SMX Sydney 2014 A Practical Content Marketing Framework
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Transcript of SMX Sydney 2014 A Practical Content Marketing Framework
2
EDMUND PELGEN
ACCOUNTANT SALES GUY
OLD SCHOOL RETAILER MANUFACTURER
HEAD OF SEO AND CONTENT !
DIGITAL MARKETING CONSULTANT ONLINEKICKSTART.COM
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WHY YOU SHOULD CARE ABOUT THIS
PRESENTATION
4
WHAT I’M GOING TO TALK ABOUT
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WHY YOU NEED A CONTENT MARKETING FRAMEWORK
#1
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PRESENT A CONTENT
MARKETING FRAMEWORK
#2
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MY THOUGHTS ON
USING THE FRAMEWORK
#3
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!
WHY THE SUDDEN INTEREST IN CONTENT MARKETING?
CONTENT MARKETING IS
SO HOT RIGHT NOW!
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CONTENT MARKETING IS THE NEW
LINK BUILDING
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“Content Marketing is the process of creating and distributing valuable & compelling content to attract, acquire and engage a target audience - with the objective of driving profitable customer action.”
NO MENTION OF LINKS IN THE FORMAL DEFINITION
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50 Experts list Benefits of CM
http://nectafy.com/59-benefits-of-content-marketing/ - with “Content Marketing” excluded
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CONTENT MARKETING IS MORE THAN JUST A
LINK BUILDING STRATEGY
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IF WE CAN’T EXPLAIN THE WHAT, WHY AND HOW OF CONTENT MARKETING..
WHAT CONTENT DO I PRODUCE? . WHY SHOULD I PRODUCE IT? .
HOW WILL THAT HELP ME ACHIEVE MY GOALS?
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WE DO OUR CLIENTS A
DISSERVICE
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#1 WHY YOU NEED A
CONTENT MARKETING FRAMEWORK
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“frameworks allow you to teach people how to think, rather than giving them a fish.” Avinash Kaushik
http://www.kaushik.net/
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A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT APPROACH
#1
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A FRAMEWORK HELPS
YOU EXPLAIN
WHY THAT APPROACH
#2
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A FRAMEWORK HELPS
YOU WORK OUT
HOW TO IMPLEMENT
!
#3
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A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT SUCCESS METRICS
!
#4
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A FRAMEWORK HELPS
YOU SELL
CONTENT MARKETING TO CUSTOMERS & WITHIN
YOUR COMPANY
#5
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A FRAMEWORK HELPS
YOU MANAGE
EXPECTATIONS !
#6
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A FRAMEWORK HELPS
YOU ACTUALLY
!
!
#7
GET RESULTSDELIVER VALUE
MAKE A DIFFERENCE
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#2 THE CONTENT MARKETING FRAMEWORK
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I USE THIS FRAMEWORK EVERY TIME
I TALK CONTENT
DON’T SELL WHAT THEY
DON’T NEED
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NOPE NOT WHAT I WAS AFTER
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DON’T GET HUNG UP ON SEMANTICS
CONTENT MARKETING
INBOUND MARKETING
LINK BUILDING
BRANDED CONTENT
IT ALL DOES THE SAME JOB
THREE CONTENT TYPES
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BUSINESS GOALS
LINK ATTRACTION
CONTENT
CONVERSION CONTENT
TRUST & INFLUENCE CONTENT
EACH HAS A DIFFERENT GOAL
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CONTENT THAT IS CREATED PRIMARILY TO GET LINKS
LINK ATTRACTION CONTENT
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CHARACTERISTICS
LINK ATTRACTION CONTENT
• IS PROVEN TO GET LINKS - “FAIL PROOF CONTENT” @POINTBLANKSEO
• HAS INATE “CITABILITY” • TYPICALLY EVERGREEN @JASONACIDRE • BEST TYPES HAVE AN EASILY IDENTIFIABLE
OUTREACH LIST • LINKS ARE ACQUIRED VIA TARGETED OUTREACH • GREAT PLACE TO START FOR BUDGET
CONSCIOUS
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• QUALITY LINKS ACQUIRED • RANKINGS • ORGANIC TRAFFIC • DOMAIN AUTHORITY • SALES FROM ORGANIC SEARCH
HOW DO YOU MEASURE PERFORMANCE?
LINK ATTRACTION CONTENT
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EXAMPLESLINK ATTRACTION CONTENT
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EXAMPLESLINK ATTRACTION CONTENT
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EXAMPLESLINK ATTRACTION CONTENT
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WHO DOES THIS WELL?
LINK ATTRACTION CONTENT
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YOU NEED TO: !
ANALYSE WHAT ALREADY GETS LINKS BUILD BIGGER AND BETTER IDENTIFY OUTREACH TARGETS PROMOTE LIKE CRAZY
LINKS WILL COME…IF YOU BUILD IT
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HELPS CONVINCE PROSPECTS
THAT YOU ARE THE ONE THEY SHOULD BE DOING
BUSINESS WITH
CONVERSION CONTENT
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CONVERSION CONTENT
SHOWS YOU
UNDERSTAND THEIR PAIN
OUCHY!
