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Content marketing is now a core component of digital strategy, and is integral to other areas such as SEO, PR and email marketing. A successful content marketing strategy engages new and existing audiences, and helps you have better conversations with them leading to more loyal customers, sales and profit. Our presentation looks at: - The importance of content marketing’s role in the marketing mix and strategy - How content marketing works in the owned, paid and earned media model - The impact on SEO - How to create a content plan - Measuring content marketing’s success and value
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EFFECTIVE CONTENT MARKETING STRATEGIES
INTRODUCING MINTTWIST FULL-SERVICE DIGITAL AGENCY
BASED IN LONDON AND THE GCC
OVER 25 FULL-TIME STAFF
FOUNDED 2002
WHO WE WORK WITH
Marketing, Sales and IT teams in
mid-sized and large multi-national
organisations.
WE’RE TALKING ABOUT…
The importance of content marketing in the marketing mix and strategy
The owned, paid and earned model
The impact on SEO
Creating a content plan
How to measure effectively
THE ROLE OF CONTENT MARKETING
WHAT IS CONTENT MARKETING? Content marketing is the strategic
marketing approach of creating and distributing valuable, relevant and consistent content to attract and
acquire a clearly defined audience – with the objective of driving profitable
customer action.
Joe Pulizzi, Founder, Content Marketing Institute
IT’S NOT NEW The Furrow has been published by John Deere since 1895. Jello published recipe books to encourage use of their products. Michelin tyres produced a 400-page guide to car maintenance in the 1900s.
WHY IS IT IMPORTANT? • Builds trust
• Not about selling
• Helpful, informative, passes on knowledge
• Positions you as an authority on a topic
• Shared by people that your audience trusts
• Drives audience back to your site
• Enhances and supports SEO strategies
ROLE IN MARKETING MIX
Content Marketing
Place
Price
Promotion
People Process
Physical
Product
PLACE Is your content flexible enough to adapt to where you are, e.g. online to offline, languages
PRICE Is your content valued by customers? Would they pay extra for it? Is it an added bonus?
PROMOTIONS How are you using content to promote products? Is it genuinely useful and helpful?
PEOPLE Is your content establishing the authority of key people?
PROCESS Is production of high-quality content part of your processes?
PHYSICAL How is physical content delivered?
PRODUCT Can content pro-long a product’s life cycle? Can old content be repurposed for new products?
ROLE IN MARKETING STRATEGY
? Is content a defined part of your existing strategies?
Is there a clear plan in place for its execution?
Do online and offline work well together?
SUMMARY • Content needs to be strategic, valued by the audience and
profitable
• Content comes in many forms, not just the written word
• Builds trust and authority
• Needs to be considered in all aspects of the marketing mix
OWNED, PAID AND EARNED
ACTIVITIES YOU PAY FOR TO PROMOTE CONTENT PAID
YOUR CONTENT THAT PEOPLE SHARE EARNED
SYSTEMS AND NETWORKS YOU CONTROL FOR PROMOTION OWNED
WHAT IS IT?
OWNED
PAID EARNED
ONLINE ASSETS • Websites • Blogs • Social
networks • Email lists
SHARING • Reposting • Mentions • Shares • Reviews
ADVERTISING • PPC • Social • Retargeting • Promotion
platforms Sharing is increased by paid promotion
Online assets get more exposure
SEO and content drives shares – sharing drives traffic
The Sweet Spot where all three are driving one another
HOW DO YOU DO IT?
Make content native to these assets:
• Images and infographics for social media – highly shareable
• Website copy formatted for the web
• Raise awareness of content through email
OWNED
Social media promotion – increase engagement
Use social analytics to understand reach and engagement
Content promotion platforms to spread further online, e.g. Outbrain
PAID
Hardest to achieve
Third parties sharing your content - needs to be discovered
Helps SEO by building backlinks and social signals
Aggregator sites such as Reddit and Stumbleupon will drive traffic
EARNED
SUMMARY • All three elements work best when they work together
• Develop content for each element that works best
• Paid promotion is becoming more important for driving earned and owned media
SEARCH V CONTENT
AT ODDS WITH KEYWORDS
REQUIRE DIFFERENT WEBSITE STRUCTURE
BUILD POOR BACKLINKS
“In general, webmasters can improve the rank of
their sites by creating high-quality sites that users will want to use
and share.” Webmaster Tools Guidelines
I firmly support the idea that people should have a diversified way of reaching
their audience.
So if you rely only on Google, that might not be as strong of an approach
compared to having a wide variety of different avenues by which you can reach people and drive them to your website or
whatever your objective is. Matt Cutts Head of Webspam, Google
WHAT DO SEARCH ENGINES LOOK FOR? Well-structured page:
• Content is a good length – min. 300
words, blog articles 700 words+
• How pages are linked together
• Use of headings – H1s, H2s
• Is it unique?
• How fresh is it?
Site metrics:
• Do users spend a lot of time on the site?
• Do they find it engaging?
IS THIS SITE WORTHY?
HOW DO I PICK THE RIGHT KEYWORDS? 1. IS THE KEY PHRASE RELEVANT?
2. IS THIS KEYWORD (OR SIMILAR
PHRASES) ALREADY CONVERTING?
3. AM I GETTING WEBSITE TRAFFIC FOR
SIMILAR KEYWORDS?
4. AM I ALREADY RANKING FOR IT?
5. ARE THERE CALLS TO ACTION ON THE
PAGE?
