How To Plan and Build A Successful Content Marketing Strategy
How To Plan and Build A Successful Content Marketing Strategy
How To Plan and Build A Successful Content Marketing Strategy
Successful Content
Marketing Strategy
chael Brenner
wsCred - Head of Strategy
rennerMichael
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Agenda
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Content Marketing
Success
Building a Successful
Content Strategy
4.75 billion
1.8 billion
500 million
700 million
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Marketing used to be about making a
myth and telling it. Now its about
telling a truth and sharing it.
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e
The buyer journey is nothing more
- IDC -
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e
Online Communities
Search Engines
eBooks
Email Newsletters
Editorial Articles
White Papers
Podcasts
Case Studies
Online Videos
Webcasts
Virtual Trade Shows
Product Literature
Trial Software
Online Vendor Demos
Awareness
Begin
decision
process
Align IT with
business
objectives
Consideration
Explore
technology
options
Preference
Determine
solution
strategy
Assess ROI
Identify
business
problem
Establish
requirements/
build RFP
Research
products/
vendors
Research
solutions
Build
short
list
Make
decision
Content marketing is the marketing and business process for creating and distribu
relevant and valuable content to attract, acquire, and engage a clearly defined and
understood target audience - with the objective of driving profitable customer actio
-Content Marketing Institute
Not Advertising or PR
Owned media
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Brand
Purpose
Content
Marketing
What
Customers
Want
Charity
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We need to stop interrupting what
- CRAIG DAVIS -
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Content Marketing
Success
Building a Successful
Content Strategy
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Why?
Whats the Business Case?
How?
Team, actions, and budgets needed.
What?
Show results tied to your business objectives.
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Discovery
Destination
Team
Customer
Journey
Topic Models
KPIs /
Reporting
Optimization
Business Case
Branding/Design
Structure
Content by Stage
Define report
Content
Current State
Platform
Agency
Topics
Conversions
Who / when?
Platform
Budget
Firm Integration
NewsCred
Types
Subscriptions
Distribution
Distribution
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Content marketing m
Become a destination for [target aud
interested in [topics]. To help the
[customer value].
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Content
Marketer /
Editor
Strategizes, writes,
and oversees
content projects to
ensure brand
consistency and
alignment with
Community
Manager
Distributes content
across social
channels, engages
online communities,
and contributes to
content projects.
Analytics
Designer
performers,
conversion
optimization and
measurement
Curation
Fines and repurposes the best
content from your
business and from
around the web.
Contributors
SEO / Paid
Specialist
communications.
business
objectives.
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Make sure all stakeholders understand your mission statement and business goals
Determine who needs to sign off on content
Set approval processes for publishing and sharing content in order to cut down on
back-and-forth
Leverage technology to automate that entire process is a great way to get ahead
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Content Marketing
Success
Building a Successful
Content Strategy
Late-Stage
Content
66%
28%
Middle-Stage
Content
Early Stage
Middle Stage
Late Stage
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Reviews
Comments
Blogs
Forums
Discover
Consider
Decide
Why buy?
Educate
Search
What
When
Who
Trust
Capability
Capacity
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Defining Topics
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Evaluation
Purchase
Retain
Customer Stage
Consistent cadence of TOFU/MOFU content as well as personalized
recommendations, service options, case studies, etc.
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Licensed Content
Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
Social Content
Leverage snackable content through UGC that
engages your target audience.
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Earned
Paid
Converged
Owned
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Distribution Recommendations
Client
Influencer
Publisher
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Blog Benchmarks
Bounce Rate
85%
1.3 Average
Time Spent
On Site
Uniques Per
Month
46 Seconds
346,400
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Content Marketing
Success
Building a Successful
Content Strategy
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Custom engagements
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Brand Strategy
Understanding your brand's identity is key to understanding the type of content that your brand should source and create. Content marketing should always convey your unique brand personality
consistently, from the photos that you publish to the blog posts that you create.
What is your brands ambition or purpose?
Content Strategy
Our mission is to help brands simplify and scale their entire content marketing process: content planning, discovery, creation, publishing, distribution and measurement. Understanding your current process
and challenges as well as your future goals will help us shape a content marketing strategy unique to your brand, resources, internal creative/compliance processes.
Who is the organization responsible
for your content strategy?
Distribution Strategy
Distribution is just as important as the content itself. It is important to understand which channels will reach your target audience and how you should share content across each channel.
What channels do you use for organic distribution?
Persona
Stage
Questions/Concerns
Keywords
Xyz
Early
Xyz
Xyz
Middle
Xyz
Xyz
Late
Xyz
Xyz
Persona
Stage
Questions/Concerns
Keywords
Xyz
Early
Xyz
Xyz
Middle
Xyz
Xyz
Late
Xyz
Xyz
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SUCCESS METRICS
MEDIA METRICS
What do we measure?
CONTENT PERFORMANCE
Impressions
Social shares
Time spent
Return visits
AUDIENCE ENGAGEMENT
Subscriber / audience size
Share of voice
Audience penetration across org
BRAND AWARENESS
Brand lift
Perception / attitudinal change
Figure out what questions your customers ask (Google) what content
they share (Social) and what channels they use.
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Thank you!
Learn more about our strategy services:
http://newscred.com/learn-professional-services
Enter our raffle for a free
Content Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle
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