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Deciding what to publish, how to publish it, for whom, in what format, are the modern day marketing challenges facing all businesses.
What’s on the slide deck?
In this slideshow I'll take you through 6 Steps To A Solid Content Marketing Plan, referencing a tried and tested framework that pulls together 6 interlinked and interdependent marketing and publishing disciplines:
1. Know your audience
2. Audit your content
3. Map your content to your buyer
4. Create your editorial calendar
5. Promote your content
6. Measure your performance
What will you learn?
You'll discover some the best content marketing tools and techniques and their inventors and see my recommendations for using them in your daily marketing business to deploy purposeful content marketing to help you attract customers and grow your business.
Restrain the marketing messagesHelp the people in your target groupssolve their basic problems at no costWalk beside your customers
How does helpingbeneﬁt your business?• It eliminates theperception of the pitch• Reduces rejection• Helps you get close, seetrends• Expands your base• Enriches yourprospects, whilst othersare “selling”
Golden Rule# 1Everyone wants access to greatinsight and great people beforethey want great products andservices
Poll # 2What should you focus on to make youronline marketing more effective?1. Content2. Social networking3. Search4. Analytics5. All of the above6. None of the above
Golden Rule# 2To be successful in contentmarketing, focus on your customersStep 1 : Know your customers
Know what your customers want to hear, smell, touch, see,and taste
Hard WorkDaniel Day Lewis spent eightmonths getting into character forhis part in “My Left Foot.”
• Work hard to be in community you’re researching• Participate on forums, websites and blogs thatattract the audiences you’re trying to connect with• Give freely and generously. Answer questions.Participate. • Ask nothing in return when you’re a new memberof the community — just provide helpful insight toother members of that tribe.How to get into character:
Recommendations• Plan to do market research regularly.• Select and set tasks into a regular pattern ofresearch activity.• Structure your weekly work schedule - diarise• Make it part of your weekly and monthly contentmarketing routines.• Make it a top priority.
CustomerPersonaArmed with the answers towhat makes your customerstick, document ﬁctional biosor personas to representdifferent types of customers.
To help you develop detailed customer personas use the Empathy Map developedby XPLANE also called a really simple customer proﬁlerhttp://whoisadampayne.com/empathy-map/
Poll # 3How much content do you need to improveyour search rank?1. A sustained combination of customer-centric blogging and white papersor case studies2. A back catalogue of subject-speciﬁc content on your website or blog3. A newsletter sign-up, PDF download,Twitter follow or other means ofcustomer interaction or community membership4. A complete set of Keyword Optimised Webpages to drive a highervolume of qualiﬁed trafﬁc to your brand5. 52 customer-centric and subject-relevant posts
Golden Rule# 352 subject relevant posts is thethreshold or inﬂection point atwhich trafﬁc increases due to thepresence of deeper, more expertand tenacious content.Step 1 - AuditYour Content
Purpose ofAudit1. See how well you’re covering the topicsthat are important to your audience2. See whether youre maintaining a goodmix of content types3. Help you ﬁnd gaps that you can ﬁllwith new content pieces4. Identify great pieces of content that canbe repurposed into other formats to reacheven more prospects
Cover both :Customer OrganisationalInterestsCDA framework of MutualInterests Online shows thecontent areas you should review
Recommendations forauditing content• Before auditing your own content start by benchmarking againstcompetitor content• Validate popular sources of content in the market, where itoverlaps with yours and learn which audience is consuming that content.• Understand how the audience is feeling about brands and topics inyour industry. Use tools like Little Bird to identify and focus on Peopleand content with the most inﬂuence in your market.• Get help with keyword research to understand the words or phrasesused by your audience when they hit Google.With the right keywords you’llnot only learn why some of your content is / is not working, but you’ll alsoincrease the visibility of your content and drive more trafﬁc to yourwebsite. Use web analytics tools to identify valuable keywords sending trafﬁcalready to you or known others.
Do you have the content on your website to answer the different mental questionsbuyers have among their journey?
The question is now simple – what are you currently missing in your content that thosecustomers would really value in knowing?
Decide on theright types ofcontent• To inform (conceptual knowledge)• To teach (how to)• To inspire• To entertain• To persuade• To start a conversation• To spark a controversy• To express an opinion• To share industry knowledge or resources
Organising thecalendar✓ Content headline✓ Content type✓ The buyer persona you’re writing this piece for✓ Person who will write/create the content✓ Date due✓ Person who will edit the content✓ Channels — where does this get published?✓ Those “meta data” tags✓ Publish date✓ Status (perhaps indicated by green, yellow, or red)✓ Any notes✓ Metrics (e.g., comments posted, page views,downloads, etc.)✓ Call to Action (the primary action or behaviouryou’ve asked for)
Daily Monthly QuarterlyAt least 1 (ideally 3) new blog postsTweet updates and ideasAs above, for Facebook if that’s relevantRespond to others blog posts andcomments on your ownKeep up to date with the newsAn article, maybe a how-toGet involved off-site somewhere (atSmart Insights we use LinkedIn for that)Maintain any outposts or web assets youse in your marketingSummarise key news and updates in aneNewsletterProduce an online seminar (Webinar)Create 2 how-to or interview basedvideos from an eventWrite a meatier blog post, maybe 2 or 3if you canCreate several strong customer casestudiesMost importantly – produce createthird-party content, maybe a guest blogpost on an inﬂuential third party websiteCreate and post presentations toSlideShareQuarterlyPublish an e-book, guide or white paper(distribute it!)Attend one big event and interviewpeopleProduce a video series of 4-5 items
Editorial Guidelines• Relevant - answers questions• 800 -1000 words• Educational - helps• Easy to digest - tone - metaphors• Visual• Restrained marketing• Chunked• Linked• People quotes• CTA
How to promote yourcontent - Step 5• Make sure your content is discoverable, share-worthy and shareable • Identifying Inﬂuential People and Organisations• Inﬁltrate communities : build relationships - remember its not about selling• Use publishing tools like Hootsuite - more functions - comes a small subscription cos• Multiple FeedViewing: 4-6 ‘streams’ or social media feeds on one screen using these apps.• You can publish from several accounts at once: saves login time• Built in scheduling
Step 6: MeasureYou can only measurewhat you track againstmetrics
Acknowledgements• Joe Pulizzi (www.junta42.com), author of “Get Content, GetCustomers”• Lee Odden of the TopRankBlog.com, author of “Optimize”• Jay Baer (www.ConvinceandConvert.com), author of “The NowRevolution”• Seth Godin (www.sethgodin.com), author of way too many booksto mention!• Chris Brogan (www.chrisbrogan.com), author of “Trust Agents”• Michael Seltzner, author of “Launch” and founder of the SocialMedia Examiner website • Dave Chaffey Author and co-founder of www.smartinsights.com