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Actionable Content Marketing and Strategy

Tony Samios
by

Emma Marti

on 12 September 2013

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Transcript of Actionable Content Marketing and Strategy


CONTENT MARKETING ?
Content marketing is

It encompasses all marketing formats that involve the creation and sharing of content in order to current and potential consumer bases.
It subscribes to the notion that delivering
Content marketing has benefits in terms of retaining
What is
umbrella
term.
an
high-quality,
relevant
and
valuable information
to prospects and customers drives consumer action.
reader
attention
and improving brand
loyalty.
Marketers may use content marketing as a means of achieving a
variety of
business goals.
Step 6
Step 2

UNDERSTAND YOUR AUDIENCE
Step 3
Step 4
Step 5
ORGANISE DISTRIBUTION
Step 1
Set your objectives by your
Identify objectives
1) Establish a
2) Review your
BENCHMARK
EXISTING CONTENT
3) Evaluate the
COMPETITIVE LANDSCAPE
4) Outline your
Content Marketing
OBJECTIVES
Goals
KPI's

Time frames
Once you have identified your objectives,
it’s time to understand your
audience
This will allow you to identify their specific
content preferences.
1. IDENTIFY PERSONALITY TYPES
2. DEFINE BUYING STAGE
IDENTIFY GAPS
The focus is simply to determine
WHAT CONTENT IS NEEDED?
Consider...
What

 Identify Content by Stage
 Content by Persona
and give them the content they
BUILDING CONTENT
1) Generate for Content
IDEAS
2) Identify
KEY MESSAGES
UNIQUE
CRAFT
PAIN POINTS
Determine what each buyer persona needs to know that is
and
messages that address their
3) Outline Standards
Header Tags
Meta Descriptions
Target keywords
Call-To Action
Writing Style
Target Audience
Social Widgets
Alt Tags
Check for the following items:
4) Ensure Consistency
Create a
style
baseline
for your content marketing program
5) Target Keywords
Keywords are to content marketing
because they can help you:
important
Identify new topics based on
search
&
social
trends.
Identify themes that are important
buyers.
to your
Monitor
&
Measure
trends over time.
Refine
your efforts to
ensure
maximum results.
6) Build an army of
Contributors
7) Identify a workflow
8) Repurpose Content
whenever possible
Reuse
and
Recycle

“Is this piece of content a one-off or can it be more?”

series of blog posts
1 shiny e-Book!
9) Build Content
Objectives
brand awareness
and
user engagement
as well as
Raise
increase
Campaign goals
Increase traffic!
Gain news coverage.

Engage Ticketmaster community.
Results

Pre Campaign:
100,000 Facebook Fans

Post Campaign results:
110,000 Facebook Fans

Specific outcomes:

After three weeks of the quiz being live,
Ticketmaster saw the following results:

18,820
people took the quiz

2,606
emails captured

2,572
Facebook shares and likes

953
Tweets

3,506
social engagement events
65,495
social engagement points
971,508
impressions

1) Select the right channels
It is ideal to promote a piece of

multiple channels
content through
and considering all
forms of media.
2) Facilitate Social Sharing
It’s important that your content
easy
find.
is
to
However, it’s critical that your content
is
to
easy
3) Build landing pages
4) Map your content
Identify
pain points
for each
buyer persona.
Frequency
of your
communications
for each piece of content.
5) Create an Editorial Calendar
Measure your program
1) Manage the Content Lifecycle
2) Create a Budget
3) Monitor your Program
It's important that you
listen
and
engage
with your audience.
Social Media Monitoring
tools enable companies to
and
with their customers
4) Measure your program
Actionable
Content Marketing
and
Strategy
Tony SamioS, COO

Discover key insights
Look beyond job descriptions.
Focus on the goal
Get inside your customer's shoes

Thank you
Tony Samios

www.caliberi.com
of your content capabilities
Research
Buyer or Influencer?
NEED.
engage
understanding
content capabilities
competitive landscape
own
and the
existing assets
do you have?
or
Purchase?
share!
engage
build communities
profitable
cats or dogs?
e-book
for example

Increase

positive sentiment
toward the brand
Content marketing should be about
engaging
in meaningful conversations with real people
compelling brand stories
through shareable content.
across multiple channels and mediums,
by creating
And finally...
do something different
Full transcript