This document provides a content marketing tactical plan template to help create a strategic content marketing plan. The plan includes laying the groundwork such as defining buyer personas, buyer journeys, content themes, and an editorial calendar. It also covers determining content types, assigning ownership, and outlining promotion tactics for email, social media, blogs, and paid channels. Metrics for measuring the success of the plan are also discussed. The goal of the plan is to increase leads, build thought leadership, and move leads through the sales funnel using relevant content.
Lean Software & Systems Conference - Business901 PresentationBusiness901
This is the Business901 presentation at the Lean Software and Systems Conference 2012. What I have learned from many of my podcast guests is how it started.
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students
“You can download this product from SlideTeam.net”
Showcase the complete experiences that customers go through when interacting with your company and brand by using this customer journey analysis PowerPoint presentation slides. This professional and visually designed customer mapping PPT deck contains 34 content ready slides. All slides are totally customizable, and users can edit as per their requirements and needs. Users can change the colors, diagrams, fonts, text as needed. This customer experience analysis PPT theme consists of different slides like understanding customer mapping purpose, objectives, needs, feelings and barriers of customer journey mapping, key statistics of customer journey mapping, elements of customer journey mapping, customer journey mapping steps, information required in each stage of the customer journey, customer mapping journey cycle, customer journey analysis at each stage, customer journey layers, channels in each stage of the journey, customer journey map table. etc. Download this ready to use customer experience analysis PPT template now. Guide them in finding a calling with our Customer Journey Powerpoint Presentation Slides. Help them figure out the best career to follow. https://bit.ly/3iucBdX
Lean Software & Systems Conference - Business901 PresentationBusiness901
This is the Business901 presentation at the Lean Software and Systems Conference 2012. What I have learned from many of my podcast guests is how it started.
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students
“You can download this product from SlideTeam.net”
Showcase the complete experiences that customers go through when interacting with your company and brand by using this customer journey analysis PowerPoint presentation slides. This professional and visually designed customer mapping PPT deck contains 34 content ready slides. All slides are totally customizable, and users can edit as per their requirements and needs. Users can change the colors, diagrams, fonts, text as needed. This customer experience analysis PPT theme consists of different slides like understanding customer mapping purpose, objectives, needs, feelings and barriers of customer journey mapping, key statistics of customer journey mapping, elements of customer journey mapping, customer journey mapping steps, information required in each stage of the customer journey, customer mapping journey cycle, customer journey analysis at each stage, customer journey layers, channels in each stage of the journey, customer journey map table. etc. Download this ready to use customer experience analysis PPT template now. Guide them in finding a calling with our Customer Journey Powerpoint Presentation Slides. Help them figure out the best career to follow. https://bit.ly/3iucBdX
Sometimes SaaS companies are so focused on creating and improving the product, they neglect marketing it and improving the sales funnel. Companies without a marketing, PR, or growth team especially neglect it. Here, you'll learn five ways to increase your B2B SaaS revenue today.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
501 Questions Every B2B CMO Needs To AskTodd Ebert
Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?
You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
Join CX University's Mohamed Latib and SPLICE Software's Janelle Boris as they share their expertise in creating a robust customer centric program within your organization that will increase positive customer and employee experiences.
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
Customer experience is basically a universal
consequence of the association between a brand and
its client. All subdivisions of an organization
communicate with their clienteles from its individual
viewpoint. Customer Experience Management is a
course of observing and inventing the communication
with consumers from their point of view.
Customer Value Proposition by Derek HendrikzDerek Hendrikz
Customer value proposition by Derek Hendrikz works with CVP in terms of product, service, people, results, communication and experience. Customer service excellence and business relationship development models and the relationship / profitability ratio is dealt with. Slides end with the rules for CRM (customer relations management). www.derekhendrikz.com
Increasing your website’s traffic is already a time-consuming task that will take up enough of your time. So, you need to make sure that traffic converts into sales, right?
Thankfully, there are drop-dead simple ways of capturing attention, boosting conversion rates, and ultimately, maximizing your profits without breaking the bank, or spending a lot of time tweaking your traffic campaigns.
In fact, the conversion-boosting hacks featured in this report are ones that you can easily implement into your existing website without spending more than a couple of hours tightening up a few weak areas so that you can transform your business in just a matter of a few short days. Does that sound like something you’d be interested in?
