Content Marketing Overview
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From planning to execution, this is what you need to know to build a cohesive content plan
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Content Marketing Overview
- 1. www.roundpeg.biz | 317.569.1396 | @roundpeg COMMUNICATE WITH CONTENT
- 2. www.roundpeg.biz | 317.569.1396 | @roundpeg LORRAINE BALL • Recovering corporate exec • Owner, Roundpeg – www.roundpeg.biz • Instructor, Uindy • Amateur photographer – www.lorraineball.com
- 3. www.roundpeg.biz | 317.569.1396 | @roundpeg AT ITS CORE, MARKETING IS ABOUT GETTING RESULTS.
- 4. www.roundpeg.biz | 317.569.1396 | @roundpeg WHY FOCUS ON CONTENT? of purchase decisions are made before a customer talks to a supplier of people will manage relationship with an enterprise w/o interacting with a human.
- 5. www.roundpeg.biz | 317.569.1396 | @roundpeg CUSTOMERS ARE SOCIAL 33% of users prefer to contact brands through social media rather than by phone Source: Spout Social
- 6. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT MARKETING IS: Strategic marketing approach designed to attract and retain a clearly-defined audience. Focused on creating and distributing valuable, relevant, and consistent content to ultimately drive customer action.
- 7. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT MARKETING IS: Strategic marketing approach designed to attract and retain a clearly-defined audience. Focused on creating and distributing valuable, relevant, and consistent content to ultimately drive customer action.
- 8. www.roundpeg.biz | 317.569.1396 | @roundpeg STRATEGIC Objectives, Timeline & Metrics
- 9. www.roundpeg.biz | 317.569.1396 | @roundpeg CLEARLY DEFINED AUDIENCE Demographics vs Pyschographics
- 10. www.roundpeg.biz | 317.569.1396 | @roundpeg BUILD A PERSONA
- 11. www.roundpeg.biz | 317.569.1396 | @roundpeg BUILD A PERSONA • http://optinmonster.com/how-to- create-a-concrete-buyer-persona- with-templates-examples/
- 12. www.roundpeg.biz | 317.569.1396 | @roundpeg RELEVANT MESSAGES • Position statement • Key benefits • Pain points • Common questions • How to take action
- 13. www.roundpeg.biz | 317.569.1396 | @roundpeg WHERE IS YOUR AUDIENCE
- 14. www.roundpeg.biz | 317.569.1396 | @roundpeg CREATE AND DISTRIBUTE Content Calendar: Themes, Messages & Channels
- 15. www.roundpeg.biz | 317.569.1396 | @roundpeg VIRTUOUS CYCLE 15 Facebook LinkedIn Twitter Pinterest
- 16. www.roundpeg.biz | 317.569.1396 | @roundpeg Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Theme BLOGS: Blog Topic Blog Topic Feature Product / Service Employee Interview Content Roundup Email Topic Email Topic New Landing Page Offer Rotating Images for FB Image 1 Image 2 Image 3 Image 4 Image 5 Specialized Pins Social Media Ad Budget Target Duration Topic Image / Offer Podcast / Video Presentation Promotion or Contest Events Polls/ Survey/Quiz
- 17. www.roundpeg.biz | 317.569.1396 | @roundpeg VALUABLE & RELEVANT
- 18. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT TYPES • Blog • Newsletter • Images • Video / Podcast • Status Update • Resources • Social Ads • Polls / Quiz / Contest • Events • User Generated
- 19. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT IDEAS ARE EVERYWHERE • What do you have already – Gather all your assets – Quantitative inventory & qualitative assessment • Listen – To your constituents, employees and competitors • Keep a running list – Frequently asked questions – Industry trends and regulation
- 20. www.roundpeg.biz | 317.569.1396 | @roundpeg BLOG BASICS
- 21. www.roundpeg.biz | 317.569.1396 | @roundpeg BLOG BASICS • 500 words minimum • One key word/topic • Next step • Title | Meta Description | Image
- 22. www.roundpeg.biz | 317.569.1396 | @roundpeg THE POWER OF THE ROUNDUP • Links – Both internal and external • Single topic authority • Gives you creative break
- 23. www.roundpeg.biz | 317.569.1396 | @roundpeg STAY INFORMED • Check the news • Read blogs and social media • Look in your inbox • Use Google alerts • Subscribe to email lists 23
- 24. www.roundpeg.biz | 317.569.1396 | @roundpeg CREATE OR CURATE? • Curate – Only if you add your prospective • All Content is not Equal – Syndicated content typically lower quality with little SEO value – Outsourced writers - good ones are expensive, cheap ones are bad – User generated content can be inconsistent
- 25. www.roundpeg.biz | 317.569.1396 | @roundpeg POWER OF GROUP POSTS • External links • Fresh ideas • Compound social reach
- 26. www.roundpeg.biz | 317.569.1396 | @roundpeg WE TRUST USG • 68% leisure travelers research online • 85% consumers more likely to spend when online recommendations support offline advice4. • A one-star increase in Yelp rating leads to a 5-9% increase in revenue.
- 27. www.roundpeg.biz | 317.569.1396 | @roundpeg CROWD SOURCING • Authenticity you can’t fake • Ideas you would never have had • Engagement
- 28. www.roundpeg.biz | 317.569.1396 | @roundpeg AUTHENTICITY YOU CAN’T FAKE
- 29. www.roundpeg.biz | 317.569.1396 | @roundpeg IDEAS YOU WOULD NEVER HAVE
- 30. www.roundpeg.biz | 317.569.1396 | @roundpeg ENGAGEMENT
- 31. www.roundpeg.biz | 317.569.1396 | @roundpeg NEWSLETTER TIPS
- 32. www.roundpeg.biz | 317.569.1396 | @roundpeg NEWSLETTER BASICS • 250 – 500 words • One call to action • Mobile responsive • Objective #1 get reader to open – Send at the right time – Compelling subject line
- 33. www.roundpeg.biz | 317.569.1396 | @roundpeg SUBJECT LINES • Short and sweet • Entertain, tease, warn, or inform • Ask a question, make a reader think • Top appeal • Go negative
- 34. www.roundpeg.biz | 317.569.1396 | @roundpeg MY FAVORITE HEADLINE Headless body found in topless bar
- 35. www.roundpeg.biz | 317.569.1396 | @roundpeg IMAGES Say Goodbye to Irrelevance
- 36. www.roundpeg.biz | 317.569.1396 | @roundpeg NO MORE CHEESY STOCK PHOTOS
- 37. www.roundpeg.biz | 317.569.1396 | @roundpeg SOCIAL MEDIA Mostly Facebook
- 38. www.roundpeg.biz | 317.569.1396 | @roundpeg WHY FACEBOOK?
- 39. www.roundpeg.biz | 317.569.1396 | @roundpeg Low volume/high value Minimum: 3 X per week Maximum: 10 X per week Quality vs. quantity FACEBOOK BASICS 39
- 40. www.roundpeg.biz | 317.569.1396 | @roundpeg FACEBOOK BEST PRACTICE Get likes, shares, comments Entertain, invite conversation, ask questions 50% Be useful & informative Hints + tips, interesting articles and links, 30% About your business Calls to action. Learn More. 20%
- 41. www.roundpeg.biz | 317.569.1396 | @roundpeg INCREASE REACH • Tag, tag, tag • Interact with others • Share to personal pages • 30 minute response time
- 42. www.roundpeg.biz | 317.569.1396 | @roundpeg CONTENT TYPES
- 43. www.roundpeg.biz | 317.569.1396 | @roundpeg FACEBOOK IS A VISUAL MEDIUM • Post with image will get 120% more engagement than text
- 44. www.roundpeg.biz | 317.569.1396 | @roundpeg IMAGE TIPS • Best Size: 1200 px wide by 630 px tall • Keep relevant content away from edge
- 45. www.roundpeg.biz | 317.569.1396 | @roundpeg IMAGES FOR ADS VS STATUS UPDATES
- 46. www.roundpeg.biz | 317.569.1396 | @roundpeg 20% TEXT RULE FOR ADS
- 47. www.roundpeg.biz | 317.569.1396 | @roundpeg MORE IS BETTER • Albums and multiple images get up to 180% more engagement than text
- 48. www.roundpeg.biz | 317.569.1396 | @roundpeg MULTIPLE IMAGES COLLAGE VS ALBUM • Multiple images: – 3 gives best interaction • One time topic: – Use image upload • Return topic: – Create an album
- 49. www.roundpeg.biz | 317.569.1396 | @roundpeg SLIDE SHOW • Higher reach and engagement • Ideal if you want to grow fans
- 50. www.roundpeg.biz | 317.569.1396 | @roundpeg CAROUSEL • Higher click through • Good to tell sequential story • Ideal to drive web traffic
- 51. www.roundpeg.biz | 317.569.1396 | @roundpeg FACEBOOK LIVE • Promote before you broadcast • Prepare and practice – Live & spontaneous doesn’t mean sloppy • Set phone in airplane mode • Make it personal and fun • Optimize the recording – Post show views may exceed live) • Analyze Results
- 52. www.roundpeg.biz | 317.569.1396 | @roundpeg THE NOTE • Facebook blog tool • Link to other content • Boost not available
- 53. www.roundpeg.biz | 317.569.1396 | @roundpeg TWITTER High volume/low value Minimum: 5 X per day Maximum: none Quantity is key
- 54. www.roundpeg.biz | 317.569.1396 | @roundpeg TWITTER TIPS • Twitter is about what’s happening now • Use lists to follow groups of people and conversations • Use tools • Mix scheduled and live content • Repeat content • #hashtags – Plan ahead – Reasearch – Use consistently
- 55. www.roundpeg.biz | 317.569.1396 | @roundpeg START NOW
- 56. www.roundpeg.biz | 317.569.1396 | @roundpeg QUESTIONS? www.roundpeg.biz 317.569.1396
Notas del editor
- When you combine email with social media, the combination will increase the reach of your email. Sharing your email on social media will get it in front of more people, with the potential to grow your list. And if you’re doing it right, keeping it short, making the action or response obvious and simple, and providing access, information and real value then you will grow your business.
