Content Marketing

Content Marketing
What is it?

Content marketing is the creation, publishing, and

sharing of content with the aim of building brand
reputation, awareness, and affinity.
Content Marketing
The benefits

Generate
Recruit
Increase Enhance
Grow
Effective Content

Addresses Demonstrates
Includes
Relevant Personalized Educational needs and you are the
explicit CTAs
interests solution
Types of Content

Topical Evergreen
Content Content
Topical Content

Topical content is content that ties into a moment

in time and as such has a lifespan of relevancy

Around the time of ‘The Dress’ social media

phenomenon, lots of brands and businesses got
involved in the online conversation and created
topical content that jumped on the news trend to
get additional exposure
Topical Content

Topical content is content that ties into a moment

in time and as such has a lifespan of relevancy

A post on the Coca Cola blog describes the

company’s charity relief efforts associated with
Hurricane Harvey
Creating Topical Content Choose Consider
Resource
General Potential
Adequately
Identifying the steps to creating topical content Themes Outcomes

Choose general themes or events that are

relevant to your audience.
Evergreen Content

Evergreen content:

1
Is relevant and valuable for a prolonged period
2 Can drive more traffic and generate more leads
3
Can be repurposed into different formats

REVEAL MORE
Creating Evergreen Content Choose Promote on Repurpose at
Timeless Social Media a Later Date
Identifying the steps to creating evergreen content Topics

The first step is choosing timeless topics.

Rather than focusing on a fleeting trend or
something that’s newsworthy today, you need
to focus on your customer’s needs. What are
they searching for all the time?
Stages of the Buyer’s Journey

Awareness
Awareness

Let potential customers know what it is

Interest that your business is offering

Consideration

Conversion

Retention
Aligning Content with Buying Cycle

Awareness
Awareness

Interest • Images
• Short-form video
• Social ads
Consideration • GIFs
• Advertorials
• Templates
Conversion • Banner ads

Retention
Community Management
An important complement to content marketing

Manage customer, product, or service issues

Gain valuable insight and feedback

Turn customers into loyal fans

Network opportunities

Drive repeat sales

Community Management
An example
Content Marketing Strategy

A content marketing strategy is an ever-evolving plan

that determines the type of content that you’re
pushing out, how they’re aligned to your business
goals, who the content it intended for, and what
content formats you’ll use.
Creating a Content
Research
Marketing Strategy

Strategize Plan
Developing a content marketing strategy is a
cyclical process.

Create and
Measure
Curate

Publish
Social Listening

Social listening is the method of tracking online

conversation in relation to keywords, topics, or
phrases to glean key insights from your target
audience.
Benefits of Social Listening
Identify Spot Potential Understand
Social listening can help you in three key ways. Opportunities Risks Brand Position

It can help you identify any opportunities

or platform usage that you can leverage
for your brand.
Tools for Social Listening
Competitor Analysis
The value of regular competitor monitoring

Help spot content gaps for your Identify innovation in

brand platform usage

Define the content that works Negates any clash of content

well for your intended audience or ideas
Competitor Analysis
What to look for

• Content development schedule

• Customer feedback

• Search engine rankings (and backlink analysis)

• Website optimization

• Social following

• Tone of voice

• New format adoption

• New activation inspiration

Competitor Analysis
Tweetdeck
Competitor Analysis
TweetReach
AA

B
B CC

A. Search Query
B. Reach D
D

C. Exposure EE

D. Tweet Activity
E. Tweet Types
G
G

F. Top Contributors FF

G. Top Tweets
H. Contributors
I. Tweets Timeline
II
H
H
Competitor Analysis
Buzzsumo
Carrying out a Content Audit

Review Content Set Rolling Implement Key Improve and

Performance Objectives Learnings Optimize
 Conducting a Content Audit
6. Social platform review

2. Establish benchmarks
going forward

1. KPI and
objectives review 8. Social listening

5. Website
performance and UX
3. Current audience
segments
7. Language or tone
4. Content inventory, evolvement
forms, and types
Monthly Content Reports Monthly content reports can help you keep on top of what’s
happening in your content efforts month-on-month

Learnings

Most successful content

Least successful content

Aligning business activities

Key Metrics
Content Marketing Goals There are five main types of content marketing goals.

