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How to Reverse Engineer Your Content Marketing Plan

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By: Justin Champion

Published in: Marketing
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How to Reverse Engineer Your Content Marketing Plan

  1. 1. Presenter: Justin Champion HOW TO REVERSE ENGINEER YOUR CONTENT MARKETING PLAN
  2. 2. Justin Champion @JustinRChampion
  3. 3. WHY AM I HERE?
  4. 4. 1 Content creation overview 2 Buyer persona/journey identification 3 Reverse engineering content creation 4 Building a simple conversion funnel 5 Repurposing content 6 Next steps and resources AGENDA
  5. 5. 1CONTENT CREATION OVERVIEW
  6. 6. Started content marketing efforts
  7. 7. But trying to achieve results may feel like this.
  8. 8. Limited bandwidth Have a hard time creating content on a consistent basis MOST COMMON ROADBLOCKS TO SUCCESS Not sure how to communicate brand story/message across multiple channels Unable to connect everything
  9. 9. Blogs Email Social media Videos Content offer
  10. 10. 2 IDENTIFYING BUYER PERSONA(S) AND THEIR BUYER’S JOURNEY(S)
  11. 11. The Buyer’s Journey Buyer Personas
  12. 12. BUYER PERSONA Semi-fictional representation of your ideal customers based on quantitative and qualitative research.
  13. 13. The Buyer’s Journey Buyer Personas
  14. 14. THE BUYER’S JOURNEY The active research process people go through leading up to making a purchase.
  15. 15. THE BUYER’S JOURNEY PROBLEM SOLUTION PRODUCT/ SERVICE
  16. 16. Identify the buyer’s journey for each buyer persona. Guide Checklist Webinar Case study Consultatio n Awareness Consideration Decision
  17. 17. 3 REVERSE ENGINEERING CONTENT CREATION
  18. 18. Retrograde Analysis: to look ahead, it pays to look backwards.
  19. 19. There is nothing special about this sentence, except for the the fact that your brain skips the second ‘the’.
  20. 20. There is nothing special about this sentence, except for the the fact that your brain skips the second ‘the’.
  21. 21. Creates a pre-promotion plan for your content Directly connects short-term content activities to long-term content goals BENEFITS OF REVERSE ENGINEERING CONTENT Helps create a sustainable content creation process
  22. 22. Let’s create a guide.
  23. 23. Step 1: select a content theme that’s relevant to your business or industry.
  24. 24. Content Theme: How to convert your truck into an off-grid mobile camp.
  25. 25. Step 2: make a list of supporting topics that back up your content theme.
  26. 26. Supporting topics • Installing carpet • Repurposing a blanket into curtains • Creating a rip-away screen • Building a rooftop deck • Creating an off-grid electrical system • Installing a storage area • Creating a couch out of foam cushions • Installing a reclaimed wood wall • Purchasing a truck cap • Weatherizing your truck cap • Supplies for your storage area
  27. 27. Step 3: decide which supporting topics are most relevant to your guide.
  28. 28. Supporting topics • Installing carpet • Repurposing a blanket into curtains • Creating a rip-away screen • Building a rooftop deck • Creating an off-grid electrical system • Installing a storage area • Creating a couch out of foam cushions • Installing a reclaimed wood wall • Purchasing a truck cap • Weatherizing your truck cap • Supplies for your storage area
  29. 29. Welcome to the outline of your guide! Chapters • Installing Carpeting • Repurposing a blanket into curtains • Creating a rip-away screen • Creating an off-grid electrical system • Installing a storage area • Installing reclaimed wood wall • Purchasing a truck cap • Weatherizing your truck cap Title • From Truck to Mobile Camp
  30. 30. Step 4: create a blog post for each supporting topic.
  31. 31. Step 5: integrate distribution channels by telling the same story through a different lens.
  32. 32. YouTubeInstagram
  33. 33. Step 6: Download or create a template for your guide.
  34. 34. Step 7: Recycle blog content and format into chapters; add an introduction and a conclusion.
  35. 35. BAM! You just puzzled together a guide by recycling weekly content activities.
  36. 36. Step 8: Update call-to-actions on every blog post to promote guide.
  37. 37. AfterBefore
  38. 38. 4 BUILDING A SIMPLE CONVERSION FUNNEL
  39. 39. Now that we have our guide, we need to create a conversion path for visitors to access it.
  40. 40. Provide a pleasant, manageable experience Keep it simple BEST PRACTICES TO OPTIMIZING USER EXPERIENCE Be consistent on every page
  41. 41. Someone finds blog post on Google.
  42. 42. Find a relevant CTA to access guide They read the blog post and want to learn more.
  43. 43. Visits landing page and fills out form to receive free guide. Have them identify their buyer persona.
  44. 44. Allow visitor to easily download guide. Call out download link Promote secondary CTA
  45. 45. Blog post CTA Guide landing page Form Guide thank you page Access guide CTA 1. Visitor finds blog post and clicks link to access free guide to learn more. 2. Visitor fills out form to access guide. 3. Visitor becomes a contact and now has access to download guide. CONVERSION FUNNELREVIEW
  46. 46. 5REPURPOSING CONTENT
  47. 47. Reduce Reuse Recycle Your new content marketing best friend.
  48. 48. Think of yourself like a multipurpose minimalist; stretch the value of your possessions.
  49. 49. Think: “How else can this content be consumed?”
  50. 50. Guide Checklist Webinar Case study Consultatio n
  51. 51. BlogsInstagra m Videos Guid e Checklis t Case study Webinar
  52. 52. 6NEXT STEPS AND RESOURCES
  53. 53. Pre-Register for the FREE Content Marketing Certification! http://academy.hubspot.com/content-marketing-certification-course
  54. 54. RINSE. WASH. REPEAT. FINAL WORDS

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