content marketing in one hour - a lecture

All about content marketing in 1

hour

CEU BS, 27 06 2015

„Content marketing provides value for the receiver,he pays with his own quality time in return. It’s a win-win.”

Where from can you know me? DDB, OMD, McCann-MRM, red-stars, iProspect

Hungary, iProspect Turkey, Gravity, Kilgray etc.

Gergely Keresztúripartner @ Tartalomgyár (Content Factory)

TODAY

Content meets marketingA broader view on how these two works together creating a buzzword

Content audit, content value & moreContent= value! How much value we have? Trash content, superstar content – how we know that?

How does the industry stand today?Charts tell how important & effictive is that

MicrosegmentationDo you know your customers? It’s not enough to define a target audience – you will need to roll up you sleeves.

Let’s plan!How to plan content marketing?

Content ideasHow to make a content calendar? Tips & tools

01

02

03

04

05

06

THE RECENT MARKETING BUBBLES

Fads or a paradigm shift moments?

Banners Social media CONTENT MARKETING

Search marketing Mobile

• Our start story• Content creation for agencies, advertisers and media• No office• Fully based on freelancers

(~1300 registered, ~250 qualified, ~25 daily)• Full content marketing solution

OUR STORY IS AN ANSWER

„Creating quality content: a pain in the _ss for agencies and advertisers”

MARKET SIGNS

International trendSparkling communities

Specialized agencies

Conferences, meetups

Lot of open companies

WHAT IS CONTENT MARKETING?

content

marketing4

• It’s obviously a compound word

• Different values glued together

• Something new comes out of the two combined

• To understand the whole, we need to understand its parts first

WHAT DO YOU THINK?

What is good content like?• Is it keyword rich?• Does it generate desire for the

product?• Does it sell a product?• Is that something original that Google

values?• …

CM IS SOMETHING WE STILL HAVE TO LEARNAs most things in technology, the

Hungarian market lags behind• It’s both old and new • Everyone has opinion about it• Different point of views, if you’re

• a journalist• a marketer• a reader• a SEO specialist• A website developer and so on

• No standards or benchmarks yet• Lots of misconceptions

• It’s expensive• A blog is not effective• It’s just for B2B

HOW A CONTENT PRODUCER SEES THAT?

Content: Interesting, useful, important, attractiveWhat is content?

• Something that a producer (writer, journalist, photographer, graphic designer, other artist) or a media would produce on its own.

• Without an order from a marketer.

• Because he is interested in creating it, his audience is interested in consuming it.

HOW A MEDIA BUILDS UP?

AudienceRelevant content Attention Ads

The know how did not change. The players did.It was media first. Then bloggers. Then companies.

Now everyone.

CONTENT

• IS NOT a necessary step in the website development process

• IS NOT SEO

• IS NOT ads or a sales pitch

SO WHAT IS CONTENT MARKETING?

Content Marketing Institute

SO WHAT IS CONTENT MARKETING?

Red Bull is no longer a soft drink manufacturer

Content Marketing Institute

It’s a media company

Blendtec – it was a failure at first

• 8 years in the making

• 150 + videos

• Some with 17M views

• 800k subscribers

• Hundreds of TV shows

• Awards

• Sales and awarenessskyrocketed

Mastercard – award winning UGC

• Travel tips

• Website & mobile app

• http://mastercard.hu/utazas

• Interactive infographics

• Payment habits (cash, cards,how many ATMs, user feed-backs)

• How much is that?

• Useful tips from travellers

http://mastercard.hu/utazas

CONTENT MARKETING SURVEY CHARTS

Will explain the industry

MOST MARKETERS USE CONTENT MARKETING

http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf

http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf

THEY SEE THAT IT’S EFFECTIVE



THE CONTENT CREATORS ARE HERE AND THERE



GOALS ARE DIFFERENT FOR B2C & B2B



THEY STILL MEASURE IT BY WEBSITE TRAFFIC



MORE & MORE CONTENT IS BEING CREATED



MOST COMPANIES TARGET ONLY A FEW AUDIENCES



B2C & B2B MARKETERS USE VERY DIFFERENT TACTICS (MIX OF TOOLS & CHANNELS)



ONLY A FRACTION OF THE MARKETING BUDGET IS SPENT ON CM



IN, FB, YT, TW



CONTENT IS KING. BUT WHICH CONTENT?

PLANNING YOUR CONTENT MARKETING

0. Content audit1. Market reseach2. Goals3. Audiences (segments)4. Content plan (ideas)5. Channels6. Style7. Content calendar8. Native advertising

Why do you need an

inventory check periodically e.g.

in a shop?

Content inventory

Add values

Mark up todos

@ website redesign

Once in a year

Superstar content pieces

Trash / outdated content piacesContent to be

recycledSEO

CONTENT AUDIT

A long step-by-step guidehttps://moz.com/blog/content-audit-tutorialArcticle in our blog (in Hungarian): http://tartalomgyar.blog.hu/2015/02/23/tartalmi_audit

WHEN?HOW? RESULTS?WHY??

https://moz.com/blog/content-audit-tutorial

https://moz.com/blog/content-audit-tutorial

http://tartalomgyar.blog.hu/2015/02/23/tartalmi_audit

CONTENT AUDIT TOOLS

• ContKing• Hungarian startup• now: free visitor feedback tool• In the future: content audit tool

• HotJar• Visitor feedback tool• (and a lot of other tools too)

• Content-insight.com• Content audit tool (Free up to 250

pages)

• Excel, the good old one.

CONTENT QUALITY HAS MANY FACES

GOAL FITDo I get what I

wanted?

VIRALITYDoes it get shared?

