6 Steps To Solid Content Marketing Plan
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The Challenge Deciding what to publish, how to publish it, for whom, in what format, are the modern day marketing challenges facing all businesses. What’s on the slide deck? In this slideshow I'll take you through 6 Steps To A Solid Content Marketing Plan, referencing a tried and tested framework that pulls together 6 interlinked and interdependent marketing and publishing disciplines: 1. Know your audience 2. Audit your content 3. Map your content to your buyer 4. Create your editorial calendar 5. Promote your content 6. Measure your performance What will you learn? You'll discover some the best content marketing tools and techniques and their inventors and see my recommendations for using them in your daily marketing business to deploy purposeful content marketing to help you attract customers and grow your business.
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6 Steps To Solid Content Marketing Plan
- 2. 1 2 3 4 5 6 6 steps content marketing planning framework
- 4. Needs
- 5. Where are you on the
- 6. Poll # 1 1. Stand 2. Stretch 3. Walk 4. Jog 5. Run
- 7. What we know about our customers
- 8. Questions • How can we attract prospects and customers without selling to them? • How can we cut through the noise, gain their attention and earn their trust?
- 9. help
- 10. Restrain the marketing messages Help the people in your target groups solve their basic problems at no cost Walk beside your customers
- 11. How does helping benefit your business? • It eliminates the perception of the pitch • Reduces rejection • Helps you get close, see trends • Expands your base • Enriches your prospects, whilst others are “selling”
- 12. Golden Rule # 1 Everyone wants access to great insight and great people before they want great products and services
- 13. Premise If
- 14. your
- 15. marketing
- 16. strategy
- 17. centres
- 18. on
- 19. helping
- 20. people
- 21. with
- 22. their
- 23. smaller
- 24. problems,
- 25. many
- 26. will
- 27. seek
- 28. your
- 29. help
- 30. to
- 31. solve
- 32. their
- 33. bigger
- 34. issues If
- 35. you
- 36. multiply
- 37. free
- 38. assistance
- 39. to
- 40. hundreds,
- 41. they'll
- 42. help
- 43. rapidly
- 44. grow
- 45. your
- 46. business,
- 47. elevating
- 48. you
- 49. above
- 50. your
- 52. Stelzner
- 53. -
- 54. Author
- 55. “Launch”
- 56. Poll # 2 What should you focus on to make your online marketing more effective? 1. Content 2. Social networking 3. Search 4. Analytics 5. All of the above 6. None of the above
- 57. Golden Rule # 2 To be successful in content marketing, focus on your customers Step 1 : Know your customers
- 58. Know what your customers want to hear, smell, touch, see, and taste
- 59. Hard Work Daniel Day Lewis spent eight months getting into character for his part in “My Left Foot.”
- 60. • Work hard to be in community you’re researching • Participate on forums, websites and blogs that attract the audiences you’re trying to connect with • Give freely and generously. Answer questions. Participate. • Ask nothing in return when you’re a new member of the community — just provide helpful insight to other members of that tribe. How to get into character:
- 61. Set up an online observation system
- 63. Recommendations • Plan to do market research regularly. • Select and set tasks into a regular pattern of research activity. • Structure your weekly work schedule - diarise • Make it part of your weekly and monthly content marketing routines. • Make it a top priority.
- 65. only
- 66. way
- 67. on
- 68. earth
- 69. to
- 70. influence
- 71. other
- 72. people
- 73. is
- 74. to
- 75. talk
- 76. about
- 77. what
- 78. they
- 79. want
- 80. and
- 81. show
- 82. them
- 83. how
- 84. to
- 85. get
- 86. it” You
- 87. can
- 88. make
- 89. more
- 90. friends
- 91. in
- 92. two
- 93. months
- 94. by
- 95. becoming
- 96. interested
- 97. in
- 98. other
- 99. people
- 100. than
- 101. you
- 102. can
- 103. in
- 104. two
- 105. years
- 106. trying
- 107. to
- 108. get
- 109. other
- 110. people
- 111. interested
- 112. in
- 113. you”
- 115. Customer Persona Armed with the answers to what makes your customers tick, document fictional bios or personas to represent different types of customers.
