How to Create a Financial Content Strategy that Works

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Here are 11 tips for creating a successful financial content strategy that I presented at Content Marketing World 2013.

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How to Create a Financial Content Strategy that Works

  1. 1. @kevinrcain #cmworld Developing a Financial Content Strategy that Works Kevin Cain Director of Content Strategy, OpenView Venture Partners
  2. 2. @kevinrcain #cmworld A Quick Introduction… Managing Editor Director of Content Strategy Lowly Minion Writer/Editor Senior Writer/Editor Copyeditor
  3. 3. @kevinrcain #cmworld A Quick Introduction… Posts 3,000 eBooks, Reports & Case Studies 50 Fans 20,000 Page Views 140,000 Views on YouTube 125,000 Subscribers 25,000
  4. 4. @kevinrcain #cmworld Director of Content Strategy Managing Editor Content Marketing Specialist
  5. 5. @kevinrcain #cmworld
  6. 6. @kevinrcain #cmworld What I’ve Learned (So Far)
  7. 7. @kevinrcain #cmworld 1. Get Sharply Focused Make Your Best Current Customer Your Target Start with One Segment Look for Your Best Customer in that Segment
  8. 8. @kevinrcain #cmworld OpenView’s Target Segment OpenView’s Target Buyer B2B software companies At the expansion stage ($2 million to $20 million in annual revenue) Selling to North American customers Founders / CEOs Key board members and investors Key management team members
  9. 9. @kevinrcain #cmworld Unaware Research PurchaseInterestLeverage Point Leverage Point 1. Get Sharply Focused Concerns Motivations Needs Pain Points Buyer Characteristics Buyer Journey
  10. 10. @kevinrcain #cmworld 2. Hire a Managing Editor Excellent writer and editor Project manager Knows SEO Online marketing experience Social media enthusiast Analytics guru Strategist
  11. 11. @kevinrcain #cmworld 3. Build a Content Creation Community InfluencersFreelancers Co-workers Fans, Followers & Subscribers
  12. 12. @kevinrcain #cmworld 3. Build a Content Creation Community
  13. 13. @kevinrcain #cmworld 3. Build a Content Creation Community InfluencersFreelancers Co-workers Fans, Followers & Subscribers
  14. 14. @kevinrcain #cmworld 4. Create High-Impact Content Reflects Your Deep Understanding of Your Buyers Optimized For Search Drives Conversions Promotes Engagement And Virality Demonstrates Your Brand Aspirations
  15. 15. @kevinrcain #cmworld 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!
  16. 16. @kevinrcain #cmworld 4. Create High-Impact Content 2,200 votes over 263 Tweets 240 Likes 18Comments
  17. 17. @kevinrcain #cmworld 5. Repurpose, Repackage, and Recycle
  18. 18. @kevinrcain #cmworld 5. Repurpose, Repackage, and Recycle
  19. 19. @kevinrcain #cmworld 6. Focus on Conversions Download Now Sign Up Free Trial Like Tweet This
  20. 20. @kevinrcain #cmworld http://openviewpartners.com/newsletter/ Sign Up for Our Newsletter
  21. 21. @kevinrcain #cmworld 7. Amplify Your Content Through Multiple Points of Contact Website Social Media Industry Influencers Partners for Co-Marketing Paid Channels Campaigns Relationship MarketingTexts, E-mails, Calls, Etc. E-newsletter Content
  22. 22. @kevinrcain #cmworld 7. Amplify Your Content Through Multiple Points of Contact
  23. 23. @kevinrcain #cmworld 8. Establish a Content Rhythm Daily 2-3 Blog Posts 1 Article Weekly 3 Videos 1 Podcast Quarterly 2 eBooks 5 Webinars2 Reports 1 Case Study 1 Infographic
  24. 24. @kevinrcain #cmworld 9. Institutionalize Your Content Marketing
  25. 25. @kevinrcain #cmworld 10. Measure What You Do Content Delivery Content Creation Impressions Conversions Web Performance
  26. 26. @kevinrcain #cmworld 11. Hold Frequent Retrospectives
  27. 27. @kevinrcain #cmworld To Recap… 1. Get Sharply Focused 2. Hire a Managing Editor 3. Build a Content Creation Community 4. Create High-Impact Content
  28. 28. @kevinrcain #cmworld To Recap… 5. Repurpose, Repackage, and Recycle 6. Focus on Conversions 7. Amplify Your Content Through Multiple Points of Contact
  29. 29. @kevinrcain #cmworld To Recap… 8. Develop a Content Rhythm 9. Institutionalize Your Content Marketing 10. Measure What You Do 11. Hold Frequent Retrospectives
  30. 30. @kevinrcain #cmworld Check Out our New eBook About Content Marketing www.contentfactoryebook.com
  31. 31. @kevinrcain #cmworld Q & A

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