mboindy.com Halie Vining Director of Consulting, Relevance Content Strategy: The Research & Data Behind Successful Content Marketing
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?
mboindy.com Where are content marketers falling short?
mboindy.com What’s the problem with content marketing?
mboindy.com How to ensure your content is successful?
mboindy.com Taking the Guess Work Out of Marketing
mboindy.com Taking the Guess Work Out of Marketing
mboindy.com Taking the Guess Work Out of Marketing More data points
mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset
mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset Identifying best opportunities for success
mboindy.com Taking the Guess Work Out of Marketing More data points Considering promotion from the outset Identifying best opportunities for success: – Gap analyses
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
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
mboindy.com So where do we start, what do we do, & what do we find?
mboindy.com Research Methodology: Beyond Audience & Ideation
mboindy.com AUDIENCE
Brand Immersion
Brand Immersion Keyword Research
Brand Immersion Keyword Research User Generated Content Analysis
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments Customer Pain Points
Brand Immersion Keyword Research User Generated Content Analysis Customer Interviews Customer Surveys Expert Interviews Analytics Assessment Audience Segments Customer Pain Points Purchasing Considerations
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
mboindy.com COMPETITION
mboindy.com
Content Inventory
mboindy.com Content Inventory Sentiment Analysis
mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses
mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit
mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation
mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities
mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities Competitive Content Gaps
mboindy.com Content Inventory Sentiment Analysis Keyword Gap Analyses Site Architecture & Navigation Audit Local SEO Evaluation Keyword Opportunities Competitive Content Gaps Architecture Issues
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
mboindy.com MEDIA
mboindy.com
Industry Publications Analysis
mboindy.com Industry Publications Analysis Industry Social Influencers Analysis
mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis
mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis
mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis
mboindy.com Industry Publications Analysis Industry Social Influencers Analysis Industry Experts Analysis Paid Media Analysis Social Engagement Analysis Identify Top Content
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
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
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
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
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
mboindy.com TRENDS
mboindy.com
Sentiment Analysis
mboindy.com Sentiment Analysis Angle
mboindy.com Sentiment Analysis Angle Sub topics
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns Compelling Questions
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns Compelling Questions Content Marketing
mboindy.com Sentiment Analysis Angle Sub topics Compelling Questions Resources Linked to Experts Quoted Content Patterns Compelling Questions Content Marketing Opportunities
mboindy.com Research & Data Gathering
mboindy.com Research & Data Gathering Audience Segments & Buyer’s Journey
mboindy.com Research & Data Gathering Audience Segments & Buyer’s Journey SEO, Architecture & UX Opportunities
mboindy.com Research & Data Gathering Content Promotion Opportunities Audience Segments & Buyer’s Journey SEO, Architecture & UX Opportunities
mboindy.com Research & Data Gathering Content Promotion Opportunities Content Marketing Opportunities Audience Segments & Buyer’s Journey SEO, Architecture & UX Opportunities
mboindy.com Turning Insights Into Strategy
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?
mboindy.com Turning Insights into Strategy What content do you need to create to engage your audience?
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
mboindy.com Turning Strategy Into Actions
mboindy.com Turning Strategy Into Actions Editorial calendar
mboindy.com Turning Strategy Into Actions Editorial calendar Promotion calendar
mboindy.com Turning Strategy Into Actions Editorial calendar Promotion calendar Measurement calendar
mboindy.com PHASE 1 ONGOING