SlideShare a Scribd company logo
1 of 49
Download to read offline
How to Plan and Build a
Successful Content
Marketing Strategy
#thinkcontent
Michael Brenner
NewsCred – Head of Strategy
@BrennerMichael
Agenda
•  The key factors for content marketing success
•  The core components of a content marketing strategy
•  How to utilize content across the buyer journey
•  How to work with NewsCred to document your strategy
and achieve success
#thinkcontent
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content Across
the Buyer Journey
There’s been a fundamental
shift in the way we create,
consume, and share content.
Every single day…
4.75 billion piece of content are shared
1.8 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
#thinkcontent
5
“Marketing used to be about making a
myth and telling it. Now it’s about
telling a truth and sharing it.
- MARC MATHIEU -
Unilever
”
#thinkcontent
6
I have no patience for useless
things.
7
“The buyer journey is nothing more
than a series of questions that must
be answered.
- IDC -
”
#thinkcontent
Awareness Consideration Preference
Online Communities
Search Engines
eBooks
Email Newsletters
Editorial Articles
White Papers
Podcasts
Case Studies
Online Videos
Webcasts
Virtual Trade Shows
Product Literature
Trial Software
Online Vendor Demos
Begin
decision
process
Make
decision
Identify
business
problem Establish
requirements/
build RFP
Align IT with
business
objectives
Explore
technology
options
Research
solutions
Determine
solution
strategy Assess ROI
Research
products/
vendors
Build
short
list
“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
•  Not Advertising or PR
•  It is Customer, Not brand-focused
•  Seeks to answer customer questions across the buyer journey
•  Owned media
Content Marketing Defined
#thinkcontent
Behind every tweet, share,
and purchase is a person,
like you and me.
#thinkcontent
Put Your Customers’Needs First.
Make them the hero.
Our Natural Instinct
Content
Marketing
Brand
Purpose
What
Customers
Want
Charity
#thinkcontent
“We need to stop interrupting what
people are interested in and be what
people are interested in.
- CRAIG DAVIS -
”
#thinkcontent
Unique Point of View Trap
Too easy to become consumed
with your story, not your customers.
#thinkcontent
Six key factors to content marketing success:
1  Document content strategy
2  Have someone in charge of content
3  Consistently publish quality content
4  Map content to buyer journey
5  Balance Paid, Owned, Earned Media
6  Track Content Marketing ROI
#thinkcontent
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content Across
the Buyer Journey
•  Delivering content your audience wants
•  Managing content as an asset (with an ROI)
•  Thinking and acting like a publisher
What is a Content Strategy?
#thinkcontent
Why is it important to have a documented
content strategy?
3 Steps to Building a Content Strategy
1 Why?
What’s the Business Case?
3 What?
Show results tied to your business objectives.
2 How?
Team, actions, and budgets needed.
#thinkcontent
Content Marketing Roadmap
•  Budget
•  Destination
•  Frequency
•  Amplification / Optimization
•  Collaboration (Who does what)
Discovery Destination Team Topic Models
Customer
Journey
KPIs /
Reporting
Optimization
•  Business Case
•  Current State
•  Budget
•  Branding/Design
•  Platform
•  Firm Integration
•  Who does what?
•  Agency
•  NewsCred
•  Distribution
•  Structure
•  Topics
•  Types
•  Content by Stage
•  Conversions
•  Subscriptions
•  Define report
•  Who / when?
•  Content
•  Platform
•  Distribution
#thinkcontent
Content marketing mission statement
Become a destination for [target audience]
interested in [topics]. To help them
[customer value].
This will help us [content marketing goals]
•  Earn your audience’s attention vs. just
buying it
•  Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small
Businesses Do More Business. To become
the largest source of inbound leads.
#thinkcontent
Commit To Measuring Your Results
Awareness / Reputation:
Classic Brand / PR objectives. SOV, SOC, and press mentions. With Whom? On What Topic?
Measured by?
Reach:
Who is the target Audience? What are their online interests? How can we measure?
Engagement:
Drive deeper relationship with the brand. Measured by time spent, bounce rate, social shares
Convert:
Subscribers, Leads, Sales
#thinkcontent
Define Content Marketing Roles and Functions
Content
Marketer /
Editor
Strategizes, writes,
and oversees
content projects to
ensure brand
consistency and
alignment with
business
objectives.
Community
Manager
Distributes content
across social
channels, engages
online communities,
and contributes to
content projects.
Designer
Brings content to life
through the user
experience and rich
visuals.
Contributors
Any content creator-
blogger,
photographer,
designer — who
contributes to your
project.
SEO / Paid
Specialist
Manages the paid
distribution of
content online.
Analytics
Defines best/ worst
performers,
conversion
optimization and
measurement
communications.
Curation
Fines and re-
purposes the best
content from your
business and from
around the web.
#thinkcontent
Define The Business Case, Workflows,
Gain Organizational Buy-in
•  Make sure all stakeholders understand your mission statement and business goals
•  Determine who needs to sign off on content
•  Set approval processes for publishing and sharing content in order to cut down on
back-and-forth
•  Leverage technology to automate that entire process is a great way to get ahead
Consider Your Destination and Branding
#thinkcontent
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content Across
the Buyer Journey
Conduct A Content Audit
A Content Audit will help you:
•  Give you a true sense of scale
•  Identify gaps
•  Seize opportunities for content repurposing
•  Determine performance issues
•  Evaluate content quality
•  Improve your information architecture
Look at Content by Buyer Stage
Early Stage
Middle Stage
Late Stage
66% 28%
Early-Stage Content
Late-Stage
Content
Middle-Stage
Content
6%
#thinkcontent
Where in the journey do we want to connect?
Online Influences Discover Consider Decide
•  Reviews
•  Comments
•  Blogs
•  Forums
Why buy?
•  Educate
•  Search
Why buy now?
•  What
•  When
•  Who
Why buy from you?
•  Trust
•  Capability
•  Capacity
#thinkcontent
Defining Topics
What are we going to talk about?
•  [Sample at left – SAP “The Customer
Edge” blog keyword analysis]
#thinkcontent
Content across the buyer journey
Top of the Funnel
Quality, licensed content around broader, shareable topics that drives visibility
and engagement
Middle of the Funnel
A combination of licensed and custom content that’s not only useful and timely,
but also hits on niche topics specific to your offering and solutions. Potentially gated.
Bottom of the Funnel
Custom content promoting your products and services: case studies, product
offers, customized demos, etc.
Customer Stage
Consistent cadence of TOFU/MOFU content as well as personalized
recommendations, service options, case studies, etc.
Awareness
Retain
Evaluation
Purchase
#thinkcontent
Show me the money!
Utilize The Right Mix of Content
