1. Creating Digital
Content That
Works

2. What is Digital Content?
• Anything consumable and/or shareable (not just words)
• Text content (headlines, bullets, body copy, etc.)
• Blogs
• eBooks/How-to-Guides/White Papers
• Graphics
• Memes
• Infographics
• Videos
• Slides
• Data
• Animations
• User generated content

3. What is Content Marketing?
Creating and distributing relevant and valuable
content to attract, convert and engage a target
audience in order to drive a profitable action.
• Inbound – Pull vs. Push
• Social – Distribution through social networks
• Marketing Automation – Segmented &
automated content deliver via triggers

4. Developing a Content Marketing
Strategy
• Who – Clearly define audience segments
• Why
– Audience: Tap into needs and passions
– Company: What business result are you driving?
• What – What’s the big idea that will address why?
• When – Day, time, timing between messages
• Where – Paid, Owned, Earned
• How – Creative execution & optimization

5. Customer Journey Example

6. Customer Journey Example
Trigger Consideration
Active
Evaluation
Advocacy
What does this mean?
• Website content focused on facts vs. just stories
• Give control of process (self-service vs. talk to salesperson)
• Need to provide info on prices
• Needs pics that show off facilities and info on trainers
• Social content focused on facts & results
Male, 26 years old
• Fitness enthusiast
• Thrives on intensity
and pushing limits
• Enjoys competition
and camaraderie
Hears about X3 from a
Friend
Searches for X3 on his
mobile device
• Needs convincing to
switch
• Most interested in:
• Results
• Facts & Figures:
class length, sizes
• Location /
Convenience
• Price
• Wants “hard core”
• Wants best-in-class
experience:
• Trainers
• Facilities
• Wants to understand
what X3 delivers he’s
not getting now
• Relatively quick to sign
up for a free class;
desires to choose what
he wants when he
wants it.
• Write a Review
• Refer a Friend
• Share on social
networks

7. Creating Value
• Utility
• Education
• Information
• Entertainment
• Inspiration/Motivation
SO WHAT?

8. Maslow’s Needs & Content

9. Workshop
• Teams of 4
• Pick client out of hat
• Develop a content strategy aligned with audience
and business goals
• Deliverable – 2-3 ideas for content
– Why (need it meets/value it provides)
– Where
– When
– How

10. Thanks!
e: donovan@sandboxdigital.com
twitter: @donovanpanone
blog: www.donovanpanone.com