7 Ways To Achieve Content Marketing Breakthroughs

25
BREAKTHROUGHS PRESENTS

Transcript of 7 Ways To Achieve Content Marketing Breakthroughs

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BREAKTHROUGHS

7PRESENTS

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Content marketing works.But getting it to work can be quite a slog.

Arnie Kuenn from Content Marketing Institute interviewed 8 content marketing experts on the challenges content marketers frequently face,

and how to overcome them.

Here they are:

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FALSEEXPECTATIONS NO PLAN

NO COMMITMENT

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LEADGENERATION?

BRANDBUILDING?

WHAT’SYOUR GOAL?

WHAT’S YOUR PLAN?IDENTIFY DESIRED AUDIENCEAND TOPICS THEY CARE ABOUT

HAVE A CONTENTCALENDAR

KNOW YOURCOMPETITION

IDENTIFY RESOURCESYOU NEED

For most businesses, going all-in with content marketing is a journey. The number one challenge is reaching the ‘maturity’ stage in their journey to

understand that they need to go all-in. If you’re serious about content marketing (all-in), build the plan and just go do it!

BERNIE BORGESCEO, FIND AND CONVERT

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THE TOP 5 MARKETING GOALS IN 2014:BRAND AWARENESS

ENGAGEMENT LEAD GENERATION

CUSTOMER ACQUISITION

THOUGHT LEADERSHIP

Source: http://www.iab.net/media/file/B2BResearch2014.pdf

STATS

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GREAT, JUSTPUBLISHED MY

BLOGPOST!

DAY 1

WAIT, WHYAREN’T THERERESULTS YET?

DAY 2 DAY 4

I KNEW IT!MY CONTENT MARKETINGPLAN FAILED

AGAIN!

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The world seems to have awoken to the idea that content marketing can improve your marketing ROI and win business, but many sleep through the part about time. Going all-in begins with a plan that documents goals, establishes processes, assigns roles, and measures di�erent degrees of response. You need to factor in good-sized

chunks of time, prepare to invest substantial resources, and refine perpetually.

BARRY FELDMANOWNER, FELDMAN CREATIVE

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STATS

OF MARKETERS HAVE A DOCUMENTEDCONTENT STRATEGY44%

Source: http://www.iab.net/media/file/B2BResearch2014.pdf

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mycontent

lecontentze moi

new blogpost

stuffz

MYSTUFFFOR

PUBLISHING

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3TOP MANAGEMENT

GREAT JOB! CONTENT

CONTE

NT

CONTENT

CENTRALIZEDCONTENTMARKETINGTEAM

Get beyond ‘random acts of content, where every silo in the organization creates content at its own cadence and tone, and with no strategic purpose. It’s often the case that a business will try content marketing in a limited way, see initial success, and then fail miserably when they try to scale it. The way through this challenge is by actually providing centralized content marketing the investment, resources, business processes, and power it needs to thrive.

This can only be done when senior management, quite literally, buys in.

ROBERT ROSECHIEF STRATEGIST, CONTENT MARKETING INSTITUTE

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Most every organization today relies on outdated content production methods. Until we fix this, we’ll not be able to make content work to maximum benefit.

Think about content strategically, as a business asset worthyof being produced e�ciently and e�ectively.

SCOTT ABELCONTENT MANAGEMENT STRATEGIST, THE CONTENT WRANGLER

COST OFCREATING,

MANAGING,DELIVERING

CONTENT.

ROI OFCONTENT.

TO-DO:

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OF HIGHLY EFFECTIVEORGANIZATIONS HAVESOMEONEIN CHARGEOF CONTENT STRATEGY86%

Source: http://www.iab.net/media/file/B2BResearch2014.pdf

STATS

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GREATCONTENT NOT

ENOUGHRESOURCES

POORDISTRIBUTION

SYSTEM

INEFFECTIVEWEBSITE

MARKETING

1.2.

3.4.

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More than great content is needed. Specifically, marketers are so focused on the need for amazing content that they overlook critical factors.

HEIDI COHENACTIONABLE MARKETING EXPERT, HEIDICOHEN.COM

CREATION DISTRIBUTION CONVERSION

GREATCONTENT!

EDITORIALDIRECTION

VISUALS &DESIGN

COPYEDITING

TECH

1. 4.3.2.

EMAIL LISTS/WEBSITE

SOCIAL MEDIA

ADS

GUEST BLOGSITUNES (PODCASTS)AMAZON (EBOOKS)

ABOUT OUR PRODUCTS

SIGN UP!

SIGN UP IN JUST ONE SIMPLE STEP!

LANDING PAGES &PURCHASE PROCESS

MUST BEEFFICIENT& EFFECTIVE!

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NO IDEA WHAT HE’S SAYING, BUT IT’S LOUD, SO IT MUST BE GOOD, RIGHT?

COMPETITOR

GREATCONTENT!

WHAT ABOUT MY CONTENT...

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6GREATCONTENT!

LOOK HERE,

LOOK HERE!

WOW!AWESOME!

MUCH..CONTENT..PLEASE..?

LOOK AT

OUR GREAT

CONTENT!

If you make it, they will not necessarily come. You need to create useful content that people actually want to consume — absolutely.

But you also need a great system for making sure people knowthat content exists. It takes production and promotion to succeed with content.

JAY BAERPRESIDENT, CONVINCE & CONVERT

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THE AVERAGE B2C MARKETERENGAGES IN CONTENT PROMOTION ON

SOCIAL MEDIAPLATFORMS6

Source: http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf

STATS

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I CANHELP!

3RD PARTY CONTENT CREATOR

CONTENTCONTENT

CONTENT

GREAT!

TECHNOLOGY& SOFTWARE

IDEAS

SCH

EDU

LESHARIN

G

OUTREACH

CONTENT

TWEETS

SHARES

LEVERAGEAUTOMATE

SOCIAL MEDIA EMAIL

LANDING PAGE

SEO

BLOGGING

ROI

RESULTS

OUTSOURCE

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The biggest challenge I hear of is a lack of resources. Companies know they need to have a content marketing

strategy but they don’t have the time/knowledge toexecute it. As someone who has been in this situation,

external help is often your best bet.

CASIE GILLETTEDIRECTOR OF ONLINE MARKETING, KOMARKETING ASSOCIATES

Even if you have a small budget, services like Contently can be extremely helpful.I used them for six months or so andit was an easy way to get content created.

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7There are many ways to address not having the time to get content done. Outsourcing, leveraging, and automation are

your friends when it comes to content!

JON WUEBBENCEO, CONTENT LAUNCH

Content technology/intelligence tools like PaperShare, Inbound Writer, Kapost, OutBrain and TrapIt... help you getcontent done easier and quicker.A marketing automation tool likeHubSpot will also bring e�ciency to your content operation and, more importantly,help you measure it to ensure youget a solid ROI from your e�orts.

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Source: http://www.iab.net/media/file/B2BResearch2014.pdf

OF SMALLCOMPANIES

OURSOURCETHEIR CONTENTCREATION.

33%OF LARGEORGANIZATIONS,

72%AND

STATS

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Great content is just one facet ofa complete customer acquisition strategy!

Visit ReferralCandy.com to learn what elseyou can do to earn more customers.

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CRafTED BY

Sources:http://contentmarketinginstitute.com/2014/05/go-all-in-content-marketing-experts/http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C _Research_ 2014-withlinks.pdfhttp://www.iab.net/media/file/B2BResearch2014.pdf