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Module 8: Content Marketing
Terms in this set (34)
Describe Content Marketing
there is something we share on Facebook. There is a thing we link to on Twitter. There is something we put on our websites. There is a thing that we share images of. Or when we talk about social media ultimately making people's lives easier, it is because there something - an insight, a lesson, a tool, a product - that they engage with. This thing is
the DNA of Social Media Marketing
. It is the primordial soup that all our other activity grows out of. This thing is CONTENT.
Content Marketing (defn):
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
Content specifically meant to solve a consumers problem, even if it has nothing to do with your product or service
- Angela Moore, vice president of client operations at Intrapromote
The act of connecting consumers who have a specific need with their solution via content
Actionable, about the consumer, specific needs, talk about the best solution, make sure it's content
connecting consumers that have a specific need to their solution with content
Pt. 1: Do something (take
- strategy is useless w/o actually doing somehting
Pt. 2: All about the consumer
- what they are looking for, what they need, what keeps them up at night
Pt. 3: Meet the specific needs of your target market (make the target market extremely specific)
Pt. 4: talk about the best solution
- isnt always YOUR product or service
- your product might be lovely but its not the solution to everything (Ex. Lowes: Vine Series
"Fix In Six"
of DIY solutions using products not sold at lowes)
Pt. 5: Different types of content (find the sweet spot for type and frequency and run with it)
- trial and error
Content Marketing Channels
- 27,000,000 pieces of content are shared each day
- 9 in 10 organizations market with content
- 54% of brands dont have an on-site, dedicated content director
- Each month, 329 people read blogs
- 90% of the info that comes into your brain is visual
- Articles with images gets 94% more views than those without
OBJ: Make the case for content marketing by referencing data
OBJ: Discuss best times of day and headlines for Content
Tuesday and wednesday are most popular for posting, but weekends get most shares for BLOGS. Both pictures represent blog type of content (Saturday - 6.3% posts are published but receive 18% shares
Blogs posted between 9pm-midnight have most social shares; 10-11pm highest points of engagement_
OBJ: Discuss examples of best practice, such as Coca-Cola's content strategy
- Starting with brand stories to created liquid and linked content, which create conversations, which Coca-Cola can the act and react to.
- Now part of an on-demand community, use this to leverage consumer behaviors and develop deeper connections through brand stories
- From one way storytelling to dynamic storytelling
- Five forms: serial, multi-faceted, spreadable, immersion, engagement
OBJ: Understand how to structure a content team
- Chief Content Officer
• Owning the story of the business • Content final approval • Audience development and influencer relationships • Measurement and business accountability
- Managing Editor
• Content strategy and creation • Vendor coordination • Content production • Content calendaring • Consistency in messaging • SEO • Content publishing • Blog Management
- Content Creators
- Then make sure outsourced writers, subject matter experts, design agencies, and thought leaders are involved
--> Should coordinate w whoever is responsible for SEO
- Have an editorial calendar
- Customers, partners, thought leaders can create content
- B2C = emotions; B2B = price, sustainability, support, relationships, ongoing sales, careers
OBJ: Manage a content team
Tips for blogging teams: Content is a "long game", meaning it takes time. It is fairly typical to expect six months or longer before a blog starts to get traction. You have to keep posting, though. If your posting is inconsistent, your audience will be unsure if there will be new content and they will stop looking for it. Even if it feels like you are shouting into an empty room, you have to keep making content.
- Editorial director: Content producers, designers, content creators
- Curator: content producers
- Syndicator: content producers
- Analytics Expert
- Site Manager
The Content Manager
The Content Manager is responsible for content based:
- Schedule, Consistency, Production, Editing, Strategy
- Coordinating with whomever is responsible for Search Engine Optimization (SEO) to ensure that keyword and phrases in the content are reinforcing SEO strategy.
- Have an editorial calendar and keep to it
- Don't forget that customers, partners, thought leaders can and should create content for you.
- For B2C emotion matters, for B2B it is more often about price, sustainability, support, relationships, ongoing sales, or even careers.
- Curate as much, if not more, than create.
OBJ: Describe the unique B2B tactics with Content
B2B marketers publish new content multiple times a week, say they are average at tracking ROI, mainly use social media (w/o blogs), and search engine marketing is their largest form of paid advertising
7 Best B2B Content Marketing Strategies (cont of last OBJ)
o Capture emails and generate qualified leads using gated content
o Delve into actionable data with original research and reports
o Demonstrate ongoing success through client case studies
o Give clients an insider look with product manuals
-- Avoid making assumptions. Be clear and unambiguous with your instructions and be generous with images, videos, and screenshots.
--> Prioritize your content's readability. Add bullet points, callouts, line breaks, and subheadings to break up text. Use language your users will be familiar with instead of technical jargon.
--> Organize your articles in logical groupings and categories. Group related articles and include recommendations for similar reads in case customers want to read more.
--> Use plain titles.
o Reach new audiences as a guest blogger
--> Identify a list of the most influential sites in your niche that are well-read by your target audience.
--> Start a relationship with the publication's editor in an in-person meeting, over email, or on social media.
--> Provide a portfolio of your writing to show you can meet their editorial standards.
--> Pitch topics their audiences want to read
o Share visual stories on SlideShare
o Support professional development with how-to articles
o Objectives - why you're doing this
o Uniqueness - what sets you apart
--> consumption metrics
--> sharing metrics
--> lead generation metrics
--> sales metrics
o Audiences- create personas
o Audience's needs - what do you provide for them
o Content executions - create audience-specific content
o Content amplification
How often do B2B marketers publish new content
mostly multiple times a week
B2B Content Marketing Tactic Usage
92% is social media content (other than blogs)
B2B Paid Advertising Usage
58% --> Search Engine Marketing
What do B2B customers want to know
if your customer is asking:
what's my problem?
Education & thought leadership
what to share with them:
- analyst coverage
- 101 education
- how to guides
- how other people are solving it
if your customer is asking:
how do I fix my problem?
Solutions & product suitability
what to share with them:
-what is the solution & how does it work?
OBJ: Create blog posts and strategies following best practices
o Relevant, Relevant, Relevant - relevancy matters SO much. Your content needs to be relevant to your audience. Why would they care? Why now?
o Expertise - Demonstrate your brand's expertise and knowledge
o Customer Service - Offer customer service tips and stories
o Inside Tips - Blogs could provide a unique product insight.
o Deals - Blogs could offer deals.
o Behind the Scenes
o Product Details
o Tips, Tricks, Lists, and Clickbait
o Controversy. Provoke Conversation
o Use guest bloggers. It helps them and you at the same time.
o Match frequency of posting to your audience
o Connect to Other Social Media/Websites
o Listicles work (Links to an external site.). They just do. Very successful strategy.
o Always be thinking about the shareability of your content.
o Always use imagery with a blog post. Always.
o Don't use Google images to find pictures unless you filter by Creative Commons License. Every picture on the Internet is presumed to be copyright. You need to search, explicitly, for images licensed for your use. This article from Harvard's Library (Links to an external site.) explains the licensing, talks about strategy for finding images, and has links to resources for creative commons licensed pictures towards the bottom. Otherwise, buy your imagery for a quality source.
o Provocative Titles
o Short Titles
o Consider Commenting or Guest Blogging on Other Blogs
o Humanize Your Brand
o Always be Thinking About Keywords and SEO
o Ask Audience What They Want
o Segment and Organize Content
o Prime for Social Sharing
o Build Calls to Action in Your Content.
Blends data, design, shareability, and story
Build a Tumblr
o If Twitter and Wordpress had a baby that was raised by Pinterest, it would be Tumblr. Technically, Tumbr is a blogging platform. In fact, it so highly customizable, that if you REALLY wanted, you could make a Tumblr look like anything you want - just like Wordpress. Most Tumblrs, though, are image or short text blog posts, presented in reverse chronological order.
o Extremely creative platform
Discuss why Content Marketing most often fails
5 Big Reasons
1. You believed the biggest myth content marketing ever told the world (content, then people click, then they buy and we get money) NOT TRUE
o How it does: make content, humans click, they like they remember, maybe they look up other content, then visit again, then we build trust and relationships with viewers, then when they need the product they will come back (not going to convert on first visit!!)
2. You made content without a community
o Content doesn't all go viral, it spreads because it inspires a community, reinforces a belief, refutes an opposing argument, starts a discussion, makes sharing community look smart/important, (only the best .01% of content goes viral without a pre-existing community)
3. You invested in content creation, but not in its amplification
o Content falls into one of three amplification buckets
--> Broadcast: social media, email, events
--> 1:1 outreach: social, email, in person
--> Paid amplification: many varieties
o Find what content is successful for your niche, find where to share it, go beyond social networks, find who is sharing, copy what's working for others, think of each channel/medium as a muscle that needs to be flexed and strengthened regularly
4. You ignored content's most powerful channel: SEO
o Google has nearly 6 billion searches/day, SEO is crucial because it is in the "do things" mode which is crucial for intent, at very least do keyword research
5. You gave up way too soon
o The price of success is failure after failure after failure
COCA COLA 202O VIDEOS
- About Coke going from creative excellence to content excellence
- Ideas so contagious they cannot be controlled: liquid
- Ideas are relevant to business objectives, brands, and consumer interest: linked
- Brand stories create liquid and linked ideas with in turn create conversations
- Coke needs to react to those convos 365 days a year
VIDEOS OF PEOPLE SPEAKING
- Speaker in a video
- Head of the content marketing institute
- being a "Content Marketing Animal"
- Keynote at INBOUND (the Hubspot conference)
Customer Centric Story-telling
- Content at the core of everything
- Brand content hubs/publishers
- Continuous culture of content
1. Don't expect consumers will search you and find you in an intentional way
- Have to bait people in
- Take significant amount of time to get any attention/ until people know you exist
2. You hace to have a community when you create content
- As you create content, you also have to think about creating the community that will engage with that content
3. You not only need to create the content, you also need to amplify it
- You share your content organically, but will probably have to pay to promote it too
- Reach out to influencer marketers to share you content
4. Make sure you are optimizing for search, don't ignore SEO!
- Remember keywords
* create content for content marketing with those phrases
* Use in white paper, videos, blog content
* optimizing for search in your creation of content
- Takes time to do a great search strategy
- Keyword research and targeting
- Link earning
--> Build a relationship
----> Go for middle tier since they're more likely to respond
----> GoConspire to see how youre connected w people
----> At some point the blogger will link to your ad
----> Brand mentions near keywords may have link-like effects
- Content creation
----> One of a kind
----> Uniquely available
----> Great UX
----> Likely to spread
--> Imitate what works
--> Interactivity > visuals > text
--> Paid amplification
--> Invest in your strengths
- Cisco - the network
- Eloqua - all about revenue
- Fidelity investments - youtube channel
- General Electric - #6SecondScienceFair
White Papers, Ebooks, webcasts, etc
- Fast Company - infographic of the day
- Salesforce - salesforce 1
- Ads camoflauged to look like new stories
- A directly paid opportunity
- Usually information based
- Delivered in stream
- Ex. Orange in the new black ad that looked like a news article, was actually and article but was paid to be advertised
- Not designed to solve a problem, or hit a point on an experience map
* Just meant to get your product in front of the consumer
* Ex. Dove real beauty campaign
content JUST about a product and its use
VIDEO: Content Marketing Spectrum
Robert Rose: Cheif strategy officer with Content marketing institute
- strategic content marketing spectrum
- differences between content marketing, branded content, native ads, and product marketing
Describe the unique B2B tactics with content
- Capture emails and generate qualified leads using created content
- Delve into actionable data with original search and reports
- Demonstrate ongoing success through client case studies
- Give clients an insider look with product manuals
- Reach new audiences as a guest blogger
- Share visual stories on slideshare
- Support professional development with how-to articles
- Most BRB marketers use linkedin, then twitter, then facebook
ARTICLE: Marketo. Lean Content Marketing
Perfect content team:
- Chief content officer
- Managing editor
- Content creators
THIS SET IS OFTEN IN FOLDERS WITH...
Module 10: LinkedIn
Module 12: Part 2- Motion
Module 9: Twitter
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