1. mboindy.com Halie Vining Director of Consulting, Relevance Content Strategy: The Research & Data Behind Successful Content Marketing

2. mboindy.com What are we talking about today? Where are content marketers falling short? What’s the problem with content marketing? How to ensure your content is successful?

3. mboindy.com Where are content marketers falling short?

4. mboindy.com What’s the problem with content marketing?

5. mboindy.com How to ensure your content is successful?

6. mboindy.com Taking the Guess Work Out of Marketing

7. mboindy.com Taking the Guess Work Out of Marketing

8. mboindy.com Taking the Guess Work Out of Marketing More data points

9. mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset

10. mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset Identifying best opportunities for success

11. mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset Identifying best opportunities for success: – Gap analyses

12. mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset Identifying best opportunities for success: – Gap analyses – Striking distance keywords

13. mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset Identifying best opportunities for success: – Gap analyses – Striking distance keywords – Media & trends patterns

14. mboindy.com So where do we start, what do we do, & what do we find?

15. mboindy.com Research Methodology: Beyond Audience & Ideation

16. mboindy.com AUDIENCE

18. Brand Immersion

19. Brand Immersion Keyword Research

20. Brand Immersion Keyword Research User Generated Content Analysis

21. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews

22. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys

23. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews

24. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment

25. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments

26. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments Customer Pain Points

27. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments Customer Pain Points Purchasing Considerations

28. Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments Customer Pain Points Purchasing Considerations Buyer’s Journey Map

29. mboindy.com COMPETITION

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31. Content Inventory

32. mboindy.com Content Inventory Sentiment Analysis

33. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses

34. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit

35. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation

36. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities

37. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities Competitive Content Gaps

38. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities Competitive Content Gaps Architecture Issues

39. mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities Competitive Content Gaps Architecture Issues Content Organization Issues

40. mboindy.com MEDIA

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42. Industry Publications Analysis

43. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis

44. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis

45. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis

46. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis

47. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content

48. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content Identify Top Shared Topics

49. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content Identify Top Shared Topics Paid Media Opportunities

50. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content Identify Top Shared Topics Paid Media Opportunities Partnership Opportunities

51. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content Identify Top Shared Topics Paid Media Opportunities Partnership Opportunities Media Coverage Opportunities

52. mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content Identify Top Shared Topics Paid Media Opportunities Partnership Opportunities Media Coverage Opportunities Niche Media Opportunities

53. mboindy.com TRENDS

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55. Sentiment Analysis

56. mboindy.com Sentiment Analysis Angle

57. mboindy.com Sentiment Analysis Angle Sub topics

58. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions

59. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to

60. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted

61. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns

62. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns Compelling Questions

63. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns Compelling Questions Content Marketing

64. mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns Compelling Questions Content Marketing Opportunities

65. mboindy.com Research & Data Gathering

66. mboindy.com Research & Data Gathering Audience Segments & Buyer’s Journey

67. mboindy.com Research & Data Gathering Audience Segments & Buyer’s Journey SEO, Architecture & UX Opportunities

68. mboindy.com Research & Data Gathering Content Promotion Opportunities Audience Segments & Buyer’s Journey SEO, Architecture & UX Opportunities

69. mboindy.com Research & Data Gathering Content Promotion Opportunities Content Marketing Opportunities Audience Segments & Buyer’s Journey SEO, Architecture & UX Opportunities

70. mboindy.com Turning Insights Into Strategy

71. mboindy.com Purchase Path Buyer’s Journey RealizationConsiderationAwarenessConversion Target Keywords What is [company] app [company] management CRM Small business workflow management software [company] management solutions Features project management Managing sales leads for your business Time tracking software for architects [company] management tools software [company] integration software Best project scheduling software [company] job management Job time tracking software mac Mobile app workflow Practice manager [company] Pain Points & Concerns Looking for unbiased information Depends on personal network Needs to be scalable Flexible & simple interface Sustainable Long, complex buying process Need quick, simple and immediate integration and implementation Seeking tailored approach rather than vendor generalizations How will product make my business better? Observation 71% of B2B researchers begin their research with a generic search. 25% of articles analyzed were contributed articles by influencers from competitor companies 25% of articles analyzed were presented as software reviews and/or checklists Small business decision makers reported product brochures & data sheets to be vendor collateral used to evaluate technology purchases. Opportunities Third-party content and non-product focused resources By-lined articles by influencers Sponsored content Influencer outreach Advanced Content resources to pitch to media Repurposing existing content Owned resources and one-page data sheets for each industry vertical Recommendations Turning Insights into Strategy What behaviors are occurring during your audience’s buying process?

72. mboindy.com Turning Insights into Strategy What content do you need to create to engage your audience?

73. mboindy.com Turning Insights into Strategy How are you going to get content in front of your audience? Collaboration & Communication Collaboration resources for internal employees, remote workers and client relations. Targeted On-Page Content Strategies Address striking distance keyword opportunities Earned Media Promotion Utilize by-lined articles and software reviews to establish thought leadership and credibility. Social Media Promotion Utilize paid social media outreach, organic social media outreach, and content distribution networks to share new and existing content with the target audience. Thought Leadership Content Repurpose & pitch by-line articles, info graphics & data sheets. Industry-Specific Data Sheets Trade shows, programs being run by industry leaders, sponsorship opportunities, speaking engagements, etc. Strategy

74. mboindy.com Turning Strategy Into Actions

75. mboindy.com Turning Strategy Into Actions Editorial calendar

76. mboindy.com Turning Strategy Into Actions Editorial calendar Promotion calendar

77. mboindy.com Turning Strategy Into Actions Editorial calendar Promotion calendar Measurement calendar

78. mboindy.com PHASE 1 ONGOING