Content Marketing to Promote Your Consumer Product

Jason Puckett @DJ_PUCK

#IHHS2014  

Introduction- Jason Puckett �Content Marketing Strategist.�I focus on the principles behind the IDEAS, PROCESS, & EXECUTION for all of my clients… �

What Am I Going To Learn Today?�

1   What  Can  Content  Do?  

2   Consumer  Content  Mix  

3   Crea6ng  Your  Own  Mix  

4   Your  Content  Footprint  

5   Developing  Your  Process  

6   PlaDorms  to  Use    

7   Suppor6ng  Tech  Tools  

8   Measuring  ROI  

What Can Content Do For My Brand?�

What Is Content Marketing?��

•  Turn your brand into a “publication” geared toward your customers�•  Take ownership of the consumers’ attention (unlike advertising) �•  Increase the size of your digital footprint (SEO & Organic “Findability”) �•  Less costly brand solidification�•  Increase the size of your digital & retail sales funnel �

Creation & Distribution?  

The Consumer Content Mix�

•  Each piece of content & campaign needs a goal �•  Establish goals based on calendar & maturity of community �•  Define content buckets & themes�•  Define content structure�•  Continuously to evolve this mix ��

Understand Your Digital Footprint �

Prior to Creating the Mix--- Plan & Prepare: �•  Understand what social media can do for you & set realistic goals�•  Understand what KPIs will show you if your campaigns are working�•  Create your social brand persona & voice�•  Understand your audience and where they spend their time online��

Creating Your Own Content Mix�

What Content Do I Create?   Where do I distribute my content?  

How do I engage?   How do I measure?  

Understanding Facebook Ad Budget �

The  average  reach  of  organic  posts  had  declined  from  12.05%  in  October  to  6.15%  in  February.  

Pages  in  the  sample  with  more  than  500,000  likes,  the  drop  was  from  4.04%  in  October  to  2.11%  in  February.  

*Source  is  Ogilvy  

Create a System & Process for Development �

Its different for every company�

Define Responsibilities & Workload �

Define the Schedule & Plan Ahead�•  High level campaign content can be created in advance�•  Have design templates ready for “live” content �•  Understand your marketing calendar, set needs & goals�

•  Create�•  Repurpose �•  Aggregate��

Where does my content come from?  

What Platforms Are Best?�

Facebook� Twitter� Pinterest � Instagram �

•  SJll  #1  •  Most  versaJle  •  Requires  ad  money  •  Apps  &  ads  •  Daily  messaging  •  Contact  Info  capture  •  Campaign  “hub”  

 

•  Connect  1  on  1  •  AcJve  •  Live  Content  is  

necessary  •  Good  for  driving  traffic  •  Good  for  repurposing    

•  Using  visuals  to  drive  website  &  blog  traffic  

•  Always  cite  your  sources  

•  100%  engagement  driven  •  Young  demographic  •  Raw  &  Untapped  •  No  measureable  ROI  •  Most  potenJal  

Four Main Outlets�

Use these platforms to distribute your “publication” �

Supporting Technologies�

•  Analyze  Your  Following  •  Compare  Users  •  Understand  Sources  &  Click  Through  Rates    

•  Facebook  campaign  tool  •  Gain  “Likes”  •  Capture  Emails  •  Generate  Newsfeed  Items  •  Give  away  product  &  increase  brand  parJcipaJon  

 

•  Unique  Link  Tracker  •  Track  content  clicks  to  partner  sites  •  Track  content  clicks  from  parJcular  sources  

 

Supporting Technologies�

Measuring ROI�

©                                                2013  

Change comes quickly in the social space… �Our team remains agile by experimenting with products and reporting new opportunities to you! The SocialKaty monitoring toolkit sometimes includes: �

Sprout Social Google Analytics TweetReach FollowerWonk Radian6 Custom Analytics�

Questions???????????�

Jason Puckett @DJ_PUCK jpuckett@socialkaty.com