Content is King (ReadyTalk Webinar Series)
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This document discusses developing a content strategy and mapping content. It begins with some statistics showing that people spend a significant amount of time online and expect companies to have an online presence. It then discusses how Prego developed multiple pasta sauce varieties to meet different customer preferences. This shows how understanding audiences is important. The presentation then defines content as the packaging of a concept in a format for a target audience. It provides examples of different types of content and discusses how content supports marketing objectives and drives information flow between companies and consumers.
Content is King (ReadyTalk Webinar Series)
- 1. Content is King: Developing a Content Strategy Map it, create it, distribute it, optimize it!
- 2. Housekeeping … to Get the Slides 1 Request a 1-on-1 lab online Follow the BusinessOnLine Social Media team on Twitter at: http://www.businessol.com/labs @BOLSocial if Tweeting about this session, 2 Recorded presentation & slides will please use this hashtag: be sent via email following the event #contentmarketing 3 Become a Fan of BusinessOnLine at: www.facebook.com/BOLOptimized #contentmarketing @bolsocial
- 3. Who is Michael Weisfeld? Dir. of Social Media & Senior Web Strategist for BusinessOnLine Building Websites & Strategies since 2002 Areas of Web Expertise: Strategy Social Media Search Engine Marketing Usability Business Analyst @mrweisfeld Background in “Big 5” Management Consulting #contentmarketing @bolsocial
- 4. Poll: Do you have a content strategy? #contentmarketing @bolsocial
- 5. For everyone who answered yes, I hope this is not what your content library looks like. #contentmarketing @bolsocial
- 6. Agenda: Developing a Content Marketing Strategy Review: stats & trends Define: what is content Present: QUESTIONS ??? please Map It submit questions during the Create It webinar. We will attempt to Distribute It answer or address at the end Optimize It ... there will be time. Conclusion #contentmarketing @bolsocial
- 7. Stats Behind the Proverb WHY IS CONTENT KING ANYWAY?
- 8. Information Super Subway #contentmarketing @bolsocial
- 9. Lots of people Image of people transitioning to crowd over same area… 1Billion Internet users worldwide with Source: Cone, Inc. 16.2% of the users from the United States #contentmarketing @bolsocial
- 10. State of the Internet 2009 Your target audience is online Source: http://www.ekaterinawalter.com/wp-content/uploads/2010/03/State_of_The_Internet.jpg #contentmarketing @bolsocial
- 11. of a typical US adult’s time spent on all media is spent online (TV, radio, newspapers, % magazines, online) Source: eMarketer
- 12. 93% of Americans expect Source: Cone, Inc. companies to have a presence in Social Media #contentmarketing @bolsocial
- 13. Law of Supply & Demand Applies Micro Economies of Attention Micro Economies of Search Three Demand Curve for Content Demand Curve for Queries #contentmarketing @bolsocial
- 14. Learnings From a Famous Psychophysicist DEVELOPING A STRATEGY
- 15. Pasta Sauce Strategy Decades Ago #contentmarketing @bolsocial
- 16. Psychophysics Applied to Prego? Howard Moskowitz is President and CEO of Moskowitz Jacobs Inc. well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. #contentmarketing @bolsocial
- 17. Pasta Sauce Strategy Now Marketing Insight: It turns out that people's preferences fell into one of three broad groups: Plain Spicy Extra-chunky #contentmarketing @bolsocial
- 18. Food Industry Revolution? 70 60 50 40 30 20 “Prego spaghetti sauces 10 eventually become the number one best selling 0 new dry grocery product 85 90 95 00 05 08 of the decade” 19 19 19 20 20 20 Prego Not actual data (dramatization purposes only)
- 20. Lessons Learned Consider the “Situational Interest” How ready to buy is this person? What role does this person play compared to his/her colleagues? How interested is this person? What type of message best resonates with this person? What information about this person would be useful to obtain? Resource: http://www.businessol.com/resources /articles/are-you-staring-at-this-title- youre-interested-want-to-know-why #contentmarketing @bolsocial
- 21. Concept + Medium = Content WHAT IS CONTENT?
