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10 steps to…
Create a remarkable
content strategy
Step 1:
Buyer Persona
Buyer personas are fictionalised representations of your ideal
customer.This research goes into more...
Buyer Persona
Use the research to find out basic information and find out your
personas pain points and challenges…
 Who ...
Step 2:
Online research
Your online research should be split into 3 different strands:
these are your competitors, your in...
Online
research
Competitors
 What are your competitors doing?
 What are your competitors NOT doing?
Industry
 Are there...
Step 3:
Choose & create your
premium content
Premium content is a piece of content that sits behind a data
capture form.Th...
Choose &
create your
premium
content
TOP
MIDDLE
BOTTOM
A typical content marketing strategy includes 3 pieces of premium
c...
Choose &
create your
premium
content
You need to make sure the premium content throughout the buyer’s
journey continues to...
Step 4:
Align content with your
buyer persona
Once creating the premium content, make sure they are all
aligned with your ...
Step 5:
Make it downloadable
Now you’ve created your premium content, you need to make it
downloadable on your website in ...
Make it
downloadable
Remove navigation – this encourages web visitors to concentrate on
the landing page instead of browsi...
Make it
downloadable
Page title –Title needs to be clear, concise and tell visitors exactly what
we’re offering without th...
Make it
downloadable
Content – Introduce the premium content with a representational
icon and bullet point reasons why the...
Make it
downloadable
Data capture – a form should collect data of persona that gives you
the opportunity to contact them i...
Step 6:
Promote on your website
Call to actions aligned with the customer journey on your
website allows you to better tar...
Promote on
your website
Step 7:
Get blogging!
Refer back to your buyer persona and keyword research to
create the best blogs and blog titles that ...
Get blogging!
 Think of blog titles and topics that…
 Answer pain points of buyer persona
 Include those achievable key...
Get blogging!
“8/10 people will read a title,
but just 2/10 readers will
continue reading the article”
- David Ogilvy
Step 8:
Promote to your followers
Use the social media channels your persona is using to
promote your premium content. Als...
Step 9:
Promote externally
The hardest part of promoting your premium content – but
the tactic that pays off the most…
Promote
externally
 Press release/news story
 Tailor and send to local and regional outlets
 Tailor and send to industr...
Step 10:
Analyse and tweak
Use your performance of the whole content marketing strategy to
analyse and tweak little things...
RECAP…
RECAP…
 Buyer Persona and online research is really important
 Your premium content should be interesting and align
 Ma...
10 steps to create a remarkable content marketing strategy
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10 steps to create a remarkable content marketing strategy

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Find out how to create your own content marketing strategy by reading our presentation from the Derby HubSpot User Group meet.

Published in: Marketing
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10 steps to create a remarkable content marketing strategy

  1. 1. 10 steps to… Create a remarkable content strategy
  2. 2. Step 1: Buyer Persona Buyer personas are fictionalised representations of your ideal customer.This research goes into more detail than traditional target audience or target market research.
  3. 3. Buyer Persona Use the research to find out basic information and find out your personas pain points and challenges…  Who are they?  What do they do?  What’s their goal?  What’s their challenge?  How can we be the solution? Ask questions that make you get to know your persona better – and don’t be afraid to ask specific questions…  What’s their life like outside of work?  What communication preference do they use the most?  What’s their favourite social media platform?
  4. 4. Step 2: Online research Your online research should be split into 3 different strands: these are your competitors, your industry and keyword research…
  5. 5. Online research Competitors  What are your competitors doing?  What are your competitors NOT doing? Industry  Are there any hot topics in the industry?  Who are the industry influencers and thought-leaders? Keyword research  What are the most used keywords and phrases in the industry?  Are these keywords and phrases achievable for you?
  6. 6. Step 3: Choose & create your premium content Premium content is a piece of content that sits behind a data capture form.This premium content should add-value and get a visitor on your website from a ‘stranger’ to a ‘lead’.
  7. 7. Choose & create your premium content TOP MIDDLE BOTTOM A typical content marketing strategy includes 3 pieces of premium content.  A “top of the funnel” introductory eBook helping solve persona pain points  A “middle of the funnel” such as a webinar to talk about how your product and service can help your persona  A “bottom of the funnel” offer such as a free trial, demo, review, 30 minute call.
  8. 8. Choose & create your premium content You need to make sure the premium content throughout the buyer’s journey continues to add value to them, and help you convert them to a customer – no matter what stage they’re at when they come to your website.
  9. 9. Step 4: Align content with your buyer persona Once creating the premium content, make sure they are all aligned with your buyer persona and their pain points and challenges.
  10. 10. Step 5: Make it downloadable Now you’ve created your premium content, you need to make it downloadable on your website in order to capture data.This means creating a well optimised landing page which includes…
  11. 11. Make it downloadable Remove navigation – this encourages web visitors to concentrate on the landing page instead of browsing the rest of our website.
  12. 12. Make it downloadable Page title –Title needs to be clear, concise and tell visitors exactly what we’re offering without the need for them to read the rest of the page.
  13. 13. Make it downloadable Content – Introduce the premium content with a representational icon and bullet point reasons why they should download it.
  14. 14. Make it downloadable Data capture – a form should collect data of persona that gives you the opportunity to contact them in the future offering your services.
  15. 15. Step 6: Promote on your website Call to actions aligned with the customer journey on your website allows you to better target your persona.
  16. 16. Promote on your website
  17. 17. Step 7: Get blogging! Refer back to your buyer persona and keyword research to create the best blogs and blog titles that address persona pain points AND is optimised for SEO.
  18. 18. Get blogging!  Think of blog titles and topics that…  Answer pain points of buyer persona  Include those achievable keywords and phrases  Don’t be boring…  Embed videos/photos/slideshows  Write up interviews with colleagues/industry thought-leaders  Avoid sales pitches  Promote your premium content  Call-to-actions at the side and bottom of every blog  Text links actually in the blog
  19. 19. Get blogging! “8/10 people will read a title, but just 2/10 readers will continue reading the article” - David Ogilvy
  20. 20. Step 8: Promote to your followers Use the social media channels your persona is using to promote your premium content. Also don’t forget your existing contacts that you can email…
  21. 21. Step 9: Promote externally The hardest part of promoting your premium content – but the tactic that pays off the most…
  22. 22. Promote externally  Press release/news story  Tailor and send to local and regional outlets  Tailor and send to industry-related press  Guest blogging  Get a slot on an industry-related website where you can promote your new premium content AND link back to your website  Industry influencers and thought-leaders  Send premium content to them and ask for feedback/help promoting  OnlineAdvertising  Google Adwords  Retargeting Ads  Facebook/Twitter/LinkedIn advertising
  23. 23. Step 10: Analyse and tweak Use your performance of the whole content marketing strategy to analyse and tweak little things that could make a big difference. Change call to action colour is just one example.
  24. 24. RECAP…
  25. 25. RECAP…  Buyer Persona and online research is really important  Your premium content should be interesting and align  Make your premium content downloadable  Promote your premium content everywhere!  Analyse and tweak to you heart’s content

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