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Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
The document outlines a 7-step process for creating an effective content marketing strategy: 1) Define objectives, 2) Identify your brand's unique value proposition, 3) Establish metrics for measurement, 4) Profile target audiences, 5) Research audience needs, 6) Plan appropriate content formats, and 7) Develop an amplification plan to promote content. The strategy emphasizes understanding audiences, creating useful content, and distributing content through multiple channels to meet business goals such as increasing awareness, sales, or loyalty.
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Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
- 1. Create a Content Marketing Strategy Your Customers Will Love, in 7 Steps
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- 4. How to keepyour plants watered on vacation, circa 1910 (from U.K. cigarette company)
- 5. How to keepyour plants watered on vacation, circa 2013 (from Lowe’s, via Vine video)
- 6. Content Creates Trust,and This Has Always Been True
- 7. And Trust isthe Filter Through Which All Business Success Must Pass
- 8. Our Emphasis on Content is What’s New
- 9. Nearly a thirdof B2B marketers are spending 25% of their budget (or more) on content marketing Content Marketing Institute, 2014
- 10. Why? ! TheOld Ways of Marketing Don’t Work (like they used to)
- 11. Top-of-mind Awareness isDifficult and Expensive
- 12. Inbound Marketing isOnly Half the Battle
- 13. Inbound marketing doesn’tcreate demand for your products, it simply fulfills it. Nobody goes to Google and says “just surprise me.”
- 14. Content Marketing Worksif it is Useful, Inspirational, Motivational.
- 15. if you havea documented strategy
- 16. 83% of B2Bmarketers have a content strategy, but only 35% have it documented Content Marketing Institute, 2014
- 17. let’s fix that also, my company - Convince & Convert - creates killer content marketing strategic plans for some of the most interesting companies in the world. ! ! ConvinceAndConvert.com
- 18. Content Marketing Strategyin 7 Steps objectives 1 what’s your one thing? 2 measurement 3 audiences 4 audience needs 5 content executions 6 content amplification 7
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- 20. Why are youdoing this at all?
- 21. Is Content Marketinggoing to increase awareness?
- 22. Is Content Marketinggoing to increase sales?
- 23. Is Content Marketinggoing to increase loyalty?
- 24. Content objectives are all over the board. Don’t do that. Pick a rationale for content marketing and stick with it.
- 25. Remember: the goalis NOT to be good at content. ! The goal is to be good at business because of content.
- 26. document this: Becauseof content marketing, our customers will _______, our prospective customers will ________, and our business will _________.
- 27. 2 What’s YourOne Thing?
- 28. Guess what? Someone has already thought of your great idea.
- 29. What’s special aboutYOU and YOUR content?
- 30. It’s usually notyour products and services
- 31. Your “ONE THING”is the soul of your company that shines through all your content marketing
- 32. Give yourself permissionto make the story BIGGER
- 33. How to buya used car infographic….from a locksmith!
- 34. document this: Peoplewill care about our content because of _______. Our content will inspire and motivate them because of _________.
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- 36. Your objectives dictateyour metrics
- 37. If your objectiveis brand awareness, you must measure that, not something else
- 38. The 4 Categoriesof Content Marketing Metrics
- 39. Remember: if you want to track behavior, you have to do something that is trackable
- 40. ! ! ! ConvinceAndConvert.com
- 41. Don’t track everything.Track a few things that actually matter
- 42. document this: Wewill know our content is working because we will track _______, ________, and ____________.
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- 44. Your objectives also dictate your audiences
- 45. Use personas to model your desired audiences
- 46. Who are they?What do they like? How do they spend their time? What influences them?
- 47. document this: Theaudiences for our content marketing are described by this persona (_______), this persona (_______), and this persona (_______).
- 48.
- 49. What content doyour audiences WANT from you? ! What is Youtility for them?
- 50. Youtility is marketingso useful, people would pay for it ! ! ! YoutilityBook.com (free resources)
- 51. Multiple sources tofind audience NEEDS: ! • Web analytics (popular content) • Internal search data • Search analytics (popular search terms) • Social listening • Sales/customer service • Customer interviews
- 52. Remember: don’t settlefor data. ! Get real insights.
- 53. Organize your audienceneeds by persona and buying stage
- 54. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
- 55. How much content do you need?
- 56. Personas X BuyingStages X Questions per Stage
- 57. Personas (5) X Buying Stages (4) X Questions per Stage (5) = 100 pieces of content
- 58. Don’t be afraidto pursue Cooperative Content
- 59. Instagram photo postedby dog lover, and noticed by NestlePurina’s Beggin Strips brand
- 60. With permission, Beggin re-crops photo and posts to it own Instagram account
- 61. Beggin then re-cropsagain, adds watermark and headline, and posts to its Facebook page. Cooperative Content at work!
- 62. Employees are also a great source of Cooperative Content
- 63. document this: Ourbuying stages are_______, _______,_______ and ______. We have listed all the questions our personas need to move through each stage here: _______.
- 64.
- 65. Remember: don’t dothis step out of order. ! You don’t have to have a blog, you have to satisfy audience needs.
- 66. Use personas and audience research to determine optimal content types
- 67. What works in content marketing varies considerably. Content Marketing Institute, 2014
- 68. Remember: don’t relyon other people’s case studies…do your own research
- 69. Remember: if you only pay attention to averages, you’ll always be an average marketer
- 70. Two main typesof content executions: Bricks Feathers
- 71. Bricks are: ! • Heavier • More permanent • More production value • Passed along and saved • Usually targeted closer to decision
- 72. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
- 73. Feathers are: ! • Lighter • Disposable • Less production value • Usually targeted at initial stages
- 74. Awareness! Confirmation! Interest! Purchase! features price suitability and risk avoidance
- 75. This very detailed research report is a brick
- 76. This blog postis a feather
- 77. Unless personas have VERY clear content format preferences, consider atomizing content across multiple types
- 78. Remember: you can take your bricks and turn them into many feathers, in many places
- 79. The BBC nowcreates 15-second news stories with Instagram video. A BBC television broadcast is a brick. This is a feather.
- 80. Create a contentplanning worksheet: Date Format/Channel Author Description Persona(s) Audience Need(s) Funnel Stage Call-to-Action Measurement
- 83. Remember: define WHATyou want content consumers to do next !
- 84. Put your content strategy on a detailed calendar with views by week, month, quarter, year
- 85. Excel or Googledocs at first, dedicated software eventually for calendaring
- 86. document this: Foreach audience need, we will create content in one or more ways, and will create a worksheet to organize content, timelines, and calls-to-action.
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- 88. The fact thatyou created some content does NOT mean anyone will see it (or care about it)
- 89. Remember: Content is fire. ! Social media is gasoline. !
- 90. You must market your marketing and create a distribution plan for each piece of content
- 91. Amplification options: Employees’social Customers’ social Email (internal + external) Organic search Paid search Display ads Organice social Paid social Guest posts Earned meda (PR) Offline ads
- 92. document this: Forthis piece of content, we will amplify it with ______, ______, and ______.
- 93. Content Marketing Strategyin 7 Steps objectives 1 what’s your one thing? 2 measurement 3 audiences 4 audience needs 5 content executions 6 content amplification 7
- 94. Remember: your jobis not to make brochures ! Your job is to tell interesting and informative stories.
- 95. ConvinceAndConvert.com how canwe help you?