Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Five Steps In Building A Bullet Proof Content Marketing Strategy

3,282 views

Published on

Here are the slides from my presentation at the 2016 Great Salt Lake Business Conference where I discussed the five steps in building a bullet proof content marketing strategy.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Five Steps In Building A Bullet Proof Content Marketing Strategy

  1. 1. • I’m Greg • Also know as “Shuey” • Co-founded Stryde • Husband of one, father of three… and a dog • Master fort builder
  2. 2. WE HELP BRANDS ACCELERATE GROWTH
  3. 3. PRECISE AUDIENCE TARGETING
  4. 4. One of the quickest ways to fail at marketing is not intimately knowing and understanding your audience
  5. 5. Five Components • Audience Identification/Buyer Journey Mapping • Content Mapping & Creation • The Right Sales & Marketing Mix • Email List Development • Drip Campaigns/Lead Nurturing
  6. 6. Content Marketing Is… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. - Content Marketing Institute
  7. 7. Teaching Instead of Selling
  8. 8. 60% of all purchase decisions are made before having a conversation with a sales representative - Harvard Business Review
  9. 9. 61% of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company. - Content Council
  10. 10. People spend more than 50% of their time online looking at content. - Nielsen
  11. 11. 70% of consumers prefer getting to know a company via articles rather than ads. - Content+
  12. 12. 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them. - CMO Council
  13. 13. Step 1 a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Audience Identification/Buyer Journey Mapping
  14. 14. Persona Development • How do you get the data? – Current customer surveys – Current prospect surveys – Google consumer surveys – Survey Monkey market research surveys
  15. 15. The Buyers Journey Awareness Consideration Decision Prospect is experiencing and expressing symptoms of a problem or opportunity. Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method, or approach.
  16. 16. The Buyers Journey
  17. 17. Expert Tips • You don’t have to be a market research expert • You don’t have to pay big bucks for the research to be done • Get on the phone and ask the right questions • Stay close to your customers
  18. 18. Step 2 a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Content Mapping & Creation
  19. 19. Content Mapping Awareness Consideration Decision Key Terms • Troubleshoot • Issue • Resolve • Risks • Upgrade • Improve • Optimize • Prevent Key Terms • Solution • Provider • Service • Supplier • Tool • Device • Software • Appliance Key Terms • Compare • Versus • Comparison • Pros & Cons • Benchmarks • Review Test
  20. 20. Content Mapping Awareness Consideration Decision Content Types • Analyst Reports • Research Reports • Guides & eBooks • Editorial Content • Expert Content • White Papers • Educational Content Content Types • Comparison White Papers • Expert Guides • Webinars • Podcasts • Video Content Types • Vendor Comparisons • Product Comparisons • Case Studies • Free Trials • Product Specs • Live Demos
  21. 21. How Are You Different???
  22. 22. Find the very best piece of content on the internet about a particular topic and make it 10 times better in every way, shape, and form.
  23. 23. 10x Content • Extremely positive user experience – Desktop, mobile, any device • High quality, trustworthy, useful, interesting • Totally different in scope and detail
  24. 24. 10x Content • Creates an emotional response – awe, joy, anticipation, admiration • Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources • Additional content forms – Imagery, video, etc.
  25. 25. Expert Tips • If you’re not going to create unique content, don’t bother • If you’re not going to create GREAT content, don’t bother • If you do content right, it will fuel your social media efforts as well as your SEO – So kill three birds with one stone!
  26. 26. Step 3 a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. The Right Sales & Marketing Mix
  27. 27. 19 Traction Channels • Targeting Blogs • Publicity (Traditional Media) • Unconventional PR – Contests, Handwritten Notes • Search Engine Marketing • Social & Display Ads
  28. 28. 19 Traction Channels • Offline Ads • Search Engine Optimization • Content Marketing • Email Marketing • Viral Marketing
  29. 29. 19 Traction Channels • Engineering As Marketing – Calculators, Widgets, Etc. • Business Development • Sales • Affiliate Programs • Existing Platforms – Websites, Apps, Other Networks (Huge # of users)
  30. 30. 19 Traction Channels • Tradeshows • Offline Events • Speaking Engagements • Community Building – Wikipedia, Stack Overflow, Forums, Etc. Google Search: 19 traction channels
  31. 31. Expert Tips • Find channels under utilized by competitors • Test 2-3 channels at a time • Laser focus on the core channel that is most promising & delivering the best results
  32. 32. Step 4 a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Email List Development
  33. 33. Other Ways • Referral/Forwarding Requests • Relevant Giveaways/Contests • Webinars • Request a Demo
  34. 34. Expert Tips • Constantly be thinking how to acquire more subscribers at a reasonable price. • There has to be a compelling offer or your content has to be so insanely valuable that they opt in just because.
  35. 35. Step 5 a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Drip Campaigns/Lead Nurturing
  36. 36. The Buyers Journey Awareness Consideration Decision Prospect is experiencing and expressing symptoms of a problem or opportunity. Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method, or approach.
  37. 37. Expert Tips • Segmentation is key!!! • Always ask for feedback • Provide social proof • Test delivery times and days • Mobile friendly • Tag all links with Google’s URL Builder
  38. 38. ANY QUESTIONS?

×