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Concentric Content Marketing - Content Boot Camp
Content Marketing Boot Campfor Community Managers
1
Concentric Content Marketing - Content Boot Camp 2
The Content ProcessThe cycle of conversation.
Keynote Template
Concentric Content Marketing - Content Boot Camp 3Keynote Template
Tonight• Intro • Process • Goals
• Practice • Research
• Practice • Ideation
• Practice • Creation
• Practice 1 • Practice 2
• Distribution • Practice
• Measurement • Practice
Concentric Content Marketing - Content Boot Camp 4
What We’ll Cover
How ToWe’ll walk through the
basic steps of each stage in the content
process.
Tools & TemplatesYou’ll get the tools and templates that the pros
use in their content process.
PracticeWe’ll take 5 minutes to
practice what we’ve learned.
Concentric Content Marketing - Content Boot Camp 5
Why?
Content Process
3 Hours Per Post - Jay Baer, Convince & Convert
Write a 300-500 word post on one of the biggest trends in your industry.
Concentric Content Marketing - Content Boot Camp 6
Content Process
CreationCreating content that fits your audience’s
preferred mediums and channels.
DistributionDistributing content through your audience’s preferred channels and listening to the response.
ResearchUnderstanding your audience, industry,
and culture.
IdeationTurning your research into content ideas
and next steps.
ContentProcess
MeasurementMeasuring and analyzing response to content. Adjusting content efforts as needed.
Concentric Content Marketing - Content Boot Camp 7
Setting Goals
Increase conversion rates in 2015
32.500
65.000
97.500
130.000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015 2014
Concentric Content Marketing - Content Boot Camp 8
Setting Goals
What are your content marketing goals?How will you measure them?
• Traffic/conversions• Sales• Newsletter signups
Concentric Content Marketing - Content Boot Camp 10
ResearchWho, What, When, Where, Why & How
Keynote Template
Concentric Content Marketing - Content Boot Camp 12
Foundational Research
Who …is your audience?…do they listen to?
What
When
Where
Why
How
…are they talking about?…challenges are they facing?
…are they talking?…are they asking for help?
…are they talking?
…are they talking about these topics?…are they using these platforms?
…are they consuming content? What format?…are they using these platforms?…are they getting their information/data?
Concentric Content Marketing - Content Boot Camp 14
Ongoing Research
Follow influencers & create lists.
Follow these topics and answer their questions.
Note trends, characteristics and usage.
Who…is your audience?…do they listen to?
What
When
Where
Why
How
…are they talking about?…challenges are they facing?
…are they talking?…are they asking for help?
…are they talking?
…are they talking about these topics?…are they using these platforms?
…are they consuming content? Format?…are they using these platforms?…are they getting their information/data?
Set up profiles, recognize similarities.
Be active during these times.
Stay aware of similar platforms/topics.
Concentric Content Marketing - Content Boot Camp
Do it later
15
Research
Do it now
VS.
10 minutes per day 25 minutes per post
Concentric Content Marketing - Content Boot Camp 16
Research - Free Tools
Who
What
When
Where
Why
How
betalist.com, IFTTT, Exact Target, Mention
WeFollow, FollowerWonk, Riffle
Buffer, SocialBro, Mention
Google Trends, Alexa, Alltop, Trend Hunter, Trendspottr, Social Mention, Google Keywords
Google Trends, SurveyMonkey
Google Analytics, Google Trends, Alexa, Technorati, Mention
Concentric Content Marketing - Content Boot Camp 17
Research Practice
✓ Select an audience group ✓ Research 3 topics✓ Select 1 topic✓ Determine preferred format & platform
Research
Concentric Content Marketing - Content Boot Camp 19
Content Process
CreationDistribution
Research
Ideation
ContentProcess
Measurement
Concentric Content Marketing - Content Boot Camp 20
IdeationTurning Research Into Content
Keynote Template
Concentric Content Marketing - Content Boot Camp 22
Ideation - Keyword Tools
• Wordtracker• Google Adwords
Keyword Planner• Google Trends• Moz Pro
Keyword Tools:Step 1
HeadlineKeyword Calendar
Concentric Content Marketing - Content Boot Camp 24
Ideation
Step 2Brainstorm through headlines:
• RSS feeds• Social feeds• Title generatorsHeadlineKeyword Calendar
What grabs your attention?
