Embed Size (px)
Citation preview
Grégory NicolaidisCEO - YouLoveWords
The Family / May 12th #16
10 rules for a Killer content marketing strategy
« Content marketing is
»
*Source : Content Marketing Academy
1. a strategic marketing approach 2. focused on creating and distributing valuable, relevant content 3. to attract and retain a clearly-defined audience 4. and, ultimately, to drive profitable customer action
SETHGODINContent Marketing is all the marketing that is left
«
»
1. Define your goals and KPIs
My goals & KPIs
1. Define your goals and KPIs
To remember Tools Key figure
1. EducationalGrow Brand awareness Thought Leadership
2. Revenue generationLead generationLead nurturing
3. Customer experienceLoyalty Customer Service
Build your own KPI’s
Dashboard
Average website conversion for companies with defined goals & processes / more
than twice that of companies without.
5.9% vs 3.8%
*Source : The digital evolution in BtoB Marketing
1. Define your goals and KPIs
Business Goal Content Objectives KPI’s
1. Educational
Grow brand awareness
Thought leadership
• Total attention time • Avg. finish per engaged story / Engagement rate
• Influencer mentions/shares • Share of voice / Share of search / Top keywords
2. Revenuegeneration
Lead generation
Lead nurturing
• Lead conversions / Avg. lead score / SQLs • Return visit rate by SQLs / Time to conversion / CPC
3. Customerexperience
Loyalty
Customer service
• Return visitor rate / Email subscription rate /… • Rating of service tools
2. Find the nice, juicy stuff that will make people care
2. Find the nice, juicy stuff that will make people care
To remember Tools Key figure
1. Stick to your manifesto
2. Define your brand territory
3. Fight the writer’s block
1. Online Manifesto1000manifestos.com
2. Hubspot.com/blog-topic-generator 3. EpicBeatHelps you power your marketing with trends, content and influencers that matter 4. Travel and visit museums ;-)
64% of consumers are driven to a
brand by shared values.
*Source : Kapost
3. Test and try different formats
Blog Post
Landing Page
Newsletter
Native Ad
Press release
Infographic Video
Social content
3. Test and try new formats
White paper
Gif
Report
3. Test and try new formats
To remember Tools Key Figure
1. Test, try and mix snack content, long reads, infographics, gifs, video, motion.
2. Think mobile first
3. Out of the box
1. Content showroomblog.youlovewords.com
2. WeDoData.com for beautiful animated infographics3. makeagif.com The average decision time to
start reading a content
2 seconds
4. Don’t forget the « marketing » in content marketing
4. Don’t forget the « marketing » in content marketing
To remember Tools Key figure
1. Insert call to actions (CTA)
2. Your content must be measurable.
3. Good content means efficient content for your audience, not just beautiful.
1. Google Analytics
2. Buzzsumo Most popular content and where they are shared.
3. Mailtester.com for newsletters
4. Synomia.fr for data
The average attention span has dropped from 12 seconds in 2000 to 8
seconds today.
The average attention span of a goldfish is 9 seconds. ~
8 seconds
*Source : Statistic brain
5. Produce content consistently, even if you are a team of one
5. Produce content consistently, even if you are a team of one
To remember Tools Key figure
1. Build your content calendar
2. Estimate time and x2 3. Produce 10 content / month
1. Google Spreadsheetto build your calendar
2. PlanTheMoment to find inspiration
3. app.youlovewords.comto brief your writers
For brands that create 15 blog posts per month
average
1,200 new leads per month
*Source : Kapost
6. Find where your tribe is and reach out for it
6. Find where your tribe is and reach out for it
To remember Tools Key figure
1. Know your persona by ♥
2. Identify points of contact3. Address your target / use triggers
1. makemypersona.com To build your own persona
2. Campaign MonitorTuesday and Thursday @10 am + automation
3. Social Networks Our tribe in on Linkedin > So we use Pulse
4. Buzzsumo Most popular content and where they are shared.
5. Ahrefs Database of backlinks
57% B2B customers are half the way through the purchasing process before they contact
a sales rep *
*Source : The digital evolution in BtoB Marketing
7. Use SEO, for real
7. Use SEO, for real
To remember Tools Key figure
1. SEO yes SIR !- Respect writing rules (H1, H2, subtitle, metatitle,) - Use cross linking
2. Identify your keywordsWith greatest search volume but lowest competition3. Favour natural linksGoogle Panda is not as cute as it seems.
1. Google adwords keyword planner
2. Yoast, Seo «for dummies »
3. Keywordtool.io You shouldn’t use more than
5 keywords per post in a same article
5
8. Spy with your little eyes
8. Spy with your little eyes
To remember Tools Key figure
1. The good’old google alert
2.Socialmention.com A tool for monitoring mentions
3. Spyfu.com A powerful tool that lets you view all data on competitors’ keywords
1. Suscribe to your competitor’s website, newsletters & social media
2. Compare their success with yours
3. Know what’s trending in your field
Average daily video views on Facebook
8 billion
« You are not alone ! »
OPTIMISE
9. Listen to the numbers and adjust accordingly
To remember Tools Key figure
1. Be obsessed with figures
2. Check them at least weekly 3. Take quick decisions
1. Google Analytics (again…)
2. Your own monthly report of the most efficient contents
9. Listen to the numbers and adjust accordingly
10% Of your content will drive
90% of your traffic
*Source : Inbound writer
Create
Engage
Optimise
10. You are the CEO (Bitch !)
