content marketing kickstarter content strategy & curation

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Content Marketing Kickstarter Content Strategy & Curation

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Page 1: Content Marketing Kickstarter Content Strategy & Curation

Content Marketing Kickstarter

Content Strategy & Curation

Page 2: Content Marketing Kickstarter Content Strategy & Curation

So Why Are We All Here Today?

“Just like search was a decade ago and social was five years ago, content marketing is the next digital media revolution” • Forbes magazine

Page 3: Content Marketing Kickstarter Content Strategy & Curation

Sharing Content Is Central To Our Online Behaviour

SOURCE: NM Incite – UK OCT 2010 – Oct 2011

23%*OF SOCIAL MEDIA MESSAGES INCLUDE LINKS TO BRANDED CONTENT

*27,000,000Pieces of content are shared each day*These figures don’t include messages about or related to content – only those that share it

THE CONVERSATION AROUND CONTET IS LIKELY A MUCH LARGER PERCENTAGE

Page 4: Content Marketing Kickstarter Content Strategy & Curation

But There’s A Problem

Page 5: Content Marketing Kickstarter Content Strategy & Curation

What Content Challenges Do You Face?

Page 6: Content Marketing Kickstarter Content Strategy & Curation

Which of these storytelling types are you using?

Brand Storytell

ing

Serial

Multi-faceted

Spreadable

Immersion &

Discovery

Engagement

Coca-Cola Content 2020 Part 1 www.youtube.com/watch?v=LerdMmWjU_E Part 2 www.youtube.com/watch?v=fiwIq-8GWA8

Page 7: Content Marketing Kickstarter Content Strategy & Curation

Content Curation Is…

…the act of discovering, gathering,

and presenting digital content that surrounds specific subject matter

Page 8: Content Marketing Kickstarter Content Strategy & Curation

The Value Of Content Creation To Business

• Your community doesn’t have to go anywhere else

• They spend more time with you

• Improves brand identity

• You become a trusted expert

• Funnels customers or prospects towards conversion

• Improves SEO

• Curation takes less time (and money) than creation

Page 9: Content Marketing Kickstarter Content Strategy & Curation

What Are The Main Objectives Of Content Curation?

Page 10: Content Marketing Kickstarter Content Strategy & Curation

Developing Your Content Strategy

Page 11: Content Marketing Kickstarter Content Strategy & Curation

Brand’s Need A Purpose

A brand’s definitive position on the unique difference it’s trying to make in the world

Page 12: Content Marketing Kickstarter Content Strategy & Curation

Purpose Drives Nike’s Content Strategy

Purpose

To bring inspiration and innovation to

every athlete in the world

The Content Strategy

Nike will create the platform to manage your performance

Nike will motivate you and advise you

Nike will provide the platform to

connect with other athletic enthusiasts

The Idea

Nike can help people achieve

their athletic goals

The Insights

Getting fit or being successful at sport is about more than

buying the right sneakers or apparel

People need to be motivated to keep

going

People like to have feedback about their progress

People like tips and information about how to improve

The Tactics

• Apps• Web tools• Facebook pages• Community

management• Data capture

profiling• Personalization• Influencer

outreach• Blogs• Moderated

forums • Ecommerce

integration

Page 13: Content Marketing Kickstarter Content Strategy & Curation

A content strategy is…

• a plan for creating, curating, publishing and

managing content

– that is

• findable, actionable, measurable and shareable

– delivering

• content that bridges business goals and audience

needs

Page 14: Content Marketing Kickstarter Content Strategy & Curation

What Does Your Content Strategy Need To Address?

1. Content Audit

2. Content Value

Proposition

3. Content Resource

Assessment

4. Content Creation & Curation

5. Review & Revise, Approve

6. Publish Promote,

Participate

Page 15: Content Marketing Kickstarter Content Strategy & Curation

The Content Marketing Matrix

Source: Smart Insights

Page 16: Content Marketing Kickstarter Content Strategy & Curation

Content Marketing Matrix

ENTERTAININSPIRE

CONVINCEEDUCATE

AWARENESS PURCHASE

EM

OT

ION

AL

RA

TIO

NA

L

Page 17: Content Marketing Kickstarter Content Strategy & Curation

The Content Value Proposition Canvas

CUSTOMER NEEDS

GAINS

PAINS

GAIN CREATORSPAIN RELIEF

CONTENT OFFERING

Adapted under the Creative Commons License by We Are Atmosphere Ltd (UK) from original works at http://www.businessmodelgeneration.com/canvas

Page 18: Content Marketing Kickstarter Content Strategy & Curation

WORKSHOP: Let’s Develop Your Content Value Proposition

• Get into groups and start to fill in the right-hand side of Value Proposition Canvas by brainstorming one segment of your audience– Customer Need

• What are they trying to do?

