Content Marketing Workshop 2017

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  • Debbie Williams

    Co-Founder/Chief Content Officer

    Content Marketing Workshop Learn to grow your business and customer relationships through content marketing.

    @debwilliams23

    @sproutcontent

    #contentmarketing

  • Who Am I?

    20 years experience in strategic, creative

    content, helping companies create their

    voice & positioning:

    12 years as senior copywriter for

    global consumer brands in NYC

    8 years as content marketing/inbound

    marketing agency owner: SPROUT

    Content, Platinum Level HubSpot

    Partner

    Content Marketing Author

    11 years on Gulf Coast

    NJ/NYC area Native

    Debbie Williams

    Co-Founder/ Chief Content

    Officer

    SPROUT Content

    @debwilliams23

  • Who are you?

    2017 Content Marketing Workshop

  • Pre-Event Survey

    Q1: Which of the following best describes your job role? (please choose only

    one.)

  • Pre-Event Survey

    Q2: Do you have a documented content marketing strategy?

  • Pre-Event Survey

    Some of your greatest content marketing

    challenges:

    Staying current with SEO and site traffic.

    Understanding what is most effective.

    What content to develop and who will develop it.

    How to share your expertise.

    How to create a custom marketing plan.

    Frequent, consistent dynamic content.

    Reaching and engaging an audience that is not

    opted in.

  • Pre-Event Survey

    Top things you hope to take away:

    Improve buyer journey

    Develop engaging content

    Expand content reach

    New ideas, and effective strategies

    Metrics, tools and tactics

    Content marketing strategy

    Creating and using buyer personas

    Understanding SEO and increasing site

    traffic

  • AGENDA

    . Content Marketing Overview

    Content Marketing Strategy

    Buyer Personas

    Editorial SEO

    Keyword Exercise

    Content Ideas

    Editorial Calendar Exercise

    Content Distribution

    Q&A

  • What is Content Marketing?

    Content marketing is a strategic marketing

    approach focused on creating and distributing

    valuable, relevant, and consistent content to

    attract and retain a clearly defined audience

    and, ultimately, to drive profitable customer

    action.

  • Content Marketing Overview

    You are your own media company. Every company, in any size and industry, can create and distribute

    educational information and build trusted audiences.

  • Content Marketing Overview

    Your Readers dont just want CONTENT they want solutions to problems.

  • Content Marketing Overview

    The Ultimate Goal

    Become the trusted, expert resource in your industry,

    where your customers are looking for information online -

    so they FIND YOU and CHOOSE YOU.

  • Content Marketing Overview: WHY?

    THE WORLD HAS

    CHANGED.

    HOW PEOPLE SEEK OUT

    INFORMATION AND MAKE

    BUYING DECISIONS HAS

    CHANGED FOREVER.

  • Content Marketing OverviewIn 2011 (6 years ago!), Google

    released the Zero Moment of Truth

    (ZMOT)Whether we're shopping for corn flakes,

    concert tickets or a honeymoon in Paris, the

    Internet has changed how we decide what to

    buy. At Google, we call this online decision-

    making moment the Zero Moment of Truth

    or simply ZMOT.

    81% of buyers research before they buy, consulting an average of 10.4 sources. (in both personal and business decisions)

  • Content Marketing Overview

    Decision making: The HARD STATS

    94% of buyers conduct online research at some

    point in the buying process.

    The average buyer progresses nearly 60% of the way through the purchase decision-making

    process before engaging with a person at your

    company.

    People turn to the internet and social media first. If they are looking for your products/services what

    are they finding?

    http://www.fronetics.com/why-visibility-needs-to-be-part-of-your-business-strategy/https://blogs.hbr.org/2013/07/the-perils-of-being-a-social-media-holdout/https://blogs.hbr.org/2013/07/the-perils-of-being-a-social-media-holdout/

  • Content Marketing Overview

  • Content Marketing Methodology

    ATTRACT CONVERT CLOSE DELIGHT!

