Discover the core marketing capabilities you need to be successful with content marketing

1. Chasm Ink Content Marketing Services
C O N T E N T M A R K E T I N G
S E R V I C E S
1
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C O N T E N T M A R K E T I N G
C A P A B I L I T I E S Y O U N E E D T O P L A Y T H E G A M E

2. Chasm Ink Content Marketing Services 2
A C C E L E R A T E Y O U R J O U R N E Y
W I T H A T R U S T E D P A R T N E R
a t C h a s m I n k d e v e l o p i n g a n d m a n a g i n g c o n t e n t m a r k e t i n g
c a p a b i l i t i e s i s w h a t w e d o

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C u s t o m e r - c e n t r i c
B r a n d S t r a t e g i e s
Audience segment personas
mapping to the customer lifecycle
Strategy mapping to lifecycle
stages including:
• Brand KPIs, positioning,
messaging, and outcomes
• Customer behavior, influence
strategies
• Publishing, production,
promotional mix
T a r g e t e d C o n t e n t
S t r a t e g i e s
Content laddering up to audience
brand objectives
Customization by customer
segment and lifecycle stage
Management of niche production
sources such as :
• Brand journalists and
researchers
• Producers and curators
• ‘Community managers and
field experts
I n s p i r i n g C o n t e n t
P r o d u c t i o n
Great papers, guides, studies
and testimonials
Smart videos, imagery, data-
visuals and infographics
Social blogs and network posts
Branded entertainment,
education and podcasts
C O R E C O N T E N T M A R K E T I N G C A P A B I L I T I E S
Y O U R O R G A N I Z A T I O N S H O U L D H A V E …

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C o n t e n t A c t i v a t i o n
a n d P r o m o t i o n
Reach that spans across digital
channels
Regular customer conversation
engagement
Behavioral analytics and insight
Marketing lead nurturing and
qualification
P u b l i s h i n g w h e r e ,
w h e n a n d h o w e a c h
s e g m e n t w a n t s
Distribution to conversion pts.: online,
mobile, sales, resellers, events
Enabling accessibility across digital
devices and print media
Providing a fresh and relevant content
generation machine
Continual improvement with detailed
KPIs, ROI, and analytics
C o n t e n t a u d i t i n g a n d
o p p o r t u n i t y a n a l y s i s
Audience, competitive, and
marketing performance analysis
Content inventory and audit
Opportunity or problem
identification

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C U S T O M E R - C E N T R I C B R A N D
S T R A T E G I E S

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60% of successful content marketers have a
documented content strategy or leader
Y O U R C O N T E N T M U S T
R E F L E C T A U D I E N C E
E X P E C T A T I O N S T O
A C H I E V E M A X I M U M
M A R K E T I N G R E S U L T S
T h e s t r a t e g y n e e d s
e x p e r i e n c e , r e s e a r c h &
t r a n s l a t i o n i n t o
a c t i o n a b l e t a c t i c s

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6 7 % o f m a r k e t e r s t h i n k
a u d i e n c e i d e n t i f i c a t i o n a n d
t a r g e t i n g i s a t o p n e e d
S E G M E N T
P E R S O N A L I F E -
C Y C L E M A P P I N G
B a s e d o n a u d i e n c e s e g m e n t
r e s e a r c h , a s t o r y i s d e f i n e d f o r
t h e i d e a l c u s t o m e r i n a p e r s o n a
T h e i r s t o r y i s e x p a n d e d f o r e a c h
s t a g e a c r o s s t h e i r j o u r n e y

8. Chasm Ink Content Marketing Services 8
S E G M E N T
P E R F O R M A N C E
M E A S U R E M E N T ,
P O S I T I O N I N G &
M E S S A G I N G
O b j e c t i v e s a r e a l i g n e d a n d
K P I t a r g e t s a r e e s t a b l i s h e d
b y l i f e - c y c l e s t a g e
T a r g e t e d b r a n d a p p r o a c h e s
a r e d e f i n e d i n t h e s a m e w a y

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O U T C O M E - B A S E D
A U D I E N C E
S E G M E N T
S T R A T E G I E S
A p p r o a c h e s t h a t i n f l u e n c e
c u s t o m e r b e h a v i o r t o w a r d s
d e s i r e d o u t c o m e s a r e d e v e l o p e d
E x . s o t h e y m o v e l i f e c y c l e s t a g e s
t o w a r d s c o n v e r s i o n o r p u r c h a s e
• Starts with driving engagement and awareness
• Move them through each customer stage

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P R O D U C T I O N
M I X E S
A v a r i e t y o f t a r g e t e d c o n t e n t
t y p e s a r e s e l e c t e d t o b e
r e l e v a n t , e n g a g i n g a n d f r e s h
Common content types
• White papers
• Blogs
• Infographics
M o s t s u c c e s s f u l c o n t e n t
m a r k e t e r s u s e a n d a v e r a g e o f
1 4 c o n t e n t t y p e s
• Videos
• Articles
• Testimonials

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P R O D U C T I O N
S O U R C I N G
A r o s t e r o f p r o d u c e r s
s p e c i a l i z i n g i n d i f f e r e n t
f o r m s o f t h e c o n t e n t m i x a r e
i d e n t i f i e d a n d m a i n t a i n e d
• Brand journalists
• Field experts
• Community Managers
• Researchers
• Curators
• Producers

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T I M E , V O L U M E
A N D F R E Q U E N C Y
P L A N N I N G
H o w m u c h , w h e n a n d h o w o f t e n
a n a u d i e n c e n e e d s c o n t e n t i s
d e t e r m i n e d a n d a d d e d t o a n
i n i t i a l e d i t o r i a l c a l e n d a r .
For example:
• Daily 1-3 pieces
• 8am, 11am andor 4pm
6 0 % o f m a r k e t e r s u s e c o n t e n t
m a r k e t i n g o n a w e e k l y b a s i s

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P U B L I S H I N G
M I X E S
P l a n b y s e g m e n t w h e r e
c o n t e n t w i l l l i v e a n d e n s u r e
t h e y ’ r e “ c o n t e n t r e a d y . ”
• Website
• Social media
• Mobile apps
• Events

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P R O M O T I O N A L
M I X E S
G e t y o u r c h a n n e l s “ c o n t e n t
r e a d y , ” s o y o u c a n t e l l t h e
a u d i e n c e s e g m e n t a b o u t i t
• Social
• Email
• Search
• Ads
9 1 % o f e m a i l u s e r s h a v e
u n s u b s c r i b e d f r o m a c o m p a n y
e m a i l t h e y p r e v i o u s l y o p t e d i n t o

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T A R G E T E D C O N T E N T
S T R A T E G I E S

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70% of marketers lack a consistent or integrated
content strategy.
A U D I E N C E S E X P E C T
C U S T O M C O N T E N T
T h e y d e m a n d w h a t t h e y
w a n t w h e r e , w h e n , a n d h o w
t h e y n e e d i t

17. Chasm Ink Content Marketing Services 17
C O N T E N T
A L I G N E D T O
A U D I E N C E
G O A L S
G u i d a n c e i s c r e a t e d t o e n s u r e
a u d i e n c e s e g m e n t ’ s g e t
m a x i m u m v a l u e f r o m c o n t e n t
C o n t e n t t y p e s a n d s u b j e c t s a r e
l a d d e r e d t o b r a n d o b j e c t i v e s
T h e e d i t o r i a l c a l e n d a r i s
u p d a t e d a c c o r d i n g l y

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C O N T E N T
C U S T O M I Z E D
B Y L I F E -
C Y C L E S T A G E
A d d i t i o n a l g u i d e l i n e s f o r
a d d r e s s i n g h o w t o c r e a t e
e f f e c t i v e c o n t e n t a r e g i v e n

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I N S P I R I N G A N D E F F I C I E N T
C O N T E N T P R O D U C T I O N

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65% of large companies are outsourcing content
Poor knowledge and training for 60% of those
challenged by content marketing the most
K E E P C O N T E N T U N I Q U E ,
V A L U A B L E & F R E S H
C r e a t i n g s u f f i c i e n t q u a l i t y
c o n t e n t w i t h e n o u g h v a r i e t y i s
a n e v o l v i n g t a r g e t

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C O N T E N T
P R O G R A M
M A N A G E M E N T
A s c a l a b l e f r a m e w o r k f o r
g e n e r a t i n g f r e s h , t a r g e t e d
c o n t e n t i s d e v e l o p e d
T h e e d i t o r i a l p r o c e s s i s
s t r i c t l y f o l l o w e d t o e n s u r e
q u a l i t y c o n t e n t i s p r o d u c e d
P e o p l e s p e n d m o r e t h a n
5 0 % o f t h e i r t i m e o n l i n e
w i t h c o n t e n t

