Content Marketing Is Hot!
What Is It And Why Are Content Marketing Jobs Going To Be In High Demand.
Jeff Stanislow, Certified Digital Marketing Professional, CIM's CEO and host of the Jeff Stanislow Radio Show presents a webinar about Content Marketing - recorded on Wednesday, 3/25/20 @ 3:00 PM Eastern.
What Is Covered In The Presentation?
- What is Content Marketing?
- Why is Content Marketing Still King?
- Planning and Strategy for Content Marketing
- Best Practices
- Budgets
- Hot Jobs
- 2020 and Beyond…
This presentation was recently presented to USF's Digital Marketing Professional Program with over 100 attendees and was well received!
Who Should Attend?
- Professionals who maybe familiar with Content Marketing and want to learn more.
- Business owners who need to understand how Content Marketing works
- Digital Marketers or Marketers who maybe looking to expand their knowledge or pivot their career into Content Marketing
- Students who maybe considering a career in Digital Marketing
How Do I Listen In?
You can Catch the Recording here...
And download the presentation here...
Transcript is below as well.
Enjoy!
[00:00:00] Good afternoon. This is Jeff stanislow the chief at Chief Internet Marketer. Wanted to share with you a webinar on content marketing being still the king. I presented this to USF College of Business a couple weeks back and thought it was relevant to share with you guys as well. So no further Ado. I'm going to get started and kind of go over the agenda.
[00:00:35] But first a little bit about me, I've been doing this for about 20 years digital marketing starting off building website and have moved through most all facets of digital marketing from email to search to Social and many more and augmented reality and virtual reality or stuff that we're working on now, so I've owned an agency and I've done work for the Fortune 500 and even some unfortunate ones too, but I tend to work a small to medium-size businesses 3 million five million and up to about a hundred million dollars Penny there and their resources are available. I am a host of the business and marketing radio show on and 8:20 and 10:40. I serve on the board of the foundation for Advent health. I also am on the visery board for University of South, Florida, Florida State University and Hillsborough Community College.
[00:01:35] Where I help them with their digital marketing programming.
[00:01:41] So I already talked about content marketing why is content marketing still King planning and strategy for Content marketing best practices budgets and what's going to happen in 2020 and Beyond?
[00:01:55] Content marketing is going full circle content at the very beginning. It was considered King because that's all you had was content on a website. And so why Along came a company called Google that started taking this content and indexing it making it for easier for people to find and that changed everything so content to find a whole new meaning there's became content for search. You haven't ever going battle between white hat and black hat when it comes down to Content and search maybe some of you remember when people used to stuff keywords into web pages, you would see all these extra words at the bottom of the page is then then you can see em, but they were still there because they just figured out they would change the color to the same as the background while Google forwarded that and got rid of all those keyword stuffing and then you start
[00:02:55] Seeing a lot of the vanity websites come up. If you were real estate agent, you know in Orlando Kissimmee, Florida., those were loved for a while. But then again Google change that with an update in the change into a stalker of them. So you don't see those vanity URLs as much as you did today, which brings us kind of back to full circle is what is really relevant in content is good content that is actually talkin to the user who is seeking for that content also supported by relative graphics and supporting content such as images and references and Snippets and things of that nature. I'm also as we take a look at content today, the speed of content is becoming more important, so
[00:03:55] You're seeing less and less of your content being buried into larger images as because those take up a lot more bandwidth and Google speed and we'll talk about this further is becoming more and more important when it comes down to it. So again content is King today just as it was before and there's a whole strategy and we'll get into that about content marketing what it does and what we do know is that Google I will take a look at content and I will continue to change everything with new releases in August. And what's happening now is you're starting to see Google use artificial intelligence and machine learning in content marketing and looking through the parts of the web. That doesn't see Believe It or Not Google actually don't only indexes about 30% of the webs content at this point in time. So they're building these
[00:04:55] Artificial intelligence and machine machine learning algorithms to help its reach and getting that penetration further in up words to 75 to 100% of the content available to you online.
[00:05:11] What is content marketing content marketing as a strategic marketing approach focus on creating and distributing valuable relevant and consistent consistent content to attract and retain a clearly defined audience and ultimately to drive the profitable customer preferable customer action. This is brought to you by the content marketing Institute. You can take a look at that at the concept marketing Institute if you'd like as well, but for our purposes why is content is still King you'll see content is part about everything that we do. It's about 95% penetration social media. It makes a blog post and short articles. It makes up email newsletters in person event videos case studies infographics webinars white papers ebooks and guides content touches everything when it comes to web and
[00:06:11] digital marketing
[00:06:14] But why is it still King it promotes brand visibility and name recognition educates audiences supports lead generation. It increases search engine visibility establishes thought leadership develop relationships with audiences create loyalty and Trust opens a line of communication through social media and others and it provides value with no strings attached. + it moves customers through the sales process.
[00:06:48] Planning and strategy when it comes down to Content marketing is important. First of all I need is about be your team.
[00:06:56] Then you got to create a plan and then you got to get by in on your plan from the executives and other stakeholders. Then you got to put a Content development strategy together. You have to have a putting distribution strategy used to analyze the results if I optimize the campaigns and then you have to continue our efforts. So depending on the size of your company. It could be a one-man shop and developing your team is just you but if you're a large organization, you should take a look at developing your team from across functional disciplines within your company someone from marketing someone from sales someone from it someone from research and development may be someone at the executive level that could join and provide all this great information because research and development for example, maybe working on Innovation Innovation that you want to talk about and let other people's know.
[00:07:56] People know what you working on. It was coming down the pipeline that their customers can expect. So that's why it's important to have a cross-functional team for you.
[00:08:06] Content development process. Basically, it's 5 step program in you have to gather the information. We have to understand your audience. And I think this is one of the areas that a lot of small medium-sized businesses don't spend enough time on is understanding the audience. They think they know who they are, but you really need to build Persona is of your users Beyond just the normal demographics of an age are there Caucasian their age their location made household income. Those are basic demographic. You have to really start finding the person has an understanding the psyche and what motivates them to really understand how your content can actually move them Inspire them or get them to act then you have to write and create the content based on this persona.
[00:08:58] Then you have to distribute it in review and revise the content then you publish it and produce it. So these five steps are really important when it comes down. The other thing that you got to think about you is when you look at these content development process is where does it go? And how's it get distributed? Are you putting it on your blog you would write differently for your blog then you would write differently from my social post. You just have a lot more opportunity to explain what you're communicating in a blog that he doing a social. Please post. It needs to be more concise maybe more catching on quicker calls-to-action. So lots of different things that happened in regards to the concept development process now, I wanted to take a look at the types of content.
[00:09:45] You have what are types of owned media and media paid media? And then you have types of content that consists of Evergreen and topical so I'm not discussed on the media. So that is an asset of the company or yourself. It's controlled by you. You can change add delete modify this content. Something has your website would be considered considered an owned media assets or your social media channels or your blog whatever that U controllers consider consider owned media earned media is basically the opportunity to take this content and share it with others and have other influencers grab your content and put it out there for you. So it is earned media. So you take your content and you distribute it and then others take your content and move it forward creating.
[00:10:45] Spiral effect of earned media Mania paid meeting and paid me. There's where you're doing advertising and marketing an example of paid media is a social boost Ultra boost on my Facebook will allow you to take your content and then add on top of it a paid media service where you're targeting more people that fit your purse pain on your target audience with your message that should resonate well and the text content. They usually are used are evergreen content and topical Evergreen is long-lasting. You think they caught Evergreen because of evergreen trees they are around for a long time. So as your rights content, it could be something that is the fundamental principles of or the cornerstones of something that would last a long time that you could ride upon that if someone looked at the piece of content six months a year 2 years or
[00:11:45] Would get value from and these principles would remain the same topical are things that are more relevant than going on around you in closer time. It could be such as the a coronavirus which is going on now and maybe one of the reasons why you're listening this podcast in this webinar and Summoner, it could be related to some type of triggered event here in Tampa where I'm at. We recently signed Tom Brady the quarterback of the Buccaneers. And so there's a lot of topical things content that can be written about this particular trigger. It could be an event events are usually topical in in nature not long live. They don't have long Cycles on depending on what it is. It's like a could be a day or it could be a couple months or maybe a few months if you're planning on an event.
