1 Develop an overall content marketing plan with performance goals in mind.
Table of Contents
Content Creation Plan
Content Optimization Plan
Content Testing Plan
Content Performance Plan
Develop informational content that sells WITHOUT the sales pitch .
2 Research your customers’ wants and needs in creative ways.
Search Box . Track what prospects are looking for and what they find.
FAQ’s. Review what customers ask for and the language they use.
Customer Service Reps. Learn the FAQ’s and knowledge requests.
Customers. Speak with customers and learn their wants and needs.
Analytics. Discover the source of traffic and navigational pathways.
Surveys. Ask for feedback on your content, navigation and methodology.
Then develop “extreme” customer profiles for content creation and testing.
In a Hurry
Buy Right Now
Buy After Review
3 Find your company’s distinction, value proposition and mantra .
Winning is Everything Greenbay Packers
Fun Family Entertainment Disney
Save Babies March of Dimes
Healthy Fast Food Wendy’s
Kick Butt in Air and Space Air Force
The Art of the Start, Guy Kawasaki
Develop your company’s “story” and make sure it has the key elements.
Great Stories --> Solve problems
--> Teach us to be smart
--> Offer surprise and delight
--> Focus on “what happens next”
--> Introduce great characters
--> Are contagious
--> Engage readers
Sisomo by Kevin Roberts
4 Optimize your content for readers first, then the search engines .
Use free research tools and SEO scoring tools to optimize for the search engines.
Free Research Tools
5 Examine your sales funnel and pipeline to determine the motivational needs.
Preliminary: Headlines, visuals, architecture and familiar content.
Investigating: Knowledge-seeking and trust-building opportunity.
Capability: Show how you solve problems and delivers on needs.
Action: Motivate sign up, download or buy.
Select different content assets for different needs in the pipeline.
6 Score content engagement to help prioritize who is most likely to buy.
Free Tool Interaction
Newsletter Sign Ups
Stop the push marketing and join the content marketing revolution !
7 Evaluate how you stack up with the competition in a variety of ways. Content Asset YourSite Competitor Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B
Build on your strengths and eliminate the weakness to capture market share.
8 Keep the universal needs of prospects and customers top of mind.
Credibility, Belief and Logic
Exposure to New Information
Mystery and Bravery
Surprise and Delight
Content Critical by Gerry McGovern and Rob Norton
2.0 Customer Needs
Info in a Hurry
Access to Specific Things
And understand the paradox of choice in developing your testing methodology.
Too many choices with the new age of micro expansion.
New rules for complex decision-making.
New meaning needs to be developed to find the best path.
New methodology needs to be formulated for big decisions.
New reward needs to surface with the right decision.
Send me an email with feedback, comments or questions, and I’ll send you a PDF version of my book and links to private SEO tools . I’ll also send you links to… Page Grader Tool Content Grader Tool Monthly Content Marketing Webinars [email_address]
“ The only marketing left is content marketing.” “ To win the war on the web, simply learn the wants and needs of your customers, and give it to them in a compelling way.” Seth Godin Meatball Sunday Byron White 101 Content Marketing Tips