Live Well Network Content Marketing Strategy
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Summary:
Key issue p. 1 Principles for achievinga sustainable and competitive growth p. 3 Strategy p. 5 Content Marketing Usage p. 6 Tactics: p. 8 Visitor-created content p. 12 How to develop and execute content
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Metrics p. 15 Tools
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Why is to be“Like!”ed important?
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“The Biggest Looser finale on LWN”
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Content Marketing Strategy Key issue: LWN will not be able to increase its page view rate without establishing a higher level of returning users and registered members (user loyalty). LWN has low traffic and high bouncing rate because: They don’t like its design. They don’t find it interesting or credible. They don’t understand its added value. They don’t find reasons to engage. Expectations of outcome: To raise returning visitor’s rate and registered members. To increase traffic. To clearly differentiate the product from competitors. To increase value. To make visitors understand why is LWN good for them. To generate brand equity: Increase consumer appeal. Increase awareness. Increase quality. Increase performance. Deliver on consumer promise. Generate new usage occasions. On-going marketing support. Why? Because loyal customers provide a steady revenue stream. If brand equity is raised: Retention and users will grow exponentially. LWN would increase market value. It would be profitable. It would expand services. It would eliminate competitors.
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How? Success is about doing most everything well enough, not about really excelling at one facet. Provide a unique solution to a substantial need/desire, be credible and be free of barriers. LWN message needs to be understandable, focused and translatable.
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Principles for achieving a sustainable and competitive growth: LWN resist focusing on the most valuable customers over the long-term, preferring to acquire as many customers in as short time as possible as their venture capital is structured to reward that objective. To achieve long-term success: • Identify key customer segments. • Create target groups of similar segments. • Prospect for look-alikes in target markets and LWN own visitor database. • Deliver differentiated messages and experiences. • Implement the approach throughout the departments within LWN. • Measure the effectiveness and adjust strategy.
Goals: Increase pageviews from 258,000 (May 2011) to 500,000 by August 2011 Create traffic to the web. Increase number of pageviews. To inform visitors, sometimes involving products. Increase average time on site by retaining visitors attention. Create relationship and a community of visitors and registered members. Create a database and visitor insight. Encourage participation, inbound one-way links for SEO Brand’s recognition as a thought leader and industry expert improving brand loyalty. Become a trusted resource. • Create value for advertisers. • • • • • • • •
LWN will develop a content marketing campaign focused on creating valuable content for visitors and encouraging their participation to build a lasting relationship between the network and its viewers to increase traffic to the webpage and generate brand equity and therefore value for advertisers. • The short-term goal is to increase LWP page-views by 98% ( generate 242,000 pageviews) in a period of three months (by August 2011). We will achieve this by increasing quality, performance and awareness.
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• The mid-term goal is to achieve an exponential growth of page-views and create a community of registered members. We will achieve this by delivering on viewer promise creating a relationship and therefore increase brand equity. • The long-term goal is to expand services and generate value for advertisers. We will achieve this by achieving a sustainable and competitive growth of traffic and creating a database and consumer insight. Our target market and future visitor needs of content are gathered through comprehensive research. This include competitors research, keyword search analysis, phone calls, inperson meetings and e-mail surveys (Zoomerang and Survey Monkey). But we already have a pretty good understanding of our target market needs and content interests. List of subjects of interest: Home, health and lifestyle news and articles, product reviews, life coaching, how to’s, cooking, travel, offers and discounts. List of important keywords: Google news, death 2010, world wide news, room for ideas, world news, diet plans diet plans, design homes, music news, recipes for, hollywood news, beauty products, recipes, personal trainer personal trainer, entertainment news, best diet, health it magazine, weight lose.
