Content marketing bootcamp for community managers

Concentric Content Marketing - Content Boot Camp

Content Marketing Boot Campfor Community Managers

1

Concentric Content Marketing - Content Boot Camp 2

The Content ProcessThe cycle of conversation.

Keynote Template

Concentric Content Marketing - Content Boot Camp 3Keynote Template

Tonight• Intro • Process • Goals

• Practice • Research

• Practice • Ideation

• Practice • Creation

• Practice 1 • Practice 2

• Distribution • Practice

• Measurement • Practice


What We’ll Cover

How ToWe’ll walk through the

basic steps of each stage in the content

process.

Tools & TemplatesYou’ll get the tools and templates that the pros

use in their content process.

PracticeWe’ll take 5 minutes to

practice what we’ve learned.


Why?

Content Process

3 Hours Per Post - Jay Baer, Convince & Convert

Write a 300-500 word post on one of the biggest trends in your industry.


Content Process

CreationCreating content that fits your audience’s

preferred mediums and channels.

DistributionDistributing content through your audience’s preferred channels and listening to the response.

ResearchUnderstanding your audience, industry,

and culture.

IdeationTurning your research into content ideas

and next steps.

ContentProcess

MeasurementMeasuring and analyzing response to content. Adjusting content efforts as needed.


Setting Goals

Increase conversion rates in 2015

32.500

65.000

97.500

130.000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2015 2014


Setting Goals

What are your content marketing goals?How will you measure them?

• Traffic/conversions• Sales• Newsletter signups

PRACTICEBREAK

2 min


ResearchWho, What, When, Where, Why & How

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Foundational Research

Research

Ongoing Research



Who …is your audience?…do they listen to?

What

When

Where

Why

How

…are they talking about?…challenges are they facing?

…are they talking?…are they asking for help?

…are they talking?

…are they talking about these topics?…are they using these platforms?

…are they consuming content? What format?…are they using these platforms?…are they getting their information/data?



Research

Ongoing Research


Ongoing Research

Follow influencers & create lists.

Follow these topics and answer their questions.

Note trends, characteristics and usage.

Who…is your audience?…do they listen to?

What

When

Where

Why

How





…are they consuming content? Format?…are they using these platforms?…are they getting their information/data?

Set up profiles, recognize similarities.

Be active during these times.

Stay aware of similar platforms/topics.

Concentric Content Marketing - Content Boot Camp

Do it later

15

Research

Do it now

VS.

10 minutes per day 25 minutes per post


Research - Free Tools

Who

What

When

Where

Why

How

betalist.com, IFTTT, Exact Target, Mention

WeFollow, FollowerWonk, Riffle

Buffer, SocialBro, Mention

Google Trends, Alexa, Alltop, Trend Hunter, Trendspottr, Social Mention, Google Keywords

Google Trends, SurveyMonkey

Google Analytics, Google Trends, Alexa, Technorati, Mention

http://betalist.com


Research Practice

✓ Select an audience group ✓ Research 3 topics✓ Select 1 topic✓ Determine preferred format & platform

Research

PRACTICEBREAK

7 min


Content Process

CreationDistribution

Research

Ideation

ContentProcess

Measurement


IdeationTurning Research Into Content

Keynote Template


Ideation


Ideation - Keyword Tools

• Wordtracker• Google Adwords

Keyword Planner• Google Trends• Moz Pro

Keyword Tools:Step 1

HeadlineKeyword Calendar


Ideation


Ideation

Step 2Brainstorm through headlines:

• RSS feeds• Social feeds• Title generatorsHeadlineKeyword Calendar

What grabs your attention?


Ideation


Ideation - Tools

• Portent: http://www.portent.com/tools/title-maker• Inbound Now: http://www.inboundnow.com/apps/kill-writers-

block/• Hubspot: http://www.hubspot.com/blog-topic-generator• Headline Wizard: http://www.internetmarketingcourse.com/

freeheadlinegenerator/

http://www.inboundnow.com/apps/kill-writers-block/

http://www.hubspot.com/blog-topic-generator

http://www.internetmarketingcourse.com/freeheadlinegenerator/


Ideation

Step 3• CoSchedule• Google Docs• Excel• Wordpress Editorial

Calendar

Editorial Calendar:

HeadlineKeyword Calendar


Ideation


Ideation Practice

✓ Using topic from Research phase, select 3 target keywords

✓ Create 3 headlines

✓ Add to editorial calendar

Editorial Calendar

PRACTICEBREAK

7 min


Content Process


Research

Ideation

ContentProcess

Measurement


CreationBuilding Content

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Creation

Storytelling

Execution


Creation - Storytelling

• What point are we trying to make?

