This presentation covers how to develop a content marketing strategy, developing content intended for the layperson and how to position the firm as a thought leader.

1. Content Marketing – How to Write
Content Intended for the Layperson
Presented By
Tarsha Polk, MBA
For AIA Dallas
June 28,2016

2. Attract More Clients and Opportunities with Power, Influence
and Authority by Leveraging Your Expertise, Social Presence,
and Local Network!

3. • How to develop a content marketing plan to reach
your target audience.
• How to educate and inform your target group that
leads to a desired action.
• How to position your architectural firm as a thought
leader.
Content Marketing

4. What is Content Marketing
“A type of marketing that involves the
creation and sharing of online material (such as
videos,blogs,and social media posts) that does not
explicitly promote a brand but is intended to
stimulate interest in its products or services.”

5. An editorial mission
statement is the purpose of
your content.
It establishes a framework
for what your content is to
achieve.
It is NOT the same is your
organization’s mission.

6. Our company (company can include anything you create,
publish and share) is where ______ audience (they can be
leads, your website visitors, followers, etc) finds
______content. (this is the topics and/or formats you deliver)
for _____ benefit. (is it informative, entertaining, useful to them)
Source: Orbit Media Studios
Example
Our membership site is where
business marketers who struggle
with having a framework, can find
tips, tools and marketing resources
so they can attract more clients
and opportunities.

9. Content Marketing Strategy
1. Objectives. Drive website traffic, establish thought-
leadership, increase social engagement.
2. Goals. Increase website traffic by 20% in Q3.
3. Tactics. Create a 3 part blog series so people will
come back and read your next post.
4. Tools.Website, social, email campaign, video.

10. Content Marketing Checklist
 Create a content strategy
 Picture your target audience
 Target market pain points
 Content marketing scavenger hunt
Adapted from the book, Content Marketing by LisaAnn Landry

11. Educate and Inform Your Target
Audience
Buyer Persona
A buyer persona is a fictional character of
your ideal customer based on market research
and real data about your existing customers.

13. Content that Leads to Action
• Relevant and valuable to your persona
• Solves their problem or addresses a pain point
• Created or delivered by an internal thought leader

15. Deliver the Right Content
 Story telling platforms:Video, Facebook live,
Periscope, website, newsletter
 Educate me platforms: LinkedIn,Video, Blog,
Slideshare, newsletter, podcast
 Fun/Exciting/Entertaining platforms: Snapchat,
Instagram, Pinterest,Video,Website, Facebook,
podcast
 Problem/solution platform: LinkedIn,Website,
Blog, Facebook, newsletter, podcast

16. Where to Find Content
• Surveys
• Highlight a case study
• Updates about the firm
• Turn speeches into posts or PowerPoint slides
• Screen shot of social posts with comments
• Embed a social post into a blog post
• Take a screen shot of a mobile text
• FAQs.Turn questions into content
• Graphical personnel bios. www.Visualize.me or
https://venngage.com/
• Research reports
• Convert your videos to mp3. YouTube-mp3.org
• Press releases

17. Position Your Firm as a Thought
Leader
When E.F. HuttonTalks, People Listen!

18. Position Your Firm as a Thought
Leader
• Be authentic
• Consistently publish blog
articles, whitepapers and
eBooks.
• Address content in your
industry or niche.
• Share your ideas and concepts
for free.
DFWAirport Club Interior,
McAfee3Architects.

19. -John Quincy Adams

20. Q&A