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It’s not human to plan (for many.)
http://...
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My early experimentation with content mark...
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The Hype Cycle concept is an
accurate way ...
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http://bit.ly/Content-Marketing-Strategy-e...
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30 day trials don’t work.
Content marketin...
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For more on costs, KPIs, measurement and R...
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http://bit.ly/curata-ultimate-tool-list
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Let’s untangle the distortion.
In seven in...
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Work on
4 Manage the
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4 Themes, ...
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4 Manage the
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...
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Three-step content marketing mission state...
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A great content...
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Takeaway: Spend minimum 20% of your time r...
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Personalise
Words that stand out from the ...
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Test your headline for attractiveness
http...
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http://bit.ly/cmi-uk-benchmarks-2016
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4 Manage the
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4 Themes, topics,
...
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A goldmine of data
Content analytics
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more
3 TRASH
4
...
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Content marketing strategy success plan

Research proves that ad hoc content marketing is not a recipe for success, with only 30% of marketers saying their content marketing is effective. (source CMI / Marketing Profs Benchmarks 2016)

Don’t be one of them!

I use this slideshare presentation to demonstrate the 7 steps and correlating disciplines and tools you'll need for content marketing success.

There is more information in the Smart Insights Content Marketing Strategy Guide, Content Marketing ROI Guide and e-Learning tool. Hyperlinks are prodided to help you access the supplementary reosurces.

I hope you find it helpful. There is a video that accompanies this presentation on YouTube http://bit.ly/content-marketing-success-video