[00:12:48] Some of the best practices for Content marketing is again that I can't emphasize this enough the right message to the Right audience.
[00:12:58] Is so very important. If you don't get that mixed, correct, you can be spending a lot of wasted time energy and effort and money because this is not going to achieve the result that you desire use of variety of content format some channels. There are hundreds of distribution channels available to you. Some of the main ones are your website your blog if you're using a Blog your social media channels of which it seems like there's five or maybe to 10 core ones that impact your business. For example, some of you may use Pinterest and some of them some of you may not if you're a B2B manufacturer selling
[00:13:50] You know CNC machines Pinterest might not be the place for you. But if you are restaurant and you're preparing food recipes and things of that nature and you want to use pictures of your food pictures of the great place for you, I'm used to communicate the benefits and advantages of your product and or service using content marketing always remember that, you know, the benefits to the individual user or the group of people that you're targeting is most important to communicate you got to create the customer center content, you know, you have two rights that Persona and you have to have to engage them yet to dial into the what's in it for me or the wifm station and make sure that you're focused on resonating that content with something that resonates with them. So you should make sure that you're monitoring the competition you should
[00:14:50] Follow up people that are in your industry that are influencers or competitors that are talking about the similar things that you had talked about to get ideas to see how they're communicating what they're saying their engagement levels and and much of great information will be available by just monitoring your competitors or other influence that might be near Marketplace collaborate with all stakeholders, you know, you want to get information back from your customer use your customer data to make sure your Communications are resonate in your content is resonating you can do this with surveys. You can do this with phone interviews. You can do this, you know invite customers come in and join you on a webinar and talk to them about a piece of content that you want their feedback from you need to collaborate with Executives at your company to make sure the corporate messages is is spot-on. You may want to you know, I work with sales.
[00:15:50] Sure that you know if product is ready to be sold before you start talking about it research and development. I mentioned previously you also maybe your vendors maybe there's opportunities for you guys to work together in a collaborative sense to take your earned media and your own media and collaborate together and creating a louder voice. Like if you have a complimentary a product or a vendor that works with you collaborate with them always make sure that your content is fresh refresh it and repurpose it Evergreen content is great. You can go in there and make some updates and some changes to it. Maybe if a trend is being added to the core Foundation of an evergreen content piece. You can add that you can educate and demonstrate your Authority. This is one of the great things about content marketing and it allows you to really
[00:16:50] The Authority that people are looking for one of the things that you want to do is have your brand being an authoritative brand one that helped leads the industry defines the trends provides the direction of where people are going to go on that educates them out how to get there and the other thing is to create what we call a closed loop analysis with your content marketing from those channels that I mentioned previously as far as like the process to build content you're going to want to take it from the idea thought of and take it from your planting pots to the writing the execution of the distribution the analyst the analyzing of your content in your efforts. And then if you're doing any paid media, you're going to want to look at your return on internet spend or you know
[00:17:50] Turn on investment if you like and you want to look at what that cost you in total just because you spent five hundred bucks on promoting a campaign or $1,000 or $10,000 on promoting some type of campaign that you're working on. There could be twice as much time energy and effort creating the content for that that it you don't take into consideration free returns in your analysis in regards to what the work that you've provided has actually benefited you some budgets I put this together. So I just kind of get an idea what content marketing can cost small businesses. You can probably expect us to hire and spend $1,000 to $5,000 a month medium businesses content marketing to be five thousand to $20,000 a month in larger businesses near $20,000 upwards to six and seven figures per month just in time.
[00:18:50] If you look at an organization like Nike, I'm in their size 7 figure monthly budgets. I'm content marketing, you know, they have influencer campaigns with their paid media channels. They have incredible expenses when it comes comes down to imagery videos and putting that concept together. They have probably agency is an in-house marketers that work for them that are on salary or you know on a retainer basis to write the copy on to produce the box and then they take it and they have to use pretty much you knows many distribution channels is that they can to disseminate their campaign so you can see where larger businesses this is a significant investment.
