your marketing golden ticket

@azeckman #SocialBrand17

SOMETHING YOU SHOULD KNOW ABOUT

ME…

@azeckman #SocialBrand17

@azeckman #SocialBrand17

“SO MUCH TIME AND

SO LITTLE TO DO.”- Willy Wonka

@azeckman #SocialBrand17

HOW MANY OF YOU ARE FEELING

OVERWHELMED WITH CONTENT MARKETING

RIGHT NOW?

@azeckman #SocialBrand17

CONTENT MARKETING IS…

HARDImage Source: PopSugar

@azeckman #SocialBrand17

Consumers are

overloaded with content.

Audiences are

becoming more

sophisticated and

demanding.

Brands can’t

keep up with

demand.

Teams are not

strategic with

content.

Image Source: WordPress.com

@azeckman #SocialBrand17

37 SECONDSis the average amount of

time people spend reading

an article or blog post. - NewsCred Insights

THE CURRENT STATE

LEAD

GENERATIONis the top content marketing

goal for B2B marketers. - CMI & MarketingProfs

200 MILLION+people now use ad

blockers.- PageFair

@azeckman #SocialBrand17

“IS THE

CONTENT YOU

CREATE AND

DISTRIBUTE

DIFFERENT

THAN ANYTHING

ELSE OUT

THERE?”

@JoePulizzi Image Source: LinkedIn

@azeckman #SocialBrand17

WE’RE DOING IT WRONG

Creating content for

your brand, not your

audience.

Focusing on content

quantity, not impact.

Avoiding testing for

fear of failure.

@azeckman #SocialBrand17

I’LL BE YOUR GUIDE

TODAY

5 SWEET IDEAS FOR

OVERCOMING COMMON

CONTENT HURDLES

Image Source: movie-screencaps.com

@azeckman #SocialBrand17

“THERE IS NO EARTHLY WAY OF KNOWING,

WHICH DIRECTION THEY ARE GOING.”- Willy Wonka

@azeckman #SocialBrand17Image Source: movie-screencaps.com

#1 – Lack of Audience Insight

@azeckman #SocialBrand17

SOLUTION: IDENTIFY NEEDS

Ask customers directly.

Conduct surveys

and research.

Research top

questions asked via

search engines.

Use GA to

uncover popular

content.

@azeckman #SocialBrand17

SOLUTION: IDENTIFY NEEDS

@azeckman #SocialBrand17

SOLUTION: IDENTIFY NEEDS

@azeckman #SocialBrand17

SOLUTION: IDENTIFY NEEDS

@azeckman #SocialBrand17

• Answer the Public

• Bloomberry

• Storybase

• BuzzSumo

SOLUTION: IDENTIFY NEEDS

@azeckman #SocialBrand17

“IF YOU’LL FOLLOW ME, I HAVE SOMETHING

RATHER SPECIAL TO SHOW YOU.”- Willy Wonka

@azeckman #SocialBrand17Image Source: movie-screencaps.com

#2 – Failure to Meet Customer

Content Needs

@azeckman #SocialBrand17

SOLUTION: CONTENT EXPERIENCE

Create content

that meets their

needs.

Customers

should be at

the core.

Adjust your

content

experience

strategy

accordingly.

Collect data of

the experience.

@azeckman #SocialBrand17

• New product launch

• Increase awareness

• Over 15M views

SOLUTION: CONTENT EXPERIENCE

@azeckman #SocialBrand17

SOLUTION: CONTENT EXPERIENCE

@azeckman #SocialBrand17

“ANYTHING YOU WANT TO, DO IT.”- Willy Wonka

@azeckman #SocialBrand17Image Source: movie-screencaps.com

#3 – Limited Time, Budget

& Resources

@azeckman #SocialBrand17

Collaborate with

influencers.

Eliminate waste.

Repurpose

evergreen content.

Know that content opportunities

exist everywhere.

SOLUTION: GET CREATIVE

@azeckman #SocialBrand17

• 50% of the content was created by

influencers

• Nearly 6k shares

SOLUTION: GET CREATIVE

@azeckman #SocialBrand17

• Original blog post had over 2k shares

• Repurposed eBook on SlideShare had

over 36k views

SOLUTION: GET CREATIVE

@azeckman #SocialBrand17

“INVENTION, MY DEAR FRIENDS, IS 93%

PERSPIRATION, 6% ELECTRICITY, 4%

EVAPORATION, AND 2% BUTTERSCOTCH

RIPPLE.”- Willy Wonka

@azeckman #SocialBrand17Image Source: movie-screencaps.com

#4 – Not Understanding What

Content Works

@azeckman #SocialBrand17

SOLUTION: TEST CONTENT TYPESFocus on types that

encourage engagement.

Optimize for multiple

devices.

Test before you

invest.Find interesting ways to

TELL STORIES!.

@azeckman #SocialBrand17

• Interactive content

• 100% influencer amplification

• 18M Impressions

• 2,227 views between 30

seconds and 2 minutes

(average is 37 seconds)

SOLUTION: TEST CONTENT TYPES

@azeckman #SocialBrand17

• Content was created to promote the survey including

media coverage, webinar, contributed articles, blog

posts.

• 30% conversion rate = 2000+ downloads

• Over 1000 new contacts added to nurture

SOLUTION: TEST CONTENT TYPES

@azeckman #SocialBrand17

“DON’T JUST STAND THERE, DO

SOMETHING.”- Willy Wonka

@azeckman #SocialBrand17Image Source: movie-screencaps.com

#5 – Lack of Brand Credibility

@azeckman #SocialBrand17

Present the same POV on

multiple channels.

Answer the questions

your audience is

searching for.

Answer these questions in a way

that is optimized for the

customer experience

Integrate with other tactics

such as events, webinars

and SEO.

SOLUTION: BUILD BRAND AUTHORITY

@azeckman #SocialBrand17

Content Topic

or Theme

Blog &

Website

Content

Anchor

Assets

PPC

Paid Social

Organic

Social

Best

Answer

Events

Webinars

3rd Party

Editorial

SOLUTION: BUILD BRAND AUTHORITY

@azeckman #SocialBrand17

SOLUTION: BUILD BRAND AUTHORITY

@azeckman #SocialBrand17

SO…

@azeckman #SocialBrand17

WHAT WOULD IT TAKE TO TURN YOUR

CONTENT HURDLES INTO

OPPORTUNITIES?

@azeckman #SocialBrand17

WHAT IMPACT COULD YOU HAVE?

@azeckman #SocialBrand17

WHAT WOULD THAT COST?

@azeckman #SocialBrand17

WHAT IS THE COST IF YOU DON’T?

@azeckman #SocialBrand17

YOUR CHALLENGE

• Do you know what your

audience wants?

• Are you creating a great

experience?

• Is your process efficient?

• What are you testing?

• Are you the best answer for

what your customers are

searching for?

Identify Opportunities

• Research your customers.

• Develop a strategy.

• Execute on the plan.

• Optimize the plan.

Create Your Plan

• Technology

• People

• Publishing Platforms

• Interactive Platforms

• Content Platforms

Forecast Costs

@azeckman #SocialBrand17

THANK YOU!

@azeckman

TopRankMarketing.com

TopRankBlog.com

A Special Treat!

https://goo.gl/3y4ZwW