SMX Sydney 2014 A Practical Content Marketing Framework
Aug 20, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
2
EDMUND PELGEN
ACCOUNTANT SALES GUY
OLD SCHOOL RETAILER MANUFACTURER
HEAD OF SEO AND CONTENT !
DIGITAL MARKETING CONSULTANT ONLINEKICKSTART.COM
3
WHY YOU SHOULD CARE ABOUT THIS
PRESENTATION
4
WHAT I’M GOING TO TALK ABOUT
5
WHY YOU NEED A CONTENT MARKETING FRAMEWORK
#1
6
PRESENT A CONTENT
MARKETING FRAMEWORK
#2
7
MY THOUGHTS ON
USING THE FRAMEWORK
#3
8
!
WHY THE SUDDEN INTEREST IN CONTENT MARKETING?
CONTENT MARKETING IS
SO HOT RIGHT NOW!
9
CONTENT MARKETING IS THE NEW
LINK BUILDING
10
“Content Marketing is the process of creating and distributing valuable & compelling content to attract, acquire and engage a target audience - with the objective of driving profitable customer action.”
NO MENTION OF LINKS IN THE FORMAL DEFINITION
11
50 Experts list Benefits of CM
http://nectafy.com/59-benefits-of-content-marketing/ - with “Content Marketing” excluded
12
CONTENT MARKETING IS MORE THAN JUST A
LINK BUILDING STRATEGY
13
IF WE CAN’T EXPLAIN THE WHAT, WHY AND HOW OF CONTENT MARKETING..
WHAT CONTENT DO I PRODUCE? . WHY SHOULD I PRODUCE IT? .
HOW WILL THAT HELP ME ACHIEVE MY GOALS?
14
WE DO OUR CLIENTS A
DISSERVICE
15
#1 WHY YOU NEED A
CONTENT MARKETING FRAMEWORK
16
“frameworks allow you to teach people how to think, rather than giving them a fish.” Avinash Kaushik
http://www.kaushik.net/
17
A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT APPROACH
#1
18
A FRAMEWORK HELPS
YOU EXPLAIN
WHY THAT APPROACH
#2
19
A FRAMEWORK HELPS
YOU WORK OUT
HOW TO IMPLEMENT
!
#3
20
A FRAMEWORK HELPS
YOU CHOOSE
THE RIGHT SUCCESS METRICS
!
#4
21
A FRAMEWORK HELPS
YOU SELL
CONTENT MARKETING TO CUSTOMERS & WITHIN
YOUR COMPANY
#5
22
A FRAMEWORK HELPS
YOU MANAGE
EXPECTATIONS !
#6
23
A FRAMEWORK HELPS
YOU ACTUALLY
!
!
#7
GET RESULTSDELIVER VALUE
MAKE A DIFFERENCE
24
#2 THE CONTENT MARKETING FRAMEWORK
25
I USE THIS FRAMEWORK EVERY TIME
I TALK CONTENT
DON’T SELL WHAT THEY
DON’T NEED
26
NOPE NOT WHAT I WAS AFTER
27
DON’T GET HUNG UP ON SEMANTICS
CONTENT MARKETING
INBOUND MARKETING
LINK BUILDING
BRANDED CONTENT
IT ALL DOES THE SAME JOB
THREE CONTENT TYPES
28
BUSINESS GOALS
LINK ATTRACTION
CONTENT
CONVERSION CONTENT
TRUST & INFLUENCE CONTENT
EACH HAS A DIFFERENT GOAL
29
CONTENT THAT IS CREATED PRIMARILY TO GET LINKS
LINK ATTRACTION CONTENT
30
CHARACTERISTICS
LINK ATTRACTION CONTENT
• IS PROVEN TO GET LINKS - “FAIL PROOF CONTENT” @POINTBLANKSEO
• HAS INATE “CITABILITY” • TYPICALLY EVERGREEN @JASONACIDRE • BEST TYPES HAVE AN EASILY IDENTIFIABLE
OUTREACH LIST • LINKS ARE ACQUIRED VIA TARGETED OUTREACH • GREAT PLACE TO START FOR BUDGET
CONSCIOUS
31
• QUALITY LINKS ACQUIRED • RANKINGS • ORGANIC TRAFFIC • DOMAIN AUTHORITY • SALES FROM ORGANIC SEARCH
HOW DO YOU MEASURE PERFORMANCE?
LINK ATTRACTION CONTENT
32
EXAMPLESLINK ATTRACTION CONTENT
33
EXAMPLESLINK ATTRACTION CONTENT
34
EXAMPLESLINK ATTRACTION CONTENT
35
WHO DOES THIS WELL?
LINK ATTRACTION CONTENT
36
YOU NEED TO: !
ANALYSE WHAT ALREADY GETS LINKS BUILD BIGGER AND BETTER IDENTIFY OUTREACH TARGETS PROMOTE LIKE CRAZY
LINKS WILL COME…IF YOU BUILD IT
37
HELPS CONVINCE PROSPECTS
THAT YOU ARE THE ONE THEY SHOULD BE DOING
BUSINESS WITH
CONVERSION CONTENT
38
CONVERSION CONTENT
SHOWS YOU
UNDERSTAND THEIR PAIN
OUCHY!
