This document provides an overview of content marketing strategies and tactics. It discusses how content marketing works by solving people's problems rather than selling to them. It emphasizes the importance of creating useful, educational, and entertaining content that is worth consuming. The document also discusses tactics like crowdsourcing ideas from audiences, repurposing content across different formats, testing content layouts, and sharing content strategically on the right platforms.

2. How do you explain
content marketing
without getting
frustrated?

3. In Content Marketing,
the Content IS the Ad
(Not to be confused with the content of your ad)

4. Which one are you
more likely to trust?
Ad
Content
Editorial
Content

5. Types of Content
Text (e.g., blogs)
Photos
Videos
Audio (e.g., podcasts)
Infographics

6. Stop Thinking Like an
Advertiser
Start Thinking Like a
Publisher
(But with a Goal)

7. Publishers Ask:
What gets someone’s attention?
(Someone = Your Ideal Customer)

8. Batman:
The Dark Knight Rises

9. Content Marketing
Disguised as a
Crime Scene
“Investigation”
Audio
Deciphered Sound Clip
Twitter
#thefirerises
@thefirerises
Website
Ibelieveinharveydent.com

11. Growing Your Audience:
Two Steps
Content
Promotion
Content
Creation
We’ll share what she’s creating!

12. Step 1 Step 2 Step 3
Ideas
Product
Service
Profit
Followers

13. Guest blogging is not a strategy.
Neither are infographics.
Nor is “Let’s make a viral video!”
These are tactics.

14. Content Strategy
Specific Goals
Tactics

15. Content Strategy: Business Objectives
Increase Brand Awareness
Expand Customer Support
Personal Branding
Increase Revenue
Sell More of Product X
More Leads
Increase Unique Visitors
Increase Pageviews
Improve Customer Retention
Boost SEO
Community Management
Higher Conversion Rate

16. Specific Goals:
What actions do you want your audience to take?
Newsletter Sign-up Set up an Appointment
Free Trial
Register for a ClassTry Your Recipe
Provide an Estimate
Demo Sign-up
From Third-party Forum
to a Website Visit
From a Blog Post
to a Video View

17. Content that people
care about.
What content will
resonate the most
with your audience?
Photo: StockPhotoStudio.com

18. Personas
Demographics + Psychographics of Your Target Market
Fictional Characters that Represent Ideal Customers
Demographics
Age
Gender
Location
Job
Education Level
Experience Level
Marital Status
Health Status
Psychographics
Needs
Wants
Personal Interests
Business Interests
Buying Behaviour
Product Research Habits
Lifestyle Choices
Digital Device Usage Frequency
+

19. Samuel Jackson:
Confident Tough Guy
Avengers
Captain America
Star Wars (Episodes 1-3)
Pulp Fiction
Die Hard 3
Snakes on a Plane
The Long Kiss Goodnight
The Negotiator
Deep Blue Sea
Jackie Brown
A Time to Kill
Typecast!

20. Brainstorm
Keywords & Ideas

21. Tools
Mindmeister.com (PC)
MindNode.com (Mac)
Gliffy
OmniGraffle
Content
Marketing
Guest
Posts
Trendy
Idea
Trends
More
Cool
Idea Best
Idea
Ok Idea
Audio
Video
Use Mind Mapping Tools for
Brainstorming

22. Persona Mind Map
Business Interests
A doctor starting a practice has
more potential than one who is
close to retirement.
Business Type

23. Keyword (Services) & Ideas Mind Map

24. Connect Keywords/Ideas to Personas
Starting
a Practice
Plastic Surgeon
Mobile / Responsive Website

25. Result
Content
Create content about the importance of mobile
websites/responsive design for plastic surgeons.
Possible Tactics
Publish an article in a plastic surgery magazine.
Offer a short ebook as incentive to sign-up for
your newsletter.
Create an infographic showing how prospects
are using mobile devices more than before.
Video interview a plastic surgeon who has had
success with responsive design.

26. Anticipate
Consumer Needs
(i.e., Search Intent)

27. 90%
Discount!

29. Missed an opportunity?
You Didn’t Anticipate Consumer Needs
vs.
Lauren Luke
Sales: eBay
Marketing Budget: $0
Videos: Homemade
Voice: Human
YouTube Followers: 559,000
Sephora
Sales: Retail & Online
Marketing Budget: $20 Million
Videos: Professional
Voice: Corporate
YouTube Followers: 215,000

30. Ask Customer Service
(or Whoever Answers the Phone)
Use a Spreadsheet
Software
SaaS
Ask Prospective Clients
Google Consumer Surveys
Get Info Directly
From Your Audience
Ask Current Clients
Survey Monkey

31. Data Research
Get Demographic Info
Google Public Data Explorer
Google Display Planner (AdWords)
Google Analytics
Data & Stats Search Engines
Zanran
Data360
GetTheData
Consumer Behaviour
Consumer Barometer (by Google)
Break Down Silos
Ask Other Departments

32. Content marketing works
because people really want to…
(a) Hire you.
(b) Be sold to.
(c) Marvel at a product’s features.

33. Content marketing works
because people really want to…
(a) Hire you.
(b) Be sold to.
(c) Marvel at a product’s features.
(d) Solve their problems.

34. How do you get a deal on Dragon’s Den?

35. Solve a
Problem

36. While Somebody Out There
Really Wants to Know…

37. This is not content.
It’s crap.

38. Every Time You Publish Crappy Content,
A Puppy Dies

39. Prove That Your Content is:
Useful
Educational
Entertaining
Worth Consuming
Do You Practice
Smart Content Marketing?

40. The Social Secret Behind…

41. Crowdsourcing
This is your target audience.
If you want your content to resonate with them,
just ask them what they want!

42. Crowdsource Suggestions
Google Suggest
Tool: ubersuggest.org

44. Mine CommentsCheck Quora (Q&A) Reviews
Read, Watch & Listen
Follow Twitter Hashtags
Especially: Events, Twitter Chats & Trends
Crowdsource by Lurking
Immerse Yourself in Your Audience
Subscribe to Newsletters
Blogs & Online Magazines
LinkedIn Groups

45. Duplicate Content is Evil.
Don’t Go There.

46. Instead of Duplicating Content,
Repurpose it!
Give Conference Talk Write Blog PostPost Slides
Write BookPublish Video
Guest Post
Create Infographic

47. Test Page Layouts
Plugin to Consider
Crazyegg Heatmap Tracking

55. Content Discovery Plugins
Outbrain
Zemanta (Editorial Assistant)
Taboola
EngageYa (Cross Promotion)
nRelate
Easy Tynt
Spread Your Content
Attract People From Other Sites
Other Articles From
Blogger’s Own Website
Related Article
from Your Website

56. Click to Tweet
Content Sharing
Customize Messages
With Pre-made Tweets
Plugins to Consider
ClickToTweet.com

57. Share to
Unlock
Plugins to Consider
OnePress Social Locker
WP Share to Unlock

58. It’s not about being everywhere.
It’s about being in right place
for your strategy.

59. Adapt
& Customize

60. Search Engine

61. Consider Different
Video Platforms

62. Kogi Korean BBQ

65. Official Book Website:
www.smartcontentworks.com
Content Marketing Ideas