Digital Strategy
Guide for 2014
Part 3 – Content Marketing
Content Marketing to
• Increase brand awareness
• Educate customers
• Drive traffic to your website
• Help to convert traf...
Develop Buyer Personas
• Demographics of persona
• What is their job / role?
• What are their needs?
• What problems can y...
Create Goals
• X amount of time spent on a page
• Enquiry form submitted
• Video plays
• Referral traffic from page
Current Performance
• What content is currently aiding conversions
• If there is content that is causing a high bounce rat...
Keyword Research
• Research keywords to help content be found
• Use keywords that personas will be searching for
• Develop...
Review Competitors
• Resource areas
• News
• Blogs
• Multimedia – slides, video content and Images
Brainstorm Ideas
• Text
• Video
• Photography
• Infographics
• Technical reports
Create a Schedule
• Assign authors
• Create a 3-6 month plan
• Give deadlines for content
Add SEO
• Keywords in the body of the text
• SEO titles use relevant keywords
• Meta description written to attract viewers
Content Promotion
• Social media
• Email marketing
• Advertising – Adwords, Facebook, LinkedIn, Twitter
Reporting
• Report on your main KPIs
• Review traffic generated
• Analyse conversions and assisted conversions
Inspiration.ie
T: +353 (1) 230 3184 E: ask@inspiration.ie
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Digital Strategy Guide 2014: Part 3 Content Marketing

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In part 3 of our Digital Strategy Guide we give you the information required to start your own Content Marketing Strategy. Begin your journey today!

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  • If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
  • If your website has thin, poorly written content or backlinks that look spammy your site may be penalized by Google. The reason why is that Google has released a series of updates that influence the way its algorithm processes and ranks websites. There was two major updates of note Panda and Penguin. The Panda update focused on user experience and content while The Penguin update focused on exact match anchor text links and other techniques.
  • Thanks for watching and I will hope you will join me in part 2 of our digital marketing guide next month.
  • Digital Strategy Guide 2014: Part 3 Content Marketing

    1. 1. Digital Strategy Guide for 2014 Part 3 – Content Marketing
    2. 2. Content Marketing to • Increase brand awareness • Educate customers • Drive traffic to your website • Help to convert traffic into sales
    3. 3. Develop Buyer Personas • Demographics of persona • What is their job / role? • What are their needs? • What problems can you solve for them?
    4. 4. Create Goals • X amount of time spent on a page • Enquiry form submitted • Video plays • Referral traffic from page
    5. 5. Current Performance • What content is currently aiding conversions • If there is content that is causing a high bounce rate • The level of engagement with content topics • What content is getting shared on social media
    6. 6. Keyword Research • Research keywords to help content be found • Use keywords that personas will be searching for • Develop a list to be used in text and Meta Data
    7. 7. Review Competitors • Resource areas • News • Blogs • Multimedia – slides, video content and Images
    8. 8. Brainstorm Ideas • Text • Video • Photography • Infographics • Technical reports
    9. 9. Create a Schedule • Assign authors • Create a 3-6 month plan • Give deadlines for content
    10. 10. Add SEO • Keywords in the body of the text • SEO titles use relevant keywords • Meta description written to attract viewers
    11. 11. Content Promotion • Social media • Email marketing • Advertising – Adwords, Facebook, LinkedIn, Twitter
    12. 12. Reporting • Report on your main KPIs • Review traffic generated • Analyse conversions and assisted conversions
    13. 13. Inspiration.ie T: +353 (1) 230 3184 E: ask@inspiration.ie

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