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Content Marketing Process
- 1. Content Marketing Process A guide to developing a standardized content marketing process and framework TOPO © 2013 TOPO www.topohq.com
- 2. Content marketing is putting marketers under a lot of pressure SEARCH ENGINE OPTIMIZATION EARNED MEDIA SOCIAL MEDIA MARKETING MARKETING AUTOMATION MOBILE DEMAND GENERATION EMAIL MARKETING INBOUND MARKETING THOUGHT LEADERSHIP POSITIONING EVENTS BLOGGING VIDEO We’re gonna need more content. CUSTOMER PRIMING ONLINE MARKETING
- 3. How can marketing create great content at scale with limited budget Top three content marketing challenges • Producing high quality content 41% • Producing enough content 20% • Budget to produce content 18% Source: Content Marketing Institute
- 4. Frameworks are good at solving these types of problems Frameworks make day-to-day operations and tactics more efficient by providing… • Standard definitions of objects and activities • Best practices for common processes and tasks • Reusable templates and libraries • High level, conceptual methodologies • Software that automates tactical activities
- 5. A proposed framework for content marketing Use networks of contributors such as employees to create content Content is published into libraries that include different asset types Distribute content to target audience via various channels using automation Understand content performance and optimize programs accordingly Identify content marketing programs based on business objectivesPLAN CREATE PUBLISH DISTRIBUTE ANALYZE
- 6. Plan – Develop themes that will convert buyers up and down the funnel 1. Ask 10 buyers what 3 pieces of content they most want from you – try to understand why they want it and how they would use it 2. Remember that remarkable content has 3 parts: it’s fun/engaging; it’s useful; and it’s easy to consume (balancing fun with useful varies by market) 3. Start at the top of the funnel with big, engaging topics and then move down the funnel with more specific topics - registration requirements should change accordingly
- 7. Create – Get other people to create content for you and use workflow 1. Get other people to create content for you – employees, customers, third part experts, and freelancers will all create content 2. Establish a simple workflow that sources raw material from subject matter experts, routes it to an editor, and then routes it to a designer 3. Invest in creating a core asset that is substantive enough to support your content marketing program in many different ways
- 8. Publish – Create once, publish many is the ultimate point of leverage 1. Create once, publish many – use that core asset for each theme to publish many different types of assets 2. A single core asset can be published into various blog posts, syndicated articles, presentations, videos, and countless other assets 3. Identify the common asset types that you will support as a marketing organization and standardize around these
- 9. Distribute – Promote content using a variety of distribution tactics 1. Invest in a core set of no more than 3 distribution tactics that will allow you to hit your numbers for this specific campaign 2. Surround those 3 core tactics with other distribution tactics that can deliver upside against the number 3. Allow for some unscientific distribution – some times it’s ok to set content free into the wild and watch what happens
- 10. A proposed framework for content marketing Use networks of contributors such as employees to create content Content is published into libraries that include different asset types Distribute content to target audience via various channels using automation Understand content performance and optimize programs accordingly Identify content marketing programs based on business objectivesPLAN CREATE PUBLISH DISTRIBUTE ANALYZE
- 11. Three companies producing great content at scale Mr Porter Menswear ecommerce company publishes original editorial content, generating 22M monthly page views Airbnb Marketplace for finding accommodations publishes focused neighborhood guides Zendesk SaaS-based customer service software publishes engaging B2B content such as white papers
- 12. Mr Porter
- 13. Airbnb
- 14. Zendesk
- 15. Content Marketing Process A guide to developing a standardized content marketing process and framework TOPO © 2013 TOPO www.topohq.com