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Content Marketing Strategy Templates


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38 Great Content Marketing Templates; including

• Competitive Analysis
• Value Proposition Determination
• Buyer Persona Development
• Buying Stage Question & Answer
• Content Asset Evaluation
• Content Gap Evaluation
• Content Mapping
• Downloadable Content Checklist
• Keyword Discovery
• Keyword Refinement
• Website Content Evaluation
• SEO On-page and Off-page Checklists
• Paid Search Ad Content
• Landing Page Content
• Landing Page Offers
• Blog Editorial Calendar
• Blog Promotion Checklist
• Email Marketing Content
• Email Marketing Execution
• Lead Nurturing Content Map
• Lead Nurturing Flow Activity (for Marketing Automation)
• Content Promotion Checklist
• Social Media Content Calendar
• Content Development Plan
• Webinar Checklist
• White Paper, Case Study Checklists
• Video Marketing Checklist
• Press Release Checklist

Published in: Business, Technology
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    When some of it for the spanish market? Emerging market in content curation as you know ;)
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Content Marketing Strategy Templates

  1. 1. What Is This?• A unique set of content marketing templates and checklists that you can utilize immediately to begin, enhance, or optimize your current content strategy.• Each template includes a brief introduction, and key points are explained, but this is mostly about jumping in and just doing it!• This is an Action Plan; templates to plan, write, promote, and optimize content for lead generation and sales!
  2. 2. What Do I Get?• Planning Templates: Situation Analysis, Competitive Analysis, Value Proposition, Buyer Personas, Content Mapping• Lead Generation Templates: Keyword Research, Paid Search Ads, SEO, Website Content, Landing Pages• Lead Nurturing Templates: Email Marketing, Nurturing Flow Development• Content Calendars: Blogging, Social Media, Content Promotion• Content Itself: Blogs, White Papers, Webinars, Case Studies, Videos, Press Releases• And More!
  3. 3. First; What is Content Marketing? “Content marketing is the art of understanding exactly what yourcustomers need to know, and delivering it to them in a relevant andcompelling way to grow your business” Joe Pulizzi, Founder Junta42,Content Marketing Firm“Content marketing is the art of creating, curating, and distributingvaluable content, combined with the science of measuring its impact onawareness, lead generation, and customer acquisition” The Grande Guideto B2B Content Marketing from Eloqua “Content marketing is the creation and sharing of content for thepurpose of promoting a product or service” Marketo“Content marketing is the process of communicating relevantmessages to specific target audiences and personas throughout theirindividual buying cycles with the goal to inform, educate, and persuadeprospects to eventually become sales due to the expertise and thoughtleadership you present in a timely, frequent, and orderly manner” PaulMosenson, NuSpark Marketing (me!)
  4. 4. Quality Content…..• Develops trust • Drives traffic • Educates and by providing to websites informs as buyers with and landing the lead info that helps pages; develops, the them make persuades fuel of a decisions and prospects to robust lead reducing convert via nurturing organizational forms program risk
  5. 5. The First TemplateWe get started with our first template; a checklist covering an overview ofwhat good content marketing is. This checklist gives an overview of whatmakes good content marketing. By following these content marketingprinciples, you’ll be on your way to turning your business into a leadgenerating machine.Of upmost importance:•Create a topic that is interesting, problem-solving, and represents yourbrand•Summarize with a key take-away and call-to-action for conversion•Content should be shareable; that means appealing, relevant, andcontains key benefits•Have a plan for conversation; engage audiences and provide timelyfeedback•Measure via relevant business KPIs and conversational measures
  6. 6. Non-Promotional Relevant to Your Reader Answers a Business Question Well-Written Organized Has a Purpose Supports Your Company Brand Credibility; Builds Trust Provides Proof of ExpertiseAssists Buyers Through Purchase Cycle Think Like a Publisher Be Committed Understand Needs of Prospects Have an Editorial Plan Make it Interesting Keep it Fresh Make it Findable on Search Engines Consider Syndication Call-to-Action Measureable Shareable
  7. 7. Situation AnalysisThis is where you start. Fill in the blanks on the following templatecovering your firm’s business challenges, goals, and marketconditions. The comment field is for any additional issues andnotes that affect your answers to each question on the template.By understanding or re-evaluating the market conditions you gainan overview of the work that needs to be done to update yourmessage and approach for lead generation with contentmarketing.
  8. 8. Question Answer CommentWhat Are Your Key Business Challenges?What were your most successfulproducts/services over the past year andwhy?What were your least successfulproducts/services over the past year andwhy?What Are Your Competitive Advantages?What Are Your Competitve Disadvantages?
  9. 9. Question Answer CommentDescribe Your Companys Mission in OneSentence.. Why Do You Exist?What Is Your Value Proposition and How DoYou Prove It?Does your firm have any financialconstraints when it comes to increasinginbound marketing and demand generationexpenditures?What Market Conditions Exist That SupportYour Growth Plans?What Market Conditions Exist That HinderYour Growth Plans?
  10. 10. Competitive AnalysisFill out a template for each of your competitors, and compare theirplace in the market and approaches to yours. This will helpdetermine or reassure your positioning in the marketplace, or findnew opportunities we can focus on.
