Seriously, How Do I actually execute

Content Marketing?

JAY ACUNZO | @JAY_ZO

Jay Acunzo | @Jay_zo

(BosContent.com)

Agenda: •  Why Content? •  How to Execute

–  Revealing Patterns –  Lean on Three Things –  Visual Playbook

•  Resources •  Q&A

(More)

(Less)

Outcome:

A Story…

A Story…

Sit through THIS, sucker!

@Jay_zo

Make Stuff People Want Make People

Want Stuff

Modern Marketing:

(via Smithery.co)

Why Content?

(ASIDE FROM THE BUZZ DU JOUR)

To be a great modern marketer is to accept 1 simple truth:

@Jay_zo

To be a great modern marketer is to accept 1 simple truth:

Consumers have all the power.

@Jay_zo

To be a great modern marketer is to accept 1 simple truth:

Consumers have all the power.

Period.

@Jay_zo

Three Causes

@Jay_zo

@Jay_zo

Make Stuff People Want Make People

Want Stuff

Modern Marketing:

(via Smithery.co)

How to Execute

(OR, “HELP! HELP! MY BOSS WANTS ME TO, LIKE, WRITE STUFF NOW!” )

@Jay_zo

At HubSpot…

•  5-8 blog posts/day

•  4-6 premium resources/month

•  1.5M views, 250K subscribers

•  50K monthly leads

Title and Content Layout with List •  Add your first bullet point here •  Add your second bullet point here •  Add your third bullet point here

@Jay_zo

Holy Scale, Batman!

@Jay_zo

Process, Infrastructure, & Foundation

How to Execute: 2 Revealing Patterns

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Pattern 1:

vs.

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Pattern 1:

vs.

@Jay_zo

Pattern 1:

vs.

@Jay_zo

Pattern 1:

vs.

23

Most views when it launches

Pattern 2: Helpful vs. “Thought Leadership”

Crashes over time, but not to zero

@Jay_zo

24

Most views upon launch

Pattern 2: Helpful vs. “Thought Leadership”

Crashes to zero

Unpredictable traffic

@Jay_zo

25

Pattern 2: Helpful vs. “Thought Leadership”

Grow this by building inventory.

@Jay_zo

26

Pattern 2: Helpful vs. “Thought Leadership”

(Boosted by old posts and inventory of helpful content.)

@Jay_zo

On HubSpot’s Blog •  70% of traffic from posts older than 1 month •  50% of top 10 most viewed monthly posts older than 1 month

Huge inventory. Huge ROI.

@Jay_zo

How to Execute: Lean on 3 Things

PEOPLE | PERSONAS | PROCESS

@Jay_zo

1. People (Not HubSpotter.) (PhotoBomber.)

Why Do YOU Create Content?

@Jay_zo

2. Personas

[name] [demographic] [goals]

Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about their personal histories, motivations, and concerns.

@Jay_zo

“Create content for marketers.”

“Create content for Mary.”

?

Who Is YOUR Persona? - 3 words to describe them - 3 problems they face - 3 adjectives for subsequent content

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2. Process

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2. Process

@Jay_zo

2. Process

What’s This Process Actually Look Like?

Planning Production

Analysis Distribution

Goal

3. Process Content Team Workflow

@Jay_zo

Planning Production

Analysis Distribution

Goal

3. Process Content Team Workflow STOP! Get These First…

•  Personas

•  Visual workflow tool (my favorite: Trello)

•  Editorial calendar (spreadsheet or Google Calendar)

•  Idea pipeline (Trello or Evernote)

•  Match metrics to content @Jay_zo

3. Process

Blog + “Atomize”

Email + Social

Paid Promotion Partners + Outposts

Core Content

Campaign Playbook

@Jay_zo

3. Process

Blog + “Atomize”

Email + Social

Paid Promotion Partners + Outposts

Core Content

Campaign Playbook

@Jay_zo

Turning This Wheel… •  Core content first

•  Blogging as distribution

•  Email lists nurture, but also GROW reach

•  Outposts = organic audience acquisition

•  Paid: Taboola, Outbrain, etc.

Planning Production

Analysis Distribution

Goal

3. Process

Blog + “Atomize”

Email + Social

Paid & Partner Promotion

Audience Outposts

Core Content

Content Team Workflow Campaign Playbook

@Jay_zo

Recap

Thank You! Questions?

Free Resources • Boston Content

(boscontent.com) • Buyer Persona Template

(tiny.cc/persona) • Editorial Calendar Template

(tiny.cc/edcal)

Reading • Content Rules (old but good) • Crap! The Content Deluge • The Elements of Content

Strategy • John Cleese on Creativity

(YouTube search) • The Accidental Creative