how to create a financial content strategy that works
DESCRIPTION
Here are 11 tips for creating a successful financial content strategy that I presented at Content Marketing World 2013.TRANSCRIPT
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Developing a Financial Content Strategy that Works
Kevin CainDirector of Content Strategy, OpenView Venture Partners
@kevinrcain #cmworld
A Quick Introduction…
Managing Editor Director of Content Strategy
Lowly Minion
Writer/Editor
Senior Writer/Editor
Copyeditor
@kevinrcain #cmworld
A Quick Introduction…
Posts
3,000eBooks, Reports& Case Studies
50
Fans
20,000
Page Views
140,000
Views onYouTube
125,000
Subscribers
25,000
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Director of Content Strategy
Managing Editor Content Marketing Specialist
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What I’ve Learned (So Far)
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1. Get Sharply Focused
Make Your BestCurrent Customer
Your Target
Start withOne Segment
Look for YourBest Customer in
that Segment
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OpenView’s Target Segment OpenView’s Target Buyer
B2B software companies
At the expansion stage ($2 million to $20 million
in annual revenue)
Selling to North American customers
Founders / CEOs
Key board members and investors
Key management team members
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Unaware
Awar
e
Research PurchaseInterestLeveragePoint
LeveragePoint
1. Get Sharply Focused
Concerns
Motivations
Needs
Pain Points
Buyer Characteristics Buyer Journey
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2. Hire a Managing Editor
Excellent writer and editor
Project manager
Knows SEO
Online marketing experience
Social media enthusiast
Analytics guru
Strategist
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3. Build a Content Creation Community
InfluencersFreelancers Co-workersFans,
Followers &Subscribers
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3. Build a Content Creation Community
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3. Build a Content Creation Community
InfluencersFreelancers Co-workersFans,
Followers &Subscribers
@kevinrcain #cmworld
4. Create High-Impact Content
Reflects Your DeepUnderstandingof Your Buyers
OptimizedFor Search
DrivesConversions
PromotesEngagementAnd Virality
DemonstratesYour BrandAspirations
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Key Learning
What I think is great often fails, and what I think is just OK sometimes turns out to be great. Publish your content and then keep your eyes and ears open to see how the market responds!
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4. Create High-Impact Content
2,200votes
over
263Tweets
240Likes
18Comments
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5. Repurpose, Repackage, and Recycle
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5. Repurpose, Repackage, and Recycle
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6. Focus on Conversions
DownloadNow
SignUp
FreeTrial
Like
TweetThis
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http://openviewpartners.com/newsletter/
Sign Up for Our Newsletter
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7. Amplify Your Content Through Multiple Points of Contact
Website
Social Media
IndustryInfluencers
Partners forCo-Marketing
Paid Channels
Campaigns
RelationshipMarketingTexts, E-mails,
Calls, Etc.
E-newsletter
Content
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7. Amplify Your Content Through Multiple Points of Contact
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8. Establish a Content Rhythm
Daily
2-3 Blog Posts
1 Article
Weekly
3 Videos
1 Podcast
Quarterly
2 eBooks
5 Webinars2 Reports
1 Case Study 1 Infographic
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9. Institutionalize Your Content Marketing
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10. Measure What You Do
ContentDelivery
ContentCreation Impressions Conversions Web
Performance
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11. Hold Frequent Retrospectives
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To Recap…
1. Get Sharply Focused
2. Hire a Managing Editor
3. Build a Content Creation Community
4. Create High-Impact Content
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To Recap…
5. Repurpose, Repackage, and Recycle
6. Focus on Conversions
7. Amplify Your Content Through Multiple Points of Contact
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To Recap…
8. Develop a Content Rhythm
9. Institutionalize Your Content Marketing
10. Measure What You Do
11. Hold Frequent Retrospectives
@kevinrcain #cmworld
Check Out our New eBook About Content Marketing
www.contentfactoryebook.com
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Q & A