Plazabridge group Inbound Lead Generation Planning Guide PlazaBridge Group
Planning guide to improving the quality score and stage of your leads. Are Your Leads Sales Team Ready? Contact BrianLadd@plazabridgegroup.com for more information
5 Steps Guide to Building a Customer Centric CompanyCustomericare
Many companies claim to be customer centric nowadays but very few really are. Here's a simple guide to help you be one of the few truly customer-centric companies out there.
Bonus: checklists to download, print and share (no email needed, just grab them in the slides)
Content Marketing Plan for Space2EarthDubie Bacino
Space2Earth was set up as a brand for Kyprosat, a UK-based company, founded by industry veterans with the objective of manufacturing communication satellites to be utilised as high-performance space infrastructure and offering access to it for a global breakthrough price.
The preparation for the Space2Earth project began approximately 3 years prior to the scheduled launch of the satellites, providing sufficient time for us to research and design a long-term branding and social media marketing strategy for the company. We wanted to take advantage of the long production phase and use it to ensure enough time to strategically build a powerful, recognizable brand that would become company’s main asset when the time comes for the product launch.
In preparation, an in-depth research of LinkedIn industry professionals, related pages and groups was conducted in order to identify the competitors, relevant media channels and major influencers. A similar research was done via social media platforms to identify relevant interest groups and get a better understanding of target audience demographics and engagement dynamics.
Consequently, Space2Earth brand was conceived as a way to showcase company culture and assets and exponentially grow its online respectability and influence. We wanted to build a brand that would establish authority on the subject by providing the audience with valuable resources that are related to the satellite industry in general.
The two prerequisites of this strategy were long-term commitment and consistence in quality content. This in turn ensured the success of steady, organic community growth.
This is an example of the content marketing plan we developed for Space2Earth.
Sometimes SaaS companies are so focused on creating and improving the product, they neglect marketing it and improving the sales funnel. Companies without a marketing, PR, or growth team especially neglect it. Here, you'll learn five ways to increase your B2B SaaS revenue today.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
501 Questions Every B2B CMO Needs To AskTodd Ebert
Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?
You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
Join CX University's Mohamed Latib and SPLICE Software's Janelle Boris as they share their expertise in creating a robust customer centric program within your organization that will increase positive customer and employee experiences.
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
Customer experience is basically a universal
consequence of the association between a brand and
its client. All subdivisions of an organization
communicate with their clienteles from its individual
viewpoint. Customer Experience Management is a
course of observing and inventing the communication
with consumers from their point of view.
Customer Value Proposition by Derek HendrikzDerek Hendrikz
Customer value proposition by Derek Hendrikz works with CVP in terms of product, service, people, results, communication and experience. Customer service excellence and business relationship development models and the relationship / profitability ratio is dealt with. Slides end with the rules for CRM (customer relations management). www.derekhendrikz.com
Increasing your website’s traffic is already a time-consuming task that will take up enough of your time. So, you need to make sure that traffic converts into sales, right?
Thankfully, there are drop-dead simple ways of capturing attention, boosting conversion rates, and ultimately, maximizing your profits without breaking the bank, or spending a lot of time tweaking your traffic campaigns.
In fact, the conversion-boosting hacks featured in this report are ones that you can easily implement into your existing website without spending more than a couple of hours tightening up a few weak areas so that you can transform your business in just a matter of a few short days. Does that sound like something you’d be interested in?
Plazabridge group Inbound Lead Generation Planning Guide PlazaBridge Group
Planning guide to improving the quality score and stage of your leads. Are Your Leads Sales Team Ready? Contact BrianLadd@plazabridgegroup.com for more information
5 Steps Guide to Building a Customer Centric CompanyCustomericare
Many companies claim to be customer centric nowadays but very few really are. Here's a simple guide to help you be one of the few truly customer-centric companies out there.
Bonus: checklists to download, print and share (no email needed, just grab them in the slides)
Content Marketing Plan for Space2EarthDubie Bacino
Space2Earth was set up as a brand for Kyprosat, a UK-based company, founded by industry veterans with the objective of manufacturing communication satellites to be utilised as high-performance space infrastructure and offering access to it for a global breakthrough price.
