TO A GREATER CONTENT Developing a content strategy for MRX
Adam Warner Content farmer MUSTARDMARKETING.COM 2.
What is content? MUSTARDMARKETING.COM 3.
What is content? Content is the medium of the message MUSTARDMARKETING.COM 4.
What is content? Marketing Build awareness CONTACT PR, networking, blogs, social media, email marketing, SEO Build awareness Lead Newsletter, seminar/webinar invite, white papers/e- books Sales Build empathy Warm lead Individual marketing contact using specific detailed marketing info Build credibility (educate) Phone call, meeting Purchase Build trust Prospect Evaluate Write proposal Sign contract CUSTOMERS Account development REPEAT CUSTOMERS Account management MUSTARDMARKETING.COM 5.
What is content strategy? Ensuring your content, the medium and the message, are aligned with your core objectives, your values, and supports your overall business strategy The message should be driving the media not the media being in control of the message. Kristina Halvorson MUSTARDMARKETING.COM 6.
No content strategy? No focus No coherent message No differentiation No relevance for your customers MUSTARDMARKETING.COM 7.
Content strategy will help you Provide coherent message Be relevant Differentiate yourself from your competitors Create a high quality content Establish expertise Drive business. MUSTARDMARKETING COM. 8
Establishing expertise % revenue change 2005-2015* *Source: Cambiar Consulting % change Cust. Sat agencies Generalist agencies Specialist agencies -40-20 0 20 40 60 80 % change *After inflation; top 4 agencies excluded MUSTARDMARKETING.COM 9.
Creating a content strategy Where now? Where to? Why? MUSTARDMARKETING.COM 10.
Where now? MUSTARDMARKETING.COM 11.
Where now? Understand your business Where does your expertise lie? Which services are most profitable? Which areas are growing, which are plateauing MUSTARDMARKETING.COM 12.
Where now? Understand your market What is happening in MRX and vertical sectors What are the key trends What are the key issues facing clients? MUSTARDMARKETING.COM 13.
Where now? Understand your market. Future changes in client spend* % clients doing more or less in next 5 years Data analytics/mining Integration of multiple data streams Digital ad optimization Customer experience Path to purchase Digital focus groups Brand tracking Copy testing A&U Ad tracking Pack testing F2F Focus Groups -80-60 -40-20 0 20 40 60 80 100 More MUSTARDMARKETING.COM 14. Less *Source: Cambiar Future of Research
Where now? Understand your competitors Who are you losing pitches to? What messages are your competitors focusing on? What content are they pushing out, through what channels? MUSTARDMARKETING.COM 15.
Where to? MUSTARDMARKETING.COM 16.
Where to? Company vision Where do you want to be in five years from now? Growth? New products and techniques? Abandoning old and out of date products? MUSTARDMARKETING.COM 17.
Where to? Plotting your company MUSTARDMARKETING.COM 18.
Where to? Who are your target audiences? Focus on 2 or 3 sectors or markets MUSTARDMARKETING.COM 19.
Where to? Client persona Personality Ambitious High growth targets Value ROI Good sales and product based marketing Value data capture and lead gen Selling tools and products rather than consultancy Who are we communicating with? Sales and marketing managers Market Research Supplier (panel companies etc...) Budgets High (investment/vc backing) Client problem Brand Awareness Market differentiation Thought leadership Where can we make the most difference Deep understanding of the market (their clients) MUSTARDMARKETING.COM 20.
Why? MUSTARDMARKETING.COM 21.
Why do you exist?. MUSTARDMARKETING COM. 22
Why? Content themes Create content that provides solutions to client problems The customer s goal is not to find you; it s to find answers MUSTARDMARKETING.COM 23.
Why? Channels and resources Good writers with time to commit Good content is not an island Cohesion, repetition and consistency MUSTARDMARKETING.COM 24.
Editorial calendar MUSTARDMARKETING.COM 25.
Growing your content strategy Where now? Where to? Why? MUSTARDMARKETING.COM 26.
Content strategy will help you Provide coherent message Be relevant Differentiate yourself from your competitors Create a high quality content Establish expertise Drive business. MUSTARDMARKETING COM. 27
THANK YOU MUSTARDMARKETING.COM 28.