Content Strategy Master Class - Tom Shapiro, Stratabeat
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Content strategy is the process of planning, creating, distributing, and measuring content to achieve specific marketing and business goals. In this Master Class, learn how to develop a strong strategy that guides your content to maximum business impact. During the session, you’ll uncover the power of a content portfolio and different types of content hubs. You’ll go beyond the basics in understanding the type of content that beats AI-generated content, attracts traffic, differentiates your brand, and drives audiences to action. And you’ll see why micro strategies can make all the difference in achieving content that unleashes growth for your business.
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Content Strategy Master Class - Tom Shapiro, Stratabeat
- 1. Content Strategy Master Class MASTER CLASS Tom Shapiro CEO STRATABEAT, INC. BOSTON, MA ~ JUNE 12 - 13, 2023 DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland
- 2. Content Strategy Master Class Tom Shapiro, CEO, Stratabeat | DigiMarCon New England 2023
- 3. A Plan is Not a Strategy
- 4. A Calendar is Not a Strategy
- 5. A Budget is Not a Strategy
- 7. 11 Keys to a Powerful Content Strategy
- 9. Why It’s Critical to Document Your Strategy • 64% of the most successful B2B content marketers have a documented strategy • In comparison, merely 19% of the least successful B2B content marketers have one • On the B2C side, although 70% believe that content marketing has become more important to their business, only 37% have a documented content marketing strategy • 71% of B2C content marketers do not feel that their content marketing is very successful or extremely successful. Source: Content Marketing Institute’s and MarketingProfs’ 13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends and 13th Annual B2C Content Marketing Benchmarks, Budgets, and Trends.
- 10. How Are You GOING TO WIN?
- 11. If you aim to have a real strategy, This is a Critical Step
- 12. Content Goals • Many content marketing teams set goals incorrectly • Some have only vague content goals • Others focus on lag goals • You need BOTH lag goals and process goals • Lag goals set the direction • Process goals clearly define the steps you need to take to hit your ultimate goals
- 13. Which Playing Field? B2B • Enterprises? Mid-sized companies? Small businesses? Start-ups? • Geography • Vertical • Audience segments • Cost • B2C • Geography • Age • Lifestyle • Personas • High-end vs. low-end of market
- 14. Competitive Advantage • What problems do you see that no one else does? • How will your content stand out? • How is your content better than the competition? • Why will they choose your content among all the options in Google? • When they read or view your content, why will they remember it? • How will your content drive them to action?
- 16. Think of a Financial Portfolio
- 17. Build a Content Portfolio You content should serve various objectives: • Expanding reach • Increasing organic visibility • Growing organic traffic • Enhancing brand perception • Clarifying your differentiation • Demonstrating your brand personality • Attracting top talent • Increasing MQLs • Nurturing the pipeline • Enabling sales • Building brand affinity • Etc.
- 18. Build a Content Portfolio You content should address each stage of the customer journey: • Above the Funnel • TOFU • MOFU • BOFU
- 19. Build a Content Portfolio You content should come in different formats: • Blog posts • Articles • Videos • Podcasts • Data visualizations • Online tools • Webinars • Etc. • How-to • What Is… • Interviews • Listicles • Trends • Comparisons • Opinion pieces • Etc.
- 25. Metadata.io Content Portfolio • Resource library • Blog • Playbooks • Case studies • ROI study • Online university • Slack community • Videos • Podcast • Events • Competitor comparisons • Analyst reports
- 27. Dig Deep into Audience Insight • Interviews (customers, executives, SMEs, etc.) • Surveys • Website data • Search data • Online content data • Sales call recordings • Social listening • Customer journey mapping
- 28. 8 Hours of Customer Interviews!
- 29. Ilya Repin’s painting An Unexpected Visitor Alfred Yarbus’ Eye Tracking Studies
- 31. Elements of a Content Audit • Current inventory of content • Assess what to keep, update, merge, or delete • Customer journey gap analysis • Competitor analysis • Competitive gap analysis
- 33. Creativity is the ONLY Aspect of Your Business That CANNOT be Commoditized
- 34. According to McKinsey, the most creative companies outperform peers financially
- 35. According to a Tenovos study, 100% of the marketing executives surveyed confirmed that creativity considerably improves top-line revenue and bottom-line profits
- 36. What Percentage of Your Time is Dedicated to Creativity?
- 44. Stratabeat Books “If your lead gen needs a Red Bull, Tom’s book is here.” — Ann Handley, Chief Content Officer at MarketingProfs and bestselling author
- 45. Methods to Beat AI-Generated Content
- 46. Beating AI Content • With the explosion of AI-generated content, we’re going to be awash in mediocre, me-too content • AI content generators learn from existing content (and ultimately from AI-generated content itself) • It will be a sea of sameness • To stand out and win in Google and to win with your audience, you should focus on NEW, UNIQUE, DIFFERENTIATED INSIGHTS
- 49. The Value of Content Atomization • Broaden your reach • Appeal to different learning types • Achieve more efficient marketing • Extend your campaigns over a longer time • Achieve higher content ROI
- 50. SAP’s Digital Chop Shop
- 57. CTA Testing
- 58. Effective CTA Framework • Multiple CTAs per page • Align CTA with the stage of the customer journey • Behaviorally-triggered CTAs • A/B testing of CTAs
- 59. IP Detection
- 65. Measurement & Reporting • Align on goals • Define your KPIs • Configure dashboards • Conduct monthly analysis • Conduct quarterly strategy reviews
- 66. Build a Content Marketing FLYWHEEL
- 67. Summary
- 68. Document the Strategy How Will You WIN? Build a Portfolio Understand Your Audience Conduct an Audit Creativity Beat AI-Content Atomization Increase Conversions Promotion Measure Content Strategy Framework