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Why Your Content Marketing
Initiatives are Failing
(and how to fix them)
ADRIA SARACINO
Adria Saracino
Head of Outreach, Distilled
adria.saracino@distilled.net
@adriasaracino
CONTENT MARKETING IS HARD
SO, HOW DO WE MAKE
IT EASIER?
@adriasaracinoAdria Saracino
DIVIDE AND CONQUER…
LONG TERM
MID TERM
SHORT TERM
TACTICAL STRATEGIC INTERNAL
1
SHORT TERM:
TACTICAL
THE ISSUE:
SUBPAR PROMOTION
WRONG AMOUNT OF PROMO
WRONG TYPE OF PROMOTION
@adriasaracinoAdria Saracino
1. Building and borrowing influence
2. Match promotion to the funnel
@adriasaracinoAdria Saracino
THE ISSUE…FIXED
Social
Outreach
Outreach
PR & Outreach
Advertising
Advertising
Advertising
Social
Email
Email
Advertising
Event
Event
Outreach
Email
Awareness
Trigger
Search
Consider
Buy
Stay
Awareness
Trigger
Search
Consider
Buy
Stay
Data viz
Free
eBooks
Free eBooks
Contests
eBooks - signup
Coupons
Forums
Blogposts
Charity
UGC
Blogposts
Coupons
News stories
Contests
Reviews
Blogposts
THE ISSUE:
INEFFECTIVE PITCHING
PITCH RESPONSE SIMULATION
Know what motivates gatekeepers:
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
MONEY AUTHENTICITY VISIBILITY
Further reading: How to Master Working with Bloggers
THE ISSUE:
INABILITY TO LET GO
YOU LOVE THE IDEA TOO MUCH
1. Don’t compromise for data
2. Have “checks and balances”
3. Consider testing
o Feedback Army or UserTesting.com
o Ask the gatekeepers
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
THE ISSUE:
CRAPPY CONTENT
@adriasaracinoAdria Saracino
CRAPPY EXECUTION
@adriasaracinoAdria Saracino
CRAPPY GOAL ALIGNMENT
@adriasaracinoAdria Saracino
CRAPPY IDEA
Discovery Channel SourceBetter Ideas
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
 Who?
 Why?
 Useful?
 Understandable?
 Tracking goals?
 Epic attributes?
The Epic Content Checklist:
2
MID TERM:
STRATEGIC
THE ISSUE:
UNSUITABLE GOALS
SHORT TERM (OR NO) GOALS
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Play the 5-Why’s Game
2. Visualize the goal cycle
3. Track & analyze (ongoing)
Awareness
Trigger
Search
Consider
Buy
Stay
@adriasaracinoAdria Saracino
LEAD GEN
RETENTION
SALES
CONSUMPTION
• LCV / RFM
• Churn %
• Retention %
• Repeat visits
• Net promoter
score
• Purchases
• LCV / RFM
• CPA
• Avg. $/user
• Latency
• Sign-ups
• Inquiries
• Downloads
• Referrals
• Assisted
leads
@adriasaracinoAdria Saracino
CONSUME LEAD
SELLRETAIN
• Mentions
• Shares
• Links
• Traffic
• Rankings
• Affinity
THE ISSUE:
INSUFFICIENT
RESEARCH & DATA
INSIGNIFICANT RESEARCH
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
Type of research to conduct:
1. Benchmark audit
2. Competitor research
3. [Online] market research
4. Customer research
THE ISSUE:
INCONSISTENCIES
CONFUSING USER EXPERIENCE
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Determine a brand message
2. Create editorial standards
3. Develop an editorial calendar
3
LONG TERM:
INTERNAL
THE ISSUE:
INEFFICIENT
WORKFLOW
CONFUSING WORKFLOW
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Identify internal stakeholders
2. Collaborate on a lean process
3. Create deadlines & governance
THE IDEAL WORKFLOW
IDEATION
PLAN
WRITE
EDITPUBLISH
PROMO
TRACK
WHO NEEDS TO BE
INVOLVED HERE?
WHO NEEDS TO BE
INVOLVED HERE?
(esp. for creative assets)
CAN YOU
INTEGRATE WITH
OTHER TEAMS?
HOW QUICKLY CAN
YOU GET HERE?
Publisher/Editor-in-
Chief
Managing Editor
Section Editor Section Editor
Writers Photo Editors
Photographers
Design Editors
Graphic
Designers
PUBLISHER GOVERNANCE
CCO / CMO /
Consultant
Content Owners
(Inbound, PR, Social)
PR Editor Inbound Editor
Writers Photo Editors
Photographers
Design Editors
Graphic
Designers
BRAND GOVERNANCE
THE ISSUE:
NO BUY-IN
NOBODY BELIEVES YOU
@adriasaracinoAdria Saracino
THE ISSUES…FIXED
1. Invite others into your process
2. Scratch their back
3. Provide ninja education
4. Let results do the talking
Further reading: How to Get Your Boss to Care about Content Marketing
TIMELINE FOR
CONTENT MARKETING
SUCCESS
@adriasaracinoAdria Saracino
DIVIDE AND CONQUER…
LONG TERM
MID TERM
SHORT TERM
TACTICAL STRATEGIC INTERNAL
Thanks.
Any questions?
ADRIA SARACINO
adria.saracino@distilled.net
@adriasaracino

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