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Content marketing strategy


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Content marketing strategy

  1. 1. How To Develop A ContentMarketing Strategyanders pink
  2. 2. 1. Research Target customers - Typical personas - Why they buy - Where they hang out Competitors - What content do they produce - How well does it perform Keywords - What keywords drive trafficanders pink
  3. 3. 2. Preparation Benchmark current situation so you can measure performance, including analytics data such as rankings, traffic, pageviews, depth of visit Be clear on what are you aiming to achieve - growth in traffic, awareness, conversions, engagement Build out customer personas and how to engage them Assess what type of content is required eg. build awareness, trigger actions, support conversions, create communityanders pink
  4. 4. 3. Content Strategy Agree core content required Agree types of content to be produced Be clear on purpose of content Identify keywords to target Establish editorial process and guidelines including tone of voice and styleanders pink
  5. 5. 4. Create Content Ensure content adds value and establishes authority Is it underpinned by research or original thinking? Is it credible, informative, well written, practical? Develop in multiple formats e.g. article, podcast, video, slideshare, ebook, infographicanders pink
  6. 6. 5. Promote Content Use all appropriate channels Website, blog, press sites, YouTube Social media - FB, LinkedIn, Twitter, Google+ Reach your key influencersanders pink
  7. 7. 6. Assess Performance Collect and review data Compare results with your benchmark audit Review against your goals Assess what worked well and what worked less well Adjust your strategyanders pink
  8. 8. Thank You For more reflections on content marketing see pink