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![Content marketing emerged in 2013 as the
top digital priority for B2B and B2C
marketers, edging out former front-runner
– social media engagement.
[Content Marketing Institute, 2014]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-6-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-7-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-8-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-9-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-10-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-11-2048.jpg)
![86% of B2B marketers and 77% of B2C
marketers use content marketing.
[Content Marketing Institute, 2014]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-12-2048.jpg)
![Content marketing costs 62% less than
traditional marketing and generates about
3 times as many leads.
[DemandMetric]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-21-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-36-2048.jpg)
![By 2020, customer experience will
overtake price and product as the key
brand differentiator.
[Gartner, 2014]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-37-2048.jpg)
![52% of marketers support two to four
roles and buyer personas with
dedicated content.
[LinkedIn Technology Marketing Community, 2014]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-38-2048.jpg)
![64% of people say the customer
experience is more important than
price in their choice of a brand.
[Gartner]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-39-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-49-2048.jpg)
![48% of marketers use dedicated content
to support three to five buying stages.
[LinkedIn Technology Marketing Community, 2014]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-50-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-60-2048.jpg)
![82% of consumers feel more positive
about a company after reading
custom content.
[Demand Metric]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-61-2048.jpg)
![61% of consumers say they feel
better about, and are more likely to
buy from, a company that delivers
custom content.
[Custom Content Council]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-62-2048.jpg)
![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]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-94-2048.jpg)
![Having a documented content strategy
nearly doubles the chance that you’re
successfully tracking ROI.
[Content Marketing Institute]](https://image.slidesharecdn.com/contentmarketingessentialsforslideshare-160303204743/75/Content-Marketing-Essentials-Building-a-Customer-Focused-Content-Strategy-95-2048.jpg)
Uploaded byGeorgiana Laudi
Content Marketing Essentials - Building a Customer Focused Content Strategy
This document outlines the importance of content marketing, emphasizing its role in attracting and engaging targeted audiences to drive customer action. It discusses the need for understanding customer personas, the customer journey, and effective content creation and distribution strategies. Furthermore, it highlights key statistics about content marketing's effectiveness compared to traditional methods and the critical role of documented strategies in achieving successful outcomes.
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Similar to Content Marketing Essentials - Building a Customer Focused Content Strategy
Content Marketing Essentials - Building a Customer Focused Content Strategy
- 1. Building a CustomerFocused Content Strategy March 3rd, 2016 CONTENT MARKETING ESSENTIALS
- 2. Georgiana Laudi VP Marketing,Unbounce @ggiiaa georgianalaudi.com
- 3. What it is Whatit’s not Understanding Your Customer Creating & Distributing Content Goal Setting Content Marketing
- 4. What it is ContentMarketing
- 5.
- 6. Content marketing emergedin 2013 as the top digital priority for B2B and B2C marketers, edging out former front-runner – social media engagement. [Content Marketing Institute, 2014]
- 7. Content marketing isthe 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]
- 8. Content marketing isthe 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]
- 9. Content marketing isthe 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]
- 10. Content marketing isthe 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]
- 11. Content marketing isthe 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]
- 12. 86% of B2Bmarketers and 77% of B2C marketers use content marketing. [Content Marketing Institute, 2014]
- 13. Content Marketing in thewild Content Marketing
- 21. Content marketing costs62% less than traditional marketing and generates about 3 times as many leads. [DemandMetric]
- 22. What it’s not ContentMarketing
- 23.
- 24. Content marketing requiresexpertise. Expertise takes time. Time is money. Content Marketing is not free
- 25.
- 26. Content Marketing isnot fast You’re building relationships and spreading your message over years, not minutes, hours or days.
- 27. Content Marketing isnot fast You’re building a valuable asset, that you own.
- 28. all you need ContentMarketing is not
- 29. Content Marketing isnot all you need You need a problem to solve. Customer Personas Customer Journey
- 30. Content Marketing isnot all you need You need to solve it better than anyone. Unique Selling Proposition Killer Customer Experience
- 31. Content Marketing isnot all you need You need people to know you solve it. Social Search Email
- 33.
