simple guide to content marketing
TRANSCRIPT
Simple Guide to Content MarketingBy Fito BenitezRelationships [email protected]: +358 40 842 5223Sk: fito.benitez
INSPIRATION
Budget - marketers, on average, spend over a quarter of their marketing budget on content marketing. (B2B Marketing Insider)
About Rich Content - viewers spend 100% more time on pages with videos on them. (MarketingSherpa)
About CPL - the average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). (G+)
Outsourcing - 62% of companies today outsource their content marketing — that’s up 7% from last year! (Mashable)
STATS
“Instead of one-way interruption, online marketing is all about delivering useful content at just the precise
moment that a buyer needs it.” – David Meerman Scott
“Great content is the best sales tool in the world.” – Marcus Sheridan
“Content marketing is a commitment, not a campaign.” – Jon Buscall
QUOTES
GIVENS
A. Marketing Strategy. You already have put a strategy together with goals and KPIs. Content strategy supports marketing goals. Simple!
B. Responsive website. It’s the age of devices! If
not, prioritize mobile. Yes, do it! Implement on-site SEO. Apply lead
generation functionalities &
A/B testing.
C. Analytics. You are monitoring analytics and optimizing on a regular
basis. You have access to an SEO guru!
D. Cycle. You understand content marketing is way more effective as an ongoing-cycle. Invest time and
people. Pays off better! For example, 43% of marketers generated a customer via their blog , but only spent 9% of their time, and 7% of their budget. (Hubspot)
PLANNING
1. Select an audience. Nope, can’t be everyone. Reach, engage, activate and nurture! Keep in mind early adopters
and online influencers. Make them your ambassadors!
2. Context. If content is king, context is queen.
Come up with your story. Aligning your content to the
buyer’s journey is key!
3. Categories & Formats. Define and choose topics for each, categories,
and the type of format. Video is flying!
4. Choose the right channels. Find out what channels your audience
communicates with. Prepare them for
distribution. Each channel can have a different story,
tone, and purpose!
5. Make a calendar. Include category, topics, keywords,
distribution channels, and assigned resources. Add dates for monitoring,
measurement and optimization!
6. Assign Resources & Tools. Own or bought, you need people
to create & distribute. Also to interact with the community
(new-skool PR). Choose automatization tools. Improves
efficiency. Provides data insights. Don’t forget training!
PRODUCTION
7. Story-board. Add your story. Address pain-points. Communicate
how to solve them. Add CTAs for lead generation.
8. Optimize content. While producing it, keep in mind keywords. Headlines are
very important. Tease on 1st two paragraphs. Critical for engagement!
DISTRIBUTION
9. Start Sharing. By now your channels (mobile, email, social, etc.) are ready, and visually customized.
10. Monitor. As you do, pay attention to activity & sentiment. And join the conversation. Yes, you need to do community management.
EVALUATION &OPTIMIZATION
11. Insights. Put your data and KPIs together. Make sense of it. Add
social sentiment and internal feedback. Look how to increase
traffic, engagement, and conversion.
12. Fine-tune. Based on findings, tweak your
content strategy. Improve content and CTAs. Restart the cycle!
12+1. Add good karma! Always try in all you do. And this world seems to need it!
Yes, u can!
Want to have a word on anything? Don’t be shy!
Fito B. - [email protected] - +358 40 842 5223Helsinki, Finland - GMT +2
Sources. 1. 30 Motivating Content Marketing Quotes From Industry Experts - Impact Branding & Design2. 50 Fascinating Content Marketing Statistics and Figures from 2013 - PopDitto3. How to Create a Documented Content Marketing Strategy: 36 Questions - CMI4. 10 Steps to Creating a Mobile-Optimized Content Marketing Strategy - Forbes5. The Content Strategy Burger (Infographic) - Social Media Explorer