Content Marketing 201
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nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Content Marketing 201: The Content Mindset Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It
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Transcript of Content Marketing 201
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Content Marketing 201: The Content MindsetWhy Content Marketing Is More Important than Ever and What You and Your Team Can Do About It
Conversation Reminder
@NickWestergaard
Content Is Kind of Big Deal
User Generated Content!
Content Marketing 201
‣ The Content Marketing Landscape
‣ What Makes Great Content
‣ Everyone’s a Publisher (and What That Means)
‣ That’s Cool But It Won’t Work for Us
‣ Planning Your Content Strategy
1
The Content Marketing Landscape
Content Is Fire. Social Media Is Gasoline.
– Jay Baer
Photo via Flickr user DrPete
Photo via Flickr user floeshie
The Age of Interruption Is Over
“– seth godin
“You can’t interrupt or YELL your way to WINNING.”
“– eric schmidt, executive chairman, google
“EVERY TWO DAYS we create as much information as we did from the dawn of civilization to up until 2003.
A Poetic Dynamic
‣ Paid
‣ Owned
‣ Earned
‣ Media
Content by the Numbers
Over 90%of all marketers use content marketing — b2c, b2b, & non-profit sectors!
Source: Content Marketing Institute/MarketingProfs
Effectively Using? Only 44% (B2C)
Effectively Using? Only 41% (B2B)
Effectively Using? 52% (Non-Profit)
Over 50%of content marketers lack a documented content strategy — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
Nearly 70%of content marketers have someone to oversee content marketing — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
Over 41%of content marketers are producing more content than last year — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
B2C Marketers Use About 12 Forms
B2B Marketers Use About 13 Forms
Non-Profits Marketers Use 11 Forms
Brand Awarenesswas the top organizational goal for content in the b2c and b2b sectors while fundraising was top for non-profits
Source: Content Marketing Institute/MarketingProfs
Web Trafficwas the top form of content measurement in the b2c and b2b sectors while increased funding was top for non-profits
Source: Content Marketing Institute/MarketingProfs
Most Plan on Increasing Budgets
24%, 30%, 20%perecent of budget allocated toward content marketing efforts for b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs
Writing & Designare most likely to be outsourced across all sectors — b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs
Top Challenges — B2C
Top Challenges — B2B
Top Challenges — Non-Profit
Content Challenges & Pain Points
‣ Content Strategy
‣ Producing Effective & Engaging Content
‣ Producing Enough
‣ Time
‣ Budget
2
What Makes Great Content?
1. Helpful
Photo via Flickr user gruntzooki
Helpful Content
Short-Form Help
Helping Customers in Six Seconds
Questions Are Currency
Photo via Flickr user Instant Vantage
Photo via Flickr user Anonymous Account
2. Value
Useful
Photo via Flickr user Anonymous
3. Builds Relationships
Photo via Flickr user tim parkinson
Building Relationships
4. Timely
Photo via Flickr user North Charleston
Not Always Digital But Timely
Business Centric & Customer Aware
great content is both
3
Everyone’s a Publisher (So, What Does That Mean?)
Think Like a Publisher
Photo via Flickr user Herkie
Be a Brand Journalist
Photo via Flickr user wishnu.hy
YOU Are a Media Platform
Deadlines Matter
Photo via Flickr user Droid Gingerbread
Just Push Publish
Photo via Flickr user Droid Gingerbread
4
That’s Cool. But That Won’t Work for Us.
#SadTrombone
Photo via Flickr user CarbonNYC
Channel Stuart Smalley
Photo via Flickr user evoo73
“– david b. thomas, salesforce marketing cloud
“The Bs and Cs are
ALL PEOPLE.”
Helping: B2B Edition
Enhancing Lead Gen
Non-Profits Too
5
Planning Your Content Strategy
The 6 Ps of Content Strategy
‣ Purpose
‣ People
‣ Preference
‣ Production
‣ Promotion
‣ Propulsion
People
Photo via Flickr user Fire At Will
Preference
Photo via Flickr user Mavroudis Kostas
Production
Photo via Flickr user Illusive Photography
Promotion
Photo via Flickr user Jamiesrabbits
“– derek halpern, social triggers
“Create content 20% of the time. Spend the other 80% of your time promoting what you created.
Photo via Flickr user C!
Propulsion
Propulsion: Learn to Love the Logos
Photo via Flickr user kdonovangaddy
Make Your Content More Shareable
‣ Ask Them to Share!
‣ Provide Sharing Icons/Options — Numerous
‣ Include Tweetable Passages/Links
‣ Incentivize Sharing — Additional Content, Contest
‣ Measuring Sharing with bit.ly
Create Content Worth Sharing
bottom line: if you want your content shared
Planning the 6 Ps Helps You Plan the Work and …
Need People to Work the Plan
Photo via Flickr user otama
Biggest Mistake
Content Questions?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard
