Content Marketing Strategy - Copy and Check (B2B)

1. Your Company www.company.com
How we do content strategy at
Copy and Check

2. Copy and Check
Strategy Outline
1. Understand the company
Understand who the company is , where
they’ve been and what they hope to
achieve in the future.
From step 1 to step 6.
6
5
4
3
2
1
2. Understand the
customers
Understand their current and prospective
customers. Learn their desires and pain-
points.
3. Understand the
competition
What do the competition currently do? In
what ways can we create content that
exceeds theirs?
4. Use learned data to create compelling content
Use the data from steps 1-3 to come up
with a plan for content that will attract,
engage and convert.
5. Evaluate the performance of said
content
With every piece of content produced, tie it
back to the overarching KPIs and goals to
ascertain its performance.
6. Double down on what works, iterate
what didn’t
Take an honest view of the work
produced and see what could be done
to improve and what aspects should
continue as they are.
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3. Copy and Check
The Four C
Strategy Process
Company Customers
3
CompetitorsContent

4. Copy and CheckCopy and Check
CEO
Work with the client to understand who the company is, how they operate and what they ultimately want to achieve
Marketing
Manager
Sales
Associate
Marketing
Associate
Sales
Manager
4
Understanding the Company

5. Copy and Check
Set Company Expectations
Output
Key Deliverables
Both the client and the agency should come to an understanding of how the other works and what deliverables they should
expect.
input
Timeframe
Key Objectives
Provide agency with buyer personas
Establish what you hope to get out of this
relationship
Align insights and expectations
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6. Copy and Check
Customers
Who are they? (Buyer personas)
What pains do your customers have? What do
they want to achieve in the future?
Combine conversations with the client plus external research to gain a deeper understanding of who the customers are
What value can we add?
How can we get our customers from where they are now to where they want to be in
the future? What messaging do we need to create to support that goal?
What do they do? (vertical they operate in)
Which verticals are most important to target and
how much do we currently know about these
verticals?
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7. Copy and Check 7
89%
Male
78%
user facebook
100% facebook
80% twitter
Analysis
Find out what the current industry trends are.
Understand the nuances of their market and how it
operates.
Email
50%
Social
50%
Blog posts
30%
What channels is this
audience receptive to
Channel, Demographic, Industry Research
Analyse current market, channels and industry trends

8. Copy and Check
Competitor Analysis
Hypothetical Client
Conduct competitor analysis to see how our client compares
Competitor 01
Analyse their strengths and weaknesses.
Compare this to our own client
Competitor 04
Analyse their strengths and weaknesses.
Compare this to our own client
Competitor 02
Analyse their strengths and weaknesses.
Compare this to our own client
Competitor 03
Analyse their strengths and weaknesses.
Compare this to our own client
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9. Copy and Check
Competitor Research
Where they promote
Where do they share their content? What
groups are they a part of?
For each competitor look at the following:
Strength and weaknesses of
their content
Objectively how strong is their content.
How many words do they write? How
often do they publish?
Look at their
SEO focus
What keywords do they target? Do they
rank for them? Why?
What they write
Look at the format of their content as well
as the topics they cover
Their messaging
What sort of messaging does the
competitor offer their customers. How
does it differ from our clients
Who they target
Who do they target? Are they targeting
C-level customers or associates?
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10. Copy and Check
Keyword Research
Current ranking
keywords
See what keywords the company already
ranks for and note these down (including
their positions)
Understand what keywords the client already ranks for and identify future opportunities
Sort by intent
Think about the intent of the customer
and come up with a list of keywords
you’d like to target.
Discover new
keywords
Use software to find out opportunities for
keywords to rank for based on their
competitiveness
Optimise content
Optimise the current content to
accommodate improving current
rankings and ranking for new keywords
01 03
0402
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11. Copy and Check
Content Gap Analysis
Customers
Finding opportunities where content has a high chance of succeeding
Competitors
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Opportunities
What type of content
does their competition
produce?
Here we find
opportunities to
create content we
know our customers
want but our
competitors haven’t
created yet.
From our customer
research, what are our
customers biggest pain
points?

12. Copy and Check
The Three E
Production Process
Execution Evaluation
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Engagement

13. Copy and Check
Creating Lean Content
Explaining the process
This process allows us to use research to
decide what to write about. Once the content
has been produced, we’re able to clearly
match the results to the KPIs to see whether
the content should be amplified and
repurposed or improved.
Process for creating content that consistently performs well by iterating on what could be improved and doubling down on what went
well
Research
Promote
Create
Analyse
Amplify & Repurpose
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Engagement Plan
Emails
We’ll outline our strategy for email and how we’ll use those
to nurture customers further along the sales funnel
Based on our research, we’ll outline where we plan to put our efforts to ensure enough of your target audience engage with your
content.
Blog posts
We’ll create a schedule for blog posts to drive traffic,
encourage consideration and convert customers.
PR
We’ll identify crucial PR placements to seek out to spread
your company’s message further.
Social
We’ll present a social strategy for how we’ll use that content
to drive traffic and awareness to your business
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Content Reports
2017 content
Charting the performance of the content
in 2017
Provide the client with a report as to how their content has performed, what we’ve learnt and what we’ll do (stop doing) moving
forwards
0 50 100 150 200 250
April
May
June
July
2018 content
Matching this performance to the content in
2017
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16. Your Company www.company.com
Thank youCopy and Check