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Content Marketing - Part 2
1) The document discusses how content marketing is a strategic approach focused on creating valuable content to attract and retain audiences, with the ultimate goal of driving customer action. 2) It explains that effective content marketing communicates without selling by answering questions, providing value, and building trust with audiences. 3) The best content is shareable on social media, visual, and optimized for mobile consumption, addressing customer needs through compelling stories and building brand loyalty over time.
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Content Marketing - Part 2
- 1. The anti-promotional, counter-intuitiveapproach that is winning over modern consumers. (Part 2 of a 2-Part Series)
- 2. âContent marketing isa strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audienceâand, ultimately, to drive profitable customer action.â -Content Marketing Institute
- 3. Non-Interruption Marketing: Content marketingcommunicates with prospective and existing customers without selling. How Does That Work?
- 4. 80% of businessdecision-makers prefer to receive company information in a series of articles rather than in an advertisement. 70% reflect that content marketing makes them feel closer to the sponsoring company. 60% feel that company content helps them make better product decisions. -Roper Public Affairs
- 5. ⢠The proliferationof mobile platforms and Internet- connected devices means that consumers are increasingly in charge in the production-consumption cycle. ⢠Audiences consume content on their own terms: when they want it, where they want it, and how they want it. Engaging storiesânot banner adsâare resonating with customers.
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- 7. Marketers need toshift their mental dispositions away from selling products and towards publishing conversation-driving content. They must think like magazine editors, creating compelling stories that touch each of their customers and address their needs and pain points.
- 8. Buyers Connect WithContent That⌠⢠Answers a question: what do they need to know? ⢠Relieves a doubt: why would they think your solution wouldnât work? ⢠Simplifies complexity: makes the issue easy to understand. ⢠Provides a path: shows them how to get their desired end result. ⢠Corrects a misconception: discredits misinformation and explains why. ⢠Mitigates a risk: proves your solutionâs credibility and builds consumer loyalty and trust.
- 9. 1. Shareable (akaSOCIAL) Stories are inherently social and social media is about making connections. Create content that motivates people to share. 2. Visual Emotive images, especially in video format, get shared the most. This trend is supported by the rise of visual- centric social networks: Vine, Instagram, Pinterest, and Facebook timeline. 3. Mobile âMobile storytellingâ is now synonymous with brand storytelling. Nearly 2/3 of Americans own a smartphone and this number continues to rise (Pew Research Center). Consumers are developing co- dependent relationships with their mobile devices and such devices are the chief platform through which commercial content is received. As seen in Part 1 of this series:
- 11. Working with Y&RNew York, the brand has launched a pair of Instagram accounts (@solitudeinsawtooth and @brotherhoodofwonderstone) that stitch together dozens of Instagram photos into seamless panoramas that encapsulate a unique visual narrative of each location.
- 12. How to createshareable, visual content: ⢠Listen to your target marketâwhat stories are they sharing? What meta-narratives are they following? ⢠Leverage SEO: Set up search streams with relevant keywords. ⢠Engage with your audience; ask them to participate in your campaigns. ⢠Emotively convey classic story structures; evoke inspirational feelings. ⢠Strategically build momentum: schedule your social channels to release content at the same time; target influencers and amplifiers that will share your content with a large and captive audience.
- 14. 1. Define yourkey goals and associated deliverables. 2. Craft a mission statement. 3. Document your strategy. 4. Prioritize the topics you plan to cover. 5. Strategically choose content formats. 6. Craft a social media channel plan. 7. Make use of SEO. 8. Hire a managing editor to lead your content marketing team. 9. Plan how to communicate your KPIs (key performance indicators). 10. Analyze the performance of each content piece to find out what is working and what isnât.
- 15. 1. Define yourkey goals and associated deliverables: First ask, âWhy am I implementing a content marketing strategy?â Continually check in with how content marketing is supporting your over- arching business goals. Set clear metrics for ensuring deliverable success.
- 16. 2. Craft amission statement: 1. AUDIENCE: research and craft detailed buyer personas of your target market. 2. PRODUCT: what information will your content provide? 3. OUTCOME: what will your audience be able to do once it has consumed your content? Commit to specific objectives along 3 key marketing lines:
- 17. 3. Document yourstrategy: What differentiates successful content marketers? 1. They have a clearly documented strategy in written and/or electronic form. 2. They regularly review and refer to the documented plan.
- 18. 4A. Prioritize thetopics you plan to cover: Tailor your topics to best engage your target audience: 1. Profile your database through a survey. 2. Use Google Analytics to see which posts and pages are resonating with your audience. 3. Compile user comments. Talk to people. 4. Categorize your content according to identified topics. This will make it easier to measure which topics are working and to curate and repackage those that are.
- 19. 4B. And DonâtStop There⌠High-quality content will get lost in the abyss if it lacks strategic micro-content. Micro-content: a short abstract of full content. ď E.g., a 15-word quote from a blog post, an eye-catching graphic from an infographic, or a 6-second Vine from a video interview. ď Delivers a condensed form of full content to audiences, peaking their interest and lowering the entry barrier for longer-form productions. ď Perfectly suited for sharing on social platforms such as Twitter and Instagram, where users are reluctant to post clunky white papers.
- 20. 5. Strategically choosecontent formats: Great content is undermined by inconsistent broadcasting schedules. Make sure to release content in a regular and timely manner, and understand the user expectations of each format.
- 21. 6. Craft asocial media channel plan: Social media is an essential driver of brand engagement. Use it judiciously, guided by the following lead questions: ďWhat is the goal for this channel? ďWhat is the desired action? ďWhat is the specific type of content the audience wants to get in this channel? ďWhat is the right tone for this channel? ďWhat is the ideal velocity?
- 22. 7. Make useof SEO: Search is increasingly focused on semantics (the context of a search) rather than page and keyword rankings. Marketers should readjust how they measure success by focusing on 4 components: 1. Volume: how much content youâre presenting to prospective clients. 2. Velocity: the speed at which your content moves. 3. Variety: the combination of blogs, eBooks, social posts, videos, and other formats youâre creating. 4. Veracity: how your content is perceivedâwhy Google should present it to searchers.
- 23. 8. Hire amanaging editor to lead your content marketing team: ⢠Content ideation and prioritization ⢠Content categorization ⢠Finding and managing writers ⢠Content flow and scheduling ⢠SEO ⢠Editing, curating, and repurposing ⢠Measuring ROI and communicating content effectiveness
- 24. 8. Continued: -Content MarketingInstitute
- 25. 9. Plan howto communicate your KPIs: Select and define the high-level metrics most critical for evaluating your content marketing programâs performance, such as the number of email subscribers earned, completed registration forms, sales increases, etc. Communicate the progress in something as simple as a spreadsheet:
- 26. 10. Analyze theperformance of each content piece to find out what is working and what isnât: 1. Audit the content by platform. 2. Decide which information you want to collect (e.g., key audience, format, topics, buying cycle location, etc.). 3. Determine which KPIs relate to each piece of content. 4. Calculate a baseline for each metric to determine what is performing above or below average. 5. Regularly update your tracking document.
- 27. Key Take-Aways: ⢠Contentmarketing is not a tacticâit is a long- term strategy. ⢠Successful content marketers document, track, and prove the value of their efforts. ⢠Visual, relevant, and social content drives brand engagement.