This is a presentation all about developing a killer content marketing strategy. Alessandra Ceresa, Director of Marketing at GreenRope, shows businesses how to strategize and develop an effective strategy even if you are not a great writer!

2. › Content marketing is a form of inbound
marketing
› What is inbound marketing?
 Creating and sharing content specifically
designed to attract your ideal customer (a specific
buyer persona)
› How is it different than outbound marketing?
 Inbound is about earning people’s interest, trust,
and loyalty by providing great, focused, and
relevant content for your buyers
 Outbound is about pushing your product or service
onto customers who may not be interested or
ready to convert. (i.e. billboards, mass emails,
etc…) – It is usually untargeted

3.  Blog posts
 Contributed articles
 Webinars
 Email newsletters*
 Drip campaigns*
 Social Media
 eBooks/whitepapers
 Visuals (infographics, videos, images)
*both outbound & inbound

4. › You don’t just need content, because
bad, irrelevant, or content that is out of
context will not attract your buyers.
› You need contextual content, which
depends heavily on research and is a
result of your understanding of your
target audiences
› Content can greatly increase your brand
awareness, traffic, lead generation, etc

5. › It connects you to your buyers through a
human voice
› It allows you to monitor and participate in
conversations that you would otherwise be
unaware of
› It strengthens and secures your brand
identity (how you see yourself) and your
image (how your constituencies see you)
› It establishes your brand as a thought leader
in your niche industry
› It drives your target buyers to action (to buy)

6. › Understand your target consumer’s
thoughts before implementing a strategy
› Step 1: Research your ideal buyer and
create detailed identities for those
people—more than a client profile—an
identity that includes age, professional
experience, background, interests, etc…
 Note: This should take time and effort,
therefore you must be patient—rushing the
process will not produce results

7. › If you still don’t feel confident creating your own content on
your website, then find other blogs in your industry to
comment, converse, and engage with your customers and
the industry
› Benefits of doing this before creating your own blog:
 Find and establish your unique voice
 Find out what your target customers are reading and are
interested in
 Find what keywords your target customers are using to
better optimize your website
 Begin to outline a long term editorial calendar for
potential blog posts

8. › There are 3 types of internal (on your site)
content, which should be integrated in
your overall marketing strategy
 Targeted content on landing pages
 Targeted content on your blog
 Website copy

9. › What is a landing page?
 A page on your site where you can publish targeted content
for a specific buyer persona
 This is especially useful for search engine marketing (SEO)
because you should have keywords geared specifically to
the person who is searching on a search engine
 I.E.: If you sell yoga pants, sports bras, and yoga mats, then a
person who is searching for sports bras should not land on a
page with yoga pants.
 Matching search queries to landing pages will dramatically
decrease the bounce rate, increase the amount of time
spent on your website, and ultimately increase the chances
that person will buy

10. • Use content to get personal with your target
buyers
• You must post regularly to stay top-of-mind
• Bottom line and golden rule (which really
annoys me): Create great content
It’s annoying but true. And only you can know
what great content is because you are the
expert in your niche and know your target
audiences

11. › Create content with various media—this includes
videos (gym tutorials), infographics (tech), white
papers, ebooks, webinars, blogs, and the list goes on
› Find the most appealing media for your target
buyers and create content using those. This will
increase readerships, views, and shares
› How to segment content for each buyer:
 Create editorial plans for each buyer persona BUT
leave room for real-time content as well—this will
keep you at the forefront of organic search
engines and top-of-mind

12. › First, you need to know the answer to the
questions:
 “What problem are you solving for your
buyers?”
 “What are your overall business goals?”
 Once you can clearly state the answer to
those questions, then you can implement a
strategy

13.  Come up with 30 topics in 30 minutes
› Ask yourself:
 What are you passionate about in your
industry
 How did you get where you were in your
industry
 What are some personal
anecdotes/experiences you have seen in your
industry? How can you share those with your
audience?
 What do you want to learn more about?
(Changes are your audience has the same

14.  We like David Meerman Scott’s planning template and we
have found his steps to be very successful:
http://www.davidmeermanscott.com/documents/Marketing
_Strategy_Template.pdf
 Develop an editorial calendar
 Define where your content is going (social media, blog,
contributed post)
 Establish hard deadlines (this keeps your team accountable)
 Put in the time
 Delegate!

15. Alessandra Ceresa
aceresa@greenrope.com