Building an ROI-focused Content Marketing Program

Presented on: February 10, 2016

Building an ROI-Focused

Content Marketing Program

© 2016 Enilon, Inc. All rights reserved.

Introduction

Overview

2

4 Pillars of

ROI-Focused

Content

Where to

Learn More


http://bitly.com/content_str

ategy_enilon

3

Meet Enilon

4


Claire BrunnerPartner & EVP Client

Services

Enilon Introductions:

Jake JordanDirector, Performance

Marketing Services

5


The history of us.

2005

Started in a small office

downtown Fort Worth

with a focus on Web

Development and

Search Marketing. THR

was our first client.

2008

Added brand

Strategy and User

Experience to our

service offerings.

2011

Expanded our

Performance Marketing

solutions to include social

and display advertising.

Added mobile

development services.

2012

Added Client Services to

help us manage and lead

clients in this complicated

landscape.

2016

Moving into a bigger

office as we continue

to grow. We continue

to service our first

client, THR.

6


A grown up digital agency for serious marketers.

7

360° Digital Program

A powerful mix of Digital Design

and Development and

Performance Marketing to create

greater business impact.

PerformanceMarketing

Using great data with

the best technology to

deliver better results

every time.

Digital Design & Development

Building brands that

connect with

customers through

meaningful digital

experiences.

Our Focus

8

Content Marketing for Marketers

9


Content Marketing should be just as surgical as paid

media buys – in its planning, executing & reporting.

10

Content Marketing for Marketers

4 Pillars of ROI-Focused

Content Marketing

11


Promotion*

Execution Measurement

4 Pillars of ROI-Focused Content Marketing

12

Strategy*Strategy*


Promotion*


Content Strategy

13

Strategy*


Climax

Intro

Initializing Incident Resolution

Call To Action

Telling Your Story Using Content Marketing

Content Strategy

14

© 2016 Enilon, Inc. All rights reserved. 15

Content Strategy

The WHO

Data or ideas that

address a problem

Emotional

connections

Videos with story

Research that

connects

Social or

economic issues

Collaboration with

other influencers

Pitch Me With:


The WHAT

Defining the Intersection of Brand and Customer Communications

What the

brand must

effectively

communicate

What the

customer

wants to

learn and

will share

This

intersection

drives

content

marketing

strategy

RELEVANCE = ROI

Content Strategy

16

via: Content Marketing Institute


The WHY

Content Strategy

AUDIENCE MEDIA

COMPETITION TRENDS

Gap Analysis Patterns

Op

po

rtu

nitie

sA

na

lytics

17



The WHERE

B2C Content Marketing Social Media Platform Usage

Facebook 94%

Twitter 82%

YouTube 77%

LinkedIn 76%

Google+ 72%

Instagram 62%

Pinterest 61%

Average

Number Used

7

Content Strategy

18



The WHERELinkedIn 94%

Twitter 87%

Facebook 84%

YouTube 74%

Google+ 62%

Instagram 29%

SlideShare 37%Average

Number Used

6Pinterest 25%

B2B Content Marketing Social Media Platform Usage

Content Strategy

19


The HOW

Positive Ratings for Different Content Marketing Formats

via: SmartInsights.com

Blog Post or Articles

67%

Infographics

41%

Enewsletters or Online Magazines

48%

Calculators, Interactive Tools

and Games

18%

Long Form Content, E.G. Whitepapers, Ebooks or Industry

Reports

35%

Brand Engagement/Viral

Videos

29%

Own Community or Forum

26%

Mobile Specific Apps or

Engagement Tools

22%

Animated ExplainerVideos

36%

Webinars

24%

Apps & Engagement

Tools

16.3%

Competitions & Quizzes

22%

Content Strategy

20


Webinars

24%

Apps & Engagement

Tools

16.3%

Competitions & Quizzes

22%

Content Strategy

21

Consumption - Awareness

Pageviews

Views

Listens

Sharing - Awareness

Social shares

Mentions

Lead Generation - Consideration

Drip Campaign signups (Subject)

Event Signups

Sales - Closing

Form Fills

Phone calls

Consumption

Metrics

Sharing

Metrics

Lead

Generation

Metrics

Sales

Metrics


Strategy* Promotion*


Content Promotion


Great Content Goes Unread

Every Day

Content Promotion Overview

23

“In any given week, less than 0.5% of

Facebook fans engage with the brands

they are fans of.”

