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Creating A 2016 Content Strategy That Works
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Aberdeen Group: @aberdeengroup
Matthew Grant: @MattTGrant
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Panelists
Matthew Grant
Director of Content Strategy
Aberdeen Group
@MattTGrant
MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report
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• Why Content Strategy?
• Key Components
• Getting Started
Agenda
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Who Am I?
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Matthew Grant (@MattTGrant)
Director of Content Strategy
Aberdeen Group today:
• Data, analytics, and content
marketing services
• Research-based content
publisher
Hashtag: #SPS2015
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But First, A Tale of Two Blogs
https://flic.kr/p/2J8kiD
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Blogging Because It’s There
https://flic.kr/p/r4qHyW
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Blogging with a Plan
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Blogging with a Plan
• Ranked #1 for “Log Management” within
90 days
• 50-75 leads a month
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Why Do You Need a Content Strategy?
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To Avoid Random Acts of Content
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To Avoid Random Acts of Content
“Content strategy plans for the creation, publication, and governance of useful, usable content.”
- Kristina Halvorson, Brain Traffic
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Uses of Content
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Driving Site Traffic
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Customer Support
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Education
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Branding
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Lead/Demand Generation
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WHAT NEEDLE IS YOUR CONTENT MOVING?
2.3x Lead Sourcing
Best-in-Class are 2.3-times as likely to be able to connect lead sources to specific content assets.
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WHAT NEEDLE IS YOUR CONTENT MOVING?
2.7x Lead Scoring
Best-in-Class content marketers report 2.7-times the usage of content interaction data in lead scoring, compared to All Others.
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TYING CONTENT TO LEADS (FOR EXAMPLE)
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IT MAKES A DIFFERENCE
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1. Goals, Audience, Voice
2. Types, Channels, Execution
3. Metrics & Maintenance
Overview
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Goals, Audience, Voice
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Goals
Content strategy must ladder up to business strategy.
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Audience
The content strategy journey begins with audience research.
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• Who is your audience specifically?
• What do they want or need?
• What questions do they have?
• What are they trying to do?
• Who do they trust?
Audience
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• How do they find information?
• Search habits
• Keywords
• Sources
• What technology do they use?
• What kind of content do they like?
Audience
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Audience
• Personas provide focus for your content efforts.
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25% Best-in-Class content marketers are 25% more likely to strategically align their content to specific stages of their buyers' journeys, compared to All Others (55% vs. 44%).
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Audience
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Voice
• Your voice will determine the type of words you use...
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Voice
… and be applied across a range of channels.
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Types, Channels, Execution
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Content Types
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Content Types
Your personas and your business goals influence your selection of content types.
• Does the audience listen to podcasts?
• Watch videos?
• Use social media?
• Play games online?
• None of the above?
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Content Types
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Channels
You know who your content is for, but how are they going to find it?
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• Potential content distribution channels include earned, owned, and purchased media across all devices.
Channels
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Channels
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Channels
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Channels
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• In-House Execution
• Outsourced Execution
• Agencies
• Consultants
• Influencers
Execution
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Execution
Knowing what you want done won’t matter if you don’t know how you’ll get it done.
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Metrics & Maintenance
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Metrics Base your metrics on business outcomes:
• Leads/Revenue generated
• % decrease in customer support calls
• Positive change in PageRank
• Increased awareness
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Maintenance
Content lasts forever (although it shouldn’t).
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What Now?
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Start with Business Goals
• What business objectives can content influence or drive?
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Write It Down!
37% & 32%
Percentage of B2C and B2B companies with a documented content strategy.
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Focus on Your Audience
https://flic.kr/p/gp2CDC
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Questions?
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ABERDEENGROUP
THANK YOU
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#SPS2015
Q&A \\ Panelists
Matthew Grant
Director of Content Strategy
Aberdeen Group
@MattTGrant
MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report
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