Content is King (ReadyTalk Webinar Series)

Content is King:
Developing a Content Strategy
Map it, create it, distribute it, optimize it!

Housekeeping … to Get the Slides
1 Request a 1-on-1 lab online Follow the BusinessOnLine Social
Media team on Twitter at:
http://www.businessol.com/labs
@BOLSocial
if Tweeting about this session,
2 Recorded presentation & slides will please use this hashtag:
be sent via email following the event #contentmarketing

3 Become a Fan of BusinessOnLine at:
www.facebook.com/BOLOptimized

#contentmarketing @bolsocial

Who is Michael Weisfeld?
Dir. of Social Media & Senior Web Strategist
for BusinessOnLine
Building Websites & Strategies since 2002
Areas of Web Expertise:
Strategy
Social Media
Search Engine Marketing
Usability
Business Analyst
@mrweisfeld
Background in “Big 5” Management Consulting


Poll:
Do you have a content strategy?

For everyone who
answered yes, I
hope this is not
what your content
library looks like.


Agenda: Developing a Content Marketing Strategy

Review: stats & trends
Define: what is content
Present: QUESTIONS ??? please
Map It submit questions during the
Create It webinar. We will attempt to
Distribute It answer or address at the end
Optimize It ... there will be time.

Conclusion


Stats Behind the Proverb

WHY IS CONTENT KING ANYWAY?

Information Super Subway


Lots of people

Image of people transitioning to crowd over same
area…

1Billion
Internet users
worldwide with

Source: Cone, Inc.
16.2% of the users
from the United
States

State of the Internet 2009
Your target
audience is
online

Source: http://www.ekaterinawalter.com/wp-content/uploads/2010/03/State_of_The_Internet.jpg


of a typical US adult’s time
spent on all media is spent
online (TV, radio, newspapers,

%
magazines, online)

Source: eMarketer

93%
of Americans expect

Source: Cone, Inc.
companies to have a
presence in

Social Media

Law of Supply & Demand Applies

Micro Economies of Attention Micro Economies of Search
Three Demand Curve for Content Demand Curve for Queries


Learnings From a Famous Psychophysicist

DEVELOPING A STRATEGY

Pasta Sauce Strategy Decades Ago


Psychophysics Applied to Prego?
Howard Moskowitz is President
and CEO of Moskowitz Jacobs Inc.
well-known experimental psychologist in the
field of psychophysics and an inventor of
world-class market research technology.


Pasta Sauce Strategy Now
Marketing Insight:
It turns out that
people's preferences
fell into one of three
broad groups:
Plain
Spicy
Extra-chunky


Food Industry Revolution?
70
60
50
40
30
20
“Prego spaghetti sauces 10
eventually become the
number one best selling 0
new dry grocery product

85

90

95

00

05

08
of the decade”
19

19

19

20

20

20
Prego
Not actual data (dramatization purposes only)

Lessons Learned

Consider the “Situational Interest”
How ready to buy is this person?
What role does this person play
compared to his/her colleagues?
How interested is this person?
What type of message best resonates
with this person?
What information about this person
would be useful to obtain?

Resource:
http://www.businessol.com/resources
/articles/are-you-staring-at-this-title-
youre-interested-want-to-know-why


Concept + Medium = Content

WHAT IS CONTENT?

The Concept

Meaning
Message
Idea
Perspective
Facts
Emotion
Experience
Fiction


The Format

Text
Picture
Video
Table
Chart
Facts


So, What is Content?

The packaging of a
concept in a format
that is intended to
reach and be valued
by a target audience.


Examples of Content
• Photos
Tip: try various types of content • Videos
Interactive • Games
and measure fan interaction • Animation
• Music

• Forms
Transactional • Online Applications
• Contests
• Reward Programs

• Facts
• Figures
• Testimonials Informative • Data
Personal • Stories • Knowledge
• Comments • Statistics
• Questions • Widgets
• Badges


POLL

In Just 14 Years, We’ve Created…

150 billion web pages
archived since 1996
Source: http://www.archive.org


User Generated Content (UGC)…

5 million tweets
The average number of Tweets per day on Twitter.com alone
Source: MarketingProfs, LLC

1 billion posts
Number of content (web links, news stories, blog posts, notes,
photos, etc.) shared each week on Facebook
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

13 hours every minute
Hours of video is uploaded to YouTube
Source: youtube.com


Digital Representation

WHAT DOES CONTENT DO?

