content marketing part 3 of 7

CONTENT MARKETIN

G:Information about content marketing

from statistics to ideas for marketers to use.

Table of Contents: Page Title: Page Number:Content Marketing Statistics:

3

Overview 4Usage & Effectiveness 23

Marketing Metrics: 37Effective Strategy Creation:

57

Content Creation: 63Content Goals 64Types of Content to Create

70

Creation Steps 97How to Create Content 104

Content Readability: 132

Page Title: Page Number:Social Media: 150

Ideal Word Count 151Repurposing Content 159

Best Practices: 168Top Practices 169Pros & Cons 181Tips 186Trends 193Content Marketing Ideas

199

Content Success 213Work Cited: 229

Strategy Creation:

Things to Consider when Making a Content Marketing Strategy:

1. Determine where you need to invest to in order to compete within your market

2. Make the case for the business to invest in this strategy 3. Integrate your content marketing strategy with your business

goals4. Set these goals & link to a reasonable ROI by using analytics

Strategy Creation:

Competitive Audit Device Editorial

Calendar Formats

Gaps in Coverage

Interest Overlap

Interest Velocity

Search Terms

Target Intenders

Topics of Interest

Compiled by Author: digitalinformationworld.com

Consider the Following When Building a Content Marketing Strategy:

Strategy Creation:


Competitive Audit:

Audit your content first

See how you compare to the top five sites in

your brand niche

Device:

You need to consider where consumers will

view your content: desktop, mobile or tablets

Editorial Calendar:

Document you content plan from

objectives to seasonality & promotions

Look at typical traffic dips & highs

Strategy Creation:


Formats:

Based on KPI’s: For

more engagement make visuals, For more time on sites you should focus on quizzes

Gaps in Covera

ge:Brands need to be mindful the disparity

between what you think

consumers are interested in & what they are

really interested in

Interest Overlap

:This explains

how consumers

interact with the content outside of your brand

Interest Velocity

:

Illustrates when a certain topic will peak

for your consumers

Strategy Creation:


Search Terms:

Overlay topics of interest

They have search terms based on your brands KPI’s

Target Intenders:

They are the core of

strategiesThey have

interacted with your brand

They come to you as potential

customer

Topics of Interest:

The desired content topics

They relate to your brand

Content Marketing Goals:

Lead Generation Sales Lead

Nurturing

Brand Awareness

Engagement

Customer Retention

Creating Advocates

Upsell or Cross-sell

Top Goals Marketers Want to Achieve by Using Content Marketing:

Compiled by Author: contentmarketinginstitute.com


Enterprise Marketers

Engagement

Sales

Lead Generation

First Steps of Program

Sales

Lead Generation

Most Important Goals for the Following Type of Marketer

Compiled by Author: contentmarketinginstitute.com

Content Marketing Goals:Id

enti

fy

Goa

ls:Define

ObjectivesSpecify DetailsSet a

ScheduleStart

Measuring Stra

tegi

ze t

o Re

ach

Goa

ls:

Select Social Media Channels

Plan for Consistent

ContentKeep an Eye on

TrendsOptimize for

Mobile EngagementDocument Everything

Compiled by Author: zencontent.com


Define Objectives:

• Within broader goals, define objectives that can be given to the marketing team

• They should be measurable so the progress & success are easy to track

Specify Details:

• Create a plan of action for each defined objective

• Have a clear strategy for how to accomplish the objectives

Set a Schedule:

• Make a long term schedule for each goal

• Produce short term schedules for objectives that will help you reach broader goals over time

Start Measuring:

• Decide which tools & methods team members should use to measure progress & success

Look at your audience & choose broad, long term goals, such as increased time spent on the site, boosted sales & higher

engagement

Identify Goals:



Select Social Media

Channels:• Different social media

outlets are used depending on the message & who you’d like to reach

Plan for Consistent Content:

• Posting new, frequent & unique content maintains your brand & audience interest

• When marketers focus on blogging they are 13 times more likely to see a positive ROI for the content

Keep an Eye on Trends:

• 77% of marketers feel confident using data to back their strategies & plans

• Using data is a great way to predict where you’re strategy needs to go next

Optimize for Mobile

Engagement:• 87% of millennials

keep their smartphones close to them

• Not optimizing a website for mobile can be detrimental to a campaign

Document Everything:

• Keeping records of everything can double a businesses ROI

To achieve marketing goals, choose which tactics will work best based on audience behaviors & identified objectives

Strategize to Reach

Goals:


Type of Content to Create:

Expert Content

Branded Content

User Content


Content Variety:



Expert Content

:Is created by

people that are knowledgeable on the subject

matter like bloggers

Includes articles, research reports & case studies

from other websites

Branded

Content:

Uses content that brands produce

themselves

Includes buying guides, blog

posts & infographics

User Content

:Pertains to user &

audience-generated

content

Includes product reviews, podcasts

& video testimonials

Expert content

boosts buying decisions more than

user reviews by 83%

Content Variety:


Videos Infographics

Blog Posts Articles

Most Effective Content Types:



Articles Blogs Case Studies E-Books

E-Newslette

rInfographi

cs Podcasts Quizzes

VideosVisual

Content for Social

Media

White Papers

Compiled by Author: marketingprofs.com


• Helpful & informative lessons are introduced What:

• Search rankings, & thought leadershipBenefits:

• Post on Company websites & guest postsWhere:

• Low to moderate (often priced per length)

Outsourcing Costs:

• Low difficultyDifficulty:

Articles Information:

They address issues your audience

faces with an objective

writing style



Solicit

ideas &

drafts

from

subjec

t

matter

expert

s

Address common problems Feature

interesting

images

Articles Tips:



• Deep educational contentWhat:• Thought leadershipBenefits:• Offers on key page: often need to

fill out a formWhere:• HighOutsourcing

Costs:• Time & research-intensiveDifficulty:

White Paper Information:

They are a good fit for

complex product

categories



Plan to

adva

nce to

extra

ct ke

y

elemen

ts &

repurpose

Include research Include

insights of

industry

leaders

White Paper Tips:


Work Cited:• "12 Creative #ContentMarketing Ideas That Don." Lifehack RSS. N.p., n.d. Web. 25 Aug. 2016.

