Don't Interrupt, Attract! Content Strategy is the Hidden Engine of the Library Marketing Cycle
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At Library Marketing and Communications Conference 2017, a presentation and discussion of content marketing, mistakes to avoid, and how to craft a content strategy to drive a more successful marketing plan Save time and resources through better upfront planning, creation of a brand voice, understanding of content ownership, and workflow.
![Today’s Talk
IS ABOUT…
• Importance of Attract, not
Interrupt in marketing
• Common mistakes to avoid
• How Content Strategy [CS]
drives Content Marketing
(really ALL marketing)
• Let’s relook at good practices
for CS
IS NOT ABOUT …
• Everything Content Marketing
[CM]
• How do develop personas
• Social media planning
• SEO
• Details of creating content
• Repurposing, recycling
• All the tech or the tools
(Unusual for me, I know!)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Don't Interrupt, Attract! Content Strategy is the Hidden Engine of the Library Marketing Cycle
- 1. Don’t Interrupt, Attract! Content Strategy Is the “Hidden Engine” of the Marketing Cycle Jennifer Burke, IntelliCraft Research Marketing Tool Talk.com @theinfohound #LMCC17
- 2. Today’s Talk IS ABOUT… • Importance of Attract, not Interrupt in marketing • Common mistakes to avoid • How Content Strategy [CS] drives Content Marketing (really ALL marketing) • Let’s relook at good practices for CS IS NOT ABOUT … • Everything Content Marketing [CM] • How do develop personas • Social media planning • SEO • Details of creating content • Repurposing, recycling • All the tech or the tools (Unusual for me, I know!)
- 3. Planning How often do you get to think or plan vs. marketing ‘emergencies’?
- 4. Why Are You Marketing? Photo by Eunice Lituañas on Unsplash
- 6. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” Content Marketing Institute
- 9. Interrupt vs. Attract “Old School” • Traditional marketing • Outbound • Push • Interruption • Aggressive • One-way • Volume/Quantity “New School” • Content-based marketing • Inbound • Pull • Attract, engage • Permission • Two-way conversations • Quality Jennifer Burke @theinfohound #LMCC17 Marketing Tool Talk.com
- 10. CMI (Content Marketing Institute) 2016 Benchmark research
- 11. Let’s Avoid Common Mistakes • Not Doing Research - Making Assumptions • Being Inconsistent • More Is NOT Better • Believing Your Content Will Go ‘Viral’ • No Voice for Your Brand • Not Taking Advantage Of What’s Already Been Created • Who’s in Charge Around Here? “Bueller …. Bueller … Bueller?” • Not Planning Content Promotion in Your Schedule • Forgetting to Include a CTA • NO Content Strategy!
- 12. Let’s Avoid Common Mistakes • Not Doing Research - Making Assumptions • Being Inconsistent • More Is NOT Better • Believing Your Content Will Go ‘Viral’ • No Voice for Your Brand • Not Taking Advantage Of What’s Already Been Created • Who’s in Charge Around Here? “Bueller …. Bueller … Bueller?” • Not Planning Content Promotion in Your Schedule • Forgetting to Include a CTA • NO Content Strategy!
- 13. Soapbox Moment Photo by Borna Bevanda on Unsplash
- 14. What’s Content Strategy? CS is … • Substance – what is needed • Structure – framework, the how • Process – who does what, when, with what tools, what resources • Governance – decisions and ownership CS is Not … • Your social media accounts and what to post there today • A list of blog posts, topics, or articles to put on your website • Series of how-to, educational videos or podcasts or blog posts • Your newest service and how you’re promoting use of it Jennifer Burke @theinfohound #LMCC17
- 15. No More Adhoc Content Substance • Audience • Message • Voice, Tone • Topics • Source Structure • Workflow • Where • Tools • Maintenance
- 16. Content Strategy Controlling voice, tone, style, format, for right mix of content (high quality, engaging, relevant) for each channel, for the purpose of meeting needs of your audience/community.
- 17. Getting Better at Content Right Now • Do Less, Not More • Know What You’ve Got • Listen More • Roles, Responsibilities • Be Like Nike – Just DO IT
- 18. You DO Need a Content Audit
- 19. Knowing What You’ve Got = Audit • Count = quantitative inventory, ‘what’s there (or everywhere)’ • Assess = qualitative, ‘Is it any good?’ • Audits also include talking and listening – with all stakeholder • Keep a user/patron’s eye to content as you review • Review for: • Readability • Actionability • Intended audience • Intended action • Depth • Age/currency of content • Tone/voice
- 20. How Will You Answer These Qs – Daily? • Why? • For Whom? • What? • When? • Where? • How? • With what? • How often? • What’s next? Photo by Emily Morter on Unsplash
- 21. Who’s In Charge Here? Being responsible and ‘owning’ content ‘Doing’ all the content
- 22. Let’s Just Do It Because we gotta start somewhere.
