Managing Content Marketing for Successful Outcomes by Darren Woolley, TrinityP3

Presenter: Darren Woolley, Founder and Managing Director, TrinityP3
While most marketers intend to embrace the benefits of content marketing, many are struggling with issues including strategy development and integration, process management, and structure.
Much has been discussed regarding the need to think like a publisher, but in fact it requires a more fundamental approach to the development and implementation of a successful content marketing strategy.
In this presentation, Darren Woolley, founder and Managing Director of TrinityP3, will outline the issues and the requirements to set up a content marketing strategy for success.

TRANSCRIPT:

Darren: Alright, hopefully everyone feels well watered and fed, your blood sugars are returning to normal. What I'd like to do now is to actually talk about some practical considerations around content marketing. And I'm speaking from the point of view of not only someone that has assisted major marketers with a content strategy in implementation but also someone that's done it for themselves for their own business. So as I talk through, I'm taking you on a personal journey. But I'll also be expanding it so it includes the lessons that we've learnt working with some of the major advertisers in this country.

So TrinityP3's role is really to work with marketers to increase their efficiency and their effectiveness and one of the ways increasingly we're being asked to do that, is to help with the implementation of content marketing. Earlier today, it was pointed out that one of the problems is that people are, there was an article recently, Coca Cola have said engagement through their content marketing strategy is getting less than a 2% engagement measure. That doesn't mean you should turn away from content, in fact, just to recap some of the things Ed said, content marketing can improve search results. It can establish you as a leader in your category, a thought leader in your category. It can encourage customer engagement and increase leads and sales.

Now they are all important parts of most marketing strategies. In fact, a CEO I was speaking with this morning, he knew that I'd be talking today, he said, "you know Darren, we're a billion dollar company and I've said to our marketers time and again, if marketers don't get content and digital, then they don't get marketing anymore. And as far as I'm concerned, there's no place for them in this business". So at some level, the CEOs of major companies are starting to understand the role of content. But here's where it goes wrong. The very first thing you need to do is to develop a strategy and I'll put my hand up and say when I started writing a blog in 2006, I thought that's all I had to do is create content and somehow everyone would just come to it. But it wasn't until 2010, so for four years I was writing a blog almost every week for the business and yet in fact, Mike Morgan, stand up Mike. Mike Morgan here pointed out to me that, "do you know how many people come into the website, the TrinityP3 website? Three hundred people a month." So I was spending hours of hours of billable time writing a blog and I said, "well why is that? Everyone says it's good content." Well that was obviously the 300 people reading it.

First of all, I had no strategy. I was just doing. I was experimenting. Someone used that term earlier, experimenting. But I had no strategy. I had no way of, then I had nothing to measure this against. And the third thing that Mike pointed out is, no one knew it was there. No one could find it. So a lot of effort and I'm sure a lot of the marketers that talk to us about content have that same frustration in that you experiment, you do things. So what do you need? The first thing you need is, the question you have to ask yourself and that's what I'm going to do in the next 25 minutes, is take you through the questions that you have to answer before you even consider engaging in content and content marketing. So it is you know, what objectives are you wanting to achieve? What is it and I think Anton, you said, "what are the business objectives, what's the coms, the marketing objective, what's the coms objective?" What is it that you want to drive? In our personal case, we wanted awareness, engagement and then we wanted people to think of us as thought leaders in our particular category. That was our objective.

Again, switch audience. I mean, if you understand your audience, then content marketing is relatively easy because you understand what they want to engage in. But if you don't understand your audience, and look we could articulate an audience, we said, marketers that have, you know, how many marketers here? Put your hands up. We wanted to reach you, now how many people, take your hands down if you have more than enough budget.

Read more at http://www.trinityp3.com/2014/06/successfully-manage-content-marketing/

Тэги:

#Marketing_(Interest) #Content_Marketing_(Industry) #Managing_Content_Marketing #Content_Marketing_Strategy

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