Leverage the tactics from this presentation to develop a content marketing strategy for your startup.

1. HOW TO IMPLEMENT A
CONTENT MARKETING
STRATEGY
TO GROW YOUR BUSINESS!

2. GOALS FOR TODAY
Give you an overview of why you need a content marketing
strategy in your business, and how to implement one.

3. A strategic marketing and business process
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

4. CONTENT
MARKETING
When done correctly,
this helps creates a
relationship with your
audience, which leads
to trust.

5. IN JUST ONE MINUTE...
1,388 blog posts are published
Facebook users share 2.5 million pieces of
content
Youtube users upload 72 hours of new video
content
Twitter users tweet nearly 300k times
Instagram users post nearly 220k new photos
* Source: Hubspot Academy

7. THE POWER OF
STORY TELLING
Stories give you a reason to
communicate and relate
They create alignment between
your business and prospects/
customers
They communicate your values
and mission to your customers,
wherever they are!

9. Storieswillhelpyourprospectsmakesenseof
decisionsthey'reabouttomake.
A story is not just your history! A story is why you're doing what
you're doing and telling it in a way that appeals to your audience.

10. HOWTOTELLAGREATSTORY
WHY
HOW
WHAT
THE GOLDEN CIRCLE
WHY - Why are you doing what
you’re doing?
HOW - How will this help your
audience?
WHAT - What are you offering?

11. ELEMENTS OF A STORY
Character - who your content is
referring to
Conflict - lesson in how character
transforms through challenge
Resolution - what the solution is
Storytelling cannot happen without valuing and
understanding your audience.

12. START WITH YOUR BUYER
PERSONAS

13. THE CONFLICT SHOULD FIT...
Your prospects problems
Your prospect's needs
Your prospect's stage of the
buyer's journey

14. STORYTELLING + BUYER'S JOURNEY
Spend the time outlining the problems, solutions, and products or services
for the different buyer’s journey stages and you’ll have a better idea of the
conflicts you can use in your content.

15. ALIGNING CONTENT TO THE BUYER'S
JOURNEY

16. RESOLUTION
The resolution should
wrap up the story but
should also clearly call
your audience to
action.
It fulfills the purpose
behind the story

17. EVERYONE NEEDS SHOES
TO PROTECT THEIR FEET.
But not everyone has the money
to pay for shoes. While traveling
in Argentina in 2006, TOMS
Founder Blake Mycoskie
witnessed the hardships faced by
children growing up without
shoes.
TOMS has sold over 60m shoes!

18. STORYTELLING BEST PRACTICE
Use content to create emotional appeal.
Keep the story clear and concise.
Be consistent and authentic.

19. REASONS TO KNOW
HOW TO GENERATE
CONTENT IDEAS
Your days are busy
Uncover ideas that you may not have
come up with on your own
You will run out of good ideas
Grow responsibly and keep up with
increased demand

20. WHEREDOIDEASCOMEFROM?

21. GENERATE
CONTENT IDEAS
By yourself
In a group

22. KEEP IN MIND WHEN
GENERATING CONTENT IDEAS
ON YOUR OWN
What are your buyer personas’ reading
habits?
What are your competitors doing?
What are people talking about on
Quora?
What can you learn from your search
engine optimization efforts?

26. GENERATE
CONTENT IDEAS
By yourself
In a group

27. HOSTING A BRAINSTORM BEST
PRACTICES
Pick someone to moderate and set a clear
agenda.
Create an atmosphere where people feel
comfortable.
Leverage “braindumps.”
Use sticky notes, whiteboards, and other visual
aids.
Remember that the main goal is to generate
new, unexpected ideas.

28. PLANNING A LONG
TERM CONTENT
STRATEGY

30. Planning provides a roadmap for your content

32. If you make a plan and
are consistent in your
approach, then you’re
giving yourself the best
chance at achieving
ROI from your content
efforts

34. THREE STEPS TO CREATING A
LONG-TERM CONTENT PLAN
Setting marketing goals.
Auditing or assessing your organization’s
initiatives and assets.
Identifying the buyer’s journey for your buyer
personas.

37. THREE STEPS TO CREATING A
LONG-TERM CONTENT PLAN
Setting marketing goals.
Auditing or assessing your organization’s
initiatives and assets.
Identifying the buyer’s journey for your buyer
personas.

39. ORGANIZE YOUR CONTENT
AUDIT BASED ON THESE
CATEGORIES
Content title
Buyer’s journey stage
Marketing funnel stage
Format or type of content
Which buyer persona it’s targeting
Any additional notes that provide value or
context

41. THREE STEPS TO CREATING A
LONG-TERM CONTENT PLAN
Setting marketing goals.
Auditing or assessing your organization’s
initiatives and assets.
Identifying the buyer’s journey for your buyer
personas.

42. MONTESSORI MOM MEENA
BACKGROUND
Devoted mother
Professional woman
Married with at least one child under the age of
six
DEMOGRAPHICS:
Skews female, age 28-35, Urban, Bachelor’s
degree, Income: under $80,000
GOALS:
Wants to understand child development and do
what’s best for her children. •
Understand how to set limits for behavior.
Effective communication tools to use with her
children.
CHALLENGES:
Children won’t listen and she has to deal with
tantrums, all of which overwhelm her as a parent.

43. MEENA'S BUYER JOURNEY

44. WHAT SHOULD A LONG-TERM
CONTENT PLAN LOOK LIKE?

45. IT NEEDS TO BE IN REAL TIME

46. CONTENT CREATION + PROMOTION

47. promoting
content
creating
content
40%
60%

48. CONTENT PROMOTION &
SUCCESS
Drive website traffic.
Improve audience engagement.
Aid buyers with purchase decisions.

49. ORGANIC PROMOTION
CHANNELS
Search engine optimization
Email marketing
Social media
Live promotions (events or webinars)
Influencer networks
Word of mouth

50. PAID PROMOTION CHANNELS
Search engine ads (Google, Yahoo, Bing)
Social media ads (Facebook, LinkedIn, Twitter,
and Instagram)

51. IN SUMMARY
Start with your buyer persona
Map out the buyer journey for your personas
Generate content ideas that align with the
relevant stages of the buyer journey
Identify your promotional channels
Plot this all out into a calendar/ plan

52. Questions?
adabara@mbtnglobal.com