4Building Your

Content Machine

How to Create a Content Machine

Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”

Let’s face it, being successful with content marketing is really hard.

That’s why there is so much Content CRAP out there.

That’s why there is so much Content CRAP out there.

Check out the full slideshare:

http://slidesha.re/1fgaiT8

The majority of the content being published gets no love at all

The majority of the content being published gets no love at all

Even though we give them every option available to share

that content

It’s only going to get more competitive.

"54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)

Download >> “The Life of a Remarkable Piece of Content” <<

Some brands are doing amazing

content.

So how do you create a winning content marketing blueprint?

And help your company generate a lot more traffic and leads

What about if we just gave you a complete Content Marketing Blueprint?

LET’S GET STARTED.

1Getting Buy In

All great Content Marketing plans start with getting people bought into your vision

All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.

1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.

2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.

2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue. Know the metrics

your boss really cares about

http://bit.ly/1k3cqDC

3. Give high level details on the strategy that will solve all key challenges. Remember your audience.

4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.

5. Know the trends in the market. Include key stats in your presentation to back up your points.

“B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source (http://bit.ly/1h79fpQ)

"Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources" - source (http://bit.ly/1h7bcT0)

"The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)

1Getting Buy In 2Planning

MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess

Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO

Everything starts with your buyer persona

To create buyer personas for your company you need to know

What questions do you need to ask? What information are you looking for?

1. Assumptions (Needs)

(5-20 mins) – Everyone in the group writes down goal, activity, need, problem for

that user. “User needs marketing

software that allows her to create landing pages without

help from I.T”

Affinity Mapping

Group Validate

s

2. Assumptions (Attributes)

(5-20 mins) on attributes of the different user groupins.

“Marketing Directors of SMBs

who need to grow leads by 50% this year”

Group Validate

s

3. Data Gathering Gather data to prove or

disprove assumptions made so far.

“Internal sales team top

answer on prospects challenges is lack of I.T help with marketing campaigns”

Brainstorm 7 to 10 people

Interview Prospects

& Customers

Write Personas

(500 – 700)

Find a Photo

Test

Where do you get that information from? How can you use that information to create your buyer personas?

You can now start brainstorming content ideas for your different buyer personas.

•  Google Trends

•  Bottlenose

•  SocialCrawlytics

•  SEOGadget’s Content Ideas Generator

•  Quora

•  HubSpot Social Inbox

Make use of tools to help you brainstorm what content is right for your buyer personas.

•  Google Keyword Planner

•  Google Analytics

•  Google Suggest

•  UberSuggest

•  HubSpot Keyword Tool

Keyword Planner

UberSuggest

LSI Keywords

Google Trends

Bottlenose

SEOGadget Content Idea

Generator

SocialCrawlyti

cs

50eur

Internal Ideas

Content Swipe File

http://offers.hubspot.com/the-little-book-of-remarkable-ideas

Create an Editorial Calendar

Create an Editorial Calendar

Can do this using Google Calendars.

Create an Editorial Calendar

Create an Editorial Calendar

Get this template http://bit.ly/1ohj2Lt

Awareness

Evaluation

Purchase

What content ideas are a good fit for your buyer personas in the awareness stage?

What content ideas are a good fit for your buyer personas in the evaluation stage?

Map those content ideas across your funnel to make sure you have the right content for each stage.

3Publishing

HOW CAN YOU BE A PUBLISHER FOR YOUR MARKET?.

Blog & eBooks Tools Photos Videos & Podcasts Presentations

CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.

increase in web traffic

Generates Social PR

generates Inbound

links

generates leads

creates sales

THESE ASSETS WILL CREATE REAL VALUE

Vs 70%

of our blog leads are from OLD articles

ASSETS MEAN YOU OWN YOUR MARKETING

Know what content blocks are the best ones for your goals. Each of them have different values.

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curating Content

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Teach people how to do something

Trend for “how to”

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Close

Recycle

4Promotion

THE POSSIBLE EYEBALLS YOU CAN GENERATE.

Content

Distribution Channels

Available Audience

Engagement (CTR)

Engaged Audience

Blog 10,000 6% 3000

Email 10,000 3% 300

Facebook 8000 2.5% 200

Twitter 1000 0.5% 5

CREATE A CONVERSION PATH FROM YOUR BLOG.

CALL TO ACTION

LANDING PAGE

PROMOTE TO YOUR LIST

PROMOTE THROUGH YOUR SOCIAL CHANNELS.

Get Buy In

•  Key Challenges

•  Talk Business Metrics

•  Overview of Tactics

•  Competitor Envy

•  Know Market Trends

YOUR CONTENT MARKETING BLUEPRINT.

Get Buy In

Planning

•  Creating Your Buyer Personas

•  Brainstorming Ideas

•  Create an Editorial Calendar

•  Key Challenges

•  Talk Business Metrics

•  Overview of Tactics

•  Competitor Envy

•  Know Market Trends

YOUR CONTENT MARKETING BLUEPRINT.

Getting Buy In Planning Publishing

•  Key Challenges

•  Talk Business Metrics

•  Overview of Tactics

•  Competitor Envy

•  Know Market Trends

•  Creating Your Buyer Personas

•  Brainstorming Ideas

•  Create an Editorial Calendar

•  Use Evernote to Collaborate with Team

•  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)

•  Content Marketing Hacks

•  Editorial Checklist

YOUR CONTENT MARKETING BLUEPRINT.

79

Getting Buy In Promotion Planning Publishing

•  Key Challenges

•  Talk Business Metrics

•  Overview of Tactics

•  Competitor Envy

•  Know Market Trends

•  Creating Your Buyer Personas

•  Brainstorming Ideas

•  Create an Editorial Calendar

•  Use Evernote to Collaborate with Team

•  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)

•  Content Marketing Hacks

•  Editorial Checklist

•  Paid Social

•  Outreach

•  Conversion paths

YOUR CONTENT MARKETING BLUEPRINT.

Content Marketing Blueprint.

<< Download Now >>

GET YOUR OWN

THANK YOU!