The document provides tips for developing an effective content strategy. It recommends beginning with understanding the audience by researching their goals and common questions. Next, the goals of the specific content need to be defined by answering audience questions and driving them to learn more. Then appropriate formats are selected, such as a video series and accompanying blog posts. Finally, the content is released through a launch campaign and ongoing promotion to engage the audience and drive conversions.

1. Content Marketing:
Tips & templates for Creative Strategists

2. Summary
Moving from marketing objective
to releasing killer content requires
strategy, empathy & creativity

3. START WITH THE BIG QUESTION...
What’s the point...
and who cares?

4. AIM TO ADD VALUE TO YOUR AUDIENCE
Your content strategy should be shaped
by both your own goals and your
audience’s goals.
Thinking about content this way, from
the start, means you’ll create something
your audience really cares about.

5. Process

6. OVERVIEW OF PROCESS
CreationAudience Goal Formats Release
Most of your
research happens
here as we try to
understand how to
give value to our
audience.
The strategic
stage, aligning
the brief with
the audience
insight to define
our message etc.
The production
stage, focusing on
effectiveness
shaped by
individual
platforms.
Ensuring the
content is easy
to promote,
measure and
perhaps be used
again.
The creative
stage, with ideas,
experiments,
drafts etc.

7. In Action!
Brief: We need content to increase
conversions in Saas experts who are
already aware of our brand.

8. Audience

9. AUDIENCE = SEGMENTS + PERSONAS
Persona’s can sometimes feel a bit invented…
Zi is 32, starting a new role as Brand Manager and has a pet goldfish.
Whereas segments can be too dry for a creative hook to form…
Decision makers at Saas start-ups in Europe.
To understand the audience you need to combine the two.
Use data, but bring it to life.

10. HOW TO RESEARCH YOUR AUDIENCE?
Search Trends on Google
Google Survey
Focus Group
News, forums, blogs
Example insight...
Trends, Locations & Demographics
Quick answers to specific questions
Depth and surprises from narrow audience
Popular topics and discussions
A quick bit of research shows customer
loyalty is becoming more searched during
2020 and marketers want to measure it
more accurately.

11. AUDIENCE TEMPLATE
Summary
A decision maker but not an
expert in our niche.
Goal
“I’m aware of the product and
it’s benefits, but I have several
questions about how it would
work for my company.”
Locations
Tech & business hubs
or capitals globally
Platforms
Forums & conferences,
social media.
Our company?
“I’ve heard of them
and I’m an evangelist
for customer
success.”
Blockers?
“Surely we can make
our own version of
this inhouse?”
Opportunities?
“I’ve got a short
amount of time to
show results.”

12. Goals

13. WHAT’S A CONTENT GOAL?
‘More conversions’ is just the brief. Your goal has to go further.
A customer won’t just pop into existence at the end of a blog. They need
to be put back into the sales funnel with a new motivation.
This means answering existing questions, leaving them with new
questions and showing clearly how and why to communicate with us.
We can do that with another template...

14. GOAL TEMPLATE
We want to answer... commonly searched questions about customer
loyalty.
We want to leave the audience... aware of how important community
is for loyalty and curious about the strength of their own customer
community.
We want them... to want to know more about our own tools and
techniques to assess loyalty either on a call or by viewing a case study.

15. Content

16. HERE’S THE CREATIVE BIT...
Our goal and audience should be clear by now.
But this won’t be enough to stand out.
One unconscious bias which makes content stand out is weirdness - the
novel and strange is memorable for audiences.
Which got me thinking about the role of psychology in marketing… and
loyalty.
With mental health such an important topic in 2020, lets combine a few
trends together for our content idea.

17. OUR CONTENT IDEA
Inside Minds: Psychologists meet marketers.
● A series of conversations between marketers and psychologists
● Ranging from students to industry leaders
● The science behind loyalty and community
● How communities are created and managed
● Famous or fun examples of cognitive bias
● Discussing the impact of marketing on people’s minds
● What trends 2020 may create

18. Formats

19. YOU KNOW YOU NEED MORE THAN AN EBOOK RIGHT?
Our example idea positions a company as a thought leader by
hosting conversations between experts. So...
● A 6-part video series is a natural fit - edited to 3 and 15 minute
versions.
● Podcasts can be made from the full interviews (45-60 mins).
● Each interview can also be written up as a blog.
● Remarkable quotes can be shared on social media.
● An Ebook that accompanies the series links the best insight with our
relevant techniques.
● A new weekly newsletter to accompany the series to remind people
to watch new episodes.

20. Release

21. FINALLY WE’RE THINKING ABOUT RELEASE
With the content created, now we get it out there and turn it into a
funnel too.
● A new landing page and a launch campaign
● A press release with new relevant statistics from Google Survey is
sent to the media
● Engaging our interview participants to share with their networks
● Mentioning sign-up to our emails at the end of each interview
● Engaging our sales team to share insight from the new content
● Linking our content with our techniques

22. NEED TO KNOW MORE?
Ask a question - or give us a challenge!
nick.p@thegoodbamboo.co.uk
www.thegoodbamboo.co.uk
Insta @goodbamboomarketing

23. Thanks!
www.thegoodbamboo.co.uk