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ContentMarketing_BestPractices_small

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  1. 1. Content Marketing • Best Practices in Development and Distribution CONTENT MARKETING BEST PRACTICES: DEVELOPMENT AND
  2. 2. +xxx DIFFERENTIATORS What We Plan to Show You Today • Content marketing is a emerging ‘must-have’ channel • Content delivers measureable ROI • Building an effective content marketing plan • Winning through advanced content distribution • Measuring the success of your content efforts
  3. 3. What is Content Marketing? A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Creating Distributing Valuable Relevant Consistent Source: Content Marketing Institute
  4. 4. THE BUSINESS CASE
  5. 5. Top 4 Values of Content Marketing: • Lasting and permanent • Serves two masters • Gains trust, trust gains customers • Reaches Millennials better than advertising Why Content Marketing? A study by Kapost and Eloqua found that content marketing ROI outweighed the ROI of paid search by more than 3x. • CPL from paid search was $111.11 • CPL for content marketing was $32.25 Sales Force Marketing reports on a study by TMG Custom Media that found that 78% of consumers believe that organizations that offer custom content are interested in building good relationships with them. Source: Content Marketing Institute Customer Information SEO Content
  6. 6. Top 3 goals of content marketing Why Content Marketing? Source: LinkedIn Technology Marketing Community Lead Generation (59%) Market Education (43%) Brand Awareness (40%)
  7. 7. 72% of marketers think that branded content is more effective than magazine advertisements. 69% say it’s superior to direct mail and PR. Why Content Marketing? Source: The Content Council
  8. 8. 70% of marketers lack a consistent or integrated content strategy. But… Source: Altimeter Group: Content Marketing Software Landscape
  9. 9. What’s stopping you?
  10. 10. STRATEGY & GOVERNANCE
  11. 11. Effective Content Marketing
  12. 12. STRATEGY SCHED ULE Effective Content Marketing
  13. 13. Creating a Content Marketing Plan Research: • What are people saying about your brand? • How are people interacting with your brand? • What is the competition doing? Not doing?
  14. 14. • Find an external style guide • Use as a template • Highlight what makes you different • Clearly define your editorial tone and brand voice • Website ≠ Blog ≠ Social • Define visual content guides • 3 Vs: Volume, Value, Variety • EVOLVE WITH TIME Creating a Content Marketing Style Guide
  15. 15. Creating a Content Marketing Calendar
  16. 16. 52% of marketers support 2 to 4 roles and buyer personas with dedicated content. 48% of marketers support 3 to 5 buying stages with dedicated content. Creating a Content Marketing Segmentation Strategy Content Segmentation: • By Product/Service Category • By Buyer Persona • By Vertical • By Buying Cycle Stage • By Pain Point Source: LinkedIn Technology Marketing Community
  17. 17. Effective Content Marketing SEO RELEVA NCE AUTHENTI CITY
  18. 18. Includes: • Information and ideas • Relevance Effective Content Marketing
  19. 19. Includes: • Information and ideas • Relevance • Tell stories • Authenticity Effective Content Marketing
  20. 20. Includes: • Information and ideas • Relevance • Tell stories • Authenticity • Text, photos and videos in combination • Avoid click-bait, cheap or misleading information Effective Content Marketing
  21. 21. Includes: • Information and ideas • Relevance • Tell stories • Authenticity • Text, photos and videos in combination • Avoid click-bait, cheap or misleading information • Bite-size, sharable content Effective Content Marketing
  22. 22. Edit your content into shareable “Social Objects”
  23. 23. Share 3rd party Bass Fishing video with link to content piece Creating “Social Objects” “16 Great Bass Fishing spots. Did your favorite spot make the cut? #OnlyinMN” “Best #Bass fishing in MN. Find your new honey-hole. #OnlyinMN” Bass Fishing Pinterest Board with photos for each ranked spot 59% of content marketers repurpose the average content asset 2 to 5 times. Highlight one featured Location per Monthly Newsletter
