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Content Marketing Integrated
This document discusses how content marketing can help ignite a brand. It involves engaging customers through interesting content on topics they are passionate about to move them along their customer journey. Content marketing builds trust and expertise by showing knowledge and demonstrating skills. It also increases purchase intent, as most consumers and business decision makers say branded content helps them make better decisions. The document outlines developing a content strategy through understanding audiences, competitors, and creating compelling stories and content across channels to promote engagement and the brand.
Content Marketing Integrated
- 1. Ignite Your Brand FIREIT UP WITH CONTENT MARKETING
- 3. What, Exactly, isContent Marketing? It is also about building a “good” reputation by A way to engage with showing expertise, knowledge, moral character, people and move them and demonstrating superior communicative skills through the content you provide. through the journey from prospect to customer using interesting content your customers are passionate about… so they actually pay attention to you and SHARE it with others. Lindsey Lohan – Someone who needs Content Marketing
- 6. Did you know60% of business decision makers say branded content helps them make better purchase decisions? If you are a B2C company; 70% percent of consumers are more likely to buy from companies that offer content. You want to make your clients feel GOOD. They trust experts.
- 7. Average time spentper interaction Top activities performed during simultaneous screen usage 43 60% Minutes Emailing 39 44% Minutes Surfing the net 30 42% Minutes Social Networking 17 25% Minutes Playing a game From Google Research 2012
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- 11. Computers keepus productive and informed Phones keep us connected Tablets keep us entertained Search is used to move between devices TV is a major catalyst for search From Google Research 2012
- 13. PLANNING & CAMPAIGN DISTRIBUTION STRATEGY DEVELOPMENT & PUBLISHING Content Purpose Audience Needs Customer Journey Key Themes & Messages Media Consumption Publishing Schedule Storyline Strategy Business Requirements Distribution Experience Paths Brand Experience Community Management Recommended Topics Content Audit Measure Content Strategy Competitive Analysis Syndication Partnerships
- 14. Step 1:Find your “top 20 percent.” We look at which clients hired you and what work they hired the firm to do Step 2: List what information you know about your customers. For BtoB: Size of company Size of department Title Job duties Whether or not they are the main decision maker For BtoC: Demographics Geographic area Income level Are they a decision maker? If so, what do they base buying decisions on (e.g., lifestyle — environmentalist, baby boomer, etc.)?
- 15. Step 3: We find the commonalities to find your different segments. What customer characteristics keep showing up? Did some specific “types” of people emerge? Are your clients mostly engineers? Mostly women? Are there a lot of middle managers on your list? Step 4: Get in their heads. Dialing in on their needs/wants/pain points Step 5: Give them “life!” What can represent each one of your different buyer types and give each one of these types a name. Then, based on the questions answered above, we can start to create their stories… stories that emerge from their daily life, stories they “wished” emerged in their daily life, stories we provide that aide them in making an easier daily life, stories that make for a more “interesting” daily life. For example, build a career history for them, include relevant details of their personal lives that explain why they are so busy, how many activities they are juggling at home, or any other specific interests they are likely to have.
- 16. Once we find outWHO they are, we then need to know WHERE they are and WHEN.
- 17. Every company hasdifferent goals for different products and services. We need to know what that is to include that in the strategy process. Content fuels customer engagement at all stages of the customer life cycle from top of funnel to ongoing relationship. It is harder-working than other media because it covers the entire purchase cycle. It allows a brand to retain a relationship with the customer even if it’s not transactional – a magazine or Website that is lifestyle-oriented, for example, and keeps the customer connected to the brand until he or she is ready to purchase again is key.
- 18. 1. Company Website Content Audit: This This helps us determine if we will be able to is an inventory of your content that has repurpose or update any current content been produced for the website. It tells us already produced and allows us to find opportunities to expand on what the company what you have. already has. 2. Company Ancillary Audit: This is an It tells us what you have put out in newsletters, external blogs, Youtube, Facebook, Twitter, inventory of your content that has been LinkedIn, articles, brochures, Slideshare produced to promote a link back to the presentations and online press releases and website but is NOT kept on the website. how that has linked back to your website. 3. Competitive Audit: This is an inventory Find out how we can do it better than the other of what your competition has on their guy. Provides a GAP ANALYSIS. Also, we see websites and what they do to promote trends and patters revealed and make sure we are not repeating appear to be “copying”. their company online.
- 19. PLANNING & CAMPAIGN DISTRIBUTION STRATEGY DEVELOPMENT & PUBLISHING Content Purpose Audience Needs Customer Journey Key Themes & Messages Media Consumption Publishing Schedule Storyline Strategy Business Requirements Distribution Experience Paths Brand Experience Community Management Recommended Topics Content Audit Measure Content Strategy Competitive Analysis Syndication Partnerships
- 21. Developing a senseof structure of stories (campaigns) requires, settings, character, moods and a plot.
- 22. Create a Choose the right Tailor strategies to Compelling Story & type of content each channel Content Strategy Promote Content/ Create great Implement Strategy Find the right design and via Editorial content partners branding Schedule
- 23. The back bone of your Content Strategy becomes your BRANDING BIBLE
- 24. Website Content Your Editorial Calendar is your 24-hour becomes your store front. online compass for your Target Then you need to Audience. get people to your website from other places on the web.
- 26. Ignite Your Brand FIREIT UP WITH CONTENT MARKETING