A detailed overview by David Erickson of e-Strategy Media of the complete elements of content marketing from identifying your audience and choosing your marketing channels, to developing and optimizing content, driving traffic and measuring results.
3. Content Marketing Is Not New
• The Furrow
• John Deere Magazine
• 1895-Present
• Things Of Interest To Farmers
• Not Exclusively Tractors Or Machinery
4. • KISS Comics
• 1977-2013
• Brand Awareness
• Current Fans
• Next Generation
Fans
• KISS Army
• Official Fan Club
• 100,000 Members
• $5000 A Day
Content Marketing Is Not New
6. Personas
• Top Audience(s) Personified
• Who Are They?
• What Are Their Problems?
• What Are Their Needs?
• What Is Their Daily Life Like?
• What Are Their Hopes & Fears?
• What Content Do They Want?
• One-Page Description
• Keeps Team Focused On Audience
8. Content Mapping
• Topics
• Touch Points
• Distribution Channels
• Content Format
• Devices
• Journey Stage
9. Content Development
• Keyword Research
• Social Listening Research
• Social Sharing Research
• Customer Feedback
• Brand Advocates
• Internal Experts
• Original Research/Data
• External Experts/Influencers
10. Owned Media: Website
• Home Base/Hub
• Controlled Content
• Design
• Site Architecture
• User-Friendly
• Search-Friendly
• Mobile-Friendly
• Owned Data
11. Owned Media: Blog
• Publishing Platform
• Immediate
• Ad Hoc
• Flexible
• Text
• Images
• Embedded
• Documents
• Social Media
• Interactive
• Video
• Podcasts
• Inbound Marketing
19. Earned Media: SEO
• Search Engines
• Web
• Images
• News
• Local
• eCommerce
• Social Media
• Video
• Audio
• Podcasts
• Apps
20. Earned Media: Word Of Mouth
• Buzz Prompted By:
• Consumer Experience
• Media Coverage
• Mobile Notifications
• Trending Social
• Search Results
• Digital Assistants
• Peer-To-Peer
• Most Trusted Source
• Unquantifiable
21. Paid Media: Advertising
• TV
• Radio
• Print
• Outdoor
• Direct Mail
• Event Sponsorship
• Display
• Native
• Video
• Audio
• Search
• Social
• Mobile
24. Delivery Devices: Smart Home
• Voice/Gesture Activated
• Anthropomorphized
• Conversational
• Utilitarian
• Entertaining
• Devices:
• Microsoft Xbox
• Amazon Echo
• Google Home
• Apple HomePod
• Nest
• Ring
25. Delivery Devices: Television
• Live
• On-Demand
• Over The Top
• Streaming
• Devices:
• Dumb TVs
• DVRs
• Smart TVs
• TV Apps
• Apple AirPlay
• Amazon Fire
• Apple TV
• Google Chromecast
26. Delivery Devices: Radio
• At Home
• In Transit
• At Work
• At Play
• Solo Listening
• Devices:
• AM/FM Radios
• Satellite Radio
• Mobile Apps
• TV Apps
• Smart Speakers
27. Delivery Devices: Print
• User Experience
• Pass-Along Value
• Devices:
• Newspapers
• Magazines
• Direct Mail
• Books
• Measurement Challenges
28. Delivery Devices: Immersive
• Video Games
• 360 Video/Photos
• Augmented Reality
• Virtual Reality
• Devices:
• Home Consoles
• Portable Consoles
• Mobile Apps
• Google Cardboard
• Samsung Gear VR
• HTC Vive
• Oculus Rift
29. Delivery Devices: Vehicles
• Air Travel
• Ride Sharing
• Self-Driving Vehicles
• Devices:
• Uber/Lyft
• Tesla
• Google
30. Content Library
• System For Cataloging Content
• “Librarians” Who Know Where To Look
• Titles & URLs
• Category
• Publish Date
• Post, Pages, Landing Pages
• Owned Off-Site Content
• Earned Media
• Shared Repository/Spreadsheet
31. Content Calendar
• Monthly Topic Focus
• Communications Activities
• Media Relations
• Press Releases
• Blog Posts
• Newsletters
• Social Media
• Advertising
• Personas
• Customer Journey
• Shared/Collaborative Document
32. Marketing Analytics
• Website Analytics
• User Session Recordings
• Email Analytics
• Social Media Analytics
• Mobile App Analytics
• Podcast Analytics
• Advertising Analytics
• Things To Measure:
• Awareness
• Reach
• Engagement
• Attention
• Conversions
• Sales
Image courtesy Nick Ares: https://flic.kr/p/7hmBAz
Image courtesy Steven Lilley: https://flic.kr/p/aj1B2b
Image courtesy Death To The Stock Photo
What content do your customers & potential customers need along their journey?
Image courtesy http://informedmag.com/ via Informedmag on Flickr: https://flic.kr/p/SHjCYZ