continue the conversation!...• map out buyer’s journey 19 create 20 create • develop new...
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Continue the Conversation!
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Jillian FiorellaContent Strategy & Public Relations DirectorFARM
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What Is Content Marketing and How Can it Help Drive Leads to Your
Site?
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What Is Content Marketing?
• The term “content marketing” originated in 2001 and was
coined by Joe Pulizzi, founder of the Content Marketing
Institute (CMI), the leading content marketing educational
resource for enterprise brands.
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What Is Content Marketing?
• CMI developed the following definition:
“Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.”
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How We See It
• At FARM, we define content marketing is the art of creating
and curating useful content, which is consistently delivered
through key mediums to drive response and result in ROI.
• It’s an ongoing process which must be supported by a well-
defined strategy and integrated into an overall marketing
strategy.
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• We know that technology has dramatically influenced how
people consume media. They want information when and
where they want it, without being interrupted in the process.
• Whether playing in the B2B or B2C fields, content marketing
allows us to do just that by breaking through the clutter and
make a person stop … read … feel … think … and behave
differently.
How We See It
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Owning vs. Renting
• The intent is to own your media. Not rent it. Meaning—telling
your story by publishing new and curated content, becoming a
trusted resource and, in turn truly owning your brand.
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“All the Marketing That’s Left”
• Thought leaders and marketing experts from around the world,
including Seth Godin and hundreds of the leading thinkers in
marketing, have concluded that content marketing isn’t just the
future or a fad, rather it’s “all the marketing that’s left.”
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2016 Content Marketing
Trends
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2016 Content Marketing Trends
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Key Takeaways
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Key Takeaways
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Developing the Strategy
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Plan Create Publish Measure
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Plan
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Plan
• Identify key components to your strategy:
• Objectives
• General brand awareness, client acquisition, thought leadership, etc.
• Target audiences
• Develop Personas that define the audience’s challenges, questions, needs, and content
preferences—consider conducting research to be best informed
• Goals
• Editorial Mission Statement – comprised of key messages/overarching themes
• Map out buyer’s journey
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Create
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Create
• Develop new content, as well as curate and repurpose
existing content, all of which should be highly visual and
responsive
• Determine the optimum content mix:
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Create
• Create overarching content/editorial monthly calendars to
coordinate and integrate outreach efforts, and to facilitate
content curation
• Establish Key Brand Ambassadors/Spokespeople
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Content Matrix
Content Types
Videos
Social
Media
Public
Relations
Influencer
Outreach
Blogs
E-blasts
E-newsle
tters
Case studie
sWebina
rs E-book
sInfograp
hics
Whitepapers
Paid/
Syndicated
Curated
Event Market
ing
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Create
• Content should:
• Feature supporting visuals and rich media (e.g., images, videos)
• Include hyperlinks to other content to support link-building, in turn
growing your search rank
• Ensure content features keywords and is tagged appropriately, also
supporting SEO efforts
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Create
• Content should:
• Acknowledge and respect the customers’ decision process along the
purchase path and;
• Once a purchase is made, continue supporting customers with content
that guides them through the product and the process, fostering brand
advocates
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Publish
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Publish
• Create a Content Repository or “Hub”
• Section of website designated for organizing and publishing content
• Promote content across owned, paid and earned channels
• Drive leads through:
• Inbound strategies: (SEO, PPC)
• Outbound strategies: (Display Ads, Content Syndication)
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Measure
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Defining Metrics
• Establish goals/metrics for content type
• Measure the level of engagement through metrics such as opens, clicks,
shares, views, registrations, etc., depending on the channel
• Consider employing traditional tracking mechanisms such as unique toll-free
numbers and redemption codes to tie these initiatives to sales
• Establish a valuation rubric and rating system for earned placements based
on pre-set criteria (e.g., headline/messaging, photo used, number of times
client name is mentioned, medium [print, online, both], etc.)
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Examples
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vAuto - Conquest
• vAuto/Conquest: “3 Keys”
Whitepaper
• Gated content on website
• E-blasts
• Blogs
• Social publishing
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FARM
• Relevant Blog Content
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Princess Pinky Girl
• Baking aisle – urgent help needed!
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Princess Pinky Girl
• Engaging conversion chart
courtesy of Princess Pinky Girl’s
Pinterest board
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Princess Pinky Girl
• Click through to website:
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Princess Pinky Girl
• Find this fun recipe
• Pin it to my Dessert board
• And the content cycle continues!
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Thank you!
Scott MolloyLead Project StrategistMainstreethost
CONTENT OPTIMIZATION
Brought to you by:
ABOUT US
MAINSTREETHOST:•Digital Marketing Agency 1999
•Amherst, NY
•One of the first companies in the country
to specialize in SEO and Online
Marketing
SCOTT MOLLOY:•7 years with Mainstreethost
•Responsible for over $2 Million in client
strategy and acquisition annually
•Lead strategist for major clients
• Is a set of red contacts away from being
Albino. Might be a White Walker.
WHAT DOES CONTENT OPT MEAN?
• At its core: Getting your content into the best channels for exposure
• Choosing the right content medium to maximize potential
• Understanding and executing the technical nuances that can get your
content found
CONTEXT MATTERSOn-Site: SEO, technical execution, longevity
CONTEXT MATTERSOff Site: Traditional media channels, branding
CONTEXT MATTERSSocial: Clickbait, subject impact, short and sweet
FOCUS: ON-SITE CONTENT OPT
How to get started:
• Know Your Audience
• Research the Potential
• Devise a Game Plan
KNOW YOUR AUDIENCE
Rely on internal knowledge: Use this information to:
• Use questions the sales staff
always hear
• Use client surveys
• Keep track of social
conversations
• Document correspondence
• Research how these people might
search (Adwords, trends)
• Develop subject matter relevant to
their needs
MAKING A GAME PLAN
Convert need into content:• Videos: Instructional, impactful, easily digested
• Blog Posting: Engaging, in-depth, authoritative
• Page Development: Long lasting, business essential
• Social Engagement: Shareable, short lived, brand engaging
GAME PLAN FOR ON-SITE
●Know your site. Map it out. Understand taxonomy.
●Rethink the traditional vertical model
Traditional Silo Site Development
Traditional Silo Site Development
Breaking the
Traditional Model
QUICK INTRODUCTION TO CRAWLING
How do search engines understand my site?• Crawling through the links
• Interpreting context around the path
• Using key code elements (<title>, H1, Sitemaps)
• Secondary support (eg: backlinks, social indicators)
IDENTIFY WHERE IT FITS
• Where does it best fit?
ULTIMATE GUIDE TO HOPPY BEERS
New page in site structure
• What does it relate to?
Beer, pale ale, IPA, pilsner, German pilsner, bohemian
TECHNICAL OPTIMIZATION
• Subject headers
• Title
• Markup
• Metadata
TECHNICAL OPTIMIZATION<H1>Craft Beer and Hops: A Guide to the
Best Choices | The Beer Experts<H1>
<title>The Ultimate Guide to Hoppy Craft
Beers and IPA</title>
<H2>Craft IPA<H2>, <H2>Pilsners with
Hoppy Punch<H2>
URL: www.domain.com/craft-hoppy-beer
CONTEXTUAL OPTIMIZATION
What Content Makes Sense? • Infographic on all classes of Hoppy Beers
• Static content describing each type and brew process
• Reviews of the best beers in the class
• Video on Home Brewing Pilsner with Hops
Where Does it Fit?• Dedicated site page
• Associated blog post on brewing with Hops
• Social post series: The Ultimate Guide, Brewing with Hops at Home
/craft-hoppy-beer
CONNECTING THE DOTS
• Internal link juice is mapped and calculated
• Authority is passed across site verticals in related context
• Internal link verbiage can be given logical value
• Outside indicators and link values are mapped and logical
• .xml video sitemaps can be leveraged
• Image alt values can be assigned
• The experience to the user will make natural and organic sense - the same
will be for crawlers
• The content was planned with intent
Mary OwusuDirector of AnalyticsEric Mower + Associates
MOST CONTENT MARKETING
IS INEFFECTIVE…
(Fails to generate leads)
Source: 2016 B2B Content Marketing Trends—North America:
Content Marketing Institute/Marketing Profs
marketers think content
marketing has low to no
effectiveness70%
Source: HubspotCONTENT MARKETING IN EUROPE, 2016
marketers cannot measure
the ROI of content
marketing47%
Source: 2016 B2B Content Marketing Trends—North America:
Content Marketing Institute/Marketing Profs
marketers think content
marketing has low to no
effectiveness70%
THE PATH TO EFFECTIVE
CONTENT MARKETING
THE PATH TO EFFECTIVE CONTENT MARKETING
LEAD
GENERATIONLEAD
NURTURING
Building trust, rapport and credibility with
buyers at every stage of the sales
funnel, and through every step of the
buyer's journey.
