TACKLING CONTENT MARKETING ON A BUDGET

Based on an article that originally appeared on my site.

DEVELOPING A CONTENT STRATEGY

1. PERFORM A CONTENT AUDIT

80%5 POSTS OR LESS*Of company blogs have

According to a study by IBM

???YOU’VE FORGOTTEN ABOUT???

Does your company have a blog

According to a study by IBM

DOOMED TO REPEAT IT.

“Those who are unaware of history are

–GEORGE SANTAYANA“

2. CREATE A CONTENT DIVISION

Content creation should be it’s own

SEPARATE BUSINESS

Chief Editor

CMO

Internal Stakeholders

Creative Team Social Team

CONTENT DIVISION

3. SET STRATEGIC GOALS

CONTENT DOES NOT LEAD DIRECTLY TO SALES….

…SO YOU NEED TO GET CREATIVE WITH THE

GOALS YOU SET

Often the most neglected aspect of content marketing is what happens after the prospect finds and consumes your content.

In other words, how do you convert her into a lead or sale?

–Heidi Cohen CMO Actionable Marketing Guide

““

SET KPI’s TO MEASURE SUCCESS THROUGHOUT THE FUNNEL

4. MAKE A PLAN

56%DOCUMENTED PLAN*Of marketers don’t have a

According to a study by Kapost

IF YOU DON’T HAVE A PLAN, IT WON’T

GET DONE

MAP OUT A CLEAR EDITORIAL CALENDAR AND STICK WITH IT!

THEN CREATE A TIMELINE FOR

MEASURING PROGRESS

First 3 Months Build Out

Strategy + Team and the First

Month’s Content

First 6 Months Persistently

Measure KPIs and Evaluate and

Tweak Strategy.

After 12 Months Should Have

Tangible Success and Understanding of What Works and

What Doesn’t

CONTENT TIMELINE

CREATE HELPFUL CONTENT

1. HIRE A CHIEF OF CONTENT

Chief EditorInternal Stakeholders

Creative Team Social Team

CMOMost Im

portant Role

on the Conten

t Team

BECAUSE THEY’RE THE LIASON BETWEEN THE CONTENT DIVISON AND THE CMO

WHY SO IMPORTANT?

2. LEVERAGE EMPLOYEE EXPERTISE

POTENTIAL CONTENT CREATORS

ALL OF YOUR COMPANY’S EMPLOYEES ARE

A GREAT EDITOR CAN WORK WITH EMPLOYEES TO EXTRACT VALUABLE CORE INSIGHTS FROM ACROSS

YOUR ORGANIZATION

3. REPURPOSE LONGFORM CONTENT

ONCE YOU HAVE A CORE INSIGHT, YOU CAN USE IT TO CREATE MANY PIECES

OF CONTENT

CONTENT REPURPOSING

Core Insight

Longform Content

Blog Post

Email

DISTRIBUTE ACROSS CHANNELS

1. SET UP A DISTRIBUTION PLAN

DISTRIBUTIONIS THE KEY TO SCALING YOUR CONTENT MARKETING**Especially in the early phases.

SOCIAL MEDIAIS TAILOR-MADE FOR

DISTRIBUTING CONTENT

CHOOSE 2-3 CHANNELS

THEN COMMIT TO MAKING THEM GREAT

CHOOSE 2-3 CHANNELS

THEN COMMIT TO MAKING THEM GREAT

FOR HELP CHOOSING CHANNELS CHECK OUT THIS SLIDESHARE

2. DON’T BE OVERLY PROMOTIONAL

SHOUTING YOUR BRAND MESSAGE

DOESN’T WORK!

The only story that truly matters is the story that your delighted customers tell about your company – not the one you tell your

customer.–Bryan Eisenberg,

Cofounder & CMO of IdealSpot, and best-selling author of Buyer Legends: The Executive Storytellers Guide

“

TO AVOID BEING OVER-PROMOTIONAL FOLLOW NPR’S EXAMPLE

NPR PUTS OUT QUALITY CONTENT

EVERY DAY THEREBY EARNING THE RIGHT TO RUN THEIR

PLEDGE DRIVE ONCE OR TWICE A YEAR

EARN THE RIGHTYOU’VE GOT TO

TO PROMOTE

–GUY KAWASAKI

IN CONCLUSION…

BE STRATEGIC

BE CONSISTENT

BE GENEROUS

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THANKS FOR READING!KEEP IN TOUCH!