The document outlines the development of an effective content marketing strategy, emphasizing the importance of tailoring content to resonate with target audiences. It details the essential elements and steps for implementing such a strategy, highlighting the benefits of having a documented approach. Key performance indicators are also discussed to measure the success of content marketing efforts.

1. How to Develop an
Effective Content
Marketing Strategy
© SilverTech, Inc. 2017

2. P R E S E N T I N G
CONTENT STRATEGIST
Ian Hughes
As the main content writer for The SilverTech Blog
and the host of the Lead to Loyal™ podcast, Ian
aspires to create content that resonates with
SilverTech’s diverse audience of marketers and
technologists.
YOUR HOSTS
PRINCIPAL STRATEGIST
Samantha Maltais
Samantha is a seasoned digital strategist, marketer,
and project manager that has the innate ability to
combine marketing and operational requirements
while integrating SEO and SEM as well as UI and UX
to deliver top-notch strategies for clients.
@SamMaltais@SilverTech

3. Valuable, relevant digital experiences lead to loyal
relationships with your audience.

4. 01. Content Strategy vs. Content Marketing
Strategy
02. Why do I Need a Content Marketing
Strategy?
03. The Essential Elements of a Content
Marketing Strategy
04. How to Implement a Content Marketing
Strategy
05. Priorities & Key Performance Indicators
(KPIs)
Agenda

5. How would you rate your content
marketing efforts?Webinar Poll

6. How would you rate your content
marketing efforts?
● Very Effective! - 0%
● Mostly Effective - 33%
● Not Very Effective - 33%
● Unsure - 33%
Webinar Poll

7. Content Strategy vs.
Content Marketing
Strategy
.01

8. The Seven Steps to Successful Persona CreationWhat is Content?

9. The Seven Steps to Successful Persona CreationWhat is Content?
A message that prompts action designed to
deliver a state of satisfaction.

10. PARTNER INSIGHT
“Content marketing is a marketing program that
centers on creating, publishing, and distributing
content for your target audience -- usually
online -- the goal of which is to attract new
customers.”

11. KEY INSIGHT
A content marketing strategy establishes brand
standards and editorial direction for all content
including web, email, blog, and social channels
while always addressing your customers’ unique
pain points, challenges, and motivations.

12. Why Do I Need a
Content Marketing
Strategy?
.02

13. Have you documented your
content marketing strategy?Webinar Poll

14. Have you documented your
content marketing strategy?
● Yes - 32%
● No, Not Yet - 68%
Webinar Poll

15. The 2017 State of Digital Marketing Report
Those with a documented content marketing strategy, according to the
latest research from the Content Marketing Institute, are:
● Far less challenged with every aspect of content marketing
● Generally more likely to consider themselves more effective with every
tactic and social media channel
● Able to justify a higher percentage of the marketing budget to be spent
on content marketing

16. The 2017 State of Digital Marketing Report
Jay Baer at Convince & Convert spends a great deal of time pushing
marketers to ask themselves, “What’s your one thing?”
Source: Convince & Convert

17. The 2017 State of Digital Marketing Report
● Content marketing costs 62% less than outbound marketing, it
generates more than three times as many leads.
Source: Demand Metric
● When content marketing adopters and non-adopters are compared, the
adopters have conversion rates that are nearly six times higher than
their competitors.
Source: Content Marketing Institute

18. The Essential Elements
of an Effective Content
Marketing Strategy
.03

19. The Seven Steps to Successful Persona Creation1. Discovery & Business Needs

20. The Seven Steps to Successful Persona Creation2. Personas

21. 3. Customer Journey Map
Source: HubSpot Buyers Journey

22. The Seven Steps to Successful Persona Creation4. Content Audit

23. The Seven Steps to Successful Persona Creation5. Identify Your CMS Needs

24. The Seven Steps to Successful Persona Creation6. Identify Content Types

25. The 2017 State of Digital Marketing Report

26. The 2017 State of Digital Marketing Report
Source: Campaign Monitor

27. KEY INSIGHT
“Even with the explosion of new technology,
marketers keep coming back to email. The
reason is clear–for ten years in a row, email is
the channel generating the highest ROI for
marketers. For every $1 spent, email marketing
generates $38 in ROI”
Campaign Monitor

28. The Seven Steps to Successful Persona Creation7. Establish Workflow & Governance

29. The Seven Steps to Successful Persona Creation8. Content Plan & Calendar

30. How to Implement a
Content Marketing
Strategy
.04

31. KEY INSIGHT
“Content marketing is not a standalone
marketing technique that can thrive in a vacuum.
Rather, it’s something that needs to be integrated
into your overarching marketing plan, as its
principles will strengthen all your other
marketing efforts.”
Content Marketing Institute

32. The Seven Steps to Successful Persona CreationStep 1 - Include Your Team

33. The Seven Steps to Successful Persona CreationStep 2 - Introduce Your Strategy to Your Organization

34. The Seven Steps to Successful Persona CreationStep 3 - Stick to Your Strategy

35. The Seven Steps to Successful Persona CreationStep 4 - Measure & Share Results

36. Priorities & Key
Performance Indicators
(KPIs)
.04

37. The 2017 State of Digital Marketing Report

38. Publishing KPIs
1. Unique Visits
2. Page Views
3. Geography
4. Device

39. Content Marketing KPIs
1. Click-Through-Rate
2. Conversion Rate
3. Social Sharing
4. Bounce Rate

40. The Seven Steps to Successful Persona Creation[Webinar] How Make the Most of Your Marketing Automation

41. The Seven Steps to Successful Persona CreationHow to Develop an Effective Content Marketing Strategy

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