Why Your Content Marketing Initiatives are Failing - Adria Saracino
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Content marketing is hard. Set yourself up for the best chances of success by figuring out how to overcome the most common reasons content marketing programs fail.
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Why Your Content Marketing Initiatives are Failing - Adria Saracino
- 1. Why Your Content Marketing Initiatives are Failing (and how to fix them) ADRIA SARACINO
- 2. Adria Saracino Head of Outreach, Distilled adria.saracino@distilled.net @adriasaracino
- 3. CONTENT MARKETING IS HARD
- 4. SO, HOW DO WE MAKE IT EASIER?
- 5. @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
- 8. WRONG AMOUNT OF PROMO
- 9. WRONG TYPE OF PROMOTION @adriasaracinoAdria Saracino
- 10. 1. Building and borrowing influence 2. Match promotion to the funnel @adriasaracinoAdria Saracino THE ISSUE…FIXED
- 12. Blogposts Awareness Trigger Search Consider Buy Stay Data viz Free eBooks Free eBooks Contests eBooks - signup Coupons Forums Blogposts Charity UGC Blogposts Coupons News stories Contests Reviews
- 15. Know what motivates gatekeepers: @adriasaracinoAdria Saracino THE ISSUES…FIXED MONEY AUTHENTICITY VISIBILITY Further reading: How to Master Working with Bloggers
- 16. THE ISSUE: INABILITY TO LET GO
- 17. YOU LOVE THE IDEA TOO MUCH
- 18. 1. Don’t compromise for data 2. Have “checks and balances” 3. Consider testing o Feedback Army or UserTesting.com o Ask the gatekeepers @adriasaracinoAdria Saracino THE ISSUES…FIXED
- 21. @adriasaracinoAdria Saracino CRAPPY GOAL ALIGNMENT
- 22. @adriasaracinoAdria Saracino CRAPPY IDEA Discovery Channel SourceBetter Ideas
- 23. @adriasaracinoAdria Saracino THE ISSUES…FIXED Who? Why? Useful? Understandable? Tracking goals? Epic attributes? The Epic Content Checklist:
- 26. SHORT TERM (OR NO) GOALS
- 27. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Play the 5-Why’s Game 2. Visualize the goal cycle 3. Track & analyze (ongoing)
- 29. • LCV / RFM • Churn % • Retention % • Repeat visits • Net promoter score • Purchases • LCV / RFM • CPA • Avg. $/user • Latency • Sign-ups • Inquiries • Downloads • Referrals • Assisted leads @adriasaracinoAdria Saracino CONSUME LEAD SELLRETAIN • Mentions • Shares • Links • Traffic • Rankings • Affinity
- 30. THE ISSUE: INSUFFICIENT RESEARCH & DATA
- 32. @adriasaracinoAdria Saracino THE ISSUES…FIXED Type of research to conduct: 1. Benchmark audit 2. Competitor research 3. [Online] market research 4. Customer research
- 35. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Determine a brand message 2. Create editorial standards 3. Develop an editorial calendar
- 39. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Identify internal stakeholders 2. Collaborate on a lean process 3. Create deadlines & governance
- 40. THE IDEAL WORKFLOW IDEATION PLAN WRITE EDITPUBLISH PROMO TRACK WHO NEEDS TO BE INVOLVED HERE? WHO NEEDS TO BE INVOLVED HERE? (esp. for creative assets) CAN YOU INTEGRATE WITH OTHER TEAMS? HOW QUICKLY CAN YOU GET HERE?
- 41. Publisher/Editor-in- Chief Managing Editor Section Editor Section Editor Writers Photo Editors Photographers Design Editors Graphic Designers PUBLISHER GOVERNANCE
- 42. CCO / CMO / Consultant Content Owners (Inbound, PR, Social) PR Editor Inbound Editor Writers Photo Editors Photographers Design Editors Graphic Designers BRAND GOVERNANCE
- 45. @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Invite others into your process 2. Scratch their back 3. Provide ninja education 4. Let results do the talking Further reading: How to Get Your Boss to Care about Content Marketing
- 47. @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL