content marketing strategy 2016 08-10

Content Marketing Building the Bridge to Success

Spread the Word:

What is Content Marketing?

Content marketing is a strategic marketing approach focused

on creating and distributing valuable, relevant, and

consistent content to attract and retain a clearly-defined

audience — and, ultimately, to drive profitable customer action.

http://contentmarketinginstitute.com/what-is-content-marketing/

Brand Purpose

What Customers

Want

Content Marketing happens…

http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them

Content

Marketing

4 Steps to a Content Strategy

1. Setting Objectives

2. Defining Buyers & Audience Needs

3. Execution & Amplification Plan

4. Measurement & Metrics

Setting Content Strategy Objectives 1

What is your Content Marketing Mission?

•Become a destination for [target audience] interested in [topics]. To help them [customer value]

• This will help us [content marketing goals]

http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20-Content_marketing_mission_statementBecome_a

Objectives

Why are you doing

this at all?

What might my content include?

Defining Buyers’ and Audience Needs 2

What are “Buyer Personas”

A Buyer Persona is fictional, generalized

character that encompasses the various

needs, goals, and observed behavior

patters among real and potential

customers.

What are “Buyer Personas”

• Demographics – M/F, Single/Married, age, religion

• Psychographics – attitudes, aspirations, habits, hobbies, values

• Market – Healthcare, Banking, Manufacturing

• Geography – local, regional, national, international

Inbound Methodology via Hubspot

What are “Buyer Personas”

Inbound Methodology via Hubspot

What does Audience Personas Development Determine?

• What kind of content to create

• What tone, style, and delivery strategies you need to develop

• What topics and targets should you focus on to help continually grow your business

• How your Content Strategy will evolve

So, what might your Buyer Look Like? Repeat Client

Challenges are easily identifiable

Know how they like to communicate

Can help them communite internally

Potential Client

Need to better understand mission & brand

May have in-town and out-of-town decision makers

Multiple Entities Involved

Millennials, Gen X, and Baby Boomers make up decision makers/influencers

Owner does not know your brand; ongoing relationship with architect; focusing on proposed team members

Research Audience Needs

What do your Audiences Need [Want] to Know?

• All Content should seek to Educate, Inform, or Entertain

• Consider where your audience will consume this content

• Detailed Case Studies for Projects like mine

• How to sell your solutions to internal stakeholders

Strangers

Visitors

Leads

Customers

Promoters

Quality Content around broader, shareable topics that

drive visibility and engagement. Blog Articles,

Infographics, Videos.

Content that is useful and timely. Niche topics, market

specific to your offering and solution. More detailed

features/benefits; assessment tools, process documents.

Combination of content to a more defined audience

specific to audience needs. White papers, detailed project

sheets, testimonials, Calls to Action.

Custom Content that answers buyer key concerns. FAQs,

Research Studies, Ebooks, Webinars, Exclusive

Events/Workshops.

Custom Content that reinforces buying decision.

Customer-Only Events/Workshops, Loyalty Programs,

Exclusive Client-Only Content (email), Case Studies.

Stages in the Buying Cycle

Execution & Amplification 3

Planning Templates

Excel Spreadsheet/Google Docs

Example - Content Planning

Amplification

How to Spread the Word?

• Email Blasts

• E-Newsletters

• Website Homepage/Blog/News

• Webinars

• (Organic) Social Media Posts

• Programmatic Marketing

• Digital Advertising

• On-Page/Off-Page SEO

• Employees’ Social

• Customers’ social

• Display ads

• Paid Social

• Guest Posts

• Paid Media

• Earned Media

• Offline Ads (Print)

Across all Social Media

Email Marketing

Through Your Website Blog

Compiled Digital Media Kit

Measurement & Metrics 4

Consumption Metrics

Sharing Metrics

Lead Generation

Metrics

Sales Metrics

http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/

Four Types of Content Metrics

http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/

Consumption MetricsHow many people viewed, downloaded or listened to this content?

Help you measure Brand Awareness and Website Traffic

• Page/Video Views

• Downloads

• Social Chatter

http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/

Sharing MetricsHow often is this content shared?

Help you measure Brand Awareness and Engagement

• Likes, Shares, +1s, Pins

• Forwards

http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/

Lead Gen MetricsHow often does content consumption result in a lead?

Help you measure Lead Generation, Lead Nurturing, and Engagement

• Form Completion and Downloads

• Email Subscriptions

• Blog Subscriptions

• Blog Comments

http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/

Sales MetricsDid we actually make any money because of this content?

How you measure customer acquisition and sales goals

• Online Sales

• Offline Sales

• Google Analytics

Summary

4 Steps to a Content Strategy

1. Setting Objectives

2. Defining Buyers & Audience Needs

3. Execution & Amplification Plan

4. Measurement & Metrics

Sources:

• http://contentmarketinginstitute.com/what-is-content-marketing/

• http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them

• 2015 B2B Content Marketing Trends – North America: Content Marketing Institute/Marketing Profs

• Curata.com

• Inbound Methodology via Hubspot

• http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/

Questions?