Identifying and cultivating
potential customers for a
business's products or services.
THE PATH TO EFFECTIVE CONTENT MARKETING
LEAD
GENERATIONLEAD
NURTURING
Building trust, rapport and credibility with
buyers at every stage of the sales
funnel, and through every step of the
buyer's journey.
Identifying and cultivating
potential customers for a
business's products or services.
LEAD GENERATION
1. Have a high converting
landing page
LEAD GENERATION
1. Have a high converting
landing page
2. Show love to both mobile
and desktop users
LEAD GENERATION
1. Have a high converting
landing page
2. Show love to both mobile
and desktop users
3. Keep form fields to only
what is necessary right
now
LEAD GENERATION
1. Have a high converting
landing page
2. Show love to both mobile
and desktop users
3. Keep form fields to only
what is necessary right now
4. Un-gate some assets to
establish trust and
credibility
LEAD GENERATION
1. Have a high converting
landing page
2. Show love to both mobile
and desktop users
3. Keep form fields to only
what is necessary right now
4. Un-gate some assets to
establish trust and
credibility
5. Have a prominently-
placed trackable phone
number
THE PATH TO EFFECTIVE CONTENT MARKETING
LEAD
GENERATIONLEAD
NURTURING
Building trust, rapport and credibility with
buyers at every stage of the sales
funnel, and through every step of the
buyer's journey.
Identifying and cultivating
potential customers for a
business's products or services.
LEAD NURTURING: THE LEAD NURTURING FUNNEL
Source: AG Salesworks
LEAD NURTURING: THE LEAD NURTURING PROCESS
The take-away:
Lead nurturing never truly ends
Source: AG Salesworks
LEAD NURTURING
1. Develop target personas
for each stage of the
funnel
LEAD NURTURING
1. Develop target personas for
each stage of the funnel
2. Map personas to the
stages in your buyer’s
journey
Source: HubSpot
Retention
Stage
LEAD NURTURING: THE LEAD NURTURING FUNNEL
Source: AG Salesworks
LEAD NURTURING: THE LEAD NURTURING FUNNELBUYER’S JOURNEY
LEAD NURTURING
1. Develop target personas for
each stage of the funnel
2. Map personas to the stages
in your buyer’s journey
3. Create a content map for
each persona + stage
Awareness
Stage
Consideration
Stage
Decision
Stage
Retention
Stage
POST OR
OFFER?