Marketing Science


VIA: HTTP://BLOG.HUBSPOT.COM/BLOG/TABID/6307/BID/33328/21-INTERNET-MARKETING-STATS-THAT-WILL-BLOW-YOUR-MIND.ASPXY

25

26


26

http://pennystocks.la/internet-in-real-time/



Content

Coverage(Earned Media)

Content

Distribution(Paid Media)

Content

Broadcasting(Owned Media)

Media Relations

Influencer Outreach

Bylined Articles

Syndication

Social Media

Email

Native Newsletter

Native Advertising

Native Social

Advertorials

Press Releases

27



Owned(Blog)

28



How?Build an audience of potential clients, brand

enthusiasts and friends and family that like to

share.

Create content pieces that continue the

conversation with clients about their wins and

losses.

*Put someone in charge that LOVES to look for

the next topic.

Owned(Blog)

Slow Fast

29


Owned(Social)


30



How?Build an audience of potential clients, brand enthusiasts

and friends and family that like to share.

Engage with people in an enthusiastic genuine way.

*Put someone in charge that LOVES to interact with people

Owned(Social)

Slow Fast

31



Owned(Email)

32



How?Attract potential clients, current clients, and industry

influencers with valuable insights, tools and answers to

common issues defined during strategy.

Ask and listen to your email list to build your content

portfolio.

Respond to requests and suggestions to continue to

build trust and expertise.

Owned(Email)

Slow Fast

33



Owned(Email)

34



Earned(Guest Post)

35



How?

Find potential holes and desired content on larger

online publications where your audience is already

reading.

Use current connections to get introductions to

people that make decisions.

Use social media relationship building to get to know

the editors for publications you want to be in.

Earned(Guest Post)

Slow Fast

36



What are the gaps around ‘content

marketing measurement’ on your

desired guest posting website?

No articles listed?

Let’s reach out and offer one.

Earned(Guest Post)

37



Earned(Social Media)

38



How?Find industry influencers or publishers that like to

curate or share content openly.

Locate influencers that speak to your audience in an

ancillary market and build relationships over time.

Use popular business publishing engines like

LinkedIn or Market publications that will gain natural

shares.

Earned(Social Media)

Slow Fast

39



Earned(Social)

40



Earned

HOW TO DO INFLUENCER MARKETING

Step 1 – Research your influencers

Step 2 – Add them to the Engagement Pipeline

Step 3 – Follow influencers every which way

Step 4 – Connect by being human and authentic

Step 5 – Help influencers before asking for help

Step 6 – Develop the ask

Step 7 – Keep the relationship alive

41



Paid(Recommended

Content)

42



How?Define an audience that you KNOW turns into

customers then find out publications they read.

Write great headlines to attract people to content that

helps them solves problems

Test different content and ad copy to get the best

results

Repeat across multiple publications and funnel media

spend to best performing platform.

Paid(Recommended Content)

Slow Fast

43



Paid(Recommended Content)

44



Paid(Sponsored Content)

45



How?Define an audience that you KNOW turns into customers.

Promote content that answers common roadblocks to your

service/product.

Test different content and ad copy to get the best results.

Repeat across multiple audiences and funnel media spend

to best performing audiences.

Paid(Sponsored Content)

Slow Fast

46

Understanding ROI

47


ROI/EFFORTE

FF

OR

T

Month 1 Month 6Month 12

Investment Required

Returns Generated

The Gap of

Disappointment

48

Questions

49

Thank You


Want the checklist for the other two sections we didn’t cover today?

(Content Execution and Measurement)

GRAB IT HERE!

http://www.enilon.com/blog/2016/2/slideshare-content-strategy-promotion

Building an ROI-focused Content Marketing Program

Marketing

Transcript of Building an ROI-focused Content Marketing Program