planning and executing a b2c content strategy

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@daniellambert07 | [email protected]

Bringing professionals together around content

Planning & Executing a B2C Content Strategy Using Traditional and Social

Media

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According to Nielson – 2013-08-05

“Brand spend less on paid ads

and more on custom content”

http://www.brafton.com/news/brands-spend-less-on-paid-ads-more-on-custom-content




Here’s why according to Demand Metric:

“Per dollar spent, content marketing

generates about 3 times as many leads as

traditional marketing and it costs 62% less”

http://www.adrants.com/2013/05/content-marketing-costs-62-less-than.php

http://www.adrants.com/2013/05/content-marketing-costs-62-less-than.php


Knowledge Influencers’ Content is Trusted More then Ads …


… Using Instead Various Accessible B2C Content Tactics

Top 10 B2C content tactics:1. Social Media Other than Blogs2. Articles on your Web Site3. eNewsletters4. Videos5. Blogs6. In-person Events *7. Articles on Other Web Sites8. Mobile Content9. Mobile Apps10. Print Magazines *

http://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/*: Not digital marketing content

http://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/


Still, Creating Good Content is Challenging.

http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwp-content%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png

4 top marketing content challenges:

1. Producing enough content

2. Producing engaging content

3. Producing a variety of content

4. Lack of budget

http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http://blog.marketo.com/wp-content/uploads/2012/12/contentious-state-of-b2b-content-marketing.png

http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http://blog.marketo.com/wp-content/uploads/2012/12/contentious-state-of-b2b-content-marketing.png


It Requires You to Find Out Why You Need Good Content …

http://heidicohen.com/b2c-content-marketing-tactics-you-need-research-charts/

Top 7 goals behind B2C content marketing:1. Customer retention/Loyalty2. Customer acquisition3. Brand awareness4. Engagement5. Website traffic6. Lead Generation7. Sales



… and then Start Creating Good Content with Persistence and Within your Budget in 7 Easy Steps

http://contentmarketinginstitute.com/2013/05/leaner-effective-content-marketing/

7 Steps to create good B2C marketing content:

1. Research2. Create3. Approve4. Publish5. Promote6. Measure7. Refine and

Repeat

http://contentmarketinginstitute.com/2013/05/leaner-effective-content-marketing/

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Step 1 – Research

Step 1 in creating goodmarketing content involves:

a. Discoveryb. Researchc. Curationd. Filteringe. Reading f. Understanding… in collaboration with colleagues andkey influencers.


Step 2 – Creation

Step 2 in creating goodmarketing content involves the creation of:

a. textb. imagesc. videod. infographics e. social media content… in collaboration with colleagues and key influencers.


Step 3 – Approbation

Step 3 in creating goodmarketing content involves the approval of your content by your:

a. Colleaguesb. Key influencersc. Your boss andd. Your client(s)


Step 4 – Publishing

Step 4 in creating good marketing content involves communicating using: a. Company Web site

b. eNewslettersc. Blogsd. Facebooke. Twitterf. YouTubeg. LinkedInh. Google +i. Pinterestj. Other social media

platformshttp://heidicohen.com/b2c-content-marketing-tactics-you-need-research-charts/



Step 5 – Promotion

Step 5 in creating good marketing content involves optionally promotion as followed:

a. Search engine ad placements (until content marketing gets you to page 1)

b. Social media ad placements

c. Specialized magazine adsd. TV or radio ads

ads


Step 6 – Measuring

Step 6 in creating good marketing content involves measuring the following:

a. Audience/viewers engagement (on your Web properties and social media presence)

b. Bottom line impact (marginal profit contribution of conversion from leads to total revenue)


Step 7 – Refining and Repeating

Step 7 in creating good marketing content after carefully examining the results of your measurement involves refining your content with the following:

a. Starting with a small projectb. Repeating the process at

regular intervals with more and more projects

c. Using an editorial schedule to facilitate collaboration and execution of all your marketing content projects

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Thank you!

Daniel Lambert

[email protected]

Bringing professionals together around content

planning and executing a b2c content strategy

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