This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.

2. Overview
Definition 2
Content Mission Statement 3
Marketing (Buyer) Persona 5
Steps to integrate Personae into your Strategy 10
THE BUYER’S Journey 12
Convert CM into Business / Call To Actions 17
Great Content Checklist 21
Content Forms 23
Build Editorial Calender 24
Content Sources 27
Content Curation Ideas 28
Research 29
Optimize Content 31
KPIs and Measurement 33
Needs for long term run 36
Top Content Marketing Rules 2015 38
Contact 39

3. Why do I need Content Marketing?
Definition
“Content marketing’s purpose is to attract and retain customers by
consistently creating and curating relevant and valuable content with the
intention of changing or enhancing consumer behavior. It is an ongoing
process that is best integrated into your overall marketing strategy, and it
focuses on owning media, not renting it.”
http://contentmarketinginstitute.com/what-is-content-marketing/

4. What is my Content Mission Statement?
It’s what we strive to be to day and into the future.
Targeted audience, kind of content, recipients outcome.
http://b-i.forbesimg.com/johnhall/files/2013/12/shutterstock_138631661.jpg

5. Target Groups & Personas

6. Marketing Persona Checklist
What are their demographics?
Who influences their product choices?
What is their lifestyle?
What are their interests?
http://heidicohen.com/marketing-persona/#sthash.nMFU4w71.dpuf
http://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
http://www.petersandeen.com/introduction-to-buyer-personas/

7. Marketing Persona Checklist
What’s important in their buying decision
What are their personal goals?
What are they like from an emotional perspective?
What are their past behaviors?
http://heidicohen.com/marketing-persona/#sthash.nMFU4w71.dpuf
http://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
http://www.petersandeen.com/introduction-to-buyer-personas/

8. Marketing Persona Checklist
http://heidicohen.com/marketing-persona/#sthash.nMFU4w71.dpuf
http://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
http://www.petersandeen.com/introduction-to-buyer-personas/
Why do they interact
with your company and
your competitors?
What do they want
from your
company?
Where do they look for
information about your
product category?
What type of
information do they
want?

9. What to do with a Buyer Persona?
http://www.petersandeen.com/introduction-to-buyer-personas/
Address specific people.
Address specific problems.
Address specific beliefs.

10. Steps to integrate Personae into your Strategy
1. Position your organization in your persona’s mind.
2. Present products and services to meet your persona’s needs and desires.
3. Price your offering based on your persona.
4. Promote sales based on your persona’s needs and timing.
5. Determine the specific type of content your persona seeks and wants.
http://heidicohen.com/post-marketing-persona-creation/#sthash.HxEQGijR.dpuf

11. Steps to integrate Personae into your Strategy
How often does your prospect purchase your product?
When do your prospects need your products and services?
Understand which channels and platforms your persona uses
and how she spends her time on each.
http://heidicohen.com/post-marketing-persona-creation/#sthash.HxEQGijR.dpuf

12. Map Personas to
the Buyer’s Journey
AWARENESS
DECISION
CONSIDERATION

13. THE BUYER’S JOURNEY
AWARENESS CONSIDERATION DECISION
IDENTIFY NEED RESEARCH SELECT
RESEARCH COMPARE PURCHASE
PRIORITIZE CRITERIA JUSTIFY EVANGELIZE
http://www.pardot.com/buyer-journey/

14. AWARENESS
IDENTIFY NEED
”How do I know if I’m interested if I don’t even know you exist?”
RESEARCH
If your buyers begin to realize that they have a particular pain point, the research begins
PRIORITIZE CRITERIA
They’ll begin to understand which criteria do and do not meet their needs, allowing them to
prioritize their questions during product demos
http://www.pardot.com/buyer-journey/

15. CONSIDERATION
RESEARCH
Once buyers have their choices narrowed down to just a few companies, they’ll return to the
research stage again
COMPARE
They’ll start reaching out, so that they can really drill down into the features that matter to their
teams
JUSTIFY
Buyers begin focusing on content that contains information about pricing, ROI, and the bottom line
to justify their expenditure
http://www.pardot.com/buyer-journey/

16. DECISION
SELECT
They’ll start thinking about preparation, implementation, quick start costs, and customer support
PURCHASE
Buyers are ready to purchase. Most buyers will continue to research best practices, implementation
guides, and more to make sure they’re ready to hit the ground running with their new tool
EVANGELIZE
If they are happy at the end of their journey, they can become a valuable marketing resource
http://www.pardot.com/buyer-journey/

