the content marketing toolbox

The Content Marketing

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Content marketing is a marketing technique of 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.

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The bottom-line goal

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Courtesy of Scribe’s The Business Case for Agile Content Marketing

Evolution of online marketing

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The Strategy

Brandededitorial content

Editorial endorsements

Money page

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21st century job titles

* First Responder

* Director of Audience

* Channel Master

* Return on Objective Chief (ROO)

Chief Listening OfficerChief Content Officer

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This is a huge amount of work...

Is it worth it?

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0

ROI

PPC

(manipulative)

SEO

CM

The long game

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Rent vs. own your audience

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Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses

Content MarketingTipping Points

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400-1000

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9-15

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50-100

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500-1000

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200-500

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This takes time

... but results last

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Plan

Produce

PublishPromote

Prove

An agile process

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[Plan]

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Search visibility

Google Webmaster Tools

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Keyword analysis

Google Keyword Tool & Google Trends

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Drilling deeper

Google Trends

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Ubersuggest

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Topsy social search

What’s being shared

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... and by whom?

Topsy social search

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Daily mentions on Twitter

Topsy Analytics

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Web mentions

SEOmoz Fresh Web Explorer

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Build customer persona grid

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[Produce]

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Think like a publisher

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Content checklist• Who are we writing for (customer persona)?

• Does it provide a resource, evoke emotion or entertain?

• What keyword(s) are we targeting?

• What conversion page are we linking to?

• Does it have a great image?

• Is it original, or improve existing content on this subject?

• Is it shareable?

• Is it timely?

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Define a workflow

Topic & title Research Draft

EditingOptimizationPublish

Wordpress

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Asana

Manage the workflow

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Schedule content

Google Calendar

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Repurposing content

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[Promote]

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Need to have

Nice to have36

Core activities

Converse

@RT

#DM

ShareFollow

Growaudience

Gaininfluence

Buildrelationships

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Followerwonk

Find & follow influencers

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Owned vs. curated content

Hand-picked content -- shared with editorial flare --

naturally attracts quality followers/fans.

Done consistently, it will position your brand as

the resource in your niche.

Feedly

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Use a dashboard & schedule posts

Hootsuite

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[Prove]

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KPI reportingStage KPIs

ReachSocial audience growth

Search impressions--

Engagement

Clicks on shared contentPageviews on content

Social shares on contentEarned links to content

Organic search visitsSocial media referral visits

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Conversion Conversions by channelReturn on Investment (ROI)

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Track shares & links

Ahrefs

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Organic search traffic

Google Analytics

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Social referral traffic(total contribution)

Google Analytics

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Defining ROI

Monthly revenue increase

Lifetime value (LTV) creation

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Measuring LTV using cohort analysis

Microsoft Excel

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Cohorts profitability over time

Microsoft Excel

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“You’re not an artist, Peggy.You solve problems.

Leave some tools in your toolbox.”

- Don Draper, Mad Men

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Twitter : @parischildressLinkedIn: bg.linkedin.com/in/parischildress/

Skype: pchil9Email: paris@hop-online.com

Thanks for making it this far

Ques%ons?

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