Content Marketing Ideas! How to Find the Best Stories to Tell Your Customers
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The document discusses content marketing strategies and frameworks. It emphasizes the importance of customer empathy and using customer insights to inform content creation. Specifically, it recommends mapping content topics to customer buying cycles and personas, focusing content on answering common customer questions. It also provides tips for generating content ideas from customer journeys, topic clusters targeting specific stages of the buying cycle, and leveraging different data sources. The overall message is that content should be highly relevant to customers by understanding their goals, pain points and situations.
Content Marketing Ideas! How to Find the Best Stories to Tell Your Customers
- 17. #CMF16 @leeodden Be the Best Answer Brand Narrative Customer Focus USP USP USP USP USP USP SEO/SEM Social Networks Content Marketing Industry Media & News AdvertisingCreate Signals of Credibility Wherever Your Customers Are Influencers Photo: Shu/erstock
- 20. #CMF16 @leeodden Customer Persona Buying Cycle Keywords Social Topics Content Type Awareness broad trends blog, webinar, social Interest category invesFgaFve video, white paper Considera0on comparison demos feature comparison, reviews, case study Purchase transacFonal referrals buyer guide Reten0on Fps best pracFces FAQ, how to, support Advocacy supporFng parFcipaFon buyer community Buyer – “Stan” • Pain Points • Goals • Interests • Triggers to Buy Balance Topic Demand/Relevance with Buyer Stage to Inform Content Topics Buyer Insights > Keyword & Topic Research > Content Crea0on & Op0miza0on
- 23. #CMF16 @leeodden Buying Cycle QuesFons = Goldmine of Topics What is it? How does it work? How does it compare? How do I start? Awareness Interest ConsideraFon AcFon 760,500 “what is” 200,000 “how to” 140,000 “compare or compared” 38,000 “how to start”
- 24. #CMF16 @leeodden
- 26. #CMF16 @leeodden What QuesFons Can You Answer? Buying Stage Ques0ons to Answer Content Types Awareness What is it? Media, Blog, Social Interest How does it solve? Newsle/er, Demo Considera0on Which is the best? Reviews, Case Study Purchase Where do I buy? Website Buyer Persona • Pain Points • Goals • Interests • Triggers to Buy
- 40. #CMF16 @leeodden Insights from InteracFons Get Insights From Conversa0ons: ü Sales ü Customer Service ü Product MarkeFng Mangers ü Customers ü Prospects ü Industry Media & Influencers Get Insights From Contact Forms
- 41. #CMF16 @leeodden Firsthand Data: Trelleborg Marine Systems CAMPAIGN • Workshops: Informed buyer profiles by segment • Mapped buyer journeys • Message Fmelines per profile • 3 content assets to engage buyers at different stages RESULTS 54% Increase, email conversion rate 27% Increase in sales order value 43% More leads generated Source: Ragan Content MarkeFng Awards. Agency: Stein IAS
- 51. #CMF16 @leeodden Content Planning Audits Program Implementation Attraction & Promotion Performance Optimization TopRankMarketing.com Customer Segments Inform Personas Map Topics/Keywords to Buying Cycle Influencer Research & Mapping Optimized Content Plan (New): Site, Blog, Social Profiles & Networks Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides) Content Amplification Social Profile Alignment: Messaging, Keywords Social Media Influencer Outreach Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr Blog Optimization: Search, Social Shares Social Network Engagement Social Channel Promotions SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links Keyword Audit, Difficulty & Glossary Content & Digital Assets Audit Tech SEO Audit External Link Audit Social Media Audit Competitive Audit Internal and External Influencer Advocates Keyword Mapping to Content Content Creation, Influencer Co-Creation, Curation, Repurposing Content Optimization WMT Crawl, Page Speed, Structured Data, HTML/ Code, URLs, Internal Links External Link Signal: Acquisition, Reclamation, Disavowal Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs Identify Program Objectives Research Market, Competition, Current Situation Develop Integrated Marketing Strategy Define Target Audience Segments Research Audience Goals, Pain, Triggers Research Topics, Keywords, Messaging Themes Research & Strategy h/p://tprk.us/opFmizedwf