Creating A 2016 Content Strategy That Works

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Demand Gen Report: @DG_Report

Carol Krol: @carolkrol

Aberdeen Group: @aberdeengroup

Matthew Grant: @MattTGrant

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Panelists

Matthew Grant

Director of Content Strategy

Aberdeen Group

@MattTGrant

MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report

ABERDEENGROUP #SPS2015 @MattTGrant

• Why Content Strategy?

• Key Components

• Getting Started

Agenda

Who Am I?

Matthew Grant (@MattTGrant)

Aberdeen Group today:

• Data, analytics, and content

marketing services

• Research-based content

publisher

Hashtag: #SPS2015

ABERDEENGROUP ABERDEENGROUP #SPS2015 @MattTGrant

But First, A Tale of Two Blogs

https://flic.kr/p/2J8kiD

10 ABERDEENGROUP #SPS2015 @MattTGrant

Blogging Because It’s There

https://flic.kr/p/r4qHyW

Blogging with a Plan

• Ranked #1 for “Log Management” within

90 days

• 50-75 leads a month

Why Do You Need a Content Strategy?

To Avoid Random Acts of Content

“Content strategy plans for the creation, publication, and governance of useful, usable content.”

- Kristina Halvorson, Brain Traffic

Uses of Content

Driving Site Traffic

Customer Support

Education

Branding

Lead/Demand Generation

WHAT NEEDLE IS YOUR CONTENT MOVING?

2.3x Lead Sourcing

Best-in-Class are 2.3-times as likely to be able to connect lead sources to specific content assets.

WHAT NEEDLE IS YOUR CONTENT MOVING?

2.7x Lead Scoring

Best-in-Class content marketers report 2.7-times the usage of content interaction data in lead scoring, compared to All Others.

TYING CONTENT TO LEADS (FOR EXAMPLE)

IT MAKES A DIFFERENCE

1. Goals, Audience, Voice

2. Types, Channels, Execution

3. Metrics & Maintenance

Overview

Goals, Audience, Voice

Content strategy must ladder up to business strategy.

Audience

The content strategy journey begins with audience research.

• Who is your audience specifically?

• What do they want or need?

• What questions do they have?

• What are they trying to do?

• Who do they trust?

Audience

• How do they find information?

• Search habits

• Keywords

• Sources

• What technology do they use?

• What kind of content do they like?

Audience

• Personas provide focus for your content efforts.

25% Best-in-Class content marketers are 25% more likely to strategically align their content to specific stages of their buyers' journeys, compared to All Others (55% vs. 44%).

Audience

• Your voice will determine the type of words you use...

… and be applied across a range of channels.

Types, Channels, Execution

Content Types

Your personas and your business goals influence your selection of content types.

• Does the audience listen to podcasts?

• Watch videos?

• Use social media?

• Play games online?

• None of the above?

Content Types

Channels

You know who your content is for, but how are they going to find it?

• Potential content distribution channels include earned, owned, and purchased media across all devices.

Channels

• In-House Execution

• Outsourced Execution

• Agencies

• Consultants

• Influencers

Execution

Knowing what you want done won’t matter if you don’t know how you’ll get it done.

Metrics & Maintenance

Metrics Base your metrics on business outcomes:

• Leads/Revenue generated

• % decrease in customer support calls

• Positive change in PageRank

• Increased awareness

Maintenance

Content lasts forever (although it shouldn’t).

What Now?

Start with Business Goals

• What business objectives can content influence or drive?

Write It Down!

37% & 32%

Percentage of B2C and B2B companies with a documented content strategy.

Focus on Your Audience

https://flic.kr/p/gp2CDC

ABERDEENGROUP #SPS2015 @MattTGrant 54

Questions?

ABERDEENGROUP

THANK YOU

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Q&A \\ Panelists

Matthew Grant

Aberdeen Group

@MattTGrant

MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report

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