How to setup and manage international content marketing
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Transcript of How to setup and manage international content marketing
HOW TO SETUP AND MANAGE INTERNATIONAL CONTENT MARKETING7 STEP FRAMEWORK Marcin Chirowski
Twitter.com/MarcinLondon LinkedIn.com/in/Chirowski
AGENDA
• Problem• Solution: Content Marketing Framework
1. Plan
2. Audience
3. Story
4. Channels
5. Process
6. Conversations
7. Measurement• Results
@MarcinLondon
WHO ARE YOU?
@MarcinLondon
Experienced digital marketer and tech entrepreneur, who moved to London from Poland seven years ago.
97% organic traffic growthFrom 3,6mln to 7,1mln monthly UV in one year
36,8% organic traffic growth/ 17 markets
162% organic traffic growth/ 19 markets
+ 185%
MAZESO, WHAT SHOULD I DO NEXT
@MarcinLondon
COOL DOWN MOMENTCOOL DOWN
@MarcinLondon
CONTENT MARKETING FRAMEWORK
Source link
@MarcinLondon
STEP 1 / PLAN
@MarcinLondon
PLAN / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Who you are• Where you are• Where you want to be
Ensure:• To plan with business objectives in mind• To do SWOT analysis• Planning is a continuous process • To have a clear vision and roadmaps
Tip: Keep it high level and actionable
STEP 2 / AUDIENCE
@MarcinLondon
AUDIENCE / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Be clear who you are trying to reach• Create a persona for each target market• Have your persona mapped to a buying cycle
Ensure:• To work closely with local teams to build your persona• To include motivations, needs, goals and struggles
Tip: Create content segmentation grid
@MarcinLondon
PLAN / PRACTICAL EXAMPLES
@MarcinLondon
STEP 3 / STORY
@MarcinLondon
STORY / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Dig deep into your company history• Try to find stories that customers can relate to• Don’t use stories to sell, use them to create brand loyalty
Ensure:• To develop content with stories in mind• To show unique value proposition of your company• That your story echoes through the content
Tip: Try using employees stories
STEP 4 / CHANNELS
@MarcinLondon
CHANNELS / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Have a solid plan before you start that step. If you don’t have it, go back to step one• Build a channel plan with clear objectives and metrics
Ensure:• To wrap your editorial calendar around channels as they are all different and require different approach• To review often and track the right metrics
Tip: Follow Webcertain blog to make sure you
are focusing on the right platforms
STEP 5 / PROCESS
@MarcinLondon
PROCESS / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Create & optimize• Distribute & amplify• Listen• Measure & learn
Ensure:• To establish roles and responsibilities (central and local)• To review your process often and be agile• Clearly communicate your process at local level
Tip: Use PM tools like Trello.com or Basecamp
PROCESS / PRACTICAL EXAMPLES
@MarcinLondon
PROCESS / TOOLS
Usage:• Instant collaboration• Editorial calendar• Progress tracking with checklists & deadlines
STEP 6 / CONVERSATIONS
@MarcinLondon
CONVERSATION / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Use listening tools• Have a hand full of resources and fact sheets to use when needed (FAQ pages)
Ensure:• To track correct local keywords in you listening tools
Tip: Use tools & local teams know-how
CONVERSATION / TOOLS
@MarcinLondon
www.icerocket.com - This tool offers blog, Twitter and Facebook monitoring in 20 languages
www.buzzsumo.com - listen to trends, what’s hot right now - analyze what content performs best for any topic or competitor
www.sysomos.com - Real-Time Social Media Monitoring. Covering 186 languages. Tracking by country or city; as well as by gender and profession.
Free tools:
MEASUREMENTSTEP 7 / MEASUREMENT
@MarcinLondon
MEASUREMENT / WHAT’S IMPORTANT
@MarcinLondon
Foundation:• Be selective what you measure• Track: What’s working? What isn’t? What do we need to do to make it work next time?
Ensure:• To set internal expectation, results don’t come overnight• To establish systems of monitoring and reporting locally
Tip: Establish “analytics pyramid” - who should get what
MEASUREMENT / PRACTICAL EXAMPLE
@MarcinLondon
Tools:
+ others
We’ve created a wave of over 1339 new articles at international level. Google loves that and increased our strategic search rankings where blogs are most active.
ArticlesBrazil 223Japan 124Global 201Mexico 199
Italy 134Russia 124France 106
Germany 109Korea 119Total: 1,339
RESULTS
@MarcinLondon
Organic search traffic increase by 185% Followed closely by growth in revenue