content marketing 201

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Content Marketing 201: The Content MindsetWhy Content Marketing Is More Important than Ever and What You and Your Team Can Do About It

Conversation Reminder

@NickWestergaard

Content Is Kind of Big Deal

User Generated Content!

Content Marketing 201

‣ The Content Marketing Landscape

‣ What Makes Great Content

‣ Everyone’s a Publisher (and What That Means)

‣ That’s Cool But It Won’t Work for Us

‣ Planning Your Content Strategy

1

The Content Marketing Landscape

Content Is Fire. Social Media Is Gasoline.

– Jay Baer

Photo via Flickr user DrPete

Photo via Flickr user floeshie

The Age of Interruption Is Over

“– seth godin

“You can’t interrupt or YELL your way to WINNING.”

“– eric schmidt, executive chairman, google

“EVERY TWO DAYS we create as much information as we did from the dawn of civilization to up until 2003.

A Poetic Dynamic

‣ Paid

‣ Owned

‣ Earned

‣ Media

Content by the Numbers

Over 90%of all marketers use content marketing — b2c, b2b, & non-profit sectors!

Source: Content Marketing Institute/MarketingProfs

Effectively Using? Only 44% (B2C)

Effectively Using? Only 41% (B2B)

Effectively Using? 52% (Non-Profit)

Over 50%of content marketers lack a documented content strategy — includes b2c, b2b, & non-profit sectors

Source: Content Marketing Institute/MarketingProfs

Nearly 70%of content marketers have someone to oversee content marketing — includes b2c, b2b, & non-profit sectors

Source: Content Marketing Institute/MarketingProfs

Over 41%of content marketers are producing more content than last year — includes b2c, b2b, & non-profit sectors

Source: Content Marketing Institute/MarketingProfs

B2C Marketers Use About 12 Forms

B2B Marketers Use About 13 Forms

Non-Profits Marketers Use 11 Forms

Brand Awarenesswas the top organizational goal for content in the b2c and b2b sectors while fundraising was top for non-profits

Source: Content Marketing Institute/MarketingProfs

Web Trafficwas the top form of content measurement in the b2c and b2b sectors while increased funding was top for non-profits

Source: Content Marketing Institute/MarketingProfs

Most Plan on Increasing Budgets

24%, 30%, 20%perecent of budget allocated toward content marketing efforts for b2c, b2b, and non-profit

Source: Content Marketing Institute/MarketingProfs

Writing & Designare most likely to be outsourced across all sectors — b2c, b2b, and non-profit

Source: Content Marketing Institute/MarketingProfs

Top Challenges — B2C

Top Challenges — B2B

Top Challenges — Non-Profit

Content Challenges & Pain Points

‣ Content Strategy

‣ Producing Effective & Engaging Content

‣ Producing Enough

‣ Time

‣ Budget

2

What Makes Great Content?

Why Do We Need Great Content?

Source: businessesgrow.com

1. Helpful

Photo via Flickr user gruntzooki

Helpful Content

Short-Form Help

Helping Customers in Six Seconds

Questions Are Currency

Photo via Flickr user Instant Vantage

Photo via Flickr user Anonymous Account

2. Value

Useful

Photo via Flickr user Anonymous

3. Builds Relationships

Photo via Flickr user tim parkinson

Building Relationships

4. Timely

Photo via Flickr user North Charleston

Not Always Digital But Timely

Business Centric & Customer Aware

great content is both

3

Everyone’s a Publisher (So, What Does That Mean?)

Think Like a Publisher

Photo via Flickr user Herkie

Be a Brand Journalist

Photo via Flickr user wishnu.hy

YOU Are a Media Platform

Deadlines Matter

Photo via Flickr user Droid Gingerbread

Just Push Publish

Photo via Flickr user Droid Gingerbread

4

That’s Cool. But That Won’t Work for Us.

#SadTrombone

Photo via Flickr user CarbonNYC

Channel Stuart Smalley

Photo via Flickr user evoo73

“– david b. thomas, salesforce marketing cloud

“The Bs and Cs are

ALL PEOPLE.”

Helping: B2B Edition

Enhancing Lead Gen

Source: lplegal.com/our-people

Non-Profits Too

5

Planning Your Content Strategy

The 6 Ps of Content Strategy

‣ Purpose

‣ People

‣ Preference

‣ Production

‣ Promotion

‣ Propulsion

Purpose

Photo via Flickr user paul-simpson.org

People

Photo via Flickr user Fire At Will

Preference

Photo via Flickr user Mavroudis Kostas

Production

Photo via Flickr user Illusive Photography

Promotion

Photo via Flickr user Jamiesrabbits

“– derek halpern, social triggers

“Create content 20% of the time. Spend the other 80% of your time promoting what you created.

Photo via Flickr user C!

Propulsion

Propulsion: Learn to Love the Logos

Photo via Flickr user kdonovangaddy

Make Your Content More Shareable

‣ Ask Them to Share!

‣ Provide Sharing Icons/Options — Numerous

‣ Include Tweetable Passages/Links

‣ Incentivize Sharing — Additional Content, Contest

‣ Measuring Sharing with bit.ly

Create Content Worth Sharing

bottom line: if you want your content shared

Planning the 6 Ps Helps You Plan the Work and …

Need People to Work the Plan

Photo via Flickr user otama

Biggest Mistake

Content Questions?

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard