Content Strategy Tips For 2015

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<ul><li><p>Content Network</p><p>Content Strategy Tips &amp; Tricks </p><p>for 2015</p><p>Engage Better. Rank Higher.</p></li><li><p>Table of Contents Welcome.. 4 Content Marketing: How it is changing...... 5 What The Experts Say.. 9 Why Content Must Be Qualitative...... 10 Our unique Q.U.E.S.T. guide. 17 The Rise of Content Marketing.... 19 Rising Budgets and Spending......... 24 Strategy and Distribution......... 30 Measuring ROI of Content Marketing. 35 Social Media Platforms.......... 39 Going Mobile. 47 Help Is At Hand!................................................................................. 54 Content Network..... 55</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>- Jonathan Perelman of Buzzfeed</p><p>CONTENT IS KING BUT DISTRIBUTION IS QUEEN AND SHE WEARS THE PANTS </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>2014 has been an amazing year for ContentNetwork, not only have we over-achieved our objectives, weve more than doubled in size and 2015 is already shaping up to be another cracker!</p><p>Over the past few years weve gained invaluable experience helping brands big and small revolutionize how they source and publish engaging content to share with the audiences visiting their websites, blogs and social pages.</p><p>Welcome </p><p>This eBook is aimed to share some of the most valuable tips and tricks weve learnt along the way combining them with the latest industry statistics to help demonstrate exactly what this could mean for your business. </p><p>Just like search engine optimization, content marketing and the benefits it can deliver can be applied to any business serious about online marketing.</p><p>But dont just take our word for it, as youll see as you read on, these statistics all reinforce our belief that; </p><p>Charlie McGhee, CEO, ContentNetwork</p><p>The only content strategy that fails, is the one that stops!</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>This eBook highlights:exactly whats changed in the world of Content Marketing and which trends are driving online marketing forward in 2015, </p><p>Specifically well look at: How to create and implement a Content Marketing strategy The importance of tracking the effectiveness of that strategy How to measure your ROI for the greatest impact of your efforts </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>This ebook will also cover: What this all means for Content Marketing in 2015 How our QUEST guide helps clients keep quality consistent How content benefits B2C and B2C in different ways How to utilize a social media for content distribution The ever growing need to be mobile device compatible</p></li><li><p>Content Marketing is currently one of the most </p><p>important forms of marketing for B2C and B2B marketers, if not THE most important online marketing activity facingbusinesses today.</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Much has changed in the way that search engines, like Yahoo &amp; Google, favor sites and filter their audiences depending on a range of factors including: how recent content is how long content engages how quickly content disengages how often content is shared on social media how relevant content is to trending search terms </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Even the very definition of Content Marketing has changed significantly in the last year alone :</p><p>2013: The creation and distribution of educational or compelling content in multiple media formats to attract and or retain customers</p><p>2014: A strategic marketing approach focused on creating &amp; distributing valuable and consistent content to attract and retain a clearly defined audience and drive profitable customer action. </p><p>Source: Content Marketing Institute 2014 (0) 20 8133 5549ContentNetwork</p></li><li><p>whattheexpertssay</p><p>Creating Quality Content</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>You cant buy engagement, no matter how much media spend is behind it, that wont make it more engaging. </p><p>Content that has a spark, a bit of spending, especially in the right place, will always help fan the flames. </p><p>Adage So Now Youve Made Some Content Now What Do You Do With It By, Tim Peterson</p><p>John McCarus, DigitasLBi VP-Social Content Practice Lead</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Google is increasingly promoting criteria that cant be influenced by SEO. A paramount consideration is the quality of the visit: after a user enters a query and clicks on a link, do they remain on the site or return to Google? A simple way to maximize the quality of the visit is to have a wealth of engaging content on the site</p><p>Stephane Levy, Co-Founder of LABELIUM, who specialise in online marketing and whose clients include global brands like Carrefour, L'Oreal, LVMH &amp; Pierre &amp; Vacances</p><p>SEO Experts </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>"More and more, quality content is naturally rewarded. Creating rare and relevant information can be rewarded by Google without necessarily having to rely heavily on SEO techniques. It seems more important today to promote content that is qualitative both in its function as in its form.</p><p>Alberic Guigou, Co-Founder, REPUTATION SQUAD who specialize in Online Reputation Management and whose clients include global brands like Axa, Nestle, SEGA &amp; Western Union</p><p>Online PR Experts </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatwebelieve</p><p>Creating Quality Content</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Content Marketing is no longer only about </p><p>creating content to attract customers. Today, we now have the </p><p>tools, knowledge &amp; skills to utilize content marketing to turn customer </p><p>acquisition into profitable customer interactions. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatweadvise</p><p>Creating Quality Content</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Q.U.E.S.T. is a checklist ContentNetwork created to help ensure your content both improves engagement and search engine rankings. QUEST stands for content that is:</p><p>!Qualitative - well written and interesting storytelling!Unique Fresh data and exclusive insights!Engaging capturing audience attention longer!Sharable relevant, more likely to be shared!Trusted authoritative information from a reliable source</p><p>Creating good content is not only cost effective, with more companies utilizing content marketing, the need to grow your own social capital simply to compete, has never been greater. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatthestatssay</p><p>Creating Quality Content</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>70% of B2B marketers are creating more content than </p><p>they did one year ago. </p><p>72% of B2C marketers are creating more content than </p><p>they did a year ago. </p><p>Source: Content Marketing Institute 2014 (0) 20 8133 5549ContentNetwork</p></li><li><p>whatweadvise</p><p>Creating Quality Content</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>creating quality contentremains fundamentally important for </p><p>any business looking to successfully </p><p>attract, engage and retain online audiences and convert them into</p><p>LOYAL customers. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatistrending</p><p>The Rise of Content Marketing</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>( Where Is Content Marketing Going in 2015)</p><p>As you can see from Googles trend report reflecting the phrase Content Marketing, the figures show a steady increase, one that is growing clear into 2015. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>40% of Marketing budgets are going toward content marketing, according to a survey of 750 marketers and online publishers conducted earlier this year.</p><p>Not only are marketers focusing on content marketing but they are </p><p>increasing their budgets to do so more effectively. </p><p>Source: Outbrain 2014 (0) 20 8133 5549ContentNetwork</p></li><li><p>In the chart to the right you will see that </p><p>58% of B2B marketers plan to increase their Content Marketing budgets. </p><p>Only 1% of B2B marketers plan to decrease spending and only 8% are </p><p>unsure. Which means 90% of B2B marketers are continuing to put their capital in Content creation. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>60% of B2C marketers plan to increase the amount they are spending. Those marketers were asked to rank their own effectiveness.</p><p>69% of marketers who feel the least effective are increasing their spending and even</p><p>55% of the most effective are increasing spending</p><p>These increases prove that content marketing holds a strong and increasing appeal. </p><p>The proof is in the numbers. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatweadvise</p><p>Content Marketing Strategy</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>It is no longer enough to simply create content. </p><p>To compete today requires a clear and coherent Content Marketing Strategy.Creating such a strategy means deciding </p><p>which content will best combine what you want to say with what </p><p>audiences want to consume. (0) 20 8133 5549ContentNetwork</p></li><li><p>whatthestatssay</p><p>Content Marketing Strategy</p></li><li><p>35% of marketers say they have a content marketing strategy</p><p>48% say they do have a content marketing strategy but its not written down.</p><p>Content Institute: B2B research 2014/2015 (0) 20 8133 5549ContentNetwork</p></li><li><p>60% of marketers that do have a documented strategy rate themselves highly in effectiveness compared to 32% who only have a verbal strategy.</p><p>Starting with a verbal strategy is better than nothing, but statistics indicate a written one will be more effective.</p><p>Content Institute: B2B research 2014/2015 (0) 20 8133 5549ContentNetwork</p></li><li><p>Creating a strategy starts with defining </p><p>who youre creating content for and what type of content will be of most interest to them.