how to develop, create and distribute killer content that engages and converts
DESCRIPTION
In 1996, Bill Gates published his famous ‘content is king’ essay predicting the rise in importance of content marketing. Fast forward nearly 20 years and, whilst there is no disputing the power of content to attract and retain customers, it’s become more challenging than ever to ensure your brand messages cut through the noise. Not only is time required to develop, create and distribute content from already overstretched teams but, there are also the logistical challenges of ensuring integration across all marketing channels. It’s easy to understand why so many brands fail to maximise their investment and generate irrelevant content ‘just because everyone else is’. But, with increasing evidence that your content marketing strategy has a direct influence over your online performance what key considerations should you have in place for creating killer content? For your free whitepaper, templates and checklists to support this presentation visit www.stickyeyes.com/contenttoolkitTRANSCRIPT
![Page 1: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/1.jpg)
How to develop, create and distribute killer content that engages and converts
Glen ConybeareChief Commercial Officer
@stickyeyes
A Stickyeyes presentation
![Page 2: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/2.jpg)
Is content really crucial?
Why bother
![Page 3: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/3.jpg)
![Page 4: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/4.jpg)
Time spent on site
![Page 5: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/5.jpg)
Bounce Rate
![Page 6: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/6.jpg)
Daily Unique Page Views
![Page 7: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/7.jpg)
Understanding your audience
Step 1
![Page 8: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/8.jpg)
![Page 9: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/9.jpg)
3 Key Questions
![Page 10: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/10.jpg)
What istheir problem?
1.
![Page 11: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/11.jpg)
Where are they(digitally) active?
2.
![Page 12: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/12.jpg)
How do they like to be reached?
3.
![Page 13: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/13.jpg)
![Page 14: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/14.jpg)
• What is it?• What are the benefits?• Let me look at it?• What size is it?• Do others like it?
• It’s valuable?• It’s shareable?• Maybe fun?
Functional content
Engaging content
![Page 15: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/15.jpg)
Content Audits
Step 2
![Page 16: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/16.jpg)
Start with Keywords
![Page 17: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/17.jpg)
Keywords
Identify allyour keywords
Step 01.
![Page 18: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/18.jpg)
Keywords
Prioritisethem into:
Step 02.
![Page 19: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/19.jpg)
Keywords
Step 02.• Quickest Win.• Quick Win.• Medium Term.• Long Term.
![Page 20: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/20.jpg)
Keywords
Quickestwin:
Step 03.
![Page 21: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/21.jpg)
Keywords
Step 03.• Just off traffic driving
positions in natural search.• Commercially valuable
keywords.
![Page 22: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/22.jpg)
Yourwebsite.
![Page 23: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/23.jpg)
![Page 24: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/24.jpg)
Functional Content Scores
![Page 25: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/25.jpg)
Functional Content Scores
![Page 26: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/26.jpg)
![Page 27: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/27.jpg)
Linkingsites.
![Page 28: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/28.jpg)
Linking Sites
2 Simplequestions:
![Page 29: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/29.jpg)
Linking Sites
• Who is talking about you (and why)?
• Who is talking about your competitors (and why)?
![Page 30: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/30.jpg)
How?
![Page 31: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/31.jpg)
Content Creation
Step 3
![Page 32: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/32.jpg)
Content Creation
Know youraudience:
![Page 33: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/33.jpg)
• Know the problems they have• Know where they are• Evaluated best in class• Identified gaps in current strategy
Content Creation
![Page 34: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/34.jpg)
Content Ideation & Planning
Objectives& Strategy
Data• Brand Guidelines• Commercial Priorities• Competitor Insights• Toolset Insights
Target Groups• Demographics• Interests• Personas
Ideation Distribution Plan
![Page 35: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/35.jpg)
Case Study: Coca Cola Content 2020
![Page 36: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/36.jpg)
Case Study: Coca Cola 2nd Lives
![Page 37: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/37.jpg)
Results
4,000,000views to date
Over
![Page 38: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/38.jpg)
Case Study: Meat Pack - Hijack
![Page 39: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/39.jpg)
Content Distribution
Step 4
![Page 40: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/40.jpg)
Content doesn’t
Credit: Lauren Licata
move.work if it doesn’t
![Page 41: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/41.jpg)
No matter how good the content is, creating traction in a crowded market is a key stage in delivering success. This is typically achieved using a mix of three channels:
Marketing Communications
Bloggers / Vloggers
Journalists
Influencer Outreach
Media Relations
Bylined Articles
Syndication
EarnedContent
Coverage
PaidContent
Distribution
OwnedContent
Broadcasting
Biddable Media
Content Networks
Advertorials
Affiliates
Retargeting Networks
Display Network
Website Social Email
![Page 42: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/42.jpg)
So why do so manycompanies fail?
Marketing Communications
![Page 43: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/43.jpg)
BobMeet
![Page 44: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/44.jpg)
I’ve got your recommendations but…..
“
![Page 45: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/45.jpg)
I need a few weeks to get it round the various departments.
“
![Page 46: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/46.jpg)
IT have said they can’t do it yet / don’t want to do it.
“
![Page 47: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/47.jpg)
PR have said the idea needs to go through them / their agency.
“
![Page 48: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/48.jpg)
I need to get the social guys involved.
“
![Page 49: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/49.jpg)
the enemy?Is Bob
![Page 50: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/50.jpg)
CMO / CEOThe
![Page 51: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/51.jpg)
PRSocial
Search
Content
Partnerships
Brand teamsIT
![Page 52: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/52.jpg)
But how?
![Page 54: How to develop, create and distribute killer content that engages and converts](https://reader035.vdocument.in/reader035/viewer/2022062406/558d0717d8b42aba168b456e/html5/thumbnails/54.jpg)
Any questions?
Thank You
www.stickyeyes.com/contenttoolkit