OFFER
FORMAT
RELEVANT
TERMS
CONTENT
TYPE
TARGET
KEYWORD
Source: HubSpot
LEAD NURTURING
1. Develop target personas for
each stage of the funnel
2. Map personas to the stages
in your buyer’s journey
3. Create a content map for
each persona + stage
4. Launch multi-channel
nurturing
a. Email (marketing automation)
Never nurtured,
cold and old
leads that
dropped off
Automated Lead
Nurturing for
New Leads
Leads that have
chosen another
company
Leads that are
deciding between
you and another
company
Lead Nurturing
for Existing
Customers used
for Retention
LEAD NURTURING
1. Develop target personas for
each stage of the funnel
2. Map personas to the stages
in your buyer’s journey
3. Create a content map for
each persona + stage
4. Launch multi-channel
nurturing
a. Email (marketing automation)
The take-away:
Don’t rely on email alone
Source: HubSpot
LEAD NURTURING
1. Develop target personas for
each stage of the funnel
2. Map personas to the stages
in your buyer’s journey
3. Create a content map for
each persona + stage
4. Launch multi-channel
nurturing
a. Email (marketing automation)
b. 1:1 Social Media
c. Paid Retargeting
d. Dynamic Content
e. Sales Enablement
Effective multi-channel lead nurturing
combines the channel and the content to
hit the right lead at the right time with
the right content.
EFFECTIVE CONTENT
MARKETING IN ACTION
EFFECTIVE CONTENT MARKETING IN ACTION
Coca-Cola
Share-a-Coke Campaign
• What they did: Print individual names on cans
and bottles. Encouraged customers to share
social content around individualized products
• Impact: Coke inspired brand advocacy, drove
consumer generated marketing and crowd-
sourced content to drive sales
• Source: Content Marketing Institute, 8 (More) Absolutely Brilliant Content Marketing
Innovations From the World’s Best Brands, Nail Patel, July 11, 2016
HubSpot Blogs
• What they did: Hubspot generates tons of content covering
every aspect of niche marketing to the tune of 7 blogs X 5
articles = 35 articles a day. Additionally, they generate
hundreds of other social media posts and videos a month.
• Impact: Hubspot uses all of this content to drive visits to
their properties and then converts visitors to leads with in-
depth authoritative guides, interactive checklists, ebooks
and videos
• Source: ahrefs.com, 6 Exceptional Content Marketing Examples You Should Emulate In 2016, Jacob McMillen,
February 9, 2016
EFFECTIVE CONTENT MARKETING IN ACTION
Coffee for Less Customer Testimonials
• What they did: Coffee for Less realized that quality content
increased their SEO, so they added the functionality of
customer comments to their product pages
• Impact: Reviewers wrote in language similar to the way
people searched for coffee online improving their SEO and
leading to a 10% increase in organic traffic. Additionally,
visitors who interacted with product reviews converted at
125% higher rate and spent 157% more time on site than
those who didn’t• Source: Tint, 8 Brands Effectively Leveraging User-Generated Content, July 28, 2014
NYSERDA
Measurable Results
Campaign
• What they did: New York State’s
agency responsible for
advancing innovative energy
solutions needed to drive
awareness and incentivize
commercial and industrial
companies to take steps to
improve their energy efficiency.
They drove lead generation by
offering information kits
consisting of case studies and
program information
• Impact: In the first year of their
campaign, NYSERDA’s info kit
offer (used in online ads and
direct marketing) drove 4,000
qualified leads to the agency
and its outreach contractors• Source: EMA
©2016, Eric Mower + Associates (EMA). Brand as Friend is a registered trademark of EMA and its methodologies are proprietary information. All ideas, concepts, strategies, recommendations, trademarks and
materials presented in this document by EMA are provided to you to help make an informed decision regarding the use of our ongoing services, and will remain the property of EMA unless otherwise negotiated in a
formal agreement with our agency. The use of any EMA presentation concepts and materials outside of a contracted relationship with our agency is prohibited, including the use of this material in-house or with other
agencies. By accepting this proposal, you agree to these terms and understand our ideas cannot be employed or further developed without a formal agreement between our agency and your organization.
THANK YOU
Digital Outreach
• How do you define your audience and figure out what they are interested in? • What are email marketing best practices for B2B?
• How and why to use social media to help promote your business?
Join us at our second Content Marketing event on May 11th!