2015 core content marketing capabilities from ChasM ink

Chasm Ink Content Marketing Services

C O N T E N T M A R K E T I N G

S E R V I C E S

1

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C O N T E N T M A R K E T I N G

C A P A B I L I T I E S Y O U N E E D T O P L A Y T H E G A M E

Chasm Ink Content Marketing Services 2

A C C E L E R A T E Y O U R J O U R N E Y

W I T H A T R U S T E D P A R T N E R

a t C h a s m I n k d e v e l o p i n g a n d m a n a g i n g c o n t e n t m a r k e t i n g c a p a b i l i t i e s i s w h a t w e d o


C u s t o m e r - c e n t r i c B r a n d S t r a t e g i e s

Audience segment personas

mapping to the customer lifecycle

Strategy mapping to lifecycle

stages including:

• Brand KPIs, positioning,

messaging, and outcomes

• Customer behavior, influence

strategies

• Publishing, production,

promotional mix

T a r g e t e d C o n t e n t S t r a t e g i e s

Content laddering up to audience

brand objectives

Customization by customer

segment and lifecycle stage

Management of niche production

sources such as :

• Brand journalists and

researchers

• Producers and curators

• ‘Community managers and

field experts

I n s p i r i n g C o n t e n t P r o d u c t i o n

Great papers, guides, studies

and testimonials

Smart videos, imagery, data-

visuals and infographics

Social blogs and network posts

Branded entertainment,

education and podcasts

C O R E C O N T E N T M A R K E T I N G C A P A B I L I T I E S Y O U R O R G A N I Z A T I O N S H O U L D H A V E …


C o n t e n t A c t i v a t i o n a n d P r o m o t i o n

Reach that spans across digital

channels

Regular customer conversation

engagement

Behavioral analytics and insight

Marketing lead nurturing and

qualification

P u b l i s h i n g w h e r e , w h e n a n d h o w e a c h s e g m e n t w a n t s

Distribution to conversion pts.: online,

mobile, sales, resellers, events

Enabling accessibility across digital

devices and print media

Providing a fresh and relevant content

generation machine

Continual improvement with detailed

KPIs, ROI, and analytics

C o n t e n t a u d i t i n g a n d o p p o r t u n i t y a n a l y s i s

Audience, competitive, and

marketing performance analysis

Content inventory and audit

Opportunity or problem

identification


C U S T O M E R - C E N T R I C B R A N D

S T R A T E G I E S


60% of successful content marketers have a

documented content strategy or leader

Y O U R C O N T E N T M U S T R E F L E C T A U D I E N C E E X P E C T A T I O N S T O A C H I E V E M A X I M U M M A R K E T I N G R E S U L T S

T h e s t r a t e g y n e e d s

e x p e r i e n c e , r e s e a r c h &

t r a n s l a t i o n i n t o

a c t i o n a b l e t a c t i c s


6 7 % o f m a r k e t e r s t h i n k

a u d i e n c e i d e n t i f i c a t i o n a n d

t a r g e t i n g i s a t o p n e e d

S E G M E N T

P E R S O N A L I F E -

C Y C L E M A P P I N G

B a s e d o n a u d i e n c e s e g m e n t r e s e a r c h , a s t o r y i s d e f i n e d f o r t h e i d e a l c u s t o m e r i n a p e r s o n a

T h e i r s t o r y i s e x p a n d e d f o r e a c h s t a g e a c r o s s t h e i r j o u r n e y


S E G M E N T

P E R F O R M A N C E

M E A S U R E M E N T ,

P O S I T I O N I N G &

M E S S A G I N G

O b j e c t i v e s a r e a l i g n e d a n d K P I t a r g e t s a r e e s t a b l i s h e d b y l i f e - c y c l e s t a g e

T a r g e t e d b r a n d a p p r o a c h e s a r e d e f i n e d i n t h e s a m e w a y


O U T C O M E - B A S E D

A U D I E N C E

S E G M E N T

S T R A T E G I E S

A p p r o a c h e s t h a t i n f l u e n c e c u s t o m e r b e h a v i o r t o w a r d s d e s i r e d o u t c o m e s a r e d e v e l o p e d

E x . s o t h e y m o v e l i f e c y c l e s t a g e s t o w a r d s c o n v e r s i o n o r p u r c h a s e

• Starts with driving engagement and awareness

• Move them through each customer stage


P R O D U C T I O N

M I X E S

A v a r i e t y o f t a r g e t e d c o n t e n t

t y p e s a r e s e l e c t e d t o b e

r e l e v a n t , e n g a g i n g a n d f r e s h

Common content types

• White papers

• Blogs

• Infographics

M o s t s u c c e s s f u l c o n t e n t

m a r k e t e r s u s e a n d a v e r a g e o f

1 4 c o n t e n t t y p e s

• Videos

• Articles

• Testimonials


P R O D U C T I O N

S O U R C I N G

A r o s t e r o f p r o d u c e r s s p e c i a l i z i n g i n d i f f e r e n t f o r m s o f t h e c o n t e n t m i x a r e i d e n t i f i e d a n d m a i n t a i n e d

• Brand journalists

• Field experts

• Community Managers

• Researchers

• Curators

• Producers


T I M E , V O L U M E

A N D F R E Q U E N C Y

P L A N N I N G

H o w m u c h , w h e n a n d h o w o f t e n a n a u d i e n c e n e e d s c o n t e n t i s d e t e r m i n e d a n d a d d e d t o a n i n i t i a l e d i t o r i a l c a l e n d a r .

For example:

• Daily 1-3 pieces

• 8am, 11am and\or 4pm

6 0 % o f m a r k e t e r s u s e c o n t e n t

m a r k e t i n g o n a w e e k l y b a s i s


P U B L I S H I N G

M I X E S

P l a n b y s e g m e n t w h e r e c o n t e n t w i l l l i v e a n d e n s u r e t h e y ’ r e “ c o n t e n t r e a d y . ”

• Website

• Social media

• Mobile apps

• Events


P R O M O T I O N A L

M I X E S

G e t y o u r c h a n n e l s “ c o n t e n t r e a d y , ” s o y o u c a n t e l l t h e a u d i e n c e s e g m e n t a b o u t i t

• Social

• Email

• Search

• Ads

9 1 % o f e m a i l u s e r s h a v e

u n s u b s c r i b e d f r o m a c o m p a n y

e m a i l t h e y p r e v i o u s l y o p t e d i n t o


T A R G E T E D C O N T E N T

S T R A T E G I E S


70% of marketers lack a consistent or integrated

content strategy.

A U D I E N C E S E X P E C T

C U S T O M C O N T E N T

T h e y d e m a n d w h a t t h e y

w a n t w h e r e , w h e n , a n d h o w

t h e y n e e d i t


C O N T E N T

A L I G N E D T O

A U D I E N C E

G O A L S

G u i d a n c e i s c r e a t e d t o e n s u r e a u d i e n c e s e g m e n t ’ s g e t m a x i m u m v a l u e f r o m c o n t e n t

C o n t e n t t y p e s a n d s u b j e c t s a r e l a d d e r e d t o b r a n d o b j e c t i v e s

T h e e d i t o r i a l c a l e n d a r i s u p d a t e d a c c o r d i n g l y


C O N T E N T

C U S T O M I Z E D

B Y L I F E -

C Y C L E S T A G E

A d d i t i o n a l g u i d e l i n e s f o r a d d r e s s i n g h o w t o c r e a t e e f f e c t i v e c o n t e n t a r e g i v e n


I N S P I R I N G A N D E F F I C I E N T

C O N T E N T P R O D U C T I O N


65% of large companies are outsourcing content

Poor knowledge and training for 60% of those

challenged by content marketing the most

K E E P C O N T E N T U N I Q U E ,

V A L U A B L E & F R E S H

C r e a t i n g s u f f i c i e n t q u a l i t y

c o n t e n t w i t h e n o u g h v a r i e t y i s

a n e v o l v i n g t a r g e t


C O N T E N T

P R O G R A M

M A N A G E M E N T

A s c a l a b l e f r a m e w o r k f o r g e n e r a t i n g f r e s h , t a r g e t e d c o n t e n t i s d e v e l o p e d

