your marketing golden ticket
TRANSCRIPT
@azeckman #SocialBrand17
SOMETHING YOU SHOULD KNOW ABOUT
ME…
@azeckman #SocialBrand17
@azeckman #SocialBrand17
“SO MUCH TIME AND
SO LITTLE TO DO.”- Willy Wonka
@azeckman #SocialBrand17
HOW MANY OF YOU ARE FEELING
OVERWHELMED WITH CONTENT MARKETING
RIGHT NOW?
@azeckman #SocialBrand17
CONTENT MARKETING IS…
HARDImage Source: PopSugar
@azeckman #SocialBrand17
Consumers are
overloaded with content.
Audiences are
becoming more
sophisticated and
demanding.
Brands can’t
keep up with
demand.
Teams are not
strategic with
content.
Image Source: WordPress.com
@azeckman #SocialBrand17
37 SECONDSis the average amount of
time people spend reading
an article or blog post. - NewsCred Insights
THE CURRENT STATE
LEAD
GENERATIONis the top content marketing
goal for B2B marketers. - CMI & MarketingProfs
200 MILLION+people now use ad
blockers.- PageFair
@azeckman #SocialBrand17
“IS THE
CONTENT YOU
CREATE AND
DISTRIBUTE
DIFFERENT
THAN ANYTHING
ELSE OUT
THERE?”
@JoePulizzi Image Source: LinkedIn
@azeckman #SocialBrand17
WE’RE DOING IT WRONG
Creating content for
your brand, not your
audience.
Focusing on content
quantity, not impact.
Avoiding testing for
fear of failure.
@azeckman #SocialBrand17
I’LL BE YOUR GUIDE
TODAY
5 SWEET IDEAS FOR
OVERCOMING COMMON
CONTENT HURDLES
Image Source: movie-screencaps.com
@azeckman #SocialBrand17
“THERE IS NO EARTHLY WAY OF KNOWING,
WHICH DIRECTION THEY ARE GOING.”- Willy Wonka
@azeckman #SocialBrand17Image Source: movie-screencaps.com
#1 – Lack of Audience Insight
@azeckman #SocialBrand17
SOLUTION: IDENTIFY NEEDS
Ask customers directly.
Conduct surveys
and research.
Research top
questions asked via
search engines.
Use GA to
uncover popular
content.
@azeckman #SocialBrand17
SOLUTION: IDENTIFY NEEDS
@azeckman #SocialBrand17
SOLUTION: IDENTIFY NEEDS
@azeckman #SocialBrand17
SOLUTION: IDENTIFY NEEDS
@azeckman #SocialBrand17
• Answer the Public
• Bloomberry
• Storybase
• BuzzSumo
SOLUTION: IDENTIFY NEEDS
@azeckman #SocialBrand17
“IF YOU’LL FOLLOW ME, I HAVE SOMETHING
RATHER SPECIAL TO SHOW YOU.”- Willy Wonka
@azeckman #SocialBrand17Image Source: movie-screencaps.com
#2 – Failure to Meet Customer
Content Needs
@azeckman #SocialBrand17
SOLUTION: CONTENT EXPERIENCE
Create content
that meets their
needs.
Customers
should be at
the core.
Adjust your
content
experience
strategy
accordingly.
Collect data of
the experience.
@azeckman #SocialBrand17
• New product launch
• Increase awareness
• Over 15M views
SOLUTION: CONTENT EXPERIENCE
@azeckman #SocialBrand17
SOLUTION: CONTENT EXPERIENCE
@azeckman #SocialBrand17
“ANYTHING YOU WANT TO, DO IT.”- Willy Wonka
@azeckman #SocialBrand17Image Source: movie-screencaps.com
#3 – Limited Time, Budget
& Resources
@azeckman #SocialBrand17
Collaborate with
influencers.
Eliminate waste.
Repurpose
evergreen content.
Know that content opportunities
exist everywhere.
SOLUTION: GET CREATIVE
@azeckman #SocialBrand17
• 50% of the content was created by
influencers
• Nearly 6k shares
SOLUTION: GET CREATIVE
@azeckman #SocialBrand17
• Original blog post had over 2k shares
• Repurposed eBook on SlideShare had
over 36k views
SOLUTION: GET CREATIVE
@azeckman #SocialBrand17
“INVENTION, MY DEAR FRIENDS, IS 93%
PERSPIRATION, 6% ELECTRICITY, 4%
EVAPORATION, AND 2% BUTTERSCOTCH
RIPPLE.”- Willy Wonka
@azeckman #SocialBrand17Image Source: movie-screencaps.com
#4 – Not Understanding What
Content Works
@azeckman #SocialBrand17
SOLUTION: TEST CONTENT TYPESFocus on types that
encourage engagement.
Optimize for multiple
devices.
Test before you
invest.Find interesting ways to
TELL STORIES!.
@azeckman #SocialBrand17
• Interactive content
• 100% influencer amplification
• 18M Impressions
• 2,227 views between 30
seconds and 2 minutes
(average is 37 seconds)
SOLUTION: TEST CONTENT TYPES
@azeckman #SocialBrand17
• Content was created to promote the survey including
media coverage, webinar, contributed articles, blog
posts.
• 30% conversion rate = 2000+ downloads
• Over 1000 new contacts added to nurture
SOLUTION: TEST CONTENT TYPES
@azeckman #SocialBrand17
“DON’T JUST STAND THERE, DO
SOMETHING.”- Willy Wonka
@azeckman #SocialBrand17Image Source: movie-screencaps.com
#5 – Lack of Brand Credibility
@azeckman #SocialBrand17
Present the same POV on
multiple channels.
Answer the questions
your audience is
searching for.
Answer these questions in a way
that is optimized for the
customer experience
Integrate with other tactics
such as events, webinars
and SEO.
SOLUTION: BUILD BRAND AUTHORITY
@azeckman #SocialBrand17
Content Topic
or Theme
Blog &
Website
Content
Anchor
Assets
PPC
Paid Social
Organic
Social
Best
Answer
Events
Webinars
3rd Party
Editorial
SOLUTION: BUILD BRAND AUTHORITY
@azeckman #SocialBrand17
SOLUTION: BUILD BRAND AUTHORITY
@azeckman #SocialBrand17
SO…
@azeckman #SocialBrand17
WHAT WOULD IT TAKE TO TURN YOUR
CONTENT HURDLES INTO
OPPORTUNITIES?
@azeckman #SocialBrand17
WHAT IMPACT COULD YOU HAVE?
@azeckman #SocialBrand17
WHAT WOULD THAT COST?
@azeckman #SocialBrand17
WHAT IS THE COST IF YOU DON’T?
@azeckman #SocialBrand17
YOUR CHALLENGE
• Do you know what your
audience wants?
• Are you creating a great
experience?
• Is your process efficient?
• What are you testing?
• Are you the best answer for
what your customers are
searching for?
Identify Opportunities
• Research your customers.
• Develop a strategy.
• Execute on the plan.
• Optimize the plan.
Create Your Plan
• Technology
• People
• Publishing Platforms
• Interactive Platforms
• Content Platforms
Forecast Costs
@azeckman #SocialBrand17
THANK YOU!
@azeckman
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