contents that rocks
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How to create contents that rock
Yaşar Üniversitesi 14/11/2014
Simone Favaro
What content marketing is?
“Content 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.”
ContentMarketingInstitute.com
A VALUABLE CONTENTIS NOT ADVERTISING
ADVERTISING just shows your product or brand
A VALUABLE CONTENTIS NOT PROMOTION
PROMOTION just TELL your product or brand
ADVERTISING PROMOTION
ARE ALWAYS ABOUT YOU
A valuable content is about the audience needs
A valuable content is able to build relationships Relationships influence buying decisions,
and buying decisions drive revenue.
3INGREDIENTS OF A
SUCCESSFULL
CONTENT
1. RELEVANCE2. HIGH QUALITY3. FREQUENCY
a. MUST RESPONDS TO A USER SPECIFIC QUESTION / INTEREST
b. MUST BE CONSISTENT WITH YOUR BUSINESS
1. RELEVANCE
MUST RESPONDS TO A USER SPECIFIC QUESTION / INTEREST
HOW TO CREATE GREAT CONTENTS?
HOW TO CHOOSE A CAR?
HOW TO CHOOSE THE RIGHT SIZE OF CLOTHES?
WHAT DESTINATION FOR MY HOLIDAY?
If your business is marketing, it could be great to create guides helping audience to perform better http://www.marketo.com/content-marketing/
MUST BE CONSISTENT WITH YOUR BUSINESS
a. BE TRASPARENT, HONEST, OPEN
b. EXCEED EXPECTATION
c. USE THE RIGHT CHANNEL/TOOL
2. QUALITY
BE TRASPARENT, HONEST, OPEN
Don’t pretend to be who you are notExpress your ideas, but respect the other’s oneBe open to critics
Focus on generating contents that are better than others
EXCEED EXPECTATION
Use (and quote) third party dataUse a curated and readable layoutBe exhaustive but easy to understand
USE THE RIGHT CHANNEL/TOOL ACCORDING TO CONTENT YOU DELIVER AND TARGET YOU WANT TO REACH
USE THE RIGHT CHANNEL/TOOL ACCORDING TO CONTENT YOU DELIVER AND TARGET YOU WANT TO REACH
USE THE RIGHT CHANNEL/TOOL ACCORDING TO THEIR FEATURES
BOTH FACEBOOK AND TWITTER PERFORMS BETTER WITH AN ATTACHED IMAGE.
a. Distribute neither too often or too rarely
b. Create neither too much or too few contents
3. FREQUENCY
frequency is the right combination between quantity and timing
https://blog.bufferapp.com/social-media-frequency-guide
BUFFERAPP.COM GIVES SOME SUGGESTIONS BASED ON THE DATA THEY COLLECTED
Post per day Days per Week First Last
Twitter 14 7 12.06 pm 10:08 pm
Facebook 2 7 10:08 am 03:04 pm
LinkedIN 1 5 08:16 am
Google+ 2 5 09:00 am 07:00 pm
You just have to test what is the best for your audience
PLANNING
YOUR
CONTENT
STRATEGY IN
5 STEPS
1. SET THE OBJECTIVES
2. DEFINE YOUR TARGET AUDIENCE
3. CHOOSE THE TOOLS
4. MEASUREMENT
5. PLAN AND EXECUTE
1 OBJECTIVES
WHY ARE YOU IMPLEMENTING A CONTENT STRATEGY ?
DO YOU WANT TO ...
CHOOSE JUST THOSE OBJECTIVES RELEVANT TO YOUR BUSINESS. THE MORE CLEAR IT IS, THE MORE EFFECTIVELY YOU CAN ACT
YOUR GOAL DEFINITION MUST DESCRIBE:
1. WHAT YOUR CONTENT MARKETING WILL AFFECT
2. THE (QUANTITATIVE) EXPECTED RESULTS
3. THE TIME REQUIRED TO REACH THE GOAL
EXAMPLE:
THANKS TO MY CONTENT
MARKETING WE WILL
INCREASE RETURNING
VISITORS BY A 10% WITHIN
THE NEXT 6 MONTHS
EXAMPLE:
THANKS TO MY CONTENT
MARKETING WE WILL
INCREASE NEWSLETTER
SUBSCRIPTIONS BY 20
SUBSCRIBERS WEEKLY
EXAMPLE:
THANKS TO MY CONTENT
MARKETING WE WILL
ACQUIRE 3 NEW COSTUMERS
IN 2015
2 DEFINE YOUR TARGET AUDIENCE
WHO ARE YOUR GOING TO SPEAK TO AND WHAT DO THEY NEEDS?
DESCRIBE THEM AS PERSONA:
1. GIVE THEM A NAME (Ex. John or Jane Smith)
2. Job Information (Title, Role, Role description Company size)
3. Demographics (Age, Gender)
4. Needs (What they need and how you can help them)
CLASSIFY THEM ACCORDING TO YOUR BUSINESS GOALS:
1. A-LIST: PRIMARY TARGET
2. B-LIST: MIDDLE-TERM TARGET
3. C-LIST: LONG-TERM TARGET
PUT YOUR AUDIENCE IN THE FUNNEL STAGE ACCORDING TO THE GOALS
3 CHOOSE YOUR TOOLS AND CHANNELS
CHOOSE THE FORMAT ACCORDING TO THE CONTENT YOU HAVE TO DELIVER
Content Type Format
Stats, Metrics Infographics, Slides, Charts
News, Comments Blog posts
Events, Interviews Videos, Podcasts
How-to, Market Analysis Whitepaper, Slides
CHOOSE YOUR CHANNEL ACCORDING TO THE TARGET AUDIENCE USAGE
TOOLS HELPING YOU TO CHOOSE THE CHANNEL https://www.linkedin.com/ads/
TOOLS HELPING YOU TO CHOOSE THE CHANNEL https://www.facebook.com/advertising
USE A SPREADSHEET TO COLLECT INFORMATIONS
4 MEASUREMENT
HOW TO EVALUATE IF YOUR CONTENT WORKS
YOUR GOALS DEFINE YOUR METRICS
Visibility(Know,like)
Engagement(Like, Trust)
Reputation (Trust, Sales)
Sales(Conversion)
In order to properly track, you need to plan your content marketing and implement trackable actions
to download the ebook you have to be a fan
to download the ebook you have to subscribe the newsletter
A SHORT LIST OF MEASURES YOU CAN USE
CHANNEL KNOW LIKE TRUST
Website Visits, Pageviews Pageviews per visit, Time spent
Returning visitor, Purchase completed, Shares
Social Media Likes, Followers, Fans
Comments, reply, retweet
Shares, mentions
Newsletter Pageviews Subscription Opening/Clicking, CTA
5 PLAN & EXECUTE
CREATE A CONTENT PLANNING WORKSHEET
DATE
CONTENT TYPE
AUTHOR
DESCRIPTION
PERSONA
NEEDS
FUNNEL STAGE
MEASURE
C.T.A.
CREATE A CONTENT PLANNING WORKSHEET
CREATE A DISTRIBUTION FLOW
You can control how your content will be destribute among the channels you chose
CONCLUSIONS
● To respond to audience needs
● To reach audience where they are
● To use the right format
● To be delivered properly in each channel
● To be able to generate the results you want
A CONTENT THAT ROCKS NEEDS
SIMONE FAVARO
www.simonefavaro.it
linkedin.com/in/simonefavaro
facebook.com/sfavaro
twitter.com/simonefavaro
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