Custom Content
Share on-brand stories and recipes which are created
specifically for your brand.
Social Content
Leverage snackable content through UGC that
engages your target audience.
Licensed Content
Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
#thinkcontent
3
Distributing your content
“Even great content needs a push!”
Average Hollywood movie splits 40-50%
production with 50-60% distribution
#thinkcontent
Maximizing the Reach of Your Content
We believe in a “converged media” approach utilizing paid, owned, and earned media
to deliver content the audience wants and maximizing the reach of that content.
Paid Social Influencer/
movable media
Leverage your owned
content and channels
Maximize organic buzz,
social engagement,
and PR
Organic Traffic & SEO
Quickly grow your
audience & jumpstart
engagement
Converged
Native Ads (Nativo)
Paid Content Distribution
(Outbrain, Sharethrough)
Earned Paid
Owned
#thinkcontent
Distribution Recommendations
•  Make sure your social accounts demonstrate interaction
•  4-1-1 Rule: 4 of your posts, 1 influencer post, 1 publisher post
•  Follow and mention influencers, publishers in each topic
•  Help your authors build social presence
•  Test paid distribution with LinkedIn and Outbrain
•  Measure engaged visitors from paid vs. organic visitors
•  Based on time on site or pages per visit
Client Influencer Publisher
#thinkcontent
Blog Benchmarks
Uniques Per
Month
346,400
Time Spent
On Site
46 Seconds
Pages Per Visit
1.3 Average
Bounce Rate
85%
#thinkcontent
Define Key Measures and Targets
#thinkcontent
Organic and Social: Up and To The Right
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
UniqueVisitors
Traffic from Organic, Social & Referrals
#thinkcontent
Content Marketing
Success
Building a Successful
Content Strategy
Working with NewsCred:
Crafting a Successful
Content Strategy
Utilizing Content Across
the Buyer Journey
No matter where you are in your journey,
NewsCred can help.
Our team of strategists can help you:
•  Document your content strategy
•  Build Business case / Define ROI
•  Content Audits
•  Buyer journeys
•  Content Mix
•  Build / Source Content Team
•  Distribution strategy
•  Provide metrics and ROI guidance
#thinkcontent
We’re helping some of the world’s
largest brands with their strategy:
#thinkcontent
Ways to work with our Strategy Team
1  Ongoing Strategy Engagements
2  One-Day Strategy Workshop
3  Multiple Strategy Sessions
4  Strategy Health check
5  Custom engagements
#thinkcontent
Sample content strategy
exercises we’ll help you with
#thinkcontent
Brand Map Framework
Audience
The content that you publish largely depends on your target audience – their interests, behaviors and motivations. This demographic plays a key role in your content creation and distribution process. The
publications you license content from, the topics you write about and the distribution channels that you use.
What is your target demographic? What kind of publications does your audience
read?
What social channels does your audience
frequently engage on?
What events does your audience care about?
Brand Strategy
Understanding your brand's identity is key to understanding the type of content that your brand should source and create. Content marketing should always convey your unique brand personality
consistently, from the photos that you publish to the blog posts that you create.
What is your brand’s ambition or purpose? What is your brand voice? What are the design principles of your brand’s
visual identity?
What owned assets (color, typeface, etc.) signal
your brand?
Content Strategy
Our mission is to help brands simplify and scale their entire content marketing process: content planning, discovery, creation, publishing, distribution and measurement. Understanding your current process
and challenges as well as your future goals will help us shape a content marketing strategy unique to your brand, resources, internal creative/compliance processes.
Who is the organization responsible
for your content strategy?
What does your current content
workflow look like?
Do you currently use a mix of content
types (original, licensed, social, etc.)?
What do you like about your content
marketing strategy and what do you
want to change?
What are your content pillars?
What are your SEO keyword
priorities? What longtail keywords are
you interested in?
What type of content do you want to
feature?
What products or services (if any) do
you want us to keep in mind?
Are there specific geographic
regions or cities we should keep in
mind?
Which social channels would you like
to prioritize? What is your ideal
content cadence?
Distribution Strategy
Distribution is just as important as the content itself. It is important to understand which channels will reach your target audience and how you should share content across each channel.
What channels do you use for organic distribution? What channels do you use for paid distribution? What demand generation programs do you use?
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Stage
Stage
#thinkcontent
SUCCESS METRICS
MEDIA METRICS
What do we measure?
KPIS: BUSINESS OBJECTIVES
Is our content producing the desired result?
ROI: MEDIA PERFORMANCE
How efficiently is our content and distribution working to
produce the desired result?
CONTENT PERFORMANCE
•  Impressions
•  Social shares
•  Time spent
•  Return visits
•  Is our content being seen?
•  Are people engaging with our brand & content?
•  How much time are people spending with our brand and
are they returning?
•  What is our cost/value per exposure, action or view?
AUDIENCE ENGAGEMENT
•  Subscriber / audience size
•  Share of voice
•  Audience penetration across org
•  How large is our audience?
•  What’s our share of voice in a market/ channel?
•  Is engagement growing across the workflow chain of a
single organization?
•  What is the cost/value per point of share?
•  What is the cost/value per active audience member?
BRAND AWARENESS
•  Brand lift
•  Perception / attitudinal change
•  Are we creating awareness? Is our message memorable?
•  Are we changing perceptions?
•  What is the cost/ value per point of lift?
LEAD GENERATION AND SALES
•  Behavioral conversions
•  Lead generation
•  Sales lift
•  Are people discovering and understanding our product &
service offering?
•  Are we driving quality leads?
•  Are we driving overall sales?
•  What is the cost per qualified lead?
•  What is the multi-touch attribution cost?
•  What is the cost per sale?
How To Implement A Successful
Content Marketing Strategy
Key Takeaways:
1  Commit to publishing content that your customers actually want
2  Figure out what questions your customers ask (Google) what content
they share (Social) and what channels they use.
3  Start publishing content
4  Distribute the winners
5  Measure what works
#thinkcontent
michael.brenner@newscred.com
sales@newscred.com
#thinkcontent | @newscred
Thank you!
Learn more about our strategy services:
http://newscred.com/learn-professional-services
Enter our raffle for a free
Content Strategy Workshop:
http://newscred.com/content-strategy-workshop-raffle

