Developing a Financial
Content Strategy that Works
Kevin Cain
Director of Content Strategy, OpenView Venture Partners

@ke...
A Quick Introduction…

Lowly Minion

Copyeditor

Managing Editor

Director of
Content Strategy

Writer/Editor
Senior
Write...
50

A Quick Introduction…
3,000

eBooks, Reports
& Case Studies

25,000

Posts
Subscribers

20,000

125,000

140,000

View...
Director of Content Strategy

Managing Editor

Content Marketing Specialist

@kevinrcain #cmworld
@kevinrcain #cmworld
What I’ve Learned (So Far)

@kevinrcain #cmworld
1. Get Sharply Focused

Start with
One Segment

Look for Your
Best Customer in
that Segment

Make Your Best
Current Custom...
OpenView’s Target Segment

B2B software companies
At the expansion stage
($2 million to $20 million
in annual revenue)
Sel...
1. Get Sharply Focused
Buyer Characteristics

Buyer Journey

Motivations

Needs

Leverage
Point

Interest

Research

Purch...
2. Hire a Managing Editor

Excellent writer and editor

Project manager
Knows SEO
Online marketing experience
Social media...
3. Build a Content Creation Community

Freelancers

Influencers

Co-workers

Fans,
Followers &
Subscribers

@kevinrcain #c...
3. Build a Content Creation Community

@kevinrcain #cmworld
3. Build a Content Creation Community

Freelancers

Influencers

Co-workers

Fans,
Followers &
Subscribers

@kevinrcain #c...
4. Create High-Impact Content

Optimized
For Search

Reflects Your Deep
Understanding
of Your Buyers

Demonstrates
Your Br...
Key Learning

What I think is great often fails, and what I think
is just OK sometimes turns out to be great.
Publish your...
4. Create High-Impact Content

over

2,200
votes

240
Likes

263
Tweets

18

Comments

@kevinrcain #cmworld
5. Repurpose, Repackage, and Recycle

@kevinrcain #cmworld
5. Repurpose, Repackage, and Recycle

@kevinrcain #cmworld
6. Focus on Conversions

Sign
Up

Like

Download
Now

Free
Trial

Tweet
This

@kevinrcain #cmworld
Sign Up for Our Newsletter

http://openviewpartners.com/newsletter/

@kevinrcain #cmworld
7. Amplify Your Content Through Multiple Points of Contact
Industry
Influencers

Partners for
Co-Marketing

Website

Paid ...
7. Amplify Your Content Through Multiple Points of Contact

@kevinrcain #cmworld
8. Establish a Content Rhythm
Daily
2-3 Blog Posts

Quarterly

Weekly
3 Videos

2 eBooks

2 Reports
1 Article

5 Webinars
...
9. Institutionalize Your Content Marketing

@kevinrcain #cmworld
10. Measure What You Do

Content
Creation

Content
Delivery

Impressions

Conversions

Web
Performance

@kevinrcain #cmwor...
11. Hold Frequent Retrospectives

@kevinrcain #cmworld
To Recap…

1. Get Sharply Focused

2. Hire a Managing Editor
3. Build a Content Creation Community

4. Create High-Impact ...
To Recap…

5. Repurpose, Repackage, and Recycle

6. Focus on Conversions
7. Amplify Your Content Through
Multiple Points o...
To Recap…

8. Develop a Content Rhythm

9. Institutionalize Your Content Marketing
10. Measure What You Do

11. Hold Frequ...
Check Out our New eBook About Content Marketing

www.contentfactoryebook.com

@kevinrcain #cmworld
Q&A

@kevinrcain #cmworld
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How to Create a Financial Content Strategy that Works

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Kevin Cain's presentation at Content Marketing World 2013 describes the elements necessary to create a successful content marketing program in financial services or any other industry.

