contently london salon: 5 steps to building a content marketing powerhouse

elevator

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Stories are powerful

Storytelling Marketing

Storytelling Marketing

Technology

Shouting into the hurricane.

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Content that works.

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Five Steps To Building A Content Marketing

Program That Actually Works

A CRASH COURSE:

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contently.com/resources

1.Evangelizing A Content

Program

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Humble Beginnings

“Why the heck would anyone want to read a blog from me?”

- Bill Marriott, 76-years-old

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Marriott’s Publishing Empire

• 65-employee content studio• “The Navigator Live” TV• “Year of Surprises” short film

series• a personalized online travel

magazine;• In-room Oculus Rift “city tours”

Building Consensus

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How to Succeed in Business, Without Really Trying

z

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The sky is falling

For traditional advertising, the audience is fleeing the scene• .1% Average CTR for banner ads• .04% Average CTR for 468X60 ads• .35% Average CTR for mobile ads• 16% Year-over-year increase in cord cutting• 2.9% Planning to cut cable this year• 1/3 Of millennials claim the watch no broadcast TV

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Content to the rescue

The stampede towards content marketing is impossible to ignore.

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Feed the beast: Social

“Content marketing is the atomic particle of all the rest of a brand’s marketing campaigns.”

—Rebecca Lieb, Altimeter Group

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The Payoff

The dividends in content go far beyond marketing.• sales• employee advocacy• customer service• audience engagement• thought leadership• hiring

When?Figuring out if content marketing is right for your business.

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Setting Goals

• Brand Awareness• Lead Generation/Lead Nurturing• Sales/Conversions• Retention/Loyalty

How?The road ahead

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Planning

• Internal Audit, External Audit, and Audience Identification

• Content Execution Plan

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What’s at Stake?

“The entire ecosystem is competing for attention from everybody else.”

- Steve Rubel, Edelman

2.Strategy &Roadmap

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Content that works.

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Content that helps.

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Content that inspires.

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Content that makes you look good to your

friends.

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Quality content(in the eyes of your

audience)

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Identify Your Audience

• Simplify: Primary and Secondary audiences• Level of expertise, demographics, etc.• Gap Analysis

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GE Reports’ Audience• Primary: Engineers• Secondary: Shareholders

WIRED

PopSci

Gizmodo

NYTimes Science

Gadge

tsCom

putin

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rtEne

rgyGree

nStar

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Brain

Indus

trial

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Key Principles

• Content first, marketing second.• Don’t build a house on land you don’t own.• Rely on your brand’s expertise and assets

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The C.E.O. Framework

Interests& values

Company &customers

Products &services

STORY MATRIX

Timely Seasonal EvergreenInterests& values

Company &customers

Products &services

STORY MATRIX

Timely Seasonal EvergreenInterests& values

Company &customers

Products &services

STORY MATRIX

Timely Seasonal EvergreenInterests& values

Company &customers

Products &services

STORY MATRIX

Timely Seasonal EvergreenInterests& values

Company &customers

Products &services

STORY MATRIX

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Timely Seasonal EvergreenInterests& values

Company &customers

Products &services

STORY MATRIX

3.Staffing & Launching

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Compounding Effect

• 2MM monthly visitors• 70% or 1.4MM more than 1

month old

“That entire team could stop blogging for a whole month and still see 70% of the expected results — zero work needed.”

- Jay Acunzo

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Compounding Effect

All of this relies on publishing extraordinary content, week in, week out (or day in, day out).

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1. Voice and Mission2. Formats and Topics3. Calendar4. Staff5. Workflow

Execution Steps

1. Voice and Mission

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A great mission statement speaks not only to your content plan and goals, but also captures

who you are as a brand and as a publisher.

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Voice = Personality

• Tone • Topics • Jokes

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Voice = Personality

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Codify It

• Audience (“Protect the audience from the dark shadow of marketing”)

• Voice• Reason you’re doing this• Business objectives

Everything you do next, is set in the foundation of the mission statement.

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2. Formats and Topics

What kind of content are you going to make?

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Formats

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Topics

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What to Publish?

1. Listen to the data — Demand v Supply2. Create3. Engage4. Optimize

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3. The Editorial Calendar

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A clear picture of…

• Types of stories you’ll publish• When and how much of each• When to begin work• Who you need to hire

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In the details

Each assignment should identify:• Author• Deadline(s)• Publish Date• Intended audience segment or

funnel stage

• Format/Type• Topic• URL (After publication)• Target keywords, tags,

miscellaneous data

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4. Staff

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In the details

Staffvs

Freelance

Full-timevs

part-time

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675. Workflow

4.Engaging & Building An

Audience

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The Content Strategist

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The Content StrategistWhen we doubleddown on emailWhen we doubled

down on social

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SOCIAL CHANNELS

SOCIAL CHANNELS

SOCIAL CHANNELS

SOCIAL CHANNELS

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Email is 100x more effective

While a newsletter sent to 100,000subscribers can easily result in

10,000 readers within a few hours, aFacebook or Twitter update sent to

the same following is likely to produceless than 70.

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The Content StrategistWhen we doubleddown on emailWhen we doubled

down on social

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Organic social is all about your readers’ social

The secret is that the majority of your socialmedia traffic will come when other people—

such as your email subscribers or influencersyou interview—share your content, not when

you share your own content.

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Paid distribution is now the most cost effective way to do social

Analytics 92

Analytics 93

Analytics 94

equals 356min more!$50 worth of Outbrain

Engaging 95

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SEO

• SEO in 2015 is about one big thing: quality.

5. Measuring & Optimizing

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Optimize for relationships

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john@contently.comshane@contently.com

Questions?

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Drinks @ Golden Bee, Singer St.