The document is a presentation about content marketing from Lisa Garrud of MasterJack Marketing. It discusses content marketing strategies like creating pillars and clusters of content, writing articles, updating websites, using newsletters and social media. It provides tips for these strategies, including choosing article writing styles, including calls to action on websites, legal considerations for newsletters and using analytics to measure performance. The presentation aims to help attendees develop comprehensive content marketing strategies and tactics.

1. MASTER
CLASS
AUCKLAND, NEW ZEALAND ~ AUGUST 21 - 22, 2023
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Lisa Garrud
MARKETING DIRECTOR
MASTERJACK MARKETING
Content Marketing
Master Class

2. CONTENT
MARKETING
MASTERCLASS
Lisa Garrud – MasterJack

3. INTRODUCTION
At MasterJack we focus on written content
marketing – words on a page or a screen.

4. CONTENT MARKETING
A strategic marketing approach
focused on creating and
distributing valuable, relevant,
and consistent content to attract
and retain a clearly defined
audience – and, ultimately, to
drive profitable customer action.

5. WHY I LOVE CONTENT MARKETING
1. MORE WEBSITE VISITS
2. BUILDS AUTHORITY
3. BRAND PERSONALITY
4. MORE CONVERSIONS
5. ESTABLISHES TRUST
6. BETTER LEADS
7. SOCIAL MEDIA CONTENT
8. BRAND VISIBILITY
9. SAVES MONEY

6. CONTENT MARKETING
ANSWERS YOUR
AUDIENCE’S QUESTIONS

7. GENERATES LEADS &
IMPROVES CONVERSIONS
BUILDS TRUST &
DEVELOPS RELATIONSHIPS

8. THE DOWNSIDES
1. IT’S A LONG-TERM STRATEGY
2. IT CAN BE TIME CONSUMING
3. CAN GET WRITER’S BLOCK
4. DIFFICULT TO MEASURE

9. AUCKLAND
LAW FIRM
Two-monthly newsletter
49% open rate
An article one of the partners
wrote on a specific topic went to
the first page of Google within a
few weeks, ranking them as an
authority on the subject.

10. HOME MADE
BEAUTY PRODUCTS
Monthly newsletter
50% open rate
On the days that the newsletter
was published, the highlighted
product sold twice the usual
amount.

11. SPECIALIST
TAX SERVICES
Weekly newsletter
51% open rate
Generates $1,000-$2,000 pm

12. CONTENT MARKETING
STRATEGY

13. THE STARTING POINT
• Who are you and what do
you do?
• Purpose / Mission
• Vision
• Values
• Services / Products

14. WHO?
• Geographic
• Demographic
• Psychographic
• Behavioural

15. SILENT GEN
1928-1947: 78-95 yo
BABY BOOMER
1946-1964: 59-77 yo
GEN X
1965-1980: 43-58 yo
MILLENIALS
1981-1996: 26-42 yo
GEN Z
1997-2012: 11-25 yo
GEN ALPHA
2013-2025: 0-10 yo

16. STYLE
• Use personalised messaging
• Be authentic
• Maintain a professional tone
• Respond promptly
LANGUAGE
• Avoid jargon
• Explain things
• Be mindful of content that could be
seen as exclusionary or insensitive
CONTENT
• Use visuals
• Include real-life stories
• Help them solve problems
• Information is reliable
• Large and easy to read
• Avoid third-party ads
• Simple and uncluttered
• Printable and shareable
DISPLAY

17. CONTENT JOURNEY
• Awareness
• Consideration
• Purchase
• Retention
• Advocacy

18. Platform Age Facebook LinkedIn Twitter YouTube Instagram Snapchat TikTok
Silent Gen 78-95
Baby
Boomer
59-77 ✓
Gen X 43-58 ✓ ✓ ✓ ✓
Millennial 26-42 ✓ ✓ ✓ ✓
Gen Z 11-25 ✓ ✓ ✓ ✓
Gen Alpha 0-10

19. SINCERITY
Disney | Hallmark | Amazon | Cadbury
EXCITEMENT
Tesla | Red Bull | Coca-Cola | Nike
COMPETENCE
Volvo | Google | Intel | Microsoft
SOPHISTICATION
Tiffany & Co | Rolex | Gucci | Apple
RUGGEDNESS
Harley Davidson | Timberland | Jeep
BRAND
PERSONALITIES

20. BRAND ARCHETYPES
1. THE INNOCENT
2. THE EVERYMAN
3. THE HERO
4. THE REBEL
5. THE EXPLORER
6. THE CREATOR
7. THE RULER
8. THE MAGICIAN
9. THE LOVER
10.THE CAREGIVER
11.THE JESTER
12.THE SAGE

21. BRAND VOICE IS
YOUR BRAND’S
COMMUNICATION
PERSONALITY
21 Presentation Title 20XX

23. FREQUENCY
• Option one:
average purchase time,
divided by 10,
round up or down
• Option two:
Ask and test

24. GOALS & EXPECTATIONS
• Database growth
• Website visits
• Social media reach
• Domain authority

25. Industry Av Open Rate Av Click Rate
Unsub
Rate
Architecture & Construction 22.51% 2.51% 0.32%
Beauty & Personal Care 16.65% 1.92% 0.30%
Business & Finance 21.56% 2.72% 0.20%
Daily Deals 15.06% 2.23% 0.10%
Health 21.48% 2.69% 0.40%
Insurance 21.36% 2.13% 0.25%
Legal 22.00% 2.81% 0.22%
Real Estate 19.77% 1.77% 0.27%
Restaurant 19.77% 1.34% 0.39%
40.50%
49.71%
53.06%
50.61%

26. WHAT DO WE TALK ABOUT?
Using the strategy of pillars
and clusters, you are
creating more bite-sized
pieces of content.

27. PILLARS / BUCKETS
A content pillar is a subset of topics or themes which create the
foundation for your overall content strategy. A pillar page covers the
topic broadly; it shouldn’t delve too deeply into answering specific
questions – that’s what an article/blog post is for.

28. MARKETING CO: PILLARS
• Websites
• Design
• Content Marketing
• Social Media
• Digital Marketing
• Print & Promotion
• Education
• Journey Stories
• Mission/Vision/Values

29. MARKETING CO: PILLARS
• Websites
• Design
• Content Marketing
• Social Media
• Digital Marketing
• Print & Promotion
• Education
• Journey Stories
• Mission/Vision/Values

30. KEYWORDS
Once you have your pillars, you’ll need to identify their associated
keywords. Sometimes the most popular queries about your product or
service will surprise you. Never assume you know what to write about,
let the numbers do the talking.

31. MARKETING CO: PILLAR: WEBSITES: KEYWORDS

32. CLUSTERS
Clusters are groups of related content that cover a broad subject area.
They strategically link internally to each other, which eventually lets
Google and, therefore, your readers know, that you are an authority (the
go-to boss) on the topic.

33. MARKETING CO: WEBSITES: CLUSTER TOPICS
• 10 principles of good website design
• What makes a good website checklist
• Interactive experiences on websites
• Users appreciate quality and credibility
• How to engage website visitors in three steps
• Don’t be afraid of white space in web design
• Best websites in the world

34. CONTENT MARKETING
CYCLES

35. WRITE AN ARTICLE
The first step is to create
some time to do this, and the
second is to find a formula
that works for you and/or the
topic you’re writing about.

36. ARTICLE WRITING STRATEGIES
1. POINT AND SHOOT
2. PROBLEM AND SOLUTION
3. TOPICAL
4. THOUGHT PIECE
5. TECHNICAL
6. DO’S AND DON’TS
7. FAQ’S
8. INTERVIEW
9. SEASONAL
10.HOW TO

37. WEBSITE UPDATES
Google loves a regularly
updated website; the more
time you put into it, the more
results you will yield.

38. UPDATING WEBSITE CONTENT
1. MAKE IT CUMULATIVE
2. INCLUDE AN INDEX
3. TO USE IMAGES OR NOT?
4. KEEP THE TEMPLATE SIMPLE
5. INCLUDE SHARING
6. ABILITY TO COMMENT
7. CALLS TO ACTION
8. HIGHLIGHT AUTHORS
9. RELATED ARTICLES

39. KEYWORDS AND
GOOGLE RESULTS
• Put the keyword in the
title, first paragraph and
throughout
• Use secondary keywords –
related or different spelling
• Put the keyword in your
meta description

40. NEWSLETTERS
Newsletters are one of the
most powerful digital
marketing tools because they
allow you to communicate
directly with your prospects
and customers.

41. SENDING NEWSLETTERS
1. BASIC REASONS
2. CHOOSING SOFTWARE
3. DATABASE
4. TEMPLATE DESIGN
5. PERSONALISATION
6. LEGAL CONSIDERATIONS
7. SIGN UP FORMS
8. ONBOARDING PROCESS
9. A/B TESTING

42. SOCIAL MEDIA
Those who post sporadically,
especially if they are only
posting promotional or
sponsored content, will lose
the trust of their audience
over time.

43. POSTING ON SOCIAL MEDIA
1. EASIEST TO LINK
2. IMAGE & VIDEO BASED

44. ANALYTICS
People around you tend to
tell you what you want to
hear, the statistics might be a
bit nerdy, but they don’t lie.

45. READING YOUR STATISTICS
1. OPEN RATES
2. CLICK RATES
3. UNSUBSCRIBE RATES
4. WEBSITE VISITS
5. SOCIAL GROWTH

46. CONTENT MARKETING
TIPS & TRICKS

47. Simon Smith
DIRECTOR
Hilton Hotel
09 123 1234 | 020 123 1234
147 Quay Street, Auckland 1010

48. Simon Smith
DIRECTOR
Hilton Hotel
09 123 1234 | 020 123 1234
147 Quay Street, Auckland 1010

50. PODCASTING
One session equals three
types of content – sound,
video and with transcribing,
content that can be worked
into written articles.

51. THANK YOU
Lisa Garrud – MasterJack