how i actually do content marketing

How I Actuallydo content marketing

Liz BedorSenior Content Marketing ManagerBluecore

A little bit about me…

Why are we talking about this?

“How I Actuallydo content marketing”


Content Marketing Theory


Content Marketing Theory Content Marketing Reality

Agenda –content marketing building blocks

FoundationDestinationTeamEditorialCustomer JourneyDistributionMeasurement

First + Foremost: Your job is less about net-new creation and more about Curating knowledge and information and packaging it in a consumable and meaningful way

Foundation

What’s the mission?Who is the audience?What’s our current state?What’s the business case?

Help eCommerce marketers run powerful email marketing programs to drive incremental revenue for their business.

The mission –why are you doing this in the first place?

Audience –Who are you creating content for?

Director Deanna Innovative Izzy Casual Carl Email Eric

Current state –Audit what exists

Current state –Surface hidden content!

Business case + KPIs –choose what you actually care about

BrandAwareness

BrandHealth Conversions Customer

Retention

New Organic Traffic

Social Following

Repeat Organic Traffic

Social Engagement

Time on Site

Pages Viewed

Content Downloads

Prospect Subscribers

Cost Per Lead

Customer Subscribers

Customer Retention

Customer CLV

Destination

BrandingDesign

Branding

Design

Notobsessedwiththecarousal

Alsoworkingonthis

Design

Team

InternalExternal

Internal

Content Marketer(ME!) Designer

Demand Gen

Customer SuccessThought-Leader

DataScientist

Dedicated Resource Shared Resources I Bother to Help Me

External

Content Marketer(ME!) Freelancer Developer

Dedicated Resource Resources I Pay to Help Me (So They Like Me More)

Editorial

StructureTopicsTypesCadence

Structure + TOpics

How-To

Tacticalbestpractices

Inspiration

Reallifeexamplesofprograms

Strategy

"Thoughtleadership"

Trends

eCommerceorConsumertrends

BluecoreNews

AnythingsuperBluecore-centric

Sample content that falls under this

How-To Inspiration Strategy Trends BluecoreNews

What proprietary data does your company have?

(hint: these all also happen to map to our personas)

How-To Inspiration Strategy Trends BluecoreNews

Recruiting

Types –big believer in big rock content!

Cadence

1 – 2 “big rock” pieces of content per quarter1 blog post per weekAnything more than that is a cherry on top!

Look for content you can repurpose

Thought-Leader

Look for content you can repurpose

ClientQBRrecommendations

Customer Success

Customer Journey

Content by stage

Our structure also somewhat maps to Buyer stage

How-To Inspiration Strategy Trends

Brand Awareness + Customer Retention Brand Health + Conversions

“Man, Bluecore is super helpful!” “Woah these guys are also really smart!”

We’re Beginning to think and build content by journey

Take Price Drop Triggered Emails as a Topic:1. What is a Price Drop triggered email and why should you care?2. How [insert retailer name here] does price drop triggered emails3. Price Drop triggered email best practices4. When is the right time to add the Price Drop triggered email to your

strategy?5. How to convince your boss you need Price Drop triggered emails

Distribution

PaidOwned

Paid

FacebookTwitterLinkedInAdWordsDMNews (this was terrible… don’t do it)ReallyGoodEmails.comLizbedor.com*MarketingInsiderGroup.com****All in all we spend about $15k per quarter***

Owned

FacebookTwitterLinkedInBluecore.comCustomer + Prospect newsletter

Don’t forget to distribute internally!

Tools + Measurement

ToolsTransparencyGoals

Content marketing is not a one and done effort. You must always analyze your data to continuously optimize and influence your editorial strategy.

Function ToolEmailDistribution Pardot

LeadTracking Salesforce

ContentHosting Wordpress

SEO Conductor

SocialMediaPublishing Twittimer

Analytics GoogleAnalytics

EditorialPlanning GoogleCalendar

Enlist the right tools for the right functions to help you record

Find solutions that offer transparency

Salesforce Dashboard shows gated content downloads + blog subscriptions by month and quarter

Google Calendar gives internal teams visibility to editorial + distribution planning

Things that were unexpectedly hard

SEO – building custom SEO-driven landing pagesGetting a newsletter off the ground/demand gen in generalUnderstanding the audienceWriting so much on your own

Tips + Resources

Start with tactical and work your way up to thought-leadershipA lot of content that is relevant for your customers is relevant for your prospects tooLook outside your industry for inspirationReuse and repurpose everything you can!!Borrow authority + knowledgeAttend industry events, especially if you’re in a new industry

Questions?

Thank you