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Actionable Content Marketing Strategy
Priceza eCommerce Talk 2 "Content Marketing Strategies"
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
Recap Of The Basics
At its core, content marketing is creating and sharing useful content in order
to create a relationship with your audience.
The difference between content marketing and traditional marketing is that
content marketing is rarely promotional and seldom talks directly about a
product or company -- it's more concerned with providing something of
value to customers and prospects.
Source: marketingcloud.com
You Cannot Do Content Marketing Without…...
Source: marketingcloud.com
Content Strategy1
Thought Leadership2
Editorial Calendar3
ü Type of Content
ü Subject Area
ü Content Platforms
ü Expertise on Subject Matter
ü Whitepaper & Infographics
ü Guest-Authored Articles
ü System to Organize Efforts
ü Curate, Create, Repost
ü Channel Distribution Timeline
Editorial Calendar: Tool that keeps you from going crazy if you're
in a content strategy role
Content Marketing and Search Engine Optimization
Search Engine
Optimization
Content
MarketingEngaging High-
Quality Content
that Ranks High
Technical SEO Audience Targeting
Thanks to changes in Google’s search algorithm, creating good content is
not longer just about content marketing but is about SEO, rankings and
website traffic. In fact, many marketers put forth that that content marketing
plays a major role in SEO.
Content Marketing and Public Relations
Great content has a lifetime span years, decades beyond its initial
publication.
While promotions, events and brand activities come and go. It’s the content
written and published about those activities that leaves branding footprint
in the digital ecosystem.
Content Marketing in PR spans well into reputation management, and
developing human-to-human relationship with customers.
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
Source: wordstream.com
Who Are You Preparing Content For?
Source: wordstream.com
Who Are You Preparing Content For?
Source: wordstream.com
Who Are You Preparing Content For?
Who Are You Preparing Content For?
Knowing your audience allows you to prepare content that
‘speaks’ to them more clearly and in a
way that resonates with them.
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
Know Your Angle
Know Your Medium
Know Your Medium
Source: uberflip.com 2016
Know Your Medium
Does that mean visuals work better than text?
No.
Visual content stimulate part of the brain that makes
you ‘feel’. Text content stimulate part of the brain
that makes you ‘think’.
Both are equally powerful for the content marketer.
Know Your Medium
Source: demandgenreport.com
Know Your Medium
Source: demandgenreport.com
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
Information that prospects seek when
making the purchase decision varies
immensely.
The types of content you create should too.
Mapping Content To The Buyer’s Journey
The Right Content At The Right Time
Awareness1
Interest2
Consideration3
Goal: Attract Right Audience
Role: Spark a need and drive interest.
Become the go-to resource
Goal: Prospects into Leads
Role: Provide unique solution
for common needs
Goal: Build Brand Preference
Role: Show brand & product
value through key differentiators
Decision4
Goal: Convert to Customer
Role: Show economic value & help
influencers get buy-in from decision maker
The Right Content At The Right Time
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
The MindMap is Not the Challenge…..
Your Editorial Calendar
The Editorial Calendar is your
”Content Management Framework”
You cannot effectively do content marketing without an editorial calendar.
Your Editorial Calendar
Content Marketing is very strategic. Every effort, every piece of content,
channel posted comes from a plan of attack. A purpose to capture
audience.
Strategy requires a bird’s eye view. Your editorial calendar allows you to
do this.
Img source: coschedule.com
Your Editorial Calendar - Examples
Your Editorial Calendar - Examples
Your Editorial Calendar - Examples
Your Editorial Calendar - Examples
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
Attribution Model
Decide on an attribution model and design
your channel strategy based on your selected
attribution model.
Attribution Model
source: contentmarketinginstitute.com
Attribution Model
source: contentmarketinginstitute.com
Attribution Model
First Touch
Last Touch
Linear | Weighted
source: contentmarketinginstitute.com
Building Your Channel Strategy
ü 60% Convince
ü 20% Educate
ü 10% Entertain
ü 10% Inspire
ü 80% Hit & Run
ü 20% Evergreen
85% of Total
Budget
Channel Behavior Demographics Know-How Channel Specific Strategies
Part 1: Recap of the Basics
Part 2: Audience Persona
Part 3: Understanding the Impact of Types of Content
Part 4: Mapping Content to Buyer’s Journey
Part 5: Building Your Content Mind Map
Part 6: Channel Strategy & Attribution
Part 7: Measure & Repeat!
Content Marketing is a Marathon
Set Your Pace
The Key is Stamina
2 Hierarchy of Measurement
ü Short/Mid term by mapping channel metrics to your mind map
ü Long term branding survey
Mapping Channel Metrics to Your Mindmap
source: contentmarketinginstitute.com
Mapping Channel Metrics to Your Mindmap
source: contentmarketinginstitute.com
Engagement Views Reach Traffic Likes Opens
Thank You!
Do You Have Any Questions?