  24. 24. Content Creation vs. Content Curation 94% 73%
  25. 25. Content Curation Sources National • Travel Trades • Brand USA • Press • Bloggers/Social Influencers State • Travel Trades • Tourism • Press • Visitors Guide Local • Attractions • Hoteliers • Restaurants • Festivals/Events • Neighboring destinations Social Channels Website Content
  26. 26. Effective Content Marketing
  27. 27. Always include: • Customer-centric keywords (text) • Strategic third-party linking • Skyscraper Technique • Rich Meta-Data • Page Title • Page Description • Page Keywords • Image ALT tags • Image Title • Image Description Write for SEO
  28. 28. Always: • Push for regular engagement • Budget for ‘boosting’ • Respond immediately • Remember…the customer is ALWAYS right • Think color theory Write for Social
  29. 29. Always: • Regular engagement • Budget for ‘boosting’ • Respond immediately • Remember…the customer is ALWAYS right • Know your color theory Write for Social 60% of the time, people decide whether they are attracted to a social media marketing message or not based on color alone. Red is great for promoting a sale or offer Blue is better for getting likes Black is best for images conveying luxury Pink is popular for being romantic Orange is best for getting attention Green is best for conveying values/ethics. Source: ColorMatters
  30. 30. Write for Social Pinterest • Reddish-orange images get more love, with twice the repins of blue images • Users also prefer images with multiple colors sharing the spotlight – these images receive 3.25 times the number of repins as those with only one main color Instagram • Images that are mostly blue get 24% more likes than pictures featuring red as the dominant color • Images with one single color dominating get 17% more likes Facebook • Images with a dominant blue theme (complimenting the Facebook color palate) earn greater engagement scores Source: ColorMatters
  31. 31. Always: • Regular engagement • Budget for ‘boosting’ • Respond immediately • Remember…the customer is ALWAYS right • Know your color theory • Cross-pollinate social channels • Facebook ≠ Twitter ≠ LinkedIn • Drive to website, Drive to partners • Drive to conversion points Write for Social
  32. 32. Always: • Dedicate SEM budget for content promotion efforts • A/B/N Test Headlines and Content • Deep link your Adwords • Use campaign specific URLs Paid Search Content Amplification
  33. 33. Native Content Amplification
  34. 34. Native Content Distribution
  35. 35. Distribute via Email Email boasts a ROI of up to 44:1, more than any other channel Source: WhatCounts
  36. 36. Email’s Missed Opportunities Best Practices: • Build list segments • At Opt-In • Using Implied Interest • Run Multi-variant Tests • Retarget your lists • Run Automation
  37. 37. Effective Content Marketing
  38. 38. Measuring Content Activities Awareness • Traffic / Page Views / Time Onsite or Onpage • Content Downloads • Inbound Links / Page Rank • Fans / Followers • Mentions / Comments / Shares Consideration • Opens / Click- Throughs • Visitors Guide Requests • Inquiries / Database Growth • eNewsletter Form Submission Rate • Funnel Conversion • RFPs Received Conversions • Qualified Leads • Sales Opportunities • Day-Trippers • Overnight Stays • Festival Attendance • ADR Increases Define Appropriate Key Performance Indicators (KPIs)
  39. 39. Measuring Content Activities Content Engagement – Completed Read Rate 17% 19% 18% 47% 21% 11% 11% 28% } } } } } } } }
  40. 40. Measuring Content Activities  Time on Page /  Bounce Rate
  41. 41. Person is exposed to your content Person reviews content on your site Person clicks on an embedded link out to a highlighted partner Tracking captures click out to external partner site Reporting ties ‘click- out’ back to original media impression and attributes value (ROI) 5 1 2 3 4 Measuring Content Activities Partner ‘Click-Outs’
  42. 42. © 2015 Thank you ! Questions?

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