10 steps to create a remarkable content marketing strategy
10 steps to…
Create a remarkable
Buyer personas are fictionalised representations of your ideal
customer.This research goes into more detail than traditional
target audience or target market research.
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?
Your online research should be split into 3 different strands:
these are your competitors, your industry and keyword
What are your competitors doing?
What are your competitors NOT doing?
Are there any hot topics in the industry?
Who are the industry influencers and thought-leaders?
What are the most used keywords and phrases in the industry?
Are these keywords and phrases achievable for you?
Choose & create your
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’.
A typical content marketing strategy includes 3 pieces of premium
A “top of the funnel” introductory eBook helping solve persona pain
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
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
Align content with your
Once creating the premium content, make sure they are all
aligned with your buyer persona and their pain points and
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…
Remove navigation – this encourages web visitors to concentrate on
the landing page instead of browsing the rest of our website.
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.
Content – Introduce the premium content with a representational
icon and bullet point reasons why they should download it.
Data capture – a form should collect data of persona that gives you
the opportunity to contact them in the future offering your services.
Promote on your website
Call to actions aligned with the customer journey on your
website allows you to better target your persona.
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.
Think of blog titles and topics that…
Answer pain points of buyer persona
Include those achievable keywords and phrases
Don’t be boring…
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
“8/10 people will read a title,
but just 2/10 readers will
continue reading the article”
- David Ogilvy
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…
The hardest part of promoting your premium content – but
the tactic that pays off the most…
Press release/news story
Tailor and send to local and regional outlets
Tailor and send to industry-related press
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
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.
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