presentation - content marketing strategy
TRANSCRIPT
![Page 1: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/1.jpg)
![Page 2: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/2.jpg)
Regional
marketing
goals
![Page 3: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/3.jpg)
Why content marketing ?
![Page 4: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/4.jpg)
![Page 5: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/5.jpg)
Inbound marketing is a philosophy
based on the truth that people’s
consumption habits have changed
over the past 5-10 years.
INBOUND AS A PHILOSOPHY.
![Page 6: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/6.jpg)
![Page 7: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/7.jpg)
Spray and pray should only be for video games
![Page 8: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/8.jpg)
No coordinated or
focused marketing
approach
![Page 9: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/9.jpg)
![Page 10: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/10.jpg)
Ads vs. Content
![Page 11: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/11.jpg)
Content
assets
![Page 12: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/12.jpg)
Calgary Region as a media company
![Page 13: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/13.jpg)
Content marketing goals
![Page 14: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/14.jpg)
Editorial mission statement
Audience
Product
Outcome
![Page 15: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/15.jpg)
Editorial mission statement
To be an informational resource destination for Canadian shippers/buyers and professional services in the transportation, supply chain and logistics sector. To help them to make better decisions or provide better advice on moving products across Canada and beyond.
This will help us:
• Earn audience attention vs. buying it
• Reach, engage and convert new businesses
![Page 16: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/16.jpg)
Primary goals
1. Lead generation
2. Region brand awareness
3. Subject matter experts Thought leaders
![Page 17: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/17.jpg)
Audience and Personas
![Page 18: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/18.jpg)
Shipper Steve
![Page 19: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/19.jpg)
Broker Becky
![Page 20: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/20.jpg)
Third persona?
![Page 21: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/21.jpg)
Buyer’s Journey
![Page 22: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/22.jpg)
![Page 23: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/23.jpg)
PWC Business driver
![Page 24: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/24.jpg)
Content to develop
![Page 25: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/25.jpg)
ListenCommunicateTeachHelp/Solve problems
- Marcus Sheridan
(The Sales Lion)
![Page 26: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/26.jpg)
They ask = You answer
Cost/price
Problems/issues
Best of
Reviews
![Page 27: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/27.jpg)
![Page 28: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/28.jpg)
Content format
![Page 29: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/29.jpg)
![Page 30: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/30.jpg)
![Page 31: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/31.jpg)
They ask = You answer
Cost/price
Problems/issues
Best of
Reviews
![Page 32: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/32.jpg)
![Page 33: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/33.jpg)
Distribution and
amplification
![Page 34: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/34.jpg)
Influencers
Calgary Region network
Social (Linkedin)
Native advertising
![Page 35: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/35.jpg)
Timeline
![Page 36: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/36.jpg)
Measurement and reporting
![Page 37: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/37.jpg)
Primary goals
1. Lead generation
2. Region brand awareness
3. Subject matter experts Thought leaders
![Page 38: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/38.jpg)
Content marketing measurement
Consumptions
Engagement
Leads
Sales (Conversions)
![Page 39: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/39.jpg)
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
Building the analytics pyramid
Primary Indicators – these are what you report on. These are GOALS –and your progress toward meeting those goals.
Secondary indicators – these are reporting for your team. They are KPI’s that help inform key managers.
User indicators – these are the numbers that you and members of your team use to improve your process over time.
![Page 40: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/40.jpg)
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
The benefits of the pyramid…
Measuring what’s important – and actionable. Giving decision-makers what they need, and a clear direction on how they can help.
Frees you to experiment & change –Not reporting secondary or user indicators frees from the “always up and to the right” mentality of every graph.
Frees departmental competition –Measure the content, not the team. Evolve beyond measuring against each other in siloed KPI’s
![Page 41: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/41.jpg)
Primary (Macro)
# of leads
# of qualified leads
% of converted leads
% of leads to qualified leads
![Page 42: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/42.jpg)
Secondary (Micro - KPI)
% of lead source
Blog and podcast: subscribers
Landing pages: forms filled
Website: forms filled, CTA’s clicked
Email/CTA: referrals
Social: referrals to website/landing pages
![Page 43: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/43.jpg)
User (Micro – Day to Day)
Blog content: views/visits, referrals, shares
Podcast: downloads
Landing pages: views/visits, shares, forms filled, downloads
Website: views/visits, CTA click, unique visitors, Avg. time on site, # of pages per visit,
![Page 44: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/44.jpg)
Email: open rate, clickthroughs
Social: Likes, follows, RTs, shares, etc…
User (Micro – Day to Day)
![Page 45: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/45.jpg)
Roles and responsibilities
![Page 46: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/46.jpg)
Content
managing
editor
![Page 47: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/47.jpg)
Content contributors
![Page 48: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/48.jpg)
Subject
matter
experts
![Page 49: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/49.jpg)
T & L working group
![Page 50: Presentation - Content marketing strategy](https://reader034.vdocument.in/reader034/viewer/2022051414/55af681d1a28ab37488b480a/html5/thumbnails/50.jpg)
Lead vs.
qualified lead