How to Create and Distribute Content that Grows Your Business · Followers - Fans - Searchers -...

©2018 JB Media Institute LLC

How to Create and Distribute Content that

Grows Your Business

©2018 JB Media Institute LLC

Sarah Benoit

Lead Instructor & Co-founder of the JB Media Institute

Find me on social media!Facebook TwitterInstagram LinkedIn

What is “content marketing” in 2018?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. - Content Marketing Institute

Content can mean: blog posts, case studies, e-books, e-newsletters, social media, infographics, live streams, animated GIFs, photographs, videos, and more.

©2018 JB Media Institute LLC

©2018 JB Media Institute LLC

Create Content thatInspires Action

Be Real(Content Branding)

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Identify your digital marketing goals● Define the purpose of your content.

Emotionally connect with people● Focus on content that relates to your niche audience’s values,

feelings, stories, priorities, expectations, etc.

Create a culture of content ● Your team must agree on the importance of content. Content

must be a group effort and flow up and downstream. Roles must be defined and creativity encouraged.

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“Good marketers see consumers as complete human

beings with all the dimensions real people have.”

- Jonah Sachs

Author of Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future

Listen Carefully(Content Research and

Strategy)

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5 Listening Tips

1. Read and respond to all comments and reviews.

2. Pay attention to your competition.

3. Research hashtags and keywords. Learn how people search for and discuss things.

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5 Listening Tips4. Analyze your tracking data to identify what content has worked in the past.

5. Brainstorm content ideas that answer questions, solve problems, and contribute to people’s lives.

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“Listening is not understanding the

words of the question asked, listening is

understanding why the question was asked in

the first place.”- Simon Sinek Read Simon’s Blog “How to Listen”

Understand the Journey(Content Development)

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You have many touch points with people before they complete an important action (i.e. purchase a product, attend an event,

sign up for a newsletter, etc.)

What paths do different customers take to connect with your business or organization?

How do you engage and walk this path with them?

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Create content that is informational and transactional.

During the customer journey when do people most need access to content that is useful, educational,

entertaining, inspiring, etc?

Think Multimedia

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Don’t be afraid to try new things!

★ Live streams★ Videos content★ Slideshows/carousels★ Stories★ Blogs/Vlogs★ Boomerangs★ Collages★ Groups★ Articles

What do the people want

or need?

Content Banks

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Have a place online (i.e. Google Drive, DropBox, Slack, Asana, Basecamp) where you can store content ideas like links, graphics, photos, videos, events, etc.

Why? It makes it as easy as possible for other people to contribute and makes repurposing content across channels simple.

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Content Calendars

Outline at least 2 weeks of content in advance.

Why? This allows you to make some time for real time content and engaging.

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Purpose and Goals

Content should exist for a reason and drive people to take an action.

Landing Pages

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When people click to a page on your website they must find clear calls to action so they convert.

Anatomy of an Successful Landing page

★ Headline and sub-headline★ Call to action★ Graphic, image, or video that gets and keeps attention★ Testimonials/Reviews/Accolades★ Benefit list/Offers/Incentives

Conversions

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Followers - Fans - Searchers - Readers - Subscribers - Viewers

People who Engage

People who Convert

The number of people that convert is only a small percentage of your total audience.

If you have a 5% conversion rate you need to grow the network so that 5% is a larger number over time.

Avoid the “Me, Me, Me” Approach

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Only 30 - 50% of your content should be promotional.

The rest should shine the spotlight on others or simply share your brand’s values and personality.

Make time for posting and participation.Don’t just post your own content. Comment, react, and share. Be a part of the community.

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Homework

1. Map different customer journeys and put customer experience first.

2. Create a Content Calendar.3. Start a Content Bank. 4. Connect calls to action on your website and social

media with your business goals and desired conversions.

5. Think beyond text and photos. Create unique and different types of media.

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“Measure your customer journey,

not just your conversion path.”

- Rand Fishkin

Watch Rand’s Whiteboard Friday on Why the Customer Journey Matters as much as Conversion

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Distribute and Promote Content that Motivates People

Provide Clear Value(Content Distribution)

Algorithms

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Getting to the top of social news feeds and search engines is the key to increased brand recognition and growth of your bottom line.

Algorithms are run by artificial intelligence that learns from people’s behaviors and caters to them based on that behavior.

Google studies “Micro-Moments” The I want-to-know, I want-to-go, I want-to-do, and I

want-to-buy moments.

Engagement Wins

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Conversations, reactions, activity, and conversions all prove the value of your content.

The more proof there is that people want your content the more exposure it will get in search engines and news feeds.

Do people think/believe/feel your content is worthwhile?

Website Usability

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Once you have driven people to your website they must complete calls to action.

● If they don’t do anything, your website will not gain authority and credibility with the search engines.

● If they do not covert you will not increase your bottom line.

Leverage Partnerships

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Join forces with partners, influencers, and other businesses or organizations in your community that have active, engaged networks.

★ Link to each other’s websites ★ Tag each other’s accounts on social media ★ Share each other’s content on social, in blogs, and via email★ Comment on each other’s content ★ Campaign together with clear objectives ★ Run co-op ads

Social Advertising

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Get to know your ad managers.

● Before you boost a post, promote a tweet, or promote a pin learn how the ad manager works.

● Build and save qualified audiences. ● Target people with specific demographics, behaviors,

likes, and dislikes.

This will make your social advertising more effective.

Social Advertising

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Use website tracking and remarketing codes.

● Facebook Pixel● Pinterest Rich Pins ● Twitter Cards

This will make your social content and ads more effective.

Facebook Advertising Tips

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● If you have 1000+ customer emails you can upload your email list to create a Custom Audience in the Facebook Ad Manager and target people who already love and support your brand.

● Use Custom Audiences to create “Lookalike Audiences” or groups of people with similar demographics and behaviors of existing customers.

● Use Facebook’s Split Testing to compare ad content or audience performance.

Analyze your Insights and Analytics.

©2018 JB Media Institute LLC

Take a look at your current tracking data to see what people are relating to most.

★ Reach/Impressions - the number of people who see your content★ Engagement/Engagement Rate - the number of likes, comments,

shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate.

★ Posts/content performance - content engagement and reach stats ★ Network growth - new likes, followers, fans, pins, etc.★ Website traffic/conversions - website visitors and conversions from

social networks (requires Google Analytics and Goals)

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Homework

1. Get opinions from trusted people about how easy to us your website is.

2. Think about how you can make your calls to action clearer online.

3. Make a list of partners and influencers you want to work with that are active online.

4. Start creating intentional ad campaigns.5. Set a time to review tracking data to quantify your

success.

©2018 JB Media Institute LLC

“Give, give, give, ask.”- Gary Vaynerchuk

Read Gary’s Blog Giving without Expectation

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ResourcesJB Media Institute

Free Learning● Free Monthly Webinar: Our next Digital Drop-in is March 7th● Free Digital Marketing Toolkit

Online Learning ● Introduction to Content Marketing Course: 50% off through March

15th, use the code prospering2018 ● JB Media Institute Online: Next cohort begins April 3rd

In-person Learning● JB Media Half-Day Bootcamp: April 10th for more info contact Sarah

at sarah@jbmediagroupllc.com. ● JB Media Institute In-Person Program: Classes start May 8th

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Resources

Content Marketing

● Content Marketing Institute ● Moz.com ● WordStream (B2B Content Marketing)● Marketo.com● Neil Patel

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ResourcesDigital Marketing● Ahrefs.com

● Moz.com

● Search Engine Journal

● Search Engine Land

● Social Media Today

● Buffer.com

● Hootsuite.com

● Sprout Social