- 22. The Concept Meaning Message Idea Perspective Facts Emotion Experience Fiction #contentmarketing @bolsocial
- 23. The Format Text Picture Video Table Chart Facts #contentmarketing @bolsocial
- 24. So, What is Content? The packaging of a concept in a format that is intended to reach and be valued by a target audience. #contentmarketing @bolsocial
- 25. Examples of Content • Photos Tip: try various types of content • Videos Interactive • Games and measure fan interaction • Animation • Music • Forms Transactional • Online Applications • Contests • Reward Programs • Facts • Figures • Testimonials Informative • Data Personal • Stories • Knowledge • Comments • Statistics • Questions • Widgets • Badges #contentmarketing @bolsocial
- 27. In Just 14 Years, We’ve Created… 150 billion web pages archived since 1996 Source: http://www.archive.org #contentmarketing @bolsocial
- 28. User Generated Content (UGC)… 5 million tweets The average number of Tweets per day on Twitter.com alone Source: MarketingProfs, LLC 1 billion posts Number of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09 13 hours every minute Hours of video is uploaded to YouTube Source: youtube.com #contentmarketing @bolsocial
- 29. Digital Representation WHAT DOES CONTENT DO?
- 30. Content Supports Marketing Marketing Objectives • Drive Traffic • Build Product Awareness • Newsletters • Create Interest & Demand • Special Events • Reinforce Brand Loyalty • Sponsorships • Provide Information • Promotions & Contests Marketing Tactics • Drive Leads • Employee Relations • Increase Revenue • Community Philanthropy • Media Relations • Media Tours Strategies • Traditional Media • Speaking Engagements #contentmarketing @bolsocial
- 31. Content Drive the Flow of Information Interaction and facilitation of three-way conversations: Consumers 1 company to consumers Social Media 2 consumers to consumers 3 consumers to company Consumers Company #contentmarketing @bolsocial
- 33. Understanding Online User Needs, Behaviors, & Patterns MAP IT
- 34. AIDAEA Model for Online Marketing Phase Goals a Search Engine Marketing, Advertising, Off-line i Campaigns, Word-of- Mouth Visit Website and Browse e.g. 80% Beyond 2 min, Returning e.g. 40% d Visitor Call to Action, Engagement e.g. 30% a Interaction, Visit Blog, On- Site Search e.g. 20% e Login, Purchase, Contact, Chat, Watch, Comment, Submit Form, e.g. 10% a Other Activities Promote, Publish, Bookmark, Post, 34 #contentmarketing @bolsocial
- 35. Types of Purchases Low Risk / High Volume High Risk / Low Volume Risk Repeat Repeat Modified Blank Slate Purchases These are the These are purchases that These are the riskiest things you buy all are made repeatedly over purchase scenarios. Risk the time, where time, but due to the increases when you changes in what changing nature of the purchase something and Definition you’re purchasing product or service, periodic have no are minimal. evaluations are required to prior experience in the make sure the preferred product or service alternative is still best category. matched to the need. Example Brand new technologies, major capital Computers, software, phone systems and Supplies and raw materials expenditures (buildings or equipment) s other technology purchases are fall into this category. or a new service specific to one examples. circumstance #contentmarketing @bolsocial
- 36. Types of Conversions Low Risk / High Volume High Risk / Low Volume Value Repeat Purchases Repeat Modified Blank Slate These are products The products represent These are the HIGHEST purchased in mass by an UPGRADE or value products for the the install-base enhancement to an business. Users who customers. The value install-base customer. engage based on interest Definition to the business from Additionally, products in in this category represent these products is this category include a high lifetime-value realized by selling SERVICE customer. LARGE QUANTITIES. AGREEMENTS. Example Brand new technologies, major capital Computers, software, phone Supplies and raw materials fall expenditures (buildings or equipment) s systems and other technology into this category. or a new service specific to one purchases are examples. circumstance #contentmarketing @bolsocial
- 37. Identify Target Personas Source: Molecular #contentmarketing @bolsocial
- 38. Messaging and Tone Michael Susan Bill Messaging Quality Knowledgeable Financing Support, support, Quality Value support Components & Comparison Long term value parts Comfort Relaxation Full-Service Tone Her best friend A professor who is An assistant who who is holding her an expert & helps him make hand credible better decisions #contentmarketing @bolsocial
- 39. Capture “Situational Interest” First Visit / Anonymous User Activity Repeat Visit / Authenticated User 1 Activity 3 Authenticated Customer Activity Activity Activity 5 Activity 6 2 4 #contentmarketing @bolsocial
