R & D your Content Marketing
Webinar for Association of Commercial Professionals-Life
Sciences
Ahava LeibtagPresident
Aha Media Group
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Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces of
content• Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published
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Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.
--The Altimeter Group (2013)
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Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
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To build an audience of 50 million
58 years
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To build an audience of 50 million
58 years
14 years
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To build an audience of 50 million
58 years
14 years
4 years
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To build an audience of 50 million
58 years
14 years
4 years
3.6 years
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To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
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SO WHAT WORKS?
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FILL A VOID
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AND DO IT BETTER THAN OTHERS.
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PEOPLE LOVE TO ENGAGE.
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It gives them a sense of belonging.
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Today• What is content?• Why do we have such a hard time
with content?• Defining content marketing• 5 Rules You Can Use: Can we be
better content marketers and how?
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CONTENT IS A CONVERSATION.
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TO WHOM ARE WE TALKING?
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WHO ARE WE?
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CONTENT REVEALS TO THE WORLD WHO WE
ARE.
Content must:• Align with business objectives• Support users in accomplishing tasks
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Business Goals
User Tasks
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Business Goals User Tasks
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Business Goals User Tasks
The Sweet Spot
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CONTENT IS THE CONVERSATION THAT
FUELS THE SALES PROCESS.
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Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• Emails/Contacts: Not yet leads, just have entered the funnel
• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
• Prospect: Qualified but are not ready to buy (decision makers?)
• Lead: Prospects that show enough behavioral engagement that we want to call them
• Sales lead: Qualified by sales• Opportunity: Part of the active
pipeline• Customer: They have bought an
solution• Upsell and retain: Keep them
buying
Sales Funnel
Marketing
Sales
Nurturing Database
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Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
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Goals of content marketing
1. Attract: Create content that will draw prospects like bees to a blossoming flower
2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
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#1: Attract
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#1: Attract
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#2: Acquire
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#3: Engage or Connect
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#3: Engage or Connect
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#3: Engage or Connect
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#4: Drive Profitable Action
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Content marketing allows you to sustain the conversation.
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Content Marketing Stats• Content marketers’ top priorities were found to be
driving leads and engaging buyers• 71% of marketers are increasing spend on
content marketing in 2014• 85% of marketers saw an increase in awareness
building as a result of content marketing• 76% of marketers saw an increase in buyer
engagement as a result of content marketing
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5 RULES FOR CONTENT MARKETING THAT CONVERTS
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Rule #1: Know the Difference Between Information and
Delivery
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Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
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VS.(DON’T GET CONFUSED)
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Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
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Rule #2: Collaborate on Content
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PRITUX
Executive LeadershipMarketing
Customer RelationsVisual
Design
Sales
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Podcasts
Databases
InfographicsImages Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
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You need a lot of people.With a lot of talents.
In different areas.
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Rule #3: Prune your Pumpkins
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Content Marketing Impact
• 74% of marketers saw an increase in SEO/web traffic resulting from content marketing
• Over 61% of marketers saw an increase in lead quality and quantity due to content marketing
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Rule #4: Follow the Rule
of 4
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For every piece of content:
1. Text2. Audio3. Image4. Video
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Rule #5: Use the 5 Step Methodology
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How do we want our brand to be perceived in this conversation?
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External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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#1Personas =
To whom are we speaking?
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Audience Research• Customer research• Interactive Data• Ethnographic Studies
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#2Identity Pillars =
Who are we?
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Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that
perception?
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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#3Messaging Architecture= What are we trying to say?
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Messaging Architecture• How do our identity pillars map from
a business and patient/family perspective?
• How are we representing those ideas?
• What are our messages that reinforce the identity pillars?
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
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#4Voice and Tone= How do we say it?
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Define Voice
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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Come here right now.
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Define Tone
Yes: Sound like <example>
No!: Sounds like <example>
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#5Editorial Calendar=
When and where do we say it?
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5 Rules Review1. Know the difference between
content format and delivery2. Collaborate on content3. Prune your pumpkins4. Follow the Rule of 45. Use the 5-step methodology
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Who said?“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”
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Questions?Ahava LeibtagAha Media Group, [email protected]
@ahavaL @ ahavaleibtag
THANK YOU!
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