How to create contents that rock

Yaşar Üniversitesi 14/11/2014

Simone Favaro

What content marketing is?

“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

ContentMarketingInstitute.com

A VALUABLE CONTENTIS NOT ADVERTISING

ADVERTISING just shows your product or brand

A VALUABLE CONTENTIS NOT PROMOTION

PROMOTION just TELL your product or brand

ADVERTISING PROMOTION

ARE ALWAYS ABOUT YOU

A valuable content is about the audience needs

A valuable content is able to build relationships Relationships influence buying decisions,

and buying decisions drive revenue.

3INGREDIENTS OF A

SUCCESSFULL

CONTENT

1. RELEVANCE2. HIGH QUALITY3. FREQUENCY

a. MUST RESPONDS TO A USER SPECIFIC QUESTION / INTEREST

b. MUST BE CONSISTENT WITH YOUR BUSINESS

1. RELEVANCE

MUST RESPONDS TO A USER SPECIFIC QUESTION / INTEREST

HOW TO CREATE GREAT CONTENTS?

HOW TO CHOOSE A CAR?

HOW TO CHOOSE THE RIGHT SIZE OF CLOTHES?

WHAT DESTINATION FOR MY HOLIDAY?

If your business is marketing, it could be great to create guides helping audience to perform better http://www.marketo.com/content-marketing/

MUST BE CONSISTENT WITH YOUR BUSINESS

a. BE TRASPARENT, HONEST, OPEN

b. EXCEED EXPECTATION

c. USE THE RIGHT CHANNEL/TOOL

2. QUALITY

BE TRASPARENT, HONEST, OPEN

Don’t pretend to be who you are notExpress your ideas, but respect the other’s oneBe open to critics

Focus on generating contents that are better than others

EXCEED EXPECTATION

Use (and quote) third party dataUse a curated and readable layoutBe exhaustive but easy to understand

USE THE RIGHT CHANNEL/TOOL ACCORDING TO CONTENT YOU DELIVER AND TARGET YOU WANT TO REACH

USE THE RIGHT CHANNEL/TOOL ACCORDING TO CONTENT YOU DELIVER AND TARGET YOU WANT TO REACH

USE THE RIGHT CHANNEL/TOOL ACCORDING TO THEIR FEATURES

BOTH FACEBOOK AND TWITTER PERFORMS BETTER WITH AN ATTACHED IMAGE.

a. Distribute neither too often or too rarely

b. Create neither too much or too few contents

3. FREQUENCY

frequency is the right combination between quantity and timing

https://blog.bufferapp.com/social-media-frequency-guide

BUFFERAPP.COM GIVES SOME SUGGESTIONS BASED ON THE DATA THEY COLLECTED

Post per day Days per Week First Last

Twitter 14 7 12.06 pm 10:08 pm

Facebook 2 7 10:08 am 03:04 pm

LinkedIN 1 5 08:16 am

Google+ 2 5 09:00 am 07:00 pm

You just have to test what is the best for your audience

PLANNING

YOUR

CONTENT

STRATEGY IN

5 STEPS

1. SET THE OBJECTIVES

2. DEFINE YOUR TARGET AUDIENCE

3. CHOOSE THE TOOLS

4. MEASUREMENT

5. PLAN AND EXECUTE

1 OBJECTIVES

WHY ARE YOU IMPLEMENTING A CONTENT STRATEGY ?

DO YOU WANT TO ...

CHOOSE JUST THOSE OBJECTIVES RELEVANT TO YOUR BUSINESS. THE MORE CLEAR IT IS, THE MORE EFFECTIVELY YOU CAN ACT

YOUR GOAL DEFINITION MUST DESCRIBE:

1. WHAT YOUR CONTENT MARKETING WILL AFFECT

2. THE (QUANTITATIVE) EXPECTED RESULTS

3. THE TIME REQUIRED TO REACH THE GOAL

EXAMPLE:

THANKS TO MY CONTENT

MARKETING WE WILL

INCREASE RETURNING

VISITORS BY A 10% WITHIN

THE NEXT 6 MONTHS

EXAMPLE:

THANKS TO MY CONTENT

MARKETING WE WILL

INCREASE NEWSLETTER

SUBSCRIPTIONS BY 20

SUBSCRIBERS WEEKLY

EXAMPLE:

THANKS TO MY CONTENT

MARKETING WE WILL

ACQUIRE 3 NEW COSTUMERS

IN 2015

2 DEFINE YOUR TARGET AUDIENCE

WHO ARE YOUR GOING TO SPEAK TO AND WHAT DO THEY NEEDS?

DESCRIBE THEM AS PERSONA:

1. GIVE THEM A NAME (Ex. John or Jane Smith)

2. Job Information (Title, Role, Role description Company size)

3. Demographics (Age, Gender)

4. Needs (What they need and how you can help them)

CLASSIFY THEM ACCORDING TO YOUR BUSINESS GOALS:

1. A-LIST: PRIMARY TARGET

2. B-LIST: MIDDLE-TERM TARGET

3. C-LIST: LONG-TERM TARGET

PUT YOUR AUDIENCE IN THE FUNNEL STAGE ACCORDING TO THE GOALS

3 CHOOSE YOUR TOOLS AND CHANNELS

CHOOSE THE FORMAT ACCORDING TO THE CONTENT YOU HAVE TO DELIVER

Content Type Format

Stats, Metrics Infographics, Slides, Charts

News, Comments Blog posts

Events, Interviews Videos, Podcasts

How-to, Market Analysis Whitepaper, Slides

CHOOSE YOUR CHANNEL ACCORDING TO THE TARGET AUDIENCE USAGE

TOOLS HELPING YOU TO CHOOSE THE CHANNEL https://www.linkedin.com/ads/

TOOLS HELPING YOU TO CHOOSE THE CHANNEL https://www.facebook.com/advertising

USE A SPREADSHEET TO COLLECT INFORMATIONS

4 MEASUREMENT

HOW TO EVALUATE IF YOUR CONTENT WORKS

YOUR GOALS DEFINE YOUR METRICS

Visibility(Know,like)

Engagement(Like, Trust)

Reputation (Trust, Sales)

Sales(Conversion)

In order to properly track, you need to plan your content marketing and implement trackable actions

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A SHORT LIST OF MEASURES YOU CAN USE

CHANNEL KNOW LIKE TRUST

Website Visits, Pageviews Pageviews per visit, Time spent

Returning visitor, Purchase completed, Shares

Social Media Likes, Followers, Fans

Comments, reply, retweet

Shares, mentions

Newsletter Pageviews Subscription Opening/Clicking, CTA

5 PLAN & EXECUTE

CREATE A CONTENT PLANNING WORKSHEET

DATE

CONTENT TYPE

AUTHOR

DESCRIPTION

PERSONA

NEEDS

FUNNEL STAGE

MEASURE

C.T.A.

CREATE A CONTENT PLANNING WORKSHEET

CREATE A DISTRIBUTION FLOW

You can control how your content will be destribute among the channels you chose

SOME USEFUL TOOLS

http://bufferapp.com

SOME USEFUL TOOLS

http://ifttt.com

CONCLUSIONS

● To respond to audience needs

● To reach audience where they are

● To use the right format

● To be delivered properly in each channel

● To be able to generate the results you want

A CONTENT THAT ROCKS NEEDS

SIMONE FAVARO

www.simonefavaro.it

linkedin.com/in/simonefavaro

facebook.com/sfavaro

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