FORMAL QUALITY

Is it free of errors?

Do they fint it in search?

SEO FRIENDLINESS

Do they like the content?LIKES

2

4

3

5

1

6

Do they talk about it?DEBATES

GOAL FITDo I get what I

wanted?

3

Only at pages with conversion goals

Conversion rate

If content is just a step in the purchase process

CTR

If the goal is time spending, brand awareness etc.

Time spent, bounce %, exit %

Reminder: one page – one goal (one keyword)

If it’s a landing page, we have to note that

Grammar10

Illustrations10

CopycatIs it copied partly or as

all?

15

Target audienceIs it for them?

10

Editorial15

FORMAL QUALITYIs it free of errors?

1

100

Helyesírás

Does it follow editorial rules? Does it keep the attention?

SEOIs it for SEO purpose

only?

10Links

10

Internal-external links, sources etc.

Consistency

5

You have: Any error = deduction

Controlled, high quality content with some smaller dents

„Magazine”

Many, serious content quality issues

„Amateur”

3-5 persons team85-971-3 persons team70-84

5+ persons team98-100

1-2 persons50-69

It’s okay from all aspects„Ads”

1 person0-50No comment„Trash”

Sometimes good, somtemis not„Freelancer”

FORMAL QUALITY BASED ON THE FINAL CONTENT SCORE

„Magazine”

„Freelancer”

„Ads”

„Amateur”

„Trash”

Cos

t

Bra

nd c

ompl

ianc

e

Num

ber of

prod

ucer

s

Expe

rien

ce o

f

prod

ucer

s

FORMAL QUALITY BASED ON THE FINAL CONTENT SCORE

SEGMENTATION, CONTENT BUILDING

In a new era

INSPIRATION & SEGMENTS

• Seth Godin: How to get your ideas to spread• Simon Sinek: How great leaders inspire action

https://www.youtube.com/watch?v=qp0HIF3SfI4https://www.youtube.com/watch?v=xBIVlM435Zg

MUST WATCH

https://www.youtube.com/watch?v=qp0HIF3SfI4

https://www.youtube.com/watch?v=xBIVlM435Zg

https://www.youtube.com/watch?v=xBIVlM435Zg

THE TV-INDUSTRIAL COMPLEX

Ads

Attention

Sale

Profit

TO WHOM ARE WE TALKING?

SZEGMENTATION – THE CLASSIC WAY

• Geographic• Demographic• Lifestyle• Behavioral

If we can tell a simple sentence like „Those, who…”

Homogenous, describable

How do we call them? How they call themselves?

Invocable

They are interested in our message. They feel that yes, this is just for me!

To whom our message is relevant

Viselkedés. Hol vagyunk a vásárlási döntéshozási folyamatban? Vagyunk-e épp abban az élethelyzetben?

To whom our message is in time

„Talk o the ones that are interested!”

MICROSEGMENTATION

We further slice segments till we get an audience

BACK TO MARKETING BASICS: B2B VS. B2C

B2B

GeographicObvious – most companies are active at least regionally

Company size, potential, DMU, urgencyPotential: client needs, what can we sell to them?DMU: Decision Making Unit. Urgency: how long sales cycle we expect?

PersonWho are we connected to? What’s his role in the decision? What is he interested in? Motivation factors? How mature is the decision?

DemographyÉletkor, nem, státusz

Lifestyle, purchasing powerFamily status, life status and needs derived from

these

BehaviourWhere is he at the decision making process?

B2C

MICROSEGMENTATION IN REAL LIFE: HOW SHALL WE CHOOSE THE TOPIC?

• A blogpost on content marketing – targeting accountants(This is microsegmentation…)

How should an accountant choose his blog title? • Accounting tips• Taxation advices• Clever taxation for top management

• Taxation tips for startups• The effective retailer – how to manage business?

http://tartalomgyar.blog.hu/2015/01/23/egy_konyvelo_is_lehet_kreativ

CONTENT GENERATION

• Keywords (Google Keyword Planner, Ubersuggest etc)

• Look at the lead generation, lead nurturing, sales and CRM processes. Where are the content needs?

• Research (Surveymonkey, Google Forms)

• Insight / brainstorming (mindmap tools)

• Tools for content generation / overview (Buzzsumo, ContentForest)

• Topic watch (Google Alerts, Mention.com … Observer)

• Content types – by topic

CONTENT TYPES

https://www.mindmeister.com/407080317/ultimate-list-of-blog-post-ideas

NEWSLETTERS

A few examples on how we are still behind

NEWSLETTER SIGNUPS

Do I belong to the groups this newsletter targets?

Audience

WIIFMValue

Is there any additional gift for signing up?

Incentive

Do I get to know BEFOREHAND what will happen if sign up?

Promise

Audience

Value

Promise

Incentive

The visitor will not ask you! You need to ask yourself on behalf of them.

NEWSLETTER SIGNUP: EXAMPLES

WHAT TO TAKE HOME

Content = valueContent marketing is a long term

investment. But you will need to report on it at the end!

Set goalsTo CM, to channels and to content pieces!

Talk to early adoptersBecause they care. All others are very

good in ignoring you!

Create miscrosegmentsto be precisely relevant.

Most companies use CMBoth B2C and B2B. Multichannels, multi-

audiences.

Newsletters: promise & delivery

Think with their minds – and provide them with value. Deliver

your promise!

THANK YOU!

Give me a card and receive 1 hour of consultation!

http://www.slideshare.net/Greg166/content-marketing-in-one-hour-a-lecture

content marketing in one hour - a lecture

Marketing

content value

quality content

content producer

today content

content ideas

trash content

superstar content

content calendar