Awareness

Engagement
Visibility of your brand in the wider content
Affinity ecosystem

Conversion

Advocacy
Aligning Content Marketing Goals
to Business Goals

Consistency Timing Input Website

Ensure consistency Consider how content Speak to other members Optimize your website
marketing helps of your business and see content and align your
across brand assets, look
support other how they may contribute SEO goals to your
and feel, language, and campaigns the ideas and inspiration. overall business goals.
how you interact with business is running.
your audience.
Groove HQ

Groove HQ are often cited as a great example of a business

that aligned its content goals with its business goals. They
ran an entire content marketing campaign with absolutely
no advertising spend whatsoever.

REVEAL MORE
Buyer Persona

Customer personas help you understand your

customers and your prospective customers
better. This makes it easier for you to tailor your
content, messaging, and tone – as well as product
development and services – to the specific needs,
behaviors, and concerns of different groups.
Purpose of Buyer Personas
Their purpose in the context of content marketing
Targeting Format Discovery

Writing is focused on topics of interest.

Developing Buyer Personas
Important considerations to make when developing your
buyer personas

Objectives

Objectives Location
What are they actually setting out to
achieve? Why would they consider your
business at that moment and time?
Job Details Platforms

Device Purchase Behaviors

Interests
Examples of Buyer Personas

Jane Brad Tom

• Single • Living with partner • Single
• Works hard and • Career driven • Just graduated
parties harder • Ambitious • Seeking first job
• Likes to treat herself • Likes fine foods • Keen to travel
• Sporty • Tweets a lot • Music lover
• Lives in the city • City liver • Lives rural
• Instagrammer • Tablet user • PC user
• Uses forums
Content Topics
Use research to develop content topics

Keyword Audience
Search Trends
Establishment Insights
Content Topics
Generate content topics using a variety of tools and techniques

Activities Tools

Brainstorming Pinterest
Social Listening StumbleUpon
Community Engagement RSS Feeds
Content Topics
Case study: Bodyform
Content Calendars

Content calendars are an essential tool for all

content marketers. They allow you to map out your
social media content for a period of time in the
coming weeks or months.

REVEAL MORE
Elements of a Content Calendar

Date and Time

Creative

Theme
Platform
Copy
 Creating a Content Calendar

Plan Create Populate Edit

Plan for a specific moment Create a simple Populate with as Edit and amend as
in time. spreadsheet with column much detail as required.
headings. possible.
Creating a Content Calendar
Considerations to make when creating a content calendar

Business priorities, Marketing Sponsorship In-store Time of year

timelines and activities run by activities promotions
product launches others in your
business
Elements of a Content Calendar Considerations when designing a calendar template
Stakeholders
Include key stakeholders in the development of
content calendars

• Marketing • Client• Graphic designers

Team • Copy writers
• PR Team • Creative Team
• Sales Team • Media
• Investors
• Compliance
• Management
• Legal
Content Management Systems
What are they?

A Content Management System, or CMS, is a web

application designed to make it easy for non-technical
users to add, edit, and manage content on a website.
Content Management Systems
Benefits of using a CMS

Automation

Content enhancement

Cross-publishing

Content creation

Task assignment
Content Management Systems
Types of CMS
Content Management Systems
Things to consider when choosing a CMS

Dynamism Intuition Cost

How easy is it How easy is it to use? How much will it
to edit content? cost the business?
Content Creation
What is it?

Content creation is the process of generating varying

formats of collateral that serve the needs of your
intended audience to help build authority, credibility, and
utility between your target audience and your brand.
Content Creation
Key stakeholders

Industry
influencers
Your online
community Third-party
sources
Content Creation
Your online community as a key stakeholder

• User generated content

• Call out to fans

• Reward and Amplify

• Collaboration = resonance
Content Creation
Industry influencers as a key stakeholder

• Coordinate an influencer outreach

strategy to build your own industry
authority

• Use social media and social

listening to pinpoint the most
authoritative individuals

• Connect with or follow them, and

reach out with a personalized
message
Content Creation
Third-party sources as a key stakeholder
Content Formats

White Papers Infographics

White Papers

• A persuasive, authoritative, in-depth report on

Ebooks Blogs a specific topic.
• Presents a problem and provides a solution.
• Helps build thought leadership and credibility
Interactive Content Videos • Strong lead generation tool

Templates and Checklists EXAMPLE

Articles

Webinars Podcasts
Advantages of Using a Variety of
Content Types and Formats

Brand Awareness Thought Leadership Excitement and Wider Audiences

Advocacy
Limitations of Using a Variety of Content Types and
Formats

Silent Accessibility Vertical Excessive Crisis

Auto-Play Compliance Data Usage Situations
Content Segmentation

Thanks to a content segmentation method called

‘dark posting’, you can determine what audiences
see certain content at a certain time. This feature
is currently available via Facebook and Instagram.
Benefits of Content Segmentation

Avoids Wastage Avoids Irrelevant Allows Tweaks

Messaging

Avoids wastage by making Avoids irrelevant Allows for tweaks in

sure the content is 100% messaging reaching the language, copy, and
relevant to the audience wrong audience. imagery without
who sees your content. interfering with your
master brand.
Content Creation Tools
Content creation tools for eBooks and whitepapers
Content Creation Tools
Content creation tools for images
Content Creation Tools
Content creation tools for infographics
Content Creation Tools
Content creation tools for longform video
Content Creation Tools
Content creation tools for short form video
Content Creation Tools
Content creation tools for native video editing
Content Creation Tools
YouTube Editor
Content Creation Tools
Tools to proof content
 Content Creation Tools
Considerations to make when choosing a tool for content creation

Functionality Ease of Use Resource Frequency of Use

Content Creation Tools
Best practice

• Utility
• Fit for platform
• Measureable
• Consistent
• Aligned with goals
Content Curation

Content curation is the utilizing of third-party

content, relevant to your business and your
industry, that helps you grow thought leadership
and credibility in the field.

Don’t forget to add:

1 Additional Insight

2 Your opinion

3 Context
Difference between Content
Curation and Content Creation

- Curation

• Utilizes third-party content

• Addition of commentary
• Lower resource investment
• Limited ownership
• Community input

+ Creation
Benefits of Using Curated Content

Makes Brand Appear Less Promotional

Makes Your Audience Like You More

Makes your brand appear less promotional, and shows
that you care about the wider industry in which you
operate
Generates Overall Goodwill

Positions You as an Industry Leader

Types of Curated Content

Aggregation

Distillation

Aggregation consists of bringing together multiple

Elevation relevant content pieces into one centralized
location.
Mashups

Chronology
Content Curation Tools
RSS feeds
Content Curation Tools
Email alert tools
Content Curation Tools
Social listening tools
Content Curation Tools
Considerations

Customizable Trusted Cost

Defining Your Personality
What is a company’s brand personality?

#1 #2 #3

How you The tone of The image

speak to voice you use and style
customers linked to your
brand
Defining Your Personality
The importance of defining your personality

Unique
Point of
Vantage Resonance
Difference
Point
Defining Your Personality
An example: Old Spice
Defining Your Personality
What story do you want to tell?

Functional Emotional Essential

• Education & Information • Humour • Prices

• Customer Service • Passion • Promotions
• Products • Thought Leaders • Locations
• Offers/Competitions • Exciting • Availability/Distribution
• Reactive
• Topical
Brand Storytelling
The value of a credible and authentic brand story
Brand Storytelling
Authenticity case study: Kenco
Brand Storytelling
An example of brand management: DKNY
Brand Storytelling
An example of brand management: DKNY
Brand Storytelling
Steps to creating your business story

1. Define your personality and brand

2. Identify your audience
3. Map story to personas
4. Align business objectives
Content Personalization
What is it?

Content personalization is a powerful process of using

different content at different stages of the buying
process to be hyper-relevant to the right user at the
right time.
Content Personalization
The benefits

Targeted & Relevant Higher Conversion Rate

Increased Brand Affinity Drives Efficiency

Content Personalization
How to give your content that personal touch

Leverage
customer data

Measure and Target your

analyze messaging
Content Personalization
An example: Vidyard

Vidyard created a super

personalized campaign of
bespoke video assets to drive its
commitment to potential clients
Content Personalization
An example: Fashion Websites
Content Platforms
Matching your platform to your audience

#1 #2 #3

Content Need Audience Your Proposition

Ecosystem and Format
Content Platforms
Making sure both work together

White Infographic/ Interactive

eBook Blog Video 360 Video Live Video Articles Templates Webinar Podcast
Paper Images Content

❌ ❌ ✔️ ❌ ✔️ ✔️ ✔️ ✔️ ❌ ✔️
✔️ ✔️

❌
❌ ❌ ✔️ ❌ ❌ ✔️ ❌ ✔️ ❌ ✔️ ✔️

❌ ❌ ✔️ ❌ ❌ ✔️ ❌ ✔️ ❌ ❌ ❌ ❌

✔️
✔️ ✔️ ✔️ ✔️ ❌ ✔️ ❌ ❌ ✔️ ❌ ❌

❌ ❌ ❌ ❌ ❌ ✔️ ✔️ ✔️ ❌ ❌ ✔️ ✔️

❌ ❌ ✔️ ❌ ❌ ✔️ ❌ ✔️ ❌ ❌ ❌
❌

❌
Website ✔️ ✔️ ✔️ ✔️ ✔️ ❌ ❌ ✔️ ✔️ ✔️ ✔️
Content Seeding

Strategically mapping out your content across the

entire web
 Benefits of Content Seeding

Reach It allows your content to reach a wider audience

Relevancy

Increase

Build

Generate

Improves
Distribution Channels for
Content
Owned Collaborative Earned/Paid
Areas that you can use to seed your content

• Facebook • Snapchat

• Twitter • Pinterest

• Instagram • Blog

• YouTube • Website
Challenges of Content Seeding

Reach

Reach Relevancy
Reach is a really attractive metric to chase
after. Be realistic about investing in
content seeding and build a campaign
Transparency Content
platform that reaches your audience in the
most cost-efficient way.

Measurement Budget and Resource

Tight Collaboration
Seeding Curated Content

- Summary Blog Posts

Discussing content seen in other places, top tips lists,

and observations comparing and contrasting multiple
similar items in your industry

+ Email Newsletters and Notifications

+ Social Posts
Content Scheduling Methods
Uploading content for future publishing

- Native Scheduling

Native scheduling is the method of publishing

content using a social platform’s own upload
function. Examples include Facebook Scheduling
tool, Twitter’s Media Studio, and WordPress’ post
scheduling.

+ Third Party Applications

Content Scheduling Tools

Hootsuite Sprout Social

Buffer Percolate A great tool for starters, combining content

scheduling and social listening
Benefits and Limitations of Content Scheduling

Benefits Limitations

1 Time efficient: scheduling a large amount of content in one sitting saves time

2 Cross posting (third-party apps): some third-party tools allow scheduling of content
to multiple platforms with a single click
Content Promotion
Content promotion is defined as the strategic
approach to getting your content seen by a wider
audience than your immediate owned channels, in
both the earned and paid space
Content Promotion Methods

Influencer Marketing

Guest Blogging

Tagging

Affiliate Marketing

Media Partnerships
Influencer Marketing

Media Channel Content Co-Creation Content Amplification

An influencer is acting in You work with an You pay an influencer to

place of a media channel influencer to co-create help amplify the content
for you to buy content content that is a fit for that you’re creating
through. their audience, but still through your own brand
delivers on a business channels.
message for your brand.
Why Users Share Content

Incentives Fame Utility

Supercharging your content with shares

A lot of users are following the tactics that brands

are implementing around being able to share
content for the chance to enter a draw or enter a
competition.
Content Repurposing
What is it?

Content repurposing is the re-use of content

that is still relevant through a different format
that’s fit for purpose.
Content Repurposing
Methods of repurposing

Infographic Motion Podcast White

Graphic Paper
Content Repurposing
An example: Moz Whiteboard Fridays
Content Marketing ROI
The value of content marketing

Brand Brand Conversions

Awareness Conviction and Advocacy
Content Marketing ROI
Three components to calculating ROI

#1 #2 #3

Investment in Performance of Long tail benefits

content the content
Content Marketing ROI
Cost implications of content creation

Content ownership vs licensing

Internal ability

External support

Legalities
Content Marketing ROI
Assessing content utility

• Downloads • Customer • Plays

• Saves Feedback • Clicks
• Views
Content Marketing ROI
Assessing content performance

Content recall Clicks to point Overlaying

of sale commercial
results with
content
activities
Content Marketing Goals
Aligning content metrics to business goals

Awareness Consideration Sales Loyalty

• Reach • Clicks • Clicks to • Repeat

• Impressions • Engagement basket Purchase
• Frequency • Sentiment • Abandoned • Community
baskets Growth
• Conversions • Reviews
Key Metrics Key metrics to consider in your content marketing strategy

Reach

Engagement • Number of people who’ve seen your content

• Impressions sub-metric within reach

Sentiment • Native reporting

Clicks and Conversions

Use Metrics to Inform Your Strategy
Reviewing your content

Reach
Is your content
reaching the right
audience?
Measurement Tools
Here are some tools you can use to track your key metrics
Native
Reporting

Native Reporting Sprout Social Familiarize yourself with the insights

panels of Twitter, Instagram, Facebook,
YouTube, and LinkedIn to get the raw
data from each platform as a starting
Buffer Google Analytics point for any measurement.

TweetReach