Content Marketing Strategy MKT 389

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  • 1. MKT 389 CONTENT MARKETING STRATEGY
  • 2. CM STRATEGY • Why content marketers fail • Goals • Audience segmentation/targeting • Engagement cycle • Content niche • CM mission statements
  • 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. 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. PERFECT CONTENT • Real time • Fact-driven • Visual • Efficient • Curated • Oreo
  • 6. BUSINESS GOALS OF CM • Awareness • Leads/Customer conversion • Customer service • Loyalty and Retention • Upsell • Passion/WOM generation
  • 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. 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. 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