Winning With Content: From Creation to Distribution + #WinningWithContent
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Winning With Content: From Creation to Distribution
+
#WinningWithContent
Agenda● Part 1: Content Creation
○ Intro○ A Funnel-First Approach○ Tips and Tricks for Content Creation○ Common Pitfalls of B2B Content
● Part 2: Content Distribution○ Intro / Plan of Attack○ Channel○ Audience Refinement○ Putting Distribution into Action
● Part 3: Q&A#WinningWithContent
Juliana NicholsonMarketing Manager
You can find me at:
@jb_nicholson
#WinningWithContent
Inbar YagurSr. Manager, Creative Strategy
You can find me at:
@content_fairy
#WinningWithContent
YOU HAVE SEEN US BEFOREEnabling people to discover content at that moment when they are most likely to engage
#WinningWithContent
CUT THROUGH THE CLUTTER
#WinningWithContent
Broader is not better Everybody else is doing it, so why should you?
Specificity ensures a quality and qualified user
Innovate, don’t imitate
PEOPLE ARE PEOPLE
#WinningWithContent
A FUNNEL-FIRST APPROACH TO CONTENT
Create content that fits your goal instead of forcing goals
on your content
Reverse engineer a content strategy that’s in-line with your user’s
needs
Be engaging and transparent about your
goals, and users will stick around.
#WinningWithContent
DISCOVER NEW AUDIENCES BY EMPOWERINGTHEM TO DISCOVER YOU
Target audience for a small web design firm
SMALL BUSINESS OWNERS
ANYONE ELSE WHO HAS A WEBSITE AND WANTS TO MAKE IT LOOK GOOD.
#WinningWithContent
Funnel-first content: 4 BASIC QUESTIONS
WHAT IS THE ACTION YOU WANT THE USER TO TAKE?
WHO IS THE USER YOU WOULD LIKE TO TAKE THAT ACTION?
WHAT KIND OF CONTENT WOULD BE RELEVANT TO THAT USER?
WHAT “REWARD” CAN YOU GIVE THE USER IN EXCHANGE FOR THAT ACTION?
#WinningWithContent
Creating Content That Fits Your FunnelKNOW YOUR PRODUCT AND ITS AUDIENCE
10 Tips to Impress on a First Date
8 Reasons to Try Online Dating
#WinningWithContent
Make it readable
Focus on a single KPI
Don’t hide your call-to-action
Gamify your content whenever possible
LANDING PAGE TIPS AND TRICKS
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MAKE IT READABLE
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CTAs That Work:TEXT AND A BUTTON
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CTAs That Work:
INTEGRATED FORM FIELDS
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Winning With Content
Common CTA Mistake:
RELYING ON THERIGHT RAIL
#WinningWithContent
Winning With Content
Common CTA Mistake:
LOOKS LIKE A BANNER
#WinningWithContent
GAMIFICATION WORKS!
Interaction keeps people engaged over time. Once they’ve started investing time, they’ll be more likely to see it through
#WinningWithContent
SINGLE STEP PER SCREEN ALLOWS FOR LESS INTIMIDATING USER EXPERIENCE.
#WinningWithContent
#WinningWithContent
OTHER TIPS AND TRICKS
Cookie your users so they come back
Give users something in return
Put yourself in the user’s shoes
#WinningWithContent
COMMON PITFALLS
Ignoring mobile.
Too broad - B2C content for B2B goals.
Newsletter sign ups as a KPI
Assuming the user knows who you are
Not telling the user “why”
#WinningWithContent
Content Distribution
#WinningWithContent
Risks
Presenting an inconsistent brand
Wasting resources
Frustrating prospects or customers
Amplifying your reach
Creating more natural experiences
Eliciting greater engagement
Testing and optimizing
Rewards
#WinningWithContent
A Timeline of Platform Growth
Blogging Begins
AIM
Google Search
Netflix
MySpace
Friendster
YouTube Tumblr
Flikr
Buzzfeed
SnapChat
VineApple Watch
Apple iPhone 3G
Google Buzz
Facebook Buys
InstagramAlexa
1997
1998
1999
2002
2003
2004
2005
2006
2007
2008
2010
2011
2012
2013
2014
2015
#WinningWithContent
RIP...
#WinningWithContent
Content Distribution Methodology
Choose Your Channels
Refine By Audience
Map Out
a Plan
Publish! Measure Refine
1 2 3
4 5 6
#WinningWithContent
Mobile is not a
channel.
#WinningWithContent
Choose Your Channels
#WinningWithContent
EngagementPublishing
#WinningWithContent
Define Your Purpose
Publishing
● The channel holds the content ● Content can take many forms
○ Text○ Images○ Videos○ Podcasts
● Different content will also have different purposes — whether to entertain, educate, or inform
A publishing channel is where the visitor is consuming the content.
Main Publishing Channels
Internal
Website
Blog
Ebooks
White Papers
Academies
Micro-sites
Podcasts
External
YouTube
Medium
Press Releases
Guest Blogging
SlideShare
Facebook*
Goals, Metrics and Best Practices
Earn trust
Brand awareness
Educate
Generate traffic
Become an authority
Engagement (secondary goal)
Time on page
SEO keyword rankings
Traffic
Sources analysis
Optimize with on-page SEO
Promote via engagement channels
Test video
Create overlap
Mix owned and earned
Engagement
● Provided the framework where people can interact
● Serve as a distribution and promotion channel for content and the company
● Can amplify publishing channels
An engagement channel is where the visitor is taking an action.
Main Engagement Channels
Internal
Website
Forums
Chat
Landing Pages
Academies
Newsletter
External
Social Media
PPC
Quora
Content Discovery
User Reviews
Affiliate
Goals, Metrics and Best Practices
Get audience to share with others
Elicit a conversation
Perform an action
Conversions
Clicks / CTR
CPA / CPC
Match to the funnel stage
Target / Re-target
Be explicit
A/B test
Crossover is more commonThan ever
Refine By Audience
Define Your Audience
● What are their demographics?● How do they engage? ● How much time do they spend with content?● When are they online? ● What do they find credible?
Landscaper Larry
Podcast
Sponsored Content on Industry Sites
Facebook Ads Linking to Tutorial Videos
Security Scott
LinkedIn Post
Customer Reviews
Reddit AMA
Map Out a Distribution Plan
Pairing Publishing and Engagement
PRIMARY PUBLISHING CHANNEL
SECONDARY PUBLISHING CHANNEL
ENGAGEMENT CHANNELS
Ebook: How to Select a Landscaping Plan that
Works for You
Blog Post: New Ebook: How to Select a Landscaping Plan that Works for You
Blog Post: What Your Shrubbery Says About You
YouTube Video: 10 Tips to Help You Improve Your Lawn
Medium Post: To Fertilize or Not?
Email: Make Your HQ More Visually Appealing
Facebook Post: Check out our latest ebook on shrubbery management.
Google Ad Words: Residential Landscaping Resources
Instagram: Want a #lawn like this? Check out our new ebook.
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Pairing Publishing and Engagement
Be conscious of:
● Consistency ● Format● Target Audience● Length/Intensity ● Purpose
ACTION ENGAGEMENT CHANNEL
Landing Page: Request a Demo
Start a Trial Tutorial
On-site Sales Chat Bot
Google Ads
Facebook Ads
Twitter Campaign
Email Promotion
Sam
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Thanks!Any questions?
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