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Content Marketing Process
A guide to developing a standardized content marketing process and framework
TOPO© 2013 TOPO
www.topohq.com
Content marketing is putting marketers under a lot of pressure
SEARCH ENGINE OPTIMIZATION
EARNED MEDIA
SOCIAL MEDIA MARKETING
MARKETING AUTOMATION
MOBILEDEMAND
GENERATION
EMAIL MARKETING
INBOUND MARKETING
THOUGHT LEADERSHIP
POSITIONING
EVENTS
BLOGGING
VIDEOWe’re gonna need more
content.
CUSTOMER PRIMING
ONLINE MARKETING
How can marketing create great content at scale with limited budget
Top three content marketing challenges
• Producing high quality content 41%
• Producing enough content 20%
• Budget to produce content 18%Source: Content Marketing Institute
Frameworks are good at solving these types of problems
Frameworks make day-to-day operations and tactics more efficient by providing…
• Standard definitions of objects and activities
• Best practices for common processes and tasks
• Reusable templates and libraries
• High level, conceptual methodologies
• Software that automates tactical activities
A proposed framework for content marketing
Use networks of contributors such as employees to create content
Content is published into libraries that include different asset types
Distribute content to target audience via various channels using automation
Understand content performance and optimize programs accordingly
Identify content marketing programs based on business objectivesPLAN
CREATE
PUBLISH
DISTRIBUTE
ANALYZE
Plan – Develop themes that will convert buyers up and down the funnel
1. Ask 10 buyers what 3 pieces of content they most want from you – try to understand why they want it and how they would use it
2. Remember that remarkable content has 3 parts: it’s fun/engaging; it’s useful; and it’s easy to consume (balancing fun with useful varies by market)
3. Start at the top of the funnel with big, engaging topics and then move down the funnel with more specific topics - registration requirements should change accordingly
Create – Get other people to create content for you and use workflow
1. Get other people to create content for you – employees, customers, third part experts, and freelancers will all create content
2. Establish a simple workflow that sources raw material from subject matter experts, routes it to an editor, and then routes it to a designer
3. Invest in creating a core asset that is substantive enough to support your content marketing program in many different ways
Publish – Create once, publish many is the ultimate point of leverage
1. Create once, publish many – use that core asset for each theme to publish many different types of assets
2. A single core asset can be published into various blog posts, syndicated articles, presentations, videos, and countless other assets
3. Identify the common asset types that you will support as a marketing organization and standardize around these
Distribute – Promote content using a variety of distribution tactics
1. Invest in a core set of no more than 3 distribution tactics that will allow you to hit your numbers for this specific campaign
2. Surround those 3 core tactics with other distribution tactics that can deliver upside against the number
3. Allow for some unscientific distribution – some times it’s ok to set content free into the wild and watch what happens
A proposed framework for content marketing
Use networks of contributors such as employees to create content
Content is published into libraries that include different asset types
Distribute content to target audience via various channels using automation
Understand content performance and optimize programs accordingly
Identify content marketing programs based on business objectivesPLAN
CREATE
PUBLISH
DISTRIBUTE
ANALYZE
Three companies producing great content at scaleMr PorterMenswear ecommerce company publishes original editorial content, generating 22M monthly page views
AirbnbMarketplace for finding accommodations publishes focused neighborhood guides
ZendeskSaaS-based customer service software publishes engaging B2B content such as white papers