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How To Plan Top Performing Marketing Content | Stephen Bateman

The document outlines a content marketing strategy that emphasizes aligning a content plan with buyer needs and business goals, including the creation of a twelve-month editorial calendar. Key elements discussed include understanding the buyer's journey, conducting content audits, and producing targeted content types at various stages of the buying cycle. The session also highlights the importance of a systematic approach to driving sales through effective content marketing.

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STEPHEN BATEMAN @concentricdots #wmconf16 “ True content marketing drives sales, not just clicks!”
@concentricdots #wmconf16 @watertightmkg CREDITS & COPYRIGHT Material from Stephen’s own approach. Mapped against Watertight Marketing methodology with permission. Other Copyright owners are credited where known.
@concentricdots #wmconf16 @watertightmkg IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
@concentricdots #wmconf16 @watertightmkg QUICK POLL BEFORE WE START ➌
@concentricdots #wmconf16 @watertightmkg ➌ ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth IN THIS SESSION
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions: This is your most fundamental question!
@concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Watertight Marketing - See Chapter 1
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 Credit: Thomas Net ➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 LOYALTYLOYALTY TRIALTRIAL ADOPTION ADOPTION INTEREST INTEREST EVALUATIONEVALUATION A W A R E N E S SA W A R E N E S S BE THERE BE RELEVANT BE PROVEN BE HELPFUL BE FRIENDLY BE CONSISTENT Credit: Watertight Marketing - See Part One
@concentricdots #wmconf16 1000 SITE VISITS 200 3+ MINS VISITS 40 CASE STUDY OR PRODUCT PAGE VISITS 10 WEBINAR ATTENDEES 20% MONTH 2MONTH 1 MONTH 3 MONTH 4 MONTH 5 MONTH 6 LOYALTYLOYALTY TRIALTRIAL AWARENESSAWARENESS EVALUATIONEVALUATION ADOPTIONADOPTION INTERESTINTEREST 4 GATEWAY PRODUCTS 2 ONGOING CONTRACTS50% 20% 25% 40% Credit: Watertight Marketing - See Chapter 10 ➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Dave Chaffey, Smart Insights
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS This, on its own, is not good enough! Credit: HubSpot
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Adapted from Watertight Marketing UNAWARE AWARENESS INTEREST EVALUTION TRIAL ADOPTION LOYALTY TASK BE THERE BE RELEVANT BE PROVEN BE HELPFUL BE FRIENDLY BE CONSISTENT CONTENT OBJECTIVE REACH PAIN (AWAY FROM) EDUCATE DIFFERENTIATE MOTIVATE (TOWARDS) CONSOLIDATE RELATIONSHIP CONTENT TYPE One-liners Guest posts (2-way) Advertorial Stand-out imagery Blog post How-to Tip sheets Video tips Lead magnet Paper/guide Infographic Research Case study Demo Video series Vox Pops Book Gateway product Diagnostic Webinar Free Trial Proposal Welcome Pack Tutorial Vids User Guides Live Demo FAQ Help articles & videos Fun stuff
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Smart Insights
@concentricdots #wmconf16 Credit: Stephen Bateman, Concentric Dots ➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots #wmconf16 CLEAN IT COM Credit: Stephen Bateman, Concentric Dots ➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
@concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots #wmconf16 Credit: Smart Insights ➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS Work with real buyer understanding (never a hunch) to guide your content plan. Conduct In-Depth Persona Research. Know your buyers’ cycle (6 phases, 13 touch points.) Define their content needs and preferences (respect their time.) Look back at historical customer data on 10 historical closed/won deals. Map the trajectory each buyer followed that lead up to the sale. Incorporate these buyer insights as a foundation for your marketing content plan. Takeaways from this section…
@concentricdots #wmconf16 @watertightmkg Please get your questions in now We’ll answer them at the end of the session
@concentricdots #wmconf16 @watertightmkg IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a bird-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 Credit: [CC] BY-NO-SA ➋ TWELVE MONTH CONTENT CALENDAR Scribble it out
@concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Make it visual Credit: Client Example, Concentric Dots
@concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Or, more formal Credit: Stephen Bateman, Concentric Dots
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a bird-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots #wmconf16 @watertightmkg Orbit media! X ➋ TWELVE MONTH CONTENT CALENDAR Once you have your Pillars, stick to your guns!
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a bird-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Credit: Stephen Bateman, Concentric Dots
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Credit: Stephen Bateman, Concentric Dots Note: Three S Timing Product Launches Special Offers Seasonal Events Sports Events Political Days Holidays, etc.
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR Pen Post-its in 3 colours Laptop & internet A large surface A supply of snacks! You will need:
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Pink: Content Ideas Yellow: Monthly Theme Blue: Special Events Photo Credit: @Minal2804
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 Credit: Stephen Bateman, Using all sources mentioned ➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots #wmconf16 @watertightmkg watertightmarketing.com/atoz
@concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
@concentricdots #wmconf16 Credit: Stephen Bateman, Using Trello ➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots #wmconf16 @watertightmkg Put your buyer at the centre of your publishing Identify what matters to your buyer: Define eight category themes and sub topics, stick to them, relentlessly, (only then will search engines index and rank you.) Source more content ideas for your topics by involving more people in ideation. Takeaways from this section… ➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots #wmconf16 @watertightmkg Please get your questions in now We’ll answer them at the end of the session
@concentricdots #wmconf16 @watertightmkg IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
@concentricdots #wmconf16 @watertightmkg ➌ CONTENT PLAN TO POWER SALES 1. Bottom-up SMART budgeting 2. Goal-focussed planning 3. Six step plan-to-sale process Three keys to content that drives sales
@concentricdots #wmconf16 @watertightmkg ➌ CONTENT PLAN TO POWER SALES 1. Bottom-up SMART budgeting 2. Goal-focussed planning 3. Six step plan-to-sale process Three keys to content that drives sales
@concentricdots #wmconf16 Credit: Stephen Bateman, Adapted from Velocity ➌ CONTENT PLAN TO POWER SALES
@concentricdots #wmconf16 Credit: Watertight Marketing, Chapter 9 ➌ CONTENT PLAN TO POWER SALES £ £ £ LL TT AA EE AA II LL TT AA EE AA II LL TT AA EE AA II SKI SLOPESAILCRESCENT CONSIDEREDIMPULSE
@concentricdots #wmconf16 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Planning Audience Ideation Creation Distribution Measurement Set Goals Develop Personas Develop Content Themes &Topics Populate Editorial Calendar Identify Influencers Measure Define Content Mission Map Buying Cycle Define Content Types Workflow & Deadlines Pick Channels Report Agree Metrics Keyword Research Identify Sources Editing & Formatting Do Promotion plan Evaluate Transcribe from Sources Optimise for Search Implement Outreach Credit: Stephen Bateman, Concentric Dots ➌ CONTENT PLAN TO POWER SALES
@concentricdots #wmconf16 @watertightmkg WHAT WE COVERED IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
THANK YOU @concentricdots #wmconf16 Questions Please
@concentricdots #wmconf16 @watertightmkg Please continue the conversation over in the Facebook Group
THANK YOU We’re grabbing a quick cuppa Back shortly

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