Planning Content for 2014
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Content Marketing:Planning for 2014
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Francis SkipperEVP of Digital Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
![Page 3: Planning Content for 2014](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce470b4c905d1488b5536/html5/thumbnails/3.jpg)
A QUICK STORY…
I was on my morning hike…
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And this group rode by on their mountain bikes
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Cool! I want to learn more about
mountain biking!!
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A few weeks later…
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A few weeks later…
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I want to buy a mountain bike!!
A few weeks later…
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Fancy meeting you here…
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Hey! I know those guys!
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Agenda
Today’s Digital Landscape
What is Content Marketing?
Why Content Marketing?
Creating Content Strategy
• Plan
• Create
• Share
• Track and Nurture
Open Q&A
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We’re in a Time of Change
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One-Way Dialogue
The Way We Consume Information Has Changed
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Pew Research, Jun 2013
Percentage of US adult mobile phone users with smartphones
61%
The Way We Consume Information Has Changed
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The Way We Communicate Has Changed
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Google is Constantly Changing
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Google circa 2000
Google is Constantly Changing
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Google circa 2010
Google is Constantly Changing
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Your Audience Has Changed
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Navigational Queries
Transactional Queries
Informational Queries
Audience Search Habits
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Navigational Queries
Transactional Queries
Informational Queries
80%of all queries!
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Google today
Google is Constantly Changing
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Google is Constantly Changing
Google today
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That’s Why We’re Here!
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of CMOs see custom content as the future of marketing
Hanley Wood
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of marketers report that their organizations are shifting to branded content
Forrester
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Trend for 2014: Storytelling
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clients
customersemployees products
services
Trend for 2014: Storytelling
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Creating and sharing relevant content with your target audience
What is Content Marketing?
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• Position as an expert
• Attract new customers
• Maintain a dialogue with existing and past clients
• Increase social signals
Why Content Marketing?
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Why Content Marketing?
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NOT a silver bullet.
Why Content Marketing?
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TODAY, WE SELL
MOUNTAIN BIKES
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1PLAN
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PLAN1Define Your Audience
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Moms Millennials Businessmen
PLAN1Define Your Audience
Who are you sharing content with?
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EXAMPLE OF TARGET AUDIENCE PROFILE
25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
URBAN, NORTHEAST
SINGLE, UNMARRIED
TECH EARLY
ADOPTER
SOCIAL MEDIA
AUTHORITY
PLANDefine Your Audience 1
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25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
TECH EARLY
ADOPTER
PLANDefine Your Audience 1
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What are your audiences’ biggest pain points/needs?
Content you create should address your customers’ pain points:
• a need• a problem• a desire• a challenge
PLANDefine Audience Needs 1
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What do your customers need?
PLANDefine Audience Needs 1
• I need info on new bikes and gear
• I want to meet other mountain bikers
• I want to find trails for biking
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What do your customers need?
PLANDefine Audience Needs 1
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PLANDefine Your Goals 1
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“Content helps achieve business objectives, not
content objectives.”
-Jay Baer
PLANDefine Your Goals 1
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PLANDefine Your Goals 1
Top Organizational Goals forContent Marketing
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Brand Awareness
PLANDefine Your Goals 1
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PLANDefine Your Goals 1
#1 Goal in Survey by MarketingProfs
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PLANDefine Your Goals 1
Lead Generation
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PLANDefine Your Goals 1
Lead Gen is #1 Goal in for B2B
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Traditional Marketing
Content Marketing
PLANDefine Your Goals 1
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Customer Acquisition
PLANDefine Your Goals 1
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61%PLAN
Define Your Goals 1
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Audience Engagement
PLANDefine Your Goals 1
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PLANDefine Your Goals 1
Brand Loyalty
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PLANDefine Your Goals 1
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Don’t forget social and search goals!
PLANDefine Your Goals 1
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Identify holes or missing content
Repurpose content that is outdated but still valuable
Catalog any existing content and categorize by:Type Topic
PersonaDate
PLAN1Audit Existing Content
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Define Major Topics
Think about your goals
What do you want to be known for?
PLAN1
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Define Major Topics
We’re THE go-to resource for• The latest in mountain bikes
and gear• Biking lifestyle and how-tos
PLAN1
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Define Team/Roles
• Designate an overall content coordinator
• Have coordinator from each functional area
• Designate members of senior management team to oversee/ contribute – adds to validity
Set clear roles, expectations, and standards
PLAN1
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Create a Calendar
Use a shared calendar such as Google Calendar to share content plan internally
• Color code by content type• Clearly define ownership• Create a checklist for social
media promotion• Share as far in advance as
possible to allow time for creation
PLAN1
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CREATE2
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Whitepapers, eBooks, Case Studies
Audio or Video Content
Events and Content from Events (Webinars, Workshops)
Blog and Social PostsImages and Infographics
Email Newsletters
Pick Content Type CREATE2
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Pick Content Type CREATE2
Top Content Types of2013
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Whitepapers, eBooks, Case Studies
Pick Content Type CREATE2
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Blogs and Social Posts
Pick Content Type CREATE2
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Pick Content Type CREATE2
Images and Infographics
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Audio and Video
Pick Content Type CREATE2
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Events/Event Content
Pick Content Type CREATE2
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SHARE3
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Source: Pew Research Center
For instance:
• City dwellers are significantly more likely than rural residents to be on Twitter and Instagram
• Women are four times as likely as men to use Pinterest• Baby boomers are the fastest growing segment of
Pick Your PlatformsSHARE3
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Include a CTA
SIGN UP
DOWNLOAD
ORDER NOW
REGISTER
SUBSCRIBE
LEARN MORE
ADD TO CART
BOOKMARK US
SHARE3
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TRACK & NURTURE
4
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Establish Clear Metrics
Top Content Marketing Metrics
TRACK4
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CoordinateTRACK4
Have your search team track goals and traffic
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What’s getting shared the most, by who, and when?
Evaluate PerformanceTRACK4
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Take-Aways
• Your audience has changed
• Prior planning…
• Your customers expect relevant content
across channels
• Great content is content that fills a need /
answers a question
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Questions?
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Francis SkipperEVP of Digital Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
![Page 85: Planning Content for 2014](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce470b4c905d1488b5536/html5/thumbnails/85.jpg)
Content Marketing:Planning for 2014