OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank
BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. These are critical to the ROI of content marketing.
If you’re not speaking in terms of conversion, you wil not be speaking much longer. @ipullrank
MARKET RESEARCH Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
PERSONAS PERSONA A PERSONA B PERSONA C PERSONA D DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank
QUASI-AD HOC PERSONAS I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv @ipullrank
THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank
“A major virtue of personas is the BUT establishment of empathy AL and WAYS understanding the individual who uses the product” BE READY TO
-Donald A. Norman, Nielsen Norman Group DO THIS …
iACQUIRE’S DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank
INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” @ipullrank Download this PDF: http://bit.ly/PrTOvb
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
DON’T GET STARTED JUST YET!
ACT TWO GETTING BUY-IN Build a list of people that want the content to effectively prove that people want it for stakeholder and user buy-in.
WHAT’S THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank
THE 7 STORY ARCHETYPES Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC @ipullrank
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in. @ipullrank
CALL YOUR SHOT Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content wil appeal to the brand’s audience and drive KPIs @ipullrank
USING THE BROKEN LINK INDEX Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank will allow you to hit your inbound link KPI.
CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank the barrier to entry high for the competitors.
YOU ARE NOW READY TO SHOW WHAT YOU’VE GOT
ACT THREE MEASUREMENT Validate what you’ve done through measurement to show the ROI of content marketing
THE ROI OF CONTENT MARKETING Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S @ipullrank
CONTENT MARKETING VS. PAID SEARCH Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid Search stays fixed on increases due to competition. @ipullrank
THE VALUE INCREASES OVER TIME Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed. @ipullrank
CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank
MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank
TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank
MEASUREMENT PLANNING Rankings, Social Shares, Links, traffic, Page views Rankings, Social Shares, Links, traffic, Page views, Time on Site Rankings, Social Shares, Links, process completions, time on site, purchases Rankings, Social Shares, Links, purchases Rankings, Social Shares,Content Creation, Signup, # Logins, Time On Site, Page views You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank
WTF IS SHARE OF VOICE FOR SEARCH? Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs. @ipullrank
BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS Just track the persona KEYWORD OWNERSHIP DYNAMIC TARGETING SUBSEQUENT Use the appID Cross Property CONVERSION KEYWORD ARBITRAGE PREDICTION @ipullrank This is super powerful stuff!
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket @ipullrank I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
MAP SITE PROFILES TO CONVERSIONS @ipullrank Does your site require some sort of profile? Tie the fields of that profile to measurement.
CHANGING KEYWORD DEMOGRAPHICS AS A KPI The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
MEASUREMENT HAS NEVER BEEN MORE ADVANCED There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as you’d like to prove that return on investment. Al that is required is proper planning. @ipullrank
ACT FOUR PITCHING INTERNALLY Content pitches that failed and how to overcome them
FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures. @ipullrank
RESOLUTION #1: PRESENT A DECK IN-PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders. @ipullrank
FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it. @ipullrank
RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go. @ipullrank
FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.” @ipullrank
RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders. @ipullrank
RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compel ing story using the data as an aside that drive the points of ineffectiveness. @ipullrank
ACT FIVE EXAMPLES 13 examples of real companies performing impressive content marketing
TURN OPEN HOUSES INTO ONLINE EVENTS @ipullrank Eliminate the distance between what happens on and offline by turning what you already do into content
GUEST POSTING ON QUALITY WEBSITES @ipullrank Wouldn’t you want to steal visitors from Zillow.com?
GUEST POST HIGH QUALITY CONTENT @ipullrank Spend the time and resources to create evergreen content and place on highly authoritative sites
BLOGS TWEETS VIDEO ADS UGC COMICS PLUGINS PRODUCTS COMMENTS UI ELEMENTS INFOGRAPHICS PHOTOS CONTENT MARKETING SERVICES DIVERSIFY YOUR CONTENT TYPES ANIMATIONS PHYSICAL SPACE SLIDE DECKS PRINT MATERIAL DATA PRESS APIS PDFS TOOLS EVENTS @ipullrank PLATFORMS
REMEMBER CONTENT MARKETING IS A LONG TERM PLAY @ipullrank Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish)