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1
YOUR
CONTENT STRATEGY
STARTER KIT
by Kim Caviness, Chief Content Officer, McMURRY/TMG
2CONFIDENTIAL
Why create
content?
3CONFIDENTIAL
It’s the primary way people are going
to learn about you. And it works to
convert prospects into customers.
Source: http://www.demandmetric.com/content/content-marketing-infographic
4CONFIDENTIAL
70% 60%
Prefer getting
to know a
company via
articles rather
than ads
Feel more
positive about
a company
after reading
custom content
on its site
67%
Trust
editorial
content
56%
Will take
action based
on content,
higher than
any other
form of
advertising
Customers...
Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html
5CONFIDENTIAL
Content gets you
found online by
improving search
results and driving
traffic. But 27 million
pieces of content
are shared each day.
6CONFIDENTIAL
Q:So, how do you make sure that
your brand’s content:
a) gets seen?
b) gets results?
7CONFIDENTIAL
A:Do NOT blog, tweet, pin, vine or jump
from space until after you dig deep,
REALLY deep, and identify the perfectly
right-for-your-brand content strategy.
8CONFIDENTIAL
The perfectly
right-for-your-brand
content strategy
wins hearts, minds
and wallets
relevance
entrances your
audience
drives
ROI
fuels
CRM
kills it for
your brand
trust
actions
taken
conversion
results
9CONFIDENTIAL
So,howdoyou
identifytheperfectly
right-for-your-brand
contentstrategy?
10CONFIDENTIAL
Answerthese
10 questions
1 2 3 4 5 6 7 8 9 10
11CONFIDENTIAL
1.What is your brand’s #1
differentiator in the marketplace?
1 2 3 4 5 6 7 8 9 10
12CONFIDENTIAL
2.What is your rallying cry—
internally and externally?
1 2 3 4 5 6 7 8 9 10
13CONFIDENTIAL
3.What does your brand uniquely
have permission to do, say and ask?
1 2 3 4 5 6 7 8 9 10
14CONFIDENTIAL
4.What does your brand not have
permission to do, say and ask?
1 2 3 4 5 6 7 8 9 10
15CONFIDENTIAL
5.Who and where is your audience?
1 2 3 4 5 6 7 8 9 10
16CONFIDENTIAL
6.What brings your audience together?
What drives them apart?
1 2 3 4 5 6 7 8 9 10
17CONFIDENTIAL
7.Why does your audience follow you?
Why do you wish they followed you?
1 2 3 4 5 6 7 8 9 10
18CONFIDENTIAL
8.What does your audience truly, madly,
deeply need from you—and what will
they accept from you in exchange?
1 2 3 4 5 6 7 8 9 10
19CONFIDENTIAL
9.What do you want your audience
to do after experiencing your content?
1 2 3 4 5 6 7 8 9 10
20CONFIDENTIAL
10.How will you measure the results of
the content you put out there?
1 2 3 4 5 6 7 8 9 10
21CONFIDENTIAL
Whatwere
youranswers
tothefirst
8 questions?
1 2 3 4 5 6 7 8 9 10
22CONFIDENTIAL
Whatwere
youranswers
tothelast
2 questions?
1 2 3 4 5 6 7 8 9 10
23CONFIDENTIAL
Theperfectly
right-for-your-brand
contentstrategy
meetshere
inthemiddle.
1 2 3 4 5 6 7 8 9 10
24CONFIDENTIAL
It will be
grounded
in one big,
brilliant idea
that brings your
strategy to life.
25CONFIDENTIAL
Year-over-year
growth in unique
site traffic is 7.8x
higher for content
marketing leaders
compared to
followers
(19.7% vs 2.5%). 
Website conversion
rate is nearly 6x
higher for content
marketing adopters
than non-adopters
(2.9% vs 0.5%).
Source: Crossing the Chaos: Managing Content Marketing Transformation, The Aberdeen Group
Content Leaders See Results
26CONFIDENTIAL
64%
Only 38% of companies
have a content strategy report.
Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html
38%
Yet...
Are you in the 64% that doesn’t?
Don’t let this happen to your amazing brand.
27CONFIDENTIAL
One last step:
The Mission
Statement
28CONFIDENTIAL
29CONFIDENTIAL
Great content
strategies deliver
killer results you can
take all the way to
your brand bank.

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