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The essential guide to visual content marketing

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The essential guide to visual content marketing offers a deep dive into content strategy, and actionable tips for marketing and content pros today. Covers the things to know about DAM-powered visual content marketing trends and tips to give your marketing more horsepower. Learn more at http://www.widen.com.

Publicada em: Marketing
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The essential guide to visual content marketing

  1. 1. content trends and actionable tipsA deep dive into content strategy and actionable tips
  2. 2. Jake Athey Director of Marketing Widen YOUR HOSTS Peg Miller Co-founder B2B Marketing Academy
  3. 3. Three takeaways for today 1. Have a strategy for your marketing and creative teams working together. 2. Think about people and process before tools and technology. 3. Measure the value of your visual content across the content lifecycle.
  4. 4. WHAT IS VISUAL CONTENT Videos Creative filesImages Not just... Documents
  5. 5. VISUAL CONTENT TRENDS Top visual content types video clips for social interactive infographics minigraphics ebooks interactive white papers data visualizations graphical data quizzes and visual puzzles screenshots tutorials Q&A visuals memes comics quote cards 360 images animated gifs cinemagraphs short form stories feature films video series
  6. 6. CAN’T: LACK: FIND SHARE ACCESS STRUCTURE VISIBILITY CONNECTIVITY MEASUREMENT UNDERSTANDING ? BIG CONTENT PROBLEMS Big content problems
  7. 7. MAKING ASSETS REAL Enterprises have visual assets all over the organization. They are hard to find, challenging to access, and impossible to share. The time has come when enterprises need to treat visual assets like, well, assets.” – JOE PULIZZI, FOUNDER, CONTENT MARKETING INSTITUTE “
  8. 8. MAKING ASSETS REAL Re-purposeable TrackableReusable What makes visual content digital assets? Adaptable
  9. 9. DAM IS MISSION CRITICAL It’s as simple as this: The successful content marketing approach of the future will depend heavily on a true enterprise competency to understand, develop, and execute smart digital asset management.” – ROBERT ROSE, CHIEF STRATEGY ADVISOR, CMI “
  10. 10. DAM AND CONTENT STRATEGY Today’s most successful organizations have mastered the ability to link their digital asset management systems with their public-facing content marketing strategy.
  11. 11. Visual storytellers and content strategists must come together DAM LINKS
  12. 12. DAM AND CONTENT STRATEGY Digital asset management is the foundation to content marketing strategy.
  13. 13. CONTENT STRATEGY Five major components content marketing strategy Optimize Plan Strategize ExecuteEvaluate
  14. 14. PLAN WITH PURPOSE Getting started with your content plan starts with knowing your content niche and opportunity.
  15. 15. PLANNING TIPS Key factors to planning your content strategy 1. Start with “why.” What business goals are you trying to achieve? 2. Focus on people and process before technology decisions. 3. Think beyond your team. Leverage influencers or customers.
  16. 16. PLANNING TIPS How DAM can help ● Make content strategy, brand guidelines, and a content calendar accessible from your DAM dashboard. ● Track ideas, requests, creative briefs, and project timelines alongside your DAM and work management tools. ● Start with Insights to bring your planning and strategy full circle.
  17. 17. Poll: Do you have a documented content strategy? ?
  18. 18. What to include in your content marketing strategy STRATEGIZE ● Business goals ● Content marketing goals ● Content tilt — areas of expertise and market ownership ● Direction on tone and voice ● Recommendations for visuals ● Thought leadership goals and/or industry positioning goals ● Content audit and metrics ● Content calendar
  19. 19. CONTENT STRATEGY STEPS: STRATEGIZE Step 1: Define the “what” Do a content audit!
  20. 20. CONTENT AUDIT FRAMEWORK ● Uncover ● Evaluate ● Improve Key steps to a content audit
  21. 21. CONTENT AUDIT FRAMEWORK Uncover ● Inventory – What do you have? ● Location – Where are assets located? ● Access – Who has access? Who should? See embedded asset referrer URLs to see where content is published.
  22. 22. CONTENT AUDIT FRAMEWORK Evaluate consistency and messaging with collection search results. Evaluate ● Branding — Are you consistent? ● Messaging — Do you speak the language of your personas? ● Stage — Where does each piece fall in the customer lifecycle?
  23. 23. CONTENT AUDIT FRAMEWORK Use Quick Insights to gauge content performance at the asset level. Improve ● Gaps — At each stage? Need to fill? ● Metrics — How often are your content assets viewed and shared? ● Results — What actions have come as a result?
  24. 24. Uncover Evaluate Improve What do you have? By asset type By category By specific field Who has access? Who should? Match roles to asset groups Where is content extended / integrated? Top referrer URLs? Any integrations in place? Is this the central source? Where else? What is needed? By asset group By category By collection By metadata field What’s the breakdown by lifecycle phase? Unreleased Released Expired Archived Are the most current versions in circulation? How many assets have versions? What are the most popular assets? (Sort by engagement score) What needs improvement? (Sort by engagement score) What is most downloaded? What embedded assets have the most views? How are your assets being used? Are intended use values current? How do you assess the total value? Users / logins (total, % change) Storage asset count (total, % change) What do regional Insights tell you? What do search Insights tell you? Use this framework to conduct a content audit for all assets by specific asset groups, teams, or projects under your administration. CONTENT AUDIT WORKSHEET
  25. 25. CONTENT STRATEGY STEPS: STRATEGIZE Step 2: Define the “who” Know your customer journey!
  26. 26. STRATEGY TIPS How DAM can help ● Embrace persona and customer stages as metadata fields for your finalized content assets. ● Include intended or “permitted uses” as metadata. Track it!
  27. 27. CONTENT STRATEGY STEPS: EXECUTE Step 3: Define the “when, where, and how” Create a “where” list of distribution channels.
  28. 28. BUILD YOUR CONTENT CALENDAR 1. Develop overall guidelines with anchor dates, key milestones, and industry themes. 2. Create an inventory of who is creating what types of content for which channels. Practical tips to build your content calendar 3. Build a content calendar — monthly/quarterly/annually — with editorial assignments. 4. Inventory current content and perform a gap assessment.
  29. 29. EXECUTION TIPS How DAM can help ● Create collections for key themes and events on your content calendar. ● Use portals to distribute assets to different teams of people responsible for different distribution assignments. ● Set up intended use tracking mechanisms for content deliverables. ● Leverage structured data (categories, collections, metadata, governance controls) for inventories and gap assessments.
  30. 30. CONTENT STRATEGY STEPS: EVALUATE Step 4: Define the “why” Hone your metrics!
  31. 31. CONTENT STRATEGY STEPS: EVALUATE ● Monthly unique visitors ● Click-thrus ● Social shares and following ● Engagement ● Content views Common metrics include: ● Name acquisition ● Conversion rates ● Days to close ● Contract size ● Customer lifetime value
  32. 32. EVALUATION TIPS How DAM can help ● Tie content analytics to other business analytics. ● Integrate content marketing and business intelligence (BI) tools. ● Track DAM metrics for usage, repurposing, and engagement. ● Leverage Insights analytics to understand top content.
  33. 33. CONTENT STRATEGY STEPS: OPTIMIZE Step 5: Optimizing your content marketing strategy Maximize your best-performing content!
  34. 34. HOW TO SOLVE BIG CONTENT PROBLEMS ● Enable collaboration among teams and partners ● Create a central repository of finished content and source files ● Make it easier to reuse and upcycle across all audiences ● Offer appropriate access to existing inventories Drivers for content solutions ● Allow for ongoing updates and refresh cycles ● Establish status tracking and version control ● Get an overall view of content at all stages ● Evaluate performance at a content asset level
  35. 35. AVOID COMMON PITFALLS ● Don’t change processes too much, too soon ● Avoid complexity; embrace simplicity ● Answer the WIIFM question – What’s in it for me? ● Don’t require an army of admins ● Don’t expect everyone to be experts with tools ● Buyers are not always users Common pitfalls to avoid with content technology
  36. 36. Questions and answers Q&A
  37. 37. Talk with Jake jathey@widen.com http://www.widen.com Talk with Peg peg@b2bmarketingacademy.com http://b2bmarketingacademy.com Twitter: @PegMiller

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