This document outlines 10 techniques for improving content marketing in 2014 based on examples of engaging campaigns. The techniques include creating an integrated content hub to define your brand experience, developing marketing personas to understand your audiences, structuring evaluation of relevant content types, planning content on an editorial calendar with themes, curating and repurposing existing content, building mobile support, using paid distribution channels, scaling influencer and partner outreach, and evaluating effectiveness. The document provides examples and tools for implementing each technique.

1. Plan, manage, optimise!
Improving content marketing in 2014
Dave Chaffey
CEO and Publisher
SmartInsights.com Marketing Advice
Ten approaches to planning and managing content marketing
using examples of the most engaging campaigns

2. About Dave Chaffey
Content Marketing Toolkit
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About Dave Chaffey
A professional trainer in
E-marketing since 1997
Author of 5 bestselling
marketing books now in
their 4th and 5th edition
Manages
SmartInsights.com a
marketing advice site with
paid members in over 50
countries
Insights Director at
agency ClickThrough
Marketing
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3. How sophisticated is  VOTE!
your content marketing?
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4. Technique 1:
Create an INTEGRATED content hub
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5. 5

6. 6

7. 7

8. Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
Inc Social Media
OVP = Online Value Proposition
= Brand Adding Value to Audience
= Brand Positioning
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
MAKE YOUR SITES A DESTINATION
Hub defines your brand experience
http://bit.ly/smartovp
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9. Technique 2. Create marketing personas
Smart Insights: Customer Persona Toolkit
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10. Define the content sweet spot
AlfredJansen Communications
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11. Persona mental model
to content model mapping
What is this
thing?
• Is it a web
service?
• How
different
from
desktop
software?
What can I
do with it?
Do I need
this ?
• Anything
new?
• How does it
work?
• Why
upgrade?
• What can I
do that’s
new?
What else do
I need?
Convince
me!
• System
requirement
s
• Who is it
for?
• Who is
using it?
(People like
me?)
• Can I try it?
Reassure
me!
OK what’s it
gonna cost?
• Can I
revert?
• Are my
personal
details and
data safe
• How does it
compare?
• How can I
save?
• Do I pay
more for
subscription
?
• Product visuals
• Offers/deals
• Features and benefits list or matrix. FAQ. Compare?
• Demo / trial
• +System rqmts
• Bonus addons
For an Event:
• Demo or trial
Functional questions:
• What? Scope of event? Why is it better
than others?
• Case studies
• When? Date, registration
• How? Will I benefit – Value Proposition
• Testimonials
What’s next? How do I register?
• Value questions:
• Who? Who are the speakers?/Exhibitors
• How will this site/event help me with my career?
• How will this site/event help me with my job?
• Security info
• Guarantee
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12. Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires
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13. The problem with blogging…
You need “Cornerstone content” for SEO
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14. More what we’re
looking for!
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15. Criteria?

Rev/visit

Demand+ lead gen

Amplify

Brand fit

SEO

Longevity
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Authority and
Thought Leadership

Individual pain
points?

Repurposeability

Risk/reward
Technique 3. Structured evaluation of
relevant content
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16.  VOTE!
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17. 17

18. Supporting prospects on a journey
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19. Explainer videos: B2C and B2B
Animated Explainer videos
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20. or… Reasons to Care and Share
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21. Build in reasons to share + add
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22. 22

23. Technique 4. Theme
on editorial calendar
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24. Requires
annual/monthly/weekly/daily
editorial planning…
Smart Insights: Editorial calendar spreadsheet
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25. Technique: Create themed campaigns
You're a secret agent on a mission and you're
having a rendezvous with your agency contact after
pulling a dangerous undercover operation.
You now have a coveted secret. A content
marketing secret.
What secret for achieving success with content
marketing will you share? The content marketing
world depends on it!
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26. 1. Created Demand
2. Dominated SERPs
3. Event Awareness
4. Registrations, Sessions
43k ebook views - 6 days
1k+ PDF downloads
5k views interviews
500+ social shares
100+ inbound links
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27. Example: Discover – Consume - Act
Social Networks
PDF
Direct social messages
Slideshare
Email
Long form interviews
Blog
Single images
Search
All Content & Promotions Consider:



Contribute
Download
Subscribe
Share
Attend Conference
“Findability”
“Engagement”
“Shareability”
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28. One Clever Question
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29. Technique 5 Curate!
1. Infographics
2. Zeitgeist
3. News
4. Stats
5. Trends
6. Quotes
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30. Technique 6. Repurpose
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31. Technique 7. Build in mobile support
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
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32. Investment (resource needed)
Technique 8. Use Paid distribution
Tip: Review Display Network and
Remarketing options
AdWords
Generic
SEO
Generic
Facebook
custom audiences
Influencer
PR
FBX
Retargeting
LinkedIn
Promoted Posts
Media related
PR
Integrated
content
campaigns
Facebook
AdWords
Promoted Posts
Tail
AdWords
AdWords
PLA
Remarketing
SEO
AdWords
Social
Long Tail
Mobile
amplification
Blog
(Enhanced campaigns) marketing
Instagram
Sponsored
Tweets
Effectiveness (potential sales volume)
Example: Review effectiveness for your sector
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33. LinkedIn example
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35. Trend 9. Scaling influencer and
partner outreach – tools and process
http://bit.ly/smartoutreach
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36. Influencer outreach – key
questions…
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Do we invest enough time in this?
Who is responsible for this?
What is our process for influencer marketing?
How do we segment influencers?
How do contact priority influencers?
How do we measure success?
How do we scale this?
Tools to manage?
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37. Co-Created
Content - Lists
http://tprk.us/ukomblogs13
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38. Technique 10 : Evaluate and
Communicate effectiveness
Source: Michael Brenner
But revenue per visit missing!
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39. Tip – Use GWT to prove
SEO effectiveness
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41. Let’s Connect!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
 Blog
www.smartinsights.com/blog
www.facebook.com/davechaffey
 Feeds
www.feedburner.com/smartinsi
ghts
ww.twitter.com/DaveChaffey
 Email Newsletter
https://plus.google.com/u/0/10625135037962
www.smartinsights.com
2013691
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42. Content Marketing Toolkit
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