7 steps to success competing with content marketing

http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/

7 Steps To Success Competing With

Content Marketing

http://www.blog.affiliatevote.com/


Introduction


Defining the intersection of brand communications and customer communications

What brand must effectively communicate. This intersection drives content marketing

strategy. What the customer wants to learn and will share. “…the [potential] customer needs evidence that

we understand their problem better than they do before they will buy, share or recommend us…”



STEP 1: Benchmark Your Current Use Of Content Marketing


Start by reviewing your previous content marketing efforts. Fewer than a third of businesses have an optimized or an advanced approach to content marketing.

Assess how well content marketing currently works for you, review:◦ 1.1. Previous content engagement and amplification using

analytics.◦ 1.2. How you evaluate return-on-investment.◦ 1.3. How well you plan and schedule.◦ 1.4. The quality of your content assert and formats.◦ 1.5. The quality of seeding and paid content distribution.



Continue…


How has your organization embraced content marketing? ◦ 9% OPTIMISED: We invest in content marketing as needed,

have well developed capabilities and are optimizing them further◦ 20% ADVANCED: We invest in content marketing as needed

with management support, but could optimize and integrate further .

◦ 36% INCONSISTENT: We invest sufficiently in some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently.

◦ 22% BASIC USE OF CONTENT MARKETING: We make some investments in content marketing, but senior management doesn’t support further investments.

◦ 13% LIMITED USE: We make little use of content marketing and there is little senior management support.



STEP 2: Devlop A Content Marketing Strategy


The majority of businesses doesn’t have one. Take control of your content marketing with a

defined strategy. Creating a content marketing strategy will help

you◦ 2.1. Determine where you need to invest to compete.◦ 2.2. Make the business case to invest.◦ 2.3. Set goals and link to ROI tracking using analytics.◦ 2.4 . Integrate your content marketing with business

goals.



Continue…


Companies with a clearly defined content marketing strategy or plan◦ 32.3% integrated into our marketing communication or

inbound marketing◦ Strategy◦ 11.7% defined in a separate document◦ 56.0% doing content marketing, but have no defined

strategy.



STEP 3: Understand Customer And Brand Needs Frome Content


Use the best analytical techniques to find the intersection of business and customer needs.

We recommend using these content marketing planning techniques:◦ 3.1. Customer persona creation◦ 3.2. Customer journey mapping◦ 3.3. Content marketing matrix◦ 3.4. Editorial calenders◦ 3.5. Effective outreach analysis◦ 3.6. Using analysis for ROI/value assessment



Continue…


Rating of content marketing techniques◦ 58.2% Creating A Content Marketing Strategy◦ 41.3% Custemer/ Buyer Personas◦ 37.5% Customer Journey Mapping◦ 35.2% Editorial Calendars◦ 45.2% Content Roi/Value Assessment (Through Analytics)



STEP 4: Make The Smart Investments In Content Marketing


Many businesses are investing more in content Marketing.

Does your level of investment allow you to be competitive?

Ensure you’re investing wisely:◦ 4.1. Content creation: Is quality and update frequency

sufficient to compete?◦ 4.2. Paid AdWords or advertising network promotion: Pay

for content to engage.◦ 4.3. Paid social distribution: The Big 5 social Networks

have many targeting opportunities.◦ 4.4. Strategy and editorial: Plan to Succeed!

http://www.social.affiliatevote.com/top-5-reasons-to-use-social-media-marketing/



Continue…


Increase Stay The Same Decrease Not Applicable

Content Creation(External Resources)

40.3% 36.5% 7.1% 16.1%

Paid Adwords Or Advertising (Network Promotion)

37.7% 37.4% 11.1% 13.8%

Paid Social Distribution (E.G. Through Social Network)

37.2% 41.2% 7.2% 14.3%

Content Promotion Through Earned Media (Social Media & Pr)

69.0% 24.3% - 4%

Content Creation (Internal-Headcount)

55.1% 37.2% - 5.8%

Strategy And Editorial 57.1% 33.7% - 6.1%



STEP 5: Select The Best Mix Of Resources


Savvy companies use a mix of in-house and agency resource.

Choose the best mix of in-house and external agency and content resources◦ 5.1. Content strategy: In-house control important.◦ 5.2. Content creation: Paying for quality can help cut-

through.◦ 5.3. Outreach and PR: Use agency contacts and

networks.◦ 5.4. Paid promotion of content assets: Agencies may

have specialized tools and techniques.



Continue…


Mainly In-House Outsourc

e

Mixture In The

Activity

Mainly Applicabl

e

We Don’t Invest

Not

Paid Promotion Of Content Assets

36.2% 19.8% 10.9% 11.7% 21.5%

Outreach And Pr 47.5% 24.7% 10.7% 6.5% 10.6%

Content Asset Creation

57.9% 24.6% 6.8% 4% 7.0%

Content Marketing Strategy

73.3% 14.9% 3.0% 4% 5.4%



STEP 6: Create The Most Effective Content Formats


Investigating in content customers value is the key to success.

Use the insights content matrix to select the best content by◦ 6.1. Defining audience needs using personas◦ 6.2. Plotting existing brand and competitor

content use◦ 6.3. Brainstorming new content ideas◦ 6.4. Prioritizing new content based on agreed

success criteria



Continue…


Relative cost effectiveness of different content marketing formats ◦ 52.0% Blog Posts Or Articles◦ 39.8% Email Newsletters Or Online Magazines◦ 25.5% Whitepapers Or EBooks◦ 24.8% Own Community Or Forum◦ 22.1% Infographics◦ 19.4% Branded Engagement/Viral Video◦ 18.6% Animated Explainer Video◦ 18.1% Webinars◦ 16.9% Industry Consumer Reports◦ 16.4% Competitions◦ 16.3% Apps& Engagement Tools◦ 12.8% Interactive Tools◦ 9.8% Quizzes◦ 7% Games



STEP 7: Use Analytics To Review Roi And Value


Many don’t get value from their analytics, the leaders do.

Setup and regularly review analytics to improve results:◦ 7.1. Define the right content marketing KPIs◦ 7.2. Define goal value in analytics to calculate ROI◦ 7.3. Don’t forget qualitative feedback tools◦ 7.4. Review performance to learn and improve



Visit Blog.AffiliateVote for getting more knowledge about Use Pinalytics to Dictate Your Content

Strategy.



http://www.news.affiliatevote.com/use-pinalytics-to-dictate-your-content-strategy/







Thank you