The preparation for the Space2Earth project began approximately 3 years prior to the scheduled launch of the satellites, providing sufficient time for us to research and design a long-term branding and social media marketing strategy for the company. We wanted to take advantage of the long production phase and use it to ensure enough time to strategically build a powerful, recognizable brand that would become company’s main asset when the time comes for the product launch.
In preparation, an in-depth research of LinkedIn industry professionals, related pages and groups was conducted in order to identify the competitors, relevant media channels and major influencers. A similar research was done via social media platforms to identify relevant interest groups and get a better understanding of target audience demographics and engagement dynamics.
Consequently, Space2Earth brand was conceived as a way to showcase company culture and assets and exponentially grow its online respectability and influence. We wanted to build a brand that would establish authority on the subject by providing the audience with valuable resources that are related to the satellite industry in general.
The two prerequisites of this strategy were long-term commitment and consistence in quality content. This in turn ensured the success of steady, organic community growth.
This is an example of the content marketing plan we developed for Space2Earth.
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
Session from the Digital Workplace Conference NZ (#DWCNZ), held at the Cordis Hotel in Auckland, New Zealand on April 30th, 2019. Presented by Christian Buckley, Microsoft RD & MVP, and the CEO of CollabTalk LLC, an independent research and technical marketing services company based in Lehi, Utah.
5 must have elements for your content marketingCarousel30
Presentation by Carousel30 about Content Strategy, Content Marketing and how to effectively measure your marketing efforts. It discusses the 5 main components of a successful content marketing plan.
Carousel30 is a digital agency located in Washington, DC. Greg Kihlstrom, Founder and CEO, created this presentation based on a white paper that was recently created.
Similar to Increase Your Inbound Leads with this Step-by-Step Content Marketing Plan (20)
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Increase Your Inbound Leads with this Step-by-Step Content Marketing Plan
1. There are a lot of moving parts to creating the perfect
content marketing plan. You have to consider staffing,
persona development, content themes, and more.
So how do you put it all together?
This plan includes strategic objectives used to accomplish the following content
marketing goals:
1. Increase inbound leads to your website
at a low cost
2. Be seen as a thought leader in your industry
through education and engagement
3. Build relationships and excite influencers
4. Move leads through your sales funnel with
relevant content applicable to their buying stages
5. Enhance outbound campaign
program effectiveness
Content Marketing Tactical Plan 1
01 How to UseThis Plan
TACTICAL PLAN
IN
DUSTRY LEADE
R
INBOU
ND LEAD GENE
RATOR
OUTBOUND
CAMPAIGN E
NHANCER
CONTENT
MARKETINGSALES
FUNNEL AFICI
ONADO
REL
ATIONSHIP BUIL
DER
2. There are a lot of moving parts involved in creating the
perfect content marketing plan. You have to consider
staffing, persona development, content themes, and more.
So how do you put it all together?
This plan includes strategic objectives used to accomplish the following content
marketing goals:
1. Increase inbound leads to your website
at a low cost
2. Be seen as a thought leader in your industry
through education and engagement
3. Build relationships and excite influencers
4. Move leads through your sales funnel with
relevant content applicable to their buying stages
5. Enhance outbound campaign program effectiveness
Content Marketing Tactical Plan 01
How to Usethis Plan01
3. Content Marketing Tactical Plan 02
Laying the Groundwork02
To create a content machine that works, you need to first
lay the foundation for success. That means determining
ownership, creating your personas, and choosing your
content themes for the year.
Ownership and Staffing
You need to assign ownership for each step of your content creation, so that you
can ensure project management and uphold quality standards. Your content team
will be responsible for the following:
»» Content project management
»» Content quality control
»» Writing/copyediting
»» Design coordination and approval
»» Promotion coordination with other marketing teams
Managing Editor
Your managing editor owns the business of content creation. He or she is in
charge of strategy, tone, storytelling, project management, and writing.
This is by far the most critical role in your content team.
Typical responsibilities include:
»» Strategy development
»» Content creation
»» Content project management
»» Quality control
»» Vendor relationships and negotiation
»» Cross-functional coordination
4. Content Marketing Tactical Plan 03
02
Content Creators/Assistant Editors
Your content creators are the individuals who write and edit your content.
Depending on your goals and resources, they can be outsourced through
a copywriting agency, or they can be in-house positions.
Typical responsibilities include:
»» Writing
»» Working with subject matter experts to create content
»» Quality control and heavy copyediting
Content Producers/Designers
Your content producers or designers make your content beautiful and bring your
stories to life. They can be outsourced through a design agency, they can be
in-house, or you can use a combination of the two.
Typical responsibilities include:
»» Content design and ideation
»» Creating templates for ebooks, infographics, or slide decks
Hiring Goals:
✓ X number of managing editors
✓ X number of content creators
✓ X number of content producers
Planned Hiring dates:
Hiring Notes:
Laying the Groundwork
5. Content Marketing Tactical Plan 04Content Marketing Tactical Plan 04
Buyer Persona and Buyer Journey Development
You want to know who your customers are and what their buyer journeys look
like. Once you have that information, you can map content specifically to each
customer’s place in your sales cycle.
Buyer Personas
A buyer persona can be defined as a representation of your ideal customer. You
need to create personas in order to determine who you are marketing to and the
best way to speak to them in your content. Personas are often developed based
on customer demographics and behavior, along with your own understanding
of their motivations and challenges. To get all of the details you need, interview
customers, prospects, and members of your sales and customer services teams.
Also be sure to send out surveys and do your own research.
Buyer personas help you:
»» Determine what kind of content you need
»» Set the tone, style, and delivery strategies for your content
»» Target the topics you should be writing about
»» Understand where buyers get their information and how
they want to consume it
Laying the Groundwork02
6. Content Marketing Tactical Plan 05Content Marketing Tactical Plan 05
Buyer Persona Exercise
Persona name:
Persona title:
Job details and key responsibilities:
Where does your persona get his or her information?:
Persona’s primary goals:
Persona’s challenges and pain points:
Actual quotes:
Key objections:
Role in the purchase process:
Key marketing messages to speak to your persona:
Laying the Groundwork02
7. Content Marketing Tactical Plan 06
Buyer Journeys
Now that you’ve defined your personas, you need to create a buying journey
that will convert these personas into customers. A buying journey maps a buyer’s
decision making process during a purchase.
Mapping this allows you to:
»» Understand what process your buyers go through when considering
your product or service
»» Develop a content strategy that speaks directly to buyers, regardless
of the buying stage
Laying the Groundwork02
8. Content Marketing Tactical Plan 07
Buyer Journey Exercise
Fill in the following chart for each persona that you develop. The top row
describes potential buying phases, and the subsequent rows should be filled
in with key buyer actions, describing what your buyer is doing in each stage.
We have filled out the first phase (“Not on the Market”) as an example.
Laying the Groundwork
Buying
Phase
Not on the
Market
Interest
Problem
Definition
Exploring
Options
Evaluation
Final
Approval
Imple-
mentation
Key buyer
action #1
Observe
market
trends
Key buyer
action #2
Track
Competition
Key buyer
action #3
Key buyer
action #4
Key buyer
action #5
Key buyer
action #6
02
9. Content Marketing Tactical Plan 08
Content Matrix
Once you have your personas and journeys, you can then create a content
matrix—mapping your current content to each buying stage, and determining
where you have holes.
Laying the Groundwork
Buying Stage Content for Persona 1 Content for Persona 2
Interest
Problem Definition
Exploring Options
Evaluation
Final Approval
Implementation
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10. Content Marketing Tactical Plan 09
Content Arcs
Once you have a good sense of your personas, buying stages, and what
content you have, it’s time to decide what you want to write about. Consider
breaking up your content planning into quarterly or bi-yearly themes or arcs,
and then make sure your content is executing against them. Note that you will
also probably have yearly initiatives to focus on, so make sure you include
those in your planning.
Fill out the following chart to map out your year:
Laying the Groundwork
Theme 1 Theme 2 Theme 3 Theme 4
Ebook Ebook Ebook Ebook
Infographic Infographic Infographic Infographic
Slide Deck Slide Deck Slide Deck Slide Deck
Blog Posts Blog Posts Blog Posts Blog Posts
ONGOING INITIATIVE
ONGOING INITIATIVE
ONGOING INITIATIVE
Q1 Q2 Q3 Q4
02
11. Content Marketing Tactical Plan 10
Next, drill down even further into each quarter. You might have a messaging
arc, product launches, trend related asset production, partner and thought
leader content, and SEO related content.
