Yes You CAN be a Content Marketing Rock Star
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1 Yes You CAN be a Content Marketing Rock Star Ms. Evanne Schmarder Roadabode Productions 112 Rainbow Drive Ste 1203 Livingston, TX (702) evanne@roadabode.com Evanne Schmarder Principal Evanne is the publisher of the Digital Marketing Trend Digest, architect of the industry-first Digital Marketing Benchmark Study, co-creator of the 90 Days Down-Under consumer brand, and principal at Roadabode Productions, a digital marketing strategy and consulting firm. Evanne takes extreme pleasure in raising the profile of the outdoor recreation industry.
2 Yes! You CAN be a Content Marketing Rock Star Companion Workbook Compliments of Roadabode Produc7ons Evanne Schmarder evanne@roadabode.com
3 WHAT IS CONTENT MARKETING? Content Marke+ng is anything a company creates and shares to tell their story. It is conversa7onal, human and doesn t try to constantly sell. It isn t a tac7c that you can just turn on and off and hope that it will be successful. It has to be a mindset that is embraced and encouraged. You ve got to START THINKING LIKE A PUBLISHER and use that to plan and execute your en7re marke7ng plan in which content of any variety can, should and must be a part of. C.C. Chapman, co- author with Ann Handley of Content Rules
4 CONTENT MACRO and MICRO As you embark upon your content marke7ng journey you must think both macro considering each piece of content part of a single large work and micro paying close ayen7on to the details of each and every post, blog, video, etc. Below you ll find a (by no means all- inclusive) list of types of content: Ø Website ar7cles/images Ø Videos/Vines Ø Pinboards Ø Blogs Ø Webinars Ø Surveys Ø Press releases Ø Photographs Ø SlideShare decks Ø ebook Ø Infographics Ø Live chats/hangouts Ø NewsleYers/ s Ø Podcasts Ø Curated content Ø Magazine ar7cles Ø Memes Ø User- generated content
5 CONTENT MARKETING Getting Started: Content Audit Begin your content marke7ng journey by reviewing the content that you currently produce. Create a list: Channel: Blog, FB, Pinterest, etc. Frequency: weekly, 2x day, etc.
6 CONTENT MARKETING Getting Started: Identify Motives What are your marke7ng goals? Why are you par7cipa7ng on social media? What type of responses are you looking for? The obvious end- game is sales but it s important to understand that there are a number of reasons to communicate with prospects and customers. These might include increased site traffic, building your subscriber list, being recognized as a subject mayer expert, iden7fying yourself as the go- to for advice, repairs, parts, brands, etc. Take a few moments to record your content marke7ng mo7ves:
7 Getting Started: DeDine Your Story CONTENT MARKETING Your content marke7ng should reflect your story. Folks want to know about you, how you came to be, what you stand for, what you ve achieved, what you strive for, how you operate your business. This is your story, the basis of your marke7ng program. Jot down a few bullet points that help define your story:
8 Building a Foundation: Personas CONTENT MARKETING Understanding relevance is cri7cal to effec7vely reaching and mo7va7ng your prospects and customers. There may be a number of players along the marke7ng journey including ins7gator, influencer, researcher, decision maker, user. Experts recommend you iden7fy each of these personas in order to crah and disseminate content appropriately. Once personas are iden7fied they should be shared and used by everyone in your organiza7on. Take the 7me to dis7nguish the personas you market to and personalize them as much as possible using gender, age, marital status, etc. and include a photo, quote, frustra7ons, etc. We ve provided worksheets for your use on the next few pages. Customize them as you wish, photocopy them, iden7fy the persona (mom, dad, boomer male, re7red female, etc.) you are outlining and complete it for each demographic you are trying to reach.
9 Job/Sector/Income: Age Range: CONTENT MARKETING Marital Status/Family Size: Hobbies: Likes/Dislikes: Online/Social Media Channels Used: Frustra7ons/Pressures: Concerns: Needs: Role in Buying Process (influencer, decision- maker, etc.): Buying stage: Drivers (costs/benefits/considera7ons): Persona: On topic quote: Compliments of Roadabode Produc+ons Evanne Schmarder
10 Job/Sector/Income: Age Range: CONTENT MARKETING Marital Status/Family Size: Hobbies: Likes/Dislikes: Online/Social Media Channels Used: Frustra7ons/Pressures: Concerns: Needs: Role in Buying Process (influencer, decision- maker, etc.): Buying stage: Drivers (costs/benefits/considera7ons): Persona: On topic quote: Compliments of Roadabode Produc+ons Evanne Schmarder
11 Job/Sector/Income: Age Range: CONTENT MARKETING Marital Status/Family Size: Hobbies: Likes/Dislikes: Online/Social Media Channels Used: Frustra7ons/Pressures: Concerns: Needs: Role in Buying Process (influencer, decision- maker, etc.): Buying stage: Drivers (costs/benefits/considera7ons): Persona: On topic quote: Compliments of Roadabode Produc+ons Evanne Schmarder
12 CONTENT MARKETING Building a Foundation: Keywords You ve iden7fied your mo7vators, your story, your prospects and customers. It s now 7me to begin thinking what terms are being used to find you (and your compe7tors) online your keywords and keyphrases. These keywords and phrases should be used liberally across your content marke7ng spectrum. Record your top 12 keywords/phrases below:
13 Building a Foundation: Channels CONTENT MARKETING Successful content marke7ng requires not only relevant, 7mely, and interes7ng content it must be seen. To that end, you must match your personas to appropriate channels, distribu7ng your message where your prospects and customers live online. While it s temp7ng to be everywhere, it s much wiser to master the few channels that are most popular with your audience and then branch out if desired. And this piece of important advice: It s great to have an abundance of Facebook followers, YouTube subscribers, or Pinterest followers but remember, YOU DO NOT OWN THOSE PROPERTIES. One analyecs tweak, one wrong move, one change in plaform ownership and you could be out. Bye- bye blood, sweat, and tears amassed audience. Instead, your website should be your hub, your home, the place where your message always points. If you choose to blog, house this on your website for both ownership control and SEO.
