how to hit the jackpot with content marketing strategy: content is king
DESCRIPTION
How to Hit the Jackpot with Content Marketing Strategy: Content is King A step-by-step guide to building a content marketing strategy for your organization, business or cause. From often overlooked aspects of planning to what you truly need to measure. Ryann Petit-Frere, Manager of Digital Media Strategy at the California Lottery provides a guide to developing a content marketing strategy for your social and digital efforts. Covers: 2014 Figures on Internet and Social Media Usage Tips for Influencing Organizational Culture A Guide to Understanding Your Audience How to Create and Curate Engaging Content How to Maximize Distribution of Your Content Distribution Channels Viral - Fails #myNYPD Analytics Created for the Sacramento Business Journal and Sacramento Social Media Club Annotations: "Managing Content Marketing" - Robert Rose Pew Research Internet Project "The Science of Emotion in Marketing" Courtney Seiter, Buffer Blog "Emotional Ads Work Best" Roger Dooley, Neuromarketing B2B Content Marketing Trends, Content Marketing Institute/ Marketing Profs California Lottery 2013 Report to the PublicTRANSCRIPT
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CONTENT MARKETING: CONTENT IS KING
W / @ S M C S A C @ S A C B I Z
R YA N N P E T I T- F R E R E@ R E P E T I T F R E R E
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The Landscape
5 Years Ago
Pew Research Internet Project, Internet Usage Over Time by American Adults, January 2014
79%
Today87%
American Adult Internet Usage
@REPetitfrere
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The Landscape
5 Years Ago
Pew Research Internet Project, Social Media Usage Over Time by American Adults, January 2014
47%
American Adult Internet Users on Social Media
Today74%
@REPetitfrere
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About Me
@REPetitfrere
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“The California Lottery is a $5B organization that communicates
B2B2C2G.”
Useful Information:
@REPetitfrere
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Define Our Audience Big Buckets
What type of business do you represent?
How much are you investing in the cost of digital media production and media purchases?
How regularly are you creating original content?
PlanningContentDistributionAnalytics
Presentation Outline
@REPetitfrere
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BucketsPlanning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the Concept
@REPetitfrere
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BucketsPlanning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the Concept
Build a Documented Content Plan Based on Business Goals Digital Media Strategy Program Social Media and Content Program Campaign Content
@REPetitfrere
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“Content marketing is a multi-tool for business success not just
marketing success.”
Useful Information:
@REPetitfrere
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BucketsPlanning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the ConceptBuild a Documented Content Plan
Based on business goals
Understand Your Audience To the extent we understand all aspects of
their lives. Audience drives content. Consumer Journey
@REPetitfrere
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BucketsPlanning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Understand Your Audience Consumer Journey
Discovery
Consideration
Intent
Trial
Repeat Purchase
Loyalty/ Advocacy
@REPetitfrere
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BucketsPlanning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Understand Your Audience Consumer Journey – Don’t Underestimate
Discovery
@REPetitfrere
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BucketsPlanning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the ConceptBuild a Documented Content Plan
Based on business goalsUnderstand Your AudiencePlan for Success
2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality Adding value to the consumer? Adding to the online conversation on the
topic? Uniquely informational or entertaining?
Campaigns based on emotion perform twice as well as campaigns based purely on information.
So…
“Emotional Ads Work Best” Roger Dooley, Neuromarketing@REPetitfrere
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“Stop the technical talk and release the soul of your brand.”
Useful Information:
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
1961 “Coke Keeps You Thin”
1970’s “It’s the Real Thing”
Today “Happiness Machine”
Today “Small Worlds Machine”
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
“The Science of Emotion in Marketing” Courtney Seiter, Buffer Blog, March 2014@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality Adding value to the consumer? Adding to the online conversation on the
topic? Uniquely informational or entertaining?
Campaigns based on emotion perform twice as well as campaigns based purely on information.
“Emotional Ads Work Best” Roger Dooley, Neuromarketing@REPetitfrere
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Happen
Matter More Than
Money
BucketsPlanning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
QualityDevelopment
Powerball
Bigger
Dream
Believe
Anticipation
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
QualityDevelopment
Content Curation Swayy Curata Flipboard Digg StumbleUpon Delicious
“Content Marketing Tools: The Ultimate List” – Pawan Deshpande
@REPetitfrere
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“To give your content success a boost, think headlines, visuals and
click for more.”
Useful Information:
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Production
Distribution
Analytics
QualityDevelopment
The biggest content marketing challenges businesses have:1. Lack of Time2. Producing Enough Content
2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs@REPetitfrere
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“Content is that little black dress that can be dressed up or down for
every occasion.”
Useful Information:
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Production
Distribution
Analytics
QualityDevelopmentMaximize Production
2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Production
Distribution
Analytics
QualityDevelopmentMaximize Production
California Lottery Report to the Public - 2013@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Production
Distribution
Analytics
QualityDevelopmentMaximize Production
@REPetitfrere
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BucketsPlanning
Content
- Quality
- Development
- Production
Distribution
Analytics
QualityDevelopmentMaximize Production
Lowes Vine #lowesfixinsix
Champs Instagram#adicolorTV Series
@REPetitfrere
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“Cats watch out @LilJon is taking over the internet.”
Useful Information:
@REPetitfrere
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BucketsPlanning
Content
Distribution
- Channels
Analytics
Channels Owned – Site/ Blog, Email, SEO, Social Paid – Social, Search, Display, Mobile
Outbrain, Taboola Earned – Influencers, Viral
#Do and #D’oh
@REPetitfrere
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BucketsPlanning
Content
Distribution
- Channels
Analytics
Channels Earned – Viral
WIN – Philanthropic Narcissism: ALS Association Ice Bucket Challenge
= #Do
Alchemy of a Viral Video – Thinkmodo Every video is unique, hasn’t been done
before Show behind the scenes to build
anticipation Rely on human psychology – we all want
to see people’s reactions to things Place content where it’s easily shared
Cannot be predicted.@REPetitfrere
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BucketsPlanning
Content
Distribution
- Channels
Analytics
Channels Earned –Viral
FAIL – Know Your Audience:#myNYPD Twitter Campaign = #D’oh
@REPetitfrere
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BucketsPlanning
Content
Distribution
Analytics
Analytics Goals Dictate Metrics Measure What You Need To General,
Consumption Engagement Interest Sales
@REPetitfrere
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Big Buckets Key Takeaways
PlanningContentDistributionAnalytics
Content goals based on business plan
Develop content that adds value
Maximize your contentOnly measure what you
need to
Presentation Outline
@REPetitfrere
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THANK YOU
CONTENT MARKETING: CONTENT IS KING
W / @ S M C S A C @ S A C B I Z
R YA N N P E T I T - F R E R E@ R E P E T I T F R E R E