#FusionMex Content Workshop: Content Marketing in Practice, Antwerp June 10, 2014
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My deck from a 45 minute workshop covering lessons learned and practical approaches that have worked for me and shaped our content strategy at Paper.li. As a one person team for many years I needed a plan and approach that would serve our community, grow our user base and align with business goals.
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#FusionMex Content Workshop: Content Marketing in Practice, Antwerp June 10, 2014
- 1. Content Marketing in Practice 15:30 – 16:15 Content MarketingConference Europe #Fusionmex Kelly Hungerford @kdhungerford Source:Wikipedia
- 2. We need to do something about I hear epic content is the answer. revenue loyalty awareness As a manager, how will we approach this and where do you start? As a team member, how do you go about creating content?
- 3. If You’re Not Confused What are our overarching goals? Who’s my user base? What are their specific problems? Who will help me create this content? Where will I publish it? How will I distribute it? What content will be required to support the goal and attract new users?
- 5. Who’s Your Audience? XPLANEEmpathyMap Identify with Empathy Understand their PINs (Problem, Interest & Needs) Use data to validate & adjust
- 6. Feel Alone? Think Again! Content marketing is about building relationships (within and outside of the organization) Content creators can be found throughout your organization and in your community You need to become a “content machine” to make an impact – team + organization + community Me
- 7. Plan, Promote and Track Content Editorial calendar Content creation overview Promotion & Distribution Data capture Editor & writers Managers Community/Social Media Managers
- 8. Design Your Process Research: pick your persona, choose your topic based on their PIN Review existing, curate or create Publish, promote, distribute Measure & analyze Re-purpose Problems, Interests & Needs Text PDF Video Etc. Planned Unplanned KPIs
- 9. Content to Serve the Community Paper.li Support Started Feb 2011 50-60k views/month 300 tickets/month
- 10. Content to Educate the Community Paper.li Community Blog Started May 2011 30k+ views/month Awareness via our community Contributors = ambassadors & industry or niche experts Safe ground to experiment
- 11. Content is the Community! Pre-Chat Post (in 30d) Impressions Post-Chat Content (in 5d)
- 12. The Heart of Content Marketing “Wrap your content around your customers and you give them a reason to love you.”
- 13. My Favorites: Reading & Resources • Audience, Jeff Kohr, Wiley, 2013 • Content Chemistry, Andy Crestodina, Orbit Media Studios, 2012 • Content Rules, Ann Handley, C.C. Chapman, • Optimize, Lee Odden, Wiley, 2012 • The Power of Visual Storytelling, Ekaterina Walter & Jessica Gioglio, McGraw-Hill, 2014 • Think Like a Rock Star, Mack Collier, McGraw-Hill, 2013 • http://www.orbitmedia.com/blog/ • http://contentmarketinginstitute.com/blog/ • http://www.copyblogger.com/blog/ • http://alistapart.com/blog
Editor's Notes
- I’m Kelly work at Paper.li Content, Community and Communications Show of Hands: Who’s working in marketing, pr or communications? Agency? Managing content creation Creating content
- When I started at Paper.li in 2011, this was the situation. Our business goals Grow like crazy Build a community Can I do it? Of course, no problem! Where would you begin? Let’s hear from you: content creators , what’s your first step? Managers?
- “This is where I was three years ago.” The story of how I began at Paper.li We had a blog and a twitter account and I was tasked with writing 2 posts a week and to lend a hand with Twitter. In order to answer user questions I was going to create a static page, like many free services do, to answer Frequently answered questions. So I wrote and blog posts failed. Meanwhile I was answering emails… and building relationships and adding value. I went back to management and asked to change our goals
- I went back to our team and asked for a strategy change. Emailing with our users was providing more insight and relationship building than blog posts that were falling on deaf ears. I asked for budget to build a help desk to begin our community building efforts there. We were able to capture and track valuable customer data and feedback. Over the next 30 days I was able to gather the data and feedback needed to kick-off my content creation process. In creating your content strategy aligning with only business needs is not enough. You need to balance business with customer needs - your content strategy falls in between to guide you. Not only do you need a strategy to guide your content efforts, but you need to understand your company or teams goals in order to sell your content success back up the line, always mapping back to the goals of the company. If you aren’t familiar with Alex Osterwalder’s Business Model Canvas, it’s a great book to help you map business, partner and customer needs in order to gain a 360 degree view.
- Empathy is the key to business and content success You need a 360 degree view, not only who they are but also how they feel. What their pain points are, roadblocks are. Involve coworkers in the process: departments/ co-workers, management, community Define your audience Tools to listen and monitor the outside world Interviews (customers, prospects, trolls, partners – anyone involved in your value chain or eco-system) Set your goals here! What is the outcome you’d like to see down the road! I was able to begin working on my community building strategy. Now all I needed was my team. Wait, I’m alone!
- Here’s what I learned. Content marketing isn’t a department. It’s an approach and a discipline It isn’t “owned” by one person or one department You don’t work in a silo Customers Colleagues Community It is a very similar approach to how Project Management works within a company. There may be a team who oversees and educates, but PM or CMs are sprinkled throughout the company. ( whether they know it or not) COMMUNITY WAS KEY AND STILL IS KEY FOR ME. I weave our community into as many content opportunties as I can. The content team includes a dedicated editor, writer content writer And reaches out to Organization: co-workers or team members Community: users, influencers, industry experts 6. Content marketing is a relationship-building work, within and outside the organization