content marketing for associations and non-profits
DESCRIPTION
Presentation given by Joe Pulizzi of the Content Marketing Institute on how Associations can develop a strategic vision to their content marketing in all channels. Includes both content strategy setup and tactical distribution tips.TRANSCRIPT
@juntajoe
Content MarketingAssociation Workshop
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
About Joe Pulizzi (@juntajoe)[email protected]
September 6-8, 2011
@juntajoe
What do we do?
• Print magazine• Newsletter• eNewsletter• In-Person Events• Webinars/Webcasts• Major Research• Blogging• Facebook/Twitter/LinkedIN
@juntajoe
What do you need toleave with today?
@juntajoe
What You’ll Learn• What can we cover today in less than 3 hours?• Some of this you won’t get, and some will be really basic.• You’ll takeaway some tangible ideas of how to be a
content machine.• You’ll think about your process differently.• THERE IS NO ONE RIGHT WAY – NO SILVER BULLET
• GOAL – 3 ACTIONABLE IDEAS TO START TOMORROW
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The Ultimate Goal
The trusted, expert resource in your niche wherever your customers are at online.
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The Trusted Expert
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How Many Tickets Do You Have?
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How Many Tickets Do You Have?
More Content + More ConnectionsPowerful Online Footprint
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ONLINE
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IN PRINT
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IN PERSON
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SERVICES
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SERVICES
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SERVICES
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ECOMMERCE
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How-To Articles
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Expert Interviews
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Create the News
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Similar Situation Stories
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Reports/Studies
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Free Tools
http://www.contentmarketinginstitute.com/assessment/
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9 Steps to Content
Marketing Strategy
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9 Steps to Content Marketing
@juntajoe
The Content Marketing PlanIncrease Customer Retention
Improve Lead Quantity and
Quality
Recognized Thought Leaders
eNewsletter
Bi-Weekly
Webinars
Whitepapers
Features
Blogs
Videos
Distribution1. Opt-in 4 week trial2. Check box on all forms3. Standalone sign- up (Blog/Web source)4. Twitter, Facebook, Linkedin with light HTML format.
Measures:1. Subscriptions to eNewsletter2. Increase retention rates by 5%3. Open rates over 20%4. Maintain unsubscribe below .4%
Measures:1. Conversion % up 20% Q409 to Q2102. Meet budgeted revenue goal pipeline3. 1% Social Media leads Q210
ToolkitUpdated Quarterly
Whitepapers
- Keep top 2-3 gated- Kill non-perfprmers- Replace others to Toolkit & Blog
Webinars Videos
- User Conference- Possibly Outsource- One for each persona (confirm) --Executive --Manager --Team
- 1 per Q- 4X year
Measures:1. Time on Site increase by 20%2. Mentions (Twitter, Blog)3. RSS Sign-ups4. Inbound Links (2 per)
Blogs
-2X per day-Short actionable tips-Video (PSO Flip cam)-Distribute on Twitter, Facebook-Whitepapers-eBooks-Slideshare
Social Outreach
Internal Educatio
nMarketin
g1. Monitor Top 15 Blogs -read and comment -link back -Social Media Admin.2. Linkedin Group Oppty -survey DB on topics and benchmark content3. Social Media employee email signatures4. Promote Executive Speaking ideas
1. Educate on social media and communications with groups
Promotion and Participation
Presos
@juntajoe
Content Marketing Map
MAIN BUSINESS GOAL
CONTENTTACTIC
ContentFeeder
ContentFeeder
ContentFeeder
Frequency?Media?
BUYER
DetailsFrequencyIntegration
DetailsFrequencyIntegration
DetailsFrequencyIntegration
Content Expertise Mission
• Small and Big Measurements – How do we know this is
working?
Distribution Channels
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#1 – What Does Success Look Like?
One Year from Now, What’s Different?
Why do content marketing at all?
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What the Board Wants to Know
1. Is the content driving sales for us?
2. Is the content saving costs for us?
3. Is the content making our customers happier, thus helping with retention?
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The Plan
• What is the goal of the content initiative?• What are the user indicators (i.e., web traffic
or SEO rankings) that will drive secondary indicators (i.e., leads, shorter sales cycles)?
• How can we develop a report for the CXO that shows the content making an impact on sales, cost savings or customer retention?