Content Supports Marketing
Marketing Objectives

• Drive Traffic
• Build Product Awareness
• Newsletters
• Create Interest & Demand
• Special Events
• Reinforce Brand Loyalty
• Sponsorships
• Provide Information
• Promotions & Contests

Marketing Tactics
• Drive Leads
• Employee Relations
• Increase Revenue
• Community Philanthropy
• Media Relations
• Media Tours
Strategies • Traditional Media
• Speaking Engagements


Content Drive the Flow of Information

Interaction and facilitation
of three-way conversations:
Consumers

1 company to consumers Social Media

2 consumers to consumers

3 consumers to company Consumers

Company


Understanding Online User Needs, Behaviors, & Patterns

MAP IT

AIDAEA Model for Online Marketing
Phase Goals

a Search Engine Marketing,
Advertising, Off-line

i
Campaigns, Word-of-
Mouth
Visit Website and Browse
e.g. 80% Beyond 2 min, Returning

e.g. 40%
d Visitor

Call to Action, Engagement

e.g. 30%
a Interaction, Visit Blog, On-
Site Search

e.g. 20% e Login, Purchase,
Contact, Chat, Watch,
Comment, Submit Form,

e.g. 10% a Other Activities
Promote, Publish,
Bookmark, Post,
34

Types of Purchases
Low Risk / High Volume High Risk / Low Volume
Risk
Repeat
Repeat Modified Blank Slate
Purchases
These are the These are purchases that These are the riskiest
things you buy all are made repeatedly over purchase scenarios. Risk
the time, where time, but due to the increases when you
changes in what changing nature of the purchase something and
Definition

you’re purchasing product or service, periodic have no
are minimal. evaluations are required to prior experience in the
make sure the preferred product or service
alternative is still best category.
matched to the need.
Example

Brand new technologies, major capital
Computers, software, phone systems and
Supplies and raw materials expenditures (buildings or equipment)
s

other technology purchases are
fall into this category. or a new service specific to one
examples.
circumstance


Types of Conversions
Low Risk / High Volume High Risk / Low Volume
Value

Repeat Purchases Repeat Modified Blank Slate
These are products The products represent These are the HIGHEST
purchased in mass by an UPGRADE or value products for the
the install-base enhancement to an business. Users who
customers. The value install-base customer. engage based on interest
Definition

to the business from Additionally, products in in this category represent
these products is this category include a high lifetime-value
realized by selling SERVICE customer.
LARGE QUANTITIES. AGREEMENTS.
Example

Brand new technologies, major capital
Computers, software, phone
Supplies and raw materials fall expenditures (buildings or equipment)
s

systems and other technology
into this category. or a new service specific to one
purchases are examples.
circumstance


Identify Target Personas

Source: Molecular

Messaging and Tone

Michael
Susan

Bill
Messaging Quality Knowledgeable Financing
Support, support, Quality Value
support Components & Comparison
Long term value parts
Comfort
Relaxation
Full-Service
Tone Her best friend A professor who is An assistant who
who is holding her an expert & helps him make
hand credible better decisions


Capture “Situational Interest”

First Visit / Anonymous User

Activity Repeat Visit / Authenticated User
1
Activity
3 Authenticated Customer
Activity Activity Activity 5 Activity 6
2 4


Determine the User Path

SEO
Land on video URL to
about the product eCommerce store

Link to read PDF Completes
Search for widget
about product purchase

Social Media
Watch Video on
Watch Embedded
Things to do near
Video on Blog
the factory

Link to related video Completes
See New Blog Post
on YouTube internship
on Facebook Feed
channel application


AIDA Model for Web pages

Map content to the
appropriate area of the
web page based on the
user mindset and learned
conventions.