- 34.
- 35. Customer Personas arefictional, but data-driven, profiles of your ideal or actual customer or customers. What Are Customer Personas
- 36. Content marketing isthe 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]
- 37. By 2020, customerexperience will overtake price and product as the key brand differentiator. [Gartner, 2014]
- 38. 52% of marketerssupport two to four roles and buyer personas with dedicated content. [LinkedIn Technology Marketing Community, 2014]
- 39. 64% of peoplesay the customer experience is more important than price in their choice of a brand. [Gartner]
- 40. 1. Who yourcustomers are (and could be) 2. What your customers need 3. Your customers habits & buying behaviours Customer Personas Identify…
- 41. Customer Persona TemplateExample Sample Sally
- 42. Building Customer Personas 1.Identify your target customer groups
- 43. 2. Do yourresearch Building Customer Personas
- 44. 3. Build outyour personas Building Customer Personas
- 45.
- 46. They help guideand clarify the marketing strategy of small businesses, and help larger companies keep their goals focused. Customer Personas
- 47. The Customer Journey YourCustomer
- 48. A framework thatmaps the stages of your customer’s lifecycle, enabling you to better understand and thus improve your customer’s experience. The Customer Journey
- 49. Content marketing isthe 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]
- 50. 48% of marketersuse dedicated content to support three to five buying stages. [LinkedIn Technology Marketing Community, 2014]
- 51. Customer Journey MapExample
- 52. The Customer Journey 1.Your customer personas
- 53.
- 54. The Customer Journey 2.Create your customer stages
- 55. Common Customer JourneyPhases Awareness Engagement Evaluation Growth
- 56.
- 57. The Customer Journey 3.Know your customers’ goals
- 58.
- 59.
- 60. Content marketing isthe 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]
- 61. 82% of consumersfeel more positive about a company after reading custom content. [Demand Metric]
- 62. 61% of consumerssay they feel better about, and are more likely to buy from, a company that delivers custom content. [Custom Content Council]
- 63. Creating & DistributingContent The 4 Types of Content & The 3 Ways to Source it
- 64. The 4 Typesof Content Text Images Multimedia Interactive
- 65. 4 Types ofContent 1. Text Based Content Share information, tell stories and drive conversations.
- 66. 1. Text BasedContent Blogging Guest Posting Case Studies Cheatsheets Checklists Collateral Company News Ebooks FAQs Guides How-To’s Interviews Lists Predictions Press Releases Print Articles Q&As Research Reports Testimonials Whitepapers
- 67. 2. Image BasedContent Attract attention, communicate quickly, add interest. 4 Types of Content
- 68. 2. Image BasedContent Candid Photos Charts & Graphs Collage Comics & Cartoons Creative Photography (Facebook, Instagram, Pinterest) Illustration/Art Infographics Listicles (Visualized Lists) Maps Memes Professional Photos (Portraits, Product Shots, Offices) Screenshots Sketched Notes Stock Photos Timelines Visual Quotes
- 69. 3. Multimedia Content Superiorstorytelling using audio/visual. 4 Types of Content
- 70. 3. Multimedia Content Animation(Cartoons, GIFs, Infographics, Typography) Audiobooks Case Study Videos Demos Ecourses Explainer/Product Videos How-to Videos Interviews Location Tours Music Videos Songs Parodies Podcasts Presentations Recorded Webinars Slideshows Storyboards Vlogs
- 71. 4. Interactive Content Encourageactive participation or creation. 4 Types of Content
- 72. 4. Interactive Content Calculators Contests Games Hashtags In-PersonEvents Livestream Video (Google Hangouts, Periscope, Blab) Live Webinars Maps/Tours Polls & Quizzes Roundtables Seminars Surveys Templates Twitter Chats User-generated Content (Articles, Reviews) Worksheets Workshops
- 73. The 3 Waysto Source Content Creating Curating Crowdsourcing
- 74. 1. Creating UniqueContent The 3 Ways to Source Content
- 75. 2. Curating The 3Ways to Source Content
- 76. Curating Content —Comarketing
- 77. Curating Content —Comarketing
- 78. 3. Crowdsourcing The 3Ways to Source Content
- 79.