  11. 11. Question Competitor Your FirmWho Is Your Competitor for this Analysis?What Is Your Geographic Target?What Industries Do You Serve orEmphasize?What Is Your Brand Reputation?How Are Your Key Products/ServicesSimilar?(Attributes, functionality, pricing)
  12. 12. Question Competitor Your FirmHow Do Your Key Products/Services Differ?(Attributes, functionality, pricing)What Elements on Their Website StandOut as Compared to Yours?(visuals, content downloads, calls-to-action, case studies, testimonials, etc)What keywords does the competitor use ontheir page titles and meta descriptionscompared to yours? (Right-click Mouse,Click “View Source” and scan the code ofthe home page)What Marketing tactics have you seen fromyour competitor? (print, mail, email, paidsearch, banners, content giveaways,webinars, video)Does the competitor have a blog that’sfrequently updated and a robust socialmedia presence? (Check Twitter, Facebook,Google+ activity)
  13. 13. Why Prospects Buy From YouWhy do prospects buy from you rather than your competitor? Whatmakes you different? We now look at your own product or products,and evaluate what problems they solve, and what makes yoursolutions unique. By identifying these early on, they become theunderlying themes throughout your messaging. In essence, we’redeveloping or substantiating your value proposition.
  14. 14. Solution/Product/Service What Needs It Solves Why Should Prospects Buy It Why Buy It From You
  15. 15. Target Audience, Buyer Persona, and Content MappingNext, we need to identify who your target audiencesare, what needs they have, what challenges they face,and how you can help solve their business problemswith content. • Target audience; who your solutions are intended for • Buyer persona; what their needs are; and what their buyer behaviors are • Content mapping; the method of matching relevant content to each of your personas throughout their buying cycles
  16. 16. Target Audience; Buyer PersonaWe need to understand not just who the profiles of your prospectsare, but what they face in their jobs, what challenges they have,and then how they research solutions. Each question on thetemplate leaves room for a primary answer and a secondaryanswer.Some of the information will take some digging; speak to yourcurrent customers- talk to sales- listen to social media activity-read articles and posts that pertain to your audience, read whatyour competitors are saying, network with key audiences.
  17. 17. Question Primary Answer Secondary AnswerIndustry & Job TitleRole :Key Decision-Maker, Influencer, BuyerKey Job ResponsibilitiesWho Does He Sell To? Titles, Industries,SizeHow Is His Job Measured?(sales, efficiency, productivity, results, ROI)
  18. 18. Question Primary Answer Secondary AnswerBusiness Needs( improve efficiency, better management,increase department ROI, more sales,upgrade technology)Job Frustrations & How They CurrentlyManage it(Older technology, lack of efficiency, toomuch effort; not enough time, lack ofresources, lack of support)Drivers to Purchase(Budget, departmental improvement,benefits, cost-savings, productivityopportunity)Media Habits and Usage(What do they read, what content theyconsume, how do they research, socialmedia usage, what keywords they use)Typical Buying Cycle (Months betweeninterest to purchase)
  19. 19. Persona Q&AEach persona will have a number of questions as it pertains to their buying stage and expectations whenreading content. By answering the questions prospects may be asking, you get ideas and topics forcontent development.Stage 1: Early stage questions are more informational and educational focused.Stage 2: Mid-stage questions focus more on evaluation and risks; audiences are looking to solve specificproblems now.Stage 3: Later stage questions focus on validation and specific solution needs. They’re getting ready tobuy.Examples:Title: COOStage 1: How will this contribute to revenue growth? Will this make me more competitive versuscompetition? Is this issue impacting my industry?Stage 2: What specific needs does this solve? Which solution provides the most value? What are mysolution options?Stage 3: How long will it take to implement the solution? Have you done this for similar firms?Title: CIOStage 1: How will this affect our current infrastructure? How does this make what we do more efficient?What If I stay status-quo?Stage 2: Which firms provide the most expertise that pertain to my needs? What do my peers say? Arethere any risks if I change?Stage 3: How good is the customer support? How do I manage the transition?Give it a shot. By knowing the questions your prospects may ask; it gives us huge hints on how todevelop content that serves their needs.
  20. 20. Buying Stage Questions/Challenges Answers/Solutions How does this information affect my business?Early Stage Questions What are the benefits of buying/updating/changing? How do I know the vendor can solve my business challenges?Mid-Stage Questions Which vendors/solutions satisfy my needs and why? How do I know the vendor can solve my business challenges?Later Stage Questions
  21. 21. Content MappingNow we take all of this knowledge of your solutions and targets, and mapthe messaging toward each persona’s buying stage. First, we’ll review whatyou already have, then identify new topics. This part will take some timeand effort in order to prepare content topics for every buying phase.Each topic must have a purpose, whether it be educational, showcasingexpertise, or supporting evidence that builds additional credibility. Thecontent mapping templates include a column on Content Purpose if you wishto utilize it to identify the focus of the content:• Education• Expertise• EvidencePotential formats can include white papers, webinars, case studies, articles,blog posts, videos, eBooks and more.By the way, if a content asset targets multiple personas; that’s fine, as longas the research supports it, and each persona uses the same language.
  22. 22. Matching Content with Buying StageTo help guide you on which buying phase to map your content, follow this guide:Awareness: The prospect has begun the research phase but is not actively pursing change yet. Present industryviews, address business problems in your industry, introduce innovations, educate on processes.Inform and educate your prospects. Your messaging with influence prospects that they indeed have aneed.Need Identification: Prospects are now educating themselves further on their needs and how change will affecthis firm. Focus more on problem-solution content. Begin introducing your solution but make sure your contentcontinues to educate and use industry stats and trends to support your position. Clearly explain the benefits ofchange.Research: The audience is now firmly aware of the need and is now researching potential solutions. You contentneeds to demonstrate your expertise. Showcase your solutions; show how you solution solves problems and reducesrisk. Combine education with your solution.Reassurance: The business case for change has been established in the prospects’ mind. Continue to show yourexpertise. Showcase demos. Introduce case studies. Compare yourself with competitors. Prove to your audiencethat you have the expertise and experience.Validation: Your firm is now being considered. Continue to showcase your knowledge and thought leadership, andmake sure your website content supports your value. More Case studies, testimonials, and promotional offersreside here.Use your best judgment when mapping content. Think about your prospect and provide a logical order ofpresenting your content that makes sense. You’re telling a story that begins with education and ends in persuasion.
  23. 23. Buying Stage Current Topics/Assets Content Purpose Current FormatAwarenessNeed IdentificationResearchReassuranceValidation
  24. 24. Buying Stage Topics Content Purpose Potential FormatsAwarenessNeed IdentificationResearchReassuranceValidation
  25. 25. Final Content MapOnce we know what content we have, what content needs to be refreshed,and what new content is needed, we need to summarize all this. So thistemplate is a combination of the existing content with new content and willact as a master list of the assets. Using this template is a must whenplanning lead nurturing and drip email campaigns which will be addressedagain later.Remember to match up each topic with a planned format or formats (theycan be repurposed), such as white paper and webinar.Also, this IS a template. Your final map will be longer and more extensive bythe time you’re all finished. Again, organize each map by persona.
  26. 26. Buying Stage Topics FormatsAwarenessNeeds IdentificationResearchReassuranceValidation
  27. 27. Downloadable Content ChecklistWhen you are performing a content audit, it’s one thing to havesome content that can be continued to be used to driveengagement, but it’s also good practice to audit that specific pieceof content and make sure it’s useful, it’s quality, and it’s findable.That’s what the next template will do. Review your current content,and make notes as action items if changes need to be made.
  28. 28. Item Yes /No Next Step/ Action Needed Is the Content Useful to the TargetPersonas?Is the Content Accurate and Up-to-Date?Is the Content Written or ProducedProfessionally?Is the Content Easy-to-Read/View andOrganized?Is the Content Being Used?(Check analytics and sharing metrics)Does the Content Have Relevant Keywordsfor SEO?Is the Content Interesting and Engaging?Can the Content be Repurposed in OtherFormats?Does the Content Include SharingElements for Social Media?Does the Content Include Meta-Data forOnline Publishing?
  29. 29. Keywords and SEONow that you know what you do, what makes you unique, whoyou’re marketing to, and what content your prospects need to makepurchase decisions, those audiences need to find you. The goal is toget them to your website so they can see how you solve theirbusiness problems. The next section will showcase templates for:– Keyword research; determining what words/phrases your prospects use to find you on search engines– SEO. Integrating the keywords into the website front end and back end
  30. 30. Keyword ResearchKeyword research is both an art and a science. Every SEO company has their ownmethods in determining the best keywords for your content. Most use the same tools;but it’s how you interpret those tools is where the art comes in.That being said, the right keywords provide the seeds to all of the content you produce.With the correct keywords, the following occurs: •Your website content relates to the needs of your target audience which drives engagement and turns them into leads. •Your prospects are attracted to your firm; your leads are persuaded to consider your firm; your sales opportunities are convinced to purchase. •Your content is found on Google and other search engines when prospects research symptoms of their problems and solutions to their needs. •A foundation is determined as a basis for social media, blogs, and other articles and messages that contribute to your brand and the problems you solve.
  31. 31. Keyword TemplatesThe following four templates begin the keyword research process. Utilizing online tools andplatforms streamline the process; but at the end of the day, you have to feel right as thosekeywords relate to your solutions and how buyers look for you.1. Keyword DiscoveryBegins the process of determining what is, and should be the keywords that support your solutions.For search and SEO, keep in mind “it’s not what you do- it’s what your prospects search for.”2. Keyword RefinementKeywords and phrases change throughout purchase cycles. Refining terms take your basic “seed”terms and extend them into “long-tail” terms that are more relevant. Example: “lead generation”is a seed word for me, and “b2b lead generation” or “paid search for leads” are refined orcomplementary.Early funnel long-tail terms are more informational: “lead generation ideas” “improving leadgeneration”Mid funnel long-tail terms are more into the consideration phase: “lead generation firms” “leadgeneration tools”Later funnel long-tail terms are terms that denote ready to purchase: “lead generation prices”“best lead generation tools.” The term may even be the name of your firm.You’ll want to use your best judgment. Google’s keyword tool can help with suggestions.
  32. 32. Keyword Templates3. Keyword Determination From the list of complementary terms into this template, you can now rate your keywords as a step toward determining the best words for SEO. Rank each category from 1 to 3.Relevancy: How relevant are the terms to your business. Example: “B2B lead generation” is a 3 on the relevancy scale for me, but a term “B2B marketing” may be a 2, since it’s so broad. Because I am in Philadelphia, the term “b2B marketing Philadelphia” becomes a 3 for relevancy.Specific: This category measures how specific a keyword term is to your business. “B2B lead generation” is relevant but not specific. A high rank specific term would be “B2B lead generation firms” or “Content marketing lead generation.”Competitive: Using Google’s Keyword Tool, a measure of keyword competitiveness is shown. Keywords with low competition get the highest 1-3 rank. This is the easiest method to measure keyword competition. By adding up the 3 levels, you can determine those keywords that are not just relevant to your solution via the purchase funnel, but also most likely to appear highly on search engines.4. Keyword for SEO Finally, you want to make sure that your selected words are indeed searched for a decent amount of times each month. The final template, in conjunction with Google’s keyword tool or a paid tool, will compare monthly searches for your terms with the total pages that Google indexes with those terms. By dividing the monthly searches with the Google index, the outcome is an SEO competition ratio. The higher the ratio, the more likely your search term can be optimized.
  33. 33. Item Results Internal Brainstorming. What does your productdo and what business needs does it solve?External Sources. Industry trades, articles, socialmedia channels. blogsCurrent Content and WebsiteCompetitive Website Content and Meta Data(keywords, meta descriptions)Analytics data – keyword referrersResearch from customer surveys andconversation; confirm the Buyer Language alignswith your messages and content
  34. 34. Funnel Stage Base Terms Complementary TermsEarly Buying PhasesMiddle Buying PhasesLater Buying Phases
  35. 35. Keyword/Phrase Relevance (1-3) Specific(1-3) Competitive (1-3)
  36. 36. Keyword/Phrase Monthly Searches Google Indexed Pages Ratio
  37. 37. Keywords and Websites: SEONow that the keyword research has been done; it’s time to implement thekeywords into your website or landing pages. The templates that followbasically represent a content audit of your website. With regard to contentmarketing, there’s two phases of SEO:•On-page optimization. These are the elements visibly seen by a prospect.•Off-page optimization. This is the site structure and meta tag informationneeded to remind the Google bots that your website is about your keywords.It’s the meta page description that shows when a user searches for yourfirm or solution. Called a snippet, it should easily communicate your benefitswith the primary SEO keywords within the text.The templates that follow begin with entering each major content URL ofyour website. A column for action items exist to summarize what changesneed to be made, otherwise you can make notes on tweaks that need to bedone within the fields of the templates. In essence, it can also act as achecklist as well.
  38. 38. Body Copy: Content length- Compelling Headlines, sub- between 400-800 wordsCurrent Page URL headlines with keywords Easy to Scan; Bullet-points ideally
  39. 39. Current Page URL Keywords in Images (Alt tags) Keywords in Page URL On-Page Action Items
  40. 40. Page Description with primary Title Tag includes primary keywords and under 75Page URL keywords characters Off-Page Action Items
  41. 41. Overall Website ExperienceCreating a compelling message structure drives engagement andcontributes to increased conversions. Even though this eBook isfocused on content, navigational and usability factors all are equalcontributors to the user experience. Thus, the next template is achecklist that covers the most important factors that determine asuccessful website experience.
  42. 42. Content-Message Content-Attributes Major Usability Points Headings Clear and Descriptive Consistent Font Styles & Colors Logo Placed Prominently and Clickable Most Important Content Above Fold Emphasis Used Sparingly (Bold, Good Text-to-Background Contrast Underline, Italics) User Benefits Stressed Organized Logically Tag Line Communicates Purpose Timely and Relevant No Typos or Grammatical errors Clear Path to Company InfoToo Much or Too Little Information on a Font Size and Spacing Easy to Read Navigation Labels Clear & Concise Topic Reflect Your Brand Voice Credibility Sections: Testimonials/ Case Easy-To-Find Calls-To-Actions Studies Written In a Consistent Style Easily Scan-able Links are Consistent & Easy to Identify
  43. 43. Paid Search; Clicks and Conversions Now we shift to content marketing and paid search. Generating quality leads through paid search requires the following to occur: • The keywords prospects query on search engines must be related to the content of your ads, or prospects won’t click. • The keywords prospects query on search engines, and the message in your ad text, must be related to the content of your landing pages, or prospects won’t convert. The templates that follow cover writing compelling ads for paid search, then how to write or audit landing pages that convert visitors into leads.
  44. 44. Ad GroupsGoogle Ad groups are tightly knit groupings of keywords that fall under the sametheme. Clicks occur when ads include the keywords within them. Ad groups fall intocampaigns. Campaigns are the products/solutions you are selling.To develop the ad groups; it’s best to align those groups with the content offers and thebuying phases. Here’s an example of how to develop this.Campaign: Lead GenerationEarly Buying Phase: Informational Ad Group Content Sample Keyword Paid search Early Free eBook Paid Search StrategyMid Buying Phase: Evaluation Ad Group Content/Offer Sample Keyword Paid search Mid Free Demo Paid search toolsLater Buying Phase: Validation Ad Group Content/Offer Sample keyword Paid search Late Free Trial Paid search reviews
  45. 45. Buying Phase Ad Group Content Offers or PromotionsInformational Content: Funnel EntranceEarly Buying PhaseEvaluation Content: Mid-Funnel LevelMid-Buying PhasesValidation Content: Later-Funnel LevelLater-Buying Phase
  46. 46. Writing Search Text AdsOnce the ad groups are structured, it’s time to write the ads. I suggest writing adsbefore you add keywords do the group. Why? It’s the ads that will determine whatkeywords to use, because the keywords you select must be within the ad for betterrelevancy. So if there are synonyms or related words that describe your solutions, it’sbest to create unique ad groups for each related keyword term or keyword category.For example, Terms such as Pay-per-click, paid search, and Adwords do not belong inthe same ad groups even though they are similar. I call them keyword themes. Byusing themes, it will help you know how many specific ad groups you will actually need,and how many ads to write. Ads should always be tested, so I suggest two ads per adgroup, focusing on a different benefit. All ads should focus on a key unique benefit orfeature, and a strong call-to-action for lead generation.Example Ads:Ad Group: Paid Search Tools Ad Group: Pay-Per-Click SoftwareAd: Ad:Paid Search Tools Pay-Per-Click SoftwareDo paid search more effectively, Save Time & EffortLearn How; Free Guide Improve ROI; View DemoKeyword Theme: “Paid search” Keyword Theme: “Pay-Per-Click”
  47. 47. Ad Group Name & Keyword Compelling Headline Key Benefit/Feature Call-to-Action/Offer Theme 25 Characters 35 Characters 35 Characters
  48. 48. Conversion Landing PagesWhether it’s paid search, social media, online advertising, or emailmarketing, your landing pages must be optimized to persuade yourprospect to share their email address in exchange for content oroffers. Whether your landing page is within a website, a microsite,or a single page, all conversion optimization efforts apply. Everylanding page must be aligned to your message that attractedaudiences to it in the first place.In addition to your landing page; you should have a simple “ThankYou” page in order to measure conversions . This page can alsopromote additional content assets and offer audiences the option tojoin your social media networks.
  49. 49. Landing Page Message PlanThe first thing to do is assess your landing page needs. Usethe next template to align your campaigns and ad groups(for paid search) with your target audiences and messagethemes.If you’re thinking about A/B split tests, this is the perfecttemplate to get you thinking about what content andmessages are worth testing.
  50. 50. Campaign Name / Ad Group Targets/Personas Topic/Theme Key Messages/Benefits
  51. 51. Landing Page CTANext, you want to determine your CTAs or call-to-actions.For lead generation, it’s not just what your offer is, but howto promote that offer and convince audiences. Testing is keyhere as well. You may list either one or multiple CTAstatements. CTA statements should be clear, consistent,persuasive, create urgency and offer value.Test statements such as:Download Free Paper NowLimited Time Free TrialGet 10% Off NowLearn More ImmediatelyWatch DemoTry for Free
  52. 52. Landing Page Name/Version Content Download, Event, or Offer Call-To-Action Statements
  53. 53. Landing Page ChecklistThe next template allows us to review the key elements of aproperly programmed landing page and make updates ifneed be.
  54. 54. Landing Page Element Yes/No Action ItemsHeadline Message Matches Ad orCampaign intentEmotionally Persuasive ContentEasy to Click CTA with Minimal Effort-Above the Fold Too Trust Content- Endorsement andTestimonialContent Focus on Value & Benefits- Nottoo Long (4-5 benefits max)If Exists, Embedded Video Short (15 sec)and Works on all BrowsersContent Easily Laid Out and IncludesBullet-Point BenefitsLook/Feel Attractive, Simple, andFocusedWeb Form Short (5 fields at most) withMinimal Required Fields.Analytics Code Installed on Page andThank You Page as well as anyConversion Code on Thank You Pages
  55. 55. BloggingNow we move on to blogging. A blog is an ideal complement toyour website. Blogs provide a number of benefits for leadgeneration:•Provides fresh content; a true SEO benefit•Establishes you and your firm as industry and thought leaders•Builds new traffic to your website•Allows a platform for dialog with your readers•Ability to cross-sell or generate leads with sidebar offers•Useful as a lead nurturing tactic via email marketingThe first thing is to build an editorial calendar, and that meansdeveloping a topic list.The first template includes some ideas and strategies to help theidea process.
  56. 56. Industry Research Reformat Press Release Showcase How-To” Videos Discuss Industry Problem Repurpose Case Study Review a Book or Article Interview Industry Leader Find Guest Posts Discuss a Specific “How-To” Cover Industry Events and Shows Discuss Future Trends Tips & Tricks Promote Your Content (Tactfully) Ask Questions to Readers Review Unique ToolsGive an Opinion on an Industry News Event Make a List (Top 7 Reasons) Provide an Informative Industry Guide Monitor Social Media for Ideas Repurpose Existing Content Comment on Someone Else’s Blog
  57. 57. Blog TemplatesThe following briefly describes 3 more templates for your blogstrategyBlog Development ChecklistOnce you have drafted a list of ideas, follow the checklist templateas a guide t o make sure your post is on target strategically, issearchable, includes keywords, and engages audiences.Blog CalendarThen, plan your posts on a quarterly editorial calendar. Thetemplate assumes there are multiple writers, so posts can beassigned to each writer with a deadline for submission.Blog Promotional ChecklistThe final blog template is a checklist to make sure your blogs arepromoted properly through various channels
  58. 58. Blog Element Yes/No Action ItemsPersona Target or TargetsPurpose of the PostSEO Keywords to Include in Title,Content and Meta TagsPost Title that Denotes UsefulnessFirst Sentence- Hook Readers to ReadMoreKey Points To Get Across (List up to 3)Relevant Photo or GraphicDo the Links in the Blog Work?Does the Blog Link to About Us andContact Info?RSS and Subscription Feeds Visible?Social Media Sharing WidgetsFinish Blog with a Question or a Requestfor CommentsPost Categories
  59. 59. Post Date Topic Assignment Deadline
  60. 60. Tactic Yes/No Action ItemsPublish on Facebook. (Social RSS,Networked Blogs Most Popular)Promote on Twitter (Using URLshorteners). Post at Different Times andDaysPromote on LinkedIn and Google+ asstatus updates. Share with Public,Circles, GroupsPromote in E-newsletters and EmailCommunicationComment on other Blogs and DirectAudiences to Your Blog LinkCreate Relationships with ContentSyndication Sites for Increased ReachMake Sure Social Bookmarking Sites areEasily Found for Each PostBlog Links Should be Presented on anyLead Generation Thank You pageNew Blog Posts can be Promoted on YourHome PageUse URL Shortener analytics and GoogleAnalytics to Measure Blog Reach,Shares, and Performance
  61. 61. Email MarketingEmail Marketing is another key part of content strategy. There .are many factors that determine a successful campaign. Only bytesting the multitude of elements can campaigns be optimized.Two templates cover email marketing:Content Strategy: Subject lines, calls-to-action, and thecontent itselfExecution Strategy: List purchase and segmentation, landingpages, metrics and measurement, deployment strategy.
  62. 62. Item Yes/No Action ItemsSubject Line: Concise; Urgency, TestMessages and Track OpensContent Focus: Relevant, Interesting,and TimelyTest Personalization if AppropriateContent Clear, Concise, and To-the-Point: Scan-able Content BlocksTest Offers, Measure, Optimize forFutureSimple, Clear Persuasive Call-to-ActionStatement- Above FoldSpam Terms Eliminated- Follow Can-Spam ComplianceSocial Media Sharing Buttons IncludedSimple Unsubscribe Process IncludedInclusion of Appropriate Graphics, WhiteSpace and Look/Feel that AttractsReaders
  63. 63. Item Yes/No Action ItemsHave Your Goals Defined: Purchase,Lead Generation, Web Traffic.Subscribers. Have KPI Goals PreparedList Management: Which Segments toSend to; Does Your Message Pertain toThose Segments?Is Your Landing Page Focused on theSpecific Email Campaign?Plan and Test Various Days/Week, Timeof Day for Deployment; Track MetricsPurchased Lists; Buy From ReputableSource; Ask About Frequency ofUpdates; Allow Opt-In mechanismsMeasure KPIs; Open Rate, Click ThroughRate, Conversion Rates by eachVariable; Measure ROITest Email on Mobile Devices andBrowsersMake Sure Links in Email Work and areTagged Properly for AnalyticsRemove Bounce and Bad EmailsImmediately
  64. 64. Lead Nurturing Implementation Lead Nurturing is the practice of maintaining contact with leads not ready to buy immediately by offering relevant content through a variety of channels (mostly email), and guiding those leads into becoming opportunities. Lead Nurturing increases sales-ready leads, shortens sales cycles, and reduces opportunity leakage (leads that leave your funnel). Through the distribution of ongoing quality content, eventually your leads will be sales-ready (they will be identified as qualified via lead scoring). Lead Nurturing involves two types of email marketing campaigns: •Drip: These are planned email campaigns scheduled on an ongoing basis. Timing of drip campaigns depends on your business goals. If a prospect engages in content, I like to send a drip campaign 15 days later. For an inactive prospect, I like to send a drip campaign monthly. In reality, the timing of a drip nurture all depends on the nature of your business, feedback from sales, and your own feel on how often your prospects want to see your emails. •Trigger: These are emails that are sent when certain events occur, like content downloads, page visits, or registrations. Trigger emails allow almost real-time communication, and thus are automated based on prospect behavior. Lead Nurturing is best executed via Marketing Automation (Which I addressed via an older eBook and available on the NuSpark Marketing website). Since this a content marketing action eBook and not a theory eBook, we’ll get right to implementing all that content we have developed based on the content maps I presented earlier.
  65. 65. Lead Nurturing DesignThe next series of templates will begin the process of developing your leadnurturing plan via Marketing Automation. Many Marketing Automationplatforms vary in functionality, but all share the basics of building lead flows;or the distribution of content in a strategic order by buying phase, fromawareness to validation. These are basic but will give you an idea of how todevelop a simple nurturing flow. It’s not easy, and does take some logicalthinking to develop an ideal nurture flow. Always be testing.As a prelude to building lead flows, it is assumed (if not call us!) that thefollowing has occurred:•Marketing and Sales have agreed on how a sales-ready lead is defined.•There is a lead scoring system in place so that content can be distributed toleads. that continue to be qualified throughout the purchase funnel.•There is a qualification process to separate “names” from “qualifiedprospects.”•You have a marketing database cleaned and segmented.•The buyer personas have been identified and there’s a wealth of contentassets, posts, and articles ready to be housed within the MarketingAutomation platform.•Lead Activity is tied into the CRM so that Sales are alerted when leadsengage with content so that follow-up calls can be made.
  66. 66. Lead Nurturing Flow SetupFirst thing to do is to recap your personas and the list of content assets thattarget those personas, in order of buying phase. We suggest you start withstage 2 content, Needs identification, since initial Awareness content is whatbrought prospects to convert into leads in the first place. Your awarenesscontent should be housed in Marketing Automation anyway as a strategy tore-activate initial leads who do not respond to next phase emails.Then, you will identify the name of the email campaigns that will distributethat content. Email campaigns can be named by the landing page/contentcampaigns or however you wish to identify the purpose of the content email.Email campaigns need to be written, be short, be focused, and include aneasy-to-spot link to your content.The first template also has a field for email subject lines. Subject lines needto be clear, direct, and communicate what the email is about. Subject linesare ideal for testing because the Open Rate is the most important metric toanalyze as well as links clicked within emails.
  67. 67. Content Asset Email Campaign Subject Line
  68. 68. Lead Nurturing Flow ActivityThe next two templates show the start of what happens when certain conditionsoccur. With Marketing Automation, conditions like website visits and pages viewscan affect lead score and content distribution activity, but for now, we look atengagement due to the drip email campaigns.The previous template showed you your list of email campaigns/content assets.When you build your lead flows, you need to assign the content in the order youwish but by order of buyer phase. As stated earlier, once a prospect downloads orregisters for awareness content, you will also need to assign a pause of a certainamount of days. You might want to send those prospects the next drip emailcampaign within a week to sense any further engagement (and warmer leads!).So the next two templates showcase this kind of activity:•Positive activity (meaning an open email AND a download/register), days topause, then the next activity, which should be a an email campaign/content assetthat strategically comes next in the flow. Remember, we’re telling a compelling,persuasive story via email!•Negative Activity (meaning the content was not clicked or read by the prospect),days to pause, then the next activity you assign, either the same content with anew subject line, or a new same-stage content asset.(If we’re getting technical, contact me!- (610) 604-0639)
  69. 69. Email Campaign Days to Pause Next Action
  70. 70. Email Campaign Days to Pause Next Action
  71. 71. Content Promotion PlanLike the blog promotion checklist presented earlier, yourcontent can be promoted via a number of channels.Prospects are always in various stages of their buyingcycles, so it’s fine to promote content that targets all buyingphases. The template is categorized by social media, paidmarketing, and other channels.
  72. 72. Social Media Paid Media Other ChannelsLinkedIn Status-Personal and Company Paid Search Email via Newsletters PageGoogle+- Personal and Company Page Online Display Banners PR Outlets (i.e. PRWeb) Facebook Business Page Newsletter Sponsorships Bloggers Twitter Posts Email List Purchase and Deployment Trade Shows YouTube or Vimeo if Video Direct Mail Content SyndicationOther Targeted Social Media Channels Traditional Media Your Own Blog
  73. 73. Social Media Content CalendarBecause of all of the myriad of channels and formats, it is helpful to utilize a social media calendarto organize posts and the promotion of your content. Our own monthly template that followsincludes the following fields:•Category: This is a top-line way to organize content themes. Examples of categories areindustry news, problems-solutions, trade show/events, entertaining posts, product posts.•Topic: This is the specific detail that describes your own content you are promoting, or contentthat needs to be found via other channels worth sharing.•Post Format: Simple- is it simple posts, images, videos, slides, or longer-form articles/blogs•Keyword/Hashtag: For SEO, this represents the primary keyword that should be included in thepost headline or description. For Twitter, what is the main hashtag to use.•Channels: Which social media channels will feature the post. For Twitter, can include how manyTweets planned.•Landing Page URL: The URL of the blog or landing page that houses your content.•Tracking Link: A list of unique links, via URL shorteners like and or Google’s custom URLbuilder for Google Analytics so that content can be tracked by topic and by channel.•Post Date: The planned date for posting.
  74. 74. Landing TrackingCategory Topic Post Format Keyword/Hashtag Channels Page URL Link Post Date
  75. 75. Content Development PlanWhen we develop content, we need to make sure the content fits into our clients’ overallcontent marketing strategy. The content development template that follows makes surecontent managers stay on course. The fields are:•Topic: What the content will be about.•Purpose: What is the goal of the content. What is the Call-to-Action? Download? Register?Thought Leadership?•Buying Stage: Where the content fits within the funnel. Explained earlier.•Format: Will this be a white paper, case study, webinar, eBook, or another format? Howmany pages estimated?•Planned Channels: It’s good to know if the content was to be on your website, or promotedthrough social media, email,, and paid search.•Related Needs: Reminds us if new landing pages, emails, or registration forms need to bedeveloped along with the content. Also a note if custom artwork, graphics, or photography maybe needed.•Keywords: A reminder on the primary keywords to be incorporated within the content.•Due Date: When it’s needed.
  76. 76. Topic Purpose Buying Stage Format Planned Channels Related Needs Keywords Due Date
  77. 77. Demand Generation ContentAnd now, the content itself. Content that attracts prospects; Content that converts theminto leads; Content that transforms them into sales via nurturing.The following three templates cover:Webinars: A before-during-after checklistDownloadable, sharable content: A combination template with a checklist for whitepapers, eBooks, and case studies.Video Marketing: Another before-during-after checklist
  78. 78. Before During After Choose Your Audience & Persona Rehearse Prepare Exit Poll or Survey; Gauge Opinions Choose a Compelling Topic that Multiple Speakers; audience remains Upload to; shows on Addresses a Business Challenge attentive LinkedIn tooPromote Value on Webinar Landing Page Dynamic Content; Speak “Human” Follow-up with Email or Calls, Email includes link to Recorded Webinar.On Signup Form; Profile Audience- May Engage Audience; Polls, Q & A, Chat House your Webinar on your Website Need to Tweak Content Based on Audience Enable Social Sharing on Thank You Short Slides; Bullet Points; One Idea Per Do a Summary Blog Post Page Slide Promote via Email and Social Media Present Case Study or Industry Data Record Webinar; Send to Prospects Send Reminder Emails to Registrants Call-to-Action on Last Slide; Offer, Lead Score Prospects in Marketing Contact Info Automation
  79. 79. White Paper eBook Case Study Authoritative Style Casual Style Get Customer PermissionTopic: What Problem Are Your Solving? Topic: What Problem Are You Solving? Keep Customer Involved Write in a Personable, but Compelling Follow an Outline- Conduct Accurate Research Style Problem/Solution/Results Specific “To-the-Point” Title Have fun; Images- Animation, but focused Hook Audience with Compelling Title Write an Organized “Story” Follow an Outline; Stay Organized Tie in Benefit With Your Solutions Include SEO keywords for Search Keep the Target Audience in Mind Ensure Customer is Typical of Your Engines Target Market Use Bullet Points for Clarity Consider Narration/Audio option Include Lessons Learned Source Subject Matter Experts Include Call-to-Action and Offer Reward Customer with Framed or Printed Copy Professionally Designed Professionally Designed Professionally Designed; Graphs., Charts Promote via Social Media, Ads, PR, Promote via Social Media, Ads, PR, Email Promote via Social Media, Ads, PR, Email Email Utilize on Landing Page for Leads Utilize on Landing Page for Leads Utilize on Landing Page for Leads Place on Website Resource Section Place on Website Resource Section Place on Website Resource Section
  80. 80. Before During After Describe the Purpose/Goal Look Professional Use Quality Editing Software like Camtasia, Windows Movie Maker Review the Target Audience Consider Teleprompter; But Use Bullet Points; Connect YouTube Channel with Facebook, Twitter, Don’t Read Google+ for Sharing Video Length (less than 2 minutes ideal) Use Quality HD Video Camera and Tripod; Camera Upload Video Carefully and Optimize Title and should have External Mic feature Description with Those Keywords Plan a Call-to-Action to Track Conversions Use Lavaliere Mic for Best Sound Quality, and 3- Embed Links to Your Website or Newsletter. Point Lighting (Consult a Pro) Wordpress has Plug-ins That Can HelpReview the Keyword research to Tag and Describe Be Conversational but Compelling Besides YouTube Distribute on other Video sites the Video like TubeMogul, Viddler, and Vimeo Use a Short URL/Title with Keyword Consider Outside Talent for Voiceover and Added Test Promoting Your Video using Promoted Videos Professionalism Advertising on YouTube Create a YouTube Channel with Your Brand Have Good Screen Recording Software like For Editing, Use iStockPhoto Images and Music, and Camtasia look at Animoto for Graphic Ideas Determine Style and Tone; Informational, Focus on Valuable Content Relevant to Your Target Measure Views with YouTube Insights and Google Entertaining Analytics
  81. 81. And Last, The Press Release TemplateFinally, our last one, but certainly not least, our pressrelease template that covers planning, writing, andpromoting the release. PR can generate leads too!
  82. 82. Planning Writing Promoting List Target Publications & Websites Utilize Keywords from SEO Research Online Distribution Services Get to Know Editors; Build Relationships Main Keyword in Headline; To the Point. On News Section of Your Website Make a List of Targeted Bloggers Primary or Secondary Keyword in Sub Headline Email to Prospects & Clients Comment on Their Blogs; Follow Bloggers Main Keyword in First Paragraph or First Sentence Throughout Social Media Channels of Body CopyDetermine Which Online Distribution Services to Explain Newsworthiness Simply; Write for the Direct a Link on a Targeted Blog Comment Use Reader What Business Problem Are You Addressing? Avoid Marketing Jargon Send to Specific Bloggers in Your Market How Does Your Solution Solve It? Utilize Quotes from Within Company Repurpose Release Into a Blog Why Should a Reader Care? Optimize release Title Tags, URL, Meta Description Include Release Link Within Newsletters What Are the Key Features? Clearly Showcase Contact Info and Social Media Track External Links with Google URL Builder and Links Measure Clicks and Traffic To Your Site
  83. 83. Questions? Need Help? • Contact Paul Mosenson of NuSpark Marketing • • 610-604-0639 • • @nusparkmktgHappy to Help!That’s my Job!
  84. 84. About NuSpark Marketing• Digital eMarketing Firm focusing on lead generation, lead management, content marketing• Founded in 2010; Team members average 20 years of experience• Philadelphia based; virtual team of experts• Provides the process, content, and consultation for firms that implement marketing automation and demand generation
  85. 85. Acknowledgements• The following folks provided inspiration in the completion of this eBook: – Ardath Albee, Marketing Interactions – Joe Pullizzi, Junta 42, Content Marketing Institute – Barbara Gago, Left Brain – Jessica Meher, Hubspot – Eloqua, Marketo, Silverpop, Pardot – Ion Interactive – Jeremy Victor, Make Good Media – Ann Handley, Marketing Profs – Peter J. Meyers, User Effect – Mitch Lapides, FulcrumTech, LLC – The NuSpark Marketing Team