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A primer on how to market your agency through great content.
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INSIDE OUT AGENCY MARKETING
@daniellemin
@daniellemin
Content Marketing!!Content Personas!!Content Programs!!Content Workshop !
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Where do you start?
@daniellemin
@daniellemin
CONTENT MARKETING
USER EXPERIENCE?
@daniellemin
@daniellemin
USER EXPERIENCE?
@daniellemin
USER EXPERIENCE?
@daniellemin
USER EXPERIENCE?
@daniellemin
USER EXPERIENCE?
@daniellemin
USER EXPERIENCE?
@daniellemin
USER EXPERIENCE?
@daniellemin
USER EXPERIENCE?
@daniellemin
You must understand someone’s needs in order to help them solve their problems.!!
@daniellemin
This is the core of content marketing.!
@daniellemin
BE USEFUL
§ Address consumer’s concerns!
§ Aim for solutions derived from their needs!
§ Understand what motivates them and why!
§ Put your company – and your brand – in a position to be useful to them!
@daniellemin
VIDEO
@daniellemin
E-BOOKS
@daniellemin
YOUR PPT
@daniellemin
INFOGRAPHICS
@daniellemin
TWEETS
@daniellemin
YOUTILITY
@daniellemin
“Marketing that’s so useful people would pay for it.”!
!- Jay Baer, Youtility!
DON’T PRETEND
@daniellemin
@daniellemin
Great content is based on !the person, not the !demographic.!!
PERSONAS VS. SEGMENTATION
@daniellemin!
Young Mothers Urban Parents Caregivers Industry/B2B Segments!
Pers
onas!
Athlete!
Career Mom!
First Time!
Hispanic/Latino!
Home owners!
Au Pairs!
Babysitter!
Hospitals!
Day Care Providers!
Grand parents! Schools!
CPG/Baby !Products!
@daniellemin
PERSONAS AUDIENCE INSIGHTS
@daniellemin
Personas help you solve !the disconnect between what !you know and what !you assume.!!
! @daniellemin
Start with what !you know.!
§ Site behavior!§ Content preferences!§ OS!§ Browser!§ Location (maybe)!§ Site loyalty (maybe)!§ Source (maybe, maybe not)!
@daniellemin
WHAT ANALYTICS TELL YOU (USUALLY)
That’s my dog. I know that he eats dry food and chews on fuzzy toys, and he drinks water. I still don’t know anything about his persona.
@daniellemin
“ ANALYZING DATA IN AGGREGATE IS A CRIME.”!
AVINASH KAUSHIK!
GOOGLE! !
ASK QUESTIONS
§ Daily routines?!
§ Personal outlook?!
§ Why do they buy you?!§ Product expectations?!
§ How can I influence their decisions?!
§ What motivates them to action?!
§ What, ultimately, do you want them to do?!
@daniellemin
MAKE IT RELEVANT
§ What is your project goal? § How do you make money?
§ What are your brand goals? § What actions will push people in
the right direction?
§ What makes you uniquely positioned to help solve these problems?
@daniellemin
ANSWER SOME QUESTIONS
Demographics!§ Age!§ Geography!§ Climate!§ Family, pets, education!
Psychographics!§ Personality traits!§ Beliefs and opinions!§ Personality test – fit?!
Market Preferences!§ Are they a customer now?!§ Where, when do they buy?!
Needs Assessment!§ What influencers their purchase?!§ What is their path to purchase?!!Business Value!§ What makes this persona unique and
valuable to you?!@daniellemin
! @daniellemin
Know what people care about.!
BRAINSTORM TASKS
One person and task per page, along with the goal.!
@daniellemin
Person and goal, activity, action or
problem.!
CMO needs to understand how PR contributes
to her ROI.!
Busy brand manager needs to present his big campaign
ideas.!
Day-to-day community
manager needs to energize her brand’s Twitter
followers.!
PR manager needs to cast a wide net with his social and
media relations.!
CATEGORIZE THEM
@daniellemin
Category!
Audience Need!
Audience Need!
Category!
Audience Need!
Audience Need!
Category!
Audience Need!
Audience Need!
Category!
Audience Need!
Audience Need!
Of new visitors, many come through the home page and go deeper to explore the site; few navigate from home page to subscriptions page
New visitors who come to site from a deep link (not via home page) are more likely to enter subscription process
VISITOR FLOW
@daniellemin
TURN TO OTHER RESOURCES Internal!
§ Customer service data!
§ Usability surveys!§ NPS segmentation!
External (free!)!§ Quantcast!
§ Google Ad Planner!
§ Pew Internet Life!§ eMarketer!
§ Nielsen Prizm (segmentation)!
@daniellemin
§ Careful shoppers, they seek both value and quality and expect convenience from all brands in their life!
§ Proud to have a healthy, active and vibrant pet!
§ This consumer is an active family leader; may have children in sports with a busy career and a lot of balls to juggle!
§ They do their best when it comes to selecting the best food and products for their pet; they seek advice but aren't sure where to turn and have little time for research!