14 CONTENT MARKETING Building a Foundation: Channels Primary Audience Good for? Best for? Minimum Pos+ng Maximum Pos+ng Using demographic data for each channel, match your personas and content to reach your audience and achieve your goals. Facebook TwiZer YouTube Pinterest Google+ All Text, photos, video, links Engaging content, contests fastest growing demographic News, text updates, links, photos, video Original or curated content All Entertaining and educa7onal video Soh promo7on, how- to/7ps Women Photos, videos, graphics Products, how- to/7ps, e- books, infographics Young Men/ Students Text updates, links, photos, video Increasing searchability 3X per week 5X per week 1X per week 5X per day 3X per week 1X per week none 10X per week 10X per day 10X per week
15 Building a Foundation: Channels CONTENT MARKETING Addi7onal content marke7ng channels to consider include: Website your home base for all of your digital marke7ng efforts Calls- to- ac7on Landing pages Blogs keyword- rich words with images, links, and calls- to- ac7on Instagram very high engagement channel with brands crea7ng gorgeous visual campaigns including photos and video marke7ng a strong rainmaker in the digital world SlideShare visual presenta7on deck allows interac7on, exposure, and the ability to organize and share large chunks of informa7on LinkedIn ohen used for business by professionals of all stripes
16 CONTENT MARKETING Preparation: Content Plan Earlier in this workbook you noted your current content produc7on. Compare that to the channel overviews and your personas to assure you re reaching your market. Review your content for keyword usage. Begin thinking about how you can maximize your contact across several channels. Develop your content plan by iden7fying the channels you ll par7cipate on, the frequency of your posts, and your goals for each. Channel Persona Frequency Goals
17 Launch: Annual Editorial Calendar CONTENT MARKETING One of the largest stumbling blocks to a successful content marke7ng program is iden7fying content topics. While some marketers have too much to say, most have a difficult 7me coming up with ideas. Begin this process by rever7ng back to your story. Review a calendar to iden7fy relevant dates, events, holidays, etc. Add themes, special events, sales, new product/line launch dates. Plug in a light- hearted or human interest post on a regular basis. Couple that with 7mely topics, content that can be repurposed, and consistent scheduling. Build 7me and responsibility into your ed cal for engagement responding and interac7ng with comments, ques7ons, posts and likes. Use your ed cal not only to plan and post but to track and measure key metrics for each channel ac7on. Use the worksheets on the following pages to develop your ed cal.
18 CONTENT MARKETING Content Planning 1Q15
19 CONTENT MARKETING Content Planning 2Q15
20 CONTENT MARKETING Content Planning 3Q15
21 CONTENT MARKETING Content Planning 4Q15
22 Launch: Detail Editorial Calendar CONTENT MARKETING With your big picture overview on paper and themes, events, specials, and holidays to guide you, this step requires you to drill down, working out details of individual posts and releases, including but not limited to: Release date Channel(s) Owner/creator Message/topic Keywords/phrases Hashtags Des7na7on URLs Metrics You can accomplish this task using online sohware, icalendar or Google calendar, an Excel spreadsheet or any other tracking mechanism that you feel comfortable with. If using a computer, color- coding or using small icons for each channel is very effec7ve.
23 Launch: Channel Post Ideals CONTENT MARKETING
24 Launch: Cross Promotion CONTENT MARKETING Video Blog TwiYer Website enewsleyer Facebook Promo7ons Pinterest enewsleyer Content Every piece of content you create or curate can and should be repurposed for use on several content channels. Rework content to fit the channel audience. Podcast Print & post QR Codes Facebook Website TwiYer Blog
25 Post Launch: Measurement CONTENT MARKETING Best selling author and Digital Marke7ng Evangelist at Google, Avinash Kaushik purports that there are four and only four metrics you need to effec7vely measure your en7re social media outreach. They are: Conversa7on Rate = # of Audience Comments/Replies Per Post Amplifica7on Rate = # of Retweets/# Shares Per Post Applause Rate = # of Likes/Favs/1+ Per Post Economic Value = Sum of Short and Long Term Revenue and Cost Savings (as measured by analy7cs) Dig a liyle deeper and you can discover what Avinash calls rela7ve engagement rates the engagement rate per follower, per channel using an inexpensive online tool called TrueSocialMetrics.com. Determine what you ll measure and track your results on your detail ed cal. Refer back to it at each quarterly digital marke7ng review.
26 Random Thoughts, Ideas, Questions CONTENT MARKETING Step away from the day to day grind and allow your mind to wander. Ponder the things you ve learned about content marke7ng and give yourself permission to create. Use words, doodle, make a mind map. Think of this page as your workbook s cocktail napkin. Cheers!
27 Content isn't King, it's the Kingdom. Lee Odden, TopRank MarkeEng Thank you 2014 RVDA Conven7on AYendees!
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