- 40. Determine the User Path SEO Land on video URL to about the product eCommerce store Link to read PDF Completes Search for widget about product purchase Social Media Watch Video on Watch Embedded Things to do near Video on Blog the factory Link to related video Completes See New Blog Post on YouTube internship on Facebook Feed channel application #contentmarketing @bolsocial
- 41. AIDA Model for Web pages Map content to the appropriate area of the web page based on the user mindset and learned conventions. #contentmarketing @bolsocial
- 43. Online Content Marketing Process CREATE IT
- 44. Online Content Marketing Process Discovery & Logistics Creation Execution Maintenance Strategy Maintain Content based on Baseline buzz & analytics to Secure internal resources Create content Launch Content Industry and Technological fuel content ideation Trends Build digital asset charts for Keyword research Develop content rollout timeline Promote Content Follow-up Promotions each piece of content Align content with marketing mix, marketing calendar, and Purchase the necessary media content hosts Keep in mind your target personas Consider your resources and budget Establish an editorial calendar #contentmarketing @bolsocial
- 45. Producers of Content Employee Brand User / Earned Crowd #contentmarketing @bolsocial
- 46. Producers & Publishers of Content Brand Content that is produced by the brand that is intended to convey information to the target audience. Employee Content that is published to individuals social media profiles. This is sometimes at the request of the brand. However, is also produced without brand oversight or approval. User / Crowd Content that is produced by the public. This is sometimes at the request of the brand. However, is also produced without brand oversight or approval. Earned Generated by an user activity which triggers a piece of content to be published. #contentmarketing @bolsocial
- 47. Tenants of Good Content Marketing Efficient and effective delivery Measureable and tied to key-performance metrics Targeted and/or personalized messaging Clear and consistent messaging strategy Scalable structure and organization Allows for optimization Efficiency in production Generates Quality Leads #contentmarketing @bolsocial
- 48. Keep It Simple… Launch Get feedback Adjust Stick to a schedule Enhance media sharing #contentmarketing @bolsocial
- 49. How to Post and Promote Using SM DISTRIBUTE IT
- 50. Post & Promote Process High-level process for publishing content onto the Internet: Step 1 Strategy & Planning Step 2 Post Step 3 Ongoing Promotion Self-fueling Promotion Step 4 Monitoring & Reacting Start Time #contentmarketing @bolsocial
- 51. Create Digital Asset Charts #contentmarketing @bolsocial
- 52. Distribution and Syndication… Content syndication and distribution involves extending content to targeted channels in an attempt to improve the reach and frequency at which the content is consumed. #contentmarketing @bolsocial
- 53. Content Amplification Distribute targeted Social Content content across relevant Media environments with targeted personas. Social Media Channels Increase Reach, Communities Awareness, Blog and Engagement Targeted Destinations Partner Websites #contentmarketing @bolsocial
- 54. Reach & Frequency Post & Promote and measure the effectiveness of your efforts. #contentmarketing @bolsocial
- 56. SEO & SMO Search Engine Optimization Social Media Optimization #contentmarketing @bolsocial
- 57. Content Optimization Search - Measure the impact of content, social media, PR and video on driving brand and non-branded related search activity. Social Media – Measure the impact of social conversations across all traffic channels. Online PR – Measure the impact of online PR and news coverage across all traffic channels. Bookmarks – Measure what portion of the bookmark traffic was affected by social media, PR and video. Competitive Analysis – Measures the percent of your website visitors who also visited a competitor’s website. #contentmarketing @bolsocial
- 58. Finding the Sweet Spot Strong Social • High Traffic Value • Quality Audience • High Participation • High Authority • High Number of Inbound Links • Valuable Content Strong • Feature Rich Platform Poor SEO • Analytics tracking Value SEO Value • Low Maintenance Poor Social Value #contentmarketing @bolsocial
- 59. Measuring Success Efforts can be held to “These will be familiar KPI’s: cumulative events Frequency and interactions that will build loyalty for Reach the companies that pay attention to Impact them.” ROI = BENEFITS – (COSTS + RISKS) COSTS + RISKS Scott Monty, Ford Peter Kim, Social Media Predictions 2009, 12/15/2008 #contentmarketing @bolsocial
- 60. Achieve ROI with Earned Media Paid Media Earned Media ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) 60 #contentmarketing @bolsocial
