5 Content Marketing Goals for 2014

5 Content Marketing

Goals for 2014

About Angela Moore

5 Quick Facts

1. With IP for Five Years

2. Started in Link Development

3. VP Client Operations

4. Works with World-Class Brands

5. Mom of three

@amcmoore | /+AngelaMoore80 | [email protected]

How It Works

#IPSpeaksQuestions, a-ha moments & blatant flattery welcome

5 Areas in Need

1. Audience

2. Measurement

3. Personnel

4. Process

5. Culture

The Importance of Goals

The Importance of Goals

1. Know where you’re going2. Know where you’re at3. Unites your team4. Simplifies meetings and work plans5. They can be changed

S.M.A.R.T. Goals

• Specific• Measureable• Attainable• Relevant• Time-bound

http://topachievement.com/smart.html

Reaching Goals

1. Write them down2. Share them with others3. Create incentives4. Review them regularly5. Celebrate the progress

Content Marketing in 60 Seconds

Content Marketing

Connecting consumers who have a need with their solution via content

Social media sites and blogs reach 8 out of 10 of all US Internet users(Content Marketing Institute)

Content Strategy vs.Content Marketing Strategy

Goal #1: Audience

Audience

“I don’t want to fail the audience. I don’t want to let them down.”

-Henry Rollins

Goal #1

Find out what your audience REALLY wants

90% of consumers find custom content useful(TMG Custom Media)

Beginners

Persona Development

Beginners

1. Demographics2. Goals3. Pain Points

Persona Resources

• Building a better persona with creative sourcing data: http://contentmarketinginstitute.com/2013/09/build-better-buyer-persona-data-sourcing-ideas/

• Free template for creating buyer personas: http://offers.hubspot.com/free-template-creating-buyer-personas

• Buyer Persona Institute: http://www.buyerpersona.com/

Intermediate

Dissect Reader Engagement

Intermediate

1. Comment analysis2. Share analysis3. Competitor review

Resource

• C Metrics Plugin from ConvertPress: http://convertpress.com/

Intermediate

1. Comment analysis2. Share analysis3. Competitor review

Resource

• Social Crawlytics: http://www.socialcrawlytics.com

Advanced

Audience Involvement

Advanced

1. User Generated Content

2. Audience Polls3. Virtual Focus Groups

Recap #1

1. Set up buyer personas2. Dissect User Engagement3. Get the audience involved

Goal #2: Measure

Measure

“If you can’t measure it, you can’t manage it.”

- Peter Drucker

Goal #2

Set up a measurement system that actually works

Articles with images get 94% more views(Jeff Bullas)

Beginner

Use Google Analytics

Resource

•Google Analytics Academy: https://analyticsacademy.withgoogle.com/course

Intermediate

Use tracking URLs, set up goals & leverage conversion path analysis tools

Advanced

Try out an advanced analytics tool that creates persona profiles

Recap #2

1. Use Google Analytics2. Get familiar with in-depth

functions of GA3. Investigate an advanced platform

with user profiles

Goal #3: Personnel

Personnel

“Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.”

- Vince Lombardi

Goal #3

Establish your content marketing team

53% of B2C marketers create content entirely in-house(Content Marketing Institute)

Beginner

Find one creator.

Create one piece of content.

Repeat.

Intermediate

Schedule a regular team meeting to share ideas

Advanced

Break down the operational silos in your organization

Recap #3

1. Find one creator. Create. Repeat.

2. Schedule a regular meeting of your creators

3. Break down operational silos in your organization

Goal #4: Process

Process

“Everything is an experiment”

- Tibor Kalman

Goal #4

Organize your content marketing process

27,000,000 pieces of content are shared everyday. (AOL and Nielsen)

Beginner

Create a basic process as a starting point

Marcus Sheridan

@TheSalesLion

http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-for-your-business-in-10-minutes-or-less/

Beginner

Three Process Elements:

1. Topic Sourcing2. Publishing3. Distribution

Intermediate

Streamline your process with one improvement

Advanced

Experiment with your process & see how far you can go

Resource

Managing Content Marketing

by @Robert_Rose & @JoePulizzi

Recap #4

1. Create a basic content marketing process

2. Find one inefficiency to streamline

3. Experiment with your process & get creative

Goal #5: Culture

Culture

“Content isn’t King, it’s the Kingdom.”

- Lee Odden

Goal #5

Make content marketing a key part of your culture

86% of B2C marketers and 91% of B2B marketers use content marketing(Content Marketing Institute)

Beginner

Set up constant reminders

Intermediate

Drive your coworkers crazy

Advanced

Incentivize your team to drive awareness

Recap #5

1. Set up constant reminders2. Drive your colleagues crazy3. Incentivize your team to drive

awareness

RecapCause that was a lot of stuff…

The Five Goals

1. Find out what your audience really wants.

2. Set up a measurement system that actually works

3. Establish your content marketing team

4. Organize your content marketing process

5. Make content marketing a part of your culture

QuestionsUse #IPSpeaks on Twitter

Notes

www.intrapromote.com/CMResources14

Presentation uploaded on Slideshare

Recorded presentation available soon

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Contact

blog.intrapromote.com | @intrapromote | facebook.com/intrapromote

[email protected]@amcmoore/+AngelaMoore80

Contact

blog.intrapromote.com | @intrapromote | facebook.com/intrapromote

[email protected]

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