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The Art & Science of Content Marketing: From Strategy to Execution to Measurement

  1. JAMIE WHALENMANAGER OF CONTENT MARKETINGLIONBRIDGE "THE ART & SCIENCE OF CONTENT MARKETING: FROM STRATEGY TO EXECUTION TO MEASUREMENT" Brought to you by
  2. WHAT IS CONTENT MARKETING? Content marketing is: •. . . the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience –with the objective of driving profitable customer action. •. . . aplace to have quick, easily digestible content that can be shared on social, in emails and in sales enablement to assist a company on educating the client on what the company does.
  3. WHAT IS CONTENT MARKETINGNOT? •A place to have gated content •A place to have solution briefs •A place to have white papers •A place for any long tail content that you have to download
  4. CHALLENGES AT LIONBRIDGE •Lack of clarity on brand messaging •Lack of online content all in one place •lots of assets, no one central place to house them all •many different landing pages, whitepapers, solution briefs, etc. but no one place where anyone could find all content •Many customer pain points
  5. WHAT IS A HUB? •Needs focused: personas, customer pain points and business objectives. •Multiple formats: articles, videos, Slidesharepresentations, podcasts, infographics, etc. •Far reaching: It will reach an audience that you were unable to reach before in an organized fashion. Hub Definition: A centralized location to house all content based around content marketing efforts.
  6. HOW DO YOU CREATE A HUB? •Strategy •Execution •Measurement
  7. PART 1: FOCUS ON THESE QUESTIONS 1.What is your company trying to convey? 2.What will the hub help your company do? 3.How will you educate upper management? 4.How will you educate your sales team? 5.How much content will you create, who will create it, and who will execute on it? 6.What is your budget for content creation? 7.Will you work with an internal partner or external agency?
  8. PART 2: DO YOUR HOMEWORK GET SMART ABOUT YOUR . . . •Company •Product and service offered andnot offered •Brand strategy and messaging •Overall content strategy •Customers •Pain points and needs •Personas (create them if you don’t have’m) •Internal Team •Teams to work with for content creation •SME’s and superstars in the company that can help you in times of need
  9. PART 3: CREATE A CONTENT STRATEGY FOR YOURHUB •What is our GOALand OBJECTIVEin creating the Lionbridge Content Taxonomy? •What is the Elevator Pitch for Lionbridge content? •What is the MISSION STATEMENT for our content?
  10. DEEP DIVE INTO LIONBRIDGE CALENDAR BREAKDOWN 1.Open Days: place where extra articles can be placed on a month of overflow articles 2.Polls: there will be 1-2 per month 3.Video: there will be 1 video a month 4.Blog: there will be 1-2 blogsper month 5.Articles:(2 per week) Content topics that are relevant to new business objective (subject to change per quarter)
  11. DEEP DIVE INTO LIONBRIDGE CONTENT TEMPLATES •Editorial Content Calendar •Article outline with SEO/Keywords/META description •Social Strategy and Social Calendar •Style Guide •Content Submission Form •Process for requestingcontent to be curated •Best practices: Content on the Center, by format •Content inventory •Content taxonomy •Customer stories
  12. EXECUTION: TAXONOMY •Collaborate with a web developer •Consider: •subscription •titles for categories of content •rssfeeds •search bars •url •Keywords •website platform to use( Wordpress/ Squarespace) •having comments on or off •newsletter for promotion
  13. EXECUTION: PUT PROCESSES IN PLACE •Building out contentand images •Editorial Content Calendar, updates and uploads to hub •Launching the hub (will it be all at once or a phase approach) •Weekly meeting with internal business stakeholders •Weekly outreach plan for email and other assets •Content/social distribution plan for all content that goes live Caution: Do not launch unless you have all content ready to go
  14. EXECUTION •Get ready to launch your hub!!! •Smile, and pride yourself in a job well done, this took a lot of work. •Once it launches get ready for the next step: measurement of the success of the hub
  15. MEASUREMENT: HUB PERFORMANCE •Define measurement goals/metrics •growth in engagement •brand awareness •content curation growth •page view growth •social growth (followers, shares, likes) •ID technology to track the metrics •Snagit •Google Analytics •Curata •Excel •Social Platforms
  16. MEASUREMENT •Track your data weekly vs. the goal •Hints to help you: •Use visuals to better understand and communicate data •Regularly update your team and sponsors •Track what content isand isn’tdoing well •Start small and then look into deeper dives
  17. PLEASECHECK OUT THE CONTENTHUB FOR LIONBRIDGE@ CONTENT.LIONBRIDGE.COM PLEASEFEEL FREE TO CONTACT ME WITH QUESTIONS @ JAMIELALIBERTE@GMAIL.COM -OR- FOLLOW ME ON LINKEDINAT WWW.LINKEDIN.COM/PUB/JAMIE-LALIBERTE- WHALEN/31/7/50B/ THANK YOU!
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