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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Success through content marketing requires a powerful content strategy. I’ll teach you how to build user personas, optimize your content sales funnel and organize an expert content marketing team.
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agileleverage.com @coreypost
Generate a Content Strategy to Create Rabid
Fans and BuyersPresented at Affiliate Summit East 2014
agileleverage.com @coreypost
About Me
• Founder of Content Marketing Firm, AgileLeverage.com
• Speaker/Writer• Marketing Leadership
Experience at Startups and Public Companies
• Currently Serve as Entrepreneur in Residence at The Startup Factory
• Earned MBA from the Darden School of Business Administration at the University of Virginia
agileleverage.com @coreypost
Engage As We Go!
Please feel free to Tweet questions/comments during the presentation:
#ASE14@CoreyPost
We have a short time together. Email me questions as they come up:
agileleverage.com @coreypost
Create Personas
• Fictional Representation of Your Buyers/Customers
• Try to Understand Who They Are
- Use Real Customer Data
- Demographics- Online Behavior- Surveys- Fill in “Gaps” with
Educated Hypotheses
agileleverage.com @coreypost
Create Personas
• Build “Persona Cards”• Descriptive name:
“Technical Tina”• Representative Picture
of “Tina” • Background• Demographics• Pain Points
- How Your Product/Service Relieves Those Pain Points
• Messaging that Resonates
agileleverage.com @coreypost
Negative Personas
• Not Everyone Is/Should Be a Customer
• Consider:- Freebie Hunters- Poor ROI- Lack of
Discretionary Income
• Eliminate “Non-Prospects” to Help You Focus on “Right Prospects”
agileleverage.com @coreypost
Learn More About Personas
agileleverage.com/personas
agileleverage.com @coreypost
Important Questions
• “Who will prepare - write, edit, shoot, design - my content?”
• “Who will promote my content via blogs, Twitter, Facebook, etc.?”
agileleverage.com @coreypost
How to Find the Right People
• Utilize Your Existing Resources • Volunteers• Industry Connections• Interns• Staff
• Consider Third Party Sites Like Elance.com
• Focus on Ability and Interest• Requisite Skills to
Perform Job- Writer Must be Able
to…Write- Match Member
Interest to Subject Matter
agileleverage.com @coreypost
Determine Your Goals
• Key Performance Indicators
• Sales• Leads• Pageviews• Downloads• Members• Likes• (re)Tweets• Links• Unique Visits
agileleverage.com @coreypost
Calculate Your Success Metrics
• Assign Value to Metrics to Determine “Content Winners”• Subjective:
A Pageview is Worth ‘X’ to Your Organization
• Objective:A Sale (with lifetime value calculation) is Worth ‘Y’ to Your Organization
agileleverage.com @coreypost
Track Your Results
• Consider Using Google Analytics
• Set Up Event Tracking
• Set Up Goal Pages• Thank You Pages• Attach Monetary
Amounts• Create Funnels• Determine Where
Prospects “Drop Off”
agileleverage.com @coreypost
Determine Content Distribution Channels:
Organic• Email • Newsletter• Blog Post• Links• Press Release• Social Media• Your Profiles• Reader Profiles
- “Share This”
agileleverage.com @coreypost
Determine Content Distribution Channels:
Paid• Promote Your Content
Through Social Ads• Advertise Your Post on
Facebook• Advertise Your Tweets
on Twitter• Don’t Forget YouTube
and LinkedIn• Consider PPC• Important to Track
Spending Against Goals/KPIs
• Monitor Your Campaign Data and Iterate Messaging
agileleverage.com @coreypost
Create an Editorial Calendar
• Map Content Creation Over Time
• Envision Content Creation Process
• Stay Organized• Allocate
Resources- Ideation- Creation- Distribution
• Tie Content to Goals/KPIs
agileleverage.com @coreypost
Use Analytics to Ideate and Eliminate
• Find Themes that Generate Pageviews• Develop a Series• Expand the Content• Create Related
Content• Find Themes that Have
High Bounce Rate but a lot of Pageviews• Consider Changing
Content, Images or Design
agileleverage.com @coreypost
Content Strategy Resources
agileleverage.com/AffSumm
agileleverage.com @coreypost
Let’s Connect
Email: [email protected]: @coreypostContent Marketing Newsletter: agileleverage.com/news