SlideShare a Scribd company logo
How to Develop an
Effective Content
Marketing Strategy
© SilverTech, Inc. 2017
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
Valuable, relevant digital experiences lead to loyal
relationships with your audience.
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
How would you rate your content
marketing efforts?Webinar Poll
How would you rate your content
marketing efforts?
● Very Effective! - 0%
● Mostly Effective - 33%
● Not Very Effective - 33%
● Unsure - 33%
Webinar Poll
Content Strategy vs.
Content Marketing
Strategy
.01
The Seven Steps to Successful Persona CreationWhat is Content?
The Seven Steps to Successful Persona CreationWhat is Content?
A message that prompts action designed to
deliver a state of satisfaction.
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.”
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.
Why Do I Need a
Content Marketing
Strategy?
.02
Have you documented your
content marketing strategy?Webinar Poll
Have you documented your
content marketing strategy?
● Yes - 32%
● No, Not Yet - 68%
Webinar Poll
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
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
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
The Essential Elements
of an Effective Content
Marketing Strategy
.03
The Seven Steps to Successful Persona Creation1. Discovery & Business Needs
The Seven Steps to Successful Persona Creation2. Personas
3. Customer Journey Map
Source: HubSpot Buyers Journey
The Seven Steps to Successful Persona Creation4. Content Audit
The Seven Steps to Successful Persona Creation5. Identify Your CMS Needs
The Seven Steps to Successful Persona Creation6. Identify Content Types
The 2017 State of Digital Marketing Report
The 2017 State of Digital Marketing Report
Source: Campaign Monitor
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
The Seven Steps to Successful Persona Creation7. Establish Workflow & Governance
The Seven Steps to Successful Persona Creation8. Content Plan & Calendar
How to Implement a
Content Marketing
Strategy
.04
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
The Seven Steps to Successful Persona CreationStep 1 - Include Your Team
The Seven Steps to Successful Persona CreationStep 2 - Introduce Your Strategy to Your Organization
The Seven Steps to Successful Persona CreationStep 3 - Stick to Your Strategy
The Seven Steps to Successful Persona CreationStep 4 - Measure & Share Results
Priorities & Key
Performance Indicators
(KPIs)
.04
The 2017 State of Digital Marketing Report
Publishing KPIs
1. Unique Visits
2. Page Views
3. Geography
4. Device
Content Marketing KPIs
1. Click-Through-Rate
2. Conversion Rate
3. Social Sharing
4. Bounce Rate
The Seven Steps to Successful Persona Creation[Webinar] How Make the Most of Your Marketing Automation
The Seven Steps to Successful Persona CreationHow to Develop an Effective Content Marketing Strategy
SILVERTECH HEADQUARTERS
The Ash Street Schoolhouse
196 Bridge Street
Manchester, NH 03104
CALL US: 603.669.6600
EMAIL: info@silvertech.com

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How to Develop an Effective Content Marketing Strategy

  • 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
  • 42. SILVERTECH HEADQUARTERS The Ash Street Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com