• What problem are we solving?

MessageStep 1

DataMessage Restate



• Examples• Data to support our

statements.

DataStep 2

DataMessage Restate



RestateStep 3

DataMessage Restate

• Wrap up your content• Drive towards a call to

action.


Creation

• Paragraph 1 - point 1• Paragraph 2 - point 2• Paragraph 3 - point 3

Intro Paragraph

Body

Conclusion

• Thesis with 3 supporting points.

• Restate thesis, summary of 3 points.


Creation Practice

✓ What is the message/thesis of your content?

✓ Find at least 1 example or supporting data point for your thesis.

Create Content Outline

PRACTICEBREAK

5 min


Creation

Storytelling

Execution


Ongoing Research


What

When

Where

Why

How






SB owners, CEOs,Paperless Experts

Going paperless, environmentBest price, managing supplies

Text, video, imagesAsk questions, start convosGoogle! Lots of research

Industry sites & events, social media

Early morning, Beginning & end of the year

Meeting demands of their rolePlatforms have trusted experts


Creation - Writing


Creation - Writing


Creation - SEO

Example keyword string: paperless office

1.Headline2.Subheadline3.Body4.Snippet/description5.Image description

Keyword should be included in:


Creation - SEO


Creation - Tools

Graphics:• Canva.com• visual.ly• Infogr.am

Templates:• Envato Market• Hubspot

http://visual.ly


Creation Practice

✓ Find a content optimization tool that will make sure your content is optimized for your distribution platform & format.

Example: Use Google to search “Optimize articles for LinkedIn”

Content Optimization

PRACTICEBREAK

5 min


Content Process


Research

Ideation

ContentProcess

Measurement


DistributionGetting your content in front of your audience

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Distribution

CopySchedule Publish

Where & when

Distribution post copy

Sharing strategy


Ongoing Research

Who …is your audience?…do they listen to?

What

When

Where

Why

How





…are they consuming content? What format?…are they using these platforms?…are they getting their information/data?


Distribution - When

https://blog.kissmetrics.com

/science-of-social-timing-1/


Distribution - Publishing Schedule


Distribution


Where & when


Sharing strategy


Distribution - Writing

• Be actionable• State a benefit & generate curiosity• Use target keywords• Be short & sweet

Your copy should:


Distribution - Ideal Post Length

https://blog.bufferapp.com/the-ideal-length-of-

everything-online-according-to-science

https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science


Distribution


Where & when


Sharing strategy


Distribution - Automation Debate

http://blog.capterra.com/

30-marketing-automation-stats-2014/


Distribution - Automation Tools


Distribution - Free Publishing Tools


Distribution Practice

✓ Select a distribution channel from your research

✓ Write distribution post copy for your content

✓ Determine WHEN you will publish that post

Write one post for publication

PRACTICEBREAK

5 min


Content Process


Research

Ideation

ContentProcess

Measurement


MeasurementDetermining Progress

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Measurement

ValidateAnalyze Refine

Review data

Validate or reject

Adjust hypotheses


Setting Goals

What are your content marketing goals?How will you measure them?

• Traffic/conversions• Sales• Newsletter signups


Measurement - Analyze

Are we moving towards our goal?

Can we get there faster?

What is next?


Measurement


Validate or reject


Initial Research





What

When

Where

Why

How










Measurement


Adjust hypotheses


Initial Research





What

When

Where

Why

How










Measurement - Top Content


Measurement - Tools

• Google Analytics• Raven • Crazy egg heat test• Hubspot report tool to check on competitors • Moz Pro• BuzzSumo

• Topsy• Mention• Social Mention

Social & Sentiment

Website/SEO


Measurement Practice

✓ Visit BuzzSumo.com

✓ Enter your site’s URL

✓ Determine best post on your site, and channels with highest number of social shares.

Find your best content

PRACTICEBREAK

5 min


Content Process

CreationCreating content that fits your audience’s

preferred mediums and channels.

DistributionDistributing content through your audience’s preferred channels and listening to the response.

ResearchUnderstanding your audience, industry,

and culture.

IdeationTurning your research into content ideas

and next steps.

ContentProcess

MeasurementMeasuring and analyzing response to content. Adjusting content efforts as needed.


Contact us

ConcentricContent.com

@Cate

Keynote Template

http://ConcentricContent.com