertain Me! Help me Select and Use Products
MAKE YOUR SITES A DESTINATION
http://bit.ly/smartovp
Hub defines your brand experience
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Technique 2. Create marketing personas
Smart Insights: Customer Persona Toolkit
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Define the content sweet spot
AlfredJansen Communications
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Persona mental modelto content model mapping
What is this thing?
• Is it a web service?
• How different from desktop software?
What can I do with it?
• Anything new?
• How does it work?
Do I need this ?
• Why upgrade?
• What can I do that’s new?
What else do I need?
• System requirements
Convinceme!
• Who is it for?
• Who is using it? (People like me?)
• Can I try it?
Reassureme!
• Can I revert?
• Are my personal details and data safe
OK what’s it gonna
cost?• How does
it compare?
• How can I save?
• Do I pay more for subscription?
Men
tal m
od
elC
on
ten
t mo
del
• +System rqmts
• Features and benefits list or matrix. FAQ. Compare?
• Demo / trial • Demo or trial
• Case studies
• Testimonials
• Guarantee
• Offers/deals• Product visuals
• Security info• Bonus add-ons
For an Event:Functional questions:• What? Scope of event? Why is it better
than others?• When? Date, registration• How? Will I benefit – Value PropositionWhat’s next? How do I register?• Value questions:• Who? Who are the speakers?/Exhibitors• How will this site/event help me with my career?• How will this site/event help me with my job?
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Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires
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The problem with blogging…You need “Cornerstone content” for SEO
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More what we’re looking for!
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Technique 3. Structured evaluation of relevant content
Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority and
Thought Leadership Individual pain
points? Repurposeability Risk/reward
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VOTE!
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Supporting prospects on a journey
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Explainer videos: B2C and B2B
Animated Explainer videos
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or… Reasons to Care and Share
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Build in reasons to share + add
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Technique 4. Themeon editorial calendar
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Requires annual/monthly/weekly/daily
editorial planning…
Smart Insights: Editorial calendar spreadsheet
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Technique: Create themed campaigns
You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.
You now have a coveted secret. A content marketing secret.
What secret for achieving success with content marketing will you share? The content marketing world depends on it!
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1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions
43k ebook views - 6 days1k+ PDF downloads5k views interviews500+ social shares100+ inbound links
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Social NetworksDirect social messagesEmail BlogSearch
PDFSlideshareLong form interviewsSingle images
ContributeDownloadSubscribeShareAttend Conference
Example: Discover – Consume - Act
All Content & Promotions Consider: “Findability” “Engagement” “Shareability”
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One Clever Question
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Technique 5 Curate!
1. Infographics2. Zeitgeist
3. News4. Stats
5. Trends6. Quotes
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Technique 6. Repurpose
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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
Technique 7. Build in mobile support
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Technique 8. Use Paid distribution
Effectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
Example: Review effectiveness for your sector
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LinkedIn example
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Trend 9. Scaling influencer and partner outreach – tools and process
http://bit.ly/smartoutreach
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Influencer outreach – key questions…
Do we invest enough time in this? Who is responsible for this? What is our process for influencer marketing? How do we segment influencers? How do contact priority influencers? How do we measure success? How do we scale this? Tools to manage?
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http://tprk.us/ukomblogs13
Co-Created Content - Lists
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Technique 10 : Evaluate andCommunicate effectiveness
Source: Michael Brenner But revenue per visit missing!
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Tip – Use GWT to prove SEO effectiveness
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Let’s Connect! Questions & discussion welcome
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