22. Chasm Ink Content Marketing Services 22
S T O R Y & D A T A
B A S E D V I D E O
A N D V I S U A L S
B r a n d s w h o u s e i n f o -
g r a p h i c s g r o w i n t r a f f i c a n
a v e r a g e o f 1 2 % m o r e
• Product demos
• Info-graphics
• Data-visualization
• Story-based imagery
D e t e r m i n e h o w t o s c a l e t o
e f f i c i e n t l y p r o d u c e :

23. Chasm Ink Content Marketing Services 23
A R T I C L E S ,
B L O G S A N D
S O C I A L P O S T S
5 8 % o f c o n s u m e r s t r u s t
e d i t o r i a l c o n t e n t
J o u r n a l i s t i c , t a r g e t e d
c o n t e n t i s c h u r n e d o u t
r e g u l a r l y t o s t a y c o n n e c t e d
t o a u d i e n c e c o n v e r s a t i o n s

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B R A N D E D
E N T E R T A I N M E N T
A N D E D U C A T I O N
P o s t s w i t h v i d e o s a t t r a c t
3 x m o r e i n b o u n d l i n k s t h a n
p l a i n t e x t p o s t s
• Videos
• Podcasts
C o n t e n t t h a t e n g a g e s i s u s u a l l y
e n t e r t a i n i n g o r e d u c a t i o n a l i n
n a t u r e . I t i s n o t p r o m o t i o n a l .
C o n t e n t t y p e s m i g h t i n c l u d e :

25. Chasm Ink Content Marketing Services 25
R E S E A R C H ,
P R O D U C T A N D
C U S T O M E R
E X P E R I E N C E -
B A S E D C O N T E N T
• White papers
• Case studies
• Reviews
• Testimonials
5 8 % o f c o n s u m e r s t r u s t
e d i t o r i a l c o n t e n t
C o n t e n t v a l u e w i l l b e i n c r e a s e d
b y p r o d u c i n g u n i q u e r e s e a r c h
a n d i n s i g h t i n t h e f o r m o f :

26. Chasm Ink Content Marketing Services 26
C U S T O M P U B L I S H I N G F O R
T A R G E T A U D I E N C E S

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E n s u r e t h e s e l o c a t i o n s a r e
c o n t e n t m a r k e t i n g r e a d y
Almost 80% of people’s online time is on social channels
where content can be shared
P U T C O N T E N T W H E R E I T
C A N M A K E A N I M P A C T

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D I S T R I B U T I O N
T O C O N V E R S I O N
P O I N T S
• Online
• Offline
• Retail
• Sales
• Resellers
• Events
P u t c o n t e n t w h e r e i t m a k e s a
q u a n t i f i a b l e d i f f e r e n c e ( e . g .
w h e r e c o n v e r s i o n h a p p e n s )
• Websites
• Social profiles
• Partner sites

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E N S U R E
A C C E S S I B I L I T Y
A C R O S S D I G I T A L
D E V I C E S A N D
P R I N T M E D I A
A s d e v i c e s a n d f o r m s o f
m e d i a e x p a n d , c o n t e n t i s
b u i l t t h a t c a n a d a p t
7 5 % o f s m a r t p h o n e u s e r s
w a t c h v i d e o s o n t h e i r p h o n e s

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C O N T E N T A C T I V A T I O N A N D
T A R G E T E D P R O M O T I O N

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B r a n d s m u s t d i r e c t p e o p l e
t o c o n t e n t t h e n c o n t i n u a l l y
b r e a t h l i f e i n t o i t
Almost 80% of people’s online time is on social channels
where content can be shared
C O N T E N T S T R U G G L E S T O
D O M U C H B Y I T S E L F

32. Chasm Ink Content Marketing Services 32
T A R G E T E D
R E A C H A C R O S S
D I G I T A L
C H A N N E L S
P r o m o t i o n s a r e e x e c u t e d t o
c o n n e c t t a r g e t a u d i e n c e s w i t h
c o n t e n t a c r o s s c h a n n e l s l i k e :
• Email
• Social media
• Digital advertising

