MKT 389
CONTENT MARKETING STRATEGY
CM STRATEGY
• Why content marketers fail

• Goals
• Audience
segmentation/targeting

• Engagement cycle
• Content niche
• ...
REASONS FOR FAILS
• All about you

• Backup planning

• Fear

• No ownership of content

• Setting the bar too low

• No b...
PULIZZI’S SIX PRINCIPLES
1. Fill a need

2. Be consistent
3. Be human
4. Have a point of view
5. Avoid salespeak
6. Be bes...
PERFECT CONTENT
• Real time
• Fact-driven
• Visual
• Efficient
• Curated
• Oreo
BUSINESS GOALS OF CM
• Awareness

• Leads/Customer conversion
• Customer service
• Loyalty and Retention
• Upsell
• Passio...
CM “SEGMENTATION”
• Instead of segments think audience person

• Target audience/content consumer
• Profiles of the kinds ...
CM ENGAGEMENT CYCLE
• Tied to audience persona information needs

• Share content that meets those needs at the
appropriat...
CONTENT MARKETING
MISSION STATEMENT
What is the goal or purpose
behind all of that content you
are building?
Why are you b...
Upcoming SlideShare
Loading in...5
×

Content Marketing Strategy MKT 389

1,292

Published on

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,292
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Content Marketing Strategy MKT 389

  1. 1. MKT 389 CONTENT MARKETING STRATEGY
  2. 2. CM STRATEGY • Why content marketers fail • Goals • Audience segmentation/targeting • Engagement cycle • Content niche • CM mission statements
  3. 3. REASONS FOR FAILS • All about you • Backup planning • Fear • No ownership of content • Setting the bar too low • No buy in from higher ups • Not sourcing correctly • Not a thought leader in industry • Silo-based communications • Niche is not defined • Stay within comfort zones • Too slow • No call to action! • Search isn’t considered • Too much focus on one channel/platform • Inconsistent distribution
  4. 4. PULIZZI’S SIX PRINCIPLES 1. Fill a need 2. Be consistent 3. Be human 4. Have a point of view 5. Avoid salespeak 6. Be best of breed/class
  5. 5. PERFECT CONTENT • Real time • Fact-driven • Visual • Efficient • Curated • Oreo
  6. 6. BUSINESS GOALS OF CM • Awareness • Leads/Customer conversion • Customer service • Loyalty and Retention • Upsell • Passion/WOM generation
  7. 7. CM “SEGMENTATION” • Instead of segments think audience person • Target audience/content consumer • Profiles of the kinds of people who would most be interested in your content • Your audience • Multiple personas—content is adapted! Speak to each individually as well as collectively
  8. 8. CM ENGAGEMENT CYCLE • Tied to audience persona information needs • Share content that meets those needs at the appropriate time • Where are they in the ‘buying’ cycle?
  9. 9. CONTENT MARKETING MISSION STATEMENT What is the goal or purpose behind all of that content you are building? Why are you building all of this content and what do you expect to achieve from it? Include: • Target audience/personas • What will be delivered to them • What they will get out of it
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×