§ Relies on tried and true experts; more welcoming of perceived expertise. Not looking to pet food companies first, may view BRAND as a resource!
§ Brand Mix: Trader Joe’s, REI, Sony, GM!41
Content Impact: !This consumer is all about access to information at POP and online. They want easy, fast and reliable sources of info that meet their needs. Values opinions of people like them (UGC and WOM) !
EXAMPLE: PROUD PET PARENT
@daniellemin
@daniellemin
HOW TO MARKET WITH CONTENT
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DEVELOP A CONTENT STRATEGY
@daniellemin
§ Determine which personas are most important to the business!
§ Map query clusters to personas!
§ Determine priority of each cluster for the important personas!
§ Look at overall competition and search volume of each cluster!
§ What resources are needed to meet audience need?!
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HOW TO USE GOOD CONTENT
@daniellemin
§ Some obvious areas in the purchase funnel:!§ Custom landing pages!
§ Custom site content!
§ Custom images, multimedia on your site!
§ A/B testing on your SEM creative and placement!
§ Different selling mechanisms for different personas (mobile, POP, e-com)!
Awareness
Familiarity
Opinion/Imagery
Consideration
One Make/Model Intention
Shopping
Purchase
45
BRICKS VS. FEATHERS
§ BRICKS!
§ Research reports!
§ White papers!§ Videos !
§ Presentations!
§ Newsletters !
§ FEATHERS!
§ Tweets!§ Status updates!
§ LinkedIn shares!
§ Pinterest pins!§ Blog posts!
§ Blog comments!
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BRICKS
@daniellemin
§ Permanence !§ Agencies are filled with
bricks – research, positioning and messaging, media insights!
§ Brick example: CPRF “Social Media and Public Relations: Eight New Practices For The PR Professional”!§ Provide a brick that provides
value and helpfulness!§ Trade download for name
and email address!
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EXAMPLE
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FEATHERS
@daniellemin
§ Ephemeral – they quickly vanish!
§ Help bricks stay relevant and resonate long-term!
§ Agencies typically rely on these to get by with content and it’s not enough!
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FINDING GOOD CONTENT
@daniellemin
§ Places to search for existing content: !
§ Your blog!
§ The detritus of your brainstorming sessions!
§ Your new business materials (sizzle reel!)!
§ Research (turn it into infographics)!
§ E-mail (those “important reading” notes to all agency)!
§ Presentations (like this one – non-client)!
§ Other agencies (the ones you don’t compete with)!
§ Your media contacts!
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CREATING INFOGRAPHICS
@daniellemin
§ No designer on staff? Try this: !
§ Gather data from a research report!
§ Visit one of these excellent services: !§ Infogr.am!
§ Visual.ly!
§ Piktochart!§ Insert your data!
§ Dress it up with graphics!
§ Publish and enjoy!
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YOUR EMPLOYEES ARE UNTAPPED
@daniellemin
§ Think about the wealth of expertise in your agency:!
§ Weekend warriors!
§ Gardeners!
§ Fundraising experts!§ Social media stars!
§ Expert chefs!
§ Media relations bulldogs!§ Design dynamos!
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MAP YOUR CONTENT
@daniellemin
Tasks Michael would like to accomplish:!
Content to answer their need: !
I would like to make my stereo surround sound.!
http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!
I would like to stream my computer to my TV.!
http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!
I need to troubleshoot my player’s Internet connection.!
http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!
I want to download games to my player.!
http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!
I need to watch TV while I am traveling.!
http://www.contentsample.com/exampleURL!http://www.contentsample.com/exampleURL!
! @daniellemin
Be smart about search discovery.!
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MAKE MORE CONTENT
@daniellemin
! @daniellemin
Just make sure !you solved the problem.!
@daniellemin
WORKSHOP PUTTING IT ALL TOGETHER
@daniellemin
The Good Agency in Columbus, OH is in a pickle. They've got amazing teams of people, have won awards for their client work and are generally regarded as some of the brightest people in the market. !!They struggle with their marketing; they're in a mid-sized market which, although home to many big (even global) consumer brands, often means brands don't look inside the beltway, so to speak, for their agency support. They go to Chicago, New York, LA.!!They need to create some breakthrough content ideas that will disrupt their 3 key client targets: !
§ National (or global) CPG brand communications leaders who are local to the area!
§ PR folks from boutique/innovative regional brands who are based in the 150-mile radius!
§ Public affairs folks who do business in Columbus!
§ Judy oversees brand management for a large global brand active in 29 markets; US is its largest !
§ School affiliations?!
§ What does she manage in her role? !§ How does she make decisions?!
§ What is her personal life like – active, workaholic?!
§ Is she a laptop or mobile-first user?!
§ Business travel, leisure travel?!
§ Social media usage?!§ Brand Mix: What brands are in her life?!
58
Her Background!• Wharton, MBA!• Brand manager for global CPG!• 39, married with two kids!• Before current job spent 6
years at Nestle USA, worked overseas !
