Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Budget and Plan Your 2020 Content Marketing Strategy

150 views

Published on

We know it can be hard to stick to your guns and get your content marketing planned in advance, with an allocated budget and a thought-out strategy. But you really cannot waste another second. While you're preoccupied with trying to figure out the why and how, your competitors are busy creating content, publishing it, using it to nurture leads and engage their audience, and ultimately, getting a leg up.

This deck addresses:

Why content marketing should be your No. 1 priority for 2020
How to budget for your content initiatives
Team members you'll want to consider to help you drive these efforts
How to put together a documented content strategy
A process for creating content
Tech that will aid your efforts

Published in: Marketing
  • Paid To Write? Earn up to $200/day on with simple writing jobs. ♣♣♣ http://t.cn/AieXS62G
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How to Budget and Plan Your 2020 Content Marketing Strategy

  1. 1. How to Budget and Plan 
 Your 2020 Content Marketing Strategy
  2. 2. Meet Your Presenters Natalie Stezovsky Vice President Brittni Kinney Ratliff Vice President
  3. 3. Agenda 1. Content Marketing: Your No. 1 Priority for 2020
 2. The Elephant in the Room: Budget 
 3. Start With a Documented Content Strategy 
 4. Your Content Marketing Team 
 5. Your Content Creation Process 
 6. Tech
  4. 4. Content Marketing: Your No. 1 Priority for 2020 Source: CMI’s 2019 B2B Content Marketing Research: https://contentmarketinginstitute.com/2018/10/research-b2b-audience/ 96%of the most successful B2B content marketers say they’ve built credibility and trust with their audiences. 68%of all B2B marketers say they’ve used content marketing successfully to build credibility with their audience.
  5. 5. Content Marketing: Your No. 1 Priority for 2020 Top Content Marketing Methods B2B Marketers Use to Nurture Their Audiences  87% - Email marketing/campaigns 77% - Educational content 
 Areas Where B2B Content Marketers Increased Spending in the Last 12 Months 56% - Content creation 37% - Content marketing staff 36% - Paid content distribution  29% - Content marketing technology  21% - Content marketing outsourcing
  6. 6. The Elephant in the Room: Budget You’re a small team. Your company is investing money in other marketing efforts. You’re busy with client needs and cannot justify spending more time and money on marketing right now. You need immediate return.
  7. 7. The Elephant in the Room: Budget You’re a small team. Large teams do not automatically equate to success. 
 Unique advantages of a small team: • Agility  • Collaboration • Ownership
  8. 8. The Elephant in the Room: Budget Your company is investing money in other marketing efforts. Investing in content is a win-win for your entire company: • HR • Sales • Recruitment • Training • Customer/account service
  9. 9. The Elephant in the Room: Budget You’re busy with client needs and cannot justify spending more time and money on marketing right now. Retention and new business: Do not prioritize one over the other.
 Content shows your clients and potential clients you walk the walk.
  10. 10. The Elephant in the Room: Budget You need immediate return. In 2019, Influence & Co.’s marketing department generated 1.45M in revenue.
  11. 11. Start With a Documented Content Strategy The benefits of having a documented content strategy include: 1 Team alignment around a common goal 2 Clarity around what kinds of content to create 3 Focus on documented priorities 4 Easier allocation of resources and optimization of results 5 Clear target audience 6 Accountability 7 The right metrics to measure success
  12. 12. Start With a Documented Content Strategy • Consumer analysis 
 Do any kind of market research needed to get to know your consumers better. Figure out who they are.  • Profile of key audience personas
 1. Create personas of some of your key audience members based on that analysis.
 2. Identify needs, questions, concerns.
 3. Know their job titles and requirements and who they report to. • Your marketing goals
 Lead generation, thought leadership, SEO • An editorial calendar and content guidelines • KPIs (key performance indicators) Put together a content strategy that includes: 
  13. 13. Your Content Marketing Team Possible team members to fuel your content: SME/Thought Leader Editor Content Strategist Project Manager Social Media Manager Publication Strategist Designer Developer Freelance Writer
  14. 14. Your Content Creation Process Ideation Knowledge Sharing Writing EditingDistributingAnalyzing Results
  15. 15. Your Content Creation Process:
 Ideation Hold monthly content brainstorms. Keep up on industry news and reports. Read industry publications.
  16. 16. Your Content Creation Process:
 Knowledge Sharing Interview your SME. Have your SME fill out a questionnaire. Use a knowledge bank to store information and use as needed.
  17. 17. Your Content Creation Process:
 Writing Be mindful of publication guidelines for guest-contributed content. Create and use tone guidelines for your SME. Use stats and data to 
 back up claims.
  18. 18. Your Content Creation Process:
 Editing Quality! Quality! Quality!
  19. 19. Your Content Creation Process:
 Distributing Make sure the right people see your content. Have your sales team use content in their conversations and outreach. Use content as fuel for email marketing and drip campaigns.
  20. 20. Your Content Creation Process:
 Analyzing Results Check Against KPIs Lead generation: Is your content bringing new leads to your site and converting them? SEO: Is your content ranking in search engines? Thought leadership: Is your content helping your SME/thought leader land speaking opportunities?
  21. 21. Tech In order to see and track results and create efficiencies, make sure you’re keeping tech in mind: Project Management Software ICo Core Editorial Calendar Marketing Automation Software HubSpot
  22. 22. Resources The Ultimate Guide to Content Marketing It doesn't matter whether content marketing is a brand-new concept for you or you're a seasoned content creator — this guide is the only one you'll ever need for content marketing. Free Content Marketing Consultation Let us unburden you! Set up a completely free call with us to further discuss your content marketing needs and questions. We’re here to help, NOT sell, but if you decide you’d like to partner with us, you could receive $500 off your first month of services! https://offers.influenceandco.com/budget-webinar-promo
  23. 23. Questions?

×