7 Steps to Success Competing With Content Marketing
Content
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
What brand must effectively communicate. This intersection drives content marketing strategy. What the customer wants to learn and will share. “…the [potential] “…the [potential] customer needs evidence that we understand their problem better than they do before they will buy, share or recommend us…”
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Start by reviewing your previous content marketing efforts. Fewer than a third of businesses have an optimized or an advanced approach to content marketing. Assess how well content marketing currently works for you, review: ◦
◦ ◦ ◦ ◦
1.1. Previous content engagement and amplification using analytics. 1.2. How you evaluate return-on-investment. 1.3. How well you plan and schedule. 1.4. The quality of your content assert and formats. 1.5. The quality of seeding and paid content distribution.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦
◦
◦
◦
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We invest in content marketing as needed, have well developed capabilities and are optimizing them further We invest in content marketing as needed with management support, but could optimize and integrate further . : We invest sufficiently in some some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently. : We make some investments in content marketing, but senior management doesn’t support further investments. : We make little use of content marketing and there is little senior management support.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
The majority of businesses doesn’t have one. Take control of your content marketing with a defined strategy. Creating a content marketing strategy will help you ◦
◦
◦
◦
2.1. Determine where you need to invest to compete. 2.2. Make the business case to invest. 2.3. Set goals and link to ROI tracking using analytics. 2.4 . Integrate your content marketing with business goals.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦
◦
◦
◦
into our marketing communication or inbound marketing Strategy defined in a separate document doing content marketing, but have no defined strategy.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Use the best analytical techniques to find the intersection of business and customer needs. We recommend using these content marketing planning techniques: ◦
◦
◦
◦
◦
◦
3.1. Customer persona creation 3.2. Customer journey mapping 3.3. Content marketing matrix 3.4. Editorial calenders 3.5. Effective outreach analysis 3.6. Using analysis for ROI/value R OI/value assessment
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦
◦
◦
◦
◦
58.2% Creating A Content Marketing Strategy 41.3% Custemer/ Buyer Personas 37.5% Customer Journey Mapping 35.2% Editorial Calendars 45.2% Content Roi/Value Assessment (Through Analytics)
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Many businesses are investing more in content Marketing. Does your level of investment allow allow you to be competitive? Ensure you’re investing wisely: ◦
◦
◦
◦
4.1. Content creation: Is quality and update update frequency sufficient to compete? 4.2. Paid AdWords or advertising network promotion: Pay for content to engage. 4.3. Paid social Paid social distribution: The Big 5 social Networks have Networks have many targeting opportunities. 4.4. Strategy and editorial: Plan to Succeed! Succeed!
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
40.3%
36.5%
7.1%
16.1%
37.7%
37.4%
11.1%
13.8%
37.2%
41.2%
7.2%
14.3%
69.0%
24.3%
-
4%
55.1%
37.2%
-
5.8%
57.1%
33.7%
-
6.1%
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Savvy companies use a mix of in-house and agency resource. Choose the best mix of in-house and external agency and content resources ◦
◦
◦
◦
5.1. Content strategy: In-house control important. 5.2. Content creation: Paying for quality can help cutthrough. 5.3. Outreach and PR: Use agency contacts and networks. 5.4. Paid promotion of content assets: Agencies may have specialized tools and techniques.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
36.2%
19.8%
10.9%
11.7%
21.5%
47.5%
24.7%
10.7%
6.5%
10.6%
57.9%
24.6%
6.8%
4%
7.0%
73.3%
14.9%
3.0%
4%
5.4%
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Investigating in content customers value is the key to success. Use the insights content matrix to select the best content by ◦
◦
◦
◦
6.1. Defining audience needs using personas 6.2. Plotting existing brand and competitor content use 6.3. Brainstorming new content ideas 6.4. Prioritizing new content based on agreed success criteria
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦
52.0% Blog Posts Or Articles 39.8% Email Newsletters Or Online Magazines 25.5% Whitepapers Or EBooks 24.8% Own Community Or Forum 22.1% Infographics 19.4% Branded Engagement/Viral Video 18.6% Animated Explainer Video 18.1% Webinars 16.9% Industry Consumer Reports 16.4% Competitions 16.3% Apps& Engagement Tools 12.8% Interactive Tools 9.8% Quizzes 7% Games
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Many don’t get value from their analytics, the leaders do. Setup and regularly review analytics to improve results: ◦
◦
◦
◦
7.1. Define the right content marketing KPIs 7.2. Define goal value in analytics to calculate ROI 7.3. Don’t forget qualitative feedback tools 7.4. Review performance to learn and improve
