How to create an easy to-implement content marketing plan that delivers great results! with...

© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

How to Create an Easy-to-implement

Content Marketing Plan that Delivers Great Results!

With Francine Beleyi

Reminder: The 5 Steps to Establish a Profitable Online Presence

1 IMMEDIATE NEED

2 GET NOTICED

3 BUILD TRUST

4 MAKE AN OFFER

5 PROVIDE MORE VALUE© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

How professionals are using Content Marketing?

of marketers have a content marketing strategy 36%

42%

2.3bn

* according to the Big UK Content Marketing Benchmarks Study 2015)

consider it effective*

every year is spent on ineffective content marketing


7 Steps

2. STRATEGISE 5. ENGAGE

7. ITERATE

1. CLARIFY

4. DISTRIBUTE 3. CREATE

6. MEASURE

How to create a killer content marketing


1. CLARIFY

“The art of communicating with your customers and prospects without selling…the belief that if we deliver consistent, ongoing valuable information to buyers, they reward us with their business and loyalty.” Content Marketing Institute

For me Content Marketing is anything we do as long as it provides valuable information to our audience. It’s about demonstrating the value your client will get when they decide to work with you. And how they continue to get more value after they buy.

What exactly is Content Marketing?


It has been around since 4200 BC under different names like brand marketing, custom publishing, …but only became a mainstream word around 2010 when Joe Pulizzi founded CMI

Source: contentmarketinginstitute.com


With the democratisation of the digital technologies and online publishing everyone can use content marketing to promote their products and services.

The Benefits of Content marketing

Pros ü Can be done on a low budget with maximum results ü Own content vs renting someone else platform ü Real asset that can be used continuously to drive traffic But can be time consuming and pointless without real strategy and short term focus. This is about building community!


Important role of KeywordsIn the video on ‘how to understand your customers needs’ I have shown you how to search for relevant keywords that your clients are looking for. Finding the right keywords that you audience is looking for is very important. Those keywords will be used in your content to optimise your copy (SEO) and to get found and ranked on search engines like Google, Yahoo, Bing, etc.


Common mistake with Keywords Having found a list of popular keywords in your niche doesn’t mean you should stack them all in your copy and hope for a top ranking. Noooo…. This is counterproductive.


What gets you High Ranking?ü  In the early days, the keywords used were very important to get

highly ranked by search engines ü  Now they use sophisticated algorithms to determine which sites are

most relevant to what is being searched Google will rank a website higher if it believes they are authoritative and relevant to its audience. Will take into account:

•  If the story has been shared on social media •  How many people are referring to the pages •  If it contains relevant links •  etc.


Basics points to optimise posts•  Focus keyword •  Article Heading •  Page title •  Page URL •  Content •  Meta description


How to optimise a post: Free Plugin Wordpress SEO by Yeost


How to optimise a post: Diagnostic


How to optimise a post: Image for social media


How to optimise a post: Add images for social


Common Fears that prevent people from producing content

Think it’s hard work 1 I might run out of ideas 2

I am not sure my content will be good enough

3 I am not a good writer 4


Why you should add Content Marketing to your Marketing Strategy?

•  Provide valuable information to your audience •  Engage with your customers at many levels •  Show thought leadership •  Build relationship and trust •  Own the asset vs renting land (other platforms) •  Drive traffic to your site. People are likely to come back •  Improves web searches and online visibility •  Build list faster and send targeted emails later


Key activities to succeed

ü  Being able to grow an audience, so they can rely on you to get the information they need

ü  Having a compelling content that your audience loves and shares

ü  Telling great stories that connect emotionally


Meet


How to be noticed in a crowded place?

•  Actively push the stories you want to be told •  Articulate which story you want to tell (not what

results you want!) •  Build each piece of the story in a compelling way •  You are only as good as the material you got •  The story has to match your action


We are all Marketers and Publishers!•  We all need to tell our story in the most compelling

way to connect with clients when thousands are competing for the same attention

But Problem…. •  Most businesses don’t know how to tell stories;

authentic stories that move people to take action.


Three components for a good Story

Tension: a problem that needs to be solved.

Conflict

Who you are and why you do want to solve that problem.

Authenticity

Who are you talking to?

Audience


2. STRATEGISE

Common Myths on Designing a Strategy

Blue sky thinking with no practical actions 1 Time consuming 2

It’s only for big corporates 3 I need a team 4


Who is he? she? Create Persona (watch my video on how to understand customers needs)

Focus on your core buyer 1

Define the problem you want to solve and break it down into sub topics

Develop content adapted to their needs 2

Be optimised with a focused keyword

Each content needs to: 3

Be sharable on social media Have a call to action (CTA)

Customer centered approach to create good content Think outside in rather than inside out!


Make your content marketing works

Set up your objectives Why do you want to engage on social media?

1

Channels Audit List all the channels you are on and ask why you are on it. Which channels your clients use the most?

2

Create mission statement for your Content Marketing State clearly which needs of your customer you want to address.

3

Search what your customers are doing on social media and ‘spy’ the competition!

