7 Ways To Achieve Content Marketing Breakthroughs
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Transcript of 7 Ways To Achieve Content Marketing Breakthroughs
BREAKTHROUGHS
7PRESENTS
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:
FALSEEXPECTATIONS NO PLAN
NO COMMITMENT
1
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
1
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
GREAT, JUSTPUBLISHED MY
BLOGPOST!
DAY 1
WAIT, WHYAREN’T THERERESULTS YET?
DAY 2 DAY 4
I KNEW IT!MY CONTENT MARKETINGPLAN FAILED
AGAIN!
2
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
2
STATS
OF MARKETERS HAVE A DOCUMENTEDCONTENT STRATEGY44%
Source: http://www.iab.net/media/file/B2BResearch2014.pdf
mycontent
lecontentze moi
new blogpost
stuffz
MYSTUFFFOR
PUBLISHING
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
4
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:
4
OF HIGHLY EFFECTIVEORGANIZATIONS HAVESOMEONEIN CHARGEOF CONTENT STRATEGY86%
Source: http://www.iab.net/media/file/B2BResearch2014.pdf
STATS
GREATCONTENT NOT
ENOUGHRESOURCES
POORDISTRIBUTION
SYSTEM
INEFFECTIVEWEBSITE
MARKETING
1.2.
3.4.
5
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!
NO IDEA WHAT HE’S SAYING, BUT IT’S LOUD, SO IT MUST BE GOOD, RIGHT?
COMPETITOR
GREATCONTENT!
WHAT ABOUT MY CONTENT...
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
6
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
7
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
7
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.
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.
7
Source: http://www.iab.net/media/file/B2BResearch2014.pdf
OF SMALLCOMPANIES
OURSOURCETHEIR CONTENTCREATION.
33%OF LARGEORGANIZATIONS,
72%AND
STATS
Great content is just one facet ofa complete customer acquisition strategy!
Visit ReferralCandy.com to learn what elseyou can do to earn more customers.
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