- 23. Staying Inside the Lines Voice Tone Style
- 24. What is Voice in Content? “Voice is the sum of all the strategies used by the author to create the illusion that the writer is speaking directly to the reader from the page.” -Don Fry, quoted by Roy Peter Clark in Writing Tools: 50 Essential Strategies for Every Writer “Think of a good conversation with a friend, leaning in for the drama, leaning back for a laugh. How does your content become that friend?” -Patti Wolter, Medill on Media Engagement, from Content Strategy for Professionals course Is your library the: Trusted Friend, or Helpful Authority, or Innovative Changemaker, or Responsive Performer?
- 25. Tone
- 27. Workflow + Planning Editorial Calendar Is Great … But It’s NOT Strategy
- 29. Word – my Facebook biz page in Oct Excel
- 30. Modeled from schedule from Hubspot -Pulls category info, content upgrade info from a different sheet
- 33. Story • Relationships Useful • Findable Current • Engaging Flexible • Shareable Magnetic, Attracting Content
- 34. Let’s Sum It Up • Be clear, succinct • State what content your org produces should accomplish • Clarify tone of all your content • State your org’s content voice • Define overall topics, types, formats of content • Be clear about what channels, platforms for distribution are appropriate for your org, your community (and your limited resources) • How does your content support, complement, or relate to your users’ experiences • How does your content relate or fit your audience/user personas • When scheduling, assign roles/responsibilities, CTAs, and metrics
- 35. Yes, it’s hard But you’re ahead because you are HERE. Jennifer Burke @theinfohound #LMCC17 Marketing Tool Talk.com
- 36. My Content Strategy ‘Bookshelf’ • Kristina Halvorson’s Content Strategy for the Web • Bailie & Urbina’s Content Strategy: Connecting the Dots Between Business, Brand and Benefits • Colleen Jones Clout: The Art and Science of Influential Web Content • Ann Handley Everybody Writes • Ann Handley, CC Chapman Content Rules • Margot Bloomstein Content Strategy at Work • CMI website (contentmarketinginstitute.com) & their CCO print publication (free) • Scott Abel, The Content Wrangler blog & twitter • And more …
- 37. Jburke@intellicraftresearch.com Library Marketing Tips: www.intellicraftresearch.com/blog Sign up for FREE monthly webinars: www.marketingtooltalk.com @theinfohound Contact Me for More!
Notas del editor
- There have been great presentations here on social media [Amanda Roper, Maria Atilano + April Hines], presentations on archetypes [Laurita] that could carry over to persona work; sessions for improving tactical work in PR, email, in library signage, driving traffic with Google Ads, and more. I’m here to talk about pulling those pieces back together – to make all of that work harder for you, without you working so much harder! So many of our great sessions talk about successful implementation of tactics, showcase case studies – but I want to make sure we don’t forget the beginning. PLUS – I’m all about INTEGRATED MARKETING. If you know me from past presentation, conferences, workshops, or you’ve come to one of my free monthly lunch-n-learn webinars – you know I talk about marketing tools – A LOT. But not today. We can chat how various tools help us do the ABOUT side, and to ATTRACT – in those monthly chats – MarketingToolTalk.com to see date of next one.
- Not often enough I think. How often do you feel overwhelmed by the marketing, by the content you need to create and manage?
- Why are you creating content right now? What’s your goal? What’s the library’s goal? Does your current marketing project support + fit library objectives? Does your current marketing work fulfill your users/patrons/communities needs? How do you know? And if NOT – why are you doing it? 1 Question – Keep this in mind today, and always. Why should my community care? Why should my user/patron/customer care?
- What does “CONTENT MARKETING” mean to you? How familiar are you with the term/concept? What does “Content” mean” What about “content Strategy”? Content Strategy – How it fits with CM Show of hands: how many have a blog for their library, on their library website? How many are on Twitter? Have a Facebook Page for your library? Instagram? Snapchat? Tumblr? Using YouTube for library videos? Excellent! (and I’m sure you’ve already picked up tips on all those tools and platforms in other LMCC sessions) You’re already content creators. You’re using the tools that help drive Content Marketing. Don’t need to tell libraries about power of stories – do I? But … Are your efforts on Twitter, Facebook connected to YouTube, or Snapchat, or your physical flyers, bulletin board, white boards, emails, brochures … Talking integration. Strategy.
