Planning Content for 2014
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Planning a content marketing strategy for 2014 - from a workshop hosted by 451 Marketing's Francis Skipper on 12.13.2013 at Westin Copley Place in Boston.
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Planning Content for 2014
- 1. Content Marketing: Planning for 2014
- 2. Francis Skipper EVP of Digital Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip
- 3. A QUICK STORY… I was on my morning hike…
- 4. And this group rode by on their mountain bikes
- 5. Cool! I want to learn more about mountain biking!!
- 10. A few weeks later…
- 11. A few weeks later…
- 12. A few weeks later… I want to buy a mountain bike!!
- 15. Hey! I know those guys!
- 17. Agenda Today’s Digital Landscape What is Content Marketing? Why Content Marketing? Creating Content Strategy • Plan • Create • Share • Track and Nurture Open Q&A
- 18. We’re in a Time of Change
- 19. The Way We Consume Information Has Changed One-Way Dialogue
- 20. The Way We Consume Information Has Changed Percentage of US adult mobile phone users with smartphones 61% Pew Research, Jun 2013
- 21. The Way We Communicate Has Changed
- 22. Google is Constantly Changing
- 23. Google is Constantly Changing Google circa 2000
- 24. Google is Constantly Changing Google circa 2010
- 25. Your Audience Has Changed
- 26. Audience Search Habits Navigational Queries Informational Queries Transactional Queries
- 27. Navigational Queries Informational Queries Transactional Queries 80% of all queries!
- 28. Google is Constantly Changing Google today
- 29. Google is Constantly Changing Google today
- 30. That’s Why We’re Here!
- 31. of CMOs see custom content as the future of marketing Hanley Wood
- 32. of marketers report that their organizations are shifting to branded content Forrester
- 33. Trend for 2014: Storytelling
- 34. Trend for 2014: Storytelling customers clients employees products services
- 35. What is Content Marketing? Creating and sharing relevant content with your target audience
- 36. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
- 38. Why Content Marketing? NOT a silver bullet.
- 39. TODAY, WE SELL MOUNTAIN BIKES
- 40. 1 PLAN
- 41. Define Your Audience 1 PLAN
- 42. Define Your Audience Moms Millennials 1 PLAN Businessmen Who are you sharing content with?
- 43. Define Your Audience 25 – 44 YEAR OLDS SINGLE, UNMARRIED SOME COLLEGE OR HIGHER EXAMPLE OF TARGET AUDIENCE PROFILE TECH EARLY ADOPTER 1 PLAN URBAN, NORTHEAST SOCIAL MEDIA AUTHORITY
- 44. Define Your Audience 1 PLAN 25 – 44 YEAR OLDS TECH EARLY ADOPTER SOME COLLEGE OR HIGHER
- 45. Define Audience Needs 1 PLAN Content you create should address your customers’ pain points: • a need • a problem • a desire • a challenge What are your audiences’ biggest pain points/needs?
- 46. Define Audience Needs 1 PLAN • I need info on new bikes and gear • I want to meet other mountain bikers • I want to find trails for biking What do your customers need?
- 47. Define Audience Needs What do your customers need? 1 PLAN
- 48. Define Your Goals 1 PLAN
- 49. Define Your Goals 1 PLAN “Content helps achieve business objectives, not content objectives.” -Jay Baer
- 50. Define Your Goals Top Organizational Goals for Content Marketing 1 PLAN
- 51. Define Your Goals Brand Awareness 1 PLAN
- 52. Define Your Goals 1 PLAN #1 Goal in Survey by MarketingProfs
- 53. Define Your Goals Lead Generation 1 PLAN
- 54. Define Your Goals 1 PLAN Lead Gen is #1 Goal in for B2B
- 56. Define Your Goals Customer Acquisition 1 PLAN
- 57. Define Your Goals 61% 1 PLAN
- 58. Define Your Goals Audience Engagement 1 PLAN
- 59. Define Your Goals Brand Loyalty 1 PLAN
- 60. Define Your Goals 1 PLAN
- 61. Define Your Goals Don’t forget social and search goals! 1 PLAN
- 62. Audit Existing Content 1 PLAN Catalog any existing content and categorize by: Type Date Topic Persona Repurpose content that is outdated but still valuable Identify holes or missing content
- 63. Define Major Topics 1 PLAN Think about your goals What do you want to be known for?
- 64. Define Major Topics 1 PLAN We’re THE go-to resource for • The latest in mountain bikes and gear • Biking lifestyle and how-tos
- 65. Define Team/Roles 1 PLAN • Designate an overall content coordinator • Have coordinator from each functional area • Designate members of senior management team to oversee/ contribute – adds to validity Set clear roles, expectations, and standards
- 66. Create a Calendar 1 PLAN • Color code by content type • Clearly define ownership • Create a checklist for social media promotion • Share as far in advance as possible to allow time for creation Use a shared calendar such as Google Calendar to share content plan internally
- 67. 2 CREATE
- 68. Pick Content Type Whitepapers, eBooks, Case Studies Audio or Video Content Blog and Social Posts Events and Content from Events (Webinars, Workshops) 2 CREATE Images and Infographics Email Newsletters
- 69. Pick Content Type 2 CREATE Top Content Types of2013
- 70. Pick Content Type 2 CREATE Whitepapers, eBooks, Case Studies
- 71. Pick Content Type Blogs and Social Posts 2 CREATE
- 72. Pick Content Type Images and Infographics 2 CREATE
- 73. Pick Content Type 2 CREATE Audio and Video
- 74. Pick Content Type 2 CREATE Events/ Event Content
- 75. 3SHARE
- 76. Pick Your Platforms 3SHARE For instance: • City dwellers are significantly more likely than rural residents to be on Twitter and Instagram • Women are four times as likely as men to use Pinterest • Baby boomers are the fastest growing segment of Facebook Source: Pew Research Center
- 77. 3SHARE Include a CTA SIGN UP SUBSCRIBE DOWNLOAD LEARN MORE ORDER NOW ADD TO CART REGISTER BOOKMARK US
- 78. 4TRACK & NURTURE
- 79. Establish Clear Metrics Top Content Marketing Metrics 4TRACK
- 80. Coordinate 4TRACK Have your search team track goals and traffic
- 81. Evaluate Performance 4TRACK What’s getting shared the most, by who, and when?
- 82. Take-Aways • Your audience has changed • Prior planning… • Your customers expect relevant content across channels • Great content is content that fills a need / answers a question
- 83. Questions?
- 84. Francis Skipper EVP of Digital Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip
- 85. Content Marketing: Planning for 2014