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CONVERSION CONTENT
SHOWS YOU HAVE
SOLVED THEIR PROBLEM BEFORE
MY SECOND CAST..SIGH!
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CONVERSION CONTENT
ALLOWS YOU TO DEMONSTRATE
YOUR SOLUTION IS BETTER THAN THE
ALTERNATIVE
IT’S BETTER THAN A STICK
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ANSWERS THE HARD QUESTIONS
CONVERSION CONTENT
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CONVERSION CONTENT
• VIEWS • DOWNLOADS • SIGNUPS • TRIALS • INQUIRIES
PERFORMANCE METRICS
• DEMOS • CONSULTATIONS • QUOTES • COUPONS • VIDEOS WATCHED
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CONVERSION CONTENT
• BLOG POSTS ON PRICE, COST, PROBLEMS
• CASE STUDIES • EBOOKS • TIP SHEETS
!
EXAMPLES?
• CHECKLISTS • WEBINARS • FAQ’S • LIVE DEMOS • PRODUCT
WEBINAR
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WHO DOES THIS WELL?
CONVERSION CONTENT
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HELPS BUILD A COMMUNITY OF PEOPLE WHO KNOW,
LIKE AND TRUST YOU..SO YOU HAVE MORE INFLUENCE
WITH THAT COMMUNITY
TRUST & INFLUENCE CONTENT
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“TRUST - IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH OR ABILITY OF SOMEONE”
TRUST ME! I GOT THIS
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I GOT YOU LAST TIME. I’LL GET
YOU AGAINGIVE FREELY
BE TRANSPARENT
TELL THE TRUTH
KEEP YOUR WORD
HOW DO YOU BUILD TRUST?
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“INFLUENCE - IS THE ABILITY TO AFFECT IDEAS AND ACTIONS”
THESE ARE TOTALLY NOT THE DROIDS!
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RECIPROCITY COMMITMENT & CONSISTENCY SOCIAL PROOF
LIKING AUTHORITY SCARCITY
CIALDINI'S SIX PRINCIPLES OF INFLUENCE
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http://www.slideshare.net/randfish/why-content-marketing-fails
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YOU GET PRESS MENTIONS AUTHORITY BRAND VISIBILITY SOCIAL VISIBILITY NOTORIETY LINKS
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BUT IMPACT IS HARDER TO MEASURE
BLOG OUTPUT AUDIENCE GROWTH SOCIAL AUDIENCE REACH RETWEETS & RE SHARES ADD YOUR OWN…
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SET ANDMANAGEEXPECTATIONS
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WHO DOES THIS WELL?
TRUST & INFLUENCE CONTENT
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#3 SOME THOUGHTS
WHEN USING THE
FRAMEWORK
HERE IS THE FRAMEWORK
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BUSINESS GOALS
LINK ATTRACTION
CONTENT
CONVERSION CONTENT
TRUST & INFLUENCE CONTENT
AGAIN - USE IT..
USE IT TO TALK ABOUT..
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BUDGET
RESOURCES
PERFORMANCE
BUSINESS GOALS
TIMEFRAMES
EDUCATE CLIENTS ABOUT INVESTMENT & TIME TO IMPACT
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LOW
SHORT
INV
ES
TM
EN
T I
N $
, TIM
E
TIME FRAME LONG
HIGH
LINK ATTRACTION
CONTENT
CONVERSIONCONTENT
TRUST & INFLUENCE CONTENT
NEEDS MORE MANAGEMENT
BUY IN AND PARTICIPATION
GET EASY WINS ON THE BOARD
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1 2 3 4 5
#1 LINK ATTRACTION CONTENT
INCREASED RANKINGS, TRAFFIC, SALES
#2 CONVERSION CONTENT
#3 TRUST & INFLUENCE CONTENT
INCREASED LEADS, INQUIRIES & CONVERSIONS
INCREASED PRESS, SHARES, LINKS, INDUSTRY AUTHORITY, BRAND VISIBILITY
INVESTMENT & IMPACT
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LOW
SHORT
INV
ES
TM
EN
T I
N $
, TIM
E
TIME FRAME LONG
HIGH
LINK ATTRACTION
CONTENT
CONVERSIONCONTENT
TRUST & INFLUENCE CONTENT
NEEDS MORE MANAGEMENT
BUY IN AND PARTICIPATION
INVESTMENT & IMPACT
62
LOW
SHORT
INV
ES
TM
EN
T I
N $
, TIM
E
TIME FRAME LONG
HIGH
LINK ATTRACTION
CONTENT
CONVERSIONCONTENT
TRUST & INFLUENCE CONTENT
NEEDS MORE MANAGEMENT
BUY IN AND PARTICIPATION
