turning content into your strategic competitive advantage

Turning Content into Your Strategic Advantage

Laura K. KinoshitaWeb: http://laura-kinoshita.com

Twitter: @lkinoshita#ContentPlan

Laura Kinoshita, PresidentKinoshita Communications LLChttp://laura-kinoshita.com

Certified HubSpot Inbound Marketer, Educator and Partner

Author: West Hawaii Social Media Report http://bit.ly/westhawaii

Online Content Strategy• Purpose of a Content Strategy• How to Set Your Content Goals• How to Set Traffic Goals• How to Define Your Point of Difference and

Topic Emphasis• How to Manage Your Content Inventory• How to Tag and Categorize Your Content• Content Tasks & Responsibilities• How to Make an Editorial Calendar

Purpose of a Content Strategy

• Clearly define your online content goals

• Define the steps to achieve your goals

Purpose of a Content Strategy

How to Set Your Content Goals

Content Goals• Your content will tell people whether they are

in the right place. • You need to match targeted audience needs

to your products and services• Be clear about who you are writing for:– Female marketing managers, age 35-55, who are

passionate about becoming #1 in their field and will not settle for 2nd best. Exceptionally results-focused.

Setting Traffic Goals

Goal Setting

Online Traffic Goals Actual Target

Organic search/SEO 300 600 (20%)

Blogging & Direct Traffic 450 900 (30%)

Social Media 150 300 (10%)

Pay-Per-Click 0 150 (5%)

Email Marketing 300 600 (20%)

Advertising & Pay Listings 150 150 (5%)

Referrals 150 300 (10%)

1,500 3,000

Stop thinking like amarketer or advertiser

Start thinking like apublisher and socializer

Defining Your Point of Difference and

Topic Emphasis

Defining Your Point of Difference

• What makes you different?• What will keep people coming back for more?

Ways to find out:- Ask: 3 top qualities - List your favorite brands; who you’d like to

emulate

Defining Your Topic Emphasis

• What topics will your customers care about most?

• What phrases are they using to find your website?

• A keyword grading tool can help you find best:– Traffic, Relevance and Ranking

Defining Your Topic EmphasisYour Customer’sProblems & Desires:• What your customer wants

and needs

What You Have to Offer:• How your products &

services can solve deep problems and fulfill desires

(Frequently Shared) (Rarely Shared)

Macbook Air

Topic Emphasis: Ideal Customer

• What is the criteria you use to define a good lead from a bad one?

• If you market and sell to other businesses, describe that type of business.

• If you market and sell to consumers, describe your ideal customer prospect.

• You may have multiple client profiles.

Topic Emphasis: Ideal Customer

Develop the character• Start with the basics:– Old? Young? Age? Married? Children? Education?

• What is their name? Where did they grow up?– Hair/eye color? Religion? Beliefs/values? Favorite

TV shows? Activities? Books?

Now GO DEEPER:

• Think about the Biggest Problems and Deepest Desires of your ideal customer prospect:– What keeps them awake at night? – What problems to they run into over and over

again?– What is frustrating them?

• What is the absolute worst thing that could happen to them if they don’t get their problem solved?

Even Deeper:

• Think about your client’s Family, Friends & Colleagues

• What is the WORST thing that could possibly happen?

• What is the BEST thing?

This is How You Unpack the Value

Create a StoryJim, 52, is a successful business owner in Kona. He was born in Honolulu, graduated from Honokaa High School. Jim has bought and sold many businesses over the years and now runs a liquor store in Waimea and retail outlet in Uilani Plaza. Jim also works part-time at the Waimea golf club and likes to go fishing on Sundays. Jim is married and has two children, Joshua, age 25 and Mikela age 19.Jim knows he could be attracting more businesses with online media, but doesn’t know exactly how. He doesn’t have time to learn new technology, and frankly, he doesn’t have an interest in it. But during Christmas his daughter Mikela showed him how she uses her mobile phone to get reviews on restaurants and recommendations for new places to shop. Mikela suggested Jim “claim” his store on popular travel sites and use a QR code to attract more business to his retail store. Jim had no idea what she was talking about.Jim needs to be educated about how to use mobile marketing to attract more customers into his retail store without spending a lot of money. Jim’s ideal solution will build off the Web site he already has and won’t take a lot of time to manage. Jim would like to talk to someone about ways he can leverage new technology.

