This document provides an overview of content marketing strategies and tips. It discusses identifying target audiences through buyer personas and journey mapping. It covers content mapping by audience stage and type. It emphasizes creating unique, high quality "10x content". It lists various marketing channels and emphasizes testing a few at a time. It discusses email list development and lead nurturing through drip campaigns tailored to the buyer's journey. Expert tips focus on understanding audiences, creating great content, testing strategies, and continual improvement.

2. • I’m Greg
• Also know as “Shuey”
• Co-founded Stryde
• Husband of one, father of three… and a
dog
• Master fort builder

4. WE HELP BRANDS
ACCELERATE GROWTH

5. PRECISE AUDIENCE
TARGETING

6. One of the quickest ways to fail at
marketing is not intimately knowing and
understanding your audience

8. Five Components
• Audience Identification/Buyer Journey
Mapping
• Content Mapping & Creation
• The Right Sales & Marketing Mix
• Email List Development
• Drip Campaigns/Lead Nurturing

10. Content Marketing Is…
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.
- Content Marketing Institute

11. Teaching Instead of Selling

13. 60% of all purchase decisions are made
before having a conversation with a sales
representative
- Harvard Business Review

14. 61% of consumers say they feel better about
a company that delivers custom content, and
are more likely to buy from that company.
- Content Council

15. People spend more than 50% of their time
online looking at content.
- Nielsen

16. 70% of consumers prefer getting to know a
company via articles rather than ads.
- Content+

17. 90% of consumers find custom content
useful, and 78% believe that organizations
providing custom content are interested in
building good relationships with them.
- CMO Council

19. Step 1
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.
Audience Identification/Buyer
Journey Mapping

21. Persona Development
• How do you get the data?
– Current customer surveys
– Current prospect surveys
– Google consumer surveys
– Survey Monkey market research surveys

22. The Buyers Journey
Awareness Consideration Decision
Prospect is
experiencing and
expressing symptoms
of a problem or
opportunity.
Prospect has now
clearly defined and
given a name to their
problem or
opportunity.
Prospect has now
decided on their
solution strategy,
method, or approach.

23. The Buyers Journey

24. Expert Tips
• You don’t have to be a market research
expert
• You don’t have to pay big bucks for the
research to be done
• Get on the phone and ask the right
questions
• Stay close to your customers

25. Step 2
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.
Content Mapping & Creation

26. Content Mapping
Awareness Consideration Decision
Key Terms
• Troubleshoot
• Issue
• Resolve
• Risks
• Upgrade
• Improve
• Optimize
• Prevent
Key Terms
• Solution
• Provider
• Service
• Supplier
• Tool
• Device
• Software
• Appliance
Key Terms
• Compare
• Versus
• Comparison
• Pros & Cons
• Benchmarks
• Review Test

27. Content Mapping
Awareness Consideration Decision
Content Types
• Analyst Reports
• Research Reports
• Guides & eBooks
• Editorial Content
• Expert Content
• White Papers
• Educational Content
Content Types
• Comparison White
Papers
• Expert Guides
• Webinars
• Podcasts
• Video
Content Types
• Vendor
Comparisons
• Product
Comparisons
• Case Studies
• Free Trials
• Product Specs
• Live Demos

28. How Are You Different???

32. Find the very best piece of
content on the internet about
a particular topic and make it
10 times better in every way,
shape, and form.

33. 10x Content
• Extremely positive user experience
– Desktop, mobile, any device
• High quality, trustworthy, useful, interesting
• Totally different in scope and detail

34. 10x Content
• Creates an emotional response
– awe, joy, anticipation, admiration
• Solves a problem or answers a question
by providing comprehensive, accurate,
exceptional information or resources
• Additional content forms
– Imagery, video, etc.

35. Expert Tips
• If you’re not going to create unique
content, don’t bother
• If you’re not going to create GREAT
content, don’t bother
• If you do content right, it will fuel your
social media efforts as well as your SEO
– So kill three birds with one stone!

36. Step 3
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.
The Right Sales & Marketing Mix

38. 19 Traction Channels
• Targeting Blogs
• Publicity (Traditional Media)
• Unconventional PR
– Contests, Handwritten Notes
• Search Engine Marketing
• Social & Display Ads

39. 19 Traction Channels
• Offline Ads
• Search Engine Optimization
• Content Marketing
• Email Marketing
• Viral Marketing

40. 19 Traction Channels
• Engineering As Marketing
– Calculators, Widgets, Etc.
• Business Development
• Sales
• Affiliate Programs
• Existing Platforms
– Websites, Apps, Other Networks (Huge # of
users)

41. 19 Traction Channels
• Tradeshows
• Offline Events
• Speaking Engagements
• Community Building
– Wikipedia, Stack Overflow, Forums, Etc.
Google Search: 19 traction channels

42. Expert Tips
• Find channels under utilized by
competitors
• Test 2-3 channels at a time
• Laser focus on the core channel that is
most promising & delivering the best
results

43. Step 4
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.
Email List Development

47. Other Ways
• Referral/Forwarding Requests
• Relevant Giveaways/Contests
• Webinars
• Request a Demo

48. Expert Tips
• Constantly be thinking how to acquire
more subscribers at a reasonable price.
• There has to be a compelling offer or your
content has to be so insanely valuable that
they opt in just because.

49. Step 5
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.
Drip Campaigns/Lead Nurturing

50. The Buyers Journey
Awareness Consideration Decision
Prospect is
experiencing and
expressing symptoms
of a problem or
opportunity.
Prospect has now
clearly defined and
given a name to their
problem or
opportunity.
Prospect has now
decided on their
solution strategy,
method, or approach.

51. Expert Tips
• Segmentation is key!!!
• Always ask for feedback
• Provide social proof
• Test delivery times and days
• Mobile friendly
• Tag all links with Google’s URL Builder

52. ANY QUESTIONS?