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Content Marketing Framework

Hello my name’s Helene Hall and I’m from Melt Digital, we specialise in content marketing in its many forms.

This session is all about outlining a process for you to follow when you create your next content marketing strategy.

It touches on the motivation behind the content, the data and research that is required to form a comprehensive strategy, and the finally the components within a successful end to end strategy, the outreach and distribution of the content.

So briefly I want to talk about what is my motivation in life.

What are the core values that I hold?

Well, one of them is that I believe in making a positive impact or inspiring change.

Whether that is in myself such as keeping fit, or striving to improve myself or at work, through the way that I manage and conduct business.

So my motivation in life. Impacts ever area of my life, and what I will touch on today is how the motivation is key not just for me but for everyone.

My personal values are reflected in how I live my life and how I set goals for myself.

Different products or content related to fitness or self-improvement would appeal to me based on my motivation.

Bearing in mind my motivation, you can see the impact it has on my life, my work and where I choose to work……. Or choose to shop, to read, or to browse online.

Motivation and values seep into every area of our lives.

So it’s not surprising to see how Brand values impact how we interact with the brand or who we choose to purchase from.

Successful content often has a customer centric approach but it is teamed with some of these motivations or values.

  • Leading change
  • Common Truth
  • Self identification
  • Vision

So why is the Motivation behind the content important?

I’ve referred to the Triune Brain Theory which is a good way to understand what the various over-arching brain structures do. But there are other theories which update the finer detail of the theory.

So for this purpose I am keeping it very top level.

Originally stemming from the Triune brain theory proposed by Dr Paul MacLean 1960’s

The Triune Brain Theory is a good way to understand what the various over-arching brain structures ‘do’, but the detail has been much improved over the year so I am not referring to the detail of the theory.

Largely agreed upon by those who study neuroscience.

The current trends in understanding neurocognitive function are still theories and often share the same themes.

The cortex brain is in charge of our analytical thinking, planning, calculating etc.

Our limbic brain is our emotional centre and is our powerful unconscious motivator.

The Reptilian brain regulates all of our body’s vital functions without us even thinking about it.

If we were creating content to talk to our Cortex brain.  It would likely be a list of feature and benefits, it would be flat in emotion and therefore could belong to any brand or company.

When you are talking to the limbic brain you are in the emotional centre.  Pulling on the heart strings or making gut decisions.

Involving the limbic brain, focuses on increasing “engagement”, shareability, brand affinity

So what can you do to involve the limbic brain?

  • Create content that triggers an emotional response
  • Drive your content from the motivation behind it and speak to those who share the same values as you do

In creating a content strategy. There are so many things to consider.

Getting the right audience, using the right channel, with the right method, or tools.

And it can all go wrong with the added pressure of deadlines and urgency.

So before we get stuck into the content marketing framework, I thought it would be useful to point out the top 6 mistakes with content marketing.

So, there’s a minefield to navigate, from things to consider, include and or to check off your list.

We’ve created a framework that enables you to do just this.

There is a 5 stage process that is accompanied by a detailed checklist that you can use to prompt you to consider the required elements.

  1. The motivation behind the content
  2. Gathering the data, doing your research and analysis
  3. Compiling your strategy based upon the data and analysis
  4. Content creation – the 3 P’s Plan, Prepare and Publish.
  5. Outreach – from Influencers to Distribution of your content.

This is the detail.

The Content Marketing Framework and if you are luckily you will be able to get your hands on the physical CMF Wheel as we have Melt Digital guys and girls handing them out today.

The rest of this presentation takes you through the 5 step process and the Content Marketing Framework Wheel.

If you don’t manage to get your hands on a physical wheel today.  Visit us at www.meltdigital.com/CMF for a breakdown of the process and guides.

Motivation. Why is motivation so important?

Because, People don’t buy what you do they buy why you do it.

Successful content works not because of the Unique features and benefits, but because it triggers an emotional response

Whats interesting is watching this theory unfold in a recent experience of mine, and a great example of this working in a real life situation.

So when looking for a car I would typically think about my top three brands being BMW, Mercedez or Lexus.  Along comes the Volvo XC90 hybrid and it looks like a real contender however it’s a Volvo and not a brand I would have considered before.

So I’m on a test drive and the car is actually amazing. All the features and benefits are great, loads of additional extras and it looks amazing. But it wasn’t until the sales guy told me that “all cars are safe” but Volvo’s passenger chamber is built with the strongest steel, which is x 20 stronger than the next strongest steel.  He said that it is Volvo’s vision that by 2020 no one should be killed or seriously injured in a new Volvo car. And he told me of a customer of his that was driving down the motorway at 80mph, and drove head on into the motorway bridge with all of his family and children in the car.  The Car was completely totalled.  But his family were unhurt, and that’s why that customer will only drive a Volvo.

It was at that point when I felt, Volvo actually care about us and BMW only want my money!

It was Volvo’s motivation that moved me and changed my Brand affinity.

Now we understand why Motivation should be before the how and What.

  1. The motivation behind the content
  2. Gathering the data, doing your research and analysis
  3. Compiling your strategy based upon the data and analysis
  4. Content creation – the 3 P’s Plan, Prepare and Publish.
  5. Outreach – from Influencers to Distribution of your content.

Get ready with your camera’s for some screen shots.

All slides and additional worksheets / processes can be downloaded  by visiting: www.meltdigital.com/CMF

Research and Data Analysis is a key step which informs the whole process.

Its this step where you gather your customer insights,  find their needs and pains, their queries and where they are.

  • Find their pain points and solutions.
  • What queries and search terms do they perform & where are they online?

Target Audience

Keyword research

Customer Persona

Community

Social sentiment

This is where you Analyse the data

  • Looking for opportunities
  • Hot Topics
  • What is the competition doing, where are there gaps

Competition

Opportunity and Gaps

Topics

Search Volume

Benchmark

Its at this stage that you take your research and analysis and form it into the right strategy.

Looking at the channels and the different touch points for a customer

What types of content will work well for the audience and the channel

Who are the influencers in your niche

Who can you work with to increase your reach?

Very important at this stage is the KPI’s, what you will target and how you will measure success.

  • What does a good ROI look like
  • Success how will you measure it and what does it look like?

Here’s a handy tip really quickly going to fly through how we do this internally!

This is the standard user journey

Awareness, Consideration, Purchase, Service and Loyalty

And the different user touch points to the relevant channels for that stage of the journey

For example awareness – PPC,

Reviews – consideration and so on.

So we take the data (from the research stage) and we look for themes within the data

We then apply it to the user journey looking at what stage we would be focusing on and whether those are the right KPI’s and goals for the strategy.

We then define the themes further with the data… breaking down the opportunity looking for the specific customers and the content that would be most suitable for the target audience.

Finally we take the theme and we overlay it with opportunities across multiple channels based on the suitability of the theme and content type.

For example if we identified a theme that involved answering questions on a particular topic and we chose to do so in both video and text form.  That could add value on site as an FAQ and benefit SEO. And gain social shares if we creatively answered questions on video.

Now back to the content marketing framework, just where we left off.

I hope that was useful!

Content Creation

This step has a variety of different options depending on the type of content or media.

It has 3 stages, Plan, Prepare and Publish.

In Planning – This is where we break those elements into Themes to define and scope further:

Content type, Native advertising, Channel support, Influencers, Distribution

And with Outreach and Influencers

You can look for valuable contributors who could help with the creation and ambassadors to further support the content once we release it.

Prepare – some of these steps depend on the type of content and may or may not be required.

Topical Hook, Style tone of voice and further research into the specifics of the content to be created.

The value proposition is very important to the customer – this is what are you giving back.

And ROI or the Call To Action – what is going to lead the customer back to your site, to convert or to provide you a ROI.

Publish – Who are you going to work with, where and when?

Outreach & Distribution

So in this stage, whether it is Outreach or Distribution or both it depends on the campaign strategy.

Within Outreach you have both Niche and Mainstream.  So publishers, Influencers and Brand Ambassadors for your Niche Topic and the same for the mainstream general content.

Distribution – this spans both organic promotion and paid promotion

Focusing on this step is very important to get the most out of the content, but if you have done the Outreach stage correctly it is less a crucial and budget thirsty.

  1. The motivation behind the content
  2. Gathering the data, doing your research and analysis
  3. Compiling your strategy based upon the data and analysis
  4. Content creation – the 3 P’s Plan, Prepare and Publish.
  5. Outreach – from Influencers to Distribution of your content.

By following the Content Marketing Framework

You ensure you have Motivation at the centre

You know who you are targeting and why, when and where

And you are able to get the most out of the content you create by involving influencers into your content and providing the opportunity for viral success.

It’s a simple 5 step process.

But its backed up by the detail in the CMF Wheel

For more information visits www.meltdigital.com/cmf

So briefly I want to talk about what is my motivation in life.

What are the core values that I hold?

Well, one of them is that I believe in making a positive impact or inspiring change.

Whether that is in myself such as keeping fit, or striving to improve myself or at work, through the way that I manage and conduct business.

I hope that I have been able to give you a clear route to follow with a few take away thoughts to consider the next time you create your content strategy.