Developing a marketing communications plan,create videos online templates joomla,free mp4 video compressor for mac,music software affiliate programs australia - Tips For You

13.12.2013
It never ceases to amaze us how many brands will call and want us to help with their digital footprint and when we ask them to send over their plan we hear…silence.
As an example, let's say one of your target audience types is a 18-21 year old male who likes emo music, skateboarding and high-end electronics. Act as a guide throughout the process of developing marketing communications programs, cross mediums (print, digital, outdoor, TV, etc.). Keeps designers, copywriters, programmers on track and avoids waste by remaining focused on the customer. Personas are often used up front in the marketing strategy process and don't carry through the process.
I found this great model on Idris Mootee's site in a post where he compared the problems that MBAs and MFAs have in the workplace.
Methods used: The narrative scenario - using personas descriptions and situations to form scenarios. Documents produced: A person responsible for the persona input from everybody who meet the users. If you liked this post, you can subscribe to the RSS feed or sign up to get updates FREE by email.
This is my personal blog and the thoughts and opinions expressed here are his and do not necessarily represent the views of my employer or its clients. Now, the challenge is to develop a target-aimed strategy keeping all the important factors in mind. Most of the time I am writing for the linkbird blog on which we tackle topics like SEO, Content Marketing and Online PR.
Secondly, Ia€™ve checked the visitor numbers for articles wea€™ve published on the topic to decide for our absolute traffic share. Combining the evidence of these two graphs I can now derive recommended actions for sustainably optimizing my content portfolio and in consequence my traffic numbers. While the topics a€?keyword researcha€? and a€?traffica€? pretty much keep their positions in both matrices, a€?storytellinga€? moves from Question Mark to Star and a€?white hat SEOa€? makes its way from Cash Cow to Poor Dog.
The BCG Matrix can be easily applied to Content Marketing and is a good indicator for your contenta€™s traffic potential in the long run.
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For best results driving marketing ROI, integrate proven technologies / tactics with new social media techniques.


If you're not familiar with the term, personas are representations of your target audience based on research and interviews. Some persona programs give people names so you can refer to them and see them in a physical representation. There are some old but gold tools for strategy development that can be easily applied to content marketing, too.
Both axes are cut off in the middle creating four fields representing different strategic business units. Theya€™ve just entered the market and still need to position themselves against competitors.
In order to create a matrix for your content marketing topics I suggest comparing traffic numbers since the necessary data is easy to access. So Ia€™ve looked at relevant search terms such as a€?storytellinga€?, a€?keyword researcha€?, a€?white hat SEOa€?, and a€?on page SEOa€? at two different points in time a€“ in December 2014 and in November 2015.
Since competitorsa€™ traffic data is hard to get Ia€™ve calculated the relative traffic share dividing the absolute traffic share by the search volume from November 2015 as the highest possible traffic potential. While the relative traffic share in comparison to the overall traffic growth rate visualizes how our content is positioned on a micro level taking potential competition into account, the absolute traffic share compared to the overall traffic growth rate reflects how our topics are positioned on a company level without considering the absolute traffic potential in the market. These movements are in line with the topic lifecycle depicted by the BCG Matrix according to which content starts off as a Question Mark and finally ends up as a Poor Dog.
Traffic growth rate is high and on an internal level it is one of the topics driving most traffic to our blog. Looking at the topic from an internal perspective however shows that the topic doesna€™t bring any considerable traffic in comparison to the big traffic drivers a€?keyword researcha€? and a€?storytelling.a€? We can thus simply leave this content asset as it is without putting too much effort into it. Due to its rather low traffic growth rate and its very small traffic share we now need to evaluate if it makes sense to invest into pushing this topic any further or if we should let it go. It visualizes a topica€™s lifecycle from beginning to end and thus derives corresponding content strategies. But, adjusting demand generation and maturation to the stage of the product in its market is critical to effective utilization of resources. We will work with your team to train them on how to develop a digital marketing plan that they can implement. The agency Organic creates persona rooms where their people live so the project team can become fully immersed. Well, first of all if you dona€™t set goals youa€™ll never know how to measure your success. In this article Ia€™ll show you how to use a classic such as the Boston Consulting Group (BCG) Matrix for developing your own custom-tailored content marketing strategy for long-term success. Since the fields also depict the common product lifecycle going from Question Mark to Poor Dog, corresponding investment strategies can be derived from a producta€™s position in the matrix.


Googlea€™s Keyword Planer, for instance, shows you the development of search volume for a specific term over time. We should thus invest in the content assets we have for this topic pushing them further and strengthening our expert position in the area. However, in comparison to the absolute traffic potential this theme has in the market it becomes clear that therea€™s still room for improvement. Since a€?on page SEO,a€? due to latest developments in the SEO industry, has been largely replaced by a€?content marketinga€? and a€?user experiencea€? it seems reasonable to move away from the topic a€?on page SEOa€? and instead take a new and different approach to related topics. You can use the tool as an internal traffic radar on which you can base your strategic content marketing decisions. Emotions and attitude towards technology, the company (sender) or the information that they need.
However, a strategic roadmap not only clarifies goals but also defines actions that will get you there. They are promising business assets of a company as theya€™re normally in a period of rapid growth. This way we can perfectly leverage the topica€™s high traffic potential while extending our traffic share even further.
We thus need to invest time and resources into distributing this content asset and making it Star content not only on company level but in comparison to potential competitors too. This means creating new content assets for other keywords whose development you can then again evaluate with help of the BCG Content Matrix over time.
So stay tuned and let me know in the comments below which strategy tools you use for your content marketing or which ones youa€™d like to learn more about. Having a strategy thus is important to ensure sustainable and healthy growth for your business. Cash Cows on the other hand need to be milked as long as possible before they get to the end of their saturation phase and become a Poor Dog. Poor Dogs are those products that depending on their criticality either need to be revived or taken off the portfolio. We will provide a sample of the following areas and discuss how to create these for your brand.



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