@juntajoe
The Goal (Primary Indicators)
• Sales (i.e., members, new revenue streams)
• Cost Savings
• Customer Retention Rates (i.e., does engagement with the content keep customers longer versus those that don't engage in the content?)
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Secondary Indicators
• Increase in lead quality• Increase in lead quantity• Shorter sales cycles• Increase in customer awareness• Market share indicators• Increase in cross-selling opportunities• Qualitative customer feedback on the content
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User Indicators (“the doers”)
• Web traffic increases
• Increase in page views
• Decrease in bounce rates
• Tweets or Facebook shares
• Search engine rankings
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MODEL Stats Sheet 10-May-10
Alexa Ranking 609,684
Blog Email Subscribers 22
Blog Feed Subscribers 43
Total Blog Posts To Date 88
Total Blog Comments to Date 29
Blog Unique Users - Last Month 777
Blog Page Views - Last Month 1,955
Blog Total Visits - Last Month 1,012
Blog Pages Per Visit - Last Month 1.83
Blog % New Users - Last Month 67.73
Blog to Trial Users (conversions) 22
Jim 8
Sally 7
Mary 7
Links to Blog 112
Twitter Followers 1401
Twitter Mentions 45
Technorati Ranking 383,299
Technorati Blog Authority 17
Google PageRank 3
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Write it Down• Help define the
marketing goal.
• Start with three for now.
• Be specific and use numbers where possible.
• What do you need to happen in 12 months.
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#2 – Define the Target Audience
• Who exactly are you targeting?– B2B/B2C– Age– Title/Function– Their Internet Preferences/Patterns
• What do they think about you?
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One Buyer Persona For Every Group
• Job title, Vertical, Power in organization
• Different products or services?
• It’s the WHO you are marketing to
Developing Buyer Personas
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Jeremy• Mid 30’s – Coffee lover• Works at a bank • Responds to email, phone
not so much.• Frustrated because his
company is growing toofast to keep up with support
• USP: Enable Jeremy to be 25% more effective!
Jeremy The IT Buyer
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Put your Journalist hat on:• WHO is the persona… emotionally
attached• WHAT does she do? What does
his day look like?WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?• WHY does he care about us
Buyer Persona Profiles
@juntajoe
Cheryl – Our CFO• USP – Save hundreds of
thousands of dollars
Keys to Buyer Personas• Detail – make them real• Understand their motivation• What is in it for them?• Benefits more than just content marketing…
Summing Up Buyer Personas
@juntajoe
Write it Down
• Clearly define who your target is for your content.
• What social media/content tools do they use? How can you find out?
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#3 – What are their info needs?
Think of customers like readers.
• What do they need to know to be successful?
• What are their pain points?
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FIND Members’ Pain Points
KEYWORDANALYSIS
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• www.google.com/alerts
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Surveys
Talk to Members/Sales Reps
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Google External Tool
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Write it Down
• What are the informational needs that your customers need to live better lives, do better at their jobs, etc.?
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#4 - Your Secret Sauce
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Secret Sauce Matrix
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Secret Sauce Matrix
The leading provider of lean manufacturing information for small manufacturers in North America.
• Latest research on shipping trends
• How to integrate lean marketing into a traditional mfg environment
• Ongoing training for lower-level personnel specific to floor managers
@juntajoe
Write it Down• In order for your content
marketing plan to work, what do you really need to be an expert in?
• How does that align with your customers’ info needs?
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#5 – Where is the Content?
Find Content Happening and Publish it!
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Content Inventory
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The Inventory Dashboard
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The Buying Cycle
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Step 2 – Putting It Together
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Building The Segmentation Grid
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Step 4 – Putting In Our Content
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Not All Content Is Equal• Repurpose content• Retitle and Repackage• Sometimes better targeted
to another personaor elsewhere in funnel.
Filling In The Holes
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Repackaging The Content
BECOMES
CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
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• Podcasts (2)• Print Article• Digital Article• Tweet
Schedule• Facebook
Posts• Blog Posts• Guest Posts• White Paper• Case Study
@juntajoe
Where is Content Happening?
• Customers (including sales calls)
• Internal experts (engineers/product mgrs)
• Events (yours and industry events)
• All employees
@juntajoe
What?
• Flip cams for sales reps?
• Extend presentations with SlideShare.