    Strangers Visitors Leads Customers Promoters

    Blog

    Social Media

    Keywords

    Influencer

    eBooks

    Social Ads

    CTAs

    Landing Pages

    Forms

    Contacts

    Infographics

    Webinars

    Video Testimonials

    Email

    Workflows

    Lead Scoring

    Sales Intelligence

    Foundational Strategy

    Buyer Personas

    Content Audit/Inventory

    Competitive Analysis

    Content Style Guide

    SEO Strategy

    Social Media Strategy

    Content Mapping

    Influencer Marketing

    Strategy

    Social Media

    Email

    Workflows

    Influencer

    Surveys

    Promotions

  • Gilmore Services has an almost

    equal grade in the HubSpot

    marketing grader than national

    leader Iron Mountain

    Content Marketing Levels the Playing Field

  • Content Marketing Levels the Playing Field

    Gilmore Services has PAGE ONE rankings for their top

    keyword, in between two of the biggest national

    competitors.

    The meta

    descriptions for all

    three companies

    are similar and

    include the same

    keyword phrases.

  • SPROUT CONTENT

    Page 1 of national search

    results for content

    marketing agency

    Content Marketing Levels the Playing Field

  • Content Marketing Strategy

    CONTENT MARKETING

    STRATEGY

  • Content Marketing Strategy

    How many of you have

    a documented

    content strategy?

  • Content Marketing Strategy

  • Content Marketing Strategy

    Essential Factors to Content Marketing

    Success:

    1. Company wide buy-in from the top down

    (marketing is no longer a department)

    2. Alignment between marketing and sales

    3. Documented content strategy aligned to

    GOALS

    4. Content resources and accountability

  • Content Marketing Strategy

    Essential Factors to Content Marketing

    Success:

    4. Content resources and accountability

    5. Content mapped to your buyers journey

    6. Consistency (in voice/brand and publishing

    cadence)

    7. Content distribution strategy

    8. Measurement and Tracking

  • Content Marketing Strategy: Test

    EXERCISE:

    The Content Marketing

    Test

  • Content Marketing Test: (1 pt for each Yes)

    Best Practice YES NO

    Company wide buy-in from the top down

    Alignment between marketing and sales

    Documented content strategy aligned to GOALS

    Content resources and accountability

    Content mapped to your buyers journey

    Consistency

    Content distribution strategy

    Measurement and Tracking

    Content Marketing Strategy:Test

  • Content Marketing Strategy

  • The biggest content marketing

    mistakes companies make:

    0 PLAN + 0 GOALS + 0

    MEASUREMENT =

    Content Marketing Strategy

  • 0 results found.

    Content Marketing Strategy

  • Content Marketing Mistakes

    @SPROUTContent

  • Pre-Work:

    SET MEASURABLE GOALS AND BENCHMARKS

    Content Marketing Strategy

  • 1: Outline content marketing goals.

    Clearly outline your goals before you start

    anything else.

    What do you want to achieve? (site traffic,

    thought leadership, leads?)

    What metrics will you use to track success?

    Is this feasible?

    Content Marketing Strategy

  • Content Marketing Strategy

  • 2: Establish KPIs (Key Performance Indicators)Determine the KPIs you will evaluate to determine whether

    your content is successful.

    Content Marketing Strategy

  • 3: Measure Success

    What tools will you use to measure performance?

    Content Marketing Strategy

  • Content Marketing Strategy

  • Buyer Personas

    BUYER PERSONAS

  • KNOW AND DEFINE YOUR AUDIENCE

    Buyer Personas

  • Buyer Personas

    What is a buyer persona?

    Buyer Personas are: fictional,

    generalized representations of

    your ideal customers.

    They help you understand your

    customers (and prospective

    customers) better, and make it

    easier for you to tailor content to

    the specific needs, behaviors,

    and concerns of different groups.