Online Content Marketing Process

CREATE IT

Online Content Marketing Process

Discovery &
Logistics Creation Execution Maintenance
Strategy
Maintain Content based on
Baseline buzz & analytics to
Secure internal resources Create content Launch Content Industry and Technological
fuel content ideation
Trends

Build digital asset charts for
Keyword research Develop content rollout timeline Promote Content Follow-up Promotions
each piece of content

Align content with marketing
mix, marketing calendar, and Purchase the necessary media
content hosts

Keep in mind your target personas
Consider your resources and budget
Establish an editorial calendar


Producers of Content

Employee

Brand
User /
Earned Crowd


Producers & Publishers of Content

Brand Content that is produced by the brand that is intended to
convey information to the target audience.

Employee Content that is published to individuals social media profiles.
This is sometimes at the request of the brand. However, is
also produced without brand oversight or approval.

User / Crowd Content that is produced by the public. This is sometimes at
the request of the brand. However, is also produced without
brand oversight or approval.

Earned Generated by an user activity which triggers a piece of
content to be published.


Tenants of Good Content Marketing

Efficient and effective delivery
Measureable and tied to key-performance metrics
Targeted and/or personalized messaging
Clear and consistent messaging strategy
Scalable structure and organization
Allows for optimization
Efficiency in production
Generates Quality Leads


Keep It Simple…

Launch
Get feedback
Adjust
Stick to a schedule
Enhance media sharing


How to Post and Promote Using SM

DISTRIBUTE IT

Post & Promote Process

High-level process for publishing content onto the Internet:

Step 1
Strategy &
Planning
Step 2
Post Step 3
Ongoing
Promotion Self-fueling Promotion

Step 4
Monitoring & Reacting

Start Time


Create Digital Asset Charts


Distribution and Syndication…

Content syndication and distribution involves
extending content to targeted channels in an
attempt to improve the reach and frequency at
which the content is consumed.


Content Amplification

Distribute targeted Social
Content
content across relevant Media

environments with
targeted personas.

Social Media Channels Increase
Reach,
 Communities Awareness,
 Blog and
Engagement
Targeted Destinations
Partner Websites


Reach & Frequency
Post & Promote
and measure the
effectiveness of
your efforts.


Performance Monitoring

OPTIMIZE IT

SEO & SMO

Search Engine
Optimization
Social Media
Optimization


Content Optimization
Search - Measure the impact of content, social media, PR and video on
driving brand and non-branded related search activity.

Social Media – Measure the impact of social conversations across all
traffic channels.

Online PR – Measure the impact of online PR and news coverage across
all traffic channels.

Bookmarks – Measure what portion of the bookmark traffic was affected
by social media, PR and video.

Competitive Analysis – Measures the percent of your website visitors who
also visited a competitor’s website.


Finding the Sweet Spot
Strong Social • High Traffic
Value • Quality Audience
• High Participation
• High Authority
• High Number of Inbound
Links
• Valuable Content
Strong • Feature Rich Platform
Poor SEO • Analytics tracking
Value SEO
Value • Low Maintenance

Poor Social
Value


Measuring Success
Efforts can be held to
“These will be
familiar KPI’s: cumulative events
Frequency and interactions that
will build loyalty for
Reach the companies that
pay attention to
Impact them.”

ROI = BENEFITS – (COSTS + RISKS)

COSTS + RISKS Scott Monty,
Ford

Peter Kim, Social Media Predictions 2009,
12/15/2008


Achieve ROI with Earned Media

Paid Media

Earned Media

ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

60

Conversions
Attribution Analytics
The science of
determining
performance of each
marketing and/or
advertising initiative.

KPI: conversion
Lead Request
Purchase
Call / Inquiry


Conversations

Buzz Monitoring
The science of
determining the
mentions occurring on
the social web.

KPI: conversations
Sentiment
Topic Trends
Volume


Content Measurement

Brand Manager, Corporate Communications Online Marketer
Customer
Stage Awareness Influence Action
Measurement Output Outtake Outcome

What What are they saying about What does it mean to your
Who’s talking about you?
you? business?