- Here’s where I disagree with others here at LMCC who have mentioned Content Marketing … It MUST still drive an action. ALL marketing is about sharing a message in order to create an action. The action can differ As the above quote says, the idea behind content marketing is to create and distribute content that engages your audience and leads them to take action. And every org has an audience - for profits and nonprofits alike. Creating and distributing content to ATTRACT customers/users/clients/donors Can be nearly any media format Non-promotional - goal is NOT to sell directly, no ‘push’ [Can, and should, still have a CTA] Ongoing process – not a one-off thing; can’t just create one piece of content and walk away or expect results Still needs to be part of a strategy and coordinated campaign Educational nature and qualities of good CM make it a perfect fit for libraries and our missions
- Traditional marketing = interruption It’s always screaming “Look at me! Pay attention to me! HELP ME, ME ME!” SELL SELL, BUY BUY
- New = Inbound = Attract, Engage. more listening It’s saying, “Do you care about this? Let’s talk. We care about it too.” Today, we try to pull customers/clients/patrons in with content that interests and engages them.
- Outbound = hit the masses; ‘spray and pray’; usually people did NOT ask for this communication Hopes that by pushing enough instances of a message in front of enough people, interrupting whatever else they’re doing/watching/listening, done enough times – they will remember your brand when they need X that you offer. Hope that right message to right person at some time (may not even be right time). Expensive to create and maintain [Hubspot] Inbound = quality over shear quantity; front-loaded efforts, the long play; people have asked to have a ‘conversation’, invited you in, searched you out (or searched for something and found you as solution); your brand/org seen as source of valuable, helpful info – a ‘go-to’ solution on X + Y Why else change to Inbound – to CM? People have more power to tune out, to block the interruptions. (the upside? Of the filter bubble) Caller ID, Spam filters, Promo folders in inboxes, DVDs and streaming to skip TV ads; Satellite radio or premium streaming audio skips those ads; Toss Direct Mail right into recycling bin; skip the booths at conferences and trade shows – don’t need to be live, in-person for a demo; visit websites, attend webinars – skip sales calls
- Don’t have a content marketing plan at your library? No content strategy? You’re not alone! Many biz don’t; many other nonprofits do not. But more each year in CMI’s research show they realize they need plans and % who have one is growing. [In 2014 – first time I presented at a conf about CM – 54% of NP’s NO CM or content strategy; By 2016, had dropped to 26% who said No strategy – but … 34% who say they have one, say it’s not documented. So it might as well not exist! CMI says most (75%) NP marketers are in the young/early/adolescent/first steps of CM
- Don’t skip the steps of audience research – don’t assume you know all you need to, or could know, about the MULTIPLE audiences that all libraries have. Don’t go with your gut on what key topics must be addressed in/with your content for marketing. If we aren’t consistent (and strategic) about what we share, when, and where – we are NOT helping our organizations. If you don’t have the resources to commit, don’t do it. Don’t get on that extra social platform, don’t create videos (no matter how many times I tell you to!). Don’t do it if you can only post/share/blog ‘every so often’ or ‘when we have time’. Sorry. Hurts you more than helps I just said consistency matters – it does. But Quality matters over shear Quantity. This isn’t going to be ‘spray and pray’. We’re going to be super intentional Or if not ‘Viral’ – thinking that CM and your strategy ends at putting it out ‘there’. Nope. Even if you DO hit a hot button topic and it rides a ‘viral’ wave – what are your prepared to do to capture and KEEP some of that attention? How will you keep the engagement going? What’s your promo plan?
