Content Marketing Plan

1. What‟s Being Said About Direct TV
online

2. DIRECTTV.COM
CONTENT
MARKETING PLAN
12.14.12
Presented by Akilah McMullan

3. Mission/Objective/Goal
 The purpose of this content marketing plan is to provide
educational material for consumers on the products and
services available on directtv.com by:
 Becoming a „go-to‟ site for trends, interests and innovations in the
televised digital space
 Improving clients relations/retention by highlighting our many client
services features available on site
 Attracting new customers through positive word-of-mouth, and specials
& promotions run on-site, and through other outlets later outlined in this
plan
 Increasing social media reach that will help boost organic SEO
placement, reinforce positive references about our business online an
assist in meeting the first three goals

4. Identifying Prospects
 Where is the bulk of our existing Indicators (KPIs)
traffic coming from?
 KPIs related to business objective:
 What existing platforms can we How many lead generations and
improve upon to engage and grow direct conversions our happening
existing audience? already (sites with conversion rates of
7% or higher)
 What avenues are we not using that
 KPIs related to the content
may be effective in generating new
marketing objective:new places
leads and increasing conversions? where we can establish brand
 Who are the social influencers that awareness and overall
can help spread the word? How improvements in brand reputation
frequently do they post? Credibility online
in our field?  KPIs related to the conversations:
Measuring the number of
 How soon could other outlets begin conversations (positive vs. negative,
promoting our initiatives? (relates to was it impactful?, ect.) from previous
every KPI) promoted products and services of
similar brands
 Key Performance

5. Target Audience
Millennials
Spend between $170-$200 billion a Existing Customers
year Negative Reviews customer
heavy internet users – 93% of adults 18- complaints billing issues
directtv.comhas more than 8 million
29 go online daily 83% rely on USER unique visitors per month
GENERATED CONTENT
when researching a product or service to
purchase
Social
Influencers/Bloggers
Amplify brand message
positive reinforcement of
products & services link building

6. Recommended Placement
Existing Social Media Sites Partner
Website
s
•techcrunch.com
Blogs
•geekwire.com
•igamemom.com
•adoptionistas.com
Listen to what is selective placement of when people are
being said about Direct TV initiatives on inquiring
you and various partner sites, about products &
see how people establish services,
have been influencer relationships, have complaints,
responding to
your content
ensure
everything is available
ect. Positively
chime in and direct
YouTube
in the digital them
form to directtv.com
shorts

7. Why these places?
Social Media-you‟re already there so utilize it! Social media mentions are an ea
and cost-effective way to boost organic SEO placement, link build and it enables you
gain valuable first-hand customer insights.
Websites this site from work.
•techcrunch.com-authoritative link; reaches Blogs
over 12 million unique visitors & 37 million page •igamemom.com– more than 7,000 unique
views per month visitors per month; reviews apps and games for
•geekwire.com-an independent technology children…opportunity to promote Direct TV app
news site and online community; nearly 20,000 for free TV and movie streaming on-the-go
unique monthly visitors; frequented by males • other “mid-tier” blogs because they have a loyal
who are in the age range 25-34, have no following and tend to have the strongest impact
children, are college educated and browse as influencers
YouTube Shorts
You‟re a television company, video marketing just makes sense ☺.
Premise: Cut out the middleman and go directly to the source. Directtv.com, your source for ______ (service
savings, entertainment, news, ect.)

8. Gaining Placement
 You already have access to your Social Media Sites
 Just ask! Smaller blogs/websites want to be recognized and
increase there own site traffic, so more than likely they‟ll be flattered
to be selected
 Offer discounted or free service for a trial period as a trade off for
“product placement” within blog posts
 Let them be the FIRST to try a new product or service (ex. “Be the
first to try the genie HD DVR and tell us what you think”)
 Take the scenic route and submit through the advertising
department of the website/blog

9. Content Assets
 Videos created for YouTube shorts
 Comparative infographics about satellite vs.
cable for partner website submittals and to add
on social sites
 other graphic designs needed to market
specific products and services digitally

10. Tracking Success
Partner Websites/Blogs/Social Media (tracking daily, weekly, monthly)
Track conversion from blogs/websites through a touch-point conversion landing
page
 Currently using Omniture, Levexis, Facebook Domain Insights, Omniture Adobe
Test
and Target, Omniture Adobe Test and Target mboxCreate,
Questions to answer to measure
OmnitureSiteCatalyst,
success: Technologies to measure your website.
and Tea Leaf
 Have we seen an increase in retention
Social Success (tracked daily,
weekly, monthly)
Rates and renewals? Track if user engagement is steadily
 Have we seen a decrease in complaints increasing each week
on our social pages?  response to new content (positive
vs. negative)
 Have we established new relationships with
 increased site traffic to 24/7
credible social influencers? If so, what have we customer service pages on
gained? Lead generations? Conversions? directtv.com
What
percentage?
 Is our target audience responding to us? If
so, what is the sentiment?

11. Risk
The LARGEST risk you are taking is allowing
others to dictate what is being said about you
online.

12. Sources
 Articles/Studies
 http://pewresearch.org/millennials/teen-internet-use-graphic.php
 http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Gen-Y-The-
Next-Generation-of-Spenders-79884.aspx
 http://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.html
 http://www.remodeling.hw.net/remodeling-trends/move-over-boomers-gen-y-has-
purchasing-power.aspx
 http://www.bazaarvoice.com/files/whitepapers/BV_whitepaper_millenials.pdf
 http://www.marketingteacher.com/lesson-store/lesson-six-living-
generations.html#
 http://felixrelationshipmarketing.com/lead-generation-millennials-buying-power
Helpful websites:
alexa.com
marketing.grader.com
conversationmanagement.biz