Best regards, Stephen

  • Sé el primero en comentar

Content marketing strategy success plan

  1. 1. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots 7 Steps to your content marketing success plan Presented by Stephen Bateman
  2. 2. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots https://www.linkedin.com/pulse/open-letter-b2b-content-marketers-carlos-hidalgo
  3. 3. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots
  4. 4. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots
  5. 5. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots It’s not human to plan (for many.) http://contentmarketinginstitute.com/2015/12/uk-2016-content-marketing-research/
  6. 6. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots POLL Poll question DIGITAL WEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409 Poll #1 Do you have a content marketing strategy? 1. Yes, and it is documented. 2. Not yet. 3. Unsure. 4. Yes, but it is not documented.
  7. 7. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots My early experimentation with content marketing. I started blogging here in early 2012For a year, I didn’t break 100 visits/dayThen a post got some attentionBut visits flatlined againMost people would have given up hereBut I’m glad I saw it through Analytics
  8. 8. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots The Hype Cycle concept is an accurate way to follow the adoption curve of a disruptive technology. 1. The technology trigger point for content marketing: Any business can publish on the web. Big platforms, huge audiences. No fees. Aspirant status 2. Content marketing seen as shiny, amazing, and novel.We all jump on the wagon. Explorer status. 3. Slide into trough.This isn’t as easy as we thought. It doesn’t work. Blame the tool. Disillusioned status. Most give up here. 4. With expert help we can learn the process. Find the optimal way. Enlightened status. 5. This works. Great ROI. Experienced, knowledgeable status. Content Marketing Through the lens of Gartner’s Five Step Hype Cycle Gartner Five Step Hype Cycle
  9. 9. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/Content-Marketing-Strategy-e-Learning-Course What’s your content marketing maturity level? Assess your capability.
  10. 10. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots USAGE & EFFECTIVENESS How would you describe your organization’s content marketing maturity level? This was a new question this year. In general, effectiveness levels are greater among marketers with higher levels of content marketing maturity. Among those who reported being the most effective: • 78% were in the sophisticated/mature phase • 22% were in the adolescent phase • 0% were in the young/first steps phase SAY SOPHISTICATED OR MATURE 32%SOPHISTICATED MATURE ADOLESCENT FIRST STEPS YOUNG Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process 9% 14% 23% 30% 23% How UK Marketers Assess Their Content Marketing Maturity Level Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 7 http://bit.ly/cmi-uk-benchmarks-2016 Content marketing maturity levels in the UK 2016
  11. 11. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots The return on content marketing lags, and the benefits aren’t apparent until later. Rule 1. http://bit.ly/content-roi-webinar
  12. 12. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots 30 day trials don’t work. Content marketing is a marathon, not a sprint. Don’t give up too soon. Takeaway #1
  13. 13. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots For more on costs, KPIs, measurement and ROI. ROI = Return Investment £ cost of producing content £ cost of sourcing content £ time planning / managing strategy £ time distributing content £ paid promotion £ software and tools £ visibility in search £ share of voice, brand uplift £ thought leadership, mentions £ conversions £ leads and revenue http://bit.ly/Content-ROI-Guide
  14. 14. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/curata-ultimate-tool-list
  15. 15. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/curata-ultimate-tool-list
  16. 16. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Let’s untangle the distortion. In seven interdependent steps.
  17. 17. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Work on 4 Manage the editorial. 4 Themes, topics, 12 month calendar, production plan, content hub. 5 Create great content. 5 Writing, headlines, formatting, on- page SEO, curation, atomisation. 6 Market your marketing. 6 Channel management, influencers, paid promotion. Non-negotiable 1 Audit and set clear goals. 1 Capability assessment, content audit, smart goals, metrics. 2 Define audiences and personas. 2 Customer segments, ideal buyer personas, buying cycle, keywords. 3 Create a strategy. 3 One pager: Mission statement, value proposition, sweet spot, governance. 7 Evaluation and measurement ROI. 7 Costs, metrics, analytics, reporting. My 7 Step Content Marketing Success Plan. http://bit.ly/cm-strategy-guide
  18. 18. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots POLL Poll question DIGITAL WEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409 Poll #2 What is your primary content challenge? 1. Producing a variety of content. 2. Producing engaging content. 3. Producing content consistently. 4. Measuring content effectiveness.
  19. 19. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/cmi-uk-benchmarks-2016
  20. 20. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots 4 Manage the editorial. 4 Themes, topics, 12 month calendar, production plan, content hub. 5 Create great content. 5 Writing, headlines, formatting, on- page SEO, curation, atomisation. 6 Market your marketing. 6 Channel management, influencers, paid promotion. 1 Audit and set clear goals. 1 Capability assessment, content audit, smart goals, metrics. 2 Define audiences and personas. 2 Customer segments, ideal buyer personas, buying cycle, keywords. 3 Create a strategy. 3 One pager: Mission statement, value proposition, sweet spot, governance. 7 Evaluation and measurement ROI. 7 Costs, metrics, analytics, reporting. Challenge #1 - Producing Engaging Content. #1Producingengagingcontent http://bit.ly/cm-strategy-guide
  21. 21. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Three-step content marketing mission statement #1Producingengagingcontent http://bit.ly/cm-strategy-guide