- 80.
- 81. Content Distribution for YourCustomer Journey Creating & Distributing Content
- 82. Content Distribution Build Awareness IncreaseEngagement Help Evaluate Support Growth
- 83.
- 84. Content Distribution toBuild Awareness Social Engagement Paid
- 85. Content Distribution toBuild Awareness Search Organic Paid
- 86. Content Distribution toBuild Awareness Referrals Partners Customers Influencers
- 87. Content Distribution toBuild Awareness Events Online Offline
- 88.
- 89. Content Distribution toBuild Engagement Email Lead Generation Nurture Campaigns
- 90. Content Distribution toBuild Engagement Paid Media Lead Generation
- 91. Content Distribution Help Evaluate Email PaidMedia Website 1-on-1
- 92. Content Distribution Support Growth Email In-AppMessaging Customer Community 1-on-1
- 93. Goal Setting & Tracking ContentMarketing
- 94. Content marketing isthe 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]
- 95. Having a documentedcontent strategy nearly doubles the chance that you’re successfully tracking ROI. [Content Marketing Institute]
- 96. Goal Setting &Tracking Identify & track your personas through your customer journey
- 97. Goal setting Identifying Personas Self-Segmentationby Content Lead Gen Forms Progressive Profiling Time of Purchase
- 98. Goal setting Key PerformanceIndicators (KPIs) Website & Social Analytics Email Marketing Software Marketing Automation Application Data Billing/Accounting Software
- 99. Unbounce’s Customer JourneyKPIs Website Analytics (like Google Analytics) Email/Automation Reports (like MailChimp, Hubspot) Application Analytics or Billing Software (like Totango, Recurly, Freshbooks )
- 100. Unbounce’s Customer JourneyContent
- 101.
- 102.
- 103.
- 104. Beginners Guide toSearch Engine Optimization Beginners Guide to Social Media Marketing Content About Content Lead Generation Course http://the.unbounce.com/lead-generation-course/ https://moz.com/beginners-guide-to-seo https://www.quicksprout.com/the-beginners-guide-to-online-marketing-chapter-12/ Creating Customer Personas Building a Customer Journey http://www.singlegrain.com/buyer-personas-2/complete-guide http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
- 105. http://get.unbounce.com/webinar-marketing-guide/ Blogging & GuestBlogging Ebook Guide Webinar Guide Launching a Podcast https://www.marketdoc.com/ultimate-guest-blogging-guide/ http://contentmarketinginstitute.com/2015/05/guide-blogging-business/ https://www.searchenginejournal.com/ultimate-guide-e-books/143920/ Creating Case Studies http://unbounce.com/content-marketing/create-a-case-study-that-converts/ http://unbounce.com/content-marketing/guide-to-launching-podcast-in-itunes/ Content About Content
- 106. Resources & FurtherReading: http://todaymade.com/blog/history-of-content-marketing http://www.sproutcontent.com/blog/bid/140145/7-Big-Brands-are-Succeeding-in-Content-Marketing-You-Can-Too http://www.forbes.com/sites/marketshare/2012/05/16/ge-general-mills-and-sears-explain-their-success-in- content-marketing-part-1 http://www.copyblogger.com/brick-and-mortar-content-marketing http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing http://www.vieodesign.com/blog/what-is-a-buyer-persona http://www.vieodesign.com/blog/how-to-create-a-buyer-persona http://www.singlegrain.com/buyer-personas-2/complete-guide-developing-using-buyer-personas http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/ http://blog.hubspot.com/marketing/content-marketing-plan http://www.jeffbullas.com/2015/02/06/the-5-key-pillars-you-need-for-epic-content-marketing-success http://www.slideshare.net/prnewswire/77-types-of-content-to-feed-your-audience All Images: https://unsplash.com/collections/885/world-book-day
- 107. Georgiana Laudi VP Marketing,Unbounce @ggiiaa georgianalaudi.com Thank you!