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
What brand must effectively communicate. This intersection drives content marketing strategy. What the customer wants to learn and will share. “…the [potential] “…the [potential] customer needs evidence that we understand their problem better than they do before they will buy, share or recommend us…”
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Start by reviewing your previous content marketing efforts. Fewer than a third of businesses have an optimized or an advanced approach to content marketing. Assess how well content marketing currently works for you, review: ◦
◦ ◦ ◦ ◦
1.1. Previous content engagement and amplification using analytics. 1.2. How you evaluate return-on-investment. 1.3. How well you plan and schedule. 1.4. The quality of your content assert and formats. 1.5. The quality of seeding and paid content distribution.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦
◦
◦
◦
◦
We invest in content marketing as needed, have well developed capabilities and are optimizing them further We invest in content marketing as needed with management support, but could optimize and integrate further . : We invest sufficiently in some some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently. : We make some investments in content marketing, but senior management doesn’t support further investments. : We make little use of content marketing and there is little senior management support.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
The majority of businesses doesn’t have one. Take control of your content marketing with a defined strategy. Creating a content marketing strategy will help you ◦
◦
◦
◦
2.1. Determine where you need to invest to compete. 2.2. Make the business case to invest. 2.3. Set goals and link to ROI tracking using analytics. 2.4 . Integrate your content marketing with business goals.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦
◦
◦
◦
into our marketing communication or inbound marketing Strategy defined in a separate document doing content marketing, but have no defined strategy.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Use the best analytical techniques to find the intersection of business and customer needs. We recommend using these content marketing planning techniques: ◦
◦
◦
◦
◦
◦
3.1. Customer persona creation 3.2. Customer journey mapping 3.3. Content marketing matrix 3.4. Editorial calenders 3.5. Effective outreach analysis 3.6. Using analysis for ROI/value R OI/value assessment
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦
◦
◦
◦
◦
58.2% Creating A Content Marketing Strategy 41.3% Custemer/ Buyer Personas 37.5% Customer Journey Mapping 35.2% Editorial Calendars 45.2% Content Roi/Value Assessment (Through Analytics)
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Many businesses are investing more in content Marketing. Does your level of investment allow allow you to be competitive? Ensure you’re investing wisely: ◦
◦
◦
◦
4.1. Content creation: Is quality and update update frequency sufficient to compete? 4.2. Paid AdWords or advertising network promotion: Pay for content to engage. 4.3. Paid social Paid social distribution: The Big 5 social Networks have Networks have many targeting opportunities. 4.4. Strategy and editorial: Plan to Succeed! Succeed!
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
40.3%
36.5%
7.1%
16.1%
37.7%
37.4%
11.1%
13.8%
37.2%
41.2%
7.2%
14.3%
69.0%
24.3%
-
4%
55.1%
37.2%
-
5.8%
57.1%
33.7%
-
6.1%
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Savvy companies use a mix of in-house and agency resource. Choose the best mix of in-house and external agency and content resources ◦
◦
◦
◦
5.1. Content strategy: In-house control important. 5.2. Content creation: Paying for quality can help cutthrough. 5.3. Outreach and PR: Use agency contacts and networks. 5.4. Paid promotion of content assets: Agencies may have specialized tools and techniques.
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
36.2%
19.8%
10.9%
11.7%
21.5%
47.5%
24.7%
10.7%
6.5%
10.6%
57.9%
24.6%
6.8%
4%
7.0%
73.3%
14.9%
3.0%
4%
5.4%
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Investigating in content customers value is the key to success. Use the insights content matrix to select the best content by ◦
◦
◦
◦
6.1. Defining audience needs using personas 6.2. Plotting existing brand and competitor content use 6.3. Brainstorming new content ideas 6.4. Prioritizing new content based on agreed success criteria
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦
52.0% Blog Posts Or Articles 39.8% Email Newsletters Or Online Magazines 25.5% Whitepapers Or EBooks 24.8% Own Community Or Forum 22.1% Infographics 19.4% Branded Engagement/Viral Video 18.6% Animated Explainer Video 18.1% Webinars 16.9% Industry Consumer Reports 16.4% Competitions 16.3% Apps& Engagement Tools 12.8% Interactive Tools 9.8% Quizzes 7% Games
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Many don’t get value from their analytics, the leaders do. Setup and regularly review analytics to improve results: ◦
◦
◦
◦
7.1. Define the right content marketing KPIs 7.2. Define goal value in analytics to calculate ROI 7.3. Don’t forget qualitative feedback tools 7.4. Review performance to learn and improve
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
