How I Actually do content marketing Liz Bedor Senior Content Marketing Manager Bluecore
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How I Actuallydo content marketing
Liz BedorSenior Content Marketing ManagerBluecore
A little bit about me…
A little bit about me…
A little bit about me…
A little bit about me…
A little bit about me…
Why are we talking about this?
“How I Actuallydo content marketing”
Why are we talking about this?
Content Marketing Theory
Why are we talking about this?
Content Marketing Theory Content Marketing Reality
Agenda –content marketing building blocks
FoundationDestinationTeamEditorialCustomer JourneyDistributionMeasurement
First + Foremost: Your job is less about net-new creation and more about Curating knowledge and information and packaging it in a consumable and meaningful way
Foundation
What’s the mission?Who is the audience?What’s our current state?What’s the business case?
Help eCommerce marketers run powerful email marketing programs to drive incremental revenue for their business.
The mission –why are you doing this in the first place?
Audience –Who are you creating content for?
Director Deanna Innovative Izzy Casual Carl Email Eric
Current state –Audit what exists
Current state –Surface hidden content!
Current state –Surface hidden content!
Current state –Surface hidden content!
Business case + KPIs –choose what you actually care about
BrandAwareness
BrandHealth Conversions Customer
Retention
New Organic Traffic
Social Following
Repeat Organic Traffic
Social Engagement
Time on Site
Pages Viewed
Content Downloads
Prospect Subscribers
Cost Per Lead
Customer Subscribers
Customer Retention
Customer CLV
Destination
BrandingDesign
Branding
Branding
Design
Notobsessedwiththecarousal
Alsoworkingonthis
Design
Team
InternalExternal
Internal
Content Marketer(ME!) Designer
Demand Gen
Customer SuccessThought-Leader
DataScientist
Dedicated Resource Shared Resources I Bother to Help Me
External
Content Marketer(ME!) Freelancer Developer
Dedicated Resource Resources I Pay to Help Me (So They Like Me More)
Editorial
StructureTopicsTypesCadence
Structure + TOpics
How-To
Tacticalbestpractices
Inspiration
Reallifeexamplesofprograms
Strategy
"Thoughtleadership"
Trends
eCommerceorConsumertrends
BluecoreNews
AnythingsuperBluecore-centric
Sample content that falls under this
How-To Inspiration Strategy Trends BluecoreNews
What proprietary data does your company have?
(hint: these all also happen to map to our personas)
How-To Inspiration Strategy Trends BluecoreNews
Recruiting
Types –big believer in big rock content!
Types –big believer in big rock content!
Cadence
1 – 2 “big rock” pieces of content per quarter1 blog post per weekAnything more than that is a cherry on top!
Look for content you can repurpose
Thought-Leader
Look for content you can repurpose
Thought-Leader
Look for content you can repurpose
ClientQBRrecommendations
Customer Success
Look for content you can repurpose
ClientQBRrecommendations
Customer Success
Customer Journey
Content by stage
Our structure also somewhat maps to Buyer stage
How-To Inspiration Strategy Trends
Brand Awareness + Customer Retention Brand Health + Conversions
“Man, Bluecore is super helpful!” “Woah these guys are also really smart!”
We’re Beginning to think and build content by journey
Take Price Drop Triggered Emails as a Topic:1. What is a Price Drop triggered email and why should you care?2. How [insert retailer name here] does price drop triggered emails3. Price Drop triggered email best practices4. When is the right time to add the Price Drop triggered email to your
strategy?5. How to convince your boss you need Price Drop triggered emails
Distribution
PaidOwned
Paid
FacebookTwitterLinkedInAdWordsDMNews (this was terrible… don’t do it)ReallyGoodEmails.comLizbedor.com*MarketingInsiderGroup.com****All in all we spend about $15k per quarter***
Owned
FacebookTwitterLinkedInBluecore.comCustomer + Prospect newsletter
Don’t forget to distribute internally!
Tools + Measurement
ToolsTransparencyGoals
Content marketing is not a one and done effort. You must always analyze your data to continuously optimize and influence your editorial strategy.
Function ToolEmailDistribution Pardot
LeadTracking Salesforce
ContentHosting Wordpress
SEO Conductor
SocialMediaPublishing Twittimer
Analytics GoogleAnalytics
EditorialPlanning GoogleCalendar
Enlist the right tools for the right functions to help you record
Find solutions that offer transparency
Salesforce Dashboard shows gated content downloads + blog subscriptions by month and quarter
Google Calendar gives internal teams visibility to editorial + distribution planning
Things that were unexpectedly hard
SEO – building custom SEO-driven landing pagesGetting a newsletter off the ground/demand gen in generalUnderstanding the audienceWriting so much on your own
Tips + Resources
Start with tactical and work your way up to thought-leadershipA lot of content that is relevant for your customers is relevant for your prospects tooLook outside your industry for inspirationReuse and repurpose everything you can!!Borrow authority + knowledgeAttend industry events, especially if you’re in a new industry
Questions?
Thank you
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