Content Marketing Essentials - Building a Customer Focused Content Strategy

Building a Customer Focused Content Strategy

March 3rd, 2016

CONTENT MARKETING ESSENTIALS

Georgiana Laudi VP Marketing, Unbounce

@ggiiaageorgianalaudi.com

What it is What it’s not

Understanding Your Customer Creating & Distributing Content

Goal Setting

Content Marketing

What it is

Content Marketing

Historical Content Marketing

Content marketing emerged in 2013 as the top digital priority for B2B and B2C

marketers, edging out former front-runner – social media engagement.

[Content Marketing Institute, 2014]

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

86% of B2B marketers and 77% of B2C marketers use content marketing.

[Content Marketing Institute, 2014]

Content Marketing in the wild

Content Marketing

Content marketing costs 62% less than traditional marketing and generates about

3 times as many leads. [DemandMetric]

What it’s not

Content Marketing

free

Content Marketing is not

Content marketing requires expertise. Expertise takes time.

Time is money.

Content Marketing is not free

fast

Content Marketing is not

Content Marketing is not fast

You’re building relationships and spreading your message over years,

not minutes, hours or days.

Content Marketing is not fast

You’re building a valuable asset, that you own.

all you need

Content Marketing is not

Content Marketing is not all you need

You need a problem to solve.Customer Personas Customer Journey

Content Marketing is not all you need

You need to solve it better than anyone.Unique Selling Proposition Killer Customer Experience

Content Marketing is not all you need

You need people to know you solve it.Social Search Email

Understanding Your Customer

Content Marketing

Customer Personas

Your Customer

Customer Personas are fictional, but data-driven, profiles of your ideal or

actual customer or customers.

What Are Customer Personas

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

By 2020, customer experience will overtake price and product as the key

brand differentiator. [Gartner, 2014]

52% of marketers support two to four roles and buyer personas with

dedicated content. [LinkedIn Technology Marketing Community, 2014]

64% of people say the customer experience is more important than

price in their choice of a brand. [Gartner]

1. Who your customers are (and could be) 2. What your customers need

3. Your customers habits & buying behaviours

Customer Personas Identify…

Customer Persona Template Example

Sample Sally

Building Customer Personas

1. Identify your target customer groups

2. Do your research

Building Customer Personas

3. Build out your personas

Building Customer Personas

Customer Personas Example

Agency Amy

They help guide and clarify the marketing strategy of small businesses,

and help larger companies keep their goals focused.

Customer Personas

The Customer Journey

Your Customer

A framework that maps the stages of your customer’s lifecycle, enabling you to better understand and thus improve

your customer’s experience.

The Customer Journey

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

48% of marketers use dedicated content to support three to five buying stages.

[LinkedIn Technology Marketing Community, 2014]

Customer Journey Map Example

The Customer Journey

1. Your customer personas

Customer Personas

Agency Amy

The Customer Journey

2. Create your customer stages

Common Customer Journey Phases

Awareness Engagement Evaluation Growth

Unbounce’s Customer Journey

The Customer Journey

3. Know your customers’ goals

Unbounce’s Customer Journey

Creating & Distributing

Content

Content Marketing

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

82% of consumers feel more positive about a company after reading

custom content. [Demand Metric]

61% of consumers say they feel better about, and are more likely to buy from, a company that delivers

custom content. [Custom Content Council]

Creating & Distributing Content

The 4 Types of Content & The 3 Ways to Source it

The 4 Types of ContentText

ImagesMultimediaInteractive

4 Types of Content

1. Text Based ContentShare information, tell stories

and drive conversations.

1. Text Based ContentBlogging Guest Posting Case Studies Cheatsheets Checklists Collateral Company News Ebooks FAQs Guides

How-To’s Interviews Lists Predictions Press Releases Print Articles Q&As Research Reports Testimonials Whitepapers

2. Image Based ContentAttract attention, communicate

quickly, add interest.

4 Types of Content

2. Image Based ContentCandid Photos Charts & Graphs Collage Comics & Cartoons Creative Photography (Facebook, Instagram, Pinterest) Illustration/Art Infographics Listicles (Visualized Lists)

Maps Memes Professional Photos (Portraits, Product Shots, Offices) Screenshots Sketched Notes Stock Photos Timelines Visual Quotes

3. Multimedia ContentSuperior storytelling using audio/visual.

4 Types of Content

3. Multimedia ContentAnimation (Cartoons, GIFs, Infographics, Typography) Audiobooks Case Study Videos Demos Ecourses Explainer/Product Videos How-to Videos Interviews

Location Tours Music Videos Songs Parodies Podcasts Presentations Recorded Webinars Slideshows Storyboards Vlogs