Sample Brand association, message
Share of voice, advertising, # Site visits, registrations,
Metrics awareness, qualitative
of mentions, # of views conversions, ROI
assessment

Popular Google, Visible Technologies, BuzzLogic, BuzzMetrics,
Tools Radian6, TrackUr, BuzzMetrics, Techrigy, Cymfony, Visible Web Analytics
Technorati, Cymfony, Techrigy Technologies

Increased Measurement Value


Use Campaign Tags to Measure

Google Analytics URL Builder
http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578


Campaign Codes for Outbound SM Links
Source: Facebook Page Name
1 Medium: Facebook Page Tab
2
Name: Description of the Link
3
4 Example:
5
http://www.beewellmiles.com/BCNOS/?utm_source=BWM
%2BFacebook&utm_medium=Boxes&utm_campaign=BW
6
M%2B2_5

7
8
9


Last Click Attribution is Not Always Accurate

Last Click Attribution refers to crediting the last click
that a user made to a site conversion.
In reality, conversion may have been caused by a number
of touch points in the form of PR, social media, video, etc.

Understanding how content published affects your search
volume and conversion rate is critical in determining which
of your online marketing initiatives are most effective.


Conclusion & Questions

WRAP UP

In Conclusion

Consider all the elements
involved in the purpose
for the visit to the website
or other web properties.


Key Takeaways
1 It is not enough to just throw up a page

2 Participate in relevant and active communities

3 There is not one “right” platform

4 Integrate across platforms to connect and cross promote

5 Understand there are different types of internet users

6 Measure metrics like frequency, reach, and satisfaction


Handout: Social Media Whitepaper
For all those who
have attended,
BusinessOnLine will
be sending out
latest whitepaper

Also available here:
http://www.businessol.com/resour
ces/whitepapers/premium/is-your-
company-social


FAQs & Questions from Message Board
How do you develop personas?
Article: http://www.businessol.com/resources/articles/top-3-reasons-define-your-audience-
using-personas

How do you track and attribute conversions to content published?
Webinar: http://www.businessol.com/premium/view-through-gaining-insight-data

What platforms make the most sense for publishing content?
Webinar: http://www.businessol.com/premium/social-media-marketing-session-2-your-
company-social

How do you optimize the content produced?
Webinar: http://www.businessol.com/premium/seo-value-social-media


Questions?

Michael Weisfeld
P 619.699.0767 x247
Michael.Weisfeld@BusinessOL.com
Twitter: @mrweisfeld
http://www.linkedin.com/in/michaelweisfeld

Follow the BusinessOnLine Social Become a Fan of BusinessOnLine at:
Media team on Twitter at: www.facebook.com/BOLOptimized
@BOLSocial


APPENDIX
Additional Information and Resources

Strategy & SM Newsletters and Blogs
Jeremiah Oywang (http://www.web-strategist.com/blog/)
SmartBrief Newsletter
(http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries)
Mashable (http://mashable.com/)
Chris Brogan (http://www.chrisbrogan.com/)
David Armano (http://darmano.typepad.com/)
Peter Kim (http://www.beingpeterkim.com/)
TechCrunch (http://www.techcrunch.com/)
MarketingCharts (http://www.marketingcharts.com/)
SocialMedia Insider
(http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66)


User Centered Design Methodology

Workshop #3:
Wireframes

Workshop #2:
Information
Paths

Workshop #1:
Personas /
Scenarios


Persona Development Process
Objectives Quantitative Qualitative
Analyze Delivery
Identification Surveys Interviews

• Review project • Survey creation • Design • Analyze • Key Findings
goals • Participant interview Quantitative & • User segment
• Review recruitment questions Qualitative data information
Objectives • Survey • Participant • Prepare Report • Persona Cards
• Review Scope promotion recruitment • Create Persona
• Execution/ Cards
transcription


Content is King (ReadyTalk Webinar Series)

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