Making Your Funnel Work

Content Marketing
 Content Marketing

Content marketing
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 CONTENT MARKETING
▪ What is content marketing?
▪ Content marketing stats
▪ What content is your target audience looking for?
▪ What does content marketing?
▪ Content marketing KPI’s
▪ Types of content
▪ Content creation
▪ Content at different fases of the customer journey
▪ Content promotion / distribution
▪ PR / Free publicity
▪ Linkbuilding
▪ Impact traffic sources

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 WHAT IS CONTENT MARKETING?
Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience
— and, ultimately, to drive profitable customer action. (Content Marketing Institute)

▪ Strategic
▪ Creating and distributing
▪ Attract and retain
▪ Driving action

Also refferted to as ‘Inbound marketing’

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 CONTENT MARKETING STATS
▪ Semrush - content marketing stats, january 2020
▪ DemandGen - B2B buyers content preferences, 2018
▪ Content Marketing Institute - B2B Content marketing 2020
▪ ImpactInbound 2020 (some overlap with the ones above, but some other stats also)

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 WHAT IS YOUR TARGET AUDIENCE LOOKING FOR?
ACTIVELY PASSIVELY
▪ Google Analytics ▪ Similar audiences (Facebook/Google)
▪ Google Search Console ▪ Demographics / socials
▪ Competitor Analysis ▪ Marketresearch
▪ > website
▪ > SEO rankings
▪ > SEA rankings
▪ > social channels
▪ Buzzsumo
▪ Fanpagekarma or Cyfe.com

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 CONTENT MARKETING KPI’s
Quality of contentitem Quality of contentstrategy
▪ Bouncerate ▪ % returning visitors
▪ Shares / mentions on social media ▪ Increase in subscribers / followers
▪ Time on Site ▪ Inbound links
▪ Average position of website in SERP’s
Effectiveness
(conversion rates)
1. Sales
2. Leads
3. Subscribers
4. Followers/Fans

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 TYPES OF CONTENT
On Convinceandconvert.com there is a list of 105 content-types
https://www.convinceandconvert.com/content-marketing/content-to-fill-calendar/

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 CONTENT CREATION (DESKTOP)
▪ Adobe creative suite (Photoshop, Illustrator, Indesign)
▪ Canva (create image + stockphoto)
▪ Animoto (video)
▪ Screencast-O-Matic (screenrecording)
▪ Prezi (everzoom presentations)
▪ Visme (create image + stockphoto)
▪ Venngage (infographics)

→ On your smartphone there is a whole range of apps

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 CONTENT AT DIFFERENT FASES CUSTOMER JOURNEY

? No video here!

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 CONTENT PROMOTION + DISTRIBUTION
▪ Website / blog (SEO)
▪ Newsletter
▪ Press release (with research and news related items) $
▪ Social media channels (+ repeat)
▪ Facebook Ads $
▪ Instagram Ads $
▪ Linkedin Ads $
▪ Twitter Ads $
▪ Google search ads (SEA) $
▪ Google display (GDN) $
▪ Native advertising (Outbrain, Taboola) $
▪ Quora / Reddit $
▪ Forums / Slideshare / etc etc
▪ Guest posts (= (partially)rewrites)
▪ Influencer marketing $

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 PR / FREE PUBLICITY
Use press releases as often as you can. There is a list of over 70 reasons why you can
send a press release in the documentation.

For serieus news (or research) please use paid platforms. For example:
▪ PR Newswire
▪ Prweb
▪ Newswire

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 LINKBUILDING
Although linkbuilding is a topic for our SEO session, it has a lot of its roots here, at
content promotion:
• Mentions without link matter (citations)
• Social shares (correlation vs. Causation ~not a ranking factor, but proof of great
content)
• Better promotion = more chance to get linked to

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 REPURPOSE CONTENT
▪ Podcasts <-> Video
▪ Deep article (longform) <-> Short articles
▪ Webinars > Video tutorials
▪ Old blog posts > Guides
▪ Internal data > Case studies
▪ Powerpoint presentation > Slidedeck / Linkedin pdf upload
▪ Interviews > Expert advice Ebook
▪ Visual content > Pinterest Board / Linkedin pdf upload
▪ Quora Q&A > Blogarticle
▪ Slideshow > Infographic
▪ Statistics > Twitter Posts

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 IMPACT ON TRAFFIC SOURCES
Search Increase in impressions
Increase in rankings (=higher CTR)
Increase in CTR due to brand recognization
Increase in branded search impressions
Direct Increase in website visitors due to brand awareness
Social Increase in FFF (Friends, Fans, Followers)
Increase in engagement (=higher CTR)
Increase in content production
Conversion rates Increase from webvisitor to lead
Increase from webvisitor to microconversion
Increase from microconversion to lead
Increase from lead to First Sale
Increase from participant ot Repeat Sale
Micro-conversions Newsletter subscribers
FFF on social channels
Chat session

E-mail Increase in subscribers (due to more webtraffic)

Increase in open rate (due to brand recognization)
Increase in click rate (due to better/more content)

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 ROI CALCULATOR
Download ROI calculator here:
https://e-commercemanagers.com/content-marketing-roi-calculator/

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 THE END
▪ Next session about:
▪ 2b: Legal

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