Creating A Content Marketing Strategy

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As vital cog to online marketing success, content marketing has seen a boom in recent years. Several trend studies have shown that up to 60% of marketers plan to increase their content marketing budget this year. But, as businesses increase their content budgets, we are beginning to see a lot of noise. It’s becoming more difficult to break through the static and reach potential customers.

Breaking through the noise is hard work. In this webinar, VP of Global Marketing at Textbroker, Jennifer Beaupre, will guide attendees through the steps they need to take to build a content marketing strategy that resonates with potential customers. The webinar will cover how to build customer personas, identify what content to develop, and how to expand the reach of your content.

What you will learn
This intermediate-to-advanced webinar will teach attendees:
The latest trends in content marketing
How to break through the noise and let your message be heard
Why your content should match buyer personas
What content resonates with potential customers
How to expand the reach of your content beyond your own network

Who should attend
Marketing directors, marketing VP's, copywriters, e-commerce websites, content managers, website owners, business owners, Textbroker authors, Textbroker clients, and anybody eager to learn more about content marketing.

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Creating A Content Marketing Strategy

  1. 1. Breaking through the noise to reach your audience http://www2.textbroker.com/home CONTENT MARKETING STRATEGY July 14, 2014 | 10am PDT textbroker.com PAGE 1 Jennifer Beaupre / Content Marketing Strategy
  2. 2. VP of Global Marketing Jennifer Beaupre jenbeaupre@textbroker.com PAGE 2 Jennifer Beaupre / Content Marketing Strategy
  3. 3. PAGE 3 AGENDA  The latest trends in content marketing  How to break through the noise and let your message be heard  Why your content should match buyer personas  What content resonates with potential customers  How to expand the reach of your content beyond your own network Jennifer Beaupre / Content Marketing Strategy
  4. 4. INTRODUCTION PAGE 4 Jennifer Beaupre / Content Marketing Strategy
  5. 5. LATEST TRENDS IN CONTENT MARKETING PAGE 5 Jennifer Beaupre / Content Marketing Strategy
  6. 6. PAGE 6 CONTENT MARKETING TRENDS What’s happening in 2014?  92% of marketers are using content marketing  58% of B2B & 60% of B2C marketers plan to boost budget  Content-specific jobs are being created  Internet sales are moving heavily towards mobile  Smart SEO strategies mean no more gaming the system  The competition for content quality has intensified Jennifer Beaupre / Content Marketing Strategy
  7. 7. PAGE 7 CONTENT MARKETING TRENDS What does this mean for brands?  Think like a journalist and stay on top of trends  Responsive mobile website is a must have  Content must stand out. Links will be earned  Highly targeted content is expected from web users  Brands must be storytellers and answer “why”? Jennifer Beaupre / Content Marketing Strategy
  8. 8. MATCHING CONTENT TO BUYER PERSONAS PAGE 8 Jennifer Beaupre / Content Marketing Strategy
  9. 9. PAGE 9 WHY PERSONALIZED CONTENT? Jennifer Beaupre / Content Marketing Strategy Because the web is personalized to you  Ads personalized to your history  Social media personalized to your likes and interest  Content personalized to your needs
  10. 10. PAGE 10 CONTENT FUNNEL Jennifer Beaupre / Content Marketing Strategy Education – Brand Awareness Qualification – Case Studies Purchase – Product Info 80% 15% 5%
  11. 11. WHAT CONTENT RESONATES WITH MY CUSTOMERS? PAGE 11 Jennifer Beaupre / Content Marketing Strategy
  12. 12. PAGE 12 Research & Testing BACK TO BASICS  Research keyword trends for your industry  Which blog posts have the most views and shares?  Popular topics at industry conferences  Social signals: what types of content are shared in your network?  Analytics: what content types are yielding the most clicks, impressions, views, and conversions? Jennifer Beaupre / Content Marketing Strategy
  13. 13. PAGE 13 Becoming the go-to resource NEW & SUBSTANTIAL  Stand out from the crowd by being the go-to resource  Build trust by staying up to date with industry news  Deep dives: put time and effort into your content  Be a storyteller  Test to see which content your audience likes best  Realize that you are the expert of your business Jennifer Beaupre / Content Marketing Strategy
  14. 14. PAGE 14 How does everything fit together? THE CONTENT PUZZLE  Create content on the same subject in various forms  Link pieces of content together  Repurpose content  Consistent content across all platforms Jennifer Beaupre / Content Marketing Strategy
  15. 15. EXPANDING YOUR CONTENT’S REACH PAGE 15 Jennifer Beaupre / Content Marketing Strategy
  16. 16. PAGE 16 CONTENT SEEDING  Spread your content across multiple networks  Influencer targeting  Groups & forums  Journalists  Recommendation + shares = viral content Jennifer Beaupre / Content Marketing Strategy
  17. 17. PAGE 17 EMAIL MARKETING  Content is great fodder for newsletters  Buyer persona-based content fits into lead nurturing  Collateral for sales people – conversation starter Jennifer Beaupre / Content Marketing Strategy
  18. 18. CONTENT MARKETING WITH TEXTBROKER PAGE 18 Jennifer Beaupre / Content Marketing Strategy
  19. 19. PAGE 19 HIGH QUALITY CONTENT What Textbroker can do for you...  Unique content relating to your targeted keywords  Headlines, structure, and links boost SEO  Enduring content to build your keyword backing  Part of overall content marketing strategy Jennifer Beaupre / Content Marketing Strategy
  20. 20. PAGE 20 TEXTBROKER CLIENTS  Request text-based content geared toward keywords  Give authors suggestions and topics for articles  Follow proven keyword formula  Fresh, well written content  Database of thousands of authors Above all, improve search engine rank for your keywords! Jennifer Beaupre / Content Marketing Strategy
  21. 21. PAGE 21 TEXTBROKER AUTHORS  Writers are paid and graded by writing quality & client feedback  Writing resources available for improvement  Easy to follow client proposals  Focus on topics you want to write about  Write when you want, as much as you want Help clients improve their keyword rankings! Jennifer Beaupre / Content Marketing Strategy
  22. 22. PAGE 22 NEXT STEPS  Apply buyer personas to your content strategy  Measure what’s working and what’s not  Find out what your customers want to know  Break through the noise Think like a journalist. Get the results of a marketer Jennifer Beaupre / Content Marketing Strategy
  23. 23. Thank you! http://www2.textbroker.com/home Get Your Free Account Here QUESTIONS? Jennifer Beaupre VP of Global Marketing jenbeaupre@textbroker.com PAGE 23 Jennifer Beaupre / Content Marketing Strategy

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