Content marketing-lec4
-
Upload
matt-holland -
Category
Documents
-
view
275 -
download
0
description
Transcript of Content marketing-lec4
![Page 1: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/1.jpg)
CONTENT MARKETING STRATEGY
Lecture 4
![Page 2: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/2.jpg)
What is the most common, digital marketing problem?
![Page 3: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/3.jpg)
How do we get more traffic?
![Page 4: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/4.jpg)
‘Scattergun approach’
• Search ads• SEO• Guest blogging• Ask for links• Press releases• Sponsor events
![Page 5: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/5.jpg)
Downsides
• Low conversions• Poor engagement• Shrinking community• Weak rankings• Poor sales• Etc
![Page 6: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/6.jpg)
Without a strategy, its hard.
![Page 7: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/7.jpg)
Content Strategy Checklist
• What are our marketing / communications goals?
• Who is our target audience?• Which channels / media to target?• Who are the influencers?• What experience do we give the audience?• How will we measure?
![Page 8: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/8.jpg)
What are our goals?
![Page 9: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/9.jpg)
Goals
• Traffic• Awareness• Sales / conversions• Retention• Reputation• Social proof• Testing
![Page 10: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/10.jpg)
Who’s the audience (s)?
![Page 11: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/11.jpg)
Where is our audience?
![Page 12: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/12.jpg)
Where is our audience?
![Page 13: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/13.jpg)
Who are our influencers?
They might not be who you think!
![Page 14: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/14.jpg)
Examples of influencers
• Local Journalists• Mainstream journalists• Family• Friends• Facebook groups• Colleagues• Bloggers• Etc etc etc
![Page 15: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/15.jpg)
What about ‘experience’
Think branding …
![Page 16: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/16.jpg)
Familiarity
![Page 17: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/17.jpg)
Likeability
![Page 18: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/18.jpg)
Trust
![Page 19: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/19.jpg)
What are you going to measure?
You should be experts by now ;)
![Page 20: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/20.jpg)
Metrics
• Links• Shares• Likes• Engagement• Reach• Conversions• Sales• Etc etc etc
![Page 21: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/21.jpg)
Feedback Loops
More of what works, less of what doesn’t.
![Page 22: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/22.jpg)
![Page 23: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/23.jpg)
Content Strategy Summary
• Goal?• Audience?• Where?• Experience? • Influencers?• Metrics?
![Page 24: Content marketing-lec4](https://reader036.fdocuments.net/reader036/viewer/2022070304/54d839db4a795983138b45e5/html5/thumbnails/24.jpg)
Content Marketing Strategy
Workshop activity