Content marketing framework - Melt Content - BrightonSEO September 2016
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How to develop a Content Marketing Framework that helps with the creation and deployment of successful content strategies. This presentation provides a guide to the processes, tools, and tips, which can be utilised across many industries and niches. Helene from Melt Content presented this guide to how to develop content marketing strategies at BrightonSEO in September 2016. The framework provides an outline of what should be considered when developing a content strategy. To complement this presentation, we have created a downloadable set of guides and graphics, plus a video of the presentation, which can be found at meltcontent.com/CMF
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Content marketing framework - Melt Content - BrightonSEO September 2016
- 1. www.meltcontent.com Melt Content Unit 508 Metal Box Factory 30 Great Guildford Street London, SE1 0HS Content Marketing Framework Helene Hall
- 2. www.meltcontent.com Helene Hall – Melt Content
- 3. www.meltcontent.com What are we going to talk about If you want to create successful and multi channel content marketing strategies that drive ROI… Our framework guides the way.
- 4. www.meltcontent.com My Motivation: “I believe in making a positive impact or inspiring change” Core Value
- 6. www.meltcontent.com and Work! Passionate & Inspired
- 7. www.meltcontent.com Digital World… Success stories often have these motivations or values at the core. Leading change Passion Vision Selfless Focus Inspired Customer Centric Self Identification Common Truth
- 8. www.meltcontent.com Why Is The Motivation Behind The Content Key? Theory of how our brain works. Cortex Brain Limbic Brain Reptilian Brain
- 9. www.meltcontent.com How our Brain Works Cortex: Analytical thinking, planning, learning, calculating Limbic: Emotional Centre, powerful unconscious motivators Reptilian: Regularly body's vital functions such as heart rate, breathing, body temperature and balance
- 10. www.meltcontent.com Leading Marketing with Cortex Brain Cortex Brain • Lists of Features & Benefits • Flat emotion • Could be any company Analytical thinking, planning, learning, calculating
- 11. www.meltcontent.com We make quick decisions, follow our gut. Cortex Brain Limbic Brain Emotional Centre Feelings Trust Gut decisions
- 12. www.meltcontent.com Drive success & engagement through emotion • Good content should trigger the right emotion • Emotional connection drives engagement • Increases brand affinity and shareability
- 13. www.meltcontent.com So many things to consider The right audience the right channel the right budget the right method the right tool the right strategy It can all go wrong so easily!
- 14. www.meltcontent.com Where it can all go wrong! Outlined the top 6 content strategy mistakes.
- 15. www.meltcontent.com 6 Content Marketing Strategy Mistakes 1. Companies isolating their content marketing from their other marketing channels Should feed into other channel marketing 2. Content for content’s sake X Flat no emotion X Low SEO Value/ detrimental.
- 16. www.meltcontent.com 6 Content Marketing Strategy Mistakes 3. Not monetising. X Leaving money on the table X Not valuing the content 4. Not informing the strategy with data X Missing the target audience X No KPI’s or measurement for success
- 17. www.meltcontent.com 6 Content Marketing Strategy Mistakes 5. Not collaborating with others to spring board and increase organic performance. Should connect with influential people within your target niche 6. Distribution – leaving off the final stage. Outreach and Distribution
- 18. www.meltcontent.com The Framework We have built a content marketing framework that you can use as a checklist and guide to help you through the process of creating a comprehensive marketing strategy. The 5 stages are mandatory. However the sub sections are a guide process to be chosen as and if required.
- 19. www.meltcontent.com Content Marketing Framework Motivation Research & Data Strategy Content P.P.P. Outreach 1 2 3 4 5
- 21. www.meltcontent.com “People don’t buy what you do they buy why you do it.” Simon Sinek Successful content works not because of the unique features and benefits it talks about. But because it triggers an emotional response through an affinity with the “Why” or “Motivation”.
- 22. www.meltcontent.com Recent experience "Our vision is that by 2020 no one should be killed or seriously injured in a new Volvo car."
- 23. www.meltcontent.com Why motivation is before the how and what? Motivation is the starting point and should be a clear requirement within a content marketing framework which focuses on the… How and What
- 24. www.meltcontent.com Content Marketing Framework Motivation Research & Data Strategy Content P.P.P. Outreach 1 2 3 4 5
- 25. www.meltcontent.com This is the How and What! Get ready with your camera’s for some screen shots. All slides and additional worksheets / processes can be downloaded by visiting: www.meltcontent.com/CMF
- 26. www.meltcontent.com Research & Data Analysis
- 27. www.meltcontent.com Research & Data Analysis
- 30. www.meltcontent.com Here’s a handy tip….. ….really quick! How we apply it to the channels, the user journey and create the themes…
- 31. www.meltcontent.com Strategy Formation: Multi Channel Themes
- 32. www.meltcontent.com Strategy Formation: Multi Channel Themes
- 33. www.meltcontent.com Strategy Formation: Multi Channel Themes
- 34. www.meltcontent.com Back… To the Content Marketing Framework where we left off.
- 36. www.meltcontent.com Content Creation - Prepare
- 37. www.meltcontent.com Content Creation - Publish
- 40. www.meltcontent.com Content Marketing Framework Motivation Research & Data Strategy Content P.P.P. Outreach 1 2 3 4 5
- 41. www.meltcontent.com Following the Content Marketing Framework You can ensure that you: - Have the motivation first and central - You understand your target audience and know where, what and when to target them - You have focused on the user journey and understand what channel should be supported or incorporated - You have involved those already in the niche to help you achieve the most with what you’ve created
- 42. www.meltcontent.com It’s a simple 5 step process Backed up by the detail in the CMF Wheel to guide you through your strategic content needs. Visit: www.meltcontent.com/ CMF For further information
- 43. www.meltcontent.com My Motivation: “I believe in making a positive impact or inspiring change” Core Value
- 44. Tel. +44 2024 735 5070 www.meltcontent.com Melt Content Unit 508 Metal Box Factory 30 Great Guildford Street London, SE1 0HS Tel. +44 2024 735 5070 www.meltcontent.com Helene Hall @helenehall www.meltcontent.com @meltcontent Melt Content Unit 508 Metal Box Factory 30 Great Guildford Street London, SE1 0HS Thank you……
Notas do Editor
- Hello my name’s Helene Hall and I’m from Melt Content, we specialise in content marketing in its many forms.
- This session is all about outlining a process for you to follow when you create your next content marketing strategy. It touches on the motivation behind the content, the data and research that is required to form a comprehensive strategy, and thne finally the components within a successful end to end strategy, the outreach and distribution of the content.
- So briefly I want to talk about what is my motivation in life. What are the core values that I hold? Well, one of them is that I believe in making a positive impact or inspiring change. Whether that is in myself such as keeping fit, or striving to improve myself or at work, through the way that I manage and conduct business.
- So my motivation in life. Impacts ever area of my life, and what I will touch on today is how the motivation is key not just for me but for everyone. My personal values are reflected in how I live my life and how I set goals for myself. Different products or content related to fitness or self improvement would appeal to me based on my motivation.
- Bearing in mind my motivation , you can see the impact it has on my life, my work and where I choose to work……..Or choose to shop, to read, or to browse online. Motivation and values seep into every area of our lives. So its not surprising to see how Brand values impact how we interact with the brand or who we choose to purchase from
- Successful content often has a customer centric approach but it is teamed with some of these motivations or values. - leading change - common Truth Self identification vision
- So why is the Motivation behind the content important? I’ve referred to the Triune Brain Theory which is a good way to understand what the various over-arching brain structures do. But there are other theories which update the finer detail of the theory. So for this purpose I am keeping it very top level. For REFERENCE ONLY - Ref. Triune Brain Theory Originally stemming from the triune brain theory proposed by Dr Paul MacLean 1960’s The Triune Brain Theory is a good way to understand what the various over-arching brain structures 'do', but the detail has been much improved over the year so I am not referring to the detail of the theory. Largely agreed upon by those who study neuroscience. The current trends in understanding neurocognitive function are still theories and often share the same themes.
- The cortex brain is in charge of our analytical thinking, planning, calculating etc. Our limbic brain is our emotional centre and is our powerful unconscious motivator. The Reptilian brain regulates all of our body’s vital functions without us even thinking about it
- If we were creating content to talk to our Cortex brain. It would likely be a list of feature and benefits, It would be flat in emotion And therefore could belong to any brand or company.
- When you are talking to the limbic brain you are in the emotional centre. Pulling on the heart strings or making gut decisions. Involving the limbic brain, focuses on increasing “engagement”, shareability, brand affinity
- So what can you do to involve the limbic brain? Create content that triggers an emotional response Drive your content from the motivation behind it and speak to those who share the same values as you do
- In creating a content strategy. There are so many things to consider Getting the right audience, using the right channel, with the right method, or tools. And it can all go wrong with the added pressure of deadlines and urgency.
- So before we get stuck into the content marketing framework, I thought it would be useful to point out the top 6 mistakes with content marketing.
- So, there’s a minefield to navigate, from things to consider, include and or to check off your list. We’ve created a framework that enables you to do just this. There is a 5 stage process that is accompanied by a detailed checklist that you can use to prompt you to consider the required elements.
- The motivation behind the content Gathering the data, doing your research and analysis Compiling your strategy based upon the data and analysis Content creation – the 3 P’s Plan, Prepare and Publish. Outreach – from Influencers to Distribution of your content.
- This is the detail. The Content Marketing Framework and if you are luckily you will be able to get your hands on the physical CMF Wheel as we have Melt Content guys and girls handing them out today. The rest of this presentation takes you through the 5 step process and the Content Marketing Framework Wheel. If you don’t manage to get your hands on a physical wheel today. Visit us at www.meltcontent.com/CMF for a breakdown of the process and guides.
- Motivation. Why is motivation so important? Because, People don’t buy what you do they buy why you do it. Successful content works not because of the Unique features and benefits, but because it triggers an emotional response
- Whats interesting is watching this theory unfold in a recent experience of mine, and a great example of this working in a real life situation. So when looking for a car I would typically think about my top three brands being BMW, Mercedez or Lexus. Along comes the Volvo XC90 hybrid and it looks like a real contender however it’s a Volvo and not a brand I would have considered before. So I’m on a test drive and the car is actually amazing. All the features and benefits are great, loads of additional extras and it looks amazing. But it wasn’t until the sales guy told me that “all cars are safe” but Volvo’s passenger chamber is built with the strongest steel, which is x 20 stronger than the next strongest steel. He said that it is Volvo’s vision that by 2020 no one should be killed or seriously injured in a new Volvo car. And he told me of a customer of his that was driving down the motorway at 80mph, and drove head on into the motorway bridge with all of his family and children in the car. The Car was completely totalled. But his family were unhurt, and that’s why that customer will only drive a Volvo. It was at that point when I felt, Volvo actually care about us and BMW only want my money! It was Volvo’s motivation that moved me and changed my Brand affinity.
- Now we understand why Motivation should be before the how and What
- The motivation behind the content Gathering the data, doing your research and analysis Compiling your strategy based upon the data and analysis Content creation – the 3 P’s Plan, Prepare and Publish. Outreach – from Influencers to Distribution of your content.
- Get ready with your camera’s for some screen shots. All slides and additional worksheets / processes can be downloaded by visiting: www.meltcontent.com/CMF
- Research and Data Analysis is a key step which informs the whole process. Its this step where you gather your customer insights, find their needs and pains, their queries and where they are. Find their pain points and solutions. What queries and search terms do they perform & where are they online? Target Audience Keyword research Customer Persona Community Social sentiment
- This is where you Analyse the data Looking for opportunities Hot Topics What is the competition doing, where are there gaps Competition Opportunity and Gaps Topics Search Volume Benchmark
- Its at this stage that you take your research and analysis and form it into the right strategy. Looking at the channels and the different touch points for a customer What types of content will work well for the audience and the channel Who are the influencers in your niche Who can you work with to increase your reach?
- Very important at this stage is the KPI’s, what you will target and how you will measure success. What does a good ROI look like Success how will you measure it and what does it look like?
- Here’s a handy tip really quickly going to fly through how we do this internally!
- This is the standard user journey Awareness, Consideration, Purchase, Service and Loyalty And the different user touch points to the relevant channels for that stage of the journey For example awareness – PPC, Reviews – consideration and so on.
- So we take the data (from the research stage) and we look for themes within the data We then apply it to the user journey looking at what stage we would be focusing on and whether those are the right KPI’s and goals for the strategy.
- We then define the themes further with the data… breaking down the opportunity looking for the specific customers and the content that would be most suitable for the target audience. Finally we take the theme and we overlay it with opportunities across multiple channels based on the suitability of the theme and content type. For example if we identified a theme that involved answering questions on a particular topic and we chose to do so in both video and text form. That could add value on site as an FAQ and benefit SEO. And gain social shares if we creatively answered questions on video.
- Now back to the content marketing framework, just where we left off. I hope that was useful!
- Content Creation This step has a variety of different options depending on the type of content or media. It has 3 stages, Plan, Prepare and Publish. In Planning - This is where we break those elements into Themes to define and scope further: Content type, Native advertising, Channel support, Influencers, Distribution And with Outreach and Influencers You can look for valuable contributors who could help with the creation and ambassadors to further support the content once we release it.
- Prepare – some of these steps depend on the type of content and may or may not be required. Topical Hook, Style tone of voice and further research into the specifics of the content to be created. The value proposition is very important to the customer – this is what are you giving back. And ROI or the Call To Action – what is going to lead the customer back to your site, to convert or to provide you a ROI.
- Publish – Who are you going to work with, where and when?
- Outreach & Distribution So in this stage, whether it is Outreach or Distribution or both it depends on the campaign strategy. Within Outreach you have both Niche and Mainstream. So publishers, Influencers and Brand Ambassadors for your Niche Topic and the same for the mainstream general content.
- Distribution – this spans both organic promotion and paid promotion Focusing on this step is very important to get the most out of the content, but if you have done the Outreach stage correctly it is less a crucial and budget thirsty.
- The motivation behind the content Gathering the data, doing your research and analysis Compiling your strategy based upon the data and analysis Content creation – the 3 P’s Plan, Prepare and Publish. Outreach – from Influencers to Distribution of your content.
- By following the Content Marketing Framework You ensure you have Motivation at the centre You know who you are targeting and why, when and where And you are able to get the most out of the content you create by involving influencers into your content and providing the opportunity for viral success.
- It’s a simple 5 step process. But its backed up by the detail in the CMF Wheel For more information visits www.meltcontent.com/cmf
- So briefly I want to talk about what is my motivation in life. What are the core values that I hold? Well, one of them is that I believe in making a positive impact or inspiring change. Whether that is in myself such as keeping fit, or striving to improve myself or at work, through the way that I manage and conduct business.
- I hope that I have been able to give you a clear route to follow with a few take away thoughts to consider the next time you create your content strategy.