Getting the Content You Need
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Content Marketing 101 aggregating, curating and originating content. 11 rules of content marketing
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Getting the Content You Need
- 1. GETTING THE CONTENT YOU NEED Developing and Curating Content for Marketing MICHAEL PROCOPIO @MichaelProcopio Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
- 2. What’s the Goal? The constant delivery of content that is interesting to the target and indirectly drives sales. 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 2
- 3. Why Content? 77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival. Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-atads/>. Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 3
- 4. And search has changed Google’s Penguin release means quality content is the paramount route for SEO and discoverability. Source: multiple SEO experts, including @CSPenn Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 4
- 5. Content is…. 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 5
- 6. Content is…INFORMATIVE 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 6
- 7. Content is…INSTRUCTIONAL 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 7
- 8. Content is…ENTERTAINING 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 8
- 9. High-quality infographics are 30x more likely to be read than text articles Source: http://ansonalex.com/infographics/infographic-effectiveness-statistics-infographic/ 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 9
- 10. Content Makes Money 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 10
- 11. THE PROCESS 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 11
- 12. 1. Develop Personas Before 25 Jan 2013 After Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 12
- 13. 2. Mine Existing Content Signage Print brochures Packaging Direct Mail Manuals Web Site Call center script Advertisements Events 25 Jan 2013 In-person conversations Annual report Press release Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 13
- 14. 3. Audit Content 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 14
- 15. 4. Generate a Topic and Keyword List Add to or subtract from the topic list from the audit 25 Jan 2013 Use your top organic keywords vs. Just keyword research Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 15
- 16. 5. Create a Content Conversion Plan - MOVING READERS TO THE NEXT STEP New contact to newsletter Newsletter Newsletter Sign-up page Sign-up page new service new service Existing user to cool new service 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 16
- 17. 6. Content for the Buyer’s Journey 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 17
- 18. Shor Shor ‘Soc t ‘Soc t ‘Spik ‘Spik ial for Visu ial Visu for e’ e’ al pos m al pos m camp camp ter’ con cont ter’ con cont aign aign con ten ent con ten ent cont cont ten t for t ten for ent ent t soci Periodic soci General Visualt content General al fan al content drives scale imagery calendar acquisition and WOM and based at scale through product on tone of network at 2x info voice rate of nonvisual Lon Lon g Vide g Vide for o for o con m con m ten con ten con ten t ten t t t Content Video content optimized for e.g. product enthusiasts and search demos primed to feed search SEARCH SOCIAL Develop a Spectrum of Content 18
- 19. 7. Editorial Calendar • How much content, • How often • Specifically when it will publish. • Who’s the audience • Content requirements • Responsibilities • Schedule 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 19
- 20. 8. Make it Worth Sharing 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 20
- 21. Make the Content Sharable In Email Inside PDF On Blog 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 21
- 22. 9. Spread/Share Your Content 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 22
- 23. WHERE DO I GET ALL THIS CONTENT 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 23
- 24. Content Types Aggregated Original Curated Automated 25 Jan 2013 Manual Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 24
- 25. Original Content Your experts Interviews User Generated Polls, Surveys & Research 25 Jan 2013 Commission Content Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 25
- 26. It can be easy and impactful, change this… VW celebrates the final VW celebrates the final journey of the Shuttle journey of the Shuttle Endeavour. What an Endeavour. What an adventure it has been. adventure it has been. Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 26
- 27. …To this SPOTTED: Shuttlebug Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 27
- 28. What is Curation? “Finding, grouping, organizing and sharing the best of relevant content.” - Donna Pappacosta 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 28
- 29. Why is Curated Content Valuable to Your Audience? “It’s not information overload. It’s filter failure.” Clay Shirky You are the expert filter! 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 29
- 30. Aggregation vs. Curation 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. Source 2 Source 1 Source 2 Source 1 Combine + Filter by Keyword 30
- 31. EXAMPLES OF CURATED CONTENT 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 31
- 32. 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 32
