Content marketing strategy
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How to build and implement an effective content marketing strategy including practical examples and tools to implement your strategy
![HOW TO BUILD AND IMPLEMENTAN
EFFECTIVE CONTENT MARKETING
STRATEGY
Sohaib Thiab
@sohaibthiab
Sohaib.thiab[at]gmail.com](https://image.slidesharecdn.com/contentmarketingstrategy-160720090103/85/content-marketing-strategy-1-320.jpg)
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Content marketing strategy
- 1. HOW TO BUILD AND IMPLEMENTAN EFFECTIVE CONTENT MARKETING STRATEGY Sohaib Thiab @sohaibthiab Sohaib.thiab[at]gmail.com
- 3. What is content marketing • Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience — and, ultimately, to drive profitable customer action. • Content marketing is communicating with customers and prospects without selling.
- 4. What is content marketing about? • Its about tactics and execution • Building a trusted connection between a company’s products or services and the market the might end up purchasing them. • Building content that people not only want to consume, but will also help them through the sales funnel
- 6. Building your content strategy 9 steps to an effective content marketing strategy
- 7. 1- Vision! Know where you’re going! How will this content help me get there?
- 8. 2- Define your audience
- 10. Content audit
- 11. 4- Goals
- 12. A good time to revise you’re brand’s personality
- 13. Not you’re regular 404
- 15. Where do these belong? • Blog posts ? • Discovery • Webinars ? • Discovery • Special offers? • Retention • Testimonials and reviews ? • Conversion • Case Studies? • Consideration • Effective product UX ? • Retention
- 16. 5- Building you’re content team
- 17. 6- Content Ideation 1- You’re swipe file – Bookmarks 2- Brainstorming 3- Competitive research, subscribe to all their newsletters 4- Build personas 5- Identify your audience needs
- 18. 7- Content Creation • Editorial calendars
- 19. Content creation
- 20. 8- Content Promotion tactics • Influencer marketing • Comment marketing • Guest posting • Outreach/PR – Tips from Distilled - https://www.distilled.net/blog/distilled/how-to-pitch- journalists-pro-tips-from-a-buzzfeed-contributor/ • Social media • Paid promotion, social and search • Native ads • Email marketing • Syndecation
- 21. 9- Analytics
- 22. The result of good content marketing
- 23. Content marketing strategy statement
- 24. Content marketing strategy statement
- 25. Example 1 - GetResponse 1- Excellent blog with 1 post every day. http://blog.getresponse.com/ Some of the titles from the blog: - 5 Skills Community Managers Need For Sky High Social Media Results - The Seven Most Common Marketing Automation Myths - 15 Reasons You Should Be Using Digital Marketing Automation 2- Well promoted free trial for new signups
- 26. Example 1 - GetResponse 3- Adopted Influencer marketing, case study for each influencer https://www.getresponse.com/customers
- 27. Example 2 - HubSpot • Not 1 but 7 blogs! • Library of all of their content https://library.hubspot.com/ • 35 blog posts per day • 25 tweets/retweets per day • 3 Facebook posts per day • 1 email sent out every day • 10 Instagram posts per week • 22 Youtube videos per month
- 28. Example 3 – WholeFoods • Brand embraced healthy living and earth conscious living • How to save money and eat healthy • Easy way to preserve summer foods
- 30. Example 5 – Hipmunk travel site • Catchy content on their blog: • The Traveler’s Guide to Tipping Internationally • How Much Does A Disney Vacation Really Cost? • 48 things to do in Asia
- 31. Example 6 - Birchbox • Ecommerce beauty website • Provides guides for men and women
- 32. Example 7 - Betterment • Financial website utilizing blogs and quizzes • https://www.betterment.com/resources/
- 33. Exit popups
- 34. Tools
- 35. Screaming Frog • url: https://www.screamingfrog.co.uk/
- 36. Pocket – content curation • url: https://getpocket.com
- 37. Google trends • url: https://www.google.com/trends/
- 38. Open Site Explorer • url: https://moz.com/researchtools/ose use it to find content that is getting links
- 39. Similar Web / ahref (paid) • url: https://www.similarweb.com and https://ahrefs.com/ Use it to find keywords that are getting traffic.