6. ARE THERE RELATED PAGES TO LINK
TO?
From 12 Tips for Keyword Selection to Guide Your Content Marketing SEO (http://contentmarketinginstitute.com/2013/01/keyword-selection-content-marketing-seo/)
WHAT CAN I DO? MAKE IT SHARABLE
Hummingbird update last year meant
Google uses social signals as a ranking
factor
USE KEYWORDS WITHIN CONTENT
Look at keyword and content strategy
should go hand-in-hand
DON’T SKIP THE DETAILS
Make sure titles, headlines and metadata
are completed and make sense for
audiences and search engines
MAKE IT EASY TO FIND
Categorise your content – this helps
everyone
SUMMARY • SEO and content marketing strategy should be mutually
beneficial to each other
• Search engines want high-quality, relevant and easy-to-find content
• Keyword research should always consider content requirements
• Keep your website up-to-date so content is shareable, accurate and well organised.
CONTENT PLANNING
CONTENT PROCESS STEP 1 – GET IDEAS • Who wants to contribute? • Meet with them regularly to discuss ideas • Talk to people around your company • Generate lots of ideas for a “content
bucket”
STEP 2 – DECIDE WHAT TO CREATE • What to produce? • Consider the time of year - what events are
happening? • How can one piece of content be
repurposed into other content?
https://twitter.twimg.com/OwnTheMoment
REPURPOSE
HOW DOES YOUR AUDIENCE CONSUME CONTENT? REVISIT CONTENT – CAN IT BE UPDATED? CAN YOU CHANGE THE FORMAT?
SHARE IT!
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Presentation
Infographic
Guest blog
Digested version
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT
Article
Add to website
Social media
Email Newsletter
Sales
PR OUTREACH
SEO CONVERT SHARE IT! Not reinventing the wheel
Can drip the content out over time
Optimise for the medium
CONTENT PROCESS STEP 3 – CREATE CALENDAR • Who will produce it • When it is due • Keywords it relates to • Circulate it to all authors
STEP 4 - PROMOTION • Social networks • Paid promotion • Email newsletter • Send to relevant clients
Item Author Due Keywords Type
Title A Person A 14/9/2014 Digital marketing, SEO
Blog
Title A
Person A 14/9/2014 Digital marketing, SEO
Infographic
Title B Person B 10/09/2014 Content marketing
White paper
Title B
Person B 12/09/2014 Content marketing
Presentation
SUMMARY • Find people who are truly going to commit to producing
content
• Regularly share content ideas
• Create a plan with clear deadlines
• Actively promote content – putting it on one or two social networks is not enough
MEASUREMENT
4 metrics to use: • Consumption • Sharing • Lead
generation • Sales
CONSUMPTION How many people have viewed/downloaded/listened to the content item?
• Page views, video/blog/pdf views, downloads
BUT DON’T STOP THERE! Look at their behaviour
• Are they more engaged than other visitors?
• Do they complete more goals on site?
• Do they spend longer on the site?
• Do they come back?
SHARING Do audiences like the content and share it?
• Likes, favouriting, retweeting, sharing, emails etc
• Linking to it
Give it an internal value to understand how it contributes actual value.
• Use paid promotion to create a value
Consider qualitative measures such as who shared it – influencer’s are valuable
• If an influence has shared it is more valuable – consider doubling or tripling the value
LEAD GENERATION How often does content create a lead?
(or What contribution does content make to my lead?)
• Form completions and downloads
• Email subscriptions
• Conversion rate
Balance between conversion and quality
• Give actions a monetary value – use past campaign data to calculate value
• Use page value data in Google Analytics
• Use campaign urls to track website conversions
SALES Did we make any money from this content?
Get regular feedback from the sales team on what content works well with prospects and
customers:
• How did content help a sale
• What do they want more of?
• What topics do they want to hear about?
• Are there content gaps?
CALCULATING ROI THE INVESTMENT
• Hours taken to create content
• Other costs, e.g. design • Overhead costs
Hours + Other costs +Overhead = True
investment
THE RETURN
• Average customer lifetime value
• Average profit margin
Converted leads x (ACLV xAPM) = True return
(TRUE RETURN – TRUE INVESTMENT)/TRUE INVESTMENT = ROI
SUMMARY • Create a content metrics dashboard
• Assign internal values to help calculate ROI
• Balance between conversion , quality and customer lifetime value
QUESTIONS?
MINTTWIST.COM
SOURCES A quick guide to Twitter’s Analytics Dashboard: http://www.minttwist.com/blog/2014/08/28/a-quick-guide-to-twitters-analytics-dashboard/
How to create an online review strategy to improve SEO reputation: http://www.minttwist.com/blog/2014/07/31/how-create-online-review-strategy-improve-seo-reputation/
Something’s rotten in content marketing: 5 signs it’s your article: http://www.minttwist.com/blog/2014/07/21/somethings-rotten-in-content-marketing-5-signs-its-your-article/
A quick guide to content curation tools: http://www.minttwist.com/blog/2014/07/09/a-quick-guide-to-the-best-content-curation-tools/
A field guide to the 4 types of content marketing metrics: http://contentmarketinginstitute.com/2012/11/a-field-guide-to-the-4-types-of-content-marketing-metrics-ebook/
Keyword selection for content marketing and SEO: http://contentmarketinginstitute.com/2013/01/keyword-selection-content-marketing-seo/
A history of content marketing: http://todaymade.com/blog/history-of-content-marketing/