- 116. To help you develop detailed customer personas use the Empathy Map developed by XPLANE also called a really simple customer profiler http://whoisadampayne.com/empathy-map/
- 117. Poll # 3 How much content do you need to improve your search rank? 1. A sustained combination of customer-centric blogging and white papers or case studies 2. A back catalogue of subject-specific content on your website or blog 3. A newsletter sign-up, PDF download,Twitter follow or other means of customer interaction or community membership 4. A complete set of Keyword Optimised Webpages to drive a higher volume of qualified traffic to your brand 5. 52 customer-centric and subject-relevant posts
- 118. Golden Rule # 3 52 subject relevant posts is the threshold or inflection point at which traffic increases due to the presence of deeper, more expert and tenacious content. Step 1 - AuditYour Content
- 119. Purpose of Audit 1. See how well you’re covering the topics that are important to your audience 2. See whether you're maintaining a good mix of content types 3. Help you find gaps that you can fill with new content pieces 4. Identify great pieces of content that can be repurposed into other formats to reach even more prospects
- 120. Start with a grader report
- 121. Cover both : Customer Organisational Interests CDA framework of Mutual Interests Online shows the content areas you should review
- 122. Recommendations for auditing content • Before auditing your own content start by benchmarking against competitor content • Validate popular sources of content in the market, where it overlaps with yours and learn which audience is consuming that content. • Understand how the audience is feeling about brands and topics in your industry. Use tools like Little Bird to identify and focus on People and content with the most influence in your market. • Get help with keyword research to understand the words or phrases used by your audience when they hit Google.With the right keywords you’ll not only learn why some of your content is / is not working, but you’ll also increase the visibility of your content and drive more traffic to your website. Use web analytics tools to identify valuable keywords sending traffic already to you or known others.
- 123. Do you have the content on your website to answer the different mental questions buyers have among their journey?
- 124. The question is now simple – what are you currently missing in your content that those customers would really value in knowing?
- 125. Map content to buying cycle
- 126. Decide on the right types of content • To inform (conceptual knowledge) • To teach (how to) • To inspire • To entertain • To persuade • To start a conversation • To spark a controversy • To express an opinion • To share industry knowledge or resources
- 128. Step 4: Calendar
- 129. Organising the calendar ✓ Content headline ✓ Content type ✓ The buyer persona you’re writing this piece for ✓ Person who will write/create the content ✓ Date due ✓ Person who will edit the content ✓ Channels — where does this get published? ✓ Those “meta data” tags ✓ Publish date ✓ Status (perhaps indicated by green, yellow, or red) ✓ Any notes ✓ Metrics (e.g., comments posted, page views, downloads, etc.) ✓ Call to Action (the primary action or behaviour you’ve asked for)
- 130. Daily Monthly Quarterly At least 1 (ideally 3) new blog posts Tweet updates and ideas As above, for Facebook if that’s relevant Respond to others blog posts and comments on your own Keep up to date with the news An article, maybe a how-to Get involved off-site somewhere (at Smart Insights we use LinkedIn for that) Maintain any outposts or web assets you se in your marketing Summarise key news and updates in an eNewsletter Produce an online seminar (Webinar) Create 2 how-to or interview based videos from an event Write a meatier blog post, maybe 2 or 3 if you can Create several strong customer case studies Most importantly – produce create third-party content, maybe a guest blog post on an influential third party web site Create and post presentations to SlideShare Quarterly Publish an e-book, guide or white paper (distribute it!) Attend one big event and interview people Produce a video series of 4-5 items
- 131. Jump start content creation
- 132. Jump start content creation
- 133. Editorial Guidelines • Relevant - answers questions • 800 -1000 words • Educational - helps • Easy to digest - tone - metaphors • Visual • Restrained marketing • Chunked • Linked • People quotes • CTA
- 134. How to promote your content - Step 5 • Make sure your content is discoverable, share-worthy and shareable • Identifying Influential People and Organisations • Infiltrate communities : build relationships - remember it's not about selling • Use publishing tools like Hootsuite - more functions - comes a small subscription cos • Multiple FeedViewing: 4-6 ‘streams’ or social media feeds on one screen using these apps. • You can publish from several accounts at once: saves login time • Built in scheduling
- 135. Step 6: Measure You can only measure what you track against metrics
- 136. Metrics
- 137. Metrics
- 138. Acknowledgements • Joe Pulizzi (www.junta42.com), author of “Get Content, Get Customers” • Lee Odden of the TopRankBlog.com, author of “Optimize” • Jay Baer (www.ConvinceandConvert.com), author of “The Now Revolution” • Seth Godin (www.sethgodin.com), author of way too many books to mention! • Chris Brogan (www.chrisbrogan.com), author of “Trust Agents” • Michael Seltzner, author of “Launch” and founder of the Social Media Examiner website • Dave Chaffey Author and co-founder of www.smartinsights.com
- 139. I hope I’ve helped you Thank you