pci asae learning_lab_v3.0
DESCRIPTION
Content marketing is all the rage but a good content marketing program takes strategy and commitmentTRANSCRIPT
RISE UP.GET FOUND.BE HEARD.ENGAGE.
Edith BullardPCIDan KaplanperiscopeUP
IMPORTANCE OF AUDIENCE ENGAGEMENT
ACTION ALIGNMENT KNOWLEDGE AWARENESS ENGAGEMENT
A marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
WHAT IS CONTENT MARKETING
CONTENT MAY BE KING, BUT WHY
- Demonstrates your expertise
- Positions you as a thought leader
- Provides fodder for search engines
- Less expensive than traditional media
- It’s where your customers and prospects are
- Done correctly – helps grow leads
BEFORE YOU STARTYOUR SHOULD KNOW
- It’s not easy
- It takes time and resources
- It’s a continuous effort (not one and done)
- A lot of competition
- Requires organizational commitment
THREE STEPS TO GREAT CONTENT
PLAN
PRODUCE
PROMOTE
PLAN
- Who are they?
- What problems or issues are they facing?
- Where do they go for information?
- Create profiles (Advanced)
DEFINE YOUR TARGET AUDIENCE
Image Credit: Rick Backus, CPC Strategies
EXAMPLE AUDIENCE PERSONAS
eCommerce
Owner/Operator
2-20 Million Dollars in Annual Revenue
Worried about staying on top of things
in industry
Not always very tech savvy
Loves lists of things, rankings, and how
tos
Doesn’t have much time
Wants to give up managing channels
but doesn’t
have time/resources to train someone
else
55% of existing client base
eCommerce Marketing
Manager
20 MM – 500 MM Company
Usually A VP or Director or Marketing or
eCom
Worried about looking good to bosses
Likes staying up to date, but loves
hearing about what the competition is
doing
Is looking for a place where they can
stay educated on industry to look good
to higher ups
35% of Existing Client Base
- Develop a short-term and long-term strategy
- Leverage what is truly different about you
- Be “uniquely useful”
- Create content that educates and entertains
- Utilize your members, employees, partners, etc.
- Make one person accountable
- Establish goals and metrics of success
DEVELOP YOUR STRATEGY
PRODUCE
TYPES OF CONTENT
- Video
- Blogs
- Articles
- White Papers
- Speaking Engagements
- Newsletters
- Books/Guides
- Webinars
- Research Papers/Findings
- Website
RE-PURPOSING SAVES TIME
- Immediately useful
- Unique
- Helpful
- Personalized
- Exclusive
- Has a call to action/offer
WHAT IS GOOD CONTENT
- What will meet the needs of your target audience?
- What problem or issue can you solve?
- What makes your company or your solution different
from the competition?
- What special knowledge or expertise do you have?
- What partnerships can make your topics more robust?
BRAINSTORM TOPICS
EXAMPLES
EXAMPLES
IDENTIFY ROLES AND RESPONSIBILITIES
- Researcher
- Writer
- Designer
- Coder
- Marketer / Promoter
- Management
DEVELOP AN EDITORIAL CALENDAR
- Use Title & Description tags
- Include calls to action
multiple times
OPTIMIZE FOR PEOPLE AND SEARCH ENGINES
- Keyword research
- Title tag – 70 characters
- Description tag – 160 characters
- Optimize content for people first,
search engines second
SEARCH ENGINESPEOPLE
PROMOTE
- Find where your prospects spend time online
- Present content how they want to consume it
- Include a link back to your site, even if it’s just a by-line
CONTENT DISTRIBUTION
GUARANTEED PLACEMENTS
- Your & your partners’ social media channels
- Discussion boards (Linked In Groups)
- Q&A sites (Quora)
- Presentation sites (Slideshare.net)
- Ebook sites (Amazon.com)
- YouTube.com (second largest search engine)
- Image sites (Flickr, Panoramio)
- Podcast sites (iTunes)
- Industry specific sites (Patch.com, Avvo.com, BBJ)
- Industry publications & bloggers
- Get quoted
- Be a guest writer
- Ask an industry influencer or person in your industry with a large
social following to share
- PR coverage -- HARO
- See who is linking to your competitors and ask them to post/share
your content (Type links: www.site.com into Google)
NEGOTIATED PLACEMENTS
USE ANALYTICS TO TRACK SUCCESS
- Page views of each post
- Entrances to “landing pages”
- Search Engine Ranking Positions (SERPs)
- Social shares
- Overall organic traffic / conversions from organic traffic
- Page “value” in Google Analytics (Advanced)
- Assisted conversions (Advanced)
Do’s
- Have a strategy
- Write for real people
- Choose topics that matter
- Distribute via a variety of mediums
- Resource for success
- Leverage members and partners
- Be committed
Don'ts
- Self promote
- Rely on a single distribution strategy
- Duplicate what everyone else is doing
- Put everything behind a password
- Be boring
CLOSING TIPS
Learn More At Our Upcoming Digital Marketing Webinar Summit
- www.periscopeUP.com/webinar
Pick-up Content is The New Black
- www.pcicom.com/blog
RESOURCES
Q&A