#CMWorld 2015 – Developing a Documented Content Marketing Strategy – Doug Kessler & Michael Brenner

what a good strategy can do for me good strategy actually can multiply your budget and a bad one can have your budget because you're pissing away activities that really shouldn't be done that's a great reason alone you don't need a better one squeeze maximum value from any one piece of content or for the whole content portfolio or library make it all work together to hit your marketing goals keep stakeholders on board we'll talk a lot about that a lot of what fails in content marketing is that it's not it's doing a good thing but some stakeholder comes along and hits it with a big stick for the wrong reasons so strategy can really help there defend your budget and argue for more so at some point someone's going to come up and say this content thing we're going to cut that and if you don't have a strategy it's going to be really hard to defend what makes good strategy just in general forget about content marketing just any good strategy it's going to be documented I mean up in England I live in England they have a constitution they say it's not written down I mean as from an American standpoint it's bizarre how can you say you have a cow it's not written we know what it is bizarre and that's how i feel about content strategy to you either have it written down or you don't have one in my book short clear and simple this is not rocket science it does not have to be overly dressed up specific and measurable always good the more numeric you can make it agreed on probably the single most important thing we will talk about that more going for it and a good strategy in general is one that plays to the strengths of the company so you know who you are you know you're good at you know you're not good at a good strategy ought to match your strengths so those are the kind of characteristics will be aiming for today a couple things to talk about one is the outside-in approach to strategy instead of inside out we go into a lot of different companies who are different places on the content marketing journey and we get a lot of this kind of statement we need content for this line or this business product of this line of business and to us it's already starting with traditional old school marketing you know we have something to promote let's do content to promote it what we want to do is spin around and say the prospect our audience has these infirm needs how do we fill them so it's just a mindset change at the very very beginning and early on in the strategies we talk to with our clients about try to get this this thinking this mindset change in as early as possible and Mike will be talking about that when we talk about editorial strategy minimal viable strategy is a nice what you know how in them startups they have minimal Viable Product just get something out there and then iterate and make it better I think that's what we should all do with strategy is not think this is going to take four weeks and 19 meetings do it in an hour do it in an hour on a piece of paper and that will be your start and then it can only get better from there actually you could get a lot worse from there that one hour maybe your best strategy so I like the idea of a minimal viable strategy and keeping it in mind three really simple questions where are you right now where do you want to be in a year and what will you do to get there it's really just boiled down simplicity and a strategy should be able to map that journey from where you are to where you want to be all right so three simple questions with the content marketing strategy one is where are you now so we're going to talk a little bit about what does an effective content marketing strategy look like and I'm going to ask you to actually think about your own organizations and businesses and how would you rate yourself against different sets of criteria where do you want to be in a year so we're going to talk about aligning around business objectives what kind of objectives would you have probably asked you to maybe scratch some down and share some as well and then how will you get there so again what's the approach that you're going to take to achieving that success so I talked about key factors or criteria for content marketing success so and and we put these together basically after working with probably about three dozen different brands looking at all the available research from content marketing institute and marketingprofs and and all the different research that was available and and you know if there's one slide I think that really encapsulates sort of this how do you know how well you're doing or what's your current state I would say it's these things so effective content marketers have utilized each and every one of these steps now there's probably no ideal brand in the world that's actually doing all of these but if you think about if you think about in your own industry or even in business it at large effective content marketers are doing each and every one of these or at least doing some of this pretty well so I'll walk through each one of these really really quickly and then we're going to spend essentially the rest of the next couple hours sort of teaching you what we think is the fun is fundamental to achieving success with these and then workshopping a little bit how that might apply to your business so number one documented in content strategy i think we've already just talked about that enough to let you know that the number one most important thing is having your content marketing strategy documented and a line and gaining that alignment around the business number to having someone accountable for content this does not mean someone's in charge is anybody here in charge of content marketing for their organization okay great okay well that's awesome so so it's all your businesses are investing with you and your salary and and and and your employment in the company in effective content marketing smaller businesses if you're a small business this doesn't have to be one person it just means that the accountability for content marketing success is defined within a group of people or across an agency landscape so having some accountability for content marketing success consistently publishing quality content and so I love to do this like I'll ask a roomful of people how many people would choose quality over quantity quality / qui ne buddy to choose quantity anybody anybody in every situation where I've asked that in a hundred examples a hundred percent of the people pick quality right but here's the point it's like the tree in the woods if you publish one great piece of content and no one is around to see it it falls and it has no impact right so you've got to do both quality is mandatory right it's not an option you've got to have quality but what's what's really tough about content marketing is building that I call it the machine you got to build the machine for quantity you got to be able to do it consistently figure out how to consistently publish quality content so that's the trick that's the trick that we're going to get into mapping content to your customer or by our journey Doug's going to get into a little bit of that we'll do some exercises around that we'll talk about how you can use keyword strategies to do that as well pay distribution so we'll talk about how a lot of people focus all of their budget on content production and forget that sometimes even great content needs a push we'll talk about that focusing on concept content subscribers this is probably the hottest topic in content marketing today is this this realization that subscription really allows you to understand reach engagement and conversion so you can see are you reaching the right people are they willing to give you their email address or they opting in to receive your content and that it gives you give your business the ability to nurture them across the buying process so focus on content subscriptions has become has become it's not becoming more important it's becoming more clear that it's important so we'll talk about that as well and then content marketing ROI biggest question we get and I love to say this the brands that commit to finding content marketing ROI have found it in every example that we've looked so if you look for content marketing ROI you will find it in every case where we've helped a brand look for content marketing ROI we have found it and it's not ten percent it's not twenty percent it's usually three hundred percent or four hundred percent or six hundred percent more effective than traditional marketing efforts content marketing as a digital medium is much more trackable in general so that it that's where it starts but it also focuses on attracting your audience so if you're attracting an audience you're engaging them with great content and then converting them to something that you can value so so those are the seven factors

digital marketing

As found on YouTube

Share this article

Leave a comment

Related Posts