More Related Content

What's hot

5 real-estate-digital-marketing-strategy-2017
5 real-estate-digital-marketing-strategy-20175 real-estate-digital-marketing-strategy-2017
5 real-estate-digital-marketing-strategy-2017Satish Vishwakarma
 
6 Step Content Strategy
6 Step Content Strategy6 Step Content Strategy
6 Step Content StrategyZeeland Family
 
Content Strategy: The Importance of Content Strategy in Marketing
Content Strategy: The Importance of Content Strategy in MarketingContent Strategy: The Importance of Content Strategy in Marketing
Content Strategy: The Importance of Content Strategy in MarketingZest Digital
 
Digital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesDigital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesSlideTeam
 
Digital & Social Media Strategy
Digital & Social Media StrategyDigital & Social Media Strategy
Digital & Social Media StrategyKnowcrunch
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy Arbell Noach
 
Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides SlideTeam
 
Building a Digital Marketing Plan
Building a Digital Marketing PlanBuilding a Digital Marketing Plan
Building a Digital Marketing PlanBehrouz Jafarnezhad
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing PresentationJohn Quirke
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategydletwin
 
Social Media & Marketing
Social Media & MarketingSocial Media & Marketing
Social Media & MarketingZest Online
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyÖzge Duman
 
Introduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproIntroduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproVedant Khandelwal
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategyTechnogics Inc
 

What's hot (20)

Proposal for digital marketing
Proposal for digital marketingProposal for digital marketing
Proposal for digital marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
5 real-estate-digital-marketing-strategy-2017
5 real-estate-digital-marketing-strategy-20175 real-estate-digital-marketing-strategy-2017
5 real-estate-digital-marketing-strategy-2017
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content Strategy
 
B2B-Lead-Generation-Report
B2B-Lead-Generation-ReportB2B-Lead-Generation-Report
B2B-Lead-Generation-Report
 
