Post on 14-Sep-2014
description
Digital Marketing Priorities 2013 Brought to you by:
Creative Content Marketing
Lee Odden, CEOTopRankMarketing.com, Author: Optimize
Hosted by Dave Chaffey, SmartInsights.com
Get Better Results with Content Marketing using this practical framework for content creation, promotion and engagement.
About SmartInsights.comAdvice on planning and managing digital marketing
http://www.smartinsights.com/managing-digital-marketing/
About Lee Odden
CEO @ TopRankMarketing Editor MarketingBlog.com Author OptimizeBook.com Consultant, Speaker Digital Marketing Since1997
@leeodden
Agenda
The Content Imperative Great Content Isn’t Great Unless… Winning Content Examples Content Optimization Model Case Study Winning Formula for Sustainable,
Creative Content
Image: Shutterstock
Econsultancy/Responsys Marketing Budgets 2013 Report
70%
Increasing content investment
SEO Has Changed. Forever.
Image: Shutterstock
Mass Rush to Content Marketing
What is the Result?
Girl Image: Shutterstock
Velocity Partners
Failure to Plan is a Plan to Fail
What if we run out of things to say?
Where will we find people to create all this
content?
Image credit: Shutterstock
There are only so many things we can write
about “widgets”.
We don’t have the staff to write
articles every day.
Content Marketing Maturity Model
1. Stand:CuriosityNo Resources
2. Stretch:ExperimentEvaluate
3. Walk:StrategyProcessesResources in/out
4. Jog:Culture ofContent“Publisher”
5. Run:MonetizableContentIntegration
Vote
Where does your company fall in the content marketing maturity model?
Stand Stretch Walk Jog Run
http://www.hostway.com/resources/infographics-videos/stalking-dead.html
Creative Alone, Doesn’t Win
What’s Missing?Where is the Promotion?Advertising = £££“Go Viral” = Unreliable
Promotion is Key: Publicize SocializeOptimizeFindable & Shareable: “the stalking dead” “infographic novel”
Great Content isn’t really great
until it gets found,consumed, and shared.
Vote
Which content marketing activitydo you invest most in?
A. Featured articles B. Videos C. Whitepapers D. Images, Graphics, Infographics E. Buyers guides.
“What are some examples of winningcreative content that are optimized and socialized?”
http://tprk.us/ukomblogs13
Co-Created Content - Lists
Winning Content - Experiences
Winning Content - Campaigns
Image: Econsultancy
Winning Content Social
Winning Content
tablespoon.com
Reward Content Interactions
What’s the Payoff?
Vote
What types of content do you produce most often?
Entertain Inspire Educate Convince
Customer Information Behaviors
DiscoverConsume
Act
Optimized Content Marketing
Persona:“Admin Jane”Influences CEO
Values:= Fast= Save $= Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacyinterest
Byline PPC
Email Offer
Locator
Tips Articles
Newsletter
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Article
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Content:= Topics= Keywords= Media & Channel
Optimize Across the Lifecycle
Editorial Plan: Content, SEO, Social
Free Download XLS at: http://tprk.us/keyedcal
Vote
How do you manage the bulk of your content creation?
A. Most activity outsourced – to agency B. Most activity in-house – creation, curation and
outreach C. Hybrid – combination of in-house and outsourced
Social NetworksDirect social messagesEmail BlogSearch
PDFSlideshareLong form interviewsSingle images
ContributeDownloadSubscribeShareAttend Conference
Example: Discover – Consume - Act
All Content & Promotions Consider: “Findability” “Engagement” “Shareability”
You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.
You now have a coveted secret. A content marketing secret.
What secret for achieving success with content marketing will you share? The content marketing world depends on it!
One Clever Question
B2BEnterpriseSMBToolsWin budget
EnterpriseSMBB2BToolsWin budget
EnterpriseSMBToolsWin budgetB2B
EnterpriseB2BSMBToolsWin budget
Top 10 B2B MarketingTactics
B2BEnterpriseSMBToolsWin budget
ToolsB2BEnterpriseSMBWin budget
B2BEnterpriseSMBWin budgetTools
B2BEnterpriseToolsSMBWin budget
Top 20 Content Marketing Tools
Planned Repurposing
1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions
43k ebook views - 6 days1k+ PDF downloads5k views interviews500+ social shares100+ inbound links
What Happened?
Winning Formula:• Brand Leadership• Customer Empathy• Storytelling & Creativity
= Results!
Summary – questions please!OptimizeBook.com
TopRankMarketing.com
MarketingBlog.com
@LeeOdden
Recommended Smart Insights resources:
7 Steps Guide to Content Marketing Strategy
Editorial calendar templates
Great content isn’t great until it’s discovered, consumed and shared.
Facts tell, stories sell.
Winning creative is about results, not awards.
Brand leadership + customer empathy & creativity = content marketing results.