</p><p>Setting goals help measure the effectiveness of such tactics. </p><p>Content Marketing Institute: 2014 (0) 20 8133 5549ContentNetwork</p></li><li><p>Tracking your goals and tactics will help you </p><p>identify where clients are responding and which methods are less effective. </p><p>Implementing calculated changes will help you meet your goals. </p><p>The top 3 initiatives for marketers:!Better conversion of visitors!More engaging higher quality content!Making themselves better storytellers</p><p>Content Marketing Institute: 2014 (0) 20 8133 5549ContentNetwork</p></li><li><p>whatweadvise</p><p>Content Marketing ROI</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>when it comes to measuring the overall</p><p>return on investmentthat Content Marketing offers there are a number of tools at your disposal.</p><p>Specifically, tools like </p><p>Google Analyticsenable websites to both monitorwhich pages are engaging visitors the best, and whichkeywords potential customers are searching on. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Failing to correctly or consistently use easily available analytical tools to </p><p>monitor engagement or enhance SEO not only puts your investment in </p><p>digital marketing at risk, it also leaves you wide open to attack from </p><p>competitors prepared to invest time and money in such activities.</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatthestatssay</p><p>Social Media Optimisation</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>SEM has become a very expensive endeavor, making Google more than $42 billion every year.Why did Facebooks Q1-Q2 profits jump by</p><p>60 percent?Because the associated costs of </p><p>distributing content are increasing and paid social is one of the best ways to do it. </p><p> Where is Content Marketing Going in 2015? (0) 20 8133 5549ContentNetwork</p></li><li><p>Unless youve been dominating your industry </p><p>in the past year, there are probably several </p><p>social media tools you havent </p><p>tried yet</p><p>Social Media platforms distribute content in different ways to different audiences. Audiences have therefore become </p><p>curators of their own consumption. </p><p> Where is Content Marketing Going in 2015? (0) 20 8133 5549ContentNetwork</p></li><li><p>whatwebelieve</p><p>Social Media Optimisation</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Despite there being an increasing amount of content on the internet, </p><p>most of it is bad. Social media has created a filtering system to help funnel content to the </p><p>right audiences. Today you need to discern which platforms your audience is using and what they are looking for. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatthestatssay</p><p>Social Media Optimisation</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>94% use LinkedIn to distribute content to a wider audience. </p><p>Pinterest quickly increases the visibility of your products, essential if you rely on ecommerce </p><p>Google rewards businesses that utilize Google+ which is why its usage is up from last year.</p><p>Source: Content Marketing Institute (0) 20 8133 5549ContentNetwork</p></li><li><p>Blog / social media posts greater than </p><p>1500 words on average receive: </p><p>68% more Tweets and 23% more Facebook likesthan a post that is under 1500 words. </p><p>Quicksprout Study 2014 (0) 20 8133 5549ContentNetwork</p></li><li><p>whatweadvise</p><p>Search Engine Optimisation</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>Web pages with 300 words or more rank higher than web pages with less .Pages with less than 300 words, not labeled as no follow can and probably </p><p>will have a negative impact on your ranking in organic search results. </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>.Going MobileEven after youve: - Increased Content Marketing spending - Documented it in a realistic strategy, - Utilize social media to distribute it</p><p>Failing to produce content suitable for </p><p>mobile devices means missing out on the fastest growing audience.</p><p>Can your business really afford not to think mobile in everything it does? </p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>whatthestatssay</p><p>Mobile Internet Usage</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>34% of mobile internet users go online mostly using their phonesin place of other devices such as a desktop or laptop computers</p><p>Not only is mobile usage growing but mobile spending is increasing rapidly.</p><p>Source: Pewinternets Mobile fact sheet. (0) 20 8133 5549ContentNetwork</p></li><li><p>In 2012, marketers spent $4.4 billion on mobile advertising in the U.S. </p><p>In 2013, that figure rose to $8.5 billion; A figure that, by 2017, is projected to quadruple to $31.1 billion </p><p> Source: (CMO Council: 2014) (0) 20 8133 5549ContentNetwork</p></li><li><p>Thankfully, developments such as:</p><p> HTML 5 Drupal Wordpresshelp by making it much </p><p>easier and affordable to update your websites Content Management System to be mobile compatible.</p><p> (0) 20 8133 5549ContentNetwork</p></li><li><p>More B2B marketers say they are challenged with finding trai...</p></li></ul>