SEARCHLOVE DAN DIEGO 2013-Adria Saracino

Why your Content Marketing Initiatives are Failing (and how to fix them)

Transcript

1. Why Your Content Marketing Initiatives are Failing (and how to fix them) ADRIA SARACINO
2. Adria Saracino Head of Outreach, Distilled adria.saracino@distilled.net @adriasaracino
3. CONTENT MARKETING IS HARD
4. SO, HOW DO WE MAKE IT EASIER?
5. @adriasaracino Adria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
6. 1 SHORT TERM: TACTICAL
7. THE ISSUE: SUBPAR PROMOTION
8. WRONG AMOUNT OF PROMO
9. WRONG TYPE OF PROMOTION @adriasaracino Adria Saracino
10. 1.  Building and borrowing influence 2.  Match promotion to the funnel @adriasaracino Adria Saracino THE ISSUE…FIXED
11. Social Outreach Outreach PR & Outreach Advertising Advertising Advertising Social Email Email Advertising Event Event Outreach Email Awareness Trigger Search Consider Buy Stay
12. Awareness Trigger Search Consider Buy Stay Data viz Free eBooks Free eBooks Contests eBooks - signup Coupons Forums Blogposts Charity UGC Blogposts Coupons News stories Contests Reviews Blogposts
13. THE ISSUE: INEFFECTIVE PITCHING
14. PITCH RESPONSE SIMULATION
15. Know what motivates gatekeepers: @adriasaracino Adria Saracino THE ISSUES…FIXED MONEY AUTHENTICITY VISIBILITY Further reading: How to Master Working with Bloggers
16. THE ISSUE: INABILITY TO LET GO
17. YOU LOVE THE IDEA TOO MUCH
18. 1.  Don’t compromise for data 2.  Have “checks and balances” 3.  Consider testing o  Feedback Army or UserTesting.com o  Ask the gatekeepers @adriasaracino Adria Saracino THE ISSUES…FIXED
19. THE ISSUE: CRAPPY CONTENT
20. @adriasaracino Adria Saracino CRAPPY EXECUTION
21. @adriasaracino Adria Saracino CRAPPY GOAL ALIGNMENT
22. @adriasaracino Adria Saracino CRAPPY IDEA Discovery Channel Source Better Ideas
23. @adriasaracino Adria Saracino THE ISSUES…FIXED q  Who? q  Why? q  Useful? q  Understandable? q  Tracking goals? q  Epic attributes? The Epic Content Checklist:
24. 2 MID TERM: STRATEGIC
25. THE ISSUE: UNSUITABLE GOALS
26. SHORT TERM (OR NO) GOALS
27. @adriasaracino Adria Saracino THE ISSUES…FIXED 1.  Play the 5-Why’s Game 2.  Visualize the goal cycle 3.  Track & analyze (ongoing)
28. Awareness Trigger Search Consider Buy Stay @adriasaracino Adria Saracino LEAD GEN RETENTION SALES CONSUMPTION
29. •  LCV / RFM •  Churn % •  Retention % •  Repeat visits •  Net promoter score •  Purchases •  LCV / RFM •  CPA •  Avg. $/user •  Latency •  Sign-ups •  Inquiries •  Downloads •  Referrals •  Assisted leads @adriasaracino Adria Saracino CONSUME LEAD SELL RETAIN •  Mentions •  Shares •  Links •  Traffic •  Rankings •  Affinity
30. THE ISSUE: INSUFFICIENT RESEARCH & DATA
31. INSIGNIFICANT RESEARCH
32. @adriasaracino Adria Saracino THE ISSUES…FIXED Type of research to conduct: 1.  Benchmark audit 2.  Competitor research 3.  [Online] market research 4.  Customer research
33. THE ISSUE: INCONSISTENCIES
34. CONFUSING USER EXPERIENCE
35. @adriasaracino Adria Saracino THE ISSUES…FIXED 1.  Determine a brand message 2.  Create editorial standards 3.  Develop an editorial calendar
36. 3 LONG TERM: INTERNAL
37. THE ISSUE: INEFFICIENT WORKFLOW
38. CONFUSING WORKFLOW
39. @adriasaracino Adria Saracino THE ISSUES…FIXED 1.  Identify internal stakeholders 2.  Collaborate on a lean process 3.  Create deadlines & governance
40. THE IDEAL WORKFLOW IDEATION PLAN WRITE EDIT PUBLISH PROMO TRACK WHO  NEEDS  TO  BE   INVOLVED  HERE?   WHO  NEEDS  TO  BE   INVOLVED  HERE?   (esp.  for  crea,ve  assets)   CAN  YOU   INTEGRATE  WITH   OTHER  TEAMS?   HOW  QUICKLY  CAN   YOU  GET  HERE?  
41. Publisher/Editor-in- Chief Managing Editor Section Editor Section Editor Writers Photo Editors Photographers Design Editors Graphic Designers PUBLISHER GOVERNANCE
42. CCO / CMO / Consultant Content Owners (Inbound, PR, Social) PR Editor Inbound Editor Writers Photo Editors Photographers Design Editors Graphic Designers BRAND GOVERNANCE
43. THE ISSUE: NO BUY-IN
44. NOBODY BELIEVES YOU
45. @adriasaracino Adria Saracino THE ISSUES…FIXED 1.  Invite others into your process 2.  Scratch their back 3.  Provide ninja education 4.  Let results do the talking Further reading: How to Get Your Boss to Care about Content Marketing
46. TIMELINE FOR CONTENT MARKETING SUCCESS
47. @adriasaracino Adria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
48. Thanks. Any questions? The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file ADRIA SARACINO adria.saracino@distilled.net @adriasaracino