<http://www.lifehack.org/416267/12-creative-contentmarketing-ideas-that-dont-require-a-blog-infographic?ref=pp>• "12 #ContentMarketing Trends That Will Dominate 2016 - #Infographic." Digital information world. N.p., n.d. Web. 25 Aug.

2016. <http://www.digitalinformationworld.com/2016/01/infographic-content-marketing-predictions-12-trends-for-2016.html>.• "5 Content Marketing Tips for 2016." SlideShare. N.p., 22 Dec. 2015. Web. 25 Aug. 2016.

<http://www.slideshare.net/CiceronHQ/5-content-marketing-tips-to-stand-out-in-2016-infographic>.• “ 6 Steps to Creating Great Content Guide and Infographic. SocialMediadd. N.p., n.d. Web. 25 Aug. 2016.

<http://www.socialmediadd.com/content-creation-infographic-guide_a/374.htm>.• B2B Content Marketing: 2016 Benchmarks, Budgets and Trends. 2016. Content Marketing Institute, Marketingprfs, Brightcove.

PDF. 25 August 2016. <http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf>.• "Building Your 2016 Content Strategy - ZenContent." ZenContent. N.p., 12 Feb. 2016. Web. 25 Aug. 2016.

<http://zencontent.com/2016/02/13/building-your-2016-content-strategy/>.• "ContentMarketing Tips: 10 Fundamentals Of Readable Content - #infographic." Digital Information World. N.p., n.d. Web. 25

Aug. 2016. <http://www.digitalinformationworld.com/2015/10/infographic-10-fundamentals-of-readable-content.html>.• DeMers, Jayson. "The 7 Basic Principles That Dictate Content Marketing Success." The Huffington Post. TheHuffingtonPost.com,

n.d. Web. 25 Aug. 2016. <http://www.huffingtonpost.com/jayson-demers/the-7-basic-principles-th_b_11432784.html?utm_content=buffere49b2&%3Butm_medium=social&%3Butm_source=linkedin.com&%3Butm_campaign=buffer>.

• Deshpande, Pawan. "29 Essential Content Marketing Metrics." The Huffington Post. TheHuffingtonPost.com, n.d. Web. 25 Aug. 2016. <http://www.huffingtonpost.com/pawan-deshpande/29-essential-content-mark_b_7784822.html>.

• “Dos and Don'ts of B2B Content Marketing." The Content Standard by Skyword. N.p., 13 Aug. 2014. Web. 25 Aug. 2016. <http://www.skyword.com/contentstandard/marketing/the-dos-and-donts-of-b2b-content-marketing/>.

• "Do's and Dont's of Content Marketing." Visually. N.p., n.d. Web. 25 Aug. 2016. <http://visual.ly/dos-and-donts-content-marketing>.

Work Cited:• "Expert Advice On Developing An Effective Content Marketing Strategy."Expert Advice On Developing An Effective

Content Marketing Strategy. N.p., n.d. Web. 25 Aug. 2016. <http://www.digitalinformationworld.com/2015/04/developing-a-content-strategy.html>.

• "How Much Should Your Content Marketing Really Cost?" Brian Honigman. N.p., 28 July 2015. Web. 25 Aug. 2016. <http://www.brianhonigman.com/true-content-marketing-cost/>.

• “Ideal Word Counts for Social Media Posts [Infographic]." MarketingProfs. N.p., n.d. Web. 25 Aug. 2016.<http://www.marketingprofs.com/chirp/2016/29671/the-ideal-word-counts-for-social-media-posts-infographic>.

• "INFOGRAPHIC: The Secret to Content Marketing." SocialTimes. N.p., n.d. Web. 25 Aug. 2016. <http://www.adweek.com/socialtimes/infographic-the-secret-to-content-marketing/619639>.

• Meldey, Norma. "PROS AND CONS OF CONTENT MARKETING." LinkedIn. N.p., 5 Oct. 2015. Web. 25 Aug. 2016. <https://www.linkedin.com/pulse/pros-cons-content-marketing-norma-medley>.

• “Mixology of Content Marketing - #Infographic." The Mixology of Content Marketing - #Infographic. N.p., n.d. Web. 25 Aug. 2016. <http://www.digitalinformationworld.com/2015/10/infographic-the-mixology-of-content-marketing.html>.

• Montini, Laura. "The Staggering Cost of Content Marketing (Infographic)."Inc.com. N.p., n.d. Web. 25 Aug. 2016. <http://www.inc.com/laura-montini/infographic/how-much-marketing-really-costs.html>.

• "SCALE YOUR CONTENT MARKETING TO GROW LEADS AND REVENUE."Content Curation & Content Marketing Platform. N.p., n.d. Web. 25 Aug. 2016. <http://www.curata.com/>.

• “What Content Types Should You Create? [Infographic]." MarketingProfs. N.p., n.d. Web. 25 Aug. 2016. <http://www.marketingprofs.com/chirp/2016/29204/what-content-types-should-you-create-infographic>.

• "What Is Content Marketing?" Content Marketing Institute. N.p., n.d. Web. 25 Aug. 2016. <http://contentmarketinginstitute.com/what-is-content-marketing/>.

Contact Us for the Full Presentation:Mediacontact USA Inc.

13575 58TH Street North #160Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/