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Strategy: LWN content marketing strategy will be focused on increasing the quality of the content, increasing the performance of the website and increasing its awareness. To develop and deploy a content strategy, LWN will use the B. E. S. T formula to simplify the process. The content will be: Behavioral: All the content we create has a purpose, and the ultimate purpose of our content is to make our users feel fulfilled. We must become a trusted resource of information, to be the obvious source of solutions to their problems and helps them lead successful, productive, enjoyable jobs and lives. We will relate content with advertisement so we put them on the path to purchase. As a result, we will convert them into an stream of returning visitors, increase registered members, and therefore trust our advertisers products and buy them. We will measure their behavior tracking how they interact with LWN, by their comments and reactions with the content, by measuring if and how they share it, and finally measuring page views. Essential: All the content we create will be succinct and hyperlinked, as visitors have limited attention spam. It will be consistent over and adapted to all the platforms to be easily viewed. It will cover what our visitors really need to succeed at work or in life and, therefore, it will be beneficial to them. LWN will also create unique surprising content to awake curiosity achieve maximum positive impact to be shared virally. Following an essential strategy for our content creation will increase the number of new visitors, of returning visitors and the number and quality of inbound one-way links in other websites that will increase referral traffic to our web, increasing our ranking on Google and therefore increasing search traffic visitors. The digital media types that the content marketing strategy must use are social media (covered separately) article posting, eNewsletter, Case Studies and Blogs, White Papers, Webinars/Wecast and Videos.
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Content Marketing Usage (by Tactic) Social Media (excluding blogs)79% Article Posting 78% In-Person Events 62% eNewsletters 61% Case Studies 55% Blogs 51% White Papers 43% Webinars/Webcasts 42% Print Magazines 42% Videos 41% Promoting Content in Traditional Media 31% Microsites 30% Print Newsletters 25% Research Reports 23% Data-Driven Content Marketing 21% Podcasts 16% Digital Magazines 15% Mobile 11% Virtual Conferences11% eBooks 9% B2B Content Marketing: 2010 Benchmarks, Budgets and Trends | MarketingProfs/Junta42
Strategic: The content marketing effort will help achieving LWN short-term goals by creating buzz, spreading inbound links virally and therefore increasing 98% pageviews by August 2011. Will help achieving mid-term goals by creating a regular flow of increasing visitors and registered users to LWN newsletter and to watch content that is valuable and relevant to them. Will help achieving long-term goals generating a valuable database that will be used to expand over other services as we know, understand and have a casual relationship with registered members. It will help is to target offer them targeted messages and create value to advertisers. It will be integrated with other strategic initiatives as they are all aiming the same goals. The content we create will be used to support any marketing strategy. Quality content will generate brand equity, Facebook likes, Tweets, will determine who and how, will be used in all the platforms following the same strategy. Will be integrated in the essence of LWN’s identity.
Targeted: The content we create will be customized to our target audience profile in terms of psychographics, digital usage habits, content consumption preferences, content creation profile and multitasking habits. Doing so LWN will provide truly relevant content to each to its users (based in all we have learned about them). Our primal target market is know as Sweet Homer’s, and therefore WLN will create content which satisfy their needs and aspirations and will send them customized content understanding who they are, how we can make their lives better, when they like to be reached, what kind content ere they consuming and where are they consuming it, what subjects are they interested on and why they are relevant to them. Our primal target market is motivated by emotional factors and what they think the products they buy, clothes they wear and books they rear tells about them. They are categorized as the seven emotional factors: joy, anger, melancholy, worry, grief, fear, and 6
fright. Is easily influenceable by friend. Have gone to college and hold professional and white-collar jobs. They surf the Internet in their home while watching TV, and this is most likely the way in which they will visit LWN website.
