the content marketing toolbox
DESCRIPTION
A detailed presentation of the processes and tools required to excel at content marketing.TRANSCRIPT
The Content Marketing
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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
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The bottom-line goal
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Courtesy of Scribe’s The Business Case for Agile Content Marketing
Evolution of online marketing
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The Strategy
Brandededitorial content
Editorial endorsements
Money page
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21st century job titles
* First Responder
* Director of Audience
* Channel Master
* Return on Objective Chief (ROO)
Chief Listening OfficerChief Content Officer
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This is a huge amount of work...
Is it worth it?
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0
ROI
PPC
(manipulative)
SEO
CM
The long game
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Rent vs. own your audience
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Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses
Content MarketingTipping Points
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400-1000
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9-15
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50-100
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500-1000
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200-500
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This takes time
... but results last
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Plan
Produce
PublishPromote
Prove
An agile process
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[Plan]
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Search visibility
Google Webmaster Tools
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Keyword analysis
Google Keyword Tool & Google Trends
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Drilling deeper
Google Trends
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Ubersuggest
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Topsy social search
What’s being shared
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... and by whom?
Topsy social search
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Daily mentions on Twitter
Topsy Analytics
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Web mentions
SEOmoz Fresh Web Explorer
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Build customer persona grid
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[Produce]
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Think like a publisher
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Content checklist• Who are we writing for (customer persona)?
• Does it provide a resource, evoke emotion or entertain?
• What keyword(s) are we targeting?
• What conversion page are we linking to?
• Does it have a great image?
• Is it original, or improve existing content on this subject?
• Is it shareable?
• Is it timely?
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Define a workflow
Topic & title Research Draft
EditingOptimizationPublish
Wordpress
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Asana
Manage the workflow
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Schedule content
Google Calendar
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Repurposing content
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[Promote]
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Need to have
Nice to have36
Core activities
Converse
@RT
#DM
ShareFollow
Growaudience
Gaininfluence
Buildrelationships
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Followerwonk
Find & follow influencers
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Owned vs. curated content
Hand-picked content -- shared with editorial flare --
naturally attracts quality followers/fans.
Done consistently, it will position your brand as
the resource in your niche.
Feedly
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Use a dashboard & schedule posts
Hootsuite
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[Prove]
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KPI reportingStage KPIs
ReachSocial audience growth
Search impressions--
Engagement
Clicks on shared contentPageviews on content
Social shares on contentEarned links to content
Organic search visitsSocial media referral visits
--
Conversion Conversions by channelReturn on Investment (ROI)
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Track shares & links
Ahrefs
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Organic search traffic
Google Analytics
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Social referral traffic(total contribution)
Google Analytics
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Defining ROI
Monthly revenue increase
Lifetime value (LTV) creation
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Measuring LTV using cohort analysis
Microsoft Excel
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Cohorts profitability over time
Microsoft Excel
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“You’re not an artist, Peggy.You solve problems.
Leave some tools in your toolbox.”
- Don Draper, Mad Men
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Twitter : @parischildressLinkedIn: bg.linkedin.com/in/parischildress/
Skype: pchil9Email: [email protected]
Thanks for making it this far
Ques%ons?
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