- There are lots of different places online where you can find content to share through your emails. [click] Read your local and regional news – maybe you’ve been mentioned, or maybe you have something to say about goings-on in your community. A lot of news sites offer their recent content for free. Just make sure that if you link to content on a news site, it’s not something you need a subscription to read. [click] You can read blogs related to your field – one way to easily gather lots of blog posts is through Feedly – a service that aggregates blogs from all over. You can customize a Feedly account by selecting the areas you’re interested in reading about. It’s a great way to find content you’ll share with your contacts. [click] You should follow others on social media! This is a world of almost infinite possibilities. Let’s go back to that animal shelter example – they would want to follow other shelters, the ASPCA, pet retailers and other animal advocacy groups, and share content from those sources. [click] Set up Google Alerts – Google will aggregate pages that mention a phrase you’ve created an alert for. You should definitely set one using your organization’s name to keep an eye on what people are saying about you online. [click] Subscribe to other email lists! This is a great way to get ideas for content and see what other people are sharing. [click] And finally, you should always provide links to the original source, and let people know why you’re sharing the content. Some people have asked whether it’s plagiarism to share content by other people – and the answer is definitely not! As long as you cite your source, you can share what’s publicly available. You’re actually helping the source broaden their audience by sharing their content with your audience. The difference between sharing and plagiarism is citing the source. If you were to copy and paste someone’s blog post, and pass it off as your own without mentioning the source, you’d be plagiarizing. Always give credit where credit is due!
- Say thankyou, Intermittent reinforcement
- Facebook is a [click to build] low volume, high value network, which means that your frequency should be low – fans get frustrated if they see that a business or brand is dominating their news feed. But every piece of content you post should be valuable to your audience. In other words – you do need to plan ahead. Don’t post just to post. You need to be strategic about your content – and we’ll show you how to do that later. [click to build] We suggest that you post at least 3 times a week to keep your relationship with your fans going and be visible to them. [click to build] But DON’T go overboard. 10 times a week/2 times a day is plenty to keep top of mind with your fans. [click to build] When you are sharing content on Facebook, don’t post just to post. Focus on quality content. And what is that quality content? Let’s talk about some best practices to keep in mind for when you’re creating Facebook content.
- Fortunately, we have a rule of thumb at Constant Contact that will help you come up with the right things to talk about on social media. If you’ve taken our Getting Started with Social Media webinar, you’ve seen this before so this is a refresher for you: [click to build] 50% of the content you post should be aimed at getting likes, shares, and comments. This means that it needs to be entertaining and invite conversation. Asking questions, asking for opinions, using images and video, as well as being timely (is there an event or holiday coming up?) [click to build] 30% of your content should be useful/informative. Provide information about your industry that your customers will find interesting. Become known as a source of important information and tips---whether that content is from your own blog or from other blogs you trust. [click to build] If you do that stuff correctly, then you’ve earned the right for 20% of your content to be direct CTAs for your business. This doesn’t necessarily have to be BUY NOW! Let’s look at some different types of content, and keep these best practices in mind when you see the examples. And – even though these examples are all about Facebook – you can apply them to any social media network you use.