T h e e d i t o r i a l p r o c e s s i s s t r i c t l y f o l l o w e d t o e n s u r e q u a l i t y c o n t e n t i s p r o d u c e d

P e o p l e s p e n d m o r e t h a n

5 0 % o f t h e i r t i m e o n l i n e

w i t h c o n t e n t


S T O R Y & D A T A

B A S E D V I D E O

A N D V I S U A L S

B r a n d s w h o u s e i n f o -

g r a p h i c s g r o w i n t r a f f i c a n

a v e r a g e o f 1 2 % m o r e

• Product demos

• Info-graphics

• Data-visualization

• Story-based imagery

D e t e r m i n e h o w t o s c a l e t o e f f i c i e n t l y p r o d u c e :


A R T I C L E S ,

B L O G S A N D

S O C I A L P O S T S

5 8 % o f c o n s u m e r s t r u s t

e d i t o r i a l c o n t e n t

J o u r n a l i s t i c , t a r g e t e d c o n t e n t i s c h u r n e d o u t r e g u l a r l y t o s t a y c o n n e c t e d t o a u d i e n c e c o n v e r s a t i o n s


B R A N D E D

E N T E R T A I N M E N T

A N D E D U C A T I O N

P o s t s w i t h v i d e o s a t t r a c t

3 x m o r e i n b o u n d l i n k s t h a n

p l a i n t e x t p o s t s

• Videos

• Podcasts

C o n t e n t t h a t e n g a g e s i s u s u a l l y e n t e r t a i n i n g o r e d u c a t i o n a l i n n a t u r e . I t i s n o t p r o m o t i o n a l . C o n t e n t t y p e s m i g h t i n c l u d e :


R E S E A R C H ,

P R O D U C T A N D

C U S T O M E R

E X P E R I E N C E -

B A S E D C O N T E N T

• White papers

• Case studies

• Reviews

• Testimonials

5 8 % o f c o n s u m e r s t r u s t

e d i t o r i a l c o n t e n t

C o n t e n t v a l u e w i l l b e i n c r e a s e d b y p r o d u c i n g u n i q u e r e s e a r c h a n d i n s i g h t i n t h e f o r m o f :


C U S T O M P U B L I S H I N G F O R

T A R G E T A U D I E N C E S


E n s u r e t h e s e l o c a t i o n s a r e c o n t e n t m a r k e t i n g r e a d y

Almost 80% of people’s online time is on social channels

where content can be shared

P U T C O N T E N T W H E R E I T

C A N M A K E A N I M P A C T


D I S T R I B U T I O N

T O C O N V E R S I O N

P O I N T S

• Online

• Offline

• Retail

• Sales

• Resellers

• Events

P u t c o n t e n t w h e r e i t m a k e s a q u a n t i f i a b l e d i f f e r e n c e ( e . g . w h e r e c o n v e r s i o n h a p p e n s )

• Websites

• Social profiles

• Partner sites


E N S U R E

A C C E S S I B I L I T Y

A C R O S S D I G I T A L

D E V I C E S A N D

P R I N T M E D I A

A s d e v i c e s a n d f o r m s o f m e d i a e x p a n d , c o n t e n t i s b u i l t t h a t c a n a d a p t

7 5 % o f s m a r t p h o n e u s e r s

w a t c h v i d e o s o n t h e i r p h o n e s


C O N T E N T A C T I V A T I O N A N D

T A R G E T E D P R O M O T I O N


B r a n d s m u s t d i r e c t p e o p l e t o c o n t e n t t h e n c o n t i n u a l l y b r e a t h l i f e i n t o i t

Almost 80% of people’s online time is on social channels

where content can be shared

C O N T E N T S T R U G G L E S T O

D O M U C H B Y I T S E L F


T A R G E T E D

R E A C H A C R O S S

D I G I T A L

C H A N N E L S

P r o m o t i o n s a r e e x e c u t e d t o c o n n e c t t a r g e t a u d i e n c e s w i t h c o n t e n t a c r o s s c h a n n e l s l i k e :