  • Buyer Personas

    @SPROUTContent

    While 64% of the C-suite have final say in decisions, so do 24%

    of the non-C-suite, 81% of which have a say in purchase

    decisions. If youre marketing to only the highest level executives,

    youre not reaching those who are looking for you first.

  • Buyer Personas

    Each persona uncovers the most important messages to

    be included in the content you publish and provides insight

    on how to lead your target audience down the sales funnel.

  • Buyer Personas: SAMPLE

    Financial Decider Diane

    Goals

    Creating value for shareholders

    Increasing stock price

    Delivering predictable performance

    Recognition from CEO, BODs

    Building personal street cred

    Challenges

    Maintaining/increasing top- and bottom-line revenue

    Staying aware of planned/proposed SEC reg changes

    Keeping financial data secure

    Exceeding shareholder expectations (stock price, EPS, EBITDA, etc.)

    Keeping Finance team engaged/motivated

    What we can do

    Help team collaborate more easily

    Provide regulatory expertise and filing support

    Mitigate external market risk with accurate, timely reporting to SEC

    Save time for team to focus on other company/dept. objectives

    Help them rest easy; make them look smart

    SAMPLE

  • Buyer Personas: Exercise

    EXERCISE: WHO is the persona?

    WHAT do they do? What does their day look

    like?

    WHERE is the gap in their needs/wants?

    WHEN do they need to close this gap?

    WHY do they care about us?

  • Buyer Personas: Exercise

    PERSONA NAME: (based on role not Title)

    ROLE IN DECISION MAKING:

    Who reports to/direct reports

    Researcher/middle/final/financial

    GOALS:

    Personas primary goal

    Personas secondary goal

    CHALLENGES:

    Primary challenge to personas success

    Secondary challenge to personas success

    HOW WE HELP:

    How you solve your personas challenges

    How you help your persona achieve goals

  • Buyer Personas

    How to create buyer personas:

    1. Identify the important decision makers throughout every

    stage of the sales cycle, from research to financial

    qualifier to decision maker.

    2. Develop strategic questions to reveal who they are, their

    core responsibilities, pain points and challenges, and

    decision criteria.

    3. Conduct interviews (with real people).

    4. Use social media for additional insights.

    5. Develop content ideas inspired by real insights into what

    your buyers need to know from you.

  • Buyer Personas

    For more information on developing buyer

    personas:

    http://www.sproutcontent.com/buyer-personas-marketing-through-

    the-voice-of-your-buyer

    http://www.sproutcontent.com/buyer-personas-marketing-through-the-voice-of-your-buyer

  • Editorial SEO

    SEO

  • Editorial SEO

    Develop Your SEO Plan

  • SEO SIMPLIFIED

    SEO is all about content and vice versa.

    Editorial SEO

  • SearchEngineOptimization

    Optimize content so PEOPLE and SEARCH

    ENGINES (Google, Bing, etc.) can find you.

    Editorial SEO

  • WHAT DOES OPTIMIZING YOUR CONTENT

    MEAN?

    Search engines need content to deliver

    results.

    Content marketing is content.

    Creating QUALITY relevant content helps

    Google, and people, FIND YOU.

    Editorial SEO

  • A SIMPLE SEO PLAN - YOUR CHECKLIST.

    Develop buyer personas.

    Conduct keyword research.

    Determine the most common phrases your buyers are using to

    find you.

    Create a content plan mapped to your personas and keywords.

    Create QUALITY content.

    Ensure proper meta descriptions (back end of content), internal

    linking and headers (front facing content) are complete.

    Editorial SEO

  • Start with Keyword Research.

    Using a tool like Google Adwords Keyword planner,

    HubSpot, SEM Rush or MOZ, start a list of the top words and

    phrases people (your customers/personas, not you) would use

    to find solutions to their challenges.

    Word Current Rank Monthly Searches Difficulty

    CPC

    Editorial SEO

  • EXERCISE:

    WRITE DOWN THE TOP 10-15 KEYWORD PHRASES YOU

    WANT TO BE RANKED FOR - AND THAT YOUR AUDIENCE

    MIGHT USE TO FIND YOU.

