Content Marketing to Promote Your Consumer Product
Jason Puckett @DJ_PUCK
#IHHS2014
Introduction- Jason Puckett �Content Marketing Strategist.�I focus on the principles behind the IDEAS, PROCESS, & EXECUTION for all of my clients… �
What Am I Going To Learn Today?�
1 What Can Content Do?
2 Consumer Content Mix
3 Crea6ng Your Own Mix
4 Your Content Footprint
5 Developing Your Process
6 PlaDorms to Use
7 Suppor6ng Tech Tools
8 Measuring ROI
What Can Content Do For My Brand?�
What Is Content Marketing?��
• Turn your brand into a “publication” geared toward your customers�• Take ownership of the consumers’ attention (unlike advertising) �• Increase the size of your digital footprint (SEO & Organic “Findability”) �• Less costly brand solidification�• Increase the size of your digital & retail sales funnel �
Creation & Distribution?
The Consumer Content Mix�
• Each piece of content & campaign needs a goal �• Establish goals based on calendar & maturity of community �• Define content buckets & themes�• Define content structure�• Continuously to evolve this mix ��
Understand Your Digital Footprint �
Prior to Creating the Mix--- Plan & Prepare: �• Understand what social media can do for you & set realistic goals�• Understand what KPIs will show you if your campaigns are working�• Create your social brand persona & voice�• Understand your audience and where they spend their time online��
Creating Your Own Content Mix�
What Content Do I Create? Where do I distribute my content?
How do I engage? How do I measure?
Understanding Facebook Ad Budget �
The average reach of organic posts had declined from 12.05% in October to 6.15% in February.
Pages in the sample with more than 500,000 likes, the drop was from 4.04% in October to 2.11% in February.
*Source is Ogilvy
Create a System & Process for Development �
Its different for every company�
Define Responsibilities & Workload �
Define the Schedule & Plan Ahead�• High level campaign content can be created in advance�• Have design templates ready for “live” content �• Understand your marketing calendar, set needs & goals�
• Create�• Repurpose �• Aggregate��
Where does my content come from?
What Platforms Are Best?�
Facebook� Twitter� Pinterest � Instagram �
• SJll #1 • Most versaJle • Requires ad money • Apps & ads • Daily messaging • Contact Info capture • Campaign “hub”
• Connect 1 on 1 • AcJve • Live Content is
necessary • Good for driving traffic • Good for repurposing
• Using visuals to drive website & blog traffic
• Always cite your sources
• 100% engagement driven • Young demographic • Raw & Untapped • No measureable ROI • Most potenJal
Four Main Outlets�
Use these platforms to distribute your “publication” �
Supporting Technologies�
• Analyze Your Following • Compare Users • Understand Sources & Click Through Rates
• Facebook campaign tool • Gain “Likes” • Capture Emails • Generate Newsfeed Items • Give away product & increase brand parJcipaJon
• Unique Link Tracker • Track content clicks to partner sites • Track content clicks from parJcular sources
Supporting Technologies�
Measuring ROI�
© 2013
Change comes quickly in the social space… �Our team remains agile by experimenting with products and reporting new opportunities to you! The SocialKaty monitoring toolkit sometimes includes: �
Sprout Social Google Analytics TweetReach FollowerWonk Radian6 Custom Analytics�
Questions???????????�
Jason Puckett @DJ_PUCK [email protected]