How to Get Lucky With Content Marketing
Published in: Marketing
Transcript
- 1. HOW TO GET LUCKY WITH CONTENT MARKETING
- 2. Content marketing isn't rocket science. IUSHRUST YOUR em.
- 3. W7 it Make something cool 3; Share it here and there *3 People click on your Sales site ss iii
- 4. 0F EOURSE, YOU'LL NEED A lliilf LU[K. . .
- 5. 1.5% 31,": Ammoit. ..
- 6. Per'J"ecti ilowjus't cross your fingers. ..
- 7. .. ./TND HOPE YOU HIT YOUR TARGET
- 8. ‘few. ‘.3! V : ‘4‘; '‘ YOU (AN Jim nu YOUR MARK, EVEN some IN BLIND. ..
- 9. But there's a good chance you'll miss.
- 10. TT'S A DIE E ERENT WORLD E OR THE MODERN MARKETER: -> You can measure almost everything -> There's data to inform all your activities -> And that means you're accountable / for the results!
- 11. DATA (AN DRIVE DEETSTONS ABOUT: * CONTENT IDEAS * CONTENT DISTRIBUTION * CONTENT ERPERIENEE * CUSTOMER TOURNEY AND TELL YOU WHERE TO E OEUS YOUR EE E ORTS T AND Moeii RELIABLE RESULTS 3 ’
- 12. OUANTITATIVEA__N_D QUALITATIVE DATA IS YOUR BEST SOURIE OE INSPIRATION. ’
- 13. TRY RESEAREH TOOLS LIKES guusumefi -M. .. Eul——I mt. Analyze what content performs best for any topic or competitor nmenhqnnnwnnuupvuuu-yunmvuu Buzzsumo: Find out what topics are already resonatingwinv your industry, and the channels where they pick up the most traction.
- 14. L1‘ — ‘name’ A W3!“ T E < t ~ 6 | Compile co mmmmmm W Interest wet line lll| § ) Google Trends: Leverage a little Search Engine Empathy by looking for trending keywords that you can create content around.
- 15. But the best source for new content ideas? YOUR CUSTOMERS!
- 16. TALK TO YOUR EUSTOMERS- OR AT LEAST TALK TO THE EOLKS WHO TALK TO THEM EVERY DAYS SALES AND CUSTOMER SUEEESS REPS. * "WHAT PAIN POINTS DO YOU EREQUENTLY HEAR AROUTI" * "WHAT QUESTIONS-OUTSIDEDTDURPRDDUIT-ARE IUSTOMERS ASKING? " ac "DESIRIBE THE BUYERS YOU TALK TO THE MOST’ 5 SOIIALLISTENINGIANINSPIREIONTENTIDEASTOO = /
- 17. DATA IAN ALSO INEORM WHERE YOU SHARE. Look at how your distribution efforts have panned out. And focus your efforts on the hottest channels.
- 18. THINK OUTSIDE THE BLOG POST TO GET MORE EYEBALLS ON YOUR CONTENT. Explore: at Email marketing ac Forums & Communities at Influencer & Advocate marketing at Guest blogging IE IT WORKS, CAPITALIIE ON IT.
- 19. Still, great content and smart distribution can be held back by
- 20. DATA CAN HELP YOU OPTIMIZ E THE CONTENT EXPERIENCE TO ENCOURAGE: ac Social sharing 4: Newsletter subscriptions 3: Lead generation it Sales site visits at Free trial signups
- 21. HYPOTHESIZ E BEE ORE YOU OPTIMII E. START BY ASKING QUESTIONS BASED ON PEREORMANCEI at ”WHEREIS MY (ALLTO AITIDN mo? " at "How CDNTETTUAL IS MY [TA com" ? ? it ”ARE THE SOCIAL SHARING BUTTONS VISIBLE AND EASY TO USE? " at "ARE MY OPT-IN FORMS ASKING TOO MU(HT"
- 22. Only 21% of B2B Content Marketers say they're successful at tracking ROI. E J3'Jl| =_ [Source CMl]
- 23. Many only focus on engagement and not the growth metrics that directly affect content ROI. . w . , ‘T ‘IJwJJ, JIJ. :iJ~JI: JJ~J II| I“lII: lCJ I = ..JI: IJn: J JIIJ‘IJ: I‘: ‘. ‘P SOCIAL SHARES VISIIDIIIO LEAD CONVERSION TIME ON SITE LEAD I0 CUSTOMER CONVERSION PAGIPEIIVISII HOT LEADS CENEIIAIEI) SEARCH RANKINGS JPDICTASCLICKED PAGEVIEWS HDIEDRMSIIILED BOUNCE RATE LEAD TO SALES OUALIEIED LEAD
- 24. LNGAGEMENT METRICS YP“P°"P“P- DIIHEVISIIDR-ID _ ONLY SCRATCH THE SUREACE CUSTOMER IOURNEY. LEVERAGE DATA TD OPTIMIZE HOW YOU NURTURE AND SCORE LEADS TOO.
- 25. Your intuition alone isn't enough. THERE'S LESS LUCK INVOLVED WHEN DATA INEORMS YOUR DECISIONS. And that makes data your content marketing pot of gold. . .. “ “
- 26. Oberflip Learn more about data-driven content marketing In our ‘_ Data_DriVen free eB0Ok. Content Marketing Get eBook Now Subscribe to our Hub for more content marketing tips, tricks & tactics.