- Can’t work on avoiding all of those TODAY. Will touch on how Voice, Tone, Style is part of CS How Roles, Responsibilities are key part of CS How Integrated Marketing is about an Integrated Schedule – that your Editorial Calendar is NOT your CS (but is key part) and it should include roles, assignments, deadlines, promotion, repurposing –and not just what gets sent out when
- SOAPBOX moment - If you don’t have time to plan, you shouldn’t bother to keep pumping out marketing materials. I know there are pressures, ‘fires’, deadlines – but you might as well be back at ‘spray and pray’ days, hoping, racing to execute, hoping something, somewhere sticks. But you won’t know what’s working. Or you keep redoing things, starting over every campaign, or nearly as bad – just reusing the same tired messages and content with no adaptations. I am distressed because you are wasting your precious, valuable time. BUT … I am also happy, joyful, and relieved because I know that is NOT you, NOT your libraries - BECAUSE YOU ARE HERE, AT lmcc17, HERE WITH ME! YOU KNOW BETTER! [side note … I know we’ve talked branding, importance of it … but sometimes do we take that too far? I keep seeing conversations on social media with librarians asking for help coming up with clever, cute names for events and programs – why aren’t we calling it what our patrons think of that event? Why trying to be cute? Have you tested that name? What happens when come up with something .. Awkward?!] Content development is not like baking a cake (assemble ingredients, bowl, stir, bake, frost, eat) – more like running the whole bakery (real estate, staffing, funding, do we bake cakes or pies, cookies or cupcakes, how many …. )
- IS: Substance - (topics, formats, types, sources), what messages to convey Structure - priorities, organization; tone, style, metadata Process - ; and how to keep it going Governance: what are your policies, guidelines, standards? Who has last say? Who thinks of the content? Who approves the content? What happens if content needs to be edited, how/when does that happen? Do you have a documented approval process? Can you simplify it? What happens when positions change, people leave, responsibilities change?
- Who is this for? Message – words, imagery, the CTA Style guides for tone, voice- what’s your word choice, patterns; avoiding jargon; what words NOT use Topics – what matters to your audience, not just you or your library Source – where’s the content coming from (original, curated, repurposed, user generated) Structure – how’s it getting done Worflow – timing, roles, responsibilities, budgeting resources ; approvals, potential obstacles or slow downs Where – what platforms, channels, formats (e.g. it’s video, and it’s going to Facebook, YouTube); also navigation and findability Resources – what tools do you need, what outside help, what can you do with free tools what do you need paid tools for Maintenance – who’s in charge, who and how decide to get rid of an old, outdated piece of content – or can you update and recycle or repurpose; archiving, metadata, -“Stop taking an ad-hoc approach as a specific content need or budget issue arises.” And if because of budgets, in-house teams, boards or stakeholders, you can’t break free from ad-hoc -- at least make sure all team members, interns, freelancers, volunteers (whomever helps you do the work) is working from the same, single strategy and plan. Use whatever tool works to communicate and know what everyone else is responsible for and doing.
- But keep it simple. You need to know what you’ve got. Don’t reinvent the wheel!
- Don’t wait for a web design or moving to new CMS, or some other far away time – Audit now! Start simple, break it up, prioritize and triage; But do it (so you don’t re-do things later) Do what you can – it might be better to start with some qualitative assessments as you concentrate on ‘is this stuff any good?’ and ‘is it doing the job it needs to do?’ Q – Who’s done a content audit for their library? What tools have you used? Would recm’d? (we aren’t getting into how-to today) Audits also include talking and listening – w/ all your key stakeholders, get their input and needs, expectations of the conent/messaging you put out/have (b/c then you know what gaps you have between what content is missing, what’s too hold, what’s not meaty enough); plus by talking/listening you find out who thinks they’re in charge, who might really be … or not Keep a user/patron’s outside eye as you review: is it useful, usable, findable, relevant, enjoyable, engaging, compelling [remember, the purpose of marketing content – get someone take action] Look for: who is the intended audience (does the content really fit?), the voice and tone, depth, age/date/currency, readability, actionability Q – What else might you assess or audit on?
- Listening. Listen some more. Ask questions.
- Roles, responsibilities Workflow, processes (I don’t mean who’s creating the content or doing the day-to-day marketing content work – but that matters! Who is ultimately responsible? Who is taking ownership? Who can you turn to for solid answers on ‘yes/no publish that’) Where does the buck stop? Everyone? By committee? Just you? Just 1 person and you’re scared to death they will disappear/retire/fall ill/pregnancy leave? 1 person who just keeps responding to all requests and putting out fires – but can’t ultimately say Yea/Nay? And this needs to be accounted for in all workflows, documentation, review and your calendar/schedule Being responsible and ‘owning’ the content, empowered to do so NOT EQUAL responsible DO it all, deliver all, govern all . Fine line.
