While it seems like some of the most successful content campaigns and marketing efforts are the result of creative geniuses, the truth is that coming up with great content really has nothing to do with traditional creativity.
In fact, the more "creative" our content is, the less helpful it can be for our audiences. That's because creating great content isn't actually an art – it's a science. And there's a specific process for how brands can engage and attract more customers. This lighthearted and entertaining session will reveal exactly what that formula is and how you can use it every single day.
What you'll learn:
-Understand what actually makes "great content"
-Check whether or not you and your teams are creating the right content for your organisation and your audiences
-Discover ways to get content into alignment with your goals, plus get teams on the same page
-Get reusable and strategic frameworks for content marketing success
About the presenter
Anna Hrach
Anna Hrach is a speaker, marketing strategist, and content expert who tackles her clients’ toughest marketing problems with fearlessness and tenacity. She was named one of the 50 Most Influential Women in Content Marketing of 2017. For more than a decade, she’s developed super-smart content strategies for companies ranging from up-and-coming startups to Fortune 500s. Her experience spans a range of industries, including pharmaceuticals, beauty, healthcare, hospitality, insurance, consumer packaged goods, banking, and education. She’s also helped build content departments at three different advertising agencies.
1. The Winning Formula for
Exceptional Content
Anna Hrach, Content Strategist at
Convince and Convert,
Cassandra Theocharous,
Marketing, Acquia.
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@acquiaAPAC
2. Welcome to Today’s Webinar!
MODERATOR
Cassandra Theocharous, Senior Marketing Specialist, Acquia
RECORDING & SLIDES
Will be emailed to you within the next couple of days.
QUESTIONS?
Submit your questions in the Q/A Tab and we’ll attempt to answer
them at the end of the presentation.
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3. At Acquia, we give our
customers the freedom to
build tomorrow on their
terms.
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@acquiaAPAC
4. The Winning Formula for
Exceptional Content
Anna Hrach, Content Strategist at
Convince and Convert,
Cassandra Theocharous,
Marketing, Acquia.
Follow Us !
@acquiaAPAC
13. 50%
Plan to increase
budgets over
the next 12
months
67%
Organizations
”Extremely” or
“very”
committed to
content
marketing
14. 4%
Rate their efforts
as “extremely
successful”
67%
Organizations
”Extremely” or
“very”
committed to
content
marketing
50%
Plan to increase
budgets over
the next 12
months
20. BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
21. BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POS
SOCIAL PO
CAMPAIG
BLOG POS
SOCIAL PO
CAMPAIG
BLOG POS
SOCIAL PO
CAMPAIG
34. ❑ Valuable: Agricultural tips
❑ Relevant: Tailored to 17 different regions
❑ Consistent: Delivered quarterly
❑ Real: Spoke to living a rural farmer lifestyle
WHY IT WORKED:
38. ❑ Valuable: Helps readers level-up
❑ Relevant: Tailored to readers’ interests
❑ Helpful: Different learning formats & options
❑ Relatable: Real stories from real people
WHY IT WORKS:
39. How To Create
Exceptional Content
1
Identify your
business
goals
2
Understand
your
audiences’
needs
3
Create
More by
Doing Less
4
Hire the
right
writers
41. Hard KPIs and results:
● Increase sales
● Drive more leads
● Getting return purchases
● More user registrations
● Upselling products and
packages
HOW WE
TYPICALLY
THINK OF
BUSINESS
GOALS
42. Exceptional content starts
with writing with purpose:
● Engaging audiences in
more meaningful ways.
● Becoming a go-to
resource for customers.
● Showcasing your
dedication to improving
customers’ lives with a
better product.
HOW WE
NEED TO
THINK
ABOUT
THEM FOR
CONTENT
44. ● Build trust by showing our
commitment to transparent
and ethical business practices
● Become the go-to resource
for our customers to quickly
and easily troubleshoot
implementation and
migration issues.
Great Business Goals:
45. ● Drive more qualified leads
into the top of the funnel
● Increase return visits to drive
incremental sales
Not-So-Great Business Goals
46. To easiest and quickest way
to get to the bottom of our
business goals is to ask,
“why?”
60. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us1
?
61. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why?
1
2
?
62. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
1
2
?
63. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
Why?
1
2
3
?
64. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
Why? We actually have the latest & greatest
technology
1
2
3
?
65. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
Why? We actually have the latest & greatest
technology
Why?
1
2
3
4
?
66. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
Why? We actually have the latest & greatest
technology
Why? Our culture is built on innovation
1
2
3
4
?
67. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
Why? We actually have the latest & greatest
technology
Why? Our culture is built on innovation
Why?
1
2
3
4
5
?
68. WE NEED TO DO CONTENT MARKETING.
Why? Our competitors are outperforming us
Why? They have good marketing, but we walk the walk
Why? We actually have the latest & greatest
technology
Why? Our culture is built on innovation
Why? We genuinely care about making the world
better
1
2
3
4
5
?
