UCSC Silicon Valley - Content Marketing Slides

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Advanced Social Media Marke0ng Self-‐Study Slides October 2014

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A few thoughts on (social media marke:ng)

content…..

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Buyer’s Journey: Has Changed

•  70-‐90% of the buyers journey is complete prior to engaging a vendor (Forrester)

•  Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)

•  Consumers are 5x more dependent on content than they were 5 years ago (Nielsen)

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Buyer’s Journey: Content

The 3 most influen:al pieces of content: 1.   Expert Content (Credible 3rd Party) >

especially at onset & Point-‐of-‐Sales (PoS) 2.   Brand Content > the further in sales cycle 3.   User-‐Generated/UGC (Reviews such as

Amazon) > especially PoS

4 Source: Nielsen: Consumers Crave Real Content When Making Purchase Decisions


Buyer Cycle: Past

5 Source: Robin Grant: The purchase funnel is no more.


Buyer Cycle: Present

6 Source: Robin Grant: The purchase funnel is no more; via McKinsey.


What is Social Media-‐Ready Content?

Something for Everybody (to match end user preferences, personali0es & triggers): –  Cater to both visual and verbal learners, e.g. with Infographics & blogs , as well as

videos & podcasts –  Provide numbers, facts, features, as well as emo:onal stories and pictures –  Outline a future vision, as well as provide proof / successes –  Mul:ple lengths & formats, e.g. 140 characters on Twiaer

Targeted to an Audience (need) at a par0cular stage in the buyer cycle: –  Content created to meet an objec:ve, e.g. create awareness, engagement, conversion –  Content may fill knowledge gaps, entertain, invite sharing, or encourage UGC –  Clear call to ac:on. Example: Click here to learn more/download/buy. –  Content matches social plaform’s “culture”, e.g. more emo:onal on Facebook vs.

more factual on LinkedIn –  Co-‐created content, e.g. in TweetChats, Wikis or forums/blogs

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Step 1 Conduct a Marke:ng Content Audit

What content already exists? •  eBooks •  Pictures •  Books digests •  DVDs •  Videos •  Interviews •  Customer quotes / videos •  Website / landing pages •  Newsleaer •  Blogs •  Event/ Announcements: webinars, speaking gigs, workshops •  Event calendar

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Step 2 Brainstorm: Where to find Content?

•  Colleagues / Other Groups •  Create myself •  Target Audience (RT, Share etc.) •  Subscrip:ons (to blogs, NLs, RSS feeds, YT, Slideshare, analyst reports etc.)

•  Google.com/alerts

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Content Brainstorm Cont.

•  Embed video in customer PDFs & PRs •  Create blog posts around videos •  Create Infographics •  Create ques:ons for FB, Twiaer, LI •  Create polls & surveys (engage & learn) •  Vine Videos •  Video collages •  Teaser & long version of videos & stories •  Content for Slideshare (e.g. promote videos w/teasers)

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Tac:cs Develop tac0cs that support your objec0ves

•  Think “integrated marke:ng” (email, social, in-‐person) •  Conduct a content audit & brainstorm on new types of content •  Have a content calendar & pipeline •  Social Media is 1:1 & ad hoc = respond & engage •  Be consistent & post regularly

Ideas: •  Sponsor partner, industry & customer newsleaers •  Write blogs and syndicate them to other sites (partners, earned, paid) •  Find a blog champion, e.g. execu:ve to feed content •  Ghost write (v)blogs & ar:cles •  Promote assets via social at events (use event #Hashtag)

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Cross-‐Marke:ng is the KEY Example: Customer Video

•  Put video on YT. •  Promote on TwiYer (mul:ple :mes with messages that address different pain points/

audiences); promote on Pinterest, FB, LI, G+, Pinterest. •  Promote blog w/video on TwiYer, FB, LI, G+, internal & external communi0es (adjust

message per medium/audience) •  Join a discussion in a LI group that relates to the video topic; post URL. Answer

ques:ons from your target audience; become trusted. •  Syndicate your blog. •  Ask a ques:on / create a poll on FB. •  Place blog in internal & external newsleYer. •  Post a status update with URL on LI. •  Promote post on FB and/or place ad on LI, and/or TwiYer. •  Comment on blogs by your target audience, where applicable include video/blog URL. •  Promote your social channels via email/NL, at trade shows, website etc. •  Give key influencers op:on to blog about your video/story before anybody else. •  Interview an influencer, write a blog about it, create a video and share.

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Content is NOT king. Content in CONTEXT is king.

UCSC Silicon Valley - Content Marketing Slides

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