• What problems are they are trying to solve?

• What are the needs they are trying to satisfy?

– Pains• What challenges does they face that triggers a need for your

product/service?

• How does your product/service make the pain go away?

– Gains• Describe the benefits your customer expects, desires or would

be surprised by

!

Page 19: Content Marketing Kickstarter Content Strategy & Curation

WORKSHOP: Let’s Develop Your Content Value Proposition

• Now start to fill in the left-hand side– Content Offering

• What topics AND types of content would helps them get the job done?

• What original/owned content could you develop?

• What topics or types of content might you curate?

– Pains Relief• Describe how your content offering alleviates customer

pains

– Gain Creators• Describe how your content can create customer gains

• How would your content create benefits your customer expects, desires or would be surprised by?

!

Page 20: Content Marketing Kickstarter Content Strategy & Curation

What Attributes Should Your Content Have?

Content

Findable

Targeted

Useful

Actionable

Measureable

Shareable

Credited

Page 21: Content Marketing Kickstarter Content Strategy & Curation

The Curation Process

Identify pick your

topics

Follow find your sources

Organise review, filter, &

categorise

Create add value

Share publish,

promote & participate

Page 22: Content Marketing Kickstarter Content Strategy & Curation

Delivery• Curation Tools & Platforms

Page 23: Content Marketing Kickstarter Content Strategy & Curation

Consumer Social Curation Tools That You Can Use To Curate

Page 24: Content Marketing Kickstarter Content Strategy & Curation

Enterprise Content Curation Tools

Page 25: Content Marketing Kickstarter Content Strategy & Curation

Workflow

Page 26: Content Marketing Kickstarter Content Strategy & Curation

How Do You Get Buy In For Your Curation Strategy?

• Upper-Level Management– Keeps them informed about the market

• Web/Content Team– Provides a constant stream of topic ideas and keeps them in touch with

industry developments. – Statistics on which content is popular with particular audience segments– It reduces the amount of owned content that must be produced

• Public Relations and Investor Relations– Makes it easier for the PR team to get coverage

• Sales Team– Build deeper relationship with the businesses clients and customers

Page 27: Content Marketing Kickstarter Content Strategy & Curation

Content Curation Daily Routine

SEEK SENSE SHARE

Define topics and organise sources

Product: Writing w/links, presentation

Credit sources and answer questions

Scan more than you capture

Annotate, Archive, Apply

Feed your channels with a ready diet of content

Don’t capture unless high quality

Add value to the content to provide context

Participate in the conversation

TIME: 15 mins 2x daily TIME: 30-60 mins daily TIME: 15 mins 2x daily

Page 28: Content Marketing Kickstarter Content Strategy & Curation

Measurement & Optimisation

| Course Title

Page 29: Content Marketing Kickstarter Content Strategy & Curation

Content Metrics

Consumption metrics

Sharing metrics

Lead metrics

Sales metrics

Page 30: Content Marketing Kickstarter Content Strategy & Curation

Consumption Metrics

Views

Time Spent

Action

Share

Comment

Sentiment

Page 31: Content Marketing Kickstarter Content Strategy & Curation

• Sharing Metrics– Likes, shares, tweets, +1s, and

pins: Sharing tools typically keep track of these, also Google Analytics

– Forwards: Your email provider and Google Analytics can help you track email forwards.

– Inbound links: Your blogging software or e.g. OpenSiteExplorer

• Sales Metrics– Online sales– Offline sales: Track via unique

URLs measured by your analytics program

– Manual reporting & anecdotes– Remember: if you’re going to track

leads and sales, you have to do something trackable

• Lead Metrics– Form completions & downloads:

Through your CRM and URL tracking, how often visitors access gated content is simple to measure

– Email subscriptions: Your email provider or CRM tracks how many visitors sign up to receive your emails

– Blog subscriptions: You can measure blog subscriptions through services like Feedblitz or your CRM system

– Blog comments: A strong comment platform (like Disqus, Livefyre or one built into to your blogging software) helps here

– Conversion rate: How often do visitors who consume content become leads?

Metrics

Page 32: Content Marketing Kickstarter Content Strategy & Curation

Curation ROI

((Return – Investment)/Investment))x100) = ROI• You collect 100

leads/month from the content

• At a 10% lead conversion rate, you’ll generate 10 new customers

• Assume a £1,000 average lifetime customer value and a 20% average profit margin

• Multiply the hours per month needed to curate the content by the hourly pay rate of the employees used to curate it

• Multiply the result by the overhead factor

• Add in related monthly costs (e.g. curation software costs)

Page 33: Content Marketing Kickstarter Content Strategy & Curation

Go Forth And Curate…• [email protected]