This document discusses content marketing and how to build an effective content marketing strategy. It emphasizes understanding both yourself and your target customers, including their needs and journey. It recommends acting as a sherpa to guide customers through their decision making process using a variety of content types and channels. The key is to evaluate whether your brand is a good match for potential customers and identify where your target audience spends time online in order to effectively reach them.

1. Your Content Marketing
How Do I Build this Thing?
Professor Joe Hines
Storyfinders digital
media
c: 714-872-0561

2. Content Marketing Bridges the Gap
Between You and Your Prospect

3. Know Yourself.
You’re On this Side of the Bridge.

4. Know Your Customer
Your Customer Is On this Side of the Bridge.

5. What It Looks Like On Their Side.
Sparks a “Need”
Shopping Behavior.
Exploring Options
Narrowing Process
Post Purchase
Process
Advocacy
Needs and Need States Customer Journey

6. You’re the Sherpa.
Lead Your Customer Up “Mount Decision”
#1 Goal: Don’t lose any along the way!

7. • Video
• Infographic
• PR
• White Papers
• How-To Blogs
• Landing Pages
• Social
• Comparison Tables
• Webinars
• Demos
• Case Studies
• Reviews’
• Email
• Blogs
• Social
C
Customer Ascension Model

8. How Do You Get on Her Radar?
• Evaluate first – is there a ‘match’?
• Know what she cares about and start there.
• Have a plan.
• Don’t rush things.
• Be consistent.
• Be true to your brand, and be sure your brand is true to you.
• 3 branding pillars.
• Keep it lively!
Variety
Be interesting
Be real
• Know where she ‘hangs out’. Be where she is.

9. Know Where She Hangs Out.

10. Know Where She Hangs Out
Social Media Channel
% of channel users in the demographic

11. Is this Your Scene?
Social Media Platform Who Should Be Here?
Everyone
Everyone
Lifestyle, food, fashion,
personalities and luxury brands
B2B businesses
Brands with video
content and ads