the content marketing plan
TRANSCRIPT
+
Inbound E-marketing: The Content Marketing Plan
Mary Ann Davis| [email protected] Community College | 2016
+The Inbound/Content Marketing Plan
Getting Started with a Content Marketing Plan Executing Your Content Marketing Plan Achieving Long-term Success
+Creating an Inbound/Content Marketing Plan
+Checklist: Content Marketing Plan Identify audience needs & interests Research competitor content marketing efforts Establish goals Determine the content type(s) & branded
destination Decide on free or paid assets
+Audience Research: Methods
Search Like a
Customer
Websites & Blogs
Social Media
Eavesdrop
+Audience Research
Listen for Wants & Needs
Identify Popular
Sites
Ask the Audience
+Competitor ResearchReview Published Content
Search Websites & Blogs
Social Media
+Competitor ResearchEavesdrop on Conversations
Websites & BlogsIncoming Links
& Blog Comments
Social MediaFriends
Followers Connections &
Groups
+Establish Goals
Realistic Based on quality, not quantity Account for resources
+Paid Assets
Why am I offering content online? What do I want to get from my content? What do I want people to do with my content? Who do I want to read or view my content?
Questions to Answer:
+Executing Your Inbound/Content Marketing Plan
+Methods
Link building strategies Content coverage Images, video & sound Interlinking & cross-promoting Best practices
+Link Building Strategies
Process of publishing shareworthy content & building relationships with people online to boost website organic links & traffic.
+Content Coverage
Putting practices into place that allow your content & conversations to gain maximum exposure & growth from your efforts.
Apply Creative Commons attribution license Add logo to infographics, white papers & e-books Attach contact forms sparingly – requiring contact
information to access content can reduce the number of shares
+Images, Video & Sound
Enhance your content; don’t clutter it.
+Cross-promotions & Inter & Intralinking Cross-promoting – increase awareness of
content & available channels Interlinking – linking social media content
from your core online destination site (i.e. a YouTube video from a blog post or adding a SlideShare app from your Facebook Page)
Intralinking – linking a newer blog post from an older blog post
+Best Practices
Follow the law - Copyrights & Fair Use, Libel, Privacy, etc…
Know your words live online for a long time – consider your words & their long-term effect on your brand; even if you delete your original post, the quotation may still be visible in other users’ comments
Practice content marketing etiquette
+Checklist: Etiquette Don’ts Publish too much self-promotion Intentionally or accidentally spamming Send automated messages Forget about attributing sources Sound inauthentic & too corporate – sound
human Overlook acknowledging people – respond
to comments
+Achieving Long-term Success
+Key Success Factors
Integrating content marketing efforts Analyzing results & fine-tuning the strategy Building the team
+Integrating Content Marketing Efforts
Cross Promote Channels &
Content
Find Content Marketing
Opportunities
Make it Shareable(AddThis or ShareThis
buttons)
+Finding Content Marketing Opportunities Search for opportunities Connect with sites & people – relationship building Register with …
Help a Reporter Out – www.helpareporter.com ProfNet Connect - www.profnetconnect.com/
(connects journalists, bloggers & writers with experts)
Guest blogging
+Analyzing Results & Fine-tuning The Strategy
Knowing what to track Using tools that to analyze metrics Conduct ongoing research Retooling your strategy
Monitor Conversations About Your Business
+Knowing What to Track
Identify hard & soft metrics Measure Return on Impressions,
Opportunity, Objectives & Engagement
+Identify Hard & Soft Metrics
Hard metrics (quantitative) – based on how many people consume, share or discuss your content
Soft metrics (qualitative) – based on online perceptions and sentiments
+Return on Impressions
Impressions (hard metric) Perceptions (soft metric) – how people feel
about your business based on the content that’s shared
+Return on Opportunity
Evaluates the opportunity that specific content marketing efforts present versus the time & monetary commitment they require.
+Return on Objectives
The analysis of whether content marketing efforts are moving the business in the right direction to meet its long-term objectives.
+Return on Engagement
Identifying how people engage with you & your content.
+Tools
Social MediaBuilt-in Analytics
Social MediaThird-party Analytics
Google Analytics
+Conduct Ongoing Research
Email & Online
SurveysListening &
Joining Conversation
s
Online Polls
+Retooling Your Strategy
Keep pace with digital marketing changes Improve performance of under-performing
efforts Check original goals still apply Take advantage of new content efforts
+Building the Team
Identify resources Establish expectations & requirements Find help with creating, sharing & promoting
content – know the skills you need (e.g. strong copywriting) & recruit that from inside or outside of the organization
Monitor performance – make sure that content & conversations align with your strategy
+Identify Resource Needs
Content creators Writers Graphic designers Audio & video technicians
Sharers – resources that search for opportunities to promote content
Conversers – resources assigned to participate in your & others’ content conversations
Internal Staff & External Freelancers
+Establish Expectations & Requirements
Provide specific content requirements – including word count, images, tagging & other pertinent details
Give examples of style expectations – review previous posts
Communicate writing guidelines – the do’s & don’ts for representing the business
Mary Ann DavisDigital Marketer & Strategist
Specializing in developing strategic marketing plans using an effective mix of multi-channel approaches
that grow business development.
about.me/[email protected]