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Content Marketing Challenges 2018

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Content Marketing Challenges 2018

  1. 1. Fernando Angulo Content Marketing challenges in 2018 WordCamp Porto 2018
  2. 2. copyright 2017 SEMrush
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  8. 8. Fernando Angulo Content Marketing challenges in 2018 WordCamp Porto 2018
  9. 9. copyright 2018 SEMrush@Fernando1Angulo Challenge1: AbsenceofContentMarketingCulture
  10. 10. In 2017 only 9% of marketers have developed a systematic approach to producing, managing, and distributing content !
  11. 11. copyright 2018 SEMrush Thereare planningflaws @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Its a challenge to create a target audience content piece It takes time to create a content plan
  12. 12. copyright 2018 SEMrush Andcontentcreatorslacksthe… @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Understanding the target audience and creating a balance between creativity and optimisation
  13. 13. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes Andwhenitcometopublishinganddistributing Monitoring the industry mentions and analysing the best performing resources is a challenge
  14. 14. copyright 2018 SEMrush How to solve it?
  15. 15. copyright 2018 SEMrush Source: curata.com Defineyourtargetaudience andwhatdoyouwant themtodowiththeinformationyouprovide?
  16. 16. copyright 2018 SEMrush
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  24. 24. copyright 2018 SEMrush "Content strategies typically fail because they haven’t really understood the audience well enough¨. Todd Wheatland, Author and Speaker, Global Strategy at King Content
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  29. 29. copyright 2018 SEMrush
  30. 30. copyright 2018 SEMrushcopyright 2018 SEMrush
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  33. 33. copyright 2018 SEMrush Matchyouraudiencewithyourcontent andmakeiteasytoreach Source: curata.com
  34. 34. Topic Research Tool-default cards • Ideas are shown as cards, The most popular subtopics and articles from the websites
  35. 35. Topic Research tool-popular articles • The most popular articles that most resonate with your audience are marked green. • Sort topics by volume, difficulty or efficiency.
  36. 36. Topic research tool-mind map
  37. 37. Topic research tool-mind map
  38. 38. copyright 2018 SEMrush@Fernando1Angulo Challenge2: CheckboxMindset
  39. 39. Today’s tasks 1. CREATE NEW BLOG POST 2. WRITE BLOG POST 3. PUBLISH BLOG POST @Fernando1Angulo
  40. 40. copyright 2018 SEMrush People care about their own problems much more than they care about your products. Source: SEMrush The invisible Key to Content Succes
  41. 41. copyright 2018 SEMrush Butwait..beforeanything! Source: Giphy.com @Fernando1Angulo
  42. 42. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes
  43. 43. copyright 2018 SEMrush You need great quality content that’s on-strategy, incites action and it’s delivered constantly! Source: SEMrush The invisible Key to Content Succes
  44. 44. copyright 2018 SEMrush How to solve it?
  45. 45. copyright 2018 SEMrush Getyourcontentgoalssetup! •User behaviour? •Engagement? •Conversion rates? •Lead generation? •Social media engagement? Source: Marketing Insider Group @Fernando1Angulo
  46. 46. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  47. 47. @Fernando1Angulo 53 User Behavior Find user behavior metrics using: • Google Analytics • CrazyEgg • Chartbeat
  48. 48. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  49. 49. @Fernando1Angulo Engagement Find user engagement metrics using: • Social media platform analytics • Hootsuite / Sprout Social • Mention 55
  50. 50. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  51. 51. @Fernando1Angulo SEO Metrics Find SEO metrics using: • Google Analytics • Google Webmaster Tools • SEMrush • Google Trends 57
  52. 52. 58 Content Marketing Institute B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. @Fernando1Angulo
  53. 53. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  54. 54. @Fernando1Angulo Company Revenue Find company revenue: • Track the number of returning users in Google Analytics • Check CRM for new leads / existing leads • Conversion rate = Conversions / clicks 60
  55. 55. @FernandoAngulo Define Your Key Metrics Website traffic is a metric, but it may not be the most important metric for each content type. Key metric for blog posts: Key metric for podcasts: 61
  56. 56. copyright 2018 SEMrush 2018mostimportantdigitalmarketing objectives Source: Digital Marketing plan @Fernando1Angulo
  57. 57. copyright 2018 SEMrush Source: Smart Insight Tacticsin2018 Contentmarketingisdefinetlythekey! Source: Digital Marketing plan @Fernando1Angulo
  58. 58. copyright 2018 SEMrush Nowyoucanstartyourcontentmarketingplan!
  59. 59. copyright 2018 SEMrush Source: Marketing Insider Group For a strategic approach first evaluate your existing content!
  60. 60. copyright 2018 SEMrush AuditContentTool-SEMrush @Fernando1Angulo
  61. 61. copyright 2018 SEMrush How well your content answers different types of user queries ? How relevant a certain topic may be for your target audience? Whatwillyouget? @Fernando1Angulo
  62. 62. Content audit tool and Post Tracking
  63. 63. copyright 2018 SEMrush Thecontentindustrywillbemorethandouble! Source: Express Writers@Fernando1Angulo
  64. 64. copyright 2018 SEMrush Challenge3: Time
  65. 65. Do you have time for all your tasks? Source: curata.com
  66. 66. Time to get organized: gather everything in your editorial calendar! Source: curata.com
  67. 67. copyright 2018 SEMrush Contentdistribution Source: neilpatel
  68. 68. copyright 2018 SEMrush Whentopublishyourcontent? • The best day - Sunday Source: 2017 Blogging report@Fernando1Angulo • The best time to publish -3 p.m. EST
  69. 69. copyright 2017 SEMrush Source: Smart Insight Makeitright! Source: Digital Marketing plan @Fernando1Angulo
  70. 70. copyright 2018 SEMrush@Fernando1Angulo Challenge4: PredictingtheFuture
  71. 71. 77 SEMrush Survey of content marketers surveyed spend $2,501 to $5,000 monthly on content marketing @ASHLEYMADHATTER
  72. 72. Time Money
  73. 73. In-House Costs @ASHLEYMADHATTER
  74. 74. Annual Salaries @Fernando1Angulo
  75. 75. Annual Salaries 401k health insurance benefits bonuses pay increases HR department payroll etc. @Fernando1Angulo
  76. 76. Cost of In-House Tools @ASHLEYMADHATTER
  77. 77. CONTENT CURATION TOOLS SOCIAL MEDIA SHARING TOOLS BRAND MONITORING TOOLS Mention WEBSITE / ANALYTICS TOOLS @Fernando1Angulo 60$-1000$
  78. 78. Agency Costs @ASHLEYMADHATTER
  79. 79. @ASHLEYMADHATTER ContentMarketingAgencyCosts $1250-$2500 LOW $2500 - $7500 MEDIUM $10,000+ HIGH 85 Honigman Media
  80. 80. Freelancer Costs @ASHLEYMADHATTER
  81. 81. @ASHLEYMADHATTER 87 Honigman Media Freelancer Content Marketer Costs $35-$250 LOW $250-$500 MEDIUM $500-$3000 HIGH
  82. 82. Don’t forget to add your own time @Fernando1Angulo Freelancing costs usually extend outside the original cost of the freelancer: ✓ Management time ✓ Editing time ✓ Communication time 88
  83. 83. Advertising Costs @ASHLEYMADHATTER
  84. 84. @ASHLEYMADHATTER ContentMarketersAreSpendingonAverage$500to$5,000+toAdvertise Content 90
  85. 85. @ASHLEYMADHATTER 91
  86. 86. 92 @Fernando1Angulo
  87. 87. 93 @Fernando1Angulo
  88. 88. 94 @Fernando1Angulo Do You Agree?
  89. 89. copyright 2018 SEMrush Nearly80%oftheinternetusagewillbemobileby2018 Source: neilpatel
  90. 90. copyright 2018 SEMrush Visualsstoriesandlivestreamingarethefuturein2018
  91. 91. copyright 2018 SEMrush But before establishing the reporting make sure you know what metrics are important for your organisation! Source: curata.com Trackingandreporting
  92. 92. copyright 2018 SEMrush Source: curata.com Source: SEMrush The invisible Key to Content Succes Tracking and reporting
  93. 93. @Fernando1Angulo Muito obrigado!

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