How to Create Heavyweight Content Marketing Campaigns

• BuzzSumo Director• Researching how data

can help us create better content

• Understanding what content resonates and how it is amplified

Steve Rayson

• Head of inbound marketing

• Run a department of content, social media and campaign specialists

• Have been running campaigns (online and offline) since pre-Google days

David Somerville

• Established for over 15 years

• Offices in Worthing, London and Sydney

• Run digital marketing campaigns for clients

About Fresh Egg

Who we work with

• Different types of campaign planning• Key campaign planning elements• What are the different phases of campaign planning?• Campaign planning tools

The information is relevant to planning all types of digital marketing campaigns

Today’s webinar

Different types of campaign planning

• Quick and easy to do

• Do it anywhere!

• Get away from your desk

• However, it can lack the benefits of a team planning session

Going solo

• Great for getting lots of ideas from different perspective

• Choose people with different skills (analytical, creative, logical)

• Use people with specialist subject knowledge or interests

• Not restricted to internal people – are there any outside experts you know?

• Go outside!

Team planning

Key campaign planning elements

• Who are the audiences you are trying to reach with the campaign?

• Audience intent• Search intent – what are they searching for • Framing of content – what messages will most appeal to them?• Which digital marketplaces are relevant for them?

Audience

• What is the campaign looking to achieve?• Sales• Traffic• Brand awareness• Building authority• Email sign-up• UGC

• Make sure everyone is clear on the objective/s of the campaign

• Objectives are key to measuring the success of the campaign

Objectives

• What are the top-level timelines for your campaign?

• Immediacy might affect the size of the campaign• Can you create a ‘phase 2’ for all those good ideas you’ve had that

could be done in the future?

Timelines

• What is the ballpark budget for the campaign?

• It’s more effective to plan a campaign with a budget in mind

• Costs for content creation, other assets, paid promotion need to be considered

Budgets

• How will your campaign come to life?

• What elements will it include?• Survey• Content hubs• Competition• Video• Social media accounts

Mechanics

• How will the campaign be promoted?

• Social media – what channels do they have?• Email – is there a regular enewsletter?• Biddable media – what budget is available?• PR/outreach activity – is there a story?

Promotion

• How will you measure the efforts of your campaign?

• Put a measurement plan in place, that shows:• Objectives• KPIs• Metrics

• A measurement plan will help you easily show the ROI of your campaign after it’s been running

Measurement

Measurement plan

What are the different phases of campaign planning?

Initial brainstorm

• Make sure everyone has a brief and any relevant background information

• Take the brief and come up with a large volume of ideas

• Don’t be critical at this stage

• Use brainstorming techniques to generate even more ideas (injection, reversal etc)

Initial brainstorm

Refinement

• Refine your ideas and pick a winner

• Often works well with a smaller group (2 people)

• Refine ideas based on whether they answer the key campaign elements (audiences, objectives, budget, timelines)

• Save other ideas for a follow-up campaign

Refinement

Developing a campaign proposition

• What is it about the campaign that your audience will engage with?

• Revisit and reinforce your key elements:• Audience• Objectives

• This will influence elements such as messaging, CTAs

• Use this to guide all activity from this point onwards

Defining a campaign proposition

Building out a campaign plan

• Now you’re ready to build a campaign plan…

• WHAT tasks/activities are required?• WHO will be doing these?• WHEN will this be done (timeline with deadlines)?• HOW will you report on results (in relation to your measurement

plan)?

Building out the campaign plan

Building out a campaign plan

Campaign planning tools

Lucidcharts

Google Analytics allows you to use data to help build your campaign

• What is the popular content? • What are the traffic sources? Do these match your campaign

objectives?

Google Analytics

• Top Landing Pages

Google Analytics

• Site Search

Google Analytics

• Search Intent allows you to see what the most popular topics are (that people are searching the web for) in relation to your topic

Keyword tools – Search Intent

• Use Top Content search for quick and easy campaign ideas

Buzzsumo – ideas generation

• The Domain Comparison Report allows you to see what’s working for different competitors

Buzzsumo – competitor analysis

• Influencers search shows who we can partner with to gain content from or promote to

Buzzsumo – influencer research

• Using the Trending area to get ideas for reactive campaigns

Buzzsumo – hot topics

Summary

Whether on your own or as part of a team, if you put in the effort at the campaign planning stage then your campaign will be more effective

Don’t forget the key campaign planning elements

Audience

Objectives

Budgets

PromotionMeasurement

Timelines

Work through each campaign planning phase

Brainstorm ideas

Refine ideas

Define your campaign

proposition

Decide who is going to do what

and when

Use the right tools to make planning quicker and easy to produce amazing campaigns!

David Somerville@southcoastdavid

Call us to discuss your next digital marketing campaign on0845 285 900

freshegg.co.uk@freshegg @fresheggau