CONTENT MARKETING STRATEGY

HOW TO EASILY CREATE A

10 Simple Questions to Answer

WHO ARE YOUR CUSTOMERS, CLIENTS, OR AUDIENCE?

• Identify and specifically describe the members of your audience.

WHO ARE YOUR CUSTOMERS, CLIENTS, OR AUDIENCE?

• She is a working mother who would like to feed her family a healthy meal three times a day.

• He is a first-generation Canadian, looking to pass the CMA exam, and become an accountant to support his family.

WHO ARE YOUR COMPETITORS?

• Who or what can take prospects away from a local gym?

• Competing gyms • Home workout systems • Laziness

WHAT SPACE DO YOU FILL IN THE MARKET?

•You know the shape of your market from identifying your customers and competitors. Where do you fit in?

•Your strategy will change over time, as you learn about your customers and competitors.

•What makes you unique?

WHAT IS BEING SAID?

•What are your customers saying over and over?

•What are their challenges and aspirations?

•ASK & LISTEN

WHAT IS THE PURPOSE OF YOUR CONTENT?

POSSIBLE ANSWERS:

•To drive sales

•Generate leads

•Increase organic search traffic

•All of the above

WHAT IS THE PURPOSE OF YOUR CONTENT?

HACK THE ENTREPRENEUR EXAMPLE:

•Writing an article for Entrepreneur.com drives people to my landing page.

•The landing page is specifically designed to convert those visitors into email subscribers.

•Email is designed to build relationship with readers, while educating them about my podcast and products.

HOW OFTEN WILL YOU PUBLISH NEW CONTENT?

•Good content takes time to produce.

•Be honest with yourself about how much you can commit to.

•The important thing is being consistent.

WHO WILL CREATE YOUR CONTENT?

•Is it you? •Should it be you? •Hire someone if you don’t believe you will create the necessary content consistently.

WHO IS RESPONSIBLE FOR THE RESULTS?

•If you are the content creator, it’s you.

•If you have a team, make each person responsible for some area of the content.

•Give measurable, achievable, specific goals — not ultimatums.

•Allow room for corrections and growth.

WHAT IS YOUR CORE STRATEGY FOR SUCCESS?

•State what you need to accomplish. •Determine the type of content that will help you achieve this goal.

•Create a plan to accomplish it.

WHAT IS YOUR CORE STRATEGY FOR SUCCESS?

GUIDELINES

•Aspirational - create a goal that gives you room to stretch, fail, get back up, and grow.

•Flexible - your core strategy should allow you to adjust as your environment changes around you, without a drastic pivot.

•Meaningful - make sure your core strategy aligns with your values, and that you can sustain it over the long term.

WHAT IS YOUR CORE STRATEGY FOR SUCCESS?

Example from Content Strategy for the Web,

by Kristina Halvorson:

Curate an entertaining, online reference guide that helps stressed-out law students become successful practicing lawyers.

NOW, IT’S YOUR TURN…