4


Example of mission statement

“We give context and commentary on the key business trends emerging from China, from a combination of Chinese and English language sources in the press and on the internet.” HSBC

A Week in China “We bring together startup communities and create spaces for entrepreneurs to learn and work.” Google .

Google for Entrepreneurs

“Travelling the world for stories on technology transformation.” EMC

EMC TV


3. CREATE


10 sources to quick start content creation

1.  Existing knowledge on your market needs 2.  Your staff’s intelligence, knowledge, interest, expertise 3.  The other challenges your customers have to overcome 4.  Interview experts 5.  Experts contributions ie guests posts 6.  Community co-creation. Ask your audience to contribute 7.  Curate others’ content 8.  Industry news 9.  Behind the scene content – show how things work 10.  Competitions, contests, quizzes …


How to generate ideas fast

•  You have 10 topics your audience might be interested in •  3 types of personas identified •  => 10 x 3 =30 items of content •  5 stages of buying cycle or buying process •  Map the content with each of the phases •  30 x 5 = 150 pieces of differentiated content


Modalities to produce contentThere are different ways to deliver a story to your audience. 1.  Rich text (blogs, LinkedIn posts, eBooks, reports) 2.  Video (Youtube, Facebook, Vimeo) 3.  Infographics (Twitter) 4.  Audio as podcast (ITunes, Sticher, Soundcloud) 5.  Powerpoint presentation (Slideshare) 6.  Original images, graphics (Pinterest, Instagram)

•  Pick the modality you are most comfortable to start •  Decline the same story into 4 other modalities © Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

Example: Multiple-purpose content How to create multiple content from a single video

YouTube Facebook

Twitter Instagram

Own blog LinkedIn

post

Twitter Lead

generation Slideshare Itunes

Stitcher

Create

infographics Post a ppt

presentation Extract audio for podcast


7 Free Tools

To create stunning visuals © Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

AwesomescreenshotTakes screenshot, edit and annotate image in a single browser

http://www.awesomescreenshot.com/© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

PlaceitPlace a screenshot in professional looking frame

http://www.placeit.net © Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

PickmonkeyLike a scale down version of Photoshop to retouch images

http://www.picmonkey.com/© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

CanvaStart to finish easy design app

https://www.canva.com/ © Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi

Social Image Resizer Tool Create optimized images for social media

http://www.internetmarketingninjas.com/seo-tools/favicon-generator-crop-images/


ReciteCreate great looking quotes frame to share

http://recitethis.com/

Easel.lyCreate smart and great looking infographics

http://www.easel.ly/

Mapping your customer journey BUYING JOURNEY

AWARENESS

CONSIDERATION

INQUIRY

PURCHASE

RETENTION

Key Focus Solve problem

Get noticed

Build trust Build trust Make an offer

Provide more value

The Buyer

Identifies an issue she needs to solve

Starts to research solutions for the problem

Looks at options available and studies them

Establishes criteria to make a decision

Decides who to go with based on his criteria

Look to be reassured she made the right choice

!

© Copyright 2015 nucleus of change | FrancineBeleyi.com

Mapping your customer journey BUYING JOURNEY

AWARENESS

CONSIDERATION

INQUIRY

PURCHASE

RETENTION

Key Focus Solve problem

Get noticed

Build trust Build trust Make an offer

Provide more value

Example Persona wants to grow her business, work with clients she loves

How to brand yourself and attract the clients you want

The 5 signals to look out for to when choosing your perfect client

7 easy ways to stop trading time for money as a training consultant Client case study and testimonial

3 top paid training consultants share their secrets to recruit their perfect clients Demonstrate your process to solve the client’s needs

Detailed 4-week programme to build authentic brand and recruit your ideal clients Guarantee Training materials

Welcome pack. The complete step-by-step guide to make the best of the 4-week programme. FAQs Customer support access Tutorials Offer new products

!© Copyright 2015 nucleus of change | FrancineBeleyi.com

How to align content to the buying journey 1.  List objectives of your persona and the tasks they want to

achieve on your site buyers (watch past video) 2.  Prioritise the tasks 3.  Align these tasks with your customer journey map 4.  Produce the content to match the journey 5.  Test and refine


Design an Editorial Calendar•  Schedule the content you need to post for the next 12 months to

take the guesswork out of your way •  What are the significant moments of the year in your industry that

boost sales? (Xmas, Valentine, Easter, back to school, summer holidays…). The main industry events or other key dates?

•  What are the different themes/sub categories of themes you want to address?

•  When are your main promotional campaigns? •  Define how to integrate your content on social media, email and

other channels and your product promotion •  Which tool to use to design an effective editorial calendar?


Editorial Calendar 2015 & 2016 Ready to use editorial calendars for 2015 and 2016 in Excel contains: Ø  12-Month content plan incl. campaigns and UK holidays Ø  Weekly content plan Ø  Daily content plan Ø  Social media strategy Ø  Social media plan Ø  Emailing schedule Ø  Interview schedule Ø  What's on in your city


Available to purchase at http://www.nucleusofchange.com/editorialcalendar

4. DISTRIBUTE

Across

Channels


How to distribute your content? ü  Producing content is just the start. You need a strong distribution

strategy to reap the benefits ü  Promote content across social media channels ü  Emails to your list ü  Leverage the power of contributors’ to spread to a wider audience ü  Share with people featured in your story- they will share it to their

network ü  Paid advertising: Google ad, Facebook ad, boost posts, etc. ü  Find co-creating partner in a complementary but non competitive

business and send to both lists


5. ENGAGE


How to achieve a greater engagement with your content?