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Tactics: LWN will be not just a resource of information but also will encourage the engagement and participation of visitors. To do so, LWN will develop a separate tactic for each channel. Them will implement each other to create synergy across platforms in order to achieve LWN short, mid and long term content and general marketing goals. LWN-provided:
Article Posting & Info-graphics: 78% The articles posted on LWN will be the core part of its content. They will provide information about the most relevant interests of our target market in relation with the content provided by the TV channel: Health, beauty and fitness (among others). They will provide additional information to on-air shows. Visitors will have here the opportunity to make their our comments and share their opinions and thoughts as registered members. Info-graphics —graphics and charts— about hot topics will be developed based on polls and research to support the articles creating valuable easy to use information for viewers. They are a useful way to understand information graphically. People tend to shared virally creating buzz and positioning LWN as a trusted resource of valuable information. It will be created by LWN show producers and talent, on-air guests, and web producer. The content will be statically created. It will be regularly updated by subject so every day there is at least a new main article posted on the home page of the web. It will also be added as shows premiere on-air. Comments on content will grow dynamically making it relevant for a longer period of time. There are many software options to manage web analytics. LWN might use Omniture.
eNewsletters: 61% for registered members. Customized eNewsletter sent to registered members with information about fields of interest and new content & shows in which they could be interested. Dynamic. Database for user information to customize network news and new content. eNewsletter provide direct communication with viewers. They are interactive displaying call’s to action, they build loyalty and they have low cost. Is one of the best way to reengage with our audience.
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eNewsletters will be sent each monday to those registered members who gave LWN permission to do so via Opt-In. They will have personalized subject lines and will be customized based on their fields of interest and new content & shows in which they could be interested. With opt-in the consumer does not receive emails unless they say they want them. Subscribers will have an easy option to unsubscribe. There are many software options to manage eNewsletters . LWN might use Omniture.
We should track the following metrics: - Bounce Rate: A high bounce rate implies a poorly kept and maintained email list. - Open rate: The percentage of people who open an email. Open Rates are greatly driven by your subject line and messages. - Click Through Rate: The percentage of people who click through a link or call to action and go to the landing page. CTR’s are greatly driven by the content of the email, the offer, benefit, creative design‌ - Conversion Rate: The percentage of people who registered. Conversion Rates are greatly driven by the landing page (customized page or not), the offer displayed on it, the benefit of the offer‌.
Blogs & Case Studies: 55% Blogs are an interactive platform of communication between show producers, talent, onair guests and celebrities with their audiences. They will provide examples, trusted advice and will serve as a platform for them to share articles and information they find relevant to their audiences. Registered members will have the opportunity to engage in a conversation, share their opinions and create valuable content. Blogs provide an easy way to maintain LWN website updated and constantly growing. They also provide an opportunity to build a more casual relationship with show hosts and on-air guest talent as well as increase traffic and average time on-site, increase the number of registered members, implement database and visitor insight, generate one-way links for SEO, and generate brand value. To manage the bogs we will use Google Feedburner to monitor the health of your blog feed.
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White Papers & Case Studies: 43% A white paper is an authoritative report or guide that helps solve a problem. White papers are used to educate readers and help people make decisions. With them, LWN want to provide valuable information to their users explaining them how to do thing related with the subjects we cover. LWN will become a trusted resource of valuable information teaching users how to do new things relevant to their interests. White papers will generate considerable inbound traffic to LWN, as it is consider that this kind of content, classified as “How to’s”, is top in web search share. LWN will adapt its TV content to a variety of platforms to easily and consistently watched any time anywhere.
Webcast (broadcast over the internet), Webinars (web conferencing): 42% A webcast is a media file distributed over the Internet using streaming media technology to distribute a single content source to many simultaneous viewers. Essentially, webcasting is “broadcasting” over the Internet. A webcast may either be distributed live or on demand. The largest "webcasters" include existing radio and TV stations, who "simulcast" their output. LWN will “simulcast” their output over the internet broadening its reach. LWN will also provide the opportunity to attend interactive lectures from relevant guest speakers broadcasted live on the web. Webinars are conferencing events shared with remote locations. It will allow LWN guest speakers to give lectures or short presentation simultaneously, across geographically dispersed locations in nearly real-time. They include polling and question & answer sessions to allow full participation between the audience and the presenter. It will allow registered participants to make real-time questions to guest speakers. LWN will expect to increase the number of registered users who will need to give their information to attend this webinars.
Video & Podcast (non streaming webcast): 41%
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A podcast (or non-streamed webcast) is a series of video files that are released episodically and often downloaded through web syndication. Registered members will have the ability to automatically download their favorite LWN shows to their computer or digital devices to watch it anytime anywhere.
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LNW Visitor-created content: For registered members only. LWN will be not just a resource of information but also will encourage the engagement and participation of visitors. For make it easy for the user to create and share content, LWN will enable a variety of blogging tools on the website and on the iPad app, via email or postal letter. Visitors tips & tricks: Blog tools on the website and on the iPad app, via e-mail or postal letter. “How you do it?.” Encourages visitors participation, experts would give feedback, as well as other users. LNW will encourage to send tips and tricks they that users find useful and that will like to share with the rest of LWN followers. This section will be called “Haw you do it?” Experts and other users will validate each entry giving feedback. Users recommendations (bar, restaurant, spa, markets): Blog tools on the website and on the iPad app, via e-mail or postal letter. “The places you love for a healthy life.” Encourages visitors to participate by generating a user insight. LWN will allow users to share their own recommendations about their favorite spots related with healthy habits using the same blog platform described previously.
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How to develop and execute content: Timely strategy step by step: 1. Start a blog and generate valuable free knowledge: Start a corporate blog right away and claim the brand/program name on all popular networks (this process is already started), specifically in those relate with video sharing like YouTube, Vimeo, Hulu, blog platforms like Blogspot, Blogger, WorldPress, livecasting  networks, social media networks like Facebook, and in stream networks like Twitter or AOL. 2. Give away secrets and 3. Establish LWN as leader and authority: Determine influencers/bloggers and target them from the very beginning of the project. We will give them a reason to advocate of our brand and content, and generate a friendly relationship with them. This will give us community trust and will generate qualitative buzz. 4. Set a Feedburner account for Rss reader tracking (Digg, Reddit and Sphinn) Set up a Twitter account, a Feedburner account for Rss reader and a google Webmaster Tools account. 5. Submit content to social sharing sites: To grow organically in Google searches as Google would see that we generate valuable content and is everywhere in the net, so will rank firs in new parent searches. 6. Unique content with catchy titles: The blogs that LWN generate would have unique content with catchy titles to create buzz and traffic also to rank firs in Google searches organically (Search Engine Marketing). Use Adgoroo to track keyword. 7. Bookmark content in Delicious: Delicious is used by writers when researching for valuable content. It measures the popularity of a webpage by measuring how many time it has been bookmarked. Will get repeat traffic from people who bookmarked our web. 8. Enable social share mechanism: We will enable easy social sharing mechanisms for our viewers to share our content.
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This will also increase our credibility s number of hits start to grow and people start to share creating inbound one-way links for SEO. 9. Create an editorial calendar: We will create an editorial calendar and stick to it. We can use Tungle.me to do so. = Content schedule that works from present to about a year out. = Create ongoing editorial calendar = Develop production schedule = Assign a project manager. = Identify sources of content 10. Answer questions on LinkedIn and Quora : It will help in establishing ourselves as experts in the field by answering questions in detail in webs like Quora, LinkedIn or the new Facebook Questions tool of our Facebook page. 11. Write e-Book or whitepaper solving most common visitors needs: We might publish an e-book with submitted information by LWN registered members. 12. Write guest post for others sites with similar products: - Guest post can provide massive traffic. Engage every comment on the post. 13. Offer eBook as gift for becoming a registered member: LWN will offer the e-book in exchange for some user data, like email. With this tactic, we will create word of mouth and viral traffic. Build database 14. Write about others to build relationships and inbounds: Talk about tools and companies whose products are related with LWN. They will likely share it with their audiences and will build lasting relationships. - They will like to share it with their audiences. May return favor in future. 15. Design an infograhic to spread LWN’s message: A great way to generate traffic is creating an infographic based on the information we had gathered so far. People tend to book mark them and share them more than other media. 16. Identify other sources of content: Experts on the field. 14
Metrics: There are many software options for analytics. LWN might use Omniture. We should track the following metrics: I.