- 61. Conversions Attribution Analytics The science of determining performance of each marketing and/or advertising initiative. KPI: conversion Lead Request Purchase Call / Inquiry #contentmarketing @bolsocial
- 62. Conversations Buzz Monitoring The science of determining the mentions occurring on the social web. KPI: conversations Sentiment Topic Trends Volume #contentmarketing @bolsocial
- 63. Content Measurement Brand Manager, Corporate Communications Online Marketer Customer Stage Awareness Influence Action Measurement Output Outtake Outcome What What are they saying about What does it mean to your Who’s talking about you? you? business? Sample Brand association, message Share of voice, advertising, # Site visits, registrations, Metrics awareness, qualitative of mentions, # of views conversions, ROI assessment Popular Google, Visible Technologies, BuzzLogic, BuzzMetrics, Tools Radian6, TrackUr, BuzzMetrics, Techrigy, Cymfony, Visible Web Analytics Technorati, Cymfony, Techrigy Technologies Increased Measurement Value #contentmarketing @bolsocial
- 64. Use Campaign Tags to Measure Google Analytics URL Builder http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 #contentmarketing @bolsocial
- 65. Campaign Codes for Outbound SM Links Source: Facebook Page Name 1 Medium: Facebook Page Tab 2 Name: Description of the Link 3 4 Example: 5 http://www.beewellmiles.com/BCNOS/?utm_source=BWM %2BFacebook&utm_medium=Boxes&utm_campaign=BW 6 M%2B2_5 7 8 9 #contentmarketing @bolsocial
- 66. Last Click Attribution is Not Always Accurate Last Click Attribution refers to crediting the last click that a user made to a site conversion. In reality, conversion may have been caused by a number of touch points in the form of PR, social media, video, etc. Understanding how content published affects your search volume and conversion rate is critical in determining which of your online marketing initiatives are most effective. #contentmarketing @bolsocial
- 67. Conclusion & Questions WRAP UP
- 68. In Conclusion Consider all the elements involved in the purpose for the visit to the website or other web properties. #contentmarketing @bolsocial
- 69. Key Takeaways 1 It is not enough to just throw up a page 2 Participate in relevant and active communities 3 There is not one “right” platform 4 Integrate across platforms to connect and cross promote 5 Understand there are different types of internet users 6 Measure metrics like frequency, reach, and satisfaction #contentmarketing @bolsocial
- 70. Handout: Social Media Whitepaper For all those who have attended, BusinessOnLine will be sending out latest whitepaper Also available here: http://www.businessol.com/resour ces/whitepapers/premium/is-your- company-social #contentmarketing @bolsocial
- 72. FAQs & Questions from Message Board How do you develop personas? Article: http://www.businessol.com/resources/articles/top-3-reasons-define-your-audience- using-personas How do you track and attribute conversions to content published? Webinar: http://www.businessol.com/premium/view-through-gaining-insight-data What platforms make the most sense for publishing content? Webinar: http://www.businessol.com/premium/social-media-marketing-session-2-your- company-social How do you optimize the content produced? Webinar: http://www.businessol.com/premium/seo-value-social-media #contentmarketing @bolsocial
- 73. Questions? Michael Weisfeld P 619.699.0767 x247 [email protected] Twitter: @mrweisfeld http://www.linkedin.com/in/michaelweisfeld Follow the BusinessOnLine Social Become a Fan of BusinessOnLine at: Media team on Twitter at: www.facebook.com/BOLOptimized @BOLSocial #contentmarketing @bolsocial
- 75. APPENDIX Additional Information and Resources
- 77. Strategy & SM Newsletters and Blogs Jeremiah Oywang (http://www.web-strategist.com/blog/) SmartBrief Newsletter (http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries) Mashable (http://mashable.com/) Chris Brogan (http://www.chrisbrogan.com/) David Armano (http://darmano.typepad.com/) Peter Kim (http://www.beingpeterkim.com/) TechCrunch (http://www.techcrunch.com/) MarketingCharts (http://www.marketingcharts.com/) SocialMedia Insider (http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66) #contentmarketing @bolsocial
- 78. User Centered Design Methodology Workshop #3: Wireframes Workshop #2: Information Paths Workshop #1: Personas / Scenarios #contentmarketing @bolsocial
- 79. Persona Development Process Objectives Quantitative Qualitative Analyze Delivery Identification Surveys Interviews • Review project • Survey creation • Design • Analyze • Key Findings goals • Participant interview Quantitative & • User segment • Review recruitment questions Qualitative data information Objectives • Survey • Participant • Prepare Report • Persona Cards • Review Scope promotion recruitment • Create Persona • Execution/ Cards transcription #contentmarketing @bolsocial