33. Chasm Ink Content Marketing Services 33
C O N T E N T
C O N V E R S A T I O N
E N G A G E M E N T
T w o - w a y d i s c u s s i o n s a r e
s t i m u l a t e d a n d e n g a g e d t o
c r e a t e r e l a t i o n s h i p s w i t h
p o t e n t i a l c u s t o m e r s

34. Chasm Ink Content Marketing Services 34
L E A D
N U R T U R I N G A N D
Q U A L I F I C A T I O N
C o m p a n i e s e x c e l i n g a t l e a d
n u r t u r i n g h a v e 5 0 % m o r e s a l e s
r e a d y l e a d s a t 3 3 % l o w e r c o s t
F o r B 2 B b r a n d s , a s p o s s i b l e
l e a d s a r e r e v e a l e d , a
r e l a t i o n s h i p i s d e v e l o p e d a n d
c o n v e r s i o n p o t e n t i a l a s s e s s e d .

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C O N T E N T O P P O R T U N I T Y
A N A L Y S I S A N D A U D I T S

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I t ’ s b e t t e r t o r e l y o n a
f r a m e w o r k f o r o p t i m i z a t i o n
v s t h e p e r f e c t s t r a t e g y
D e t e r m i n e w h e r e t o f o c u s
a t t e n t i o n o v e r f i x i n g
e v e r y t h i n g a l l a t o n c e
Y o u ’ l l f i g u r e o u t t h e w i n n i n g
c o m b i n a t i o n o v e r t i m e
D O N ’ T U S E A S H O T G U N T O
A I M C O N T E N T A T I T S
O B J E C T I V E . E X P E C T
M I S S E S I N T H E
B E G I N N I N G .

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P E R F O R M A N C E
A N A L Y S I S
D i g i t a l m a r k e t i n g g o a l s a n d K P I S
a r e a s s e s s e d i n r e l a t i o n t o t h e i r
t a r g e t s t o u n c o v e r o p t i m i z a t i o n
f o c u s o p p o r t u n i t i e s
7 3 % d o n ’t t r a c k c o n t e n t
u t i l i za t i o n e f f e c t i v e l y

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C O N T E N T
I N V E N T O R I E S
A N D A U D I T I N G
P a s t o n l i n e c o n t e n t m a r k e t i n g
a c t i v i t y i s c o m p i l e d a n d
a s s e s s e d f o r w h a t ’ s b e e n
w o r k i n g a n d w h a t h a s n ’ t
7 3 % d o n ’t t r a c k c o n t e n t
u t i l i za t i o n e f f e c t i v e l y

39. Chasm Ink Content Marketing Services 39
C A P A B I L I T Y
A S S E S S M E N T S
C o n t i n u a l l y i m p r o v e c o n t e n t
m a r k e t i n g m a t u r i t y l e v e l s
T o o l s a n d r e s o u r c e s a r e
a s s e s s e d f o r t h e d e m a n d s o f
m o d e r n c o n t e n t m a r k e t i n g
L e v e r a g e m a r k e t i n g t e c h n o l o g y
b e t t e r t o b e m o r e e f f i c i e n t
5 3 % h i g h e r c o n v e r s i o n
f o r B r a n d s u s i n g
m a r k e t i n g a u t o m a t i o n
• Content production
• Content management
• Marketing automation
• CRM (sales automation)

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A U D I E N C E A N D
C O M P E T I T I V E
A N A L Y S I S
C o n t e n t m a r k e t i n g t a c t i c s
a u d i e n c e s e x p e c t a r e a n a l y z e d
a n d o p t i m i z e d
C o m p e t i t o r s f o r t h e a u d i e n c e ’ s
a t t e n t i o n t o c o n t e n t m a r k e t i n g
e f f o r t s a r e a n a l y z e d

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O P P O R T U N I T I E S
A N D P R O B L E M
I D E N T I F I C A T I O N
I n s i g h t s a r e c o l l e c t e d f r o m
t h e a n a l y s i s a n d p r i o r i t i z e d
b y R O I p e r i o d i c a l l y

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D O E S Y O U R O R G A N I Z A T I O N P E R F O R M
T H E S E C A P A B I L I T I E S ?
H O W W E L L ?

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C O N T A C T : M A T T H E W C H A S E | @ M A T C H A S E
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