  22. 22. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Persona Profile: Laura | Age: 24 – 34 years old | Demographic: B or C1 Job: Laura is employed within the same sector in which she did her degree. Either an office based, professional services job or a nurturing role such as a teacher or healthcare. Laura is determined to keep climbing her chosen career ladder and is currently working toward a promotion into middle management, if she isn’t there already! “I wish there was an extra hour in the day!” Between organizing her active social life, staying late at work, catching up with mum, reviewing the wedding budget with her fiancé and replying to numerous WhatsApp messages from her bridesmaids – Laura finds herself saying this phrase often! Anything that can help her spend her time more efficiently, is King. Her main online frustration is: “There is a glut of information available online, but most of it isn’t relevant to me. I haven’t got time to wade through it all!” Laura loves visual, graphical and concise content! Laura knows her Facebook usage is out of control! She can’t help checking Facebook on her smartphone throughout the working day. She also uses her smartphone to browse Pinterest and wedding blogs during her commute to work. In the evening, if she isn’t out at the latest bar or restaurant in town, she curls up on the sofa with her tablet or laptop to continue her Pinterest search, whilst checking in on Facebook and Instagram throughout the evening. Family, friends and social acceptance are central to Laura’s decision making process. Laura has a realistic, but not bottomless, budget. She wants to avoid cutting corners so will invest her precious time in ensuring that she is spending her money wisely. In her spare time, Laura catches up with friends at local foodie establishments. She is prepared to pay for quality food and drink if she has heard positive reviews from her social circle. #2Producingengagingcontent Customer Persona http://bit.ly/cm-strategy-guide For B2B Buyer Persona generation visit: http://bit.ly/B2B-Buyer-Persona-Generation
  23. 23. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots #3Producingengagingcontent Three-step content curation system Select the most important evergreen content. Organise / tag and file it in a content repository. Filter-out the mediocre stuff. Act like a museum curator working on an outstanding exhibit. Curation is a human practice. Identify big trends from small musings. Mash up / merge content to create fresh perspectives. Publish to your social networks. Distribution is semi- automated. Use a combination of tools to grab / trap / scoop gather content from scattered places and bring them into one place. Aggregation is a technology. Content Curation I Adapted HiveFire Inc I Content Elevation http://bit.ly/cm-strategy-guide
  24. 24. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots #4Producingengagingcontent A great content creation checklist http://bit.ly/cm-strategy-guide Attractive1 Discoverable2 Consumable3 Understandable4 Shareable 5 Actionable 6
  25. 25. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Takeaway: Spend minimum 20% of your time researching and testing headlines Pay special attention to headlines On average, five times as many people read the headline as read the copy body. When you have written your headline, you have spent eighty cents of your dollar. David Ogilvy 80% of people make a decision about whether or not they should check out an article based on the headline. #4Producingengagingcontent Attractive1
  26. 26. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Personalise Words that stand out from the crowd You and Your • “You” is the 5th most popular word in viral headlines.* • “Your” is in the Top 20. • Combined, these two pronouns appear in 16 per cent of all the headlines in the study.* Takeaway: Use You and Your to signal your content is about the reader, not about the writer. *Rippen survey: http://bit.ly/viral-headlines #4Producingengagingcontent Attractive1
  27. 27. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots Test your headline for attractiveness http://bit.ly/headline-analyser #4Producingengagingcontent Attractive1
  28. 28. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/cmi-uk-benchmarks-2016
  29. 29. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots 4 Manage the editorial. 4 Themes, topics, 12 month calendar, production plan, content hub. 5 Create great content. 5 Writing, headlines, formatting, on- page SEO, curation, atomisation. 6 Market your marketing. 6 Channel management, influencers, paid promotion. 1 Audit and set clear goals. 1 Capability assessment, content audit, smart goals, metrics. 2 Define audiences and personas. 2 Customer segments, ideal buyer personas, buying cycle, keywords. 3 Create a strategy. 3 One pager: Mission statement, value proposition, sweet spot, governance. 7 Evaluation and measurement ROI. 7 Costs, metrics, analytics, reporting. 2 critical focus areas. #2Measuringcontenteffectiveness http://bit.ly/cm-strategy-guide
  30. 30. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots A goldmine of data Content analytics
  31. 31. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots POLISH / optimiseKEEP / do more 3 TRASH 4 Spreadsheet Existing Content Assets 1 RubbishStar content Moderate 2 Gaps Ideate /CREATE http://bit.ly/cm-strategy-guide #2Measuringcontenteffectiveness A content auditing system
  32. 32. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/cm-strategy-guide #2Measuringcontenteffectiveness A simple reporting system
  33. 33. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots http://bit.ly/Content-Marketing-Strategy-e-Learning-Course Plan your journey to content marketing excellence Assess your capability. • What’s my capability? • Is content marketing right for me and my business? • How much does it cost? • How do I get buy-in? • How do I decide what skills and disciplines to focus on? • What techniques can I learn to improve my content marketing ROI. • What tools will help me promote my content and increase my reach?
  34. 34. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots My 10 departing best practice tips for content marketing success 1. Ideal buyer personas are non-negotiable: we can only create content that works when we understand what out target audience is looking for. 2. Understand your buyers issues and challenges: Define eight category themes and topics in your sweet spot, stick to them, relentlessly, if you want search engines to index and rank your content as expert and authoritative. 3. Know your buyer cycle intimately: There are 6 phases and 13 touch points in the buying cycle (funnels) where your potential buyer is open to influence. This is where your content marketing can win or lose the battle. This is where you pick your formats. It’ your marketing, but it’s their time. Have you got the formats that are required for the job, or are you leaking profit? 4. It’s better to publish one truly excellent post per week than five mediocre posts every week. 5. If you’re creating great content, but have poor on-page SEO, you might as well not be creating content. 6. If you’re still in the early stages of earning your domain authority and page rank, use programmatic paid solutions to promote your content. 7. Allocate 25% of your time and budget to paid promotion. 8. Define your process. At Concentric Dots / Smart Insights we use a seven step process. 9. Don’t aim for perfection with your strategy, rough is enough. Create a simple one-page content marketing strategy which has your goals, metrics, mission statement, target audiences, editorial ideas, frequency, and channel management plans. 10.Get specialist training and support in creating great content that has the six attributes, without which you will just waste your precious time and money.
  35. 35. #DIGITALWEEK SMARTINSIGHTS.COM SUCCESSFLOW.CO.UK • 0845 680 5409@concentricdots CONNECT WITH ME https://uk.linkedin.com/in/shbateman 
 https://www.facebook.com/groups/concentricdots.membersclub/ http://twitter.com/concentricdots http://www.slideshare.net/stepbate

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