- So, let’s start with a plan, a simple plan. Put the pieces together and get closer to tactics, creation, sharing HERE is where we tend to think ‘TACTICS TIME!’ well …. Halvorson advises, go ahead and get it out of our systems – brainstorm, write it down, map it, jot it – get all the ideas for tactical stuff out there THEN … ask that brainstorm, brain dump: Any themes here? What’s in common? What about these tactical ideas might prevent us from doing something? Or prevent us from doing an even cooler, better thing with our messages? ‘If we didn’t have to do this [something on list], what else could we do with our content or messaging instead?’ Does this REALLY help us get closer to X goal? Y goal? How so? If a magic wand appeared and solved our problem (that we were creating content to address, that we were marketing around) – then what? What would we do next? Before we go out and DO the stuff, ok to be ASPIRATIONAL about where we’re going, and even how we want to get there
- Q – What guidelines on branding, voice, style does your library already have? Influence from college, from branch system, from local govt? Voice, Tone, Style Start small and what you can USE day-to-day; what issues come up most often? Where are there conflicts or questions between college marketing dept and library, between director and marketing team, between different colleagues’ approach? How does your library sound? (e.g. are you in agreement over “user vs. patron vs. customer vs. member” or what about “staff vs. employees vs. team”. IT MATTERS. We KNOW it does. how/who you partner with, your branding, handling images
- Personality and Perspective from which your brand/org/library speaks e.g. your voice to your kids (esp if you’re the disciplinarian) is different than voice with your friends, partner or your own mother You MAY have a different voice with different library users, supporters, stakeholders – how do you want each to perceive the library via its marketing message? BUT – you need to keep a consistent VOICE through your messaging - your tone and style may/will change
- Attitude and mood of communications. Can change by format, message, and audience. E.g. Serious, helpful tone when talking great need to support local library and its funding E.g. Cheerful, celebratory when talking successful events Will it be: Playful Humble Confident Respectful Practical Witty Serious
- Style = manner in which you share Voice + Tone e.g, maybe you have very casual style with family, close friends; but not at work; or you’re casual at work, but only compared to a lawyer or accountant Chatty Concise Crisp/Abrupt/Curt Casual Formal Informal Lyrical Technical Q – How can you customize your library’s voice or personality with different tones or styles? In what what ways could different tones come out in, or through, your comms?
- Why you Need an Editorial Calendar So you have a strategy, your have your voice, and you’ve decided certain messages should go out via email – great. When? And why only on email? How will that email be repurposed to Facebook? What offline channels will you use to share the same info that was in the email? How are you encouraging library users, event attendees, fans to share and promote that event you emailed them about, Facebooked, and shared offline? Who’s doing that? Who’s responsible for the repurposing? Who gathers responses, watches engagement, and checks other metrics to see if this was successful? You’re not doing that adhoc, willy-nilly, or on the fly – are you?
- Editorial calendars help you stay focused on your marketing goals. Calendars help you turn ideas into action Calendars help you prioritize. Calendars help you enforce deadlines Calendars help you draw boundaries [keep from trying to over share, or under share – from trying to cram too much in 1 message] Calendars help you break down silos. [share across departments, teams – e.g. programs, fundraising; children’s, adult services; between branches;] Calendars help show delegation, responsibility, ownership Calendars help you create and maintain consistency. And I don’t care what kind of calendar or tool you use! Find what works for you and your library.
- Should my content and planning calendars be all in one place, one tool? YES! Do what I say, not what I’ve done. ;-) To be fair, the Excel chart on left for Twitter is older – but using Excel helped me track character limits, as well as topics, dates, times, images added – then import to Hootsuite or Buffer or Social Jukebox, etc The Excel at right is a version of a GANTT chart to plan out a workshop creation, promotion timeline
- Show the communications channels(S) Show intended audiences – when you have different messages to share for parents vs. high schoolers vs. small biz owners – show when and where you will communicate with each Show participants, supporters, stakeholders, influencers – who needs to see or review before something sent out Your what – topics, messages – make sure right amount of time on each Realistic time frames
- Is your content the same old same old? How will you measure success – especially if it’s the same stuff? Where are you ‘planting your flag’? [Kivi LeRoux Miller]
- How Can You Differentiate What’s Your Call to Action? (the CTA for the Library, The CTA for this event, the CTA for this campaign, the CTA for this particular Facebook post)
- Format, channel, platform follows from story.
- Org intent and approach to CM? How define your strategy What’s your declared intention?
- Even CM, content strategy expert and author Kristina Halvorson, says this is something she hears from many of her workshop participants. And I’ll tell you the same thing she tells them … “yes it’s hard. You’re not going to leave a workshop or a one-hour talk and go back to your org and suddenly find yourself with funding and staff and group hugs.” No wands or magic spells, no quick marketing solutions here. But you ARE ahead of the game because you HERE – at this conference, attending sessions, not just mine, and networking. Because what all of us committed to communicating authentically, helpfully, valuably, as humans to humans, need … is more of us. Colleagues and collaborators who GET IT. Who keep learning, keep trying, keep planning and strategizing, keep adapting, and keep sharing.
- Plus others Steve Krug Don’t Make Me Think Halvor’s blog and site at Brain Traffic http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com#more Moz