Conversion rates: To make users register to be LWN members is our ultimate goal, and understanding what kind of traffic converts, we can focus on that segment and create more content for it. II. Returning visitors: Returning visitors covert twice as much as new visitors. It will help us decide wether or not to start a new blog on the site to keep people engaged and coming as often as possible. III. Traffic Sources: Direct traffic, Google’s organic. We can measure the conversion rate in relation for each platform and content displayed on it. It will help us decide whether or not to test new content. IV. Keyword report: What keywords convert well and what keywords convert poorly. We will be able to figure out what kind of search queries bring you more registered users and we can optimize LWN site for those keywords. V. Average time spent on site: The average time users spend in LWN White papers content, which will give us insight about which content is more interesting for visitors. VI. Reblogs, comments: Will give as feedback about how people is getting engaged with the content provided. VII. Measure Facebook likes to tell people about the blog and open a line of communication with our viewer and his friends to embrace conversation VIII.Measure tweets, watching a news link spread organically is a measure of awareness, engagement and traffic drivers, and to know how people talks about us, and how much. Then we should reach them: If they are getting wrong information, give them the right information. If they are complimenting us, we have to thank them. If they ask us, we have o answer it. Success can happen in different ways.
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All our efforts should be measured and quantified: Alexa: The Alexa Traffic Rank will show how popular the site is compared to yours, including Reach, Pageviews and more. Compete: Compete helps you benefit from click-sharing by providing free services that create a more trusted, transparent, and valuable Internet. Quantcast: Free audience measurement for marketers provides detailed user demographics and deep audience insights at the campaign, site and conversion level. Omniture: The industry-leading web analytics solution that provides marketers with actionable, real-time intelligence about digital strategies from all online initiatives across multiple marketing channels. Online leadership studies. Google Analytics to have all the information about our visitors and how they interact with our web or, for example, when in a video they left the page. Google Adworks keyword tool. Google Feedburner monitor the health of your blog feed Hotsuite is a very useful tool for al monitoring: track comments, schedule tweets and Facebook comments, and generate Analytic charts for monitoring the progress of social media campaigns, crick stats for twits, and monitor activity on our Facebook page including daily likes, posts, demographics, and more. Open Audience Manager would help our site publish feed stories to those who’ve clicked their like buttons. We will get how many people, location, age group, etc liked our page unless who they are. Klout is a measurement for our overall online influence based on Facebook, twitter and linkedIn. It measures how people react to our messages. It will answers questions like " Are our tweets interesting and informative enough to build an audience?", "How likelly are we retweeted?", "Are we tweeting too little or too much for your audience?", and much more. 16
Trackur is a very powerful social media monitoring tool used to monitor our reputation, our news mention, or our competitors. Notify.me would help us to stay current of sources of interest on the web by delivering notifications to destinations of your choice. Social Mention is like Google alerts but for social media TweetDeck to manage all your personal social media profiles. TweetDeck allows us to connect across Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz. we can update all or just a few with the same status at one time. Keepstream is an application we can use to organize our tweets and Facebook comments into collections to use them lately in pressentations or blogs. We can also search for keywords in stored tweets. For Analitics, use Spredfas. Measurement is determined by the amount of content distributed, how many people were reached and whether the intended audience was engaged. CoTweet is an excellent tool for small businesses or divisions of larger businesses that spread social media duties among team members and have a customer-service approach to engagement. Real time Facebook Insights provides metrics around our Facebook Page content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, we are better equipped to improve with Facebook.
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Why is to be“Like!�ed important? I.
The Like Button Gives Human-Edited Content. Human ranking trumps computerized ranking. II. The Like Button Measures Your Effectiveness. Communicates volumes to both the reader & producer III. Network Engagement / Involvement. An engaged network is the best type of network for marketing. IV. Customer Sentiment. A Like is a positive affirmation to the brand and the content produced. V. Content Value.The Likes serve as a content-qualifier, teaching you what your target market prefers to hear from you. VI. Content Relevancy VII. Facebook Likes Gives the "Liker" Power & Control allowing us to "vote" for the content we find likable. VIII.Facebook Likes Measure Your Social Media Success by the number of Likes and Comments received IX. Facebook Like Button Promotes Facebook Use in prompting users to post more and better content X. Facebook Like Button Improves Human Condition. It plays into the fiber of our human need for connection and gives us the affirmation we crave. XI. Cure for Aloneness. Proper posting on Facebook builds self-esteem.
