how to plan your content marketing efforts for maximum efficiency
TRANSCRIPT
How to plan your content marketing efforts for maximum efficiency
@Copozade@Qubadigital
www.quba.co.uk
@Qubadigital
Edward Russell-JohnsonDigital Account Manager
Luke CopeContent Marketing Manager
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1. Defining your KPIs
2. Personas
3. Research & idea generation
4. Content types
5. Using a promotional strategy to amplify your content
Agenda
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We wouldn’t recommend approaching Content Marketing from a direct sales angle.
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Sales come later, often via a different channel.
e.g. links achieved to content = rise in search rankings for key terms which then can increase sales.
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• SEO
• Social engagement
• Quality Traffic
• Conversions… Sales? In a business where selling is a secondary function
Defining your KPIs
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2. Personas
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3. Using research to form winning content ideas
• Increases probability that your content will succeed
• Ensures you are not wasting time & budget on ‘losing’ ideas
• Research on influencers and content types at this stage can also help improve your content promotion
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First steps
• Have an initial brainstorm on potential content topics
• Base these sessions around persona interests and relevant events that are coming up
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Research popular content
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Are there common themes and subjects that do well?
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Can content be adapted? Bettered?
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Are there enough Influencers in the nicheto amplify your content?
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An influencer is a website or social profile that holds a large number of relevant followers and site visitors.
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Do some influencer websites only share certain types of content?
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4. Content types
http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/
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Entertaining & Linkable Content
http://www.nationalnumbers.co.uk/fast-and-the-furious-every-important-car
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• Use the ‘build it and they will come’ approach. Content creation is only half the job!
• Create content that only you and your company care about. Consider the interests of your personas!
• Promote your own products and services
• Use an advertorial tone of voice
Don’t
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• Try and be innovative but realistic
• Focus on quality over quantity
• Research what types of content your influencers are more likely to share/link to
• Consider incentives, get feedback, get input pre content creation
• Educate, entertain, inform
Do
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5. PromotionContent is nothing without an intelligent
promotion strategy.
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Your content will only reach a finite amount of people if you only promote it through your owned
media channels
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Targeted Social Media Ads
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Twitter event # targeting
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Here you can use information gathered in the influencer research phase
Influencer promotions and outreach
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If the idea is good enough then your influencers may want to use the concept for their own site & social profiles
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This means you’ll be able to gain quality inbound links to your original content piece
= quality referral traffic and SEO benefits
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3 quality links earned
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Some may just endorse and post out on social networks
= Social referral traffic & endorsement from relevant influencer
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Spike in traffic
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Key takeaways
• Consider your KPIs at every stage of the research, build & promotion process, not just at the start.
• Use tools to analyse trends and identify ideas most likely to succeed, rather than plucking ideas out of thin air.
• Research the content types most commonly linked to by your target influencers or shared by your target personas.
• Plan your promotion and aim to spend as much time on promotion and outreach as you do on content creation.
