This document outlines how to create an effective content marketing strategy with goals of lead generation, thought leadership, and SEO. It recommends conducting a consumer analysis, defining goals and metrics, and creating an editorial calendar. It also provides examples of content types and how to align them within a company's funnel. Key tactics discussed include guest posts, social media, email campaigns, and measuring success through leads, traffic, and engagement. The document concludes by offering a free consultation and interactive checklist to help users develop their own content strategy.

1. How To Transform
Your Content Strategy
With Our Content
Marketing Assessment

2. CONTENT IS CHAOTIC

3. How to Create a Documented
Content Marketing Strategy
The Three Main Goals of
Content Marketing
How to Align Goals and Tactics
in Your Content Strategy
The Technical Necessities to
Pull it All Off
How to Measure Success
AGENDA

4. THE THREE MAIN GOALS
OF CONTENT MARKETING
Lead Generation Thought Leadership SEO
Capture your flag!

5. HOW TO CREATE A DOCUMENTED
CONTENT MARKETING STRATEGY

6. HOW TO CREATE A DOCUMENTED CONTENT MARKETING STRATEGY
Consumer Analysis
Profile of key audience personas

7. Your marketing goals
An editorial calendar and
content guidelines
A way to measure success
HOW TO CREATE A DOCUMENTED CONTENT MARKETING STRATEGY

8. HOW TO ALIGN GOALS AND TACTICS
IN YOUR CONTENT STRATEGY -
LEAD GENERATION

9. How Content Marketing +
Lead Gen works
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
LEAD GENERATION

10. Top of the Funnel: Reach a New Audience
Middle of the Funnel: Engage and Convert
Bottom of the Funnel: Nurture and Engage
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
LEAD GENERATION
Guest-contributed content, Press mentions
On-site content, Gated content
Email newsletters, Email Drip Campaigns

11. Website CMS and blog
Marketing automation system
Sales CRM
Access to website analytics
A social following
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
LEAD GENERATION
Technical requirements

12. Average lead score
Clickbacks to website
New visitor rate
Lead conversions
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
LEAD GENERATION
How to Measure Success

13. HOW TO ALIGN GOALS AND TACTICS
IN YOUR CONTENT STRATEGY -
THOUGHT LEADERSHIP

14. Top of the Funnel: Reach a New Audience
Guest-contributed content, Press mentions
Middle of the Funnel: Educate and Convert
On-site content, Book production
Bottom of the Funnel: Nurture and Engage
Email newsletters
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
THOUGHT LEADERSHIP
Content types/deliverables

15. Website with CMS and blog
Access to your website’s analytics
Social media profiles
Email marketing/ marketing
automation system
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
THOUGHT LEADERSHIP
Technical requirements

16. Finish rate on articles
Social media shares
across platforms
Engagement score
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
THOUGHT LEADERSHIP
How to Measure Success
Content syndication
Organic brand-building
opportunities (speaking
engagements, awards,
podcasts)

17. HOW TO ALIGN GOALS AND TACTICS
IN YOUR CONTENT STRATEGY -
SEO

18. Step 1: Build A Strong Foundation
Technical Audit, Keyword Search
Step 2: Build Authority Backlinks
Guest-contributed content, PR mentions
Step 3: Nurture and Engage
On-site content
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
SEO
Content types/deliverables

19. Website with CMS and blog
Access to website analytics
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
SEO
Technical requirements

20. Search visibility
Keyword rankings
Organic search traffic
HOW TO ALIGN GOALS AND TACTICS IN YOUR CONTENT STRATEGY -
SEO
How to Measure Success

21. EXAMPLE
Here is an example of how a company might
fill out this assessment.

22. FUTURE PLANSCURRENT CADENCECOMPANY STATUS
TOP OF THE
FUNNEL
REACH
A NEW
AUDIENCE
MIDDLE OF
THE FUNNEL
EDUCATE
AND
CONVERT
BOTTOM OF
THE FUNNEL
NURTURE
AND
ENGAGE
GUEST-
CONTRIBUTED
ARTICLES
PRESS
MENTIONS
ON-SITE
CONTENT
GATED
CONTENT
EMAIL DRIP
CAMPAIGN
EMAIL
NEWSLETTER
TACTIC
EXAMPLE CONTENT MARKETING ASSESSMENT
EXAMPLE’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING
N/A 0/year 2/quarter
- Utilizing XYZ PR company
- Carrie oversees
- Spending $5K per month
1/month
- Additional 2/quarter
- Messaging focused on
CEO’s thought leadership
- 2 freelance writers
ghostwriting blog posts
- Carrie oversees freelance
writers
8/month
- Add 1 long-form blog
post/month from a key
employee
N/A 0/year
- Create 2 whitepapers/
year with landing page
copy
N/A 0/year
-Create drip campaigns for
each whitepaper
- Carrie creating and
overseeing
- Curated blog posts
- Utilizing HubSpot
1/quarter -Increase to 1/month

23. SEARCH
ENGINE
OPTIMIZATION
PAID
AMPLIFICATION
ORGANIC
SOCIAL
MEDIA
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
CONTENT AMPLIFICATION
EXAMPLE COMPANY’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING
TECHNICAL REQUIREMENTS
WEBSITE CMS + BLOG
WordPress
SALES CRM
Freshsales
MARKETING/EMAIL AUTOMATION
MailChimp
WEBSITE ANALYTICS
Google Analytics
SUCCESS METRICS
LEAD CONVERSIONS
Current: 15 Leads/Month
AVERAGE LEAD SCORE
Current: No lead scoring
CLICK-BACKS TO SITE
Current: N/A
NEW VISITORS (BLOG)
Current: Not Tracking
- Keywords developed in 2017
- SEO agency currently building
links
- 3 links/month - Integrate keywords into on-
site and off-site content
- Technical website audit
N/A N/A
- 3-month test of paid for
content amplification
- Part-time employees writing
thought leadership posts for
social
- Carrie overseeing
- 2 Facebook/week
- 2 LinkedIn/week
- 5 Twitter/week
- Twitter following growth for
CEO
- Need social posts for
published articles

24. RESOURCES
Interactive Content
Strategy Checklist
Content Marketing
Assessment
Free Consultation
Want more tips on content marketing and how to create an effective strategy that
delivers on your goals? Set up a call with us and if you sign before August 16th,
you’ll get $500 off your first month of services!
All offers located here: https://offers.influenceandco.com/cma

25. Questions?