how to develop, create and distribute killer content that engages and converts
DESCRIPTION
In 1996, Bill Gates published his famous ‘content is king’ essay predicting the rise in importance of content marketing. Fast forward nearly 20 years and, whilst there is no disputing the power of content to attract and retain customers, it’s become more challenging than ever to ensure your brand messages cut through the noise. Not only is time required to develop, create and distribute content from already overstretched teams but, there are also the logistical challenges of ensuring integration across all marketing channels. It’s easy to understand why so many brands fail to maximise their investment and generate irrelevant content ‘just because everyone else is’. But, with increasing evidence that your content marketing strategy has a direct influence over your online performance what key considerations should you have in place for creating killer content? For your free whitepaper, templates and checklists to support this presentation visit www.stickyeyes.com/contenttoolkitTRANSCRIPT
How to develop, create and distribute killer content that engages and converts
Glen ConybeareChief Commercial Officer
@stickyeyes
A Stickyeyes presentation
Is content really crucial?
Why bother
Time spent on site
Bounce Rate
Daily Unique Page Views
Understanding your audience
Step 1
3 Key Questions
What istheir problem?
1.
Where are they(digitally) active?
2.
How do they like to be reached?
3.
• What is it?• What are the benefits?• Let me look at it?• What size is it?• Do others like it?
• It’s valuable?• It’s shareable?• Maybe fun?
Functional content
Engaging content
Content Audits
Step 2
Start with Keywords
Keywords
Identify allyour keywords
Step 01.
Keywords
Prioritisethem into:
Step 02.
Keywords
Step 02.• Quickest Win.• Quick Win.• Medium Term.• Long Term.
Keywords
Quickestwin:
Step 03.
Keywords
Step 03.• Just off traffic driving
positions in natural search.• Commercially valuable
keywords.
Yourwebsite.
Functional Content Scores
Functional Content Scores
Linkingsites.
Linking Sites
2 Simplequestions:
Linking Sites
• Who is talking about you (and why)?
• Who is talking about your competitors (and why)?
How?
Content Creation
Step 3
Content Creation
Know youraudience:
• Know the problems they have• Know where they are• Evaluated best in class• Identified gaps in current strategy
Content Creation
Content Ideation & Planning
Objectives& Strategy
Data• Brand Guidelines• Commercial Priorities• Competitor Insights• Toolset Insights
Target Groups• Demographics• Interests• Personas
Ideation Distribution Plan
Case Study: Coca Cola Content 2020
Case Study: Coca Cola 2nd Lives
Results
4,000,000views to date
Over
Case Study: Meat Pack - Hijack
Content Distribution
Step 4
Content doesn’t
Credit: Lauren Licata
move.work if it doesn’t
No matter how good the content is, creating traction in a crowded market is a key stage in delivering success. This is typically achieved using a mix of three channels:
Marketing Communications
Bloggers / Vloggers
Journalists
Influencer Outreach
Media Relations
Bylined Articles
Syndication
EarnedContent
Coverage
PaidContent
Distribution
OwnedContent
Broadcasting
Biddable Media
Content Networks
Advertorials
Affiliates
Retargeting Networks
Display Network
Website Social Email
So why do so manycompanies fail?
Marketing Communications
BobMeet
I’ve got your recommendations but…..
“
I need a few weeks to get it round the various departments.
“
IT have said they can’t do it yet / don’t want to do it.
“
PR have said the idea needs to go through them / their agency.
“
I need to get the social guys involved.
“
the enemy?Is Bob
CMO / CEOThe
PRSocial
Search
Content
Partnerships
Brand teamsIT
But how?
Any questions?
Thank You
www.stickyeyes.com/contenttoolkit