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Content strategy simplified

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"Content Strategy Simplified" gives you the insight needed to get the most out of your content marketing efforts, regardless of what stage you are at.

Learn how to setup, implement, monitor and adjust your strategies, ensuring you get the best results possible.

Published in: Marketing
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Content strategy simplified

  1. 1. Content Strategy Simplified Adrienne BurnS/ :i1r: :t: ;'of Client Strategy ementation O N N ttsimplestrategy
  2. 2. § <«'. .-: < . Background in fimmaking
  3. 3. rfilamars Established in l998. we're a content fl'dYkL'Ilfl()dQ-_‘l'1Cy|1’-(L' no other. Vvo; - put your nu. -ds lx'5l and work :4 an amlc way to dChlCVt3 your (goals. Our approach. results and 000019 Sul us ape’! lrom others 3 offices 1 vision
  4. 4. Only 42% of marketers have a documented strategy
  5. 5. of B2B marketers with a documented strategy consider themselves effective.
  6. 6. /r% of B2B lvlarketers see engaging content as atop challenge. . .,. ..g“; .._$ l( J , . l d” ' -; ‘-. ‘ . : . , A‘ . . , , V . - fly 5,. __. _ 1 - —- "r . _
  7. 7. 54% more leads are generated by inbound marketing vs. outbound I
  8. 8. ” ll. -.I§ ' ‘t= ‘;! -r"I* I"r55I'l<: li‘ls‘ {Content marketing is a non-/ nterruptive marketing technique that a/ /ows brands to use he/ bfu/ and relevant content in order to attract, engage and retain a c/ ear/ y-defined audience. ” “Content strategy is the script to your content marketing efforts, ensuring harmony between what you create and why you have created it, giving you the best possible outcome. ”
  9. 9. '7 I T —"‘H ! /im’- l are you actually doing to implement it? H OW are you going to achieve it? WHY are you doing a content marketing strategy? The Golden Circle “Peop/ e don ’t buy what you do. They buy why you do it. ” 'v‘. ''‘ . ‘ i i _ 3/ .1 7 g 4 ‘~ -. ., 1 — . .54’ - I‘, 5 You either have to be the first, best or difi‘erent. ”
  10. 10. Kick start the strategy discussions f'- »_ . .4.. .’; ‘ ‘-3:6" '
  11. 11. Strategy Process
  12. 12. 4 ‘W. ’ ' w . as i~ ? 9" 5 “ _r-' J‘4 Q3 ‘ 1» 1 l. =. 4/ , . 9 “' . ‘‘‘ - 42$". -’ I '9 . Al! '’ 3‘ / ‘ijjza ~_ ‘ . ‘L 'l i it’; a‘f. “»'l ', l , x ‘. W‘ "‘- A’ "‘ J . ’ ,1,’ iii ‘v~w‘, _“~ gt‘ ‘ " }, '. _‘ rig‘ V I I ' . ...4
  13. 13. Avenues of Research - Understanding business objectives & priorities 0 Industry benchmarking - Persona development - Surveys - internal and external
  14. 14. . . / /1,? 41' . . . . . ._. ,___, ¢m. .,n» a 5 . .. r.$, .t. i., i._, .i. r. . . 1| . . . wu. x.. .&. .W| U1,, .. . l . h i , . . .. . .
  15. 15. Avenues of Analysis 0 Google Analytics & Webmaster Tools - Social listening - Surveys for analysis - Competitor analysis
  16. 16. PLAN
  17. 17. Avenues of Planning 0 Review what you have already 0 Align to the userjourney stages - Look to ‘plot’ content for better visibility
  18. 18. linil In. »-— '0 '1 di-
  19. 19. Avenues of Implementation 0 Dependencies - Deadlines - Interpretation - Flexibility - Communication
  20. 20. 4 ‘ J I y L. .. 1 st. 1.. ii , A . . . A . II
  21. 21. Avenues of Tracking 0 Agree the end goals 0 What KPls do you want to track? - Set up Event tracking & Goals in GA
  22. 22. PRESENTING ‘17ze REVIEW EST. 2015
  23. 23. Avenues to Review - Refer back to strategy document 0 Create Dashboards in Google Analytics - Buyer cycle stages and measurements for success
  24. 24. Avenues to Adjust - Monitor monthly but review and adjust quarterly - Consider things which may have impacted success
  25. 25. Need some help with your -. Get in touch with the team www. axonn. media hel| o@axonn. media +44 (0)207 517 2200 @AxonnMedia mfio N Ni Sources: . . I ContentMarketing| nstitute- AxonnMeolia- ‘ ' v i-i . I «:1-u | |I nu: ..: in I .1» i| .lIl’IlllF. li3il'| ’I : ii: . « III’II (I3 . :i--r -sin iContemMarketing| nditu1e- lHubSpot-' Ann D‘ | =t'| =il- I Hill 4‘lll

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