The document provides 6 tips for content marketing success. Tip 1 is to develop a content plan aligned with customers' buying cycles. Tip 2 is to build a publishing schedule starting small and adding more content over time. Tip 3 is to focus content on specific customer personas by understanding their interests and needs. Tip 4 is to constantly publish content answering customer questions. Tip 5 is to reskin and reuse content across different channels. Tip 6 is to continuously measure performance, adapt the strategy, and measure more.

1. 6 Tips for Content Marketing Success
Nov 22, 2013

2. What Is Content Marketing?
“A marketing technique of creating and distributing relevant and valuable
content to attract, acquire, and engage a clearly defined and understood target
audience – with the objective of driving profitable customer action.”
 It’s about revenue
 Aligns with your customers’ buying cycle while regularly publishing content to address
their needs
 How do you do it?
Source: Content Marketing Institute
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3. Tip 1: Develop a Plan
 Look at the types of content your customer needs in their buying lifecycle and how they
prefer to consume content
 Consider ways to lead customers on a content journey or search path on your site
 Showcase interviews from people within your organization to demonstrate thought
leadership and build trust.
 Include content that informs such as eBooks, manuals, how-to guides, and a video
concierge to move them closer to buying.
 Consider channels your customers are most likely to be in, for example eBooks for
customers with tablets
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4. Tip 2: Build a Schedule
 Start out small and build over time to develop the habit
 Base schedules on what is important to your company and your industry
 Build out your calendar to contain more in-depth items as you add more content.
 Share expertise from key people within your organization to help prospects gain faith in
those responsible for delivering products and services
 Include in-depth items such as ebooks, videos and manuals as your content library grows
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5. Tip 3: Focus on the Customer
 Develop content that focuses on a target persona within your customer base
 Write and craft content to speak directly to the needs and interests of your target persona
 Interview front-line staff to establish your market’s most important areas of interest
 Study a number of customers who fall into the profile of your target persona
 Investigate how your target market prefers to consume information
 Time when your target market segments typically look to buy
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6. Tip 4: Publish Content
 Constantly answer customer questions
 Turn to sales people, account management, product buyers, designers, engineers, customer
service people, and marketing when looking for inspiration
 Start small and build up your content repository over time
 Be relevant to the issues of your different segments
 Create impact with videos and client testimonials that don’t have to be time consuming to
produce
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7. Tip 5: Reskin and Reuse
 Build up enough content in your library of assets to increase its mileage
 Create content to address different needs and prevent being encountered too often by the
same person
 Repurpose audio and video interviews or recorded webinars into articles, blog posts and
other content items
 Reskin print material, topic specific articles and email newsletters to serve targeted
audiences in a meaningful way
 Reuse your content as micro content on social sites like Twitter and Facebook
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8. Tip 6: Measure, Adapt and Measure Some More
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Plan to adapt your strategy based on performance
 Leverage technologies for greater insight – marketing automation, CRM, Web analytics,
social media, search engine and ad networks all offer valuable data
 Measure key indicators such as returning visitors, time spent viewing
 Run low performing content by key staff to look for ways to improve
 Use conversion as a metric with custom goals tied to what you want your content to
achieve
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