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Create a Content 
Marketing 
Strategy Your 
Customers Will 
Love, in 7 Steps
ConvinceAndConvert.com
Content Marketing 
Isn’t New
How to keep your plants 
watered on vacation, 
circa 1910 (from U.K. 
cigarette company)
How to keep your plants 
watered on vacation, 
circa 2013 (from Lowe’s, 
via Vine video)
Content Creates 
Trust, and This Has 
Always Been True
And Trust is the Filter 
Through Which All 
Business Success 
Must Pass
Our Emphasis on 
Content is What’s New
Nearly a third of B2B 
marketers are spending 
25% of their budget (or 
more) on content 
marketing 
Content 
Marketing 
I...
Why? 
! 
The Old Ways of Marketing 
Don’t Work (like they used to)
Top-of-mind 
Awareness is Difficult 
and Expensive
Inbound Marketing 
is Only Half the 
Battle
Inbound marketing doesn’t create demand for your 
products, it simply fulfills it. Nobody goes to Google 
and says “just s...
Content Marketing 
Works if it is Useful, 
Inspirational, 
Motivational.
if 
you have a documented 
strategy
83% of B2B marketers have a content 
strategy, but only 35% have it 
documented 
Content 
Marketing 
Institute, 
2014
let’s fix that 
also, my company - Convince & Convert - 
creates killer content marketing strategic plans 
for some of the...
Content Marketing Strategy in 7 Steps 
objectives 1 
what’s your one thing? 2 
measurement 3 
audiences 4 
audience needs ...
1 
Objectives
Why are you doing 
this at all?
Is Content 
Marketing going to 
increase 
awareness?
Is Content 
Marketing going to 
increase sales?
Is Content 
Marketing going to 
increase loyalty?
Content objectives are 
all over the board. Don’t 
do that. Pick a rationale 
for content marketing 
and stick with it.
Remember: the goal is 
NOT to be good at content. 
! 
The goal is to be good at 
business because 
of content.
document this: 
Because of content 
marketing, our customers 
will _______, our 
prospective customers will 
________, and...
2 
What’s Your One Thing?
Guess what? Someone 
has already thought of 
your great idea.
What’s special 
about YOU and 
YOUR content?
It’s usually not your 
products and 
services
Your “ONE THING” is 
the soul of your 
company that shines 
through all your 
content marketing
Give yourself 
permission to make 
the story BIGGER
How to buy a used car 
infographic….from a 
locksmith!
document this: 
People will care about our 
content because of 
_______. Our content will 
inspire and motivate them 
beca...
3 
Measurement
Your objectives 
dictate your metrics
If your objective is 
brand awareness, 
you must measure 
that, not 
something else
The 4 Categories of 
Content Marketing 
Metrics
Remember: if you 
want to track 
behavior, you have 
to do something 
that is trackable
! 
! 
! 
ConvinceAndConvert.com
Don’t track 
everything. Track a 
few things that 
actually matter
document this: 
We will know our content is 
working because we will 
track _______, 
________, and 
____________.
4 
Audiences
Your objectives also 
dictate your 
audiences
Use personas to 
model your desired 
audiences
Who are they? What 
do they like? How 
do they spend their 
time? What 
influences them?
document this: 
The audiences for our 
content marketing are 
described by this persona 
(_______), this persona 
(_______...
5 
Audience Needs
What content do your 
audiences WANT 
from you? 
! 
What is Youtility for 
them?
Youtility is marketing so 
useful, people would 
pay for it 
! 
! 
! 
YoutilityBook.com (free resources)
Multiple sources to find audience 
NEEDS: 
! 
• Web analytics (popular content) 
• Internal search data 
• Search analytic...
Remember: don’t 
settle for data. 
! 
Get real insights.
Organize your 
audience needs by 
persona and 
buying stage
Awareness! 
Confirmation! 
Interest! 
Purchase! 
features 
price 
suitability 
and 
risk 
avoidance
How much content 
do you need?
Personas 
X 
Buying Stages 
X 
Questions per Stage
Personas (5) 
X 
Buying Stages (4) 
X 
Questions per Stage (5) 
= 100 pieces of content
Don’t be afraid to 
pursue 
Cooperative Content
Instagram photo posted by 
dog lover, and noticed by 
NestlePurina’s Beggin 
Strips brand
With permission, Beggin 
re-crops photo and posts 
to it own Instagram 
account
Beggin then re-crops again, 
adds watermark and 
headline, and posts to its 
Facebook page. Cooperative 
Content at work!
Employees are also 
a great source of 
Cooperative Content
document this: 
Our buying stages 
are_______, 
_______,_______ and 
______. We have listed all 
the questions our persona...
6 
Content Executions
Remember: don’t do this 
step 
out of order. 
! 
You don’t have to have a 
blog, you have to satisfy 
audience needs.
Use personas and 
audience research to 
determine optimal 
content types
What works in 
content marketing 
varies considerably. 
Content 
Marketing 
Institute, 
2014
Remember: don’t 
rely on other 
people’s case 
studies…do your 
own research
Remember: if you 
only pay attention 
to averages, you’ll 
always be an 
average marketer
Two main types of 
content executions: 
Bricks Feathers
Bricks are: 
! 
• Heavier 
• More permanent 
• More production value 
• Passed along and saved 
• Usually targeted closer ...
Awareness! 
Confirmation! 
Interest! 
Purchase! 
features 
price 
suitability 
and 
risk 
avoidance
Feathers are: 
! 
• Lighter 
• Disposable 
• Less production value 
• Usually targeted at initial stages
Awareness! 
Confirmation! 
Interest! 
Purchase! 
features 
price 
suitability 
and 
risk 
avoidance
This very 
detailed 
research 
report is a 
brick
This blog post is 
a feather
Unless personas have 
VERY clear content 
format preferences, 
consider atomizing 
content across 
multiple types
Remember: you can 
take your bricks and 
turn them into many 
feathers, in many 
places
The BBC now creates 15-second news 
stories with Instagram video. A BBC 
television broadcast is a brick. This is 
a feath...
Create a content planning 
worksheet: Date 
Format/Channel 
Author 
Description 
Persona(s) 
Audience Need(s) 
Funnel Stag...
Remember: define 
WHAT you want 
content consumers 
to do next 
!
Put your content 
strategy on a 
detailed calendar 
with views by week, 
month, quarter, year
Excel or Google docs 
at first, dedicated 
software eventually 
for calendaring
document this: 
For each audience need, we 
will create content in one or 
more ways, and will create 
a worksheet to orga...
7 
Content Amplification
The fact that you 
created some 
content does NOT 
mean anyone will see 
it (or care about it)
Remember: Content is 
fire. 
! 
Social media is 
gasoline. 
!
You must market 
your marketing and 
create a distribution 
plan for each piece 
of content
Amplification options: 
Employees’ social 
Customers’ social 
Email (internal + 
external) 
Organic search 
Paid search 
D...
document this: 
For this piece of content, 
we will amplify it with 
______, ______, and 
______.
Content Marketing Strategy in 7 Steps 
objectives 1 
what’s your one thing? 2 
measurement 3 
audiences 4 
audience needs ...
Remember: your job is 
not to make brochures 
! 
Your job is to tell 
interesting and 
informative stories.
ConvinceAndConvert.com 
how can we help you?
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
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Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.

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Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

  1. Create a Content Marketing Strategy Your Customers Will Love, in 7 Steps
  2. ConvinceAndConvert.com
  3. Content Marketing Isn’t New
  4. How to keep your plants watered on vacation, circa 1910 (from U.K. cigarette company)
  5. How to keep your plants watered on vacation, circa 2013 (from Lowe’s, via Vine video)
  6. Content Creates Trust, and This Has Always Been True
  7. And Trust is the Filter Through Which All Business Success Must Pass
  8. Our Emphasis on Content is What’s New
  9. Nearly a third of B2B marketers are spending 25% of their budget (or more) on content marketing Content Marketing Institute, 2014
  10. Why? ! The Old Ways of Marketing Don’t Work (like they used to)
  11. Top-of-mind Awareness is Difficult and Expensive
  12. Inbound Marketing is Only Half the Battle
  13. Inbound marketing doesn’t create demand for your products, it simply fulfills it. Nobody goes to Google and says “just surprise me.”
  14. Content Marketing Works if it is Useful, Inspirational, Motivational.
  15. if you have a documented strategy
  16. 83% of B2B marketers have a content strategy, but only 35% have it documented Content Marketing Institute, 2014
  17. let’s fix that also, my company - Convince & Convert - creates killer content marketing strategic plans for some of the most interesting companies in the world. ! ! ConvinceAndConvert.com
  18. Content Marketing Strategy in 7 Steps objectives 1 what’s your one thing? 2 measurement 3 audiences 4 audience needs 5 content executions 6 content amplification 7
  19. 1 Objectives
  20. Why are you doing this at all?
  21. Is Content Marketing going to increase awareness?
  22. Is Content Marketing going to increase sales?
  23. Is Content Marketing going to increase loyalty?
  24. Content objectives are all over the board. Don’t do that. Pick a rationale for content marketing and stick with it.
  25. Remember: the goal is NOT to be good at content. ! The goal is to be good at business because of content.
  26. document this: Because of content marketing, our customers will _______, our prospective customers will ________, and our business will _________.
