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Content Marketing: Build the Bridge to Success 2017

This document outlines the 4 steps to building an effective content marketing strategy: 1) Setting objectives by defining goals and a content marketing mission, 2) Defining client and audience needs through personas, 3) Developing an execution plan including content types, calendar, and sharing methods, and 4) Establishing metrics to measure consumption, sharing, lead generation, and sales. It provides examples and templates to help strategize content around audience needs at different stages in the buying cycle in order to build a bridge to success.

Marketingâ—¦
Related topics:
Content Strategy• Content Marketing•
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Content Marketing Building the Bridge to Success
Presenters: Jon O’Brien Executive Director Keystone Contractors Association Patty Swisher Sr. Manager MarComm UPMC Enterprises
Content marketing is at the top of the 2017 CMO agenda, with PQ Media forecasting it to be a $300-plus billion industry by 2019. http://www.cmo.com/interviews/articles/2017/2/22/a-conversation-with-joe-pulizzi-putting-content-marketing-success-in-context.html#gs.5NwK3SU
“ All this content that we’re putting out there, doesn’t make any difference unless it moves, unless people connect with it, unless people read it and share it, engage with it and comment on it…” Mark Schaefer, author, speaker
B2B Content Marketing Trends 2017 1. Increased adoption of content marketing. 2. An increase in content marketing maturity. 3. Content creation and strategy developments. 4. Increased importance of documented content marketing strategies. 5. Emphasis on lead generation and web traffic. 6. Evolution of content creation tools. https://www.prdaily.com/Main/Articles/22199.aspx
What is Content Marketing? Content marketing is 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. http://contentmarketinginstitute.com/what-is-content-marketing/
Content Marketing is built… http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them Content Marketing
Your firm’s brand strength is a combination of your firm’s reputation multiplied by your visibility in the marketplace. Content Marketing helps you increase both. -- Hinge Marketing
1. Setting Objectives 2. Defining Clients & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
Setting Content Strategy Objectives1
What is your Content Marketing Mission? • Become a destination for [target audience] interested in [topics]. To help them [customer value] • This will help us [content marketing goals] http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20- Content_marketing_mission_statementBecome_a
Content Marketing Mission Example: • Become a destination for [higher education facilities managers] interested in [delivering successful lab projects]. To help them [accomplish their goals] • This will help us [to become known as the “go to” firm for education research lab projects.] http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20- Content_marketing_mission_statementBecome_a
Objectives Why are you doing this at all?
What are your Content Marketing Goals?
A few examples: SPECIFIC Not Specific: “I will use social media to increase brand awareness.” Specific: “I will create a campaign of hashtag contests on Twitter to increase brand awareness.” MEASURABLE Not measurable: “I will increase my reach and engagement on social media.” Measurable: “I aim to increase my reach by 100 followers a week and answer all queries over Twitter within 24 hours.” ATTAINABLE Not Attainable: “Double the number of my followers every day on every social network forever.” Attainable: “Grow my Facebook audience by 25 followers a week, and my Twitter followers by 35 a week for the next quarter.”
1. Setting Objectives 2. Defining Clients & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
Defining Clients’ and Audience Needs2
How do You Build a Client Persona? A Client Persona is fictional, generalized character that encompasses the various needs, goals, and observed behavior patters among real and potential customers.
Build your Client Personas with • Demographics – M/F, Single/Married, age, religion • Psychographics – attitudes, aspirations, habits, hobbies, values • Market – Healthcare, Banking, Manufacturing • Geography – local, regional, national, international
Client Persona Development Worksheet
Bridge: What does Client Persona/ Audience Development Determine? • What kind of content to create • What tone, style, and delivery strategies you need to develop • What topics and targets should you focus on to help continually grow your business • How your Content Strategy will evolve
So, what might your Client Persona Look Like? Repeat Client Challenges are easily identifiable Know how they like to communicate Can help them communicate internally Potential Client Need to better understand mission & brand May have in-town and out-of-town decision makers Multiple Entities Involved Baby Boomers, GenX, and Millennials may make up decision makers/influencers Owner does not know your brand; ongoing relationship with architect; focusing on proposed team members
Define Audience Needs
Bridge: What do your Audiences Need [Want] to Know? • All Content should seek to Educate, Inform, or Entertain • Quality content provides value • Consider where your audience will consume this content (Mobile? Desktop?) • Detailed Case Studies for Projects “like mine” • Pain points and FAQs
Awareness Consideration Preference Purchase Repeat Quality Content around broader, shareable topics that drive visibility and engagement. Blog Articles, Infographics, Videos. Content that is useful and timely. Niche topics, market specific to your offering and solution. More detailed features/benefits; assessment tools, process documents. Combination of content to a more defined audience specific to audience needs. White papers, detailed project sheets, testimonials, Calls to Action. Custom Content that answers buyer key concerns. FAQs, Research Studies, Ebooks, Webinars, Exclusive Events/Workshops. Custom Content that reinforces buying decision. Customer-Only Events/Workshops, Loyalty Programs, Exclusive Client-Only Content (email), Case Studies. Bridging Content to the Stages in the Buying Cycle
Clients’ Needs: Awareness Recognition of a Need • Appeal to broad audience • What types of messages? • Provide information – Guides, Blogging, Articles, Infographics, Videos, Social Media • Project Features Stages in the Buying Cycle
Clients’ Needs: Consideration What are the alternatives? • Target audience; might buy in next 12 months • Info to make better decision • Prospect becomes a LEAD • What are your messages? • Project Features/Benefits • White papers; project info. sheets, ebooks, research studies, reports Stages in the Buying Cycle
Clients’ Needs Preference: Narrowing the field • More defined audience; purchase likely. • What are your messages? • White Papers; detailed project sheets, project tours, free trials • Advantages • How your product/service differs from competitors • Testimonials of other satisfied clients Stages in the Buying Cycle
Clients’ Needs Preference: What do they need to know to select between TWO good options? • Does your process/service satisfy the direct need? • Does your process/service make an emotional AND logical connection with the client? • Limited time/special offers • Testimonials that reinforce buying decision Stages in the Buying Cycle
Clients’ Needs Purchase: Stages in the Buying Cycle Have you compelled the client to make a purchase? • Is it easy for them to do? • User guides, FAQs of new clients, Blog posts aimed at new clients, client loyalty/reward programs, Events/ workshops for new clients only, ongoing email campaign to create loyal clients
1. Setting Objectives 2. Defining Clients & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
Execution & Amplification 3
Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share.
Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Photos, Images GIFs Infographics Headlines
Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Engagement Content – The strategic use of educational, informative, entertaining and inspiring content that builds credibility, trust and linking
Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Engagement Content – The strategic use of educational, informative, entertaining and inspiring content that builds credibility, trust and linking Long Form Blogs Short Videos Live Streaming Videos PodCasts Crowd-sourced/User Generated Content
Execution: Three General Types of Content: Traffic Generation Content – Tempt people to click through to your website, blog or landing page and share. Engagement Content – The strategic use of educational, informative, entertaining and inspiring content that builds credibility, trust and linking Conversion Content– Capturing those all important leads and producing sales is the real end game for traffic and engagement. Landing Pages Webinars Ebooks Interactive Content (Quizzes & Surveys)
Execution: Build a Content Calendar
Execution: Calendar – Excel Spreadsheet/Google Docs
What might my content include?
Amplification
How will We Share Our Content?
What forms of Content Build the Bridge to Success? • Website Homepage/Blog/News • Email Blasts • E-Newsletters • (Organic) Social Media Posts • Employees’ Social • Customers’ Social • Paid Social • PR/Earned Media • Webinars • Guest Posts • Paid Media • Programmatic Marketing (Retargeting) • Digital Advertising • On-Page/Off-Page SEO • Display Ads • Offline Ads (Print)
Build the Bridge to Success Across all Social Media
Blog Post & Tweets
Pre-Event Promotional Tweets
Blog & Press
Across Platforms
Across Platforms
1. Setting Objectives 2. Defining Clients’ & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics 4 Steps to Building a Content Strategy
Measurement & Metrics 4
Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Four Types of Content Metrics
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Consumption Metrics How many people viewed, downloaded or listened to this content? Help you measure Brand Awareness and Website Traffic • Page/Video Views • Downloads • Social Chatter
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Sharing Metrics How often is this content shared? Help you measure Brand Awareness and Engagement • Likes, Shares, +1s, Pins • Forwards
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Lead Gen Metrics How often does content consumption result in a lead? Help you measure Lead Generation, Lead Nurturing, and Engagement • Form Completion and Downloads • Email Subscriptions • Blog Subscriptions • Blog Comments
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/ Build: Sales Metrics Did we actually make any money because of this content? How you measure customer acquisition and sales goals • Online Sales • Offline Sales • Google Analytics
Summary
4 Steps to a Content Strategy 1. Setting Objectives 2. Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics
Questions?
Thank you. Patty Swisher pmswish@gmail.com Twitter @pmswish Jon O’Brien jonob.pa@gmail.com Twitter @KCA_Builds
Content Marketing: Build the Bridge to Success 2017