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http://www.blog.affiliatevote.com/7-steps-to-success-competing-with-content-marketing/
Defining the intersection of brand communications and customer communications What brand must effectively communicate. This intersection drives content marketing strategy. What the customer wants to learn and will share. “…the [potential] customer needs evidence that we understand their problem better than they do before they will buy, share or recommend us…”
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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.
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How has your organization embraced content marketing? ◦ 9% OPTIMISED: We invest in content marketing as needed, have well developed capabilities and are optimizing them further ◦ 20% ADVANCED: We invest in content marketing as needed with management support, but could optimize and integrate further . ◦ 36% INCONSISTENT: We invest sufficiently in some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently. ◦ 22% BASIC USE OF CONTENT MARKETING: We make some investments in content marketing, but senior management doesn’t support further investments. ◦ 13% LIMITED USE: We make little use of content marketing and there is little senior management support.
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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.
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Companies with a clearly defined content marketing strategy or plan ◦ 32.3% integrated into our marketing communication or inbound marketing ◦ Strategy ◦ 11.7% defined in a separate document ◦ 56.0% doing content marketing, but have no defined strategy.
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Use the best analytical techniques to find the intersection of business and customer needs. We recommend using these content marketing planning techniques: ◦ ◦ ◦ ◦ ◦ ◦
3.1. 3.2. 3.3. 3.4. 3.5. 3.6.
Customer persona creation Customer journey mapping Content marketing matrix Editorial calenders Effective outreach analysis Using analysis for ROI/value assessment
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Rating of content marketing techniques ◦ ◦ ◦ ◦ ◦
58.2% 41.3% 37.5% 35.2% 45.2%
Creating A Content Marketing Strategy Custemer/ Buyer Personas Customer Journey Mapping Editorial Calendars Content Roi/Value Assessment (Through Analytics)
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Many businesses are investing more in content Marketing. Does your level of investment allow you to be competitive? Ensure you’re investing wisely:
◦ 4.1. Content creation: Is quality and update frequency sufficient to compete? ◦ 4.2. Paid AdWords or advertising network promotion: Pay for content to engage. ◦ 4.3. Paid social distribution: The Big 5 social Networks have many targeting opportunities. ◦ 4.4. Strategy and editorial: Plan to Succeed!
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Increase
Stay The Same
Decrease
Not Applicable
Content Creation(External Resources)
40.3%
36.5%
7.1%
16.1%
Paid Adwords Or Advertising (Network Promotion)
37.7%
37.4%
11.1%
13.8%
Paid Social Distribution (E.G. Through Social Network)
37.2%
41.2%
7.2%
14.3%
Content Promotion Through Earned Media (Social Media & Pr) Content Creation (InternalHeadcount)
69.0%
24.3%
-
4%
55.1%
37.2%
-
5.8%
Strategy And Editorial
57.1%
33.7%
-
6.1%
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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.
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Mainly In- Mixture In Mainly House The Activity Applicable Outsource
We Don’t Invest
Not
36.2%
19.8%
10.9%
11.7%
21.5%
Outreach And Pr
47.5%
24.7%
10.7%
6.5%
10.6%
Content Asset Creation
57.9%
24.6%
6.8%
4%
7.0%
Content Marketing Strategy
73.3%
14.9%
3.0%
4%
5.4%
Paid Promotion Of Content Assets
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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
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Relative cost effectiveness of different content marketing formats ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦
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
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Many don’t get value from their analytics, the leaders do. Setup and regularly review analytics to improve results: ◦ ◦ ◦ ◦
7.1. 7.2. 7.3. 7.4.
Define the right content marketing KPIs Define goal value in analytics to calculate ROI Don’t forget qualitative feedback tools Review performance to learn and improve
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