Embed Size (px)
Citation preview
content
marketing
HANDBOOK
An holistic overview of the key dimensions to consider when planning, developing, creating,
and distributing your content.
contentmarketing
01
Content marketing is a technique that produces content in a variety of media which has genuine value to a defined audience.
Now we have established what content marketing is, let’s look at the key elements required to do it effectively.
What is
Energising and engaging B2B brands
Energising and engaging B2B brands
1.
planning
02
• A content matrix that plots existing content and the channels suitable for distributing it
• An audience planner that plots content against different members of the decision-making unit
• A buyer journey plan that identifies the typical phases your audience goes through and the content you will offer them at each stage
• A calendar of activity
PPPPPP Proper Planning Prevents P@!! Poor Performance. True in most things but especially in content marketing. Random content will get you nowhere; everything needs a reason and purpose. The planning does not have to be complicated, just create some basic tools that you can use as a template:
The creation of personas for a typical buyer or audience is considered the most effective way of targeting. Remember, we are all information rich; time poor - causing us to be single minded in our outlook, based on our own needs.
2.
Target ng
Click to download the Content Marketing Handbook
03
Top 3 approaches to targeting • Industry trend • Profile/Persona• Company characteristic Content Marketing Institute UK 2014 Content Marketing Benchmark report
rele ancy
3.
Engage based on your audience’s agenda not the brand’s. What are their challenges, needs and opportunities? What is it that is keeping them awake at night?
Energising and engaging B2B brands
04
90% of people find custom content more useful with 78% believing organisations who provide it are committed to developing a good relationship with them. Customer Content Council
Click to download the Content Marketing Handbook
value
4.
Brands that produce content which adds value and provides insight in relation to the audiences’ own business goals immediately get greater traction and engagement.
05
Customers who believe a brand will provide business value are 4x more likely to consider that brand. However, personal value has twice the effect of business value across a broad range of commercial outcomes.* CEB Promotion to emotion research 2014
TT hur
5.
Let’s be honest about content – it has an agenda, but people have more respect for brands that are open and truthful.
Energising and engaging B2B brands
06
Honesty is the no1 priority when telling a brand’s story. forbes.com
Click to download the Content Marketing Handbook
B2B buying isn’t instant or impulsive. Decision-making and purchasing takes time, with customers on a journey from the point that triggers the need to the point at which they become a brand advocate. Create content that follows their journey.
journey
6.
07
Up to 70% of the buyer’s journey is complete prior to engaging a vendor. Forrester
Energising and engaging B2B brands
Miller’s law states that the average human can hold 7 ± 2 ideas in working memory.
simplicity
Valuable insight can become diluted, confusing and even get lost altogether when your content tries to communicate too much. Ensure you consider its narrative, and communicate with clarity using creativity and structure to help its navigation.
7.
08
Click to download the Content Marketing Handbook
Your business communicates the brand through everything it says and does. With your brand and its personality defined, the content you produce must support it by reflecting it in every aspect of its style and tone.
8.
consistency
09
Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time. Bruce Springsteen
Energising and engaging B2B brands
Many high value pieces of content fail to achieve their potential simply because they are hard to consume and badly presented.
9.
presentation
10
90% of information that enters the brain is visual. Eric Jensen - Brain-Based Learning
Click to download the Content Marketing Handbook
There is a big difference between brand awareness and brand fatigue. Don’t overwhelm the audience; consider the frequency, type and channel in which you share it.
volume
10.
11
People engage with 11.4 pieces of content prior to making a purchase. Forrester
Energising and engaging B2B brands
Trying to campaign too many ideas to a single audience at one time can be confusing. It’s fine to offer different perspectives of the same story, but stick to a single overall theme – focus on less to achieve more.
focus
11.
12
Nike has campaigned the idea “Just do it” for over 16 years. In the same timespan Reebok have had 14 slogans. In this period Nike’s share of the sports footwear market has risen to over 50% whereas Reebok has dropped to under 10%.
Click to download the Content Marketing Handbook
Where do your audience hang out, where do they go for information, whose opinion do they value? Don’t rely on them finding you – create a plan in your selected channels and stick to it.
distribution
12.
13
On average B2B marketers use 12 content marketing tactics.
Energising and engaging B2B brands
Effective content takes investment of both time and budget. You can realise a good return on your investment by repurposing all or parts of your content in different ways, in different channels and by targeting different audiences.
13.
14
o
o
o
repurposeAlmost 60% of marketers repurpose content up to five times. Eloqua: State of content marketing 2014
Click to download the Content Marketing Handbook
What was the objective of the content and did it achieve it? Did it generate leads? Did you get more followers on your blog, LinkedIn group or Twitter? What gets shared? Measure, refine, improve and repeat – every time, to produce more effective content.
14.
measure
15
Top three metrics used for measuring content marketing success: Web traffic, Sales lead quality, Social media sharing. Somewhat bizarrely direct sales was ranked 7th! * *B2B Content Marketing Benchmarks 2014 – Content Marketing Institute
Content Marketing CompanionEvery purchase is a journey. Your brand needs to join the customer on this journey and your content should be aligned every step of the way. Our Content Marketing Companion Guide shares the common stages from prospect to advocate with tips on how and what content will steer them in your direction. Integrated Campaign GuideWe have moved beyond thinking of marketing as online or off, inbound or out, digital or analog. Now it’s everything – connected and integrated. Our integrated campaign guide explores the basic model that will see improved results from your next campaign.
Join our nationIf you are not already signed up to Origin: nation you can register on our website. Citizenship includes advanced notice and instant access to assets and tools we create, updates on articles and what we have been up to as well as other information we think you might find interesting.
Other guides you may find useful:
16
Download the full version
[email protected] 7222111 Church Street, Old Amersham, Bucks, HP7 0DB
Let’s get socialAnother great way to stay in touch is to join us on your preferred social channel.
17
Energising & engaging B2B brands We create branding, content marketing and engagement campaigns that place the customer at the heart of everything. Integrated, independent, intelligent, and focused on measurable outcomes.
