supply chain and logistics content marketing strategy
TRANSCRIPT
![Page 1: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/1.jpg)
![Page 2: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/2.jpg)
Regional marketing
goals
![Page 3: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/3.jpg)
Why content marketing ?
![Page 4: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/4.jpg)
![Page 5: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/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: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/6.jpg)
![Page 7: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/7.jpg)
Spray and pray should only be for video games
![Page 8: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/8.jpg)
No coordinated or focused marketing
approach
![Page 9: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/9.jpg)
All about the
![Page 10: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/10.jpg)
Ads vs. Content
![Page 11: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/11.jpg)
Content assets
![Page 12: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/12.jpg)
Calgary Region as a media company
![Page 13: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/13.jpg)
Content marketing goals
![Page 14: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/14.jpg)
Editorial mission statement
Audience Product Outcome
![Page 15: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/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: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/16.jpg)
Primary goals
1. Lead generation 2. Region brand awareness 3. Subject matter experts Thought leaders
![Page 17: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/17.jpg)
Audience and Personas
![Page 18: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/18.jpg)
Shipper Steve
![Page 19: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/19.jpg)
Broker Becky
![Page 20: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/20.jpg)
Third persona?
![Page 21: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/21.jpg)
Buyer’s Journey
![Page 22: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/22.jpg)
![Page 23: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/23.jpg)
PWC Business driver
![Page 24: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/24.jpg)
Content to develop
![Page 25: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/25.jpg)
Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
![Page 26: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/26.jpg)
They ask = You answer
Cost/price Problems/issues Best of Reviews
![Page 27: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/27.jpg)
![Page 28: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/28.jpg)
Content format
![Page 29: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/29.jpg)
![Page 30: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/30.jpg)
![Page 31: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/31.jpg)
They ask = You answer
Cost/price Problems/issues Best of Reviews
![Page 32: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/32.jpg)
![Page 33: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/33.jpg)
![Page 34: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/34.jpg)
Distribution and amplification
![Page 35: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/35.jpg)
Email Influencers Calgary Region network Social (Linkedin) Native advertising
![Page 36: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/36.jpg)
Timeline
![Page 37: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/37.jpg)
Measurement and reporting
![Page 38: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/38.jpg)
Primary goals
1. Lead generation 2. Region brand awareness 3. Subject matter experts Thought leaders
![Page 39: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/39.jpg)
Content marketing measurement
Consumptions Engagement Leads Sales (Conversions)
![Page 40: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/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
Building the analy.cs pyramid
Primary Indicators – these are what you report on. These are GOALS – and your progress toward mee9ng those goals. Secondary indicators – these are repor9ng 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 9me.
![Page 41: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/41.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 ac.onable. Giving decision-‐makers what they need, and a clear direc9on on how they can help. Frees you to experiment & change – Not repor9ng secondary or user indicators frees from the “always up and to the right” mentality of every graph. Frees departmental compe..on – Measure the content, not the team. Evolve beyond measuring against each other in siloed KPI’s
![Page 42: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/42.jpg)
Primary (Macro)
# of leads # of qualified leads % of converted leads % of leads to qualified leads
![Page 43: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/43.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 44: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/44.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 45: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/45.jpg)
Email: open rate, clickthroughs Social: Likes, follows, RTs, shares, etc…
User (Micro – Day to Day)
![Page 46: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/46.jpg)
Roles and responsibilities
![Page 47: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/47.jpg)
Content managing
editor
![Page 48: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/48.jpg)
Content contributors
![Page 49: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/49.jpg)
Subject matter experts
![Page 50: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/50.jpg)
T & L working group
![Page 51: Supply chain and logistics content marketing strategy](https://reader031.vdocument.in/reader031/viewer/2022032114/55a70ace1a28ab210b8b47dc/html5/thumbnails/51.jpg)
Lead vs. qualified lead