content marketing strategy 101

Content Marketing Strategy 101 by Javed Mohammed

[email protected]

Agenda

• 5 W’s Content Marketing?

• Content Marketing Planning

• Engagement

• Content Marketing KPIs

• 6 Steps to Content Strategy

Copyright K2 Vista LLC 2015 2

Content Management Inspiration


“The best content is worth sharing. It's worth passing along, because you find it so useful or enjoyable or inspired that you can't NOT share.”

Ann Handley

@MarketingProfs Chief Content Officer, MarketingProfs

Photo by GotCredit available under a Creative Commons Attribution-license

Wisdom on Content Marketing


Attract. Engage. Convert. ~

Lee Odden, TopRank Marketing

Content is anything that adds value to the reader's life. Avinash Kaushik, Google

Publish everywhere. Robert Simon, Four Seasons Hotels

Digital Marketing

CONTENT MARKETING

SOCIAL MEDIA

MARKETING

EMAIL MARKETING

MOBILE MARKETING

SEARCH MARKETING

BRAND MARKETING

WebSite

Blog

SEM

SEO Display Ads

Messaging

Image

Emotional Connection

Packaging

Search

Banners Location Based/ Proximity

SMS/MMS

Apps

Landing Pages

Newsletter

Links

Slide Ware

Articles

WhitePaper

Case Study

Video

InfoGraphic

Photos

Votes

Comments

Testimonials

Webinars

Personas Positioning

PPC, CPC, CTR, Conversion

Web Analytics

Keywords, Links Meta Data

Podcasts

Banners

OPTIMIZATION

A/B Testing

Usability Testing Click Analysis &

Heat Mapping

Community

DIGITAL MARETING STRATEGY MAP


What is Content marketing

“Any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.” (Wikipedia)


A simpler definition


• “Content Marketing is any content you create that helps build your brand and or sales.”

Photo by Juli Crockett available under a Creative Commons Attribution-license

Integrated Marketing

Copyright K2 Vista LLC 2015

SEO Social

Content is king

Why Content Marketing?

• Builds Trust

• Builds Brand

• Provokes conversations

• Increase Word of Mouth

• Creates Community

• Develop loyalty through emotional connections

• Google Loves it

• Engages Prospects


How much Content?

Here is a great formula from Jay Baer

Number of Questions You Need to Answer=

Number of Personas x

Number of Buying Stages x

Number of Questions in Each Stage


Different Forms of Content

• Long Form: Whitepapers, e-Book

• Medium Form: Blog, Article

• Short Form: Twitter, Facebook Post, Comment

• Multimedia: Video, Podcast, Images, SlideWare


Inviolable Law of Content Marketing

• “Thou shall not do in-your face, self-promotions or propaganda


Follow the 80:20 or 90:10 Rule

• Make your content for your audience


Photo by OXLAEY.com available under a Creative Commons Attribution-license

Evergreen vs Real Time Content

• Evergreen Content stays fresh and relevant where as Real-time content has a short half-life.

– Real-time: News, Pricing, Fads, Trending

– Ever-green: FAQs, Lists, How To’s, Reviews, Cheat-sheets, Videos


B2C Evergreen Themes

• Meaning of Life, Self Improvement

• Love, Conflict, Romance

• Marriage, Parenting

• Food, Money

• Health, Wellness, Weight Loss

• Jobs and Careers


Photo by greg westfall available under a Creative Commons Attribution-license

Half Life of Content

• Twitter: Minutes

• Facebook: Hours

• Blog: Days

• E-book: Years


0

100

200

300

400

Twitter Facebook

Blog E-book

Day

s

Content Half Life

Recycle & Repurpose Content


Blog Youtube E-book Slideware

Facebook Article Flickr

Twitter Tumblr Pinterest

Create a Content Calendar & Follow it


A plan is better than no plan, great to curb writers block and good for teamwork

Curate vs Create

• Not all content needs to be created

• Depends on channel

• Social Media more sharing

• Blog more original content

• Don’t forget Guest Blogs, great for SEO, building followers, web traffic and diversity of opinions.


Engagement

• A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. (Wiki)


Benefits to Engage

• Thought Leadership

• Build target audience footprint

• Website Traffic

• Brand Awareness

• Lead Generation

• Customer Acquisition

• Conversion & Sales

• Build Relationships


Where to Publish: Platforms & Distribution

• Website • Blog • Social Media • Newsletter • Whitepaper Sites • Podcast • Webinar • Case Studies • Slideware • Content Syndication (RSS) • Search Engine Marketing


Photo by mkhmarketing available under a Creative Commons Attribution-license

KPIs: Thou Shall Measure

• Identify the important KPIs

• Install Google Analytics on your website, blog

• Pay attention to Sessions, Duration, Bounce rate, and other factors

• Other things to pay attention to are Ranking Factors, Social Factors, Leads and yes Sales.

• But it’s not just about numbers. Great Selfless Content Marketing brings good will, loyalty, and much more.


6 Steps to Content Strategy

While developing your Content Strategy 1. Develop a clear profile of your audience (refer to the

digital marketing presentation) 2. Know the buyers journey 3. Research their preferences. Finout which online

water-cooler they like to hang out at. 4. Give them the right content at the right time on the

right platform 5. Engage your customers, ask questions, do a survey 6. Decide what Success means to you and your team

(KPIs)


Content Marketing Strategy & Execution

Followers/Likes Shares Views Search Rank Bounce Rate Time on site Downloads, SignUps Click Thru Rate Links

Audience Keywords 5 W’s Preferences KPIs

New Offers Referrals


STRATEGY CONTENT MANAGEMENT

Short Form Long Form Images Moving Images

PLATFORMS& DISTRIBUTION

Social Blog Email PPC Banner Keywords

MEaSURE MENT

LOYALTY

Great Content Formula 3.0


Javed Mohammed’s

Great Content =

99% About Them x ( 80% Curated + 20% Original) x (50% Evergreen + 50% Real-Time) x (80% Target KPI) x (Sum of Half Life of all Content x 1.5 x Content Refresh Rate) x Sum of (Personas x Buying Stages) x 0.25 (Loyalty Rate) x 0.5 (Perfect Storm) x 1.0 (Prayers)

Need Help with your Digital or Content

Marketing Project?

Contact me Javed Mohammed

[email protected] javedinc.wordpress.com

1 (408) 728-8920


mailto:[email protected]