4. Interactive ContentEncourage active participation or creation.

4 Types of Content

4. Interactive ContentCalculators Contests Games Hashtags In-Person Events Livestream Video(Google Hangouts, Periscope, Blab) Live Webinars Maps/Tours

Polls & Quizzes Roundtables Seminars Surveys Templates Twitter Chats User-generated Content (Articles, Reviews) Worksheets Workshops

The 3 Ways to Source Content

Creating Curating

Crowdsourcing

1. Creating Unique Content

The 3 Ways to Source Content

2. Curating

The 3 Ways to Source Content

Curating Content — Comarketing

Curating Content — Comarketing

3. Crowdsourcing

The 3 Ways to Source Content

Crowdsourcing Content

Crowdsourcing Content

Content Distribution for Your Customer Journey

Creating & Distributing Content

Content Distribution

Build Awareness Increase Engagement

Help Evaluate Support Growth

Content Distribution

Build Awareness Social Search

Referral Events

Content Distribution to Build Awareness

Social Engagement

Paid

Content Distribution to Build Awareness

Search Organic

Paid

Content Distribution to Build Awareness

Referrals Partners

Customers Influencers

Content Distribution to Build Awareness

Events Online Offline

Content DistributionBuild Engagement

Email Paid Media

Content Distribution to Build Engagement

Email Lead Generation

Nurture Campaigns

Content Distribution to Build Engagement

Paid Media Lead Generation

Content DistributionHelp Evaluate

Email Paid Media

Website 1-on-1

Content DistributionSupport Growth

Email In-App Messaging

Customer Community 1-on-1

Goal Setting & Tracking

Content Marketing

Content marketing is the marketing and business process for 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.

[Content Marketing Institute]

Having a documented content strategy nearly doubles the chance that you’re

successfully tracking ROI. [Content Marketing Institute]

Goal Setting & Tracking

Identify & track your personas through your

customer journey

Goal setting Identifying Personas

Self-Segmentation by Content Lead Gen Forms

Progressive Profiling Time of Purchase

Goal setting Key Performance Indicators (KPIs)

Website & Social Analytics Email Marketing Software

Marketing Automation Application Data

Billing/Accounting Software

Unbounce’s Customer Journey KPIs

Website Analytics (like Google Analytics)

Email/Automation Reports (like MailChimp,

Hubspot)

Application Analytics or Billing Software (like Totango, Recurly, Freshbooks )

Unbounce’s Customer Journey Content

Unbounce’s Customer Journey

Unbounce’s Customer Journey KPIs

Unbounce’s Customer Journey KPIs

Beginners Guide to Search Engine Optimization

Beginners Guide to Social Media Marketing

Content About ContentLead Generation Coursehttp://the.unbounce.com/lead-generation-course/

https://moz.com/beginners-guide-to-seo

https://www.quicksprout.com/the-beginners-guide-to-online-marketing-chapter-12/

Creating Customer Personas

Building a Customer Journey

http://www.singlegrain.com/buyer-personas-2/complete-guide

http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/

http://get.unbounce.com/webinar-marketing-guide/

Blogging & Guest Blogging

Ebook Guide

Webinar Guide

Launching a Podcast

https://www.marketdoc.com/ultimate-guest-blogging-guide/http://contentmarketinginstitute.com/2015/05/guide-blogging-business/

https://www.searchenginejournal.com/ultimate-guide-e-books/143920/

Creating Case Studieshttp://unbounce.com/content-marketing/create-a-case-study-that-converts/

http://unbounce.com/content-marketing/guide-to-launching-podcast-in-itunes/

Content About Content

Resources & Further Reading: http://todaymade.com/blog/history-of-content-marketing http://www.sproutcontent.com/blog/bid/140145/7-Big-Brands-are-Succeeding-in-Content-Marketing-You-Can-Too http://www.forbes.com/sites/marketshare/2012/05/16/ge-general-mills-and-sears-explain-their-success-in-content-marketing-part-1 http://www.copyblogger.com/brick-and-mortar-content-marketing http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing http://www.vieodesign.com/blog/what-is-a-buyer-persona http://www.vieodesign.com/blog/how-to-create-a-buyer-persona http://www.singlegrain.com/buyer-personas-2/complete-guide-developing-using-buyer-personas http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/ http://blog.hubspot.com/marketing/content-marketing-plan http://www.jeffbullas.com/2015/02/06/the-5-key-pillars-you-need-for-epic-content-marketing-success http://www.slideshare.net/prnewswire/77-types-of-content-to-feed-your-audience

All Images:https://unsplash.com/collections/885/world-book-day

Georgiana Laudi VP Marketing, Unbounce

@ggiiaageorgianalaudi.com

Thank you!