So Why Are We All Here Today? “Just like search was a decade ago and social was five years ago, content marketing is the next digital media revolution” Forbes magazine
Sharing Content Is Central To Our Online Behaviour SOURCE: NM Incite – UK OCT 2010 – Oct 2011 23% * OF SOCIAL MEDIA MESSAGES INCLUDE LINKS TO BRANDED CONTENT *27,000,000 Pieces of content are shared each day *These figures don’t include messages about or related to content – only those that share it THE CONVERSATION AROUND CONTET IS LIKELY A MUCH LARGER PERCENTAGE
Which of these storytelling types are you using? Brand Storytelling SerialMulti-facetedSpreadable Immersion & Discovery Engagement Coca-Cola Content 2020 Part 1 www.youtube.com/watch?v=LerdMmWjU_E Part 2 www.youtube.com/watch?v=fiwIq-8GWA8
Content Curation Is… …the act of discovering, gathering, and presenting digital content that surrounds specific subject matter
The Value Of Content Creation To Business Your community doesn’t have to go anywhere else They spend more time with you Improves brand identity You become a trusted expert Funnels customers or prospects towards conversion Improves SEO Curation takes less time (and money) than creation
What Are The Main Objectives Of Content Curation?
Brand’s Need A Purpose A brand’s definitive position on the unique difference it’s trying to make in the world
Purpose Drives Nike’s Content Strategy Purpose To bring inspiration and innovation to every athlete in the world The Content Strategy Nike will create the platform to manage your performance Nike will motivate you and advise you Nike will provide the platform to connect with other athletic enthusiasts The Idea Nike can help people achieve their athletic goals The Insights Getting fit or being successful at sport is about more than buying the right sneakers or apparel People need to be motivated to keep going People like to have feedback about their progress People like tips and information about how to improve The Tactics Apps Web tools Facebook pages Community management Data capture profiling Personalization Influencer outreach Blogs Moderated forums Ecommerce integration
A content strategy is… a plan for creating, curating, publishing and managing content –that is findable, actionable, measurable and shareable –delivering content that bridges business goals and audience needs
What Does Your Content Strategy Need To Address? 1. Content Audit 2. Content Value Proposition 3. Content Resource Assessment 4. Content Creation & Curation 5. Review & Revise, Approve 6. Publish Promote, Participate
The Content Marketing Matrix Source: Smart Insights
The Content Value Proposition Canvas CUSTOMER NEEDS GAINS PAINS GAIN CREATORS PAIN RELIEF CONTENT OFFERING Adapted under the Creative Commons License by We Are Atmosphere Ltd (UK) from original works at http://www.businessmodelgeneration.com/canvas
WORKSHOP: Let’s Develop Your Content Value Proposition Get into groups and start to fill in the right-hand side of Value Proposition Canvas by brainstorming one segment of your audience –Customer Need What are they trying to do? What problems are they are trying to solve? What are the needs they are trying to satisfy? –Pains What challenges does they face that triggers a need for your product/service? How does your product/service make the pain go away? –Gains Describe the benefits your customer expects, desires or would be surprised by !
WORKSHOP: Let’s Develop Your Content Value Proposition Now start to fill in the left-hand side –Content Offering What topics AND types of content would helps them get the job done? What original/owned content could you develop? What topics or types of content might you curate? –Pains Relief Describe how your content offering alleviates customer pains –Gain Creators Describe how your content can create customer gains How would your content create benefits your customer expects, desires or would be surprised by? !
What Attributes Should Your Content Have? Content FindableTargetedUsefulActionableMeasureableShareableCredited
The Curation Process Identify pick your topics Follow find your sources Organise review, filter, & categorise Create add value Share publish, promote & participate
How Do You Get Buy In For Your Curation Strategy? Upper-Level Management –Keeps them informed about the market Web/Content Team –Provides a constant stream of topic ideas and keeps them in touch with industry developments. –Statistics on which content is popular with particular audience segments –It reduces the amount of owned content that must be produced Public Relations and Investor Relations –Makes it easier for the PR team to get coverage Sales Team –Build deeper relationship with the businesses clients and customers
Consumption Metrics Views Time Spent ActionShareCommentSentiment
Sharing Metrics –Likes, shares, tweets, +1s, and pins: Sharing tools typically keep track of these, also Google Analytics –Forwards: Your email provider and Google Analytics can help you track email forwards. –Inbound links: Your blogging software or e.g. OpenSiteExplorer Sales Metrics –Online sales –Offline sales: Track via unique URLs measured by your analytics program –Manual reporting & anecdotes –Remember: if you’re going to track leads and sales, you have to do something trackable Lead Metrics –Form completions & downloads: Through your CRM and URL tracking, how often visitors access gated content is simple to measure –Email subscriptions: Your email provider or CRM tracks how many visitors sign up to receive your emails –Blog subscriptions: You can measure blog subscriptions through services like Feedblitz or your CRM system –Blog comments: A strong comment platform (like Disqus, Livefyre or one built into to your blogging software) helps here –Conversion rate: How often do visitors who consume content become leads? Metrics
Curation ROI ((Return – Investment)/Investment))x100) = ROI You collect 100 leads/month from the content At a 10% lead conversion rate, you’ll generate 10 new customers Assume a £1,000 average lifetime customer value and a 20% average profit margin Multiply the hours per month needed to curate the content by the hourly pay rate of the employees used to curate it Multiply the result by the overhead factor Add in related monthly costs (e.g. curation software costs)
Go Forth And Curate… email@example.com