6 Step Content Strategy
6 Step Content Strategy6 Step Content Strategy
6 Step Content Strategy
 
Content Strategy: The Importance of Content Strategy in Marketing
Content Strategy: The Importance of Content Strategy in MarketingContent Strategy: The Importance of Content Strategy in Marketing
Content Strategy: The Importance of Content Strategy in Marketing
 
Digital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesDigital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation Slides
 
Digital & Social Media Strategy
Digital & Social Media StrategyDigital & Social Media Strategy
Digital & Social Media Strategy
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides
 
Building a Digital Marketing Plan
Building a Digital Marketing PlanBuilding a Digital Marketing Plan
Building a Digital Marketing Plan
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing Presentation
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
Social Media & Marketing
Social Media & MarketingSocial Media & Marketing
Social Media & Marketing
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Introduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproIntroduction to digital marketing - mylivpro
Introduction to digital marketing - mylivpro
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategy
 

Viewers also liked

20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing20 Epic Examples of Content Marketing
20 Epic Examples of Content MarketingJoe Pulizzi
 
Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryNewsCred
 
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsCreate a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
 
Informatización de tareas (preceptorias)
Informatización de tareas (preceptorias)Informatización de tareas (preceptorias)
Informatización de tareas (preceptorias)Tumor De La Gente
 
11 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 201511 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 2015Mike Corak
 
Fem steg till en innehållsstrategi som fungerar
Fem steg till en innehållsstrategi som fungerarFem steg till en innehållsstrategi som fungerar
Fem steg till en innehållsstrategi som fungerarCaroline Andersson
 
Calendrier éditorial social media (Dates québécoises)
Calendrier éditorial social media (Dates québécoises)Calendrier éditorial social media (Dates québécoises)
Calendrier éditorial social media (Dates québécoises)Kap Tactiques Numériques
 
Workforces To Meet Future Challenges
Workforces To Meet Future ChallengesWorkforces To Meet Future Challenges
Workforces To Meet Future ChallengesTony Wiggins
 
Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014
Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014
Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014LinkedIn Talent Solutions
 
Recruiting Optimization Roadshow - Stacy Zapar, Tenfold
Recruiting Optimization Roadshow - Stacy Zapar, TenfoldRecruiting Optimization Roadshow - Stacy Zapar, Tenfold
Recruiting Optimization Roadshow - Stacy Zapar, TenfoldGreenhouseSoftware
 
Full Webinar: A Roadmap for Successfully Creating and Amplifying Great Content
Full Webinar: A Roadmap for Successfully Creating and Amplifying Great ContentFull Webinar: A Roadmap for Successfully Creating and Amplifying Great Content
Full Webinar: A Roadmap for Successfully Creating and Amplifying Great ContentSkyword Inc.
 
Mobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardMobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardAleyda Solís
 
The Best Beauty Content Marketing
The Best Beauty Content MarketingThe Best Beauty Content Marketing
The Best Beauty Content MarketingCaitlin Weiss
 
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred
 
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose CorreaDigitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose CorreaJuan José Correa Venegas
 
TripAdvisor - Employer Brand Story
TripAdvisor - Employer Brand StoryTripAdvisor - Employer Brand Story
TripAdvisor - Employer Brand StoryGreenhouseSoftware
 

Viewers also liked (18)

20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing
 
Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel Industry
 
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsCreate a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing Strategy
 
Content Marketing Predictions 2017
Content Marketing Predictions 2017Content Marketing Predictions 2017
Content Marketing Predictions 2017
 
Informatización de tareas (preceptorias)
Informatización de tareas (preceptorias)Informatización de tareas (preceptorias)
Informatización de tareas (preceptorias)
 
11 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 201511 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 2015
 
Fem steg till en innehållsstrategi som fungerar
Fem steg till en innehållsstrategi som fungerarFem steg till en innehållsstrategi som fungerar
Fem steg till en innehållsstrategi som fungerar
 
Calendrier éditorial social media (Dates québécoises)
Calendrier éditorial social media (Dates québécoises)Calendrier éditorial social media (Dates québécoises)
Calendrier éditorial social media (Dates québécoises)
 
Workforces To Meet Future Challenges
Workforces To Meet Future ChallengesWorkforces To Meet Future Challenges
Workforces To Meet Future Challenges
 
Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014
Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014
Branding: From Employer Brand to Talent Brand | Talent Connect Sydney 2014
 
Recruiting Optimization Roadshow - Stacy Zapar, Tenfold
Recruiting Optimization Roadshow - Stacy Zapar, TenfoldRecruiting Optimization Roadshow - Stacy Zapar, Tenfold
Recruiting Optimization Roadshow - Stacy Zapar, Tenfold
 
Full Webinar: A Roadmap for Successfully Creating and Amplifying Great Content
Full Webinar: A Roadmap for Successfully Creating and Amplifying Great ContentFull Webinar: A Roadmap for Successfully Creating and Amplifying Great Content
Full Webinar: A Roadmap for Successfully Creating and Amplifying Great Content
 
Mobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardMobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizard
 
The Best Beauty Content Marketing
The Best Beauty Content MarketingThe Best Beauty Content Marketing
The Best Beauty Content Marketing
 
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
 
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose CorreaDigitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
Digitalización de Empresas Turísticas Welcome Bilbao Juan Jose Correa
 
TripAdvisor - Employer Brand Story
TripAdvisor - Employer Brand StoryTripAdvisor - Employer Brand Story
TripAdvisor - Employer Brand Story
 

Similar to How to Build a Content Marketing Strategy

Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That ConvertsMichael Brenner
 
B2B Marketing Success With Content Marketing
B2B Marketing Success With Content MarketingB2B Marketing Success With Content Marketing
B2B Marketing Success With Content MarketingMichael Brenner
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanMichael Brenner
 
Nurturing with the Right Content to Build Loyalty and… Sales with Jon Wuebben
Nurturing with the Right Content to Build Loyalty and… Sales with Jon WuebbenNurturing with the Right Content to Build Loyalty and… Sales with Jon Wuebben
Nurturing with the Right Content to Build Loyalty and… Sales with Jon WuebbenInformation Development World
 
A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing StrategyA Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing StrategyLiz Bedor
 
slide deck 10.15
slide deck 10.15slide deck 10.15
slide deck 10.15Jon Wuebben
 
Beyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingBeyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingDeirdre Walsh
 
7 Steps to Creating Engaging Content
7 Steps to Creating Engaging Content7 Steps to Creating Engaging Content
7 Steps to Creating Engaging ContentZemanta
 
Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Patty Swisher
 
Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14Jon Wuebben
 
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventContent Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventMaccabee Public Relations
 
Content markeing workshop
Content markeing workshopContent markeing workshop
Content markeing workshopGreg Fry
 
Creating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing StrategyCreating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing StrategyCarla Johnson
 
Content Marketing Talk
Content Marketing TalkContent Marketing Talk
Content Marketing TalkGreg Fry
 
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
 
Content is Currency - Online Marketing Summit 2013
Content is Currency - Online Marketing Summit 2013Content is Currency - Online Marketing Summit 2013
Content is Currency - Online Marketing Summit 2013Jon Wuebben
 

Similar to How to Build a Content Marketing Strategy (20)

Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That Converts
 
B2B Marketing Success With Content Marketing
B2B Marketing Success With Content MarketingB2B Marketing Success With Content Marketing
B2B Marketing Success With Content Marketing
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing Plan
 
Nurturing with the Right Content to Build Loyalty and… Sales with Jon Wuebben
Nurturing with the Right Content to Build Loyalty and… Sales with Jon WuebbenNurturing with the Right Content to Build Loyalty and… Sales with Jon Wuebben
Nurturing with the Right Content to Build Loyalty and… Sales with Jon Wuebben
 
A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing StrategyA Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
 
Content Strategy Master Class - Jon Wuebben, Content Launch
Content Strategy Master Class - Jon Wuebben, Content LaunchContent Strategy Master Class - Jon Wuebben, Content Launch
Content Strategy Master Class - Jon Wuebben, Content Launch
 
slide deck 10.15
slide deck 10.15slide deck 10.15
slide deck 10.15
 
Beyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingBeyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketing
 
7 Steps to Creating Engaging Content
7 Steps to Creating Engaging Content7 Steps to Creating Engaging Content
7 Steps to Creating Engaging Content
 
Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017
 
Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14
 
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventContent Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
 
Content markeing workshop
Content markeing workshopContent markeing workshop
Content markeing workshop
 
Creating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing StrategyCreating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing Strategy
 
Content Marketing Talk
Content Marketing TalkContent Marketing Talk
Content Marketing Talk
 
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
 
Content is currency
Content is currencyContent is currency
Content is currency
 
State of Search 2014
State of Search 2014 State of Search 2014
State of Search 2014
 
Content Strategy Master Class - Jon Wuebben, Content Launch
Content Strategy Master Class - Jon Wuebben, Content LaunchContent Strategy Master Class - Jon Wuebben, Content Launch
Content Strategy Master Class - Jon Wuebben, Content Launch
 
Content is Currency - Online Marketing Summit 2013
Content is Currency - Online Marketing Summit 2013Content is Currency - Online Marketing Summit 2013
Content is Currency - Online Marketing Summit 2013
 

More from NewsCred

Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamContent Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
 
The Art of Data: Spotify
The Art of Data: SpotifyThe Art of Data: Spotify
The Art of Data: SpotifyNewsCred
 
The Science of Storytelling: The Infatuation
The Science of Storytelling: The InfatuationThe Science of Storytelling: The Infatuation
The Science of Storytelling: The InfatuationNewsCred
 
The Marketing Revolution: National Geographic
The Marketing Revolution: National GeographicThe Marketing Revolution: National Geographic
The Marketing Revolution: National GeographicNewsCred
 
Creating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidasCreating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidasNewsCred
 
The Science of Storytelling: Aktana
The Science of Storytelling: AktanaThe Science of Storytelling: Aktana
The Science of Storytelling: AktanaNewsCred
 
The Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY MellonThe Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY MellonNewsCred
 
Webinar: How NewsCred Does Content Marketing 2017
Webinar:  How NewsCred Does Content Marketing 2017Webinar:  How NewsCred Does Content Marketing 2017
Webinar: How NewsCred Does Content Marketing 2017NewsCred
 
The Quest for the Holy Grail of Content
The Quest for the Holy Grail of ContentThe Quest for the Holy Grail of Content
The Quest for the Holy Grail of ContentNewsCred
 
The Future of Media and the Impact on Content
The Future of Media and the Impact on ContentThe Future of Media and the Impact on Content
The Future of Media and the Impact on ContentNewsCred
 
Going Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing StrategyGoing Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing StrategyNewsCred
 
Using New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands StillUsing New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands StillNewsCred
 
Hussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with MillennialsHussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with MillennialsNewsCred
 
How to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content MarketingHow to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content MarketingNewsCred
 
Selling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-inSelling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-inNewsCred
 
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
 
Innovation Applied to B2B Content Marketing
Innovation Applied to B2B Content MarketingInnovation Applied to B2B Content Marketing
Innovation Applied to B2B Content MarketingNewsCred
 
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...NewsCred
 
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...NewsCred
 
Backed with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling ContentBacked with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling ContentNewsCred
 

More from NewsCred (20)

Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamContent Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat Islam
 
The Art of Data: Spotify
The Art of Data: SpotifyThe Art of Data: Spotify
The Art of Data: Spotify
 
The Science of Storytelling: The Infatuation
The Science of Storytelling: The InfatuationThe Science of Storytelling: The Infatuation
The Science of Storytelling: The Infatuation
 
The Marketing Revolution: National Geographic
The Marketing Revolution: National GeographicThe Marketing Revolution: National Geographic
The Marketing Revolution: National Geographic
 
Creating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidasCreating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidas
 
The Science of Storytelling: Aktana
The Science of Storytelling: AktanaThe Science of Storytelling: Aktana
The Science of Storytelling: Aktana
 
The Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY MellonThe Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY Mellon
 
Webinar: How NewsCred Does Content Marketing 2017
Webinar:  How NewsCred Does Content Marketing 2017Webinar:  How NewsCred Does Content Marketing 2017
Webinar: How NewsCred Does Content Marketing 2017
 
The Quest for the Holy Grail of Content
The Quest for the Holy Grail of ContentThe Quest for the Holy Grail of Content
The Quest for the Holy Grail of Content
 
The Future of Media and the Impact on Content
The Future of Media and the Impact on ContentThe Future of Media and the Impact on Content
The Future of Media and the Impact on Content
 
Going Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing StrategyGoing Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing Strategy
 
Using New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands StillUsing New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands Still
 
Hussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with MillennialsHussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with Millennials
 
How to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content MarketingHow to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content Marketing
 
Selling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-inSelling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-in
 
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
 
Innovation Applied to B2B Content Marketing
Innovation Applied to B2B Content MarketingInnovation Applied to B2B Content Marketing
Innovation Applied to B2B Content Marketing
 
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
 
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
 
Backed with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling ContentBacked with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling Content
 

Recently uploaded

Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationnoufiraahmd
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfkassou kacem
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyainfoobataborsi24
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptxdeepushah1687
 
Fungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes ProtocolFungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes Protocolnehapardhi711
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Jomer Gregorio
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxelizabethella096
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingJessieGoodrum1
 
JUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANG
JUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANGJUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANG
JUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANGramboxxx369
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentKhalid332898
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLotter Pro Brasil
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024experienceprosarah
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 

Recently uploaded (20)

Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdf
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
Fungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes ProtocolFungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes Protocol
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
JUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANG
JUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANGJUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANG
JUAL OBAT CYTOTEC SEMARANG 0851/7699/7099 KLINIK ABORSI ASLI DI SEMARANG
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 

