ucsc silicon valley - content marketing slides
DESCRIPTION
This deck provides a basic understanding of content marketing. Remember content in context is king, not content on its own. Note: This is a sub-set of slides from a course I taught on Advanced Social Media Marketing at UCSC Ext. Silicon Valley.TRANSCRIPT
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Advanced Social Media Marke0ng Self-‐Study Slides October 2014
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A few thoughts on (social media marke:ng)
content…..
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Buyer’s Journey: Has Changed
• 70-‐90% of the buyers journey is complete prior to engaging a vendor (Forrester)
• Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)
• Consumers are 5x more dependent on content than they were 5 years ago (Nielsen)
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Buyer’s Journey: Content
The 3 most influen:al pieces of content: 1. Expert Content (Credible 3rd Party) >
especially at onset & Point-‐of-‐Sales (PoS) 2. Brand Content > the further in sales cycle 3. User-‐Generated/UGC (Reviews such as
Amazon) > especially PoS
4 Source: Nielsen: Consumers Crave Real Content When Making Purchase Decisions
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Buyer Cycle: Past
5 Source: Robin Grant: The purchase funnel is no more.
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Buyer Cycle: Present
6 Source: Robin Grant: The purchase funnel is no more; via McKinsey.
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What is Social Media-‐Ready Content?
Something for Everybody (to match end user preferences, personali0es & triggers): – Cater to both visual and verbal learners, e.g. with Infographics & blogs , as well as
videos & podcasts – Provide numbers, facts, features, as well as emo:onal stories and pictures – Outline a future vision, as well as provide proof / successes – Mul:ple lengths & formats, e.g. 140 characters on Twiaer
Targeted to an Audience (need) at a par0cular stage in the buyer cycle: – Content created to meet an objec:ve, e.g. create awareness, engagement, conversion – Content may fill knowledge gaps, entertain, invite sharing, or encourage UGC – Clear call to ac:on. Example: Click here to learn more/download/buy. – Content matches social plaform’s “culture”, e.g. more emo:onal on Facebook vs.
more factual on LinkedIn – Co-‐created content, e.g. in TweetChats, Wikis or forums/blogs
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Step 1 Conduct a Marke:ng Content Audit
What content already exists? • eBooks • Pictures • Books digests • DVDs • Videos • Interviews • Customer quotes / videos • Website / landing pages • Newsleaer • Blogs • Event/ Announcements: webinars, speaking gigs, workshops • Event calendar
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Step 2 Brainstorm: Where to find Content?
• Colleagues / Other Groups • Create myself • Target Audience (RT, Share etc.) • Subscrip:ons (to blogs, NLs, RSS feeds, YT, Slideshare, analyst reports etc.)
• Google.com/alerts
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Content Brainstorm Cont.
• Embed video in customer PDFs & PRs • Create blog posts around videos • Create Infographics • Create ques:ons for FB, Twiaer, LI • Create polls & surveys (engage & learn) • Vine Videos • Video collages • Teaser & long version of videos & stories • Content for Slideshare (e.g. promote videos w/teasers)
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Tac:cs Develop tac0cs that support your objec0ves
• Think “integrated marke:ng” (email, social, in-‐person) • Conduct a content audit & brainstorm on new types of content • Have a content calendar & pipeline • Social Media is 1:1 & ad hoc = respond & engage • Be consistent & post regularly
Ideas: • Sponsor partner, industry & customer newsleaers • Write blogs and syndicate them to other sites (partners, earned, paid) • Find a blog champion, e.g. execu:ve to feed content • Ghost write (v)blogs & ar:cles • Promote assets via social at events (use event #Hashtag)
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Cross-‐Marke:ng is the KEY Example: Customer Video
• Put video on YT. • Promote on TwiYer (mul:ple :mes with messages that address different pain points/
audiences); promote on Pinterest, FB, LI, G+, Pinterest. • Promote blog w/video on TwiYer, FB, LI, G+, internal & external communi0es (adjust
message per medium/audience) • Join a discussion in a LI group that relates to the video topic; post URL. Answer
ques:ons from your target audience; become trusted. • Syndicate your blog. • Ask a ques:on / create a poll on FB. • Place blog in internal & external newsleYer. • Post a status update with URL on LI. • Promote post on FB and/or place ad on LI, and/or TwiYer. • Comment on blogs by your target audience, where applicable include video/blog URL. • Promote your social channels via email/NL, at trade shows, website etc. • Give key influencers op:on to blog about your video/story before anybody else. • Interview an influencer, write a blog about it, create a video and share.
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Content is NOT king. Content in CONTEXT is king.
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Marke:ngXLerator.com Natascha Thomson
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@NaThomson
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