Dramatic Transformation

• Helps explain why some products sell better than others

• Exposes important gaps or conflicting messages that you may otherwise miss

• Helps you answer day-to-day marketing questions with confidence: – Does this promotion make sense?– Are the right messages getting through to the right

people?

• Download a Customer Avatar Worksheet at SMCHI Booth or:

http://info.laura-kinoshita.com/customer-avatar-worksheet

Managing Your Content Inventory

• Ensure the mechanics of your content is closely aligned to your content goals:– Include the all-important terms your target

audience usually searches for – Create additional tags, if necessary.– Organize content logically and intuitively as

possible


• Content needs to include the tags and categories that your audience uses to find solutions to their problems. – Big Island Marketing – Social Media Marketing – Hawaii Marketing – Facebook for Business


• Responsibilities include: – Tag inventory of existing content– Correctly categorize site to support content goals– Update/remove broken links– Remove spam– Keep articles up-to-date (timeline for removing old

content; correct typos, errors

How to Tag and Categorize Your Content

• Tags support “information clusters” • Tags add extra layer of search relevancy• Use tags that are truly relevant to the article• The “social layer” will rise over next 2 years

Content Tasks & Responsibilities• Determine publishing frequency• Source new content and information• Ensure factual accuracy of articles• Manage copyright issues • Ensure technical accuracy, correct formatting

and layout • Schedule and publish posts• Set standards and style guidelines for authors

Authority Topics

Your Editorial Calendar

(Turning Your Content into a Strategic Advantage)

Identify Your “Authority Topics”Authority Topic Main Sub-Topic

CoveredFlagship Content Title Ideas

Target Release Date

Facebook Marketing in Hawaii

• • •

Web Marketing • • •

Social Media Measurement

• • •

Hawaii Public Relations

• • •

Identify Your Main Sub-Topic AreasAuthority Topic Main Sub-Topic Covered Flagship Content

Title IdeasTarget Release Date

Web Marketing • Key elements of a landing page

• Sales copyrighting • Effective conversion

offers


• Outputs vs. Outcomes • Total Value Cube• Failure of AVE


• How to use Twitter in your media plan

• Working with travel media

Flagship Content

• Seriously useful resources that can be shared with others (worthy of a press release).

• Developed for the purpose of generating traffic through widespread social sharing; linking and bookmarking.

• Designed to attract links from other high-profile blogs reaching the same desired target audience.

Brainstorm Flagship Content Authority Topic Main Sub-Topic Covered Flagship Content Ideas Target

Release Date



offers

• Special web sales package for coffee industry

• Landing Page Bootcamp



• Measurement Seminar/Workshop

• Live panel review of media metrics




• Twitter chat with top travel media

• How to Do Your Own PR Webinar

• PRSA Conference

Target Release Dates to News & Key Events

Authority Topic Main Sub-Topic Covered Flagship Content Ideas Target Release Date



offers

• Special web sales package for coffee industry

• Landing Page Bootcamp

Nov 2011



• Measurement Seminar/Workshop

• Live panel review of media metrics

Feb2012




• Twitter chat with top travel media

• How to Do Your Own PR Webinar

• PRSA Conference

March 2010

Editorial CalendarRelease Date

Blog Post Titles Flagship Content

Product Promotions

Nov 4Nov 11Nov 18

• Key elements of a landing page• How to do a conversion offer• Best practices of email

marketing

Coffee Industry Web Marketing Boot Camp

$150 savings on email marketing setup; 1 free landing page

Dec 5Dec 12Dec 19

• ROI: Outputs vs. Outcomes• Advertising vs. Earned Media• The Total Value Cube

Measurement Seminar

Jan 9Jan 16Jan 23

• Twitter in Your Media Plan• Travel Media in Social Media• Free ways to promote your PR

TwitterChat with Famous Author

Enroll in Measurement Class (50% off)

Feb 3Feb 10Feb 14

• Online Brand Management• How to Use Check-Ins & Deals• Facebook vs. Google+

Sweepstakes Promotion

$150 discount on Facebook landing page

Content PlanAuthority Topic Main Sub-Topic

CoveredFlagship Content Title Ideas

Target Release Date

Editorial CalendarRelease Date

Blog Post Titles Flagship Content

Product Promotions

Laura Kinoshita@lkinoshita

Facebook.com/lkinoshita

turning content into your strategic competitive advantage

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