Presented by:
Monlamai Vichienwanitchkul
Head of Marketing SEA

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Priceza eCommerce Talk 2 "Content Marketing Strategies"

  • 3. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 4. Recap Of The Basics At its core, content marketing is creating and sharing useful content in order to create a relationship with your audience. The difference between content marketing and traditional marketing is that content marketing is rarely promotional and seldom talks directly about a product or company -- it's more concerned with providing something of value to customers and prospects. Source: marketingcloud.com
  • 5. You Cannot Do Content Marketing Without…... Source: marketingcloud.com Content Strategy1 Thought Leadership2 Editorial Calendar3 ü Type of Content ü Subject Area ü Content Platforms ü Expertise on Subject Matter ü Whitepaper & Infographics ü Guest-Authored Articles ü System to Organize Efforts ü Curate, Create, Repost ü Channel Distribution Timeline Editorial Calendar: Tool that keeps you from going crazy if you're in a content strategy role
  • 6. Content Marketing and Search Engine Optimization Search Engine Optimization Content MarketingEngaging High- Quality Content that Ranks High Technical SEO Audience Targeting Thanks to changes in Google’s search algorithm, creating good content is not longer just about content marketing but is about SEO, rankings and website traffic. In fact, many marketers put forth that that content marketing plays a major role in SEO.
  • 7. Content Marketing and Public Relations Great content has a lifetime span years, decades beyond its initial publication. While promotions, events and brand activities come and go. It’s the content written and published about those activities that leaves branding footprint in the digital ecosystem. Content Marketing in PR spans well into reputation management, and developing human-to-human relationship with customers.
  • 8. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 9. Source: wordstream.com Who Are You Preparing Content For?
  • 10. Source: wordstream.com Who Are You Preparing Content For?
  • 11. Source: wordstream.com Who Are You Preparing Content For?
  • 12. Who Are You Preparing Content For? Knowing your audience allows you to prepare content that ‘speaks’ to them more clearly and in a way that resonates with them.
  • 13. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 14. Know Your Angle Know Your Medium
  • 15. Know Your Medium Source: uberflip.com 2016
  • 16. Know Your Medium Does that mean visuals work better than text? No. Visual content stimulate part of the brain that makes you ‘feel’. Text content stimulate part of the brain that makes you ‘think’. Both are equally powerful for the content marketer.
  • 17. Know Your Medium Source: demandgenreport.com
  • 18. Know Your Medium Source: demandgenreport.com
  • 19. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 20. Information that prospects seek when making the purchase decision varies immensely. The types of content you create should too. Mapping Content To The Buyer’s Journey
  • 21. The Right Content At The Right Time Awareness1 Interest2 Consideration3 Goal: Attract Right Audience Role: Spark a need and drive interest. Become the go-to resource Goal: Prospects into Leads Role: Provide unique solution for common needs Goal: Build Brand Preference Role: Show brand & product value through key differentiators Decision4 Goal: Convert to Customer Role: Show economic value & help influencers get buy-in from decision maker
  • 22. The Right Content At The Right Time
  • 23. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 24. The MindMap is Not the Challenge…..
  • 25. Your Editorial Calendar The Editorial Calendar is your ”Content Management Framework” You cannot effectively do content marketing without an editorial calendar.
  • 26. Your Editorial Calendar Content Marketing is very strategic. Every effort, every piece of content, channel posted comes from a plan of attack. A purpose to capture audience. Strategy requires a bird’s eye view. Your editorial calendar allows you to do this. Img source: coschedule.com
  • 31. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 32. Attribution Model Decide on an attribution model and design your channel strategy based on your selected attribution model.
  • 35. Attribution Model First Touch Last Touch Linear | Weighted source: contentmarketinginstitute.com
  • 36. Building Your Channel Strategy ü 60% Convince ü 20% Educate ü 10% Entertain ü 10% Inspire ü 80% Hit & Run ü 20% Evergreen 85% of Total Budget Channel Behavior Demographics Know-How Channel Specific Strategies
  • 37. Part 1: Recap of the Basics Part 2: Audience Persona Part 3: Understanding the Impact of Types of Content Part 4: Mapping Content to Buyer’s Journey Part 5: Building Your Content Mind Map Part 6: Channel Strategy & Attribution Part 7: Measure & Repeat!
  • 38. Content Marketing is a Marathon Set Your Pace The Key is Stamina
  • 39. 2 Hierarchy of Measurement ü Short/Mid term by mapping channel metrics to your mind map ü Long term branding survey
  • 40. Mapping Channel Metrics to Your Mindmap source: contentmarketinginstitute.com
  • 41. Mapping Channel Metrics to Your Mindmap source: contentmarketinginstitute.com Engagement Views Reach Traffic Likes Opens
  • 42. Thank You! Do You Have Any Questions? Presented by: Monlamai Vichienwanitchkul Head of Marketing SEA