17. How to convert my CM into Business?
CTAs (Call To Actions)
https://de.pinterest.com/anitac12345/social-media/

18. How to convert my CM into Business?
CTAs
• 4 key components: Colour Message Shape Placement
• Make CTA fit to where they’re at in the buying cycle +301%
• Test your placement – 41% uplift
• Help them to make a decision
• Design for conversions –not to be aesthetically pleasing
http://de.slideshare.net/kathpayCI/how-to-create-call-toactions-that-effectively-drive-conversions-42044315?qid=1686357f-f34e-420a-8905-3baeb5a72870&v=qf1&b=&from_search=2

19. How to convert my CM into Business?
CTAs
Lead with persuasive verbs
•Choose •Improve •Increase •Avoid •Act •Boost •Build •Capture •Explore •Ensure
•Learn •Prevent •Gather •Keep •Leverage •Maximize •Overcome •Simplify •Solve
•Stop •Succeed •Manage •Save •Conquer •Win •Unleash
http://de.slideshare.net/kathpayCI/how-to-create-call-toactions-that-effectively-drive-conversions-42044315?qid=1686357f-f34e-420a-8905-
3baeb5a72870&v=qf1&b=&from_search=2

20. How to convert my CM into Business?
CTAs
Replaced “Buy Now” with “Add to basket”- 17% increase
Give them a reason why they should act now
CTA includes the benefit
Use images to support your CTA’s
http://de.slideshare.net/kathpayCI/how-to-create-call-toactions-that-effectively-drive-conversions-42044315?qid=1686357f-f34e-420a-8905-
3baeb5a72870&v=qf1&b=&from_search=2

21. What is great Content? / Checklist
• document this: Because of content marketing, our customers will _______, our prospective
customers will ________, and our business will _________.
• What’s special about YOU and YOUR content?
• Your “ONE THING” is the soul of your company that shines through all your content marketing
• Give yourself permission to make the story BIGGER
• document this: People will care about our content because of _______. Our content will inspire
and motivate them because of _________.
• document this: We will know our content is working because we will track _______, ________,
and ____________.
• document this: The audiences for our content marketing are described by this persona (_______),
this persona (_______), and this persona (_______).
• document this: Our buying stages are_______, _______,_______ and ______. We have listed all
the questions our personas need to move through each stage here: _______.
http://de.slideshare.net/jaybaer/create-a-content-marketing-strategy-your-customers-will-love-in-7-steps

22. • Use strong content. Be bold. Show your passion. Tell who you are.
• Find out what questions your customers and potential customers are
asking about your industry or product. How can you find ways to answer
those questions creatively while improving your audience’s overall
experience? How can you be a resource to them?
• What pressing questions are going unanswered? These gaps will become
your content pillars.
• Practice the rule of thirds: One part owned, original content, one part
curated licensed content, and one part thought leadership or user
generated content.

23. Which Content Forms you can think of?

24. Build an Editorial Calendar

25. • Evolve a calendar structure: Start simple
• Plan your content creation on a regular basis
• Establish major content pieces & plan for content reuse
• Plan and organize around key events, dates, and launches special
business occasions, birthdays, local celebrations, holidays
• Select content from other sources
• Encourage co-creation
• Get your employees and customers involved
Build an Editorial Calendar

26. • Title – or current working title
• Author (ressources) – who’s writing the article
• Category – what the article’s about
• Keyword(s) – the article’s focus
• URLs: This info can be archived as an easy way to keep your online content audits updated, or to link to older
pieces of content in the new content you create.
• Calls to action: This helps you ensure that every piece of content you create is aligning with your company’s
marketing goals.
• Article Type – If the article is a recurring feature, what type is it?
• Promotion – Is the article associated with a special promotion and/or products? If so, what links are
needed?
• Content Format – What content form is to be used? Think text, image, video, audio, presentation, or other
• Publishing Channels
• Related Marketing
Build an Editorial Calendar

27. Where do I get the Content from?
• Which people in your company regularly
create content?
• Talk to your sales team – learn what’s
most inspiring (and confusing) to your
customers and prospects. Talk to your
buyers
• Support team, customer service and
product development
• Events are a great inspiration for content
http://marketeer.kapost.com/essential-content-marketing-lessons-2/#ixzz3RChkeMSM

