The document provides an overview of content marketing, defining it as the process of creating and distributing valuable content to engage a target audience and drive profitable actions. It emphasizes the importance of planning, developing, and distributing engaging content aligned with business goals and strategies. Additionally, it outlines steps for identifying target audiences and highlights the resources and tools needed for effective content marketing.

1. Content Marketing
A brief overview of terms & concepts
Jasmine Sante
Sante Strategies
Jasmine Sante – www.santestrategies.com - @mjsante - @webmavensdc

2. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
Content marketing is the marketing and business
process for creating and distributing relevant and
valuable content to attract, acquire, and engage a
clearly defined and understood target audience –
with the objective of driving profitable customer
action. – Content Marketing Institute
(clunky but established)

3. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
Content marketing - Plan, develop
and distribute content that is
engaging and useful to your target
audiences to support a business
goal.
(my definition)

4. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
Break that down (bottom to top)
plan
develop
distribute
content, engaging and useful
to your target audiences
to support a business goal

5. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
to support a business goal

6. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc

7. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
to support a business goal

8. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc
Find Your Target Audiences

9. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc
Find Your Target Audience
1. Identify Market Segments
2. Personas
3. Surveys
4. Analytics
5. Insight tools
6. Evaluate your content metrics
against audiences

10. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content , engaging and useful
to your target audiences
to support a business goal

11. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc

12. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
support a business goal

13. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc

14. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
support a business goal

16. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
support a business goal

18. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc
Resources Roadmap Running It
People
Budget
Tools
Limitations
Goals
Audience
Strategy
Tactics
Launch Plan
Execution
Testing
Analysis
Creating a Content Marketing Plan

19. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc