CONTENT MARKETING Jenni Beattie APRIL 28, 2016.

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Presentation transcript:

CONTENT MARKETING Jenni Beattie APRIL 28, 2016

MY STORY

YOUR STORY Your true north is growth

CONTENT MARKETING FOR CUSTOMER ACQUISITION

GOOD NEWS Source: Neil Patel

BAD NEWS

CONTENT STRATEGY 101 Key Objectives Key Personas Online Listening / focus groups Customer Journey and Relevant Content Relevant Channels Content Types (curated, user generated, branded) Content Genres (brand, inspiration, informational) Metrics A Content marketing strategy is a statement of your business needs, your customers’ needs, and a roadmap for how to use content to connect them.

Customer Stage and Content Planning Content Type Disseminated on Social Media Imagining /Awareness Targetted advertising on Facebook, Instagram, Google Adwords and Twitter, Sponsored Facebook posts, Media interviews/stories, media releases, Native Advertising (Outbrain) Listening/ Consideration/Educate Educational webinars, Videos, blog posts, Retargeting, Checklists, live Q &A on Facebook and Twitter, Infographic Retargeting, Ebooks Asking/Selecting/Convince Case Studies Retargeting Blog posts (outreach via other sites) Periscope Twitter QandA (Livestreaming) Reflection (advocacy) Buyer Videos (user generated content) Reviews and testimonials

KEY TIPS Create the need for your product / Need to sell the need (and overcome the barriers) Position your organisation as an expert/authority (blog, video, guest blog, comment…) Influencer list creation Power of a hashtag Testing – SoBadSoGood – success story Headlines, audit your social media platforms for best times to post, different types of content Create compelling content then spend more time on distributing the content than creating it Video (short form/long form/ a series) Show Social Proof Embedded rewards in your product to motivate users to spread the word Building Viral Loops into your product – think Skype,

TOOLS Content Creation: Stencil, Canva, Slidely, Animoto, Insta range of apps) Portent (content ideas) Google Keyword Research, Coschedule Headline Analyzer, Content Curation: Feedly, BuzzSumo http://www.curata.com/blog/content-curation-tools-the-ultimate-list/ Metrics: Iconosquare (Instagram), SocialBro/Audiences (Twitter) Insights (Facebook) Google Analytics, Unbounce (test landing pages) Content Templates: The Content Marketing Institute Ahrefs – backlinks https://www.searchenginejournal.com/steal-competitors-search-traffic-using-ahrefs/153265/ More: https://blog.kissmetrics.com/35-growth-hacking-tools/

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