Content driven marketing strategy

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The document outlines a four phase content-driven marketing strategy: understand customers and your business, build a core story and collateral, deliver an integrated marketing campaign through various channels, and converse with customers and prospects through ongoing communication. The goal is to define ideal prospects, increase qualified leads and pipeline, set up introductions and face-to-face meetings, close deals, and grow a memorable brand through compelling content.

Business News & Politics

+
Content-Driven
Marketing
Strategy
For Business and Entertainment

Wendy Brache wendy@brache.us 720.468.3998

+
Businesses who want to thrive must:

Truly understand their customers.

Stop “marketing” to them.

Build entertaining and compelling content
that reaches the right person at the right
time in the right way…and inspire them to
take action!

Wendy Brache wendy@brache.us 720.468.3998

+
Content Driven Marketing Strategy:
Four Phases

Understand
Build
Deliver
Converse

Wendy Brache wendy@brache.us 720.468.3998

+
Understand Your Customers

Who is your ideal prospect?
What do they care about?
Have you defined your segments?

Wendy Brache wendy@brache.us 720.468.3998

+
Understand Your Business

What you do What your
differently than customers
the competition care about

That’s the stuff

Wendy Brache wendy@brache.us 720.468.3998

+
Build Your Story

Your core story is made up of
powerful, simple, value-based
messaging that answers the
question, “why should I buy from you
over anyone else?”

Wendy Brache wendy@brache.us 720.468.3998

+
Build Your Collateral

Build the materials that will help tell your story.

Incorporate your core value messaging into all
your content.

Create unique value stories that speak to your
customer business objectives and pain points.

Wendy Brache wendy@brache.us 720.468.3998

+
Build Your Foundation

Enable sales and other customer-
facing employees with strong
messaging that breaks down barriers,
starts real conversations and gets
face-to-face appointments and
additional referrals.

Wendy Brache wendy@brache.us 720.468.3998

+
Deliver

Connect with qualified prospects.

Launch an integrated marketing
campaign to ensure your story is told
to the right person, at the right time, in
the right way.

Wendy Brache wendy@brache.us 720.468.3998

+
Deliver

Some elements of an integrated marketing campaign include:

Digital Media
Social Media
Video
Websites/Micro-Sites
Email Campaigns
Landing Pages
Success Stories
Whitepapers
Buyers’ Guides
Video Pamphlets
Direct Mail
…and much, much more

Wendy Brache wendy@brache.us 720.468.3998

+
Converse

Start an ongoing conversation with your
customers and prospects.

Nurture those who aren’t ready to buy
today, but may be ready within the
next 3-12 months.

Wendy Brache wendy@brache.us 720.468.3998

The document outlines a four phase content-driven marketing strategy for businesses and entertainment. The phases include understanding customers and the business, building a core story and collateral, delivering an integrated marketing campaign through various channels, and ongoing conversation with customers and prospects. The goal is to increase the customer base, close deals, and make the brand memorable through compelling content.

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Cultivating new high-value clients is an incremental process of gradually moving leads closer to becoming paying clients, represented as concentric circles of a dartboard. The outer circles include unknown prospects who have not heard of your business. Through initial contact and consumption of your content, they become leads, and after multiple interactions become prospects closer to becoming clients in the center. Rather than pressuring leads aggressively, the key is to gently guide them toward deeper engagement through high-value content and compelling calls to action that position you as a renowned expert and solve their problems.

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Content driven marketing strategy

1. + Content-Driven Marketing Strategy For Business and Entertainment Wendy Brache wendy@brache.us 720.468.3998

2. + Businesses who want to thrive must: Truly understand their customers. Stop “marketing” to them. Build entertaining and compelling content that reaches the right person at the right time in the right way…and inspire them to take action! Wendy Brache wendy@brache.us 720.468.3998

3. + Content Driven Marketing Strategy: Four Phases Understand Build Deliver Converse Wendy Brache wendy@brache.us 720.468.3998

4. + Understand Your Customers Who is your ideal prospect? What do they care about? Have you defined your segments? Wendy Brache wendy@brache.us 720.468.3998

5. + Understand Your Business What you do What your differently than customers the competition care about That’s the stuff Wendy Brache wendy@brache.us 720.468.3998

6. + Build Your Story Your core story is made up of powerful, simple, value-based messaging that answers the question, “why should I buy from you over anyone else?” Wendy Brache wendy@brache.us 720.468.3998

7. + Build Your Collateral Build the materials that will help tell your story. Incorporate your core value messaging into all your content. Create unique value stories that speak to your customer business objectives and pain points. Wendy Brache wendy@brache.us 720.468.3998

8. + Build Your Foundation Enable sales and other customer- facing employees with strong messaging that breaks down barriers, starts real conversations and gets face-to-face appointments and additional referrals. Wendy Brache wendy@brache.us 720.468.3998

9. + Deliver Connect with qualified prospects. Launch an integrated marketing campaign to ensure your story is told to the right person, at the right time, in the right way. Wendy Brache wendy@brache.us 720.468.3998

10. + Deliver Some elements of an integrated marketing campaign include: Digital Media Social Media Video Websites/Micro-Sites Email Campaigns Landing Pages Success Stories Whitepapers Buyers’ Guides Video Pamphlets Direct Mail …and much, much more Wendy Brache wendy@brache.us 720.468.3998

11. + Converse Start an ongoing conversation with your customers and prospects. Nurture those who aren’t ready to buy today, but may be ready within the next 3-12 months. Wendy Brache wendy@brache.us 720.468.3998

12. + Results * Ideal prospects defined * Core value-based messaging * Proven integrated campaigns launched * Pipeline filled with qualified leads * Introductions made * Face-to-face meetings held * Deals closed * Increased customer base * Memorable brand Wendy Brache wendy@brache.us 720.468.3998

13. + About Wendy Works with entertainment companies and B2B corporations to increase customer base, close deals and make your brand memorable. Website: www.WendyBrache.com Recommendations and Testimonials: http://www.linkedin.com/in/wendybrache Wendy Brache wendy@brache.us 720.468.3998

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