how to build your own content marketing plan
TRANSCRIPT
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Michael Brenner
Head of StrategyNewsCred@BrennerMichael
How To Build Your Content Marketing Strategy
Slides: slideshare.net/michaelbrenner
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Agenda• The key factors for content marketing success
• The core components of a content marketing strategy
• How to utilize content across the buyer journey
• Companies doing it right
@BrennerMichael
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Just 3 Things . . .The world has changed.
Most content stinks.
@BrennerMichael
Attract people through stories they love.
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Content marketing trends
@BrennerMichael
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@BrennerMichael
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9#ThinkContent
@BrennerMichael
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Content today must compete with pictures of
babies and kittens.
@BrennerMichael
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@BrennerMichael
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We tuneout the noise.
@BrennerMichael
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WHAT IS GOING ON?@BrennerMichael
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“We need to stop interrupting whatpeople are interested in and give
people what they are interested in.
”@BrennerMichael
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The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!
@BrennerMichael
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@BrennerMichael
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Content Marketing is all the marketing that’s left!
Seth Godin, 2008”“
@BrennerMichael
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Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael
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23
@BrennerMichael
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“The buyer journey is nothing more than a series of questions that
must be answered.
- IDC -”@BrennerMichael
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Awareness Consideration Preference
Online CommunitiesSearch EngineseBooksEmail NewslettersEditorial ArticlesWhite PapersPodcastsCase StudiesOnline VideosWebcastsVirtual Trade ShowsProduct LiteratureTrial SoftwareOnline Vendor Demos
Begindecision process
MakedecisionIdentify
business problem Establish
requirements/ build
RFP
Align IT with
business objectives
Explore technology
options
Research solutions
Determine solution strategy Assess ROI
Research products/ vendors
Build short list
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Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.”
Our Natural Instinct
ContentMarketing
What Brands Wants To Talk
About
WhatCustomers
Actually Want
Charity
@BrennerMichael
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How brands can become consumed with their story, not their customers.
Unique Point of View Trap
@BrennerMichael
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Key Factors To Content Marketing Success:
1. Documented content strategy and mission statement2. Have someone accountable for content3. Consistently publish quality content4. Map content to consumer journey5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers7. Track Content Marketing ROI
@BrennerMichael
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Give Yourself a Grade . . Best Practice R Y GHave a documented content strategy? Have someone managing contentContent hub maps to the consumer journeyPublishing quality, volume and varietySocial activation of contentPaid distributionFocus on Content SubscriptionsMeasurement template / ROI defined
Overall:
D
@BrennerMichael
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Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael
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SAP Case Study
@BrennerMichael
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How Many People Are Searching For Us vs. Asking Early-Stage Questions
Cluster Brand? Total Monthly Searches (est.)
Analytics Brand 458 3000xAnalytics Non-Brand 1,520,761Cloud Brand 398 1000xCloud Non-Brand 578,460Data Brand 28,884 17xData Non-Brand 470,967Mobility Brand 12,488 28xMobility Non-Brand 345,598BI Brand 532,486 -2xBI Non-Brand 277,156CRM/Sales Brand 156,028 40xCRM/Sales Non-Brand 6,313,329ERP Brand 777,092 -2xERP Non-Brand 324,595HCM Brand 55,536 7xHCM Non-Brand 379,954Accounting. Finance Brand 30,497 24xAccounting. Finance Non-Brand 720,493TOTAL Brand 1,688,883 13xTOTAL Non-Brand 13,616,715
@BrennerMichael
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Were Any of These “Early-stage” Prospects Finding Us?
@BrennerMichael
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Late-Stage Con-tent66%
Early-Stage Con-tent6%
Middle-Stage Content28%
Why Weren’t They Finding Us?
@BrennerMichael
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Business Innovation (launched March 27, 2012)A “Content Hub” to attract engaged visitors instead of buying them
To help businesses leaders grow through technology and innovation.
To reach and convert leads we would have never seen!
http://blogs.sap.com/innovation
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Organic and Social: Up and to the Right
4/8/124/18/12
4/28/125/8/12
5/18/125/28/12
6/7/126/17/12
6/27/127/7/12
7/17/127/27/12
8/6/128/16/12
8/26/129/5/12
9/15/129/25/12
10/5/1210/15/12
10/25/12
11/4/1211/14/12
11/24/12
12/4/1212/14/12
12/24/12
1/3/131/13/13
1/23/132/2/13
2/12/132/22/13
3/4/133/14/13
3/24/134/3/13
4/13/134/23/13
5/3/135/13/13
5/23/136/2/13
6/12/136/22/13
7/2/137/12/13
7/22/13
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Traffic from Organic, Social & Referrals
Uni
que
Visi
tors
@BrennerMichael
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Key Factors To Content Marketing Success:
1. Documented content strategy and mission statement2. Have someone accountable for content3. Consistently publish quality content4. Map content to consumer journey5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers7. Track Content Marketing ROI
@BrennerMichael
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Why is it Important to Have a DocumentedContent Marketing Strategy?
Source: CMI
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Content Marketing Mission StatementAmEx Open Forum Mission: “Help Small Businesses
Do More Business.” Outcome:The largest source of
inbound leads.@BrennerMichael
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What Is Your Content Marketing Mission Statement?
Become a (premier?) destination for [target audience]
interested in [topics] to help them [customer value].
