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Marketing Communications Strategies and Tactics Content Marketing 101
Agenda What is content marketing? Who uses content marketing and why? How do I know if content marketing is right for my organization? How do I begin to implement content marketing principles? Where do I go to learn more about content marketing best practices?
Good news, Bad news
Media relations
More bad news
81 % of adults now use the Internet 71 % of those people use Facebook 20-25 are on Twitter, % LinkedIn, Instagram or Pinterest 56 % 65+ 53 % 18-24 50 % college ed. 42 % of women Source: Pew Research
Social platforms are now content platforms
52 % of adult internet users now use at least two social platforms daily. The demographics are now robust enough that you can use them to target specific audiences with your content. Source: Pew Research
Social platforms are now advertising platforms
The final piece:
The final piece: Amplification
The last piece of bad news This is not for your college intern It takes time It takes money And you have no excuses
The year of implementation
Launching a content marketing program
The Buyer s Journey
The Buyer s Journey
http://www.google.com/analytics/
Tips Ask about Google analytics at the start of every campaign You ll need an email and password Use generic emails to manage client analytics Use Google videos to learn more
The Buyer s Journey
Conversion An incremental term to describe going from one step to the next
What You ll Need: Content to test Social Advertising Offers based on results Calls To Action Landing Pages Thank you pages Email workflows
Blog Post
Social Post
Thank you page
Follow-up messages
Offers
Metrics Sales Qualified leads (SQL) Talk to the sales team Understand what it takes to close a customer Attach a value to every action Align your resources with the sales cycle Extend the timeline for results: 18-24 months
Sample Lead Scoring
Audits
Audit Summary Timeline: 6-8 weeks Deliverables: Audience Content Gaps Ongoing Recommendations
FRANCHISOR FRAN Background Is a brand marketing manager for a franchisor (e.g. Mosquito Squad) Has a bachelor s degree in marketing or a related field Has at least five years of marketing experience Role/Responsibilities Corporate role: manages marketing initiatives to drive web traffic, leads and sales for franchisees Franchisee support role: provides franchisees with marketing best practices, templates and partner recommendations Personal goal: feels responsible for helping franchisees grow their business Manages partnerships with vendors, including PR, marketing and advertising agencies
Brand Journalism Looking ahead
INSERT UMGAS Discuss as case study
Final Thoughts
Resources HubSpot.com (buyers journey) Moz.com (SEO and web analytics) Keywordtool.io (traffic analysis) BuzzSumo (content ideas)
Thank you! @fairfaxeda @jonnew