How to Build a Content Marketing Strategy

  • 1. How to Plan and Build a Successful Content Marketing Strategy #thinkcontent Michael Brenner NewsCred – Head of Strategy @BrennerMichael
  • 2. Agenda •  The key factors for content marketing success •  The core components of a content marketing strategy •  How to utilize content across the buyer journey •  How to work with NewsCred to document your strategy and achieve success #thinkcontent
  • 3. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  • 4. There’s been a fundamental shift in the way we create, consume, and share content. Every single day… 4.75 billion piece of content are shared 1.8 billion photos are uploaded and shared 500 million tweets are posted 700 million snapchats are sent #thinkcontent
  • 5. 5 “Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it. - MARC MATHIEU - Unilever ” #thinkcontent
  • 6. 6 I have no patience for useless things.
  • 7. 7 “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ” #thinkcontent
  • 8. Awareness Consideration Preference Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list
  • 9. “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 •  Not Advertising or PR •  It is Customer, Not brand-focused •  Seeks to answer customer questions across the buyer journey •  Owned media Content Marketing Defined #thinkcontent
  • 10. Behind every tweet, share, and purchase is a person, like you and me. #thinkcontent
  • 11. Put Your Customers’Needs First. Make them the hero. Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity #thinkcontent
  • 12. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ” #thinkcontent
  • 13. Unique Point of View Trap Too easy to become consumed with your story, not your customers. #thinkcontent
  • 14. Six key factors to content marketing success: 1  Document content strategy 2  Have someone in charge of content 3  Consistently publish quality content 4  Map content to buyer journey 5  Balance Paid, Owned, Earned Media 6  Track Content Marketing ROI #thinkcontent
  • 15. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  • 16. •  Delivering content your audience wants •  Managing content as an asset (with an ROI) •  Thinking and acting like a publisher What is a Content Strategy? #thinkcontent
  • 17. Why is it important to have a documented content strategy?
  • 18. 3 Steps to Building a Content Strategy 1 Why? What’s the Business Case? 3 What? Show results tied to your business objectives. 2 How? Team, actions, and budgets needed. #thinkcontent
  • 19. Content Marketing Roadmap •  Budget •  Destination •  Frequency •  Amplification / Optimization •  Collaboration (Who does what) Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization •  Business Case •  Current State •  Budget •  Branding/Design •  Platform •  Firm Integration •  Who does what? •  Agency •  NewsCred •  Distribution •  Structure •  Topics •  Types •  Content by Stage •  Conversions •  Subscriptions •  Define report •  Who / when? •  Content •  Platform •  Distribution #thinkcontent
  • 20. Content marketing mission statement Become a destination for [target audience] interested in [topics]. To help them [customer value]. This will help us [content marketing goals] •  Earn your audience’s attention vs. just buying it •  Reach, engage and convert NEW buyers AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads. #thinkcontent
  • 21. Commit To Measuring Your Results Awareness / Reputation: Classic Brand / PR objectives. SOV, SOC, and press mentions. With Whom? On What Topic? Measured by? Reach: Who is the target Audience? What are their online interests? How can we measure? Engagement: Drive deeper relationship with the brand. Measured by time spent, bounce rate, social shares Convert: Subscribers, Leads, Sales #thinkcontent
  • 22. Define Content Marketing Roles and Functions Content Marketer / Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curation Fines and re- purposes the best content from your business and from around the web. #thinkcontent
  • 23. Define The Business Case, Workflows, Gain Organizational Buy-in •  Make sure all stakeholders understand your mission statement and business goals •  Determine who needs to sign off on content •  Set approval processes for publishing and sharing content in order to cut down on back-and-forth •  Leverage technology to automate that entire process is a great way to get ahead
  • 24. Consider Your Destination and Branding #thinkcontent
  • 25. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  • 26. Conduct A Content Audit A Content Audit will help you: •  Give you a true sense of scale •  Identify gaps •  Seize opportunities for content repurposing •  Determine performance issues •  Evaluate content quality •  Improve your information architecture
  • 27. Look at Content by Buyer Stage Early Stage Middle Stage Late Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6% #thinkcontent
  • 28. Where in the journey do we want to connect? Online Influences Discover Consider Decide •  Reviews •  Comments •  Blogs •  Forums Why buy? •  Educate •  Search Why buy now? •  What •  When •  Who Why buy from you? •  Trust •  Capability •  Capacity #thinkcontent
  • 29. Defining Topics What are we going to talk about? •  [Sample at left – SAP “The Customer Edge” blog keyword analysis] #thinkcontent
  • 30. Content across the buyer journey Top of the Funnel Quality, licensed content around broader, shareable topics that drives visibility and engagement Middle of the Funnel A combination of licensed and custom content that’s not only useful and timely, but also hits on niche topics specific to your offering and solutions. Potentially gated. Bottom of the Funnel Custom content promoting your products and services: case studies, product offers, customized demos, etc. Customer Stage Consistent cadence of TOFU/MOFU content as well as personalized recommendations, service options, case studies, etc. Awareness Retain Evaluation Purchase #thinkcontent
  • 31. Show me the money!
  • 32. Utilize The Right Mix of Content Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. #thinkcontent
  • 33. 3 Distributing your content “Even great content needs a push!” Average Hollywood movie splits 40-50% production with 50-60% distribution #thinkcontent