[00:19:41] So I wanted to share that with you as well.
[00:19:47] So where is the future content marketing going? Well, it's going to continue to dominate because it's touches everything that we do one of the things that we understand. Is that content Marketing in digital marketing for that matter are going to demand more advanced skills. Just because you can write some copy doesn't make your content marketer. You know that Mike's you a copywriter content marketer is one that is a Billet has the ability to do all these things that we've talked about especially as you're getting in some more Technical and analytical side of things when we talked about the closed-loop analysis your skill-set as a Content marketer digital marketer is going to need to be able to move Beyond, you know, the production side of the content that sell to the analytic side and our return-on-investment side in the closed-loop analysis side of the coin.
[00:20:47] So you're going to continue to need to focus and build your skills more focused on the right message to the Right audience with things that you can do like Dynamic content building in email campaigns for that matter and paper pay per click ads and things of that nature all these all these messaging personalization and customization is going to continue to grow and continue to make it available. So you can build paragraphs on the fly in an in an email campaign based on triggers of what your audience has done. So your foot your message will be continued to be focused to the right message to the Right audience at the right times. Well channels will involve you can take a look at just a mom of social media channels that are available for you now compared to 5 years ago and
[00:21:46] Agnostic, look at emerging channels. Like Tik Tok. It's one of the fastest growing social media channels on the Internet. It's short form video social media campaigns, but right now it's skewing younger targeted audience, you know, probably 14 to 20 to 25, but as it evolved mature just like Snapchat is done and Instagram and others they're going to be adding more and more abilities for businesses to get engaged with that audience and then audience will then become more mainstream as far as their agent in common all the demographics that you want to Target.
[00:22:30] Artificial intelligence and machine learning will continue to make an impact as the learn more about what people want Google or a good examples. If you're running a Google ad you'll see that you get a lot of suggestions from Google optimize your campaign. Those are created by artificial intelligence and machine learning algorithms that look at your campaign and look at the audience that you're trying to reach and then it takes a look at its kind of inventory or its capabilities and it makes recommendations to you that you can accept or not accept. It's a beautiful thing the challenging part about this is if you just can if you're not a professional and don't understand it and you just continue to accept the recommendations except their recommendations, you can get into trouble because it can modify your campaign in this.
[00:23:30] That you originally started off with and now you have a complete different set of benchmarks that you're benchmarking your are a wise from and then if you do something and it gets really deep and you don't know how to undo it or make those changes if you get complicated as well. Another main thing that's coming down. The pipe is is augmented reality content becomes mainstream. You have to keep in mind that 5G is just right around the corner you're seeing ads for it. Now. It's not what I consider true 5G when they talk about what they're talking about. Now, you have to despair things going on. It's actually the data speeds required for 5G the distribution required for 5G and the equipment needs to be 5G compatible. But you three to five years out before your seeing true 5G where they have the
[00:24:30] Computers on top of buildings and your augmented reality experience where you're wearing glasses that can feed you real time information as you're walking down the street becomes some actual becomes relevant and that's going to build a whole new content marketing capability and opportunity. So but at the end of the day, what you need to do is you need to create a comprehensive digital strategy as I mentioned. I'm on The Advisory Group for USF digital marketing programming certifications. And you know, we looked at digital marketing in a digital air on you have a whole eCommerce data analytics and measurement aspect All Tied In by your digital strategy of which content marketing overlaps them all. So if you'd like to learn more or reach out to me
[00:25:30] Contact me about digital marketing concept marketing or anything else. Feel free to visit my website. It's www cheap internet marketer. My email is Jeff at Chief internet marketer. Calm and you can look look me up on LinkedIn just search Jeff stanislow on LinkedIn and send me. I'll be sure to accept you into my network. Thank you very much. This is just an Oslo the chief Pat cheap internet marketer, and I appreciate all attending today. Have a wonderful day.