73. Audiences
Casual Fans Die-Hard Fans Players Officials
Segment 1 Last-Minute Ticket Membership Holders Rookies Coaches
Segment 2 One-Time Ticket Home Game Fans Seasoned Players Referees
Segment 3 Free Ticket Traveling Fans Injured Players
Segment 4 A-League
Segment 5 W-League
Example: Sydney Football Club
74. Different Needs at Different Times
Awareness
Consideration
Purchase
Advocacy
75. Different Needs at Different Times
Awareness
Purchase
Advocacy
Consideration
Where do I get tickets?
76. Different Needs at Different Times
Awareness
Purchase
Advocacy
Consideration
Where do I get tickets?
Where should I sit? How
much do I want to spend?
77. Different Needs at Different Times
Awareness
Purchase
Advocacy
Consideration
I want these seats.
How do I get them?
Where do I get tickets?
Where should I sit? How
much do I want to spend?
78. Different Needs at Different Times
Awareness
Purchase
Advocacy
I had a great time! When is
the next match?
I want these seats.
How do I get them?
Where do I get tickets?
Where should I sit? How
much do I want to spend?
Consideration
86. Onsite Search
Understand what customers and
audiences actually come to us
for and what topics they want to
see us cover.
87. Real Discussions
You customers drop hints about
content they need all the time.
Now that you now, you can listen
for ideas and new ways to meet
their needs through content.
91. THINKING &
FEELING
HEARING
GAINSPAINS
SEEING
DOING &
SAYING
What do they have to
gain from the
outcome?
What obstacles or
challenges are they facing?
Last-minute ticket
Casual fan
Mike - 42 - Sydney
There’s nothing really happening this
weekend, I wonder if there are still
tickets for the match?
“I don’t really want to spend a ton of
money on a ticket”
Friends are going, and they want to
meet up before or after
Looking at the ticketing website to
see what prices are
The match might be sold out.
Get a ticket and have a great timeFrustrated with ticket options and
ticketing system
Adverts for the match
The latest team standings and
rankings
Friends making plans to go to the
match
92. What are the key themes
you’re seeing?
What do they need?
What do they want?
What is their ultimate goal?
98. Business
Goals
Audience
Needs
Starbucks Coffee
•Try the latest drink craze
•See how to get rewarded
for drinking Starbucks
•Order online
•Find my favorite drink
•Showcase dedication to
sustainability and ethics
•Make coffee culture more
approachable
•Showcase employees and
community impact
99. Business
Goals
Audience
Needs
Starbucks Coffee
•Try the latest drink craze
•See how to get rewarded
for drinking Starbucks
•Order online
•Find my favorite drink
•Showcase dedication to
sustainability and ethics
•Make coffee culture more
approachable
•Showcase employees and
community impact
•Connect with
coffee-as-a-lifestyle content
•Showcase coffee options
and customizability
110. LARGE PIECE
OF ONSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
SMALL PIECE
OF OFFSITE
CONTENT
1:8 RULE FOR ATOMIZING CONTENT
For every large
piece of onsite
content, aim to
create up to 8
smaller pieces
of offsite content
112. SMALL CONTENT EXAMPLES
1. Infographic
2. LinkedIn blog post
3. LinkedIn social post
4. Slideshare presentation
5. Online presentation
6. In-person presentation
7. Personal email
8. SMS messages
113. PODCAST
1:8 CONTENT ATOMIZATION EXAMPLE
SELECTED AUDIO CLIP
ANIMATED VIDEO USING
AUDIO TRACK
DESIGNED QUOTE FOR
LINKEDIN SOCIAL POST
ARTICLE ABOUT TOP
10 TAKEAWAYS
LINKEDIN BLOG POST ABOUT
RECAP AND SUMMARY
PERSONAL EMAIL WITH
SUMMARY POINTS
INFOGRAPHIC WITH SUMMARY
RETARGETED ADVERTISING,
BASED ON THOSE WHO
LISTENED
128. Digital
content
creator
Don’t create positions that require superhumans
Digital writer
Brand copywriter
Content strategist
Brand strategist
Editor
Proofreader
Analyst
Graphic designer
Video producer
Photographer
129. Always bring a mix of talent and skill sets
together
Digital
content
creator
SEO
specialist
Paid
media
specialist
Content
marketing
strategist
Editor
136. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
?
137. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
❑ Time to collaborate and innovate?
?
138. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
❑ Time to collaborate and innovate?
❑ Feeling of being in the right position for their skillset?
?
139. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
❑ Time to collaborate and innovate?
❑ Feeling of being in the right position for their skillset?
❑ Freedom to take risks and try new things?
?
140. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
❑ Time to collaborate and innovate?
❑ Feeling of being in the right position for their skillset?
❑ Freedom to take risks and try new things?
❑ Ways to share ideas, feedback and concerns?
?
141. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
❑ Time to collaborate and innovate?
❑ Feeling of being in the right position for their skillset?
❑ Freedom to take risks and try new things?
❑ Ways to share ideas, feedback and concerns?
❑ Trusted environment in which they can fail fast and learn quickly?
?
142. HAVE I PROVIDED THE FOLLOWING?
❑ Clear content vision and strategic frameworks?
❑ Time to collaborate and innovate?
❑ Feeling of being in the right position for their skillset?
❑ Freedom to take risks and try new things?
❑ Ways to share ideas, feedback and concerns?
❑ Trusted environment in which they can fail fast and learn quickly?
❑ Ongoing education and opportunities to grow?
?