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ContentMarketing_BestPractices_small
1. Content Marketing
• Best Practices in Development and Distribution
CONTENT MARKETING BEST
PRACTICES: DEVELOPMENT AND
2. +xxx
DIFFERENTIATORS
What We Plan to Show You Today
• Content marketing is a emerging ‘must-have’ channel
• Content delivers measureable ROI
• Building an effective content marketing plan
• Winning through advanced content distribution
• Measuring the success of your content efforts
3. What is Content Marketing?
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.
Creating Distributing Valuable Relevant Consistent
Source: Content Marketing Institute
5. Top 4 Values of Content Marketing:
• Lasting and permanent
• Serves two masters
• Gains trust, trust gains customers
• Reaches Millennials better than advertising
Why Content Marketing?
A study by Kapost and Eloqua found that
content marketing ROI outweighed the ROI
of paid search by more than 3x.
• CPL from paid search was $111.11
• CPL for content marketing was $32.25
Sales Force Marketing reports on a study by TMG
Custom Media that found that 78% of consumers
believe that organizations that offer custom content are
interested in building good relationships with them.
Source: Content Marketing Institute
Customer
Information
SEO
Content
6. Top 3 goals of content marketing
Why Content Marketing?
Source: LinkedIn Technology Marketing Community
Lead
Generation
(59%)
Market
Education
(43%)
Brand
Awareness
(40%)
7. 72% of marketers think that branded
content is more effective than magazine
advertisements.
69% say it’s superior to
direct mail and PR.
Why Content Marketing?
Source: The Content Council
8. 70% of marketers lack a consistent or integrated
content strategy.
But…
Source: Altimeter Group: Content Marketing Software Landscape
13. Creating a Content Marketing Plan
Research:
• What are people saying
about your brand?
• How are people
interacting with your
brand?
• What is the competition
doing? Not doing?
14. • Find an external style guide
• Use as a template
• Highlight what makes you
different
• Clearly define your editorial
tone and brand voice
• Website ≠ Blog ≠ Social
• Define visual content guides
• 3 Vs: Volume, Value, Variety
• EVOLVE WITH TIME
Creating a Content Marketing Style Guide
16. 52% of marketers support 2 to 4 roles and
buyer personas with dedicated content.
48% of marketers support 3 to 5 buying stages with dedicated content.
Creating a Content Marketing Segmentation Strategy
Content
Segmentation:
• By Product/Service Category
• By Buyer Persona
• By Vertical
• By Buying Cycle Stage
• By Pain Point
Source: LinkedIn Technology Marketing Community
21. Includes:
• Information and ideas
• Relevance
• Tell stories
• Authenticity
• Text, photos and videos in combination
• Avoid click-bait, cheap or misleading information
Effective Content Marketing
22. Includes:
• Information and ideas
• Relevance
• Tell stories
• Authenticity
• Text, photos and videos in combination
• Avoid click-bait, cheap or misleading information
• Bite-size, sharable content
Effective Content Marketing
24. Share 3rd party Bass Fishing
video with link to content piece
Creating “Social Objects”
“16 Great Bass Fishing spots. Did
your favorite spot make the cut?
#OnlyinMN”
“Best #Bass fishing in MN. Find
your new honey-hole. #OnlyinMN”
Bass Fishing Pinterest Board with
photos for each ranked spot
59% of content marketers repurpose the
average content asset 2 to 5 times.
Highlight one featured Location per
Monthly Newsletter
28. Always include:
• Customer-centric keywords (text)
• Strategic third-party linking
• Skyscraper Technique
• Rich Meta-Data
• Page Title
• Page Description
• Page Keywords
• Image ALT tags
• Image Title
• Image Description
Write for SEO
29. Always:
• Push for regular engagement
• Budget for ‘boosting’
• Respond immediately
• Remember…the customer is ALWAYS right
• Think color theory
Write for Social
30. Always:
• Regular engagement
• Budget for ‘boosting’
• Respond immediately
• Remember…the customer is ALWAYS right
• Know your color theory
Write for Social
60% of the time,
people decide
whether they are
attracted to a social
media marketing
message or not
based on color
alone.
Red is great for promoting a sale or offer
Blue is better for getting likes
Black is best for images conveying luxury
Pink is popular for being romantic
Orange is best for getting attention
Green is best for conveying values/ethics.
Source: ColorMatters
31. Write for Social
Pinterest
• Reddish-orange
images get more
love, with twice the
repins of blue
images
• Users also prefer
images with
multiple colors
sharing the
spotlight – these
images receive
3.25 times the
number of repins
as those with only
one main color
Instagram
• Images that are
mostly blue get
24% more likes
than pictures
featuring red as the
dominant color
• Images with one
single color
dominating get
17% more likes
Facebook
• Images with a
dominant blue
theme
(complimenting the
Facebook color
palate) earn
greater
engagement scores
Source: ColorMatters
32. Always:
• Regular engagement
• Budget for ‘boosting’
• Respond immediately
• Remember…the customer is ALWAYS right
• Know your color theory
• Cross-pollinate social channels
• Facebook ≠ Twitter ≠ LinkedIn
• Drive to website, Drive to partners
• Drive to conversion points
Write for Social
33. Always:
• Dedicate SEM budget for
content promotion efforts
• A/B/N Test Headlines and
Content
• Deep link your Adwords
• Use campaign specific URLs
Paid Search Content Amplification
37. Email’s Missed Opportunities
Best Practices:
• Build list segments
• At Opt-In
• Using Implied Interest
• Run Multi-variant Tests
• Retarget your lists
• Run Automation
42. Person is exposed to your content
Person reviews content on your site
Person clicks on an embedded link out to a highlighted partner
Tracking captures
click out to external
partner site
Reporting ties ‘click-
out’ back to original
media impression
and attributes value
(ROI)
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1
2
3
4
Measuring Content Activities
Partner ‘Click-Outs’