Download - Content Marketing 201
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Content Marketing 201: The Content MindsetWhy Content Marketing Is More Important than Ever and What You and Your Team Can Do About It
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Conversation Reminder
@NickWestergaard
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Content Is Kind of Big Deal
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User Generated Content!
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Content Marketing 201
‣ The Content Marketing Landscape
‣ What Makes Great Content
‣ Everyone’s a Publisher (and What That Means)
‣ That’s Cool But It Won’t Work for Us
‣ Planning Your Content Strategy
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1
The Content Marketing Landscape
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Content Is Fire. Social Media Is Gasoline.
– Jay Baer
Photo via Flickr user DrPete
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Photo via Flickr user floeshie
The Age of Interruption Is Over
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“– seth godin
“You can’t interrupt or YELL your way to WINNING.”
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“– eric schmidt, executive chairman, google
“EVERY TWO DAYS we create as much information as we did from the dawn of civilization to up until 2003.
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A Poetic Dynamic
‣ Paid
‣ Owned
‣ Earned
‣ Media
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Content by the Numbers
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Over 90%of all marketers use content marketing — b2c, b2b, & non-profit sectors!
Source: Content Marketing Institute/MarketingProfs
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Effectively Using? Only 44% (B2C)
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Effectively Using? Only 41% (B2B)
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Effectively Using? 52% (Non-Profit)
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Over 50%of content marketers lack a documented content strategy — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
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Nearly 70%of content marketers have someone to oversee content marketing — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
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Over 41%of content marketers are producing more content than last year — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
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B2C Marketers Use About 12 Forms
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B2B Marketers Use About 13 Forms
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Non-Profits Marketers Use 11 Forms
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Brand Awarenesswas the top organizational goal for content in the b2c and b2b sectors while fundraising was top for non-profits
Source: Content Marketing Institute/MarketingProfs
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Web Trafficwas the top form of content measurement in the b2c and b2b sectors while increased funding was top for non-profits
Source: Content Marketing Institute/MarketingProfs
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Most Plan on Increasing Budgets
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24%, 30%, 20%perecent of budget allocated toward content marketing efforts for b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs
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Writing & Designare most likely to be outsourced across all sectors — b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs
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Top Challenges — B2C
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Top Challenges — B2B
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Top Challenges — Non-Profit
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Content Challenges & Pain Points
‣ Content Strategy
‣ Producing Effective & Engaging Content
‣ Producing Enough
‣ Time
‣ Budget
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2
What Makes Great Content?
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1. Helpful
Photo via Flickr user gruntzooki
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Helpful Content
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Short-Form Help
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Helping Customers in Six Seconds
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Questions Are Currency
Photo via Flickr user Instant Vantage
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Photo via Flickr user Anonymous Account
2. Value
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Useful
Photo via Flickr user Anonymous
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3. Builds Relationships
Photo via Flickr user tim parkinson
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Building Relationships
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4. Timely
Photo via Flickr user North Charleston
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Not Always Digital But Timely
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Business Centric & Customer Aware
great content is both
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3
Everyone’s a Publisher (So, What Does That Mean?)
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Think Like a Publisher
Photo via Flickr user Herkie
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Be a Brand Journalist
Photo via Flickr user wishnu.hy
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YOU Are a Media Platform
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Deadlines Matter
Photo via Flickr user Droid Gingerbread
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Just Push Publish
Photo via Flickr user Droid Gingerbread
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4
That’s Cool. But That Won’t Work for Us.
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#SadTrombone
Photo via Flickr user CarbonNYC
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Channel Stuart Smalley
Photo via Flickr user evoo73
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“– david b. thomas, salesforce marketing cloud
“The Bs and Cs are
ALL PEOPLE.”
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Helping: B2B Edition
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Enhancing Lead Gen
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Non-Profits Too
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5
Planning Your Content Strategy
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The 6 Ps of Content Strategy
‣ Purpose
‣ People
‣ Preference
‣ Production
‣ Promotion
‣ Propulsion
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People
Photo via Flickr user Fire At Will
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Preference
Photo via Flickr user Mavroudis Kostas
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Production
Photo via Flickr user Illusive Photography
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Promotion
Photo via Flickr user Jamiesrabbits
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“– derek halpern, social triggers
“Create content 20% of the time. Spend the other 80% of your time promoting what you created.
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Photo via Flickr user C!
Propulsion
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Propulsion: Learn to Love the Logos
Photo via Flickr user kdonovangaddy
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Make Your Content More Shareable
‣ Ask Them to Share!
‣ Provide Sharing Icons/Options — Numerous
‣ Include Tweetable Passages/Links
‣ Incentivize Sharing — Additional Content, Contest
‣ Measuring Sharing with bit.ly
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Create Content Worth Sharing
bottom line: if you want your content shared
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Planning the 6 Ps Helps You Plan the Work and …
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Need People to Work the Plan
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Photo via Flickr user otama
Biggest Mistake
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Content Questions?
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard