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How to explain content marketing to your organization.
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How to explain content marketing to your organization.

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Explaining what content marketing is and why it should be a focal point in your overall marketing strategy can be a difficult task. Use these visuals and talking points to put a game plan together …

Explaining what content marketing is and why it should be a focal point in your overall marketing strategy can be a difficult task. Use these visuals and talking points to put a game plan together and present your content marketing strategy to your organization.

Published in Business , Technology
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  • 1. @joefusaroin/josephmfusaro How to explain content marketing to your organization. A complete game plan in 9 slides.
  • 2. @joefusaroin/josephmfusaro Content Marketing Content Creation Create content about topics that are closely related to CRM, marketing automation, management. Topic A Topic D Topic B Topic E Topic C
  • 3. @joefusaroin/josephmfusaro Content Marketing Distribution Optimize this content so that you’re found via organic Google search as well as social media channels such as Twitter, LinkedIn, Google+ and others. #TopicA Topic D “Topic B” Topic E #TopicC
  • 4. @joefusaroin/josephmfusaro Content Marketing Lead Capture Convert this traffic into Leads via blog posts, whitepaper/ebook downloads, and more. Whitepaper Download Name Email Title Sales Tips Marketing Automation CRM Administration Data Management Marketing Technology
  • 5. @joefusaroin/josephmfusaro Content Marketing Lead Nurturing & Marketing Automation Convert this topic interest into product interest via lead nurturing and educational content. Interest Level Low Medium “Hi Joe, check out this case study…” “Hi Joe, I think we can help you do X, Y & Z…” High
  • 6. @joefusaroin/josephmfusaro Content Marketing Recap The goal is to convert topic interest into product interest via lead nurturing and educational content. Topic Interest Brand Familiarity Lead Nurturing
  • 7. @joefusaroin/josephmfusaro Content Marketing What Content Marketing Is What Content Marketing Is Not ● Educational in nature ● Meant to convey thought leadership in a specific domain ● Topic-focused ● A sales pitch ● Product-focused
  • 8. @joefusaroin/josephmfusaro Content Marketing Core Topic Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4 Based on analysis of your active customer base and taking into account the business goal of increasing our presence in industries X, Y & Z, we intend on dividing up our content generation efforts to address the interests and pain points of these four buyer types. 50% 25% 12.5% 12.5% 50% of our content will be geared toward Buyer Type 1, 25% of will be geared toward Buyer Type 2, and so on.
  • 9. @joefusaroin/josephmfusaro Content Marketing Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4 - Topic A - Topic B - Topic C - Topic D - Topic E - Topic F - Topic G - Topic H - Topic I - Topic J - Topic K - Topic L This is a breakdown of relevant topics related to our prospects’ department and job level.
  • 10. @joefusaroin/josephmfusaro Content Marketing Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4 - Pain Point A - Pain Point B - Pain Point C - Pain Point D - Pain Point E - Pain Point F - Pain Point G - Pain Point H This is a breakdown of pain points related to our prospects’ department and job level.