  • 34. Maximizing the Reach of Your Content We believe in a “converged media” approach utilizing paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content. Paid Social Influencer/ movable media Leverage your owned content and channels Maximize organic buzz, social engagement, and PR Organic Traffic & SEO Quickly grow your audience & jumpstart engagement Converged Native Ads (Nativo) Paid Content Distribution (Outbrain, Sharethrough) Earned Paid Owned #thinkcontent
  • 35. Distribution Recommendations •  Make sure your social accounts demonstrate interaction •  4-1-1 Rule: 4 of your posts, 1 influencer post, 1 publisher post •  Follow and mention influencers, publishers in each topic •  Help your authors build social presence •  Test paid distribution with LinkedIn and Outbrain •  Measure engaged visitors from paid vs. organic visitors •  Based on time on site or pages per visit Client Influencer Publisher #thinkcontent
  • 36. Blog Benchmarks Uniques Per Month 346,400 Time Spent On Site 46 Seconds Pages Per Visit 1.3 Average Bounce Rate 85% #thinkcontent
  • 37. Define Key Measures and Targets #thinkcontent
  • 38. Organic and Social: Up and To The Right 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors Traffic from Organic, Social & Referrals #thinkcontent
  • 39. Content Marketing Success Building a Successful Content Strategy Working with NewsCred: Crafting a Successful Content Strategy Utilizing Content Across the Buyer Journey
  • 40. No matter where you are in your journey, NewsCred can help. Our team of strategists can help you: •  Document your content strategy •  Build Business case / Define ROI •  Content Audits •  Buyer journeys •  Content Mix •  Build / Source Content Team •  Distribution strategy •  Provide metrics and ROI guidance #thinkcontent
  • 41. We’re helping some of the world’s largest brands with their strategy: #thinkcontent
  • 42. Ways to work with our Strategy Team 1  Ongoing Strategy Engagements 2  One-Day Strategy Workshop 3  Multiple Strategy Sessions 4  Strategy Health check 5  Custom engagements #thinkcontent
  • 43. Sample content strategy exercises we’ll help you with #thinkcontent
  • 44. Brand Map Framework Audience The content that you publish largely depends on your target audience – their interests, behaviors and motivations. This demographic plays a key role in your content creation and distribution process. The publications you license content from, the topics you write about and the distribution channels that you use. What is your target demographic? What kind of publications does your audience read? What social channels does your audience frequently engage on? What events does your audience care about? Brand Strategy Understanding your brand's identity is key to understanding the type of content that your brand should source and create. Content marketing should always convey your unique brand personality consistently, from the photos that you publish to the blog posts that you create. What is your brand’s ambition or purpose? What is your brand voice? What are the design principles of your brand’s visual identity? What owned assets (color, typeface, etc.) signal your brand? Content Strategy Our mission is to help brands simplify and scale their entire content marketing process: content planning, discovery, creation, publishing, distribution and measurement. Understanding your current process and challenges as well as your future goals will help us shape a content marketing strategy unique to your brand, resources, internal creative/compliance processes. Who is the organization responsible for your content strategy? What does your current content workflow look like? Do you currently use a mix of content types (original, licensed, social, etc.)? What do you like about your content marketing strategy and what do you want to change? What are your content pillars? What are your SEO keyword priorities? What longtail keywords are you interested in? What type of content do you want to feature? What products or services (if any) do you want us to keep in mind? Are there specific geographic regions or cities we should keep in mind? Which social channels would you like to prioritize? What is your ideal content cadence? Distribution Strategy Distribution is just as important as the content itself. It is important to understand which channels will reach your target audience and how you should share content across each channel. What channels do you use for organic distribution? What channels do you use for paid distribution? What demand generation programs do you use?
  • 45. Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Stage Stage #thinkcontent
  • 46. SUCCESS METRICS MEDIA METRICS What do we measure? KPIS: BUSINESS OBJECTIVES Is our content producing the desired result? ROI: MEDIA PERFORMANCE How efficiently is our content and distribution working to produce the desired result? CONTENT PERFORMANCE •  Impressions •  Social shares •  Time spent •  Return visits •  Is our content being seen? •  Are people engaging with our brand & content? •  How much time are people spending with our brand and are they returning? •  What is our cost/value per exposure, action or view? AUDIENCE ENGAGEMENT •  Subscriber / audience size •  Share of voice •  Audience penetration across org •  How large is our audience? •  What’s our share of voice in a market/ channel? •  Is engagement growing across the workflow chain of a single organization? •  What is the cost/value per point of share? •  What is the cost/value per active audience member? BRAND AWARENESS •  Brand lift •  Perception / attitudinal change •  Are we creating awareness? Is our message memorable? •  Are we changing perceptions? •  What is the cost/ value per point of lift? LEAD GENERATION AND SALES •  Behavioral conversions •  Lead generation •  Sales lift •  Are people discovering and understanding our product & service offering? •  Are we driving quality leads? •  Are we driving overall sales? •  What is the cost per qualified lead? •  What is the multi-touch attribution cost? •  What is the cost per sale?
  • 47. How To Implement A Successful Content Marketing Strategy Key Takeaways: 1  Commit to publishing content that your customers actually want 2  Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use. 3  Start publishing content 4  Distribute the winners 5  Measure what works #thinkcontent
  • 48.
  • 49. michael.brenner@newscred.com sales@newscred.com #thinkcontent | @newscred Thank you! Learn more about our strategy services: http://newscred.com/learn-professional-services Enter our raffle for a free Content Strategy Workshop: http://newscred.com/content-strategy-workshop-raffle