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Creating a content marketing strategy

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A well crafted content marketing strategy helps businesses to become discoverable, to create a loyal following, to establish a clear brand positioning and to generate leads among other benefits. This presentation is one of others to come that will provide any marketer, entrepreneur or business owner with tools to get started with a content marketing strategy.

Published in: Marketing

Creating a content marketing strategy

  1. 1. CREATING A CONTENT MARKETING STRATEGY N P   M A R K E T I N G   C O N S U L T I N G   | @ N P O R R A S H N A T H A L I A P O R R A S . C O M B Y   N A T H A L I A   P O R R A S ,   M B A
  2. 2. THE ROAD AHEAD READ ON 1 Set a foundation for CM 2 Social media distribution 3 Build a campaign 4 Measure and adjust 5. Key insights AGENDA
  3. 3. SETTING A FOUNDATION FOR CONTENT MARKETING “The best marketing doesn’t feel like marketing.“  “Content is king, but distribution is queen. And she wears the pants.“ “When creating content, be the best answer on the internet.“ Tom Fishburne, Founder and CEO Marketoon Studios Jonathan Perelman, Buzzfeed Andy Crestodina, Co-Founder of Orbit Media What is Content Marketing? What is Content Marketing?
  4. 4. SETTING A FOUNDATION FOR CONTENT MARKETING Content Marketing is the creation and sharing of content using current and highly relevant high-quality content that speaks directly to the target audience.  What is Content Marketing? What is Content Marketing? e-newsletters Blogs videos infographics and more...
  5. 5. SETTING A FOUNDATION FOR CONTENT MARKETING Content Marketing helps a brand to become more discoverable and to establish a clear brand personality. Not only does CM help to engage with followers and generate leads, but it also helps with SEO ranking What is Content Marketing? What is Content Marketing? credit: Kuno creative image Takeaway: Use content marketing when seeking to reposition a brand
  6. 6. SETTING A FOUNDATION FOR CONTENT MARKETING Traditional advertising vs. Content Marketing What is Content Marketing? How is Content Marketing different? Interruptive expensive often ignored Seeked-out by consumer educational provides value advertisingis: ContentMarketingis
  7. 7. STEPS TO BUILDING A CONTENT MARKETING STRATEGY What is Content Marketing? Build A content marketing plan Define objectives in building a CMS Know your brand's values Segment the industry and define your target audience *For more info on a CMS Framework customer acquisition loyal following brand awareness Choose your distribution channels Create a Content Marketing Calendar Measure results & adjust tactics know where your audience seeks-out content use all analytics and data to adjust your tactics What defines you? What is your story? your essence! Select topics, tone, frequency, channels, and platform for content calendar
  8. 8. STEPS TO BUILDING A CONTENT MARKETING STRATEGY What is Content Marketing? Build A content marketing plan * TO LEARN ON CONVERSION GOALS VISIT: SHORT GUIDE TO SOCIAL MEDIA ROI What is your company looking to achieve with content marketing? -Reposition a brand -Create a loyal following -Increase brand awareness -Acquire new customers -Build credibility Define your objectives Base your plan of action on these objectives The KPI's used later-on will measure all defined objectives
  9. 9. STEPS TO BUILDING A CONTENT MARKETING STRATEGY What is Content Marketing? Build A content marketing plan *For more info on a CMS Framework Know your brand's values What does your brand represent in consumers minds? Think about your story & how you're going to tell it... Innovative funLeadership Trend-setter Sustainable
  10. 10. STEPS TO BUILDING A CONTENT MARKETING STRATEGY What is Content Marketing? Build A content marketing plan 1. Segment your industry by demographics, lifestyle, income, age, ethnicity etc 2. Select which segment you will target immediately & leave aside segments that your will grow into in the near future  3. Get to know well your current target audience (or the segment you chose to target immediately) 4. Create a persona that you will target Segmentation & Targeting
  11. 11. STEPS TO BUILDING A CONTENT MARKETING STRATEGY What is Content Marketing? Build A content marketing plan Before you choose your distribution channels, you need to know these well Choose your distribution channels -How does your target audience interact with each channel? -Where does your target audience hang-out? -What are the characteristics of each channel? i.e: Visual-centric, educational/informative, fun, video-driven Questions you need to answer
  12. 12. STEPS TO BUILDING A CONTENT MARKETING STRATEGY What is Content Marketing? Build A content marketing plan A simple content marketing calendar example Frequency Tone & voice Objective Type of content Topics 2 times /wk 2 times /wk story-telling through visuals: modern, hip with a dash of sustainability laid-back & fun Corporate voice with a hint of values shining thru business focused: i.e: marketing, operations, finance i.e: "How to keep sustainability while maintaining costs down" 3 times /wk 1 time/wk Build awareness & Credibility on-brand curated articles + blog posts + some visuals Get influencers to back the brand and help to increase brand awareness sharing of content by influencers that are relevant to brand. Play on lifestyle of brand thru boards + option to buy = establish brand + drive traffic to website Infographics + pro pics+ lifestyle visuals Increase brand awareness Promoted posts + photos + curated articles + blogs relevant topics to target audience: i.e: sustainable living, environmental fashion, jaw- dropping nature places Sustainable fashion trends, environmental fashion, making a difference in the world topics Example: a fictitious online trendy environmental fashion brand sustainable fashion, events and backing of philosophies Statement making & news worthy voice.
  13. 13. MEASURE AND ADJUSTWhat is Content Marketing? Build A content marketing plan Measure results & adjust tactics Use your previously set objectives and use some Key Performance Indicators to monitor your efforts & adjust wherever necessary Some KPI's to use How many people read/download content (length of visits, number of unique visitors), SEO ranking Form completions & downloads, email subscription, blog comments Online orders, new customers Consumption metrics: Engagement & Loyalty: Likes, shares, comments, retweets, favourites, fans, pins, followers Lead Generation Lead generation metrics: Conversion:
  14. 14. KEY INSIGHTSWhat is Content Marketing? Build A content marketing plan Some key insights to apply in your Content Marketing Strategy source: sales benchmark index Apply the 4-1-1 rule
  15. 15. KEY INSIGHTSWhat is Content Marketing? Build A content marketing plan A look at your Digital Ecosystem Image source: Social Media Today
  16. 16. Need help on your road to Content Marketing? Contact-us! We're here to help

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