Post on 22-Jul-2015
Regional
marketing
goals
Why content marketing ?
Inbound marketing is a philosophy
based on the truth that people’s
consumption habits have changed
over the past 5-10 years.
INBOUND AS A PHILOSOPHY.
Spray and pray should only be for video games
No coordinated or
focused marketing
approach
Ads vs. Content
Content
assets
Calgary Region as a media company
Content marketing goals
Editorial mission statement
Audience
Product
Outcome
Editorial mission statement
To be an informational resource destination for Canadian shippers/buyers and professional services in the transportation, supply chain and logistics sector. To help them to make better decisions or provide better advice on moving products across Canada and beyond.
This will help us:
• Earn audience attention vs. buying it
• Reach, engage and convert new businesses
Primary goals
1. Lead generation
2. Region brand awareness
3. Subject matter experts Thought leaders
Audience and Personas
Shipper Steve
Broker Becky
Third persona?
Buyer’s Journey
PWC Business driver
Content to develop
ListenCommunicateTeachHelp/Solve problems
- Marcus Sheridan
(The Sales Lion)
They ask = You answer
Cost/price
Problems/issues
Best of
Reviews
Content format
They ask = You answer
Cost/price
Problems/issues
Best of
Reviews
Distribution and
amplification
Influencers
Calgary Region network
Social (Linkedin)
Native advertising
Timeline
Measurement and reporting
Primary goals
1. Lead generation
2. Region brand awareness
3. Subject matter experts Thought leaders
Content marketing measurement
Consumptions
Engagement
Leads
Sales (Conversions)
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
Building the analytics pyramid
Primary Indicators – these are what you report on. These are GOALS –and your progress toward meeting those goals.
Secondary indicators – these are reporting for your team. They are KPI’s that help inform key managers.
User indicators – these are the numbers that you and members of your team use to improve your process over time.
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
The benefits of the pyramid…
Measuring what’s important – and actionable. Giving decision-makers what they need, and a clear direction on how they can help.
Frees you to experiment & change –Not reporting secondary or user indicators frees from the “always up and to the right” mentality of every graph.
Frees departmental competition –Measure the content, not the team. Evolve beyond measuring against each other in siloed KPI’s
Primary (Macro)
# of leads
# of qualified leads
% of converted leads
% of leads to qualified leads
Secondary (Micro - KPI)
% of lead source
Blog and podcast: subscribers
Landing pages: forms filled
Website: forms filled, CTA’s clicked
Email/CTA: referrals
Social: referrals to website/landing pages
User (Micro – Day to Day)
Blog content: views/visits, referrals, shares
Podcast: downloads
Landing pages: views/visits, shares, forms filled, downloads
Website: views/visits, CTA click, unique visitors, Avg. time on site, # of pages per visit,
Email: open rate, clickthroughs
Social: Likes, follows, RTs, shares, etc…
User (Micro – Day to Day)
Roles and responsibilities
Content
managing
editor
Content contributors
Subject
matter
experts
T & L working group
Lead vs.
qualified lead