Published in: Technology, Business
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How to Create a Financial Content Strategy that Works

  1. 1. Developing a Financial Content Strategy that Works Kevin Cain Director of Content Strategy, OpenView Venture Partners @kevinrcain #cmworld
  2. 2. A Quick Introduction… Lowly Minion Copyeditor Managing Editor Director of Content Strategy Writer/Editor Senior Writer/Editor @kevinrcain #cmworld
  3. 3. 50 A Quick Introduction… 3,000 eBooks, Reports & Case Studies 25,000 Posts Subscribers 20,000 125,000 140,000 Views on YouTube Fans Page Views @kevinrcain #cmworld
  4. 4. Director of Content Strategy Managing Editor Content Marketing Specialist @kevinrcain #cmworld
  5. 5. @kevinrcain #cmworld
  6. 6. What I’ve Learned (So Far) @kevinrcain #cmworld
  7. 7. 1. Get Sharply Focused Start with One Segment Look for Your Best Customer in that Segment Make Your Best Current Customer Your Target @kevinrcain #cmworld
  8. 8. OpenView’s Target Segment B2B software companies At the expansion stage ($2 million to $20 million in annual revenue) Selling to North American customers OpenView’s Target Buyer Founders / CEOs Key board members and investors Key management team members @kevinrcain #cmworld
  9. 9. 1. Get Sharply Focused Buyer Characteristics Buyer Journey Motivations Needs Leverage Point Interest Research Purchase Concerns Pain Points Leverage Point Unaware @kevinrcain #cmworld
  10. 10. 2. Hire a Managing Editor Excellent writer and editor Project manager Knows SEO Online marketing experience Social media enthusiast Analytics guru Strategist @kevinrcain #cmworld
  11. 11. 3. Build a Content Creation Community Freelancers Influencers Co-workers Fans, Followers & Subscribers @kevinrcain #cmworld
  12. 12. 3. Build a Content Creation Community @kevinrcain #cmworld
  13. 13. 3. Build a Content Creation Community Freelancers Influencers Co-workers Fans, Followers & Subscribers @kevinrcain #cmworld
  14. 14. 4. Create High-Impact Content Optimized For Search Reflects Your Deep Understanding of Your Buyers Demonstrates Your Brand Aspirations Drives Conversions Promotes Engagement And Virality @kevinrcain #cmworld
  15. 15. Key Learning What I think is great often fails, and what I think is just OK sometimes turns out to be great. Publish your content and then keep your eyes and ears open to see how the market responds! @kevinrcain #cmworld
  16. 16. 4. Create High-Impact Content over 2,200 votes 240 Likes 263 Tweets 18 Comments @kevinrcain #cmworld
  17. 17. 5. Repurpose, Repackage, and Recycle @kevinrcain #cmworld
  18. 18. 5. Repurpose, Repackage, and Recycle @kevinrcain #cmworld
  19. 19. 6. Focus on Conversions Sign Up Like Download Now Free Trial Tweet This @kevinrcain #cmworld
  20. 20. Sign Up for Our Newsletter http://openviewpartners.com/newsletter/ @kevinrcain #cmworld
  21. 21. 7. Amplify Your Content Through Multiple Points of Contact Industry Influencers Partners for Co-Marketing Website Paid Channels Social Media Content Campaigns E-newsletter Texts, E-mails, Calls, Etc. Relationship Marketing @kevinrcain #cmworld
  22. 22. 7. Amplify Your Content Through Multiple Points of Contact @kevinrcain #cmworld
  23. 23. 8. Establish a Content Rhythm Daily 2-3 Blog Posts Quarterly Weekly 3 Videos 2 eBooks 2 Reports 1 Article 5 Webinars 1 Podcast 1 Case Study 1 Infographic @kevinrcain #cmworld
  24. 24. 9. Institutionalize Your Content Marketing @kevinrcain #cmworld
  25. 25. 10. Measure What You Do Content Creation Content Delivery Impressions Conversions Web Performance @kevinrcain #cmworld
  26. 26. 11. Hold Frequent Retrospectives @kevinrcain #cmworld
  27. 27. To Recap… 1. Get Sharply Focused 2. Hire a Managing Editor 3. Build a Content Creation Community 4. Create High-Impact Content @kevinrcain #cmworld
  28. 28. To Recap… 5. Repurpose, Repackage, and Recycle 6. Focus on Conversions 7. Amplify Your Content Through Multiple Points of Contact @kevinrcain #cmworld
  29. 29. To Recap… 8. Develop a Content Rhythm 9. Institutionalize Your Content Marketing 10. Measure What You Do 11. Hold Frequent Retrospectives @kevinrcain #cmworld
  30. 30. Check Out our New eBook About Content Marketing www.contentfactoryebook.com @kevinrcain #cmworld
  31. 31. Q&A @kevinrcain #cmworld

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