This document provides an overview of content marketing and how to develop an effective content marketing strategy. It defines content marketing as creating valuable and consistent content to attract a target audience and drive customer action. It lists common types of content like blogs, videos, and eBooks. It then outlines key steps to content marketing success, including setting goals and objectives, developing a content strategy tailored to the target audience, and identifying appropriate metrics to measure performance. Finally, it emphasizes the importance of quality over quantity, flexibility to try different tactics, and authentic consistency in content.

1. HOW TO CONQUER
CONTENT MARKETING
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WHAT IS CONTENT
MARKETING?

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“Content marketing is a marketing technique of
creating and distributing valuable, relevant and
consistent content to attract and acquire a
clearly defined audience—with the objective of
driving profitable customer action.”
-The Content Marketing Institute (CMI)

4. EXAMPLES OF
CONTENT MARKETING
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Infographics • Web Pages
Video • Blogs • Podcasts
Case Studies • Apps
White Papers • eBooks
Webinars • Presentations

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DIY / Instructional

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Behind the Scenes

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Shareable

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Crowdsourced

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WHERE TO BEGIN

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Admit your fears.

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And your objections.
We don’t have enough time.
I don’t know where to start.
We don’t have the budget.
I can’t measure this.
What if it doesn’t work?

13. STEP 1
State your
GOALS.
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Position ACME Co. as the
industry leader.
Increase member retention
from 35% to 50% in 12 mos.

15. STEP 2
Define your
OBJECTIVES.
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Increase brand awareness.
Drive qualified leads to website.
Build loyalty with current
members.

17. STEP 3
Create a content
STRATEGY.
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Audience:
Who are you
trying to reach?

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Assets:
What type of (relevant)
content can you create?

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Message:
What’s your story?

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Call-to-action:
What do you want
people to do?

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Distribution:
Match the message,
format and audience with
the right platform.

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Value:
Is your content
relevant?

24. STEP 4
Identify your
METRICS.
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Measuring content
effectiveness continues to be
the #1 challenge for both B2B
and B2C marketers.

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Content
Consumption
(downloads, views)

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Sharing
(likes, shares, tweets, forwards)

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Lead Gen Behavior
(crm/url tracking, contact forms, subscriptions, conversion
from content consumption to lead)

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Sales
(online and offline sales, crm data, url
tracking, manual reporting, anecdotes)

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IN A NUTSHELL

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Quality over quantity.
(Keep it simple)

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Be flexible, and willing
to try different tactics.

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Be authentic
and consistent.

34. ABOUT PROJECT X BRAND
LAB
We’re inventors. We’re word nerds.
We’re artists. We’re caffeine addicts.
We’re mental gymnasts.
For 20 years, Project X has been working
closely with people like you to buil
effective brands. We do this with creativity,
smarts and grit—our work makes a
connection and an impact.
Working with a boutique San Diego brand
agency has its perks—we custom fit
solutions to you and aren’t held hostage
by some one-size-fits-all marketing
formula. We’re flexible and don’t soak up
resources with a bunch of B-team players.
Everyone at Project X Brand Lab is a
seasoned expert in their field, so you
always get top talent. Every consultation,
every project, every time.
The best part of longevity is knowing
who you are. We know what kind of work
we do best, and who we want to work
with. We understand that you have big
dreams and daily challenges because we
have them, too. Maybe we can help you
with both. If not, we can probably still offer
a solution or two.
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