    Editorial SEO

  • HOMEWORK THIS WEEK:

    Go to: https://moz.com/free-seo-tools and

    analyze the top 5 words youve listed. This is a

    starting point for your research.

    Editorial SEO

    https://moz.com/free-seo-tools

  • Use a tool or spreadsheet to analyze results

    and choose your top keyword opportunities.

    Editorial SEO

  • Create a content roadmap for each persona that addresses

    their major pain points while executing the SEO strategy.

    This is accomplished with a content funnel strategy targeting

    each stage of the buyers journey (Awareness, Consideration,

    Decision) with relevant topics and keyword phrases.

    Editorial SEO

  • How does it all come

    together?

  • Content curation team for Venue, not

    necessarily for AD

    Lacking structured creation and

    distribution schedule

    Reactionary

    Lacking measurable goals

    Not created for specific personas

    Become viewed as a thought leader

    Be found online organically

    Establish a regular content creation and

    distribution schedule

    Create content for personas

    Financial Decider Diane

    Search Engine

    Optimization

    Keywords are available for Venue and

    AD (a more extensive list is available

    for AD)

    Initial and current rankings per keyword

    are unavailable

    Competitive analysis conducted by

    Sprout

    Take stock of previously

    established foundational

    research, analyze current goals

    and processes, and create

    Phase 1 of Content Strategy

    based on available information,

    to identify and meet attainable

    goals.

    Phase 1 of Content Strategy

    Establish a blog editorial calendar

    and production process to:

    Ease current gaps and

    frustrations in the content

    production process

    Create high quality content,

    regularly, in order to

    increase SEO and organic

    search results, and increase

    reputation as industry

    thought leader

    Match content to specific

    personas, and their buyers

    journeys

    Build ABC brand reputation

    and recognition as a thought

    leader

    Buyer Personas

    Current content

    creation process

    Current content

    goals

    PHASE 1:

    INITIAL STEPS

    AIM

    GOALSAVAILABLE INFORMATION

    SAMPLE

  • Content Mapping

  • Use what youve learned about your

    buyers journey to plan your content

    editorial calendar mapped to

    keywords, personas, buying stage.

    Editorial Calendar

  • Content Editorial Ideas

    EDITORIAL CONTENT

  • Content Editorial Ideas

    HOW DO YOU COME UP WITH SO

    MANY INTERESTING TOPICS???

  • Content Editorial Ideas

    IDEAS ARE ALL AROUND YOU!

    Google Trends helps you identify trending topics and see the

    popularity of various search queries over time.

    https://www.google.com/trends/

  • Content Editorial Ideas

    Google AdWords Keyword Planner gives you insight into the

    searches your customers are performing, including linguistic

    opportunities you may not have otherwise uncovered.

    https://adwords.google.com/KeywordPlanner

  • Content Editorial Ideas

    BuzzSumo lets you research specific topics and see what articles

    about those topics have performed well, giving you insight into how

    your content may perform.

    http://buzzsumo.com/

  • Content Editorial Ideas

    Your own data, such as website and social media analytics, can

    give you a wealth of insight into your audience and content

    performance.

  • Content Editorial Ideas

    Interview your internal subject matter experts.

    Sales Team

    IT

    Product Specialists

    Customer Support

    Content marketing needs to be a company-wide collaboration.

  • Content Editorial Ideas

    Set Up Google Alerts alerts.google.com

    - Find Relevant Content to share

    - Listen for Story Ideas

    - Build Your Influencer List

    - Monitor keywords and industry news

  • Content Editorial Ideas

  • Content Editorial Ideas

    www.hubspot.com/blog-topic-generator

  • Content Editorial Ideas: Advanced Tip!

    HubSpots built-in content cluster tool helps you find and build-

    out the most relevant topics based on what your audience is

    searching for.

  • Create How-To Guides and longer form

    educational content.

    Content Editorial Ideas

    Dont be af...