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5 Content Marketing
Goals for 2014
About Angela Moore
5 Quick Facts
1. With IP for Five Years
2. Started in Link Development
3. VP Client Operations
4. Works with World-Class Brands
5. Mom of three
@amcmoore | /+AngelaMoore80 | [email protected]
How It Works
#IPSpeaksQuestions, a-ha moments & blatant flattery welcome
5 Areas in Need
1. Audience
2. Measurement
3. Personnel
4. Process
5. Culture
The Importance of Goals
The Importance of Goals
1. Know where you’re going2. Know where you’re at3. Unites your team4. Simplifies meetings and work plans5. They can be changed
S.M.A.R.T. Goals
• Specific• Measureable• Attainable• Relevant• Time-bound
http://topachievement.com/smart.html
Reaching Goals
1. Write them down2. Share them with others3. Create incentives4. Review them regularly5. Celebrate the progress
Content Marketing in 60 Seconds
Content Marketing
Connecting consumers who have a need with their solution via content
Social media sites and blogs reach 8 out of 10 of all US Internet users(Content Marketing Institute)
Content Strategy vs.Content Marketing Strategy
Goal #1: Audience
Audience
“I don’t want to fail the audience. I don’t want to let them down.”
-Henry Rollins
Goal #1
Find out what your audience REALLY wants
90% of consumers find custom content useful(TMG Custom Media)
Beginners
Persona Development
Beginners
1. Demographics2. Goals3. Pain Points
Persona Resources
• Building a better persona with creative sourcing data: http://contentmarketinginstitute.com/2013/09/build-better-buyer-persona-data-sourcing-ideas/
• Free template for creating buyer personas: http://offers.hubspot.com/free-template-creating-buyer-personas
• Buyer Persona Institute: http://www.buyerpersona.com/
Intermediate
Dissect Reader Engagement
Intermediate
1. Comment analysis2. Share analysis3. Competitor review
Resource
• C Metrics Plugin from ConvertPress: http://convertpress.com/
Intermediate
1. Comment analysis2. Share analysis3. Competitor review
Advanced
Audience Involvement
Advanced
1. User Generated Content
2. Audience Polls3. Virtual Focus Groups
Recap #1
1. Set up buyer personas2. Dissect User Engagement3. Get the audience involved
Goal #2: Measure
Measure
“If you can’t measure it, you can’t manage it.”
- Peter Drucker
Goal #2
Set up a measurement system that actually works
Articles with images get 94% more views(Jeff Bullas)
Beginner
Use Google Analytics
Resource
•Google Analytics Academy: https://analyticsacademy.withgoogle.com/course
Intermediate
Use tracking URLs, set up goals & leverage conversion path analysis tools
Advanced
Try out an advanced analytics tool that creates persona profiles
Recap #2
1. Use Google Analytics2. Get familiar with in-depth
functions of GA3. Investigate an advanced platform
with user profiles
Goal #3: Personnel
Personnel
“Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.”
- Vince Lombardi
Goal #3
Establish your content marketing team
53% of B2C marketers create content entirely in-house(Content Marketing Institute)
Beginner
Find one creator.
Create one piece of content.
Repeat.
Intermediate
Schedule a regular team meeting to share ideas
Advanced
Break down the operational silos in your organization
Recap #3
1. Find one creator. Create. Repeat.
2. Schedule a regular meeting of your creators
3. Break down operational silos in your organization
Goal #4: Process
Process
“Everything is an experiment”
- Tibor Kalman
Goal #4
Organize your content marketing process
27,000,000 pieces of content are shared everyday. (AOL and Nielsen)
Beginner
Create a basic process as a starting point
Marcus Sheridan
@TheSalesLion
http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-for-your-business-in-10-minutes-or-less/
Beginner
Three Process Elements:
1. Topic Sourcing2. Publishing3. Distribution
Intermediate
Streamline your process with one improvement
Advanced
Experiment with your process & see how far you can go
Resource
Managing Content Marketing
by @Robert_Rose & @JoePulizzi
Recap #4
1. Create a basic content marketing process
2. Find one inefficiency to streamline
3. Experiment with your process & get creative
Goal #5: Culture
Culture
“Content isn’t King, it’s the Kingdom.”
- Lee Odden
Goal #5
Make content marketing a key part of your culture
86% of B2C marketers and 91% of B2B marketers use content marketing(Content Marketing Institute)
Beginner
Set up constant reminders
Intermediate
Drive your coworkers crazy
Advanced
Incentivize your team to drive awareness
Recap #5
1. Set up constant reminders2. Drive your colleagues crazy3. Incentivize your team to drive
awareness
RecapCause that was a lot of stuff…
The Five Goals
1. Find out what your audience really wants.
2. Set up a measurement system that actually works
3. Establish your content marketing team
4. Organize your content marketing process
5. Make content marketing a part of your culture
QuestionsUse #IPSpeaks on Twitter
Notes
www.intrapromote.com/CMResources14
Presentation uploaded on Slideshare
Recorded presentation available soon
Want More?
Contact
blog.intrapromote.com | @intrapromote | facebook.com/intrapromote
[email protected]@amcmoore/+AngelaMoore80
Thank you!
