A presentation held at the HUG Vienna (Hubspot User Group) about the importance of an editorial statement for the success of any content marketing strategy. A study by the CMI found that almost 80% of all those who said their content marketing is effective had an editorial statement, and 48% had it written down. Link to the WHY video: https://youtu.be/a_y5XpLUla0 Link to "The story of content": https://youtu.be/dBnpr3pkFlk

1. EDITORIAL STATEMENT
The key to Success with Content Marketing

2. born in Vienna
1997 emigrated to South Africa
2014 returned to Vienna
Work: Marketing & Sales in any way
since 2010 Online Marketing
since 2012 Inbound Marketing with HubSpot
Inbound Marketing certified
HubSpot certified
HubSpot Partner certified
Vienna - London - Munich - Cape Town@bettinahorvath

3. CONTENT MARKETING STRATEGY
Editorial statement
Personas
Buyer
Journey
Business
Goals
Editorial
Plan
Tools
Tactics
Time
Frame
Ressources

4. WHAT IS AN EDITORIAL STATEMENT?
➤ written down
➤ WHO do I want to reach?
➤ HOW can I reach them?
➤ WHAT happens when I have
reached them?
➤ Guide for entire content
production
➤ It’s about the recipient not the
producer

5. KEY TO SUCCESS?

6. WHY
should anyone consume our content?

7. ADVANTAGES
➤ Focus
➤ Framework for journalists, designers, etc.
➤ Helps employees understand what it is all about
➤ Reminds us of the core conept in B2B Marketing: Build
your audience first, then your leads.

8. QUESTIONS ABOUT THE EDITORIAL STATEMENT
➤ Can the mission statement of the company be used?
• No, that is about the company, the editorial statement is about the audience
➤ Can we have more than one editorial statement?
• Yes, for each audience one. In the beginning use only core audience.
➤ How can you make sure it leads to success?
• Needs to live in day to day live. Everyone must work it. It needs not only to be
documented but be stuck on the wall.
➤ ______ ?

9. EXAMPLES
Mit unseren Inhalten möchten wir für die Personalentwicklung
zuständigen HR Managern in Österreich Hilfestellung zum Thema soft
skill Entwicklung geben, um derartige Programme erfolgreich in ihren
Unternehmen umsetzen zu können. Mittel zum Zweck: Artikel auf der
Webseite, sowie Links zu anderen Artikeln und eigens produzierte
Inhalte für Social Media Kanäle.
Whether it’s a delicious recipe, an
inspiring décor idea or a refreshing
approach to organizing, we strive to help
you [Moms] create a home that’s truly
your own. Everything we do here is
designed to empower and inspire you to
make your home even better, and most
importantly, a place you love to be.

10. EDITORIAL STATEMENT IN PRACTICE
➤ Core-audience
Which type of people can we help most with our content?
➤ Deliverables to audience
Which kind of content do we publish and what makes it
different?
➤ Desired outcome for the audience
What can the people do once they have consumed your
content (what’s in it for them)

11. RECOMMENDED VIEWING

12. THANK YOU
me@bettinahorvath.com
bettina.horvath@takeoffpr.com
+43 676 946 8592
LinkedIn