The document outlines a 12-step approach to developing a successful content marketing strategy, emphasizing the importance of defining goals, understanding the target audience, and measuring success through metrics. It highlights that organizations with a documented strategy are three times more likely to report effectiveness and encourages consistency in content creation and distribution. Additionally, it stresses the need for engagement with the audience and a long-term commitment to the strategy for sustainable results.

1. 1
12 STEPS TO AN EFFECTIVE
CONTENT MARKETING STRATEGY
Stand out from the crowd.

2. Content marketing is
a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience — and, ultimately,
to drive profitable customer action.
2

3. 3
Content marketing is hot.
Interest in content marketing has climbed steadily since 2011, but a 2017
survey of 6,000+ global marketers found that 71% considered it their
primary approach to marketing (76% in North America).
3

4. 211 million pieces of online content
are created every minute.
211 million pieces
of online content
are created every minute.
4

5. 5
Google receives over 2.4 million search queries
Blog writers publish over 12,000 new blog posts
Facebook users share 2,460,000 pieces of content
Twitter users tweet 350,000 times
Instagram users post 47,000 new photos
Apple users download 342,000 apps
Pinterest users pin 3,472 images
YouTube users upload 300 hours of new video
Users watch 7 million Snapchat videos
Every minute

6. 6
Waves of communication hit us every second.
Over 3 billion pieces
of online content
are created each day.
6

7. Why should you try to cut through the noise?
7

8. 8
Because content marketing:

9. 9
How do I create an effective
content marketing strategy?

10. 1) Put someone in charge.
86% of companies who have placed someone in charge
of their content strategy report they are successful.
46% of companies who do not have an individual in charge
of their strategy report that they are successful.
Make sure the person is in charge not just in name,
but also in execution.
10

11. 11
Why does your company want to create content?
Do you want to shorten your sales cycle? Increase leads?
Build brand awareness?
You don’t want your content to be just stuff. You don’t want
content to be ineffective. Therefore it is important to define
what it is you want your content to do for your company.
2) Define your goals.

12. 12
3) Define your audience.
Who is your target audience? What are their needs? What are
their goals? What are their pain points? What do they value most?
Where do they go for information?
Take your time. Be honest. If you identify and define your audience
correctly, you will be more likely to reach and engage them than if
you get this step wrong.

13. 4) Define your metrics.
Determine how you are going to track and measure
success. Define the metrics that you will track on a daily, weekly,
monthly, and yearly basis.
Focus on actionable metrics as opposed to vanity metrics.
13

14. 5) Identify the right distribution channels.
When it comes to content, distribution is essential — your content
will not reach your target audience and will not be read unless it is
distributed. Take the time to identify the distribution channels that
are right fit for your company, your content, and your goals.
14

15. 15
Organizations with a documented strategy are 3x more likely to
report that their content marketing strategy was effective than
organizations without a documented strategy.
6) Document your strategy.

16. 7) Create a publishing calendar.
A publishing or editorial calendar provides you with a framework to
create and distribute content. It helps you create content that is
consistent, that is quality, and that is tailored to your company’s
goals. It is also helpful in terms of managing workflows, meeting
deadlines, and managing writer’s block.
16

17. 8) Create content.
Valuable and relevant content is not a sales pitch.
Your content should:
• Tell a story
• Educate and inform
• Answer questions
• Address pain points/challenges
• Focus on your customer
17

18. 9) Curate content.
By consistently being able to identify, make sense of,
and share content that is important and relevant to your
customers and to your industry, you will establish your business
as a thought leader and a trusted resource.
18

19. 10) Distribute content.
Distribute your content via your target distribution channels.
Distribute the content consistently over time and at the right time.
19
Once your content has been distributed, engage with your
audience. Respond to comments, respond to questions, and
provide clarification. Make your content more than words —
make it a relationship.

20. 20
•#11 Track and analyze
metrics11) Track and analyze metrics.
Track and analyze your metrics on a daily, weekly, monthly, and
annual basis. Take a look at what is working and what is not. By
tracking and analyzing your metrics, you can see, for example,
what type of content is most effective and which distribution
channels are helping you achieve your goals.

21. 12) Make adjustments as needed.
Your strategy should not be set in stone. Your strategy should be
flexible. Look at your metrics. Look at the feedback you
are getting through your engagement with customers and
prospects. Make adjustments to your strategy as needed.
Remember that when it comes to content, it is important to think
marathon, not sprint. An effective content strategy requires
patience and determination. Many companies make the mistake
of giving up on a content strategy too early;
make a long-term commitment to your strategy.
21

22. 22
Questions?
Do you need help getting started?
We can help!
www.fronetics.com

23. 23
About Fronetics
We work with our clients to create and execute digital and content
marketing strategies that drive success and elevate brand position
within the industry. Unlike other firms, we align marketing programs with
business objectives and, through a data-driven approach, are able to
deliver results.
Our team is comprised of strategists, marketing professionals, writers,
designers, and experts in social media. Together we leverage our
experience to increase brand awareness, position our clients as thought
leaders, drive meaningful engagement with prospects and customers,
and help businesses grow.
Connect with us!

24. 24