- 40. Follower Wonk – Find influencers • url: https://moz.com/followerwonk
- 42. BuzzSumo – Content and influencer research • url: http://buzzsumo.com/ find whats popular on social and klout.com
- 43. Google Analytics • url: https://www.google.com/analytics/
- 45. Heatmaps • https://mouseflow.com/ and www.crazyegg.com
- 46. Brightcove – Video players for any place • url: www.brightcove.com
- 47. Customer surveys • url: https://qualaroo.com/
- 48. Brand24 – Brand mentions and competitor analysis • url: https://brand24.com/
- 49. Piktochart and Canva • url: https://piktochart.com/ and https://www.canva.com/create/infographics/
- 50. Disqus – native advertising • url: https://disqus.com/
- 51. Issuu – free e-book publishing • url: https://issuu.com
- 53. Readytalk – Webinars – Discovery phase • url: https://www.readytalk.com/ and webex.com
- 54. Zarget
- 55. Widen – Asset management • url: http://www.widen.com/
- 56. Nabbesh/khamsat hire freelance writers • url: www.nabbesh.com and www.khamsat.com
- 57. Interesting facts Use this to convince your board and management to adopt content marketing 1. Brands utilizing content marketing save an average of $14 per new customer acquired. 2. Inbound marketing delivers 54% more leads on average than traditional outbound marketing 3. 67% of surveyed B2B companies reported marketing content as a top 3 priority in their 2015 marketing strategy. 4. 76% of marketers are increasing investment in content marketing.
- 58. Resources • Distilled content audit guide: https://www.distilled.net/blog/seo/how-to-perform-a-content- audit/ • SEO orineted content audit: https://moz.com/blog/content- audit-tutorial • How to use personas in a content audit: http://www.slideshare.net/ipullrank/perfect-starts-how-to-get- the-right-traffic-with-a-content-audit • How to use screaming frog: http://www.seerinteractive.com/blog/screaming-frog- guide/#How_to_crawl_an_entire_site • How to use followerwonk to analyze competiror tweets https://www.youtube.com/watch?v=xuB95pMHSnw • A comprehensive guide to personas https://blog.bufferapp.com/marketing-personas-beginners- guide
Notas del editor
- Part of the process Bfore SEO, SM Long term Aims to help ur goals, acquistion, retention, brand Does work on owned media
- Your content marketing strategy is a guiding light when questions like "what are we doing?" or "why are we doing this again?" arise. You want a strategy that is specific enough to your company, audience, and circumstances that it can actually provide a framework for answering those questions. But you also want a strategy that is nimble enough to flex and change as your company, audience, and circumstances do. Vision for 3-5 years then work toward a plan on how content will help you achieve that vision
- Audience needs Target audience: Demographic info (age, gender, location, etc) Where they are on the net? (What other sites do they frequent?) What channels do they use to communicate? (Is this a Twitter crowd or an Instagram one?) Who do they listen to? (Time to figure out who their influencers are.) What are their pain points?
- An in-depth look at the content you've already created
- Topic Length Tone – funny- professional Relevance Datedness Features (Proper SEO, lots of images, infgraphic, embedded videos) Add success metrics to each content and then analyze it: Traffic Engagement metrics (time on page, number of pages visited) Social shares Step 4: Analyze the data for patterns and gaps
- Business goals Formulate your goals so that they are meaningful, measurable, and time-bound and that they are things your content can reasonably accomplish. For example, "increase our ranking for 'wedding dresses' to #1 by the end of Q2" might actually rely on your SEO and development teams as much as your content team. A better goal would be to "create and publish the most comprehensive guide to wedding dress fabrics available on the Internet by the end of Q2."
- Here's the cool thing about content marketing: Despite a misconception that it's always a top-of-funnel tactic, content marketing can help reach people at any stage of the funnel,
- Content strategists Writers Editors Coordinators Chosing you’re CMS Wordpress Joomla Drupal Ghost
- Point 3 tools will cover it Don’t copy the content they are writing, make it you’re starting point for ideation
- Proper SEO Design Proof reading and editing
- The first thing we need to do is point out the elephant in the room: Numbers can be used to lie just as much as they're used to tell the truth. Numbers are just that: numbers. They can be used to paint a picture—by you or someone else—and the painter gets to choose what to include in and exclude from that painting. "We saw a 300% increase in traffic this year. Our average time-on-page went up more than two minutes, and engagement on the blog nearly doubled."