Concentric Content Marketing - Content Boot Camp 26
Ideation - Tools
• Portent: http://www.portent.com/tools/title-maker• Inbound Now: http://www.inboundnow.com/apps/kill-writers-
block/• Hubspot: http://www.hubspot.com/blog-topic-generator• Headline Wizard: http://www.internetmarketingcourse.com/
freeheadlinegenerator/
Concentric Content Marketing - Content Boot Camp 27
Ideation
Step 3• CoSchedule• Google Docs• Excel• Wordpress Editorial
Calendar
Editorial Calendar:
HeadlineKeyword Calendar
Concentric Content Marketing - Content Boot Camp 29
Ideation Practice
✓ Using topic from Research phase, select 3 target keywords
✓ Create 3 headlines
✓ Add to editorial calendar
Editorial Calendar
Concentric Content Marketing - Content Boot Camp 31
Content Process
CreationDistribution
Research
Ideation
ContentProcess
Measurement
Concentric Content Marketing - Content Boot Camp 34
Creation - Storytelling
• What point are we trying to make?
• What problem are we solving?
MessageStep 1
DataMessage Restate
Concentric Content Marketing - Content Boot Camp 35
Creation - Storytelling
• Examples• Data to support our
statements.
DataStep 2
DataMessage Restate
Concentric Content Marketing - Content Boot Camp 36
Creation - Storytelling
RestateStep 3
DataMessage Restate
• Wrap up your content• Drive towards a call to
action.
Concentric Content Marketing - Content Boot Camp 37
Creation
• Paragraph 1 - point 1• Paragraph 2 - point 2• Paragraph 3 - point 3
Intro Paragraph
Body
Conclusion
• Thesis with 3 supporting points.
• Restate thesis, summary of 3 points.
Concentric Content Marketing - Content Boot Camp 38
Creation Practice
✓ What is the message/thesis of your content?
✓ Find at least 1 example or supporting data point for your thesis.
Create Content Outline
Concentric Content Marketing - Content Boot Camp 41
Ongoing Research
Who…is your audience?…do they listen to?
What
When
Where
Why
How
…are they talking about?…challenges are they facing?
…are they talking?…are they asking for help?
…are they talking?
…are they talking about these topics?…are they using these platforms?
…are they consuming content? Format?…are they using these platforms?…are they getting their information/data?
SB owners, CEOs,Paperless Experts
Going paperless, environmentBest price, managing supplies
Text, video, imagesAsk questions, start convosGoogle! Lots of research
Industry sites & events, social media
Early morning, Beginning & end of the year
Meeting demands of their rolePlatforms have trusted experts
Concentric Content Marketing - Content Boot Camp 44
Creation - SEO
Example keyword string: paperless office
1.Headline2.Subheadline3.Body4.Snippet/description5.Image description
Keyword should be included in:
Concentric Content Marketing - Content Boot Camp 46
Creation - Tools
Graphics:• Canva.com• visual.ly• Infogr.am
Templates:• Envato Market• Hubspot
Concentric Content Marketing - Content Boot Camp 47
Creation Practice
✓ Find a content optimization tool that will make sure your content is optimized for your distribution platform & format.
Example: Use Google to search “Optimize articles for LinkedIn”
Content Optimization
Concentric Content Marketing - Content Boot Camp 49
Content Process
CreationDistribution
Research
Ideation
ContentProcess
Measurement
Concentric Content Marketing - Content Boot Camp 50
DistributionGetting your content in front of your audience
Keynote Template
Concentric Content Marketing - Content Boot Camp 51
Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy
Concentric Content Marketing - Content Boot Camp 52
Ongoing Research
Who …is your audience?…do they listen to?
What
When
Where
Why
How
…are they talking about?…challenges are they facing?
…are they talking?…are they asking for help?
…are they talking?
…are they talking about these topics?…are they using these platforms?
…are they consuming content? What format?…are they using these platforms?…are they getting their information/data?