39
CONVERSION CONTENT
SHOWS YOU HAVE
SOLVED THEIR PROBLEM BEFORE
MY SECOND CAST..SIGH!
40
CONVERSION CONTENT
ALLOWS YOU TO DEMONSTRATE
YOUR SOLUTION IS BETTER THAN THE
ALTERNATIVE
IT’S BETTER THAN A STICK
41
ANSWERS THE HARD QUESTIONS
CONVERSION CONTENT
42
CONVERSION CONTENT
• VIEWS • DOWNLOADS • SIGNUPS • TRIALS • INQUIRIES
PERFORMANCE METRICS
• DEMOS • CONSULTATIONS • QUOTES • COUPONS • VIDEOS WATCHED
43
CONVERSION CONTENT
• BLOG POSTS ON PRICE, COST, PROBLEMS
• CASE STUDIES • EBOOKS • TIP SHEETS
!
EXAMPLES?
• CHECKLISTS • WEBINARS • FAQ’S • LIVE DEMOS • PRODUCT
WEBINAR
44
WHO DOES THIS WELL?
CONVERSION CONTENT
45
HELPS BUILD A COMMUNITY OF PEOPLE WHO KNOW,
LIKE AND TRUST YOU..SO YOU HAVE MORE INFLUENCE
WITH THAT COMMUNITY
TRUST & INFLUENCE CONTENT
46
“TRUST - IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH OR ABILITY OF SOMEONE”
TRUST ME! I GOT THIS
47
I GOT YOU LAST TIME. I’LL GET
YOU AGAINGIVE FREELY
BE TRANSPARENT
TELL THE TRUTH
KEEP YOUR WORD
HOW DO YOU BUILD TRUST?
48
“INFLUENCE - IS THE ABILITY TO AFFECT IDEAS AND ACTIONS”
THESE ARE TOTALLY NOT THE DROIDS!
49
RECIPROCITY COMMITMENT & CONSISTENCY SOCIAL PROOF
LIKING AUTHORITY SCARCITY
CIALDINI'S SIX PRINCIPLES OF INFLUENCE
50
http://www.slideshare.net/randfish/why-content-marketing-fails
51
YOU GET PRESS MENTIONS AUTHORITY BRAND VISIBILITY SOCIAL VISIBILITY NOTORIETY LINKS
52
BUT IMPACT IS HARDER TO MEASURE
BLOG OUTPUT AUDIENCE GROWTH SOCIAL AUDIENCE REACH RETWEETS & RE SHARES ADD YOUR OWN…
53
SET ANDMANAGEEXPECTATIONS
54
WHO DOES THIS WELL?
TRUST & INFLUENCE CONTENT
55
#3 SOME THOUGHTS
WHEN USING THE
FRAMEWORK
HERE IS THE FRAMEWORK
56
BUSINESS GOALS
LINK ATTRACTION
CONTENT
CONVERSION CONTENT
TRUST & INFLUENCE CONTENT
AGAIN - USE IT..
USE IT TO TALK ABOUT..
57
BUDGET
RESOURCES
PERFORMANCE
BUSINESS GOALS
TIMEFRAMES
EDUCATE CLIENTS ABOUT INVESTMENT & TIME TO IMPACT
58
LOW
SHORT
INV
ES
TM
EN
T I
N $
, TIM
E
TIME FRAME LONG
HIGH
LINK ATTRACTION
CONTENT
CONVERSIONCONTENT
TRUST & INFLUENCE CONTENT
NEEDS MORE MANAGEMENT
BUY IN AND PARTICIPATION
GET EASY WINS ON THE BOARD
59
1 2 3 4 5
#1 LINK ATTRACTION CONTENT
INCREASED RANKINGS, TRAFFIC, SALES
#2 CONVERSION CONTENT
#3 TRUST & INFLUENCE CONTENT
INCREASED LEADS, INQUIRIES & CONVERSIONS
INCREASED PRESS, SHARES, LINKS, INDUSTRY AUTHORITY, BRAND VISIBILITY
INVESTMENT & IMPACT
61
LOW
SHORT
INV
ES
TM
EN
T I
N $
, TIM
E
TIME FRAME LONG
HIGH
LINK ATTRACTION
CONTENT
CONVERSIONCONTENT
TRUST & INFLUENCE CONTENT
NEEDS MORE MANAGEMENT
BUY IN AND PARTICIPATION
INVESTMENT & IMPACT
62
LOW
SHORT
INV
ES
TM
EN
T I
N $
, TIM
E
TIME FRAME LONG
HIGH
LINK ATTRACTION
CONTENT
CONVERSIONCONTENT
TRUST & INFLUENCE CONTENT
NEEDS MORE MANAGEMENT
BUY IN AND PARTICIPATION
Related Documents
