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Planning and Developing a Content Strategy
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Planning and Developing a Content Strategy

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Here are the slides I presented during a recent MarketingProfs webinar.

Here are the slides I presented during a recent MarketingProfs webinar.

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  • QUICKHi everyone. I am Amanda Maksymiw, content marketing manager for Lattice Engines, a tech company that makes a platform to help sales/marketers be more productive using predictive analytics. You can find me on Twitter @amandamaks.
  • Corey and Ann asked me to participate in today’s session to help dispel popular belief that content marketing is a time suck. It is easy to get overwhelmed at the amount of work that goes into developing a content strategy. You’re overwhelmed by the blogs, books, events and presentations about content strategy. For the next five minutes, I’ll share a quick framework with 5 components to help show you that you do have time for that.
  • QUICKOk, this is where we are heading for the next few minutes.
  • Mission statements help guides companies long term strategies. Think of some of the most successful companies and their mission statements. (potentially just read the company’s mission statements)------NEXT SLIDEJust like how these companies have set the tone for their long term plans, marketers should do the same for content marketing. Defining a clear mission statement helps to define your content marketing strategy for the course. Here are a few sample content marketing mission statements.
  • Mission statements help guides companies long term strategies. Think of some of the most successful companies and their mission statements. ------NEXT SLIDEJust like how these companies have set the tone for their long term plans, marketers should do the same for content marketing. Defining a clear mission statement helps to define your content marketing strategy for the course. This will help ensure the content you create later on is aligned with the long term vision. Here are a few sample content marketing mission statements.
  • Now that we have a mission statement, we can think about setting goals for the next 1-2 years. Content marketing should not be thought of as a one off tactic that you just execute. Content marketing is marketing and now is the time to set your efforts up for success. Before diving in, thinking about what content to create, it is important to take a step and figure out the overall goals to support your mission. Some common goals include:-increase visibility/brand awareness-improving lead generation-developing thought leadership-improving/speeding up conversionsMake you define and determine how you will measure against these goals.
  • Get Senior Team Buy In!
  • When setting your strategy, be sure to review the competitive landscape to help identify any gaps the market isn’t already covering.
  • In order for your content strategy to be targeted at hitting your goals, it is important to define your audience. Think: what industries, what sized companies, etc. This will help shape the content you create over time. Many content marketers will refer to this process as persona development. And it is a good idea to collaborate with other people in your organization when developing your personas To quickly get started, focus on high level descriptors about your main personas. What do they look like? What are their main challenges/pain points? Job titles/responsibilities? Interests?
  • In order for your content strategy to be targeted at hitting your goals, it is important to define your audience. Think: what industries, what sized companies, etc. This will help shape the content you create over time. Many content marketers will refer to this process as persona development. And it is a good idea to collaborate with other people in your organization when developing your personas To quickly get started, focus on high level descriptors about your main personas. What do they look like? What are their main challenges/pain points? Job titles/responsibilities? Interests? Here’s a very quick look at a persona
  • In addition to understanding your personas, it is important to understand your buyer’s journey. This will ensure you are creating content that helps support your sales process. Here’s a quick look at very simple funnel. Remember, different content works at different stages of the buyer’s journey.
  • If not as important as the content itself, is the distribution plan. When you are just getting started, you can define what channels you will use to distribute your content. Channels like Twitter, Facebook, LinkedIn, Slideshare, YouTube, your website or blog, etc.
  • Now the fun part! What content will you create! Different types of content can be created to solve these different goals. As an example, if visibility is a main goal, you may think about creating fun entertaining videos and general infographics. If customer acquisition is the focus, you’ll want to ensure you are created content targeted to solving your customers pain points. Remember, don’t focus on just releasing 7 infographics and 50 blog posts. Think back, how it all ties into your strategy. See, you do have time for that.

Transcript

  • 1. PLANNING AND DEVELOPING A CONTENT STRATEGY Amanda Maksymiw, Content Marketing Manager
  • 2. Yes, You DO Have Time For That Image credit: Joelstuff
  • 3. Content Marketing Strategy Components Mission Statement and Goals Audience Journey Distribution Plan Editorial Targets
  • 4. What’s Your Purpose? To organize the world's information and make it universally accessible and useful. Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
  • 5. Sample Mission Statement To be the resource where sales and marketing leaders can find useful information, advice, insight, resources and ideas for growing their businesses with Big Data and predictive analytics.
  • 6. What’s Your Goal?
  • 7. Key Takeaway Image Credit: adpk
  • 8. Key Takeaway Image Credit: Dunc(an’t stand this new layout!)
  • 9. Who’s Your Audience?
  • 10. Who’s Your Audience? Mary, Marketing Ops Director Executes marketing programs, manages the database, drives leads to sales team and focuses on pipeline opportunity. Top challenge: Fill the funnel! Loves marketing technology, Excel, reporting. Analytical, healthy eater, data geek.
  • 11. What’s Their Journey? Awareness Consideration Purchase Decision
  • 12. What’s Your Distribution?
  • 13. Finally, What’s The Right Content? Curated content eBooks Whitepapers Original videos Case Studies Podcasts InfographicsBlogs Articles Newsletters Reports Surveys i