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...
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
Evalua...
CREATE HELPFUL
CONTENT
1. HIRE A CHIEF OF
CONTENT
Chief Editor
Internal
Stakeholders
Creative Team Social Team
CMO
Most Important Role
on the Content 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
DISTRIBUTION
IS THE KEY TO SCALING YOUR
CONTENT MARKETING*
*Especially in the early phases.
SOCIAL MEDIA
IS 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 tel...
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 RIGHT
YOU’VE GOT TO
TO PROMOTE
–GUY KAWASAKI
IN CONCLUSION…
BE STRATEGIC
BE CONSISTENT
BE GENEROUS
Follow Subscribe Connect
THANKS FOR READING!
KEEP IN TOUCH!
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Tackling Content Marketing on a Budget

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Content marketing is not just a passing trend, it is here to stay. Even those convinced of its utility might object that it is not right for them because they see it as expensive. While this perception is not un-founded (Coke and Redbull, two content marketing luminaries, have budgets in the millions), money is not a prerequisite for a quality content marketing strategy. Learn how to be agile with your content marketing to succeed at any size.

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Tackling Content Marketing on a Budget

  1. TACKLING CONTENT MARKETING ON A BUDGET Based on an article that originally appeared on my site.
  2. DEVELOPING A CONTENT STRATEGY
  3. 1. PERFORM A CONTENT AUDIT
  4. 80% 5 POSTS OR LESS* Of company blogs have According to a study by IBM
  5. ???YOU’VE FORGOTTEN ABOUT??? Does your company have a blog According to a study by IBM
  6. DOOMED TO REPEAT IT. Those who are unaware of history are –GEORGE SANTAYANA “
  7. 2. CREATE A CONTENT DIVISION
  8. Content creation should be it’s own SEPARATE BUSINESS
  9. Chief Editor CMO Internal Stakeholders Creative Team Social Team CONTENT DIVISION
  10. 3. SET STRATEGIC GOALS
  11. CONTENT DOES NOT LEAD DIRECTLY TO SALES….
  12. …SO YOU NEED TO GET CREATIVE WITH THE GOALS YOU SET
  13. 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“
  14. SET KPI’s TO MEASURE SUCCESS THROUGHOUT THE FUNNEL
  15. 4. MAKE A PLAN
  16. 56% DOCUMENTED PLAN* Of marketers don’t have a According to a study by Kapost
  17. IF YOU DON’T HAVE A PLAN, IT WON’T GET DONE
  18. MAP OUT A CLEAR EDITORIAL CALENDAR AND STICK WITH IT!
  19. THEN CREATE A TIMELINE FOR MEASURING PROGRESS
  20. 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
  21. CREATE HELPFUL CONTENT
  22. 1. HIRE A CHIEF OF CONTENT
  23. Chief Editor Internal Stakeholders Creative Team Social Team CMO Most Important Role on the Content Team
  24. BECAUSE THEY’RE THE LIASON BETWEEN THE CONTENT DIVISON AND THE CMO WHY SO IMPORTANT?
  25. 2. LEVERAGE EMPLOYEE EXPERTISE
  26. POTENTIAL CONTENT CREATORS ALL OF YOUR COMPANY’S EMPLOYEES ARE
  27. A GREAT EDITOR CAN WORK WITH EMPLOYEES TO EXTRACT VALUABLE CORE INSIGHTS FROM ACROSS YOUR ORGANIZATION
  28. 3. REPURPOSE LONGFORM CONTENT
  29. ONCE YOU HAVE A CORE INSIGHT, YOU CAN USE IT TO CREATE MANY PIECES OF CONTENT
  30. CONTENT REPURPOSING Core Insight Longform Content Blog Post Email
  31. DISTRIBUTE ACROSS CHANNELS
  32. 1. SET UP A DISTRIBUTION PLAN
  33. DISTRIBUTION IS THE KEY TO SCALING YOUR CONTENT MARKETING* *Especially in the early phases.
  34. SOCIAL MEDIA IS TAILOR-MADE FOR DISTRIBUTING CONTENT
  35. CHOOSE 2-3 CHANNELS THEN COMMIT TO MAKING THEM GREAT
  36. CHOOSE 2-3 CHANNELS THEN COMMIT TO MAKING THEM GREAT FOR HELP CHOOSING CHANNELS CHECK OUT THIS SLIDESHARE
  37. 2. DON’T BE OVERLY PROMOTIONAL
  38. SHOUTING YOUR BRAND MESSAGE DOESN’T WORK!
  39. 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
  40. TO AVOID BEING OVER-PROMOTIONAL FOLLOW NPR’S EXAMPLE
  41. NPR PUTS OUT QUALITY CONTENT EVERY DAY THEREBY EARNING THE RIGHT TO RUN THEIR PLEDGE DRIVE ONCE OR TWICE A YEAR
  42. EARN THE RIGHT YOU’VE GOT TO TO PROMOTE –GUY KAWASAKI
  43. IN CONCLUSION…
  44. BE STRATEGIC BE CONSISTENT BE GENEROUS
  45. Follow Subscribe Connect THANKS FOR READING! KEEP IN TOUCH!

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