Concentric Content Marketing - Content Boot Camp 53
Distribution - When
https://blog.kissmetrics.com
/science-of-social-timing-1/
Concentric Content Marketing - Content Boot Camp 55
Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy
Concentric Content Marketing - Content Boot Camp 56
Distribution - Writing
• Be actionable• State a benefit & generate curiosity• Use target keywords• Be short & sweet
Your copy should:
Concentric Content Marketing - Content Boot Camp 57
Distribution - Ideal Post Length
https://blog.bufferapp.com/the-ideal-length-of-
everything-online-according-to-science
Concentric Content Marketing - Content Boot Camp 58
Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy
Concentric Content Marketing - Content Boot Camp 59
Distribution - Automation Debate
http://blog.capterra.com/
30-marketing-automation-stats-2014/
Concentric Content Marketing - Content Boot Camp 62
Distribution Practice
✓ Select a distribution channel from your research
✓ Write distribution post copy for your content
✓ Determine WHEN you will publish that post
Write one post for publication
Concentric Content Marketing - Content Boot Camp 64
Content Process
CreationDistribution
Research
Ideation
ContentProcess
Measurement
Concentric Content Marketing - Content Boot Camp 65
MeasurementDetermining Progress
Keynote Template
Concentric Content Marketing - Content Boot Camp 66
Measurement
ValidateAnalyze Refine
Review data
Validate or reject
Adjust hypotheses
Concentric Content Marketing - Content Boot Camp 67
Setting Goals
What are your content marketing goals?How will you measure them?
• Traffic/conversions• Sales• Newsletter signups
Concentric Content Marketing - Content Boot Camp 68
Measurement - Analyze
Are we moving towards our goal?
Can we get there faster?
What is next?
Concentric Content Marketing - Content Boot Camp 69
Measurement
ValidateAnalyze Refine
Validate or reject
Concentric Content Marketing - Content Boot Camp 70
Initial Research
SB owners, CEOs,Paperless Experts
Going paperless, environmentBest price, managing supplies
Text, video, imagesAsk questions, start convosGoogle! Lots of research
Who…is your audience?…do they listen to?
What
When
Where
Why
How
…are they talking about?…challenges are they facing?
…are they talking?…are they asking for help?
…are they talking?
…are they talking about these topics?…are they using these platforms?
…are they consuming content? Format?…are they using these platforms?…are they getting their information/data?
Industry sites & events, social media
Early morning, Beginning & end of the year
Meeting demands of their rolePlatforms have trusted experts
Concentric Content Marketing - Content Boot Camp 71
Measurement
ValidateAnalyze Refine
Adjust hypotheses
Concentric Content Marketing - Content Boot Camp 72
Initial Research
SB owners, CEOs,Paperless Experts
Going paperless, environmentBest price, managing supplies
Text, video, imagesAsk questions, start convosGoogle! Lots of research
Who…is your audience?…do they listen to?
What
When
Where
Why
How
…are they talking about?…challenges are they facing?
…are they talking?…are they asking for help?
…are they talking?
…are they talking about these topics?…are they using these platforms?
…are they consuming content? Format?…are they using these platforms?…are they getting their information/data?
Industry sites & events, social media
Early morning, Beginning & end of the year
Meeting demands of their rolePlatforms have trusted experts
Concentric Content Marketing - Content Boot Camp 74
Measurement - Tools
• Google Analytics• Raven • Crazy egg heat test• Hubspot report tool to check on competitors • Moz Pro• BuzzSumo
• Topsy• Mention• Social Mention
Social & Sentiment
Website/SEO
Concentric Content Marketing - Content Boot Camp 75
Measurement Practice
✓ Visit BuzzSumo.com
✓ Enter your site’s URL
✓ Determine best post on your site, and channels with highest number of social shares.
Find your best content
Concentric Content Marketing - Content Boot Camp 77
Content Process
CreationCreating content that fits your audience’s
preferred mediums and channels.
DistributionDistributing content through your audience’s preferred channels and listening to the response.
ResearchUnderstanding your audience, industry,
and culture.
IdeationTurning your research into content ideas
and next steps.
ContentProcess
MeasurementMeasuring and analyzing response to content. Adjusting content efforts as needed.
Concentric Content Marketing - Content Boot Camp 78
Contact us
ConcentricContent.com
@Cate
Keynote Template