Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketing 2015

joakimditlev

jditlev

The agenda

• Why content marketing fails• 5 steps to a content marketing strategy• BREAK• Selling content marketing to your

colleagues• Measuring success• Organizing your content marketing team• Choose your tactics: ”Juleribba”, Angler,

Curator or Mailbox• Summing up

Who is Joakim Ditlev, anyway?

• Author of Content Marketing Bogen• 6 years content marketing experience• I help companies:– Change the way they act and think about

marketing– Create longterm customer relations

through useful or entertaining content.

180 blog posts later

When we wrote the book we realized that…


• Some of the best cases is driven by gut feelings. They don’t call it ”content marketing” themselves.


• The best cases have one thing in common: They really want to know what matters to their customers.


• Done is better than perfect

Frequent content marketing fails

• Content excitement without a documented strategy

• Focusing on several markets or business lines at once

• Lack of commitment from the boss• Lack of focus for distributing content• Time optimism

Can you avoid obstacles?

Without a strategy…

It’s very hard to find the treasure

5 steps to crack the content marketing nut

The 5 steps for your strategy

1. Purpose2. Business goals3. Target audience and persona4. Organization and implementation5. Content distribution

The Golden Circle

Quiz: Name this company!

Name another one!

Find your ”why”?

• Ask your neighbor: ”What is your workplace doing?”

• Then ask: ”Why?”

Your business goal:

• What kind of business goal are you trying to achieve?

• Sales • Savings• Sunshine

Look for actual strategies

• ”Our goal is to increase sales in offshore by 50%” (Sales)

• ”We need to cut costs per customer by 20%” (Savings)

• ”Our ambition is to become the most known brand in the UK market” (Sunshine)

Did your boss ever say anything like that?

What you want to say != What your customers want to hear

• But there is an overlap. Find it by asking:– How can your content create

value to your customers?–What matters to the customers

related to your products?

Who are you reaching out to?

From target audience to persona

Persona 1: Persona 2:Name:Age:Occupation:Personality:Prefered media / devices:Getting advice from:Pain:Goal:

How to get customer insight

• Surveys• Focus groups• Interviews• Insights from sales / customer

service

Organizing the effort

How the media is organized

Boss

Journalist Photographer Video creator

Editor

The editor’s role

• Manage the project• Set deadlines• Ensure content quality• Contact to external content providers• Permission to be annoying…

Become the editor!

• Who can you include in the content creation process?

Nature calls for Aarstiderne

Unisport. Dependent on events and the big brands

Ensure an editorial line and fixed deadlines

What’s the point if noone ever sees your content?

Is a ”content shock” coming up?

Mix the channels - but focus on Owned Media

Content Marketing =Marketing Content

• Spend the same effort promoting as producing content

• Start with your colleagues• Your best content

deserves a bit of your advertising budget

Let’s talk!

• Are your colleagues in favor of content marketing?

• What kind of challenges do you expect, when rolling out a content marketing program?

You need to get the boss on board, because

• Lack of buy-in is a main reason, why content marketing fails

• Easier access to time and knowledge• Reduce risk of being just another

campaign

The boss: ”Show me the money!”

Usually the boss doesn’t like content marketing

• It’s hard to fit into the quarterly budgets

• It’s hard to document the results

Show the long term wins

• AdWords vs. content marketing

Make sure to highlight the business goal

• How does your content support the company’s business goals?

Brand manager: ”Say what?”

Talk about brand exposure

• How big is the potential target audience we are focusing on?

• How do we ensure that the target group recognizes our brand while we are talking less about ourselves?

Sales director: ”Where are my leads?”

Talk about the new buying process

• Sales may get less leads, but they are better educated and easier to close

• Focusing on content marketing doesn’t mean that traditional lead gen activities end overnight

Speak the right language

If your colleagues don’t buy in:

• Convince them through results

4 kinds of metrics

What should you report?

Does calculating ROI have a ROI?

Calculate your audience value

What’s the value of MY audience?

When measuring the results it…

• Is easier to know if you’re on the right track• Is easier to demonstrate value for the

business• Is easier to get rid of vanity metrics• Feels like you’re earning money for every new

piece of content you publish

Chicken and egg

• How do I know the results before I get started with content marketing?

Find the lowest hanging fruits and demonstrate that it pays off

• Start a pilot project • Underpromise and

overdeliver• Use the pilot as a crowbar

to get more budget• Expand by 1 market /

business line at the time

Time-out: Are we still on track?

• Strategy– Purpose– Business goals– Target audience and persona– Organization and implementation– Content distribution

• Boss is ok• We found a pilot project• We know what to measure

Choose your tactic

What do you eat in Norway for Christmas?

Juleribba-taktikken

1. Create an eBook/guide about a specific topic (din juleribba)

2. Create a gated landing page for your guide.

3. Slice the roast by creating blog posts of small parts of the guide. Include the entire guide as CTA.

4. Create and autoresponder including tips to everyone signing op for the guide. (rib-sandwich)

The mailbox tactic

Any answer is a piece of content

You answer more than 1 person

The mailbox tactic

1. Collect all incoming questions.2. Find out what your customers ask

about the most related to your products.

3. Create a series of blog posts / videos answering the questions.

4. Keep an eye on SEO

Do like Blacksnow

The angler tactic

The Angler tactic

1. Create infographics / videos / calculators or similar.

2. Place on your own website.

3. Spend time ”fishing for links.” Ask relevant sites to use and link to your infographics.

4. The tactic also works for PR outreach.

The curator tactic

The curator has a good taste

• Selecting and serving the best content

• Curated content pays the recognition forward – you build relations.

Curated content adds value

Let’s talk!

• Are you using any of the tactics today?

• Anyone that could work for you tomorrow?

Time for thoughts

Action!

Please write!1. What is the most important learning

from this session?2. What is the next thing you have to

do in your content marketing efforts?

To get content marketing right you need to

• Make sure your boss understands how you content can drive business

• Have a documented content marketing strategy

• Soft launch a pilot project with just one tactic / channel

Thanks for listening!

• www.contentmarketing.dk• www.cmbogen.dk

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