- 33. Set up independent of company Original content The rest is curated by the editor. Newsletter signup According to the Pawan Deshpande, CEO of Curata, this According to the Pawan Deshpande, CEO of Curata, this site has made verneglobal the go-to experts when the site has made verneglobal the go-to experts when the media has aaquestion about green datacenters. media has question about green datacenters. 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. Sponsored by verneglobal 33
- 34. 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 34
- 35. Partial List of Aggregation & Curation Tools • • • • • • • Delicious Pearltrees Diigo Storify Scoop.it Paper.li Triberr 25 Jan 2013 • • • • • • Google+ Sparks Tumblr Magnify.net Curata Curation Station Spundge Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 35
- 36. Ideas for Curated Content • • • • • • • • • Case studies Expert tips and advice Industry news Infographics Interviews Photos Presentations Reviews of events or books Videos, podcasts 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 36
- 37. 10. Reuse and Repurpose 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 37
- 38. 11. Measure • Which content is working – make more like it. • Are all targeted personas being engaged? • Which channels are working for which type of content and which personas? 25 Jan 2013 Source: 2013 B2C Content Marketing Benchmarks, Budgets and Trends from the Content Marketing Institute and MarketingProfs Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 38
- 39. Let's Review 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 39
- 40. A Well Oiled Content Marketing Machine Courtesy of: Marketing Interactions, Inc. 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 40
- 41. The Pay Off 93% of buying cycles start with a search SO, you’ll get “free” brand awareness. 88% of clicks come from Organic search (free) vs Paid search ($$) 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 41
- 42. ROI $$ Returned on $$ Invested One blog post, one LinkedIn msg & one tweet about post = 2567% ROI details - http://bit.ly/csmny-roi 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 42
- 43. How to Measure Your Success 1. # people spreading your word (retweets/shares, mentions) 2. # people asking questions 3. # people clicking on link in content to your site 4. # people clicking on content link to sign up for something (newsletter, webinar, whitepaper) 5. # people going from content to lead 6. # people going from content to lead to sale 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 43
- 44. HOW CAN WE HELP? MICHAEL PROCOPIO Tel: +1-805-776-3434 email: mjp@mprocopio.com Also find me on: My Social Media Blog | LinkedIn | Twitter SlideShare | Google+ | Facebook | Quora 25 Jan 2013 Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 44
Notas do Editor
- Since the release of ‘penguin’ Google has made it clear that traditional SEO methods will decline in efficacy, giving way to quality content as the paramount route to discoverability. The Rise of Real Content means that brands can no longer seek quick SEO fixes to drive organic traffic to their owned properties. They must create real content that drives actual engagement in order to earn the Google juice. Google is also using social signals and context from content and engagement on Google+ to determine quality of content and AuthorRank as signals for which content to display.
- The dynamic between social and search is realized by developing a spectrum of content, from short-form content optimized for social, to long-form content optimized for search. Visual content and social poster content that combines visuals overlaid with text, straddle the line between social and search.
- create compelling real-time content that is conversation aware and creative. For example, when the Space Shuttle Endeavour was on its final voyage, the topic became the #2 trend on Twitter and high on Facebook. Volkswagen took note and decided to join the conversation. Acceptable to write a simple, note and post it to Facebook, but sort of boring. For example, “VW celebrates the final journey of the Shuttle Endeavour. What an adventure it has been.”
- Instead, the Volskwagen social media team put its own visual VW spin on the story. With discussion about the new VW Beetle convertible starting to bubble up about the same time, the VW social team took an image of the Shuttle Endeavour being transported on the back of a 747 and updated it with an image of a “VW Shuttlebug.” The post simply said: “SPOTTED: Shuttlebug.” The community went wild for it, sharing the image nearly 2,000 times. In fact, the post generated 6 times the engagement of the typical visual post on the VW Facebook page. Combining a popular conversation with a compelling image works.
- Increased brand awareness. 93% of buying cycles start with a search online, so if your company shows up high in the search results, you’ll get “free” brand awareness. 88% of clicks come from organic search. The remaining 12% of clicks go to paid keywords (pay per click). 88% 12% Brand Awareness www.google.com/search/increase_brand_awareness/ PAY PER CLICK ORGANIC SEARCH
- Steps Develop Buyer Personas Mine existing content Audit content Generate topic and keyword list Create content conversion plan Content for the buyers journey Editorial calendar Make it worth sharing Share and spread it. Reuse and repurpose Measure