Messaging design for content marketing chapman univ

Move Over Miley, and Let’s Cut Through the Clutter:

Digital Messaging & Content Marketing That Matters

Key Takeaways

The 5 Levels of Content Hierarchy Defining Relevant Content Measuring Success Examples of Websites with Differing Business Models

Chris Marocchi Background

President Klear Strat, LLC and Co-Founder of Creative EvolutionStarted as an unpaid intern at DDB Needham in NYCLast corporate job was VP of Product Management for The UPS Store

The 4 Words of Opportunity

“We Need a Website”

Why in the world do you want a website???There are roughly 200 million active websites in existence on the world wide web today.How on earth are you going to be found?How can you compete with the likes of Google, Amazon and Alibaba?This is your ticket to educate your client about the digital world!

The Dilemma

Many companies suffer from a messaging dilemma.

Website - Business Goal – XDesired Message – XIntended Result – XAudience Analysis – XCompetitive Analysis – XAnalysis of Mediums – X Where do we start??

The Content Marketing Hierarchy

The Foundation – SEO

A strong website SEO foundation will accelerate your efforts in searches by ensuring your web presence has a strong

infrastructure, can be indexed and is identifiable.

Keyword & Competitive Research

• At the core of every organic search strategy are keywords. Coincidentally, at the core of Google’s organic search algorithm is relevance for keywords.

Optimized Content Marketing

• Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information".

Publish, Socialize & Share

Now that you have effective, optimized content that your prospects want, you need to tell them about it.

Measurement & Improvement

In order to improve a content marketing campaign for further execution, not only must you master the previous tiers, but you

must measure, benchmark, tweak and repeat.

Measure the success of your content marketing campaign using the following metrics:•Impressions•Clickthroughs•Conversions•Social shares•Backlinks•Keyword Rank

Tools

Optimizr Tool

3 Keys for Relevance

Marketing Author and Blogger Ann Handley provides 3 keys for content relevance:1. Put the “Why” before the “What”2. Build Your Audience3. Create Content That’s Worth Sharing (What will they thank you for?)

What Experts Are Saying

“Marketers need a thoughtful, planned approach to content, built on telling stories that resonate with consumer needs and attitudes, but yet remain true to the brand’s message.” – Mercedes Cardona, CMO Writer covering 2014 Content Marketing Summit

“A lot of people think they’re putting out stories, but it’s really a lot of junky content,” said Dustee Jenkins, VP of public relations and social media at Target. “We have to tell really great, layered narratives.” - 2014 Content Marketing Summit

What Do You Know That Answers Customers’ Qs

If you're wondering how to make your products seem more exciting online, you're asking the wrong question. “You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: How can we help?”

--Jay Baer, Youtility

Case Study: Luxury Branding

Case Study: High Rank eCommerce

Case Study: Lead Generating

Review

• We’ve covered:– The 5 levels of content hierarchy– Defining Relevant Content– Tools for measuring success– Case studies of website examples

Questions?

Let’s stay connected!

Chris Marocchiwww.linkedin.com/in/chrismarocchi/

[email protected]@klearstrat