Content marketing is a necessary tactic in your digital marketing strategy, but many organisations fail to get an ROI on their efforts. I have developed my own 11-step formula to get amazing results.

1. Create Digital Content with Confidence

3. “Content is the fuel that ignites your
digital marketing efforts. So write with love
and your community will thank you for it!”

4. Digital
Goal-Setting

5. “How do you know if your content is
working, if you don’t have goals to
benchmark against?”
“What are your digital content strategy goals?
Are you clear on what you want to achieve?
If not, don’t write or publish a single word.”
I want to be known as the go-to expert for digital
transformation for communications professionals.”

6. What are the objectives of your digital content?
• Brand awareness
• Brand positioning
• Competitive advantage
• Attract a new audience (not currently served by your on-air content)
• Lead generation i.e. email addresses
• Conversions i.e. app downloads, sign-ups, subscribers, downloads, registrations,
entries, listens
• Social reach and engagement
• Increase on-air listenership
• Increase web traffic
• Increase online community
• Generate leads/sales for advertisers
• Other?

7. Digital Content
Strategy

8. The Content Strategy Process

9. JSB’s Digital Content Recipe

10. What’s in Your 2018 Digital Content Strategy?
Programming Schedule (Social & Live Video, Social Channels, Blogging,
Podcasting, E-zines, Added Value Freebie e.g. eBook, Infographic,
Checklist, Webinar)
Automation (Chatbots, Sales Funnel, Email Marketing, Social)
Ephemeral Content (Stories)
News-jacking (Snapchat and Instagram)
Influencer Marketing / Collaborations

11. You Need a Digital Content Calendar!

12. JSB’s Digital Content Vault
Opinion
How To
Comparison
List
Expert view round-up
News-jacking
Resources
Profile
Reviews
Checklist

13. JSB’s Digital Content Vault
Interviews
Infographics
Exclusives
News
Event reporting / round-up
Roving reporter
Vox pops
Highlights
Take-aways
Niche

14. What Metrics Matter?
 Reach
 Engagement (comments, likes,
shares)
 Views
 Klout score
 Domain authority
 Page authority
 Fans
 Fan growth
 Email subscribers
 Podcast subscribers
 Podcast listens
 Social proof
 Web sessions
 Web page views
 App downloads
 Goals in Google Analytics i.e. sign-ups,
event registration, e-zine sign-up,
purchases
 Online advertising sales i.e.
sponsorship, native content, social
ads, comps, event reporting, reviews

15. Content Creation
is a
Team Effort

16. Digital
Marketing
Strategist
SEO
Executive
Web
Manager
Graphic
Design
Videography
Social Media
Marketing
Digital
Copywriter

17. Your Digital
Roadmap

18. Do you want access to JSB’s
digital content creation process?
• Audience segmentation: Planning content for my niche
• Micro-moments: Understanding my customer
• Keyword research: Producing data driven content
• Planning: My digital content calendar
• Long form content: Smart content production
• Bite-size content: Re-purposing for increased engagement
• On Trend: News-jacking tactics
• News junkie: Digital PR
• Own don’t rent: Building my digital audience
• Mobile-first mindset: Test on mobile always
• Optimisation: Search engine and social network friendly
• Social advertising: Testing and building audiences

19. Want to Develop your 2018 Digital Content Strategy?

20. Want to Develop your 2018 Digital Content Strategy?
• Live Workshop – 29th November, Dublin
http://digitaltraininginstitute.ie/creating-content-
with-confidence-workshop
• Online Workshop – from December 1st
http://digitaltraininginstitute.ie/creating-content-
with-confidence-online-workshop

21. Take-Away Resources
• JSB’s Checklists: My processes: repeat, repeat, perfect
 SEO checklist for blog posts
 Blog promotion checklist
 Social media optimised graphic checklist
 Live social video checklist
 Social advertising checklist
 Digital content calendar template
 How to edit shoot and edit videos on your smartphone (Samsung and
iPhone) tutorials
• Video Tutorials: Access to ‘how-to’ digital tool videos
• 30-minute Mentoring: Follow up with JSB (email, Skype, phone)

22. Want to Develop your 2018 Digital Content Strategy?
• Live Workshop – 29th November, Dublin | €360 + VAT
http://digitaltraininginstitute.ie/creating-content-
with-confidence-workshop
• Online Workshop – from 1st December | €240 + VAT
http://digitaltraininginstitute.ie/creating-content-
with-confidence-online-workshop

23. Thanks for joining me today!
Don’t be a social media stranger
Connect with JSB ⬇️