Building a Quality Content Marketing Framework & Kicking Crap Content to the Curb

Cara Posey – Chief Marketing [email protected]@caraposey

Building a Quality Content Marketing Framework

and kicking crap content to the curb

Hi! I’m Cara

Chief Marketing Officer for Expertfile.com (formerly Speakerfile.com)

Use Twitter? Make sure to use the hashtag #WOMMU & follow me @caraposey

Who’s using content marketing?

Source: Demandmetric.com

91%86%b2b

b2c

What’s the point of content marketing?Identify multiple points of entry with customers

Reach customers in any stage of the buying cycle

Build awareness with prospective customers

Build authority for the company within certain industries

Rather than just selling, we’re offering value to the customer. We’re signaling commitment.

What counts as content marketing?

What’s the difference?Quality Content Crap Content

Specific Goals General Goals

Measurable Results Hope for Results

Focuses on Quality of Leads Focuses on Quantity of Leads

Focuses on Value of Sales Focuses on Leads not Sales

Specific Content General Content

Advancing industry Conversation Regurgitating industry Conversation

Ties to Specific Experts Ties Only to Company

But Cara, what’s the big deal?

A clogged funnel doesn’t work for anyone. It’s not efficient and it doesn’t make (as much) money.

#1

Invisible Experts

SlowResponse

PoorMeasurement

No integration with other online

properties

Not organized for real-time breaking

issues/events

No way to quickly track Interactions

No easy way mange track

expert content

Misdirected requests for

expertise

No Control• No standard content format optimized for expert

related content• No control over what’s published to employee

accounts • Difficult to aggregate content across a wide array of

online sites• No ability for agents or agencies to manage content for

experts

No social media sharing

opportunities

Loss of SEO

#2

Like Ben Affleck movies, content falls into three categories…

Building a quality content frameworkStart with expertise

– Who are your senior leaders?– Who are your subject matter experts?

Look at industries served– How many industries do you touch?– Do you have experts that can speak to all of them?

Make sure you have overlapping expertise in every industry for adequate coverage.

Indentify industries

BusinessHealthcareMarketingEnvironmentMediaScience & TechnologyLegalGovernment & PublicCharities/NonprofitsSports & LeisureTransportation

Construction/HousingCulture & SocietyEnergy & ResourcesEntertainment & ArtsFinanceFood & BeverageManufacturingHR & TalentIT & ElectronicsRetail

Framework phase 1Experts Legal Healthcare Finance

Lisa CEO X X X

Kevin CMO X X

Mark SVP X X

Susie Expert X

George Expert X

Valerie Expert X

Sales. Now 100% more engaging.

Framework phase 2Experts Legal Healthcare Finance

Lisa CEO X X X

Kevin CMO X X

Mark SVP X X

Susie Expert X

George Expert X

Valerie Expert X

Jennifer Sales X

Tim Sales X

Research how best to reach your targets

Framework phase 3Experts Writing Video Photos Audio Research/

AnalysisSpeaking

Lisa CEO X X X X

Kevin CMO X X X X X

Mark SVP X X

Susie Expert X X X

George Expert X

Valerie Expert X X X

Jennifer Sales X X X

Tim Sales X

Get to know your analyticsconsumption – sharing – lead generation – sales

OnlineVisibility

Real-TimeEngagement

Analytics & Control

Website Integration

Search Engine

Optimization

eCommerce

Sharable

Workflow

Notifications

3rd Party Access

Content Staging &

Review

Lead Generation Reporting

ContentAsset

Tracking

Lead Generation

Publish

Brand authority and brand awarenessBrand authority is how much respect you have in your industry.

– Depth of expertise– Variety of experts– Thought leadership

Brand awareness is how much you are known throughout the industries you serve and by your customers.

– Name recognition– Reputation– Referrals

strive for awareness AND authority

Balance opportunity to convert with value

Why personality matters

People buy from people

People dislike being sold to

In your entire life, you have likely never had a conversation with a Sales Department. A Sales Department did not come in on Monday morning and share the amazing hike he took with his son over the weekend. A Sales Department was not upset when his dog of 16 years died. And a Sales Department has never helped you make your computer run faster. But Brian probably has. And when you talked to Brian about that computer or that hike, he likely didn’t speak in vaguely generic terms (“Walked on Trail,” “Save on Memory”). He told you his story in a way that related to you. (“I know how you loved hiking on Big Talbot Island. Well, this weekend we went there and spotted a school of bottlenose dolphins just yards from the trail,” “You can speed up your Dell Latitude D620 with this free memory tool.”)

Source: Marketingexperiments.com

We’re all customersIn one family you have customers, subject matter experts, and thought leaders

Imagine what you can find in your organization if you look beyond the executive team

Your to-do list:Identify your leaders and subject matter experts

Focus on industries served

Research best target methods for each industry

Create content that is valuable and adds to industry conversations

Connect your content directly to your experts

Evaluate performance through analytics and sales

Refine and repeat

Cara Posey – Chief Marketing [email protected]@caraposey