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Social media program details around “The Biggest Looser finale on LWN” This program would be divided in three stages. Pre, during and post broadcasting. The strategy to follow would be the one used in a political campaign, on when doing a trip abroad: 1. We think in long term in general thoughts.We read guides, we buy the tickets, we talk about our trip, we ask for advice, etc. 2. We thing in short term about the problematic. Then, we tend to worry about details, passport, visas, flights. 3. During the trip, we like to take decisions. 4. After, we like to share our experiences, pictures, videos, etc.
Pre: Leverage content, generate Buzz and originate interest around the contestants by using Magazines, Blogs and, Facebook “like!” Twitter. The voting and engaging tools will be developed to be used mainly on mobile devices, but also in home TV screens and home computers. 1. Each contestant will open a Blog, a Twitter account, a Facebook page, Flickr, and a Youtube account. 2. Each contestant will generate relevant content about themselves. a.Blog: Generate content about themselves, their life, their interest, their opinions, their
values, why should they be elected b.Twitter: To post about their every-day thoughts, retweet what they find important, to tweet about their social life and everyday experiences in order to connect emotionally with followers. c.Youtube: Contestant would upload their promotional videos d.Youtube The Biggest Looser finale on LWN: Campaign adds will be generated to encourage people to vote, explaining them what would happen if they don’t do so. The tonality will be inviting, and generating a demanding call of action as “what would happen if you don’t vote” e.Flickr: contestants would upload photoshoots to show their beauty and style. f.Magazines: Would give information about the in and outs of the contestants, giving them an editorial opportunity to market themselves and to be know by readers. g.Facebook personal page: Would serve as a gatherer and wall of advertisement for the contestants. “Likes“ will be used to measure all the details explained previously. 19
h.Facebook The Biggest Looser finale on LWN: Would update followers about news
related with the competition. “Likes“ will be used to measure all the details explained previously. i.A banner campaign would encourage people to go and vote for the new Biggest Looser winner to the Web page. • By giving the opportunity to express themselves and market themselves, is likely that other blogs and media start to talk about the contestants to generate media buzz. • Facebook “Like!”s’s will give us the opportunity to measure and market followers and to know them better to generate more actions and to segment them for our sponsors and advertisers, • All this digital campaign will be supported by tv interviews and Pageant advertisements. Participation: a.Facebook “Like!”’s would be used to help the jury to select contestants. b.Twitts to send questions thew would like to ask to contestants during the pageant. c.SMS votes to vote for their favorite candidates before the pageant. Remember, we want this campaign to resemble a political campaign and people to advocate for the contestant they like/trust the most.
During: The Biggest Looser finale, LWN web would be used as the-place-to-go for gathering information during the gala. • Viewers would vote via SMS. 1. This voting action will generate big revenues. 2. Part of the income would be used to support tornado’s victims. Votes would be displayed on the screens during the broadcast. 3. A prize would be given after the competition to one of the voters selected by draw. 4. Viewers would participate by sending tweets which will be displayed on the web. Those tweet would be measured.
After: • Our marketing efforts would be focussed on making the pageant relevant to media as long as possible. • The Biggest Looser finale LWN web site would post all the content generated in the gala, with links to Youtube videos and relevant Tweets.
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Post The Biggest Looser finale at LWN: • A database would be generated with information about all digital followers and participants to market them with promotions etc. • All the activities where The Biggest Looser finale is involved will be communicated to those followers by the medium they choose to engage with The Biggest Looser. • Further decisions and actions would be weighted at that time.
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Live Well Network Content Marketing Strategy
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