28. Fill the Calendar with Ideas
Content Curation Ideas
• Share on social media
• Create new content by adding your own commentary to relevant third-party
content
• Ask experts to contribute to a round-up post or panel discussion
• Aggregate curated lists
• Work with others to co-create social content
• Invite your fans and customers to help with community-created social content
• Rank the best
• Select the best tidbits for your audience
• Create a gallery
http://contentmarketinginstitute.com/2014/07/content-curation-bulk-up-editorial-calendar/

29. Where do I get the content from?
Research
• Search trends understand what your customers are looking for then use
programs like Google Keywords to meet them in the search process
• Look with what topics and questions influencers in your branch deal.
Choose three to five major issues in your industry and build your content
around those pillars
• Interview discussion leaders or invite them to write on behalf of your brand
• Read what your customers are reading. Learn what they care about and
who they trust
http://marketeer.kapost.com/essential-content-marketing-lessons-2/#ixzz3RChbrWaf

30. Where do I get the Content from?
Research
• Look for trends – over time, within, and between content categories.
• Get graded. Invite customers to contribute to the conversation. Ask to
review and rate your products. Celebrate loyal fans. Thank customers
and members of your community.
• By reusing and repurposing a single content pillar, each department
represented by the Editorial Board can meet the content demands of
important distribution channels more easily and efficiently.
http://marketeer.kapost.com/essential-content-marketing-lessons-2/#ixzz3RChbrWaf

31. How to optimize your Content?
THE IDEAL LENGTH OF
• A HEADLINE IS SIX WORDS
• A BLOG POST IS SEVEN MINUTES, 1,600 WORDS
• A PARAGRAPH IS 40-55 CHARACTERS
• AN EMAIL SUBJECT LINE 28-39 CHARACTERS
• A TITLE TAG IS 55 CHARACTERS
• A DOMAIN NAME IS EIGHT CHARACTERS
• A TWEET IS 100 CHARACTERS
• A FACEBOOK POST IS LESS THAN 40 CHARACTERS
http://www.fastcompany.com/3028656/work-smart/the-proven-ideal-length-of-every-tweet-facebook-post-and-headline-online
https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science

32. Promote Content
Support your content distribution with advertising where appropriate
Think in terms of social media and paid search
Cross-promote your content on other owned media
Don’t underestimate the power of your retail establishment and other
advertising
http://heidicohen.com/13-step-content-marketing-plan/#sthash.qVsXZNaJ.dpuf

33. KPIs and Measurement
• Ones that relevant to your business strategy and use the industry specific
You can organize your KPIs into the following four business areas:
1. Measuring and understanding your customers
2. Measuring and understanding your financial performance
3. Measuring and understanding your internal processes
4. Measuring and understanding your employees
http://de.slideshare.net/BernardMarr/25-ntk-key-performance-indicators

34. KPIs and Measurement
• Customer retention rate
• Measure traffic, time on site, and pages per visit
• Measure lead generation, quality of leads, and entrance and touch points
Track results systematically so that you can quickly identify successes and
areas for improvement. Test, measure, scale, repeat
• Website visitors, social media shares, newsletter sign-ups, offer downloads,
and sales
http://de.slideshare.net/BernardMarr/25-ntk-key-performance-indicators

36. What do you need for long term run?
• Patience or instead use your budget to concentrate on the main channels
• Accept failures
• Properly tag and categorize content, so that it can be easily found
• Steal audience from publishers
• Start with owned, earned then paid
• Test your content efforts

37. What do you need for long term run?
Customer Education
Invest in your team’s learningCheck your goals – don’t be
afraid to switch gears
Licensing content can help
quickly improve and enlarge
your content
give readers greater variety with a
mix of content and content sources
where does each of your
topics and content types fit?
Empower creators to learn and care
about your brand.
re-engage past customers and
encourage repeat business.
http://de.slideshare.net/michaelbrenner/the-future-of-content-marketing-41750145

38. Top Rules of Content Marketing for 2015
• Create engaging headlines. 80% of readers never make it past the headline
• Have a documented content strategy
• Make sure your content is easy to share
• You need both quality and quantity
• Tap into the power of curated content
• Identify the best time for your posts online
http://de.slideshare.net/ELIV8/the-top-15-rules?qid=f6e80e37-0665-4ede-ba33-742518fee324&v=qf1&b=&from_search=7

39. The Story Continues…
by Simon Schwarz
Get in contact
http://simonschwarz.flavors.me
https://twitter.com/SchwarzPR