• Identify your employee rock stars.
@juntajoe
STORIESSimilar Situation
© 2010 Compendium, All Rights Reserved
© 2010 Compendium, All Rights Reserved
Honolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in HawaiiWhere to Stay in OahuAir Flights to HonoluluDirect Flights to KauaiKauai AirfaresPhoenix to MauiBig Island Hawaii Vacation PackagesCheap Maui ActivitiesCheapest Hawaii VacationsCruising to Hawaii
Hawaii Travel ReviewsHawaii Vacation ReviewsHonolulu Hawaii Vacation PackagesKauai Honeymoon VacationLast Minute Hawaii Vacation PackagesMaui Honeymoon VacationsMaui Vacation GuideOahu Hawaii HoneymoonRomantic Hawaii VacationsHonolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in Hawaii
Targeting 17,065,560 Monthly Searches
© 2010 Compendium, All Rights Reserved
Expedia beganReceiving storiesfrom customerswithin 1 minuteof sending email.
Customer is taken to a landing page where they can share their story
© 2010 Compendium, All Rights Reserved
The story is published to Expedia’s Organic Landing Page Network.
An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.
@juntajoe
Write it Down• Think about where your
company story is happening that we aren’t documenting.
• List all the opportunities we may not be taking advantage of when it comes to storytelling.
@juntajoe
Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert
#6 - Where are your customers
HANGING OUT?
@juntajoe
Where Are Your Customers?
• LinkedIn Groups• Yahoo! / LinkedIn Answers• Google Groups• Niche Online Communities (Ning?)• Twitter/Facebook• StumbleUpon• BusinessWeek Xchange
@juntajoe
Write it Down• Identify key influencers in
your market.
• List the online sites your customers are hanging out
• Choose where you are going to spend your time.
@juntajoe
#7 – What are the best tactics?
Choose Content Tactics for the Plan
•Small Content – consistent, everyday advice.• Big Content – pieces of research and larger
information that people want to talk about.
@juntajoe
When, Why, How
Different Tactics at
Different Times for
Different Purposes
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Write it Down• What content
packages will work the best per your goals?
• Think about Daily, Weekly, Monthly, Quarterly and Annual Content.
@juntajoe
#8 – Develop the Content Calendar
Monday Tuesday Wednesday Thursday Friday Sat/Sun
Content Area 1 (Blog, White Paper, Press
Release)X X
Content Area 2 X X
Content Area 3 X
Quote / Joke / Random X
@juntajoe
1-7-30-4-2-1 Plan
• 1=Daily (Twitter, Blog)
• 7=Weekly (eNewsletter)
• 30=Monthly (Webinar)
• 4=Quarterly (eBook, Magazine)
• 2=Bi-Annually (User Event)
• 1=Yearly (Large Research Project)
@juntajoe
Write it Down• Develop the schedule.
– What?
– When?
– Who’s Responsible?
• Quality and consistency will make this plan work.
@juntajoe
#9 – Execute back to Objective
• What do you insource and what do you outsource?
• Focus on what you do well, outsource the rest.
• Who owns the program? Chief Content Officer?
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CM Becomes Campaigns
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Hard measures• Number of marketing-produced prospects
who purchased• Number of sales-produced prospects who
purchased• Dollar amount of deals• Margin on the deal• Length of time in marketing-to-sales process• Customer lifetime value
Ardath Albee
@juntajoe
Tracking Sales Lift
• Among those who receive the content program vs. those who do not.– Print– In-Person– eNewsletters– eBooks
• Hard to do for freely accessible content.
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Goal Conversion
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Measuring Engagement
• Time spent through online research or by using analytic measures on eNewsletter.– Engaged visitors– Open rate/CTR enewsletters
20% rule
• APA 25 minutes researchwww.25minutes.co.uk/
@juntajoe
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Tactics to Help GenerateReturn on Objective (ROO)
@juntajoe
ROO Tactics• Using Distinct 800 numbers for print and online
initiatives• Using unique URLs for different content projects• Leveraging bit.ly for specific content projects
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ROO Tactics
• Ensuring every print or web page has a call to action• Measure what works best, and use more of those
kind of calls to action.
@juntajoe
Follow What’s Working
• What content is working? Why? Should you develop more of that content?
• Tie to conversions/goals
@juntajoe
Feedback at Each Sale
• Get a list of what customers are engaging with to target trends– Website– Enewsletter– Magazine?
97% of our closed customers in the 1st quarter read our digital magazine
@juntajoe
Social Media Measurement
Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1
Visitors from Social Media
@juntajoe
1.Develop your personas (but don’t belabor it)
2.Pay close attention to your buying cycles
3.Resist the temptation to throw most“valuable” content at every stage.
4.When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have…
Key Takeaways
@juntajoe
Write it Down• What areas must you
outsource?
• How will your success be defined by your executive team?
• Who’s the owner?
@juntajoe
It’s all about the process…
• Find a simple process that works and tweek as you go
• Remember, this is a promise to your customers
• Keep the schedule
@juntajoe
The Project Manager
• Your Internal Publisher
Nation Multimedia
@juntajoe
The Project Manager
• Content/editorial• Design/art/photography• Web development/integration• Content-specific marketing• Project budgeting• Contract negotiation with freelancers• Print/web production and maintenance• List/audience development and maintenance• Research and measurement• Return on Objective (ROO)
@juntajoe
The Project Manager
@juntajoe
The Project Manager
• Jack of all trades
• Best from communication & journalism backgrounds
• Multi-task a must
• Look for custom shops/development groups within traditional publishers
@juntajoe
Project Budgeting/Organization
Project BudgetingContent/Imagery/Development
@juntajoe
FM White Paper Project
Project Analysis Estimated Cost/ Total
Units Unit Cost Actual
Editorial Costs
Managing Editor 20 75 $ 1,500
Proofing 3 25 $ 75
Graphic Design
Template Creation 20 62 $ 1,240
Design (12 Pages, 4 Hrs Page) 20 62 $ 1,240
Web Development
Wordpress $ 2,200
Sub-total $ 6,255
@juntajoe
Finding Vendors
@juntajoe
Content/Editorial
• A quality managing editor• Internal/external• Finding content
– Elance– Junta42– Journalist– LinkedIn
• Rates? (Pay Peanuts, Get Monkeys)
@juntajoe
Imagery
@juntajoe
Web Development
• The Big Open Source 3– Drupal– Joomla– WordPress
• Blogs– WordPress– TypePad (Six Apart)– Compendium Blogware
@juntajoe
Content Marketing Map
MAIN BUSINESS GOAL
CONTENTTACTIC
ContentFeeder
ContentFeeder
ContentFeeder
Frequency?Media?
BUYER
DetailsFrequencyIntegration
DetailsFrequencyIntegration
DetailsFrequencyIntegration
Content Expertise Mission
• Small and Big Measurements – How do we know this is
working?
Distribution Channels
@juntajoe
Now What?
Awareness/Position at the Leader
BLOG
Video:Customer Shorts
Presentations Article Marketing
3x - 5x – DailyOnline/WPConv. Blogging
Shelly R..
Flip Cam atTradeshows
•Build SSChannel•Always Integrate w/Blog
•Approach keybloggers andtrade sites
Design AnalysisFor Engineers in MFG
•Pre/Post Awareness study – 12 months, 100% increase to 14%•RSS subscriptions, Twitter mentions•Blog signups to Trial to Member
•Ron•Mary•Jim•Trudy•Barry•Paul•Robert•Eric•Jon•Tammy•Patty
Company Twitter Accounts
Paul – Design Analysis
RonMaryJim
SM Training
Blogger OutreachListening
Trudy
@juntajoe
Think Content FactoryContent Development
Interactive Marketing
Q&A Recording
Transcript Paper Developed
Landing Page Content & Key Words
Blog Content
Email Content
Landing Page (Paper)Podcast w/ Transcript Developed
Video w/ Transcript Developed
Tweet RSS Syndicates
EmailBlast
PodcastSyndicates
Syndication
Facebook Blog
Paul Dunay
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TACTICS
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THE BLOG
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Headline Tips
• Think about the Problem
• Focus on a Keyword Search (Google External Search)
• Numbers Rule
• Be VERY Specific
Ways to Increase Your Stock Returns
10 Ways to Make More Money with Small-Cap Stocks
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CALL TO ACTIONThink first about your
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Always Forget???
• Call to Action
• Blog to What???
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From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,
YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our visitor’s guide• Sign up for our e-newsletter• Request a virtual demo
@juntajoe
Content for Basic SEO• Clear title tags with a distinct theme such as
“orthodontic dental supplies.” • H1 and H2 tags which support the main theme of this
page. • Keyword density of the main theme of the page in the
2.5% range. • Hyperlinks from the main theme of the page to other
relevant pages. • A human readable URL containing the main
keywords from this page.
http://www.savvyb2bmarketing.com/blog/entry/708501/my-new-content-marketing-project-and-2-lessons-learned
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Syndicate, Syndicate, Syndicate
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GUEST BLOGGING
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• Over 100 blogs, Over 100 Webinars
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SOCIAL MEDIA
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Be the Expert using LinkedIn Answers
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INFLUENCERSPromote the Key
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LISTS
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BLOG NETWORK
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MORE TACTICS
@juntajoe
Sign Up Key Bloggers/Niche Sites
Work for them, not against them…
@juntajoe
Vira
lhou
sing
fix.c
om
Change Your Content Process
@juntajoe
Create Employee Rock Stars
• Set up blogs for ALL your employees on your platform.
• Create a Social Media Policy (see IBM’s for an example)
• Teach them how to leverage social media (ACTUAL TRAINING)
By Giving Up Control You Can Take Back Control
@juntajoe
@juntajoe
Assign an Internal Champion
• Someone in your company needs to be a social media ambassador.
• Training, support and guidance.
• Identify the employees in your organization now that “get” this.
@juntajoe
42 Content MarketingTactics
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The Old Magazine• Create glossy custom magazine
• Mail magazine to targeted list of customers, or ship to distribution spots (retail)
• Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website
• Repeat process every three months
@juntajoe
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The Custom Magazine - 2011
• Record interviews (video/audio) for later repurposing.• Develop a news release schedule pre- and post-
issue release.• Discuss upcoming issue on your magazine blog
(editor). Set up RSS feeds.• Post video interviews via YouTube or Vimeo. Embed
in your blog post.• Print and mail/ship your magazine.
@juntajoe
The Custom Magazine - 2011
• Send digital replica version to international audience or online subscribers.
• Upload content onto magazine website. Be sure content is sharable via targeted social media (Facebook, Digg, StumbleUpon)
• Provide a “remarkable” download on magazine site (eBook, white paper, etc.)
• Continue to provide relevant content on magazine website – articles, blog posts.
@juntajoe
The Custom Magazine - 2011
• Continue news release program (plan for at least one, best for two per month).
• “Listen” to who’s talking about what online.• Upload articles to key vertical and social
bookmarking sites.
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MORE IDEAS
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Tip #1 – Try not to answer the question
Focus on what your audience cares about…and that’s it.
@juntajoe
Tip #2 – Be Democratic
• Mix in other’s content, not just your own.
• Use title, then via @ so the person knows you are talking about them.
@juntajoe
Tip #3 – Listen, Listen, Listen
@juntajoe
Tip #4 – Use a Management System
Tweetdeck, Tweetgrid, Hootsuite
@juntajoe
Tip #5 – Integrate with Content
@juntajoe
Five Twitter DO NOTS1. Constant Tweeting about You
2. Mistaking Public Tweets and Direct Messages
3. Cryptic Replies (@you “I know”)
4. Links only i.e., http://bit.ly/jkl7
5. Auto Direct Messages
http://www.socialmediatoday.com/SMC/118535
@juntajoe
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Integrate FB with Your Content
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Blogs
@juntajoe
Blogs Get More Business
@juntajoe
Blogs Get More Traffic
@juntajoe
Blogs Get More Twitter Followers
@juntajoe
Blogging Tips• Shorter is often better (250 words)
• Bullets/Lists do better
• Titles are like magazine covers
• Shake it up (video/audio)
• Link to other bloggers
• Link to other articles
@juntajoe
Conversion Blogging
Hubspot
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Sharing on LinkedIn
• Consistently share posts and information through status updates.
• Leverage Your Team
• Integrate with Twitter by using #in
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Choose Key Groups and Actively Share
• Assign employees to certain groups.
• Share relevant content.
@juntajoe
Be the Expert using LinkedIn Answers
@juntajoe
Advanced SEO • Link from your
LinkedIn profile using keywords, not your company name.
@juntajoe
@juntajoe
What do you need toleave with today?