Laying the Groundwork
Messaging
Arc
Product
Launches
Trend
Related
Partner/Thought
Leader
SEO
Asset 1 Asset 1 Asset 1 Asset 1 Asset 1
Asset 2 Asset 2 Asset 2 Asset 2 Asset 2
Asset 3 Asset 3 Asset 3 Asset 3 Asset 3
Asset 4 Asset 4 Asset 4 Asset 4 Asset 4
02
12. Content Marketing Tactical Plan 11
Editorial Calendar
Your editorial calendar should outline what is going to be produced and when it
is going to be produced. If you are using Google Docs or another calendaring
tool, you can color code and freely move dates as needed. Your editorial
calendar should look something like the example below. An up-to-date version
of this calendar should always be available to stakeholders.
Laying the Groundwork02
13. Content Marketing Tactical Plan 12
ContentTypes03
Now that you have a plan, what are you going to create,
and in what form? How many assets will you create each
month for each stage of your sales funnel? Which of your
team members will take ownership of each type? We
encourage you to try different types of content to learn
what your audience likes best.
Ebooks
»» X ebooks created monthly
»» X early-stage ebooks created monthly
»» X mid-stage ebooks created monthly
»» X late-stage ebooks created monthly
»» Ebook creation role assignments:
»» Project management:
»» Ideation:
»» Writing:
»» Design:
»» Copyediting:
Marketo ebook example
03
14. Content Marketing Tactical Plan 13
ContentTypes03
Infographics
»» X infographics created monthly
»» X trend-related infographics created monthly
»» X product-related infographics created monthly
»» Infographic creation role assignments:
»» Ideation:
»» Writing:
»» Design:
»» Copyediting:
Marketo infographic example:
product-related
Marketo infographic example: trend
15. Content Marketing Tactical Plan 14
ContentTypes
Slide Decks
»» X slide decks created monthly
»» X trend-related slide decks created monthly
»» X product-related slide decks created monthly
»» Slide decks creation role assignments:
»» Ideation:
»» Writing:
»» Design:
»» Copyediting:
Marketo slide deck example: trendMarketo slide show example: product-related
0303
16. Content Marketing Tactical Plan 15
ContentTypes
Third Party Reports
»» X number of third party reports posted per month
»» X number of vertical-specific third party reports posted per month
»» Report acquisition role assignments:
»» Working with analyst firms:
»» Determining report types needed:
»» Licensing report:
Marketo 3rd party analyst report examples
03
17. Content Marketing Tactical Plan 16
ContentTypes
Cheat Sheets
»» X number of cheat sheets created per month
»» X number of early-stage cheat sheets created per month
»» X number of mid-stage cheat sheets created per month
»» X number of late-stage cheat sheets created per month
»» Cheat sheet creation role assignments:
»» Project management:
»» Ideation:
»» Writing:
»» Design:
»» Copyediting:
Marketo cheatsheet examples
03
18. Content Marketing Tactical Plan 17
ContentTypes
Videos
»» X number of videos created per month
»» X number of highly produced videos per month
»» X number of simple, employee produced videos per month
»» X number of animated videos per month
»» Video creation role assignments:
»» Project management:
»» Ideation:
»» Script writing:
»» Production:
»» Filming:
»» Editing:
»» Artwork (if needed):
Marketo video examples
03
19. Content Marketing Tactical Plan 18
Content Promotion
Your content should be the fuel for all of your marketing
programs. Whether the program is an email sent out to your
database, a Pay-Per-Click ad, or a social campaign, your
content can be the associated offer that drives conversions.
Email Marketing
Content Promotion Objectives:
✓ Move leads in your database through your sales funnel faster
✓ Further engage and maintain relationships with database leads
✓ Generate brand awareness and build thought leadership reputation
✓ Increase content downloads
✓ Generate more leads through paid email channels
04
20. Content Marketing Tactical Plan 19
Content Promotion
Email Marