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How To Transform Your Content Strategy With Our Content Marketing Assessment

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Are you a perfectionist? Or, to put it another way, are you someone who thinks that the only way to do something is the right way? If so, then you may understand how frustrating it can be to dedicate time and money toward a strategy only to find out you weren't even doing it right.

When it comes to content marketing, a lot of companies don't know it yet, but they're doing it all wrong. Without having a North Star to guide your content, it's hard to measure your ROI, and you could be focusing on the wrong kind of content to achieve your primary goal.

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How To Transform Your Content Strategy With Our Content Marketing Assessment

  1. 1. How To Transform 
 Your Content Strategy 
 With Our Content 
 Marketing Assessment
  2. 2. CONTENT IS CHAOTIC
  3. 3. How to Create a Documented Content Marketing Strategy The Three Main Goals of Content Marketing How to Align Goals and Tactics in Your Content Strategy The Technical Necessities to Pull it All Off How to Measure Success AGENDA
  4. 4. THE THREE MAIN GOALS 
 OF CONTENT MARKETING Lead Generation Thought Leadership SEO Capture your flag!
  5. 5. HOW TO CREATE A DOCUMENTED 
 CONTENT MARKETING STRATEGY
  6. 6. HOW TO CREATE A DOCUMENTED CONTENT MARKETING STRATEGY Consumer Analysis Profile of key audience personas
  7. 7. Your marketing goals An editorial calendar and content guidelines A way to measure success HOW TO CREATE A DOCUMENTED CONTENT MARKETING STRATEGY
  8. 8. HOW TO ALIGN GOALS AND TACTICS 
 IN YOUR CONTENT STRATEGY - 
 LEAD GENERATION
  9. 9. How Content Marketing + Lead Gen works HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 LEAD GENERATION
  10. 10. Top of the Funnel: Reach a New Audience Middle of the Funnel: Engage and Convert Bottom of the Funnel: Nurture and Engage HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 LEAD GENERATION Guest-contributed content, Press mentions On-site content, Gated content Email newsletters, Email Drip Campaigns
  11. 11. Website CMS and blog 
 Marketing automation system
 Sales CRM
 Access to website analytics 
 A social following
 HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 LEAD GENERATION Technical requirements
  12. 12. Average lead score
 Clickbacks to website
 New visitor rate
 Lead conversions
 HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 LEAD GENERATION How to Measure Success
  13. 13. HOW TO ALIGN GOALS AND TACTICS 
 IN YOUR CONTENT STRATEGY - 
 THOUGHT LEADERSHIP
  14. 14. Top of the Funnel: Reach a New Audience
 Guest-contributed content, Press mentions
 Middle of the Funnel: Educate and Convert
 On-site content, Book production
 Bottom of the Funnel: Nurture and Engage
 Email newsletters HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 THOUGHT LEADERSHIP Content types/deliverables
  15. 15. Website with CMS and blog 
 Access to your website’s analytics
 Social media profiles
 Email marketing/ marketing automation system HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 THOUGHT LEADERSHIP Technical requirements
  16. 16. Finish rate on articles
 Social media shares across platforms
 Engagement score
 HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 THOUGHT LEADERSHIP How to Measure Success Content syndication
 Organic brand-building opportunities (speaking engagements, awards, podcasts)

  17. 17. HOW TO ALIGN GOALS AND TACTICS 
 IN YOUR CONTENT STRATEGY - 
 SEO
  18. 18. Step 1: Build A Strong Foundation Technical Audit, Keyword Search Step 2: Build Authority Backlinks 
 Guest-contributed content, PR mentions Step 3: Nurture and Engage On-site content HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 SEO Content types/deliverables
  19. 19. Website with CMS and blog Access to website analytics HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 SEO Technical requirements
  20. 20. Search visibility Keyword rankings Organic search traffic HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY - 
 SEO How to Measure Success
  21. 21. EXAMPLE Here is an example of how a company might fill out this assessment.
  22. 22. FUTURE PLANSCURRENT CADENCECOMPANY STATUS TOP OF THE FUNNEL REACH A NEW AUDIENCE MIDDLE OF THE FUNNEL EDUCATE AND CONVERT BOTTOM OF THE FUNNEL NURTURE AND 
 ENGAGE GUEST- CONTRIBUTED ARTICLES PRESS MENTIONS ON-SITE CONTENT GATED CONTENT EMAIL DRIP CAMPAIGN EMAIL NEWSLETTER TACTIC EXAMPLE CONTENT MARKETING ASSESSMENT EXAMPLE’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING N/A 0/year 2/quarter - Utilizing XYZ PR company - Carrie oversees - Spending $5K per month 1/month - Additional 2/quarter - Messaging focused on CEO’s thought leadership - 2 freelance writers ghostwriting blog posts - Carrie oversees freelance writers 8/month - Add 1 long-form blog post/month from a key employee N/A 0/year - Create 2 whitepapers/ year with landing page copy N/A 0/year -Create drip campaigns for each whitepaper - Carrie creating and overseeing - Curated blog posts - Utilizing HubSpot 1/quarter -Increase to 1/month
  23. 23. SEARCH
 ENGINE 
 OPTIMIZATION PAID AMPLIFICATION ORGANIC SOCIAL MEDIA FUTURE PLANSCURRENT CADENCECOMPANY STATUS CONTENT AMPLIFICATION EXAMPLE COMPANY’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING TECHNICAL REQUIREMENTS WEBSITE CMS + BLOG WordPress SALES CRM Freshsales MARKETING/EMAIL AUTOMATION MailChimp WEBSITE ANALYTICS Google Analytics SUCCESS METRICS LEAD CONVERSIONS Current: 15 Leads/Month AVERAGE LEAD SCORE Current: No lead scoring CLICK-BACKS TO SITE Current: N/A NEW VISITORS (BLOG) Current: Not Tracking - Keywords developed in 2017 - SEO agency currently building links - 3 links/month - Integrate keywords into on- site and off-site content - Technical website audit N/A N/A - 3-month test of paid for content amplification - Part-time employees writing thought leadership posts for social - Carrie overseeing - 2 Facebook/week - 2 LinkedIn/week - 5 Twitter/week - Twitter following growth for CEO - Need social posts for published articles
  24. 24. RESOURCES Interactive Content Strategy Checklist Content Marketing Assessment Free Consultation Want more tips on content marketing and how to create an effective strategy that delivers on your goals? Set up a call with us and if you sign before August 16th, you’ll get $500 off your first month of services! All offers located here: https://offers.influenceandco.com/cma

  25. 25. Questions?

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