@BrennerMichael
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Steps To Crafting a Content Strategy
DiscoveryDestination +Branding
Roles + Resp.
Editorial Strategy Distribution Measure +
Optimize
• Current State• Audience• Objective• Mission• Budget
• Branding• Destination• Structure
• Partners• Agency• You
• Topics• Types• Sources• SEO
• Organic• Paid• Owned • Earned• Email
• KPIs• Template• Cadence• Optimize
@BrennerMichael
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Show me the money!@BrennerMichael
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3 Components of Content Marketing ROI
1. Cost 2. Utilization 3. Performance
@BrennerMichael
Content Marketing Hubs are a digital asset (with an LTV and ROI)
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60-70% of Marketing ContentGoes Completely Unused.
*Sirius Decisions
@BrennerMichael
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@BrennerMichael
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Behind every piece of bad content is an executive who asked for it.
@BrennerMichael
TWEET THIS!
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Conduct A Content Audit
• Content Type• Audience / Target• Buyer Stage• Primary Destination• Performance
@BrennerMichael
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Building the Content Marketing Business Case
1. Reach early stage buyers
2. Engage new buyers with your
brand
3. Conversions you would have never
reached
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Building The Business Case1. Reach early stage buyers
• Fair “Share of Conversation” • % Unbranded Search traffic on your website• Banner effectiveness at driving brand visits• Cost of advertising / search landing pages with low organic and social traffic• Cost of organic and social website traffic vs. paid
2. Engage new buyers with your brand• Time spent, Bounce rate on content vs. advertising landing pages• Cost / Repeat visits, Time engaged with your brand• Subscribers, value per subscriber
3. Conversions you would have never reached• Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per
sale• Content % source of leads• ROI vs. Avg. Marketing ROI@BrennerMicha
el
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Destination and Branding 1. On Domain vs. Off? 2. Heavily Branded vs. Lightly Branded?
@BrennerMichael
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Even Great Content Needs a PushThe average Hollywood movie spends 50-60% of production budget on
distribution.
@BrennerMichael
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Define Key Measures and TargetsDownload this template now!
@BrennerMichael
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Casper’s Van Winkles• Effortlessly combines
national housing news with articles on inspirational interior design, celebrity homes and company updates.
• Up to 6 new posts per day
• Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+
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Casper’s Van Winkles
@BrennerMichael
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Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael
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What Are We Going to Write About?
@BrennerMichael
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Reach, Engage and Convert the Right People.
Early-stage Searches
What? And Why?
Middle-stage
How?
Brand Searches
Who?How Much?
Search / Social Volume
What is Content Marketing?Why is it important?
(10-3000 X)
How Do I Create Great Content
(2-10 X)
Who’s the best Content
Marketing Platform?
@BrennerMichael
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Publishers Publish Everyday on Each Topic• Traffic AND Conversion goes up with volume• Diminishing return? (see below)
A few times a year
1-2X permonth
< monthly 1-2X perweek
1 per day More than 1 per day
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@BrennerMichael
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@BrennerMichael
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@BrennerMichael
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Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Stage
Stage
Research Keywords, Then Filter By Personas
@BrennerMichael
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Utilize the Right Mix of Content
Custom ContentShare on-brand stories and recipes which are created specifically for your brand.
Community ContentLeverage content from customers, employees, influencers that grows and engages your community.
Licensed ContentBoost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
@BrennerMichael
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Content Mix (Monthly Average)
Licensed CustomSocial
Custom
Content
20%
User /
Employee
50%
Licensed
Content
30%
@BrennerMichael
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Atomize Your Best Content
@BrennerMichael
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Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael
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@BrennerMichael
Brands need to take the phrase ‘acting like a publisher’
literally.”“
Dietrich MateschitzFounder + CEO, Red
Bull
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BufferApp Blog
Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention.
@BrennerMichael
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CapGemini Content-Loop.com• Licensed content on Linked
Sponsored updates
• Drives to branded Content Loop
• Offers to deeper content
• Recommendations to connect with experts
Results:~1M visitors / year+ 3K new LinkedIn followers per week+ High Quality Leads+ Sales / ROI
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Maersk
• Amazing photos that appeal to their audience
• Thousands of likes per post
• Massive Brand Engagement, Loyalty
@BrennerMichael
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@BrennerMichael
GE:Science Vines
Focused on Brand Mission:
Delivering Innovation to the world
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Wistia Videos• Engaging How To Videos
• Strong Call To Action
• Content = New Subscribers
@BrennerMichael
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Key Factors To Content Marketing Success:
1. Documented content strategy and mission statement2. Have someone accountable for content3. Consistently publish quality content4. Map content to consumer journey5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers7. Track Content Marketing ROI
@BrennerMichael
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Steps To Crafting a Content Strategy
DiscoveryDestination +Branding
Roles + Resp.
Editorial Strategy Distribution Measure +
Optimize
• Current State• Audience• Objective• Mission• Budget
• Branding• Destination• Structure
• Partners• Agency• You
• Topics• Types• Sources• SEO
• Organic• Paid• Owned • Earned• Email
• KPIs• Template• Cadence• Optimize
@BrennerMichael
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@BrennerMichael
3 Tips For Content That Converts:
1. Less promotion.2. Answer your customer questions.3. Focus on subscriptions and CTA.
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Your audience wants stories.Created just for them.
Will you give it to them?
[email protected]@BrennerMichaelSlideshare.net/michaelbrenner