MEET JUDY
@daniellemin
§ Mark oversees PR for a chain of 78 regional upscale establishments!
§ He began his career as a reporter but switched to public relations after 6 years at the Columbus Dispatch; has worked for Big John’s for 15 years!
§ What about his community?!§ What about his personal life?!
§ What activities might he enjoy outside of work?!
§ What about his social media usage?!
§ What might be a professional motivator that would capture his attention?!
§ Brand Mix: What brands are in her life?!59
His Background!• Ohio State undergrad!• PR Director for Big John’s
Restaurants !• 42, married with three kids 8,
11 and 14!• Worked as a reporter
(Columbus Dispatch) for 6 years!
MEET MARK
@daniellemin
§ How might her passion for the environment translate into conversation? !
§ Could she be interested in politics, elections and so on?!
§ How might she be perceived by her peers?!
§ What might her background be professionally, before her current role?!
§ Would local media know her?!§ What might her social networking usage
look like?!§ What might she do outside of her
professional pursuits?!§ Brand Mix: What brands are in her life?!
60
Her Background!• Otterbein College undergrad!• Public affairs manager for the
Ohio Environmental Conservation Corps!
• 34 and has risen quickly through the ranks!
• Studied political science!• Married, no children!
MEET PAULA
@daniellemin
BRAINSTORM TASKS
One person and task per page, along with the goal.!
@daniellemin
Person and goal, activity, action or
problem.!
“Judy needs to understand how
to evangelize her brand growth on
Facebook.”!
“Paula is looking for ways
to be creative with her e-mail
database.”!
“Judy is looking for an
innovative social
commerce idea.”!
“Mark needs to translate the
latest Cannes Lions best
practices to his business.”!
§ Judy oversees brand management for a large global brand active in 29 markets; US is its largest !
§ Her undergrad degree is from UT Austin and MBA from Wharton!
§ She manages creative, media planning, digital, corporate communications, packaging design and distributor marketing relationships !
§ Has always been drawn to evidence-based decision making – data, analytics and research help her make very difficult decisions!
§ Exceedingly active – kids are in sports, her husband is a cyclist and she is a muy thai coach and black belt in karate!
§ Lifestyle keeps her on the go and thus she skews heavy on mobile usage!
§ Travels internationally with her family 2-3x yearly, heavy business travel!
§ Very active on Facebook; less active on Twitter and LinkedIn!
§ Brand Mix: Whole Foods, REI, Apple, Prius!
62
Her Background!• Wharton, MBA!• Brand manager for global CPG!• 39, married with two kids!• Before current job spent 6
years at Nestle USA, worked overseas !
MEET JUDY
@daniellemin
§ Mark oversees PR for a chain of 78 regional upscale establishments!
§ He began his career as a reporter but switched to public relations after 6 years at the Columbus Dispatch; has worked for Big John’s for 15 years!
§ Mark is big on the Columbus community and the Ohio State alumni community in particular!
§ He has directed sponsorship of some local charity events!
§ Mark is married with 3 kids, all active in sports!
§ Mark is outdoorsy and active; he loves mountain biking and takes his kids with him!
§ He is an above average Twitter user and is active on LinkedIn!
§ His company has won awards for customer service, product excellence and quality; you sense he has a craving for awards in his group’s work as well!
§ Brand Mix: Trader Joe’s, GM, Dell, Sony, Geico! 63
His Background!• Ohio State undergrad!• PR Director for Big John’s
Restaurants !• 42, married with three kids 8,
11 and 14!• Worked as a reporter
(Columbus Dispatch) for 6 years!
MEET MARK
@daniellemin
§ Paula is your traditional grassroots community organizer – she is an avid networker among the central Ohio community and is always looking for an opportunity to open a conversation about conservation!
§ She studied political science at Otterbein College and has been active in several political campaigns and elections!
§ She has risen quickly through the ranks of her organization and is known as an amazing generalist who can get a lot done with minimal resources!
§ She started in the non-profit sector at a local hospital but transitioned to her current role due to a love of the environment!
§ She is very well-respected among local media and they know her well, they always take her calls. She is responsive and helpful to them.!
§ She is very active in the environment outside of her work and volunteers her time at the local botanical garden and nature preserve!
§ She is one of the most active people you’ll meet online – blog, Twitter, video, Facebook!
§ Brand Mix: Trader Joe’s, Farmer’s Markets, Jones Soda!64
Her Background!• Otterbein College undergrad!• Public affairs manager for the
Ohio Environmental Conservation Corps!
• 34 and has risen quickly through the ranks!
• Studied political science!• Married, no children!
MEET PAULA
@daniellemin
@daniellemin
FINAL WORD
FORMULA
@daniellemin
GREAT CONTENT!
ACCURATE PERSONAS!
THOUGHTFUL DISTRIBUTION!
CONTENT WINS!
STOP PRETENDING
@daniellemin
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EXTERNAL TOOLS
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