“Content is King but engagement is keen and she rules the house” Mari Smith •  Engage in conversations •  Be generous with the ‘competition‘ •  Content to be responsive and easily accessible from all platforms •  Consistent and regular publishing ie same date, same hour •  Quality personalised content to cater for each persona •  Guest post with an influencer or someone with big list •  Add a clear call to action (CTA)


Other incentives to increase customers’ engagement

•  Provide content that will stimulate debate and discussion •  Provide a platform for consumers to engage with each other •  Provide a way to get help, technical support and advice to your

customers •  Encourage people to have their say and co-create your products

and service. •  Ask for their advice, get them to choose a preferred option


Reach out to more people: Think Mobile

•  “If it’s doesn’t work on mobile it doesn’t work.” Damon Kiesow •  Think about mobile first when you design anything for your

business to reach a larger audience.


6. MEASURE


How to measure the performance of your content marketing

Track the results of your content to see what works best with your audience? Are they more interested in videos? Audios? Infographics? Long form? Short form?

1

After each post/email check if it’s shared on social media. How many times? 2

Search online: attach a keyword phrase to each article to track it. Install Google analytics on your site to track each post in detail 3

Measure your social platform analytics daily, weekly, monthly. YouTube, Twitter, Facebook, LinkedIn have all analytics

4


Twitter analytics 1: video + mention


Twitter analytics 2: ��influencer mention + hashtag


Twitter analytics 3: Popular event + photo + hashtag


What do you need to track? ü  Brand perception ü  Lead generation ü  Share on social media. Where? How many time? ü  How many referral sources? ü  Unique page views, time spent on page? ü  Conversion rate. How many visits needed to convert to sales ü  Bounce rate. Determine how engaged readers are. How long they

stay on a page. Keep this rate as low as possible


7. ITERATE


How to reap the fruits?

•  Refine your content and SEO continuously •  Have a culture of excellent customer service where everyone put

the customer first. Not just the job of the marketing department •  Provide great customer experience. There is no point of providing

great content and a crap service •  Continuously ask for feedback and care about it •  Monitor where your market is going, spot the signals of change

and emerging trends (talk regularly to customers, listen, monitor the wider change in habits)

•  Anticipate needs. The customer doesn’t always know


RECAP

2. STRATEGISE 5. ENGAGE

7. ITERATE

1. CLARIFY

4. DISTRIBUTE 3. CREATE

6. MEASURE

How to create a killer content marketing


The next Question?

How do you implement immediately this learning in your business and

increase your results?


Options •  Hire a consultant/agency to do it for you for at least

£5000 / month •  DIY with a trial and error approach and waste a

precious time •  Book a free consultation with me today to discuss

your objectives and how I can help you


I would love to help many business owners and leaders to grow, achieve

better results and get more freedom by leveraging effectively the digital tools.

But …. I can’t help everyone!


We are a good fit if you are:

A small business owner, director of company or manager looking to increase your results in the next 6 months 1

Already selling products and services to satisfied customers and are looking to sell to new clients

2

Want to be positioned as a thought leader in your field 3 Looking to add digital products to your current offering 4 Committed and serious to increase your results in the next 6 months and are ready to implement these strategies

6

5

Looking for a trusted partner to achieve your goals


Why should you work with me? ü  More than a decade of professional experience in corporate in IT,

change management and project management and trained journalist ü  In the past 7 years helped small businesses to increase their results ie: ü  Built a global brand for a small business with a turnover of £2 million + ü  Helped a business to grow and fill to capacity their workshop and

introduce high ticket programs costing 4 to 5 times more than their standard prices

ü  Enabled business owners to get greater clarity, focus and increase their results.

ü  Helping executives and entrepreneurs to use digital tools and social media to build authentic brands, design actionable marketing strategies and run online campaigns to boost their results.


What Clients are saying…

“Francine has provided me a clear understanding of how to proceed. What I like the most about working with Francine is her clarity of focus and having to really think about the issues involved. She has a wide knowledge and experience across a variety of fields. She knows what she is talking about because she has been there and tried it or done it.” Geoffrey Arnold Pinchin, Founder of DreamScapes Ltd

“Francine is a highly skilled, enthusiastic, and hardworking video journalist. She has produced excellent, highly professional, video work for Computer Weekly, and is a pleasure to work with.” Bill Goodwin, Premium Content Editor of Computer Weekly

“Working with Francine has helped me focus the direction of my business; I have always felt respected, supported and encouraged to trust my own instincts. I never felt pushed into anything that I didn’t feel completely comfortable with. I always trust her judgement. Trustworthy. I would highly recommend working with Francine. She has given me the confidence in myself to grow and expand my business, while advising and supporting me.” Nina Gilbey, Founder of London Jewellery workshop


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