  27. 2 What’s Your One Thing?
  28. Guess what? Someone has already thought of your great idea.
  29. What’s special about YOU and YOUR content?
  30. It’s usually not your products and services
  31. Your “ONE THING” is the soul of your company that shines through all your content marketing
  32. Give yourself permission to make the story BIGGER
  33. How to buy a used car infographic….from a locksmith!
  34. document this: People will care about our content because of _______. Our content will inspire and motivate them because of _________.
  35. 3 Measurement
  36. Your objectives dictate your metrics
  37. If your objective is brand awareness, you must measure that, not something else
  38. The 4 Categories of Content Marketing Metrics
  39. Remember: if you want to track behavior, you have to do something that is trackable
  40. ! ! ! ConvinceAndConvert.com
  41. Don’t track everything. Track a few things that actually matter
  42. document this: We will know our content is working because we will track _______, ________, and ____________.
  43. 4 Audiences
  44. Your objectives also dictate your audiences
  45. Use personas to model your desired audiences
  46. Who are they? What do they like? How do they spend their time? What influences them?
  47. document this: The audiences for our content marketing are described by this persona (_______), this persona (_______), and this persona (_______).
  48. 5 Audience Needs
  49. What content do your audiences WANT from you? ! What is Youtility for them?
  50. Youtility is marketing so useful, people would pay for it ! ! ! YoutilityBook.com (free resources)
  51. Multiple sources to find audience NEEDS: ! • Web analytics (popular content) • Internal search data • Search analytics (popular search terms) • Social listening • Sales/customer service • Customer interviews
  52. Remember: don’t settle for data. ! Get real insights.
  53. Organize your audience needs by persona and buying stage
  54. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
  55. How much content do you need?
  56. Personas X Buying Stages X Questions per Stage
  57. Personas (5) X Buying Stages (4) X Questions per Stage (5) = 100 pieces of content
  58. Don’t be afraid to pursue Cooperative Content
  59. Instagram photo posted by dog lover, and noticed by NestlePurina’s Beggin Strips brand
  60. With permission, Beggin re-crops photo and posts to it own Instagram account
  61. Beggin then re-crops again, adds watermark and headline, and posts to its Facebook page. Cooperative Content at work!
  62. Employees are also a great source of Cooperative Content
  63. document this: Our buying stages are_______, _______,_______ and ______. We have listed all the questions our personas need to move through each stage here: _______.
  64. 6 Content Executions
  65. Remember: don’t do this step out of order. ! You don’t have to have a blog, you have to satisfy audience needs.
  66. Use personas and audience research to determine optimal content types
  67. What works in content marketing varies considerably. Content Marketing Institute, 2014
  68. Remember: don’t rely on other people’s case studies…do your own research
  69. Remember: if you only pay attention to averages, you’ll always be an average marketer
  70. Two main types of content executions: Bricks Feathers
  71. Bricks are: ! • Heavier • More permanent • More production value • Passed along and saved • Usually targeted closer to decision
  72. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
  73. Feathers are: ! • Lighter • Disposable • Less production value • Usually targeted at initial stages
  74. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
  75. This very detailed research report is a brick
  76. This blog post is a feather
  77. Unless personas have VERY clear content format preferences, consider atomizing content across multiple types
  78. Remember: you can take your bricks and turn them into many feathers, in many places
  79. The BBC now creates 15-second news stories with Instagram video. A BBC television broadcast is a brick. This is a feather.
  80. Create a content planning worksheet: Date Format/Channel Author Description Persona(s) Audience Need(s) Funnel Stage Call-to-Action Measurement
  81. Remember: define WHAT you want content consumers to do next !
  82. Put your content strategy on a detailed calendar with views by week, month, quarter, year
  83. Excel or Google docs at first, dedicated software eventually for calendaring
  84. document this: For each audience need, we will create content in one or more ways, and will create a worksheet to organize content, timelines, and calls-to-action.
  85. 7 Content Amplification
  86. The fact that you created some content does NOT mean anyone will see it (or care about it)
  87. Remember: Content is fire. ! Social media is gasoline. !
  88. You must market your marketing and create a distribution plan for each piece of content
  89. Amplification options: Employees’ social Customers’ social Email (internal + external) Organic search Paid search Display ads Organice social Paid social Guest posts Earned meda (PR) Offline ads
  90. document this: For this piece of content, we will amplify it with ______, ______, and ______.
  91. Content Marketing Strategy in 7 Steps objectives 1 what’s your one thing? 2 measurement 3 audiences 4 audience needs 5 content executions 6 content amplification 7
  92. Remember: your job is not to make brochures ! Your job is to tell interesting and informative stories.
  93. ConvinceAndConvert.com how can we help you?
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Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.

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