The document outlines observations for an effective content marketing strategy: 1) Understand customers' needs and buyer personas deeply. 2) Align content marketing with company goals and OKRs. 3) Only produce content that fits into the marketing funnel towards leads and sales. 4) Use social media as a distribution channel, not the primary focus. 5) Track actionable metrics that affect the bottom line, not just vanity metrics.

1. Content Marketing Strategy
1-0-1

2. Follow the content scent
“O segredo é não correr
atrás das
borboletas... É cuidar
do jardim para que elas
venham até você.”
- Mário Quintana.

3. Decision process

4. Content marketing is…
. sharing your knowledge
. providing USEFUL articles, social
media, ebooks, videos…
. attracting people interested in
what you know and do
. turning interest into intention,
visitors into leads, leads into
customers and revenue
. having a goal in mind
. following the metrics

5. #1 observation
The company
understands their
customers needs and
knows deeply their buyer
persona.

6. Who are they (gender, age, occupation)?
What path do they walk, from the discovery
to the purchase?
Which types of information could feed their
curiosity, educate or help them?
What trends influence their professional or
personal success?

7. #2 observation
Content marketing walks
hand-in-hand with
company’s OKRs and
main goals.

8. #3 observation
A piece of content is
produced ONLY if they
know where it fits into the
marketing funnel.

9. Visitors
Prospects
Leads
Opportunities
Informe: what is
THIS?
Go deeper: how do
I use THIS.
Create urgency: this x
that, success cases and
stories, pricing tools

14. #4 observation
Social media is always a
channel, never the
ending point.

15. Your content on the
company’s blog or website
Your content on social
media

16. #5 observation
The marketing team
focuses on the bottom
line and knows the
difference between
actionable metrics and
vanity ones.

17. Do you have a document
with you content
strategy
I don’t know - 14%
No - 40%
Yes - 46%

18. Is your content
marketing successful?
47% 26%

20. Check list!
Do I know who my buyer persona is
Have I decided on CM OKRs
Am I ready to make a commitment
What’s our value proposition
How will we amplify and measure

22. Emília Chagas
emilia.chagas@contentools.com
(415) 741-6235
skype: emiliachagas