How to Create and Distribute Content that Grows Your Business JB Media Institute LLC

Transcription

1 How to Create and Distribute Content that Grows Your Business

2 Sarah Benoit Lead Instructor & Co-founder of the JB Media Institute Find me on social media! Facebook Twitter Instagram LinkedIn

3 What is content marketing in 2018? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. - Content Marketing Institute Content can mean: blog posts, case studies, e-books, e-newsletters, social media, infographics, live streams, animated GIFs, photographs, videos, and more.

4 Create Content that Inspires Action

5 Be Real (Content Branding)

6 Identify your digital marketing goals Define the purpose of your content. Emotionally connect with people Focus on content that relates to your niche audience s values, feelings, stories, priorities, expectations, etc. Create a culture of content Your team must agree on the importance of content. Content must be a group effort and flow up and downstream. Roles must be defined and creativity encouraged JB Media Institute LLC

7 Good marketers see consumers as complete human beings with all the dimensions real people have. - Jonah Sachs Author of Winning the Story Wars: Why Those Who Tell and Live the Best Stories Will Rule the Future

8 Listen Carefully (Content Research and Strategy)

9 5 Listening Tips 1. Read and respond to all comments and reviews. 2. Pay attention to your competition. 3. Research hashtags and keywords. Learn how people search for and discuss things.

10 5 Listening Tips 4. Analyze your tracking data to identify what content has worked in the past. 5. Brainstorm content ideas that answer questions, solve problems, and contribute to people s lives.

11 Listening is not understanding the words of the question asked, listening is understanding why the question was asked in the first place. Read Simon s Blog How to Listen - Simon Sinek

12 Understand the Journey (Content Development)

13 You have many touch points with people before they complete an important action (i.e. purchase a product, attend an event, sign up for a newsletter, etc.) What paths do different customers take to connect with your business or organization? How do you engage and walk this path with them?

14 Create content that is informational and transactional. During the customer journey when do people most need access to content that is useful, educational, entertaining, inspiring, etc?

15 Think Multimedia Don t be afraid to try new things! Live streams Videos content Slideshows/carousels Stories Blogs/Vlogs Boomerangs Collages Groups Articles What do the people want or need?

16 Content Banks Have a place online (i.e. Google Drive, DropBox, Slack, Asana, Basecamp) where you can store content ideas like links, graphics, photos, videos, events, etc. Why? It makes it as easy as possible for other people to contribute and makes repurposing content across channels simple.

17 Content Calendars Outline at least 2 weeks of content in advance. Why? This allows you to make some time for real time content and engaging.

18 Purpose and Goals Content should exist for a reason and drive people to take an action.

19 Landing Pages When people click to a page on your website they must find clear calls to action so they convert. Anatomy of an Successful Landing page Headline and sub-headline Call to action Graphic, image, or video that gets and keeps attention Testimonials/Reviews/Accolades Benefit list/offers/incentives

20 Conversions Followers - Fans Searchers - Readers Subscribers - Viewers The number of people that convert is only a small percentage of your total audience. People who Engage If you have a 5% conversion rate you need to grow the network so that 5% is a larger number over time. People who Convert

21 Avoid the Me, Me, Me Approach Only 30-50% of your content should be promotional. The rest should shine the spotlight on others or simply share your brand s values and personality. Make time for posting and participation. Don t just post your own content. Comment, react, and share. Be a part of the community.

22 Homework 1. Map different customer journeys and put customer experience first. 2. Create a Content Calendar. 3. Start a Content Bank. 4. Connect calls to action on your website and social media with your business goals and desired conversions. 5. Think beyond text and photos. Create unique and different types of media. #d2cc2d

23 Measure your customer journey, not just your conversion path. - Rand Fishkin Watch Rand s Whiteboard Friday on Why the Customer Journey Matters as much as Conversion

24 Distribute and Promote Content that Motivates People

25 Provide Clear Value (Content Distribution)

26 Algorithms Getting to the top of social news feeds and search engines is the key to increased brand recognition and growth of your bottom line. Algorithms are run by artificial intelligence that learns from people s behaviors and caters to them based on that behavior. Google studies Micro-Moments The I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments.

27 Engagement Wins Conversations, reactions, activity, and conversions all prove the value of your content. The more proof there is that people want your content the more exposure it will get in search engines and news feeds. Do people think/believe/feel your content is worthwhile?

28 Website Usability Once you have driven people to your website they must complete calls to action. If they don t do anything, your website will not gain authority and credibility with the search engines. If they do not covert you will not increase your bottom line.

29 Leverage Partnerships Join forces with partners, influencers, and other businesses or organizations in your community that have active, engaged networks. Link to each other s websites Tag each other s accounts on social media Share each other s content on social, in blogs, and via Comment on each other s content Campaign together with clear objectives Run co-op ads

30 Social Advertising Get to know your ad managers. Before you boost a post, promote a tweet, or promote a pin learn how the ad manager works. Build and save qualified audiences. Target people with specific demographics, behaviors, likes, and dislikes. This will make your social advertising more effective.

31 Social Advertising Use website tracking and remarketing codes. Facebook Pixel Pinterest Rich Pins Twitter Cards This will make your social content and ads more effective.

32 Facebook Advertising Tips If you have customer s you can upload your list to create a Custom Audience in the Facebook Ad Manager and target people who already love and support your brand. Use Custom Audiences to create Lookalike Audiences or groups of people with similar demographics and behaviors of existing customers. Use Facebook s Split Testing to compare ad content or audience performance.

33 Analyze your Insights and Analytics. Take a look at your current tracking data to see what people are relating to most. Reach/Impressions - the number of people who see your content Engagement/Engagement Rate - the number of likes, comments, shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate. Posts/content performance - content engagement and reach stats Network growth - new likes, followers, fans, pins, etc. Website traffic/conversions - website visitors and conversions from social networks (requires Google Analytics and Goals)

34 Homework 1. Get opinions from trusted people about how easy to us your website is. 2. Think about how you can make your calls to action clearer online. 3. Make a list of partners and influencers you want to work with that are active online. 4. Start creating intentional ad campaigns. 5. Set a time to review tracking data to quantify your success. #d2cc2d

35 Give, give, give, ask. - Gary Vaynerchuk Read Gary s Blog Giving without Expectation

36 Resources JB Media Institute #d2cc2d Free Learning Free Monthly Webinar: Our next Digital Drop-in is March 7th Free Digital Marketing Toolkit Online Learning Introduction to Content Marketing Course: 50% off through March 15th, use the code prospering2018 JB Media Institute Online: Next cohort begins April 3rd In-person Learning JB Media Half-Day Bootcamp: April 10th for more info contact Sarah at JB Media Institute In-Person Program: Classes start May 8th

37 Resources Content Marketing #d2cc2d Content Marketing Institute Moz.com WordStream (B2B Content Marketing) Marketo.com Neil Patel

38 Resources Digital Marketing #d2cc2d Ahrefs.com Moz.com Search Engine Journal Search Engine Land Social Media Today Buffer.com Hootsuite.com Sprout Social