• Email

• Social media

• Digital advertising


C O N T E N T

C O N V E R S A T I O N

E N G A G E M E N T

T w o - w a y d i s c u s s i o n s a r e s t i m u l a t e d a n d e n g a g e d t o c r e a t e r e l a t i o n s h i p s w i t h p o t e n t i a l c u s t o m e r s


L E A D

N U R T U R I N G A N D

Q U A L I F I C A T I O N

C o m p a n i e s e x c e l i n g a t l e a d

n u r t u r i n g h a v e 5 0 % m o r e s a l e s

r e a d y l e a d s a t 3 3 % l o w e r c o s t

F o r B 2 B b r a n d s , a s p o s s i b l e l e a d s a r e r e v e a l e d , a r e l a t i o n s h i p i s d e v e l o p e d a n d c o n v e r s i o n p o t e n t i a l a s s e s s e d .


C O N T E N T O P P O R T U N I T Y

A N A L Y S I S A N D A U D I T S


I t ’ s b e t t e r t o r e l y o n a f r a m e w o r k f o r o p t i m i z a t i o n v s t h e p e r f e c t s t r a t e g y

D e t e r m i n e w h e r e t o f o c u s a t t e n t i o n o v e r f i x i n g e v e r y t h i n g a l l a t o n c e

Y o u ’ l l f i g u r e o u t t h e w i n n i n g c o m b i n a t i o n o v e r t i m e

D O N ’ T U S E A S H O T G U N T O

A I M C O N T E N T A T I T S

O B J E C T I V E . E X P E C T

M I S S E S I N T H E

B E G I N N I N G .


P E R F O R M A N C E

A N A L Y S I S

D i g i t a l m a r k e t i n g g o a l s a n d K P I S a r e a s s e s s e d i n r e l a t i o n t o t h e i r t a r g e t s t o u n c o v e r o p t i m i z a t i o n f o c u s o p p o r t u n i t i e s

7 3 % d o n ’ t t r a c k c o n t e n t

u t i l i za t i o n e f f e c t i v e l y


C O N T E N T

I N V E N T O R I E S

A N D A U D I T I N G

P a s t o n l i n e c o n t e n t m a r k e t i n g a c t i v i t y i s c o m p i l e d a n d a s s e s s e d f o r w h a t ’ s b e e n w o r k i n g a n d w h a t h a s n ’ t

7 3 % d o n ’ t t r a c k c o n t e n t

u t i l i za t i o n e f f e c t i v e l y


C A P A B I L I T Y

A S S E S S M E N T S

C o n t i n u a l l y i m p r o v e c o n t e n t m a r k e t i n g m a t u r i t y l e v e l s

T o o l s a n d r e s o u r c e s a r e a s s e s s e d f o r t h e d e m a n d s o f m o d e r n c o n t e n t m a r k e t i n g

L e v e r a g e m a r k e t i n g t e c h n o l o g y b e t t e r t o b e m o r e e f f i c i e n t

5 3 % h i g h e r c o n v e r s i o n

f o r B r a n d s u s i n g

m a r k e t i n g a u t o m a t i o n

• Content production

• Content management

• Marketing automation

• CRM (sales automation)


A U D I E N C E A N D

C O M P E T I T I V E

A N A L Y S I S

C o n t e n t m a r k e t i n g t a c t i c s a u d i e n c e s e x p e c t a r e a n a l y z e d a n d o p t i m i z e d

C o m p e t i t o r s f o r t h e a u d i e n c e ’ s a t t e n t i o n t o c o n t e n t m a r k e t i n g e f f o r t s a r e a n a l y z e d


O P P O R T U N I T I E S

A N D P R O B L E M

I D E N T I F I C A T I O N

I n s i g h t s a r e c o l l e c t e d f r o m t h e a n a l y s i s a n d p r i o r i t i z e d b y R O I p e r i o d i c a l l y


D O E S Y O U R O R G A N I Z A T I O N P E R F O R M

T H E S E C A P A B I L I T I E S ?

H O W W E L L ?


C O N T A C T : M A T T H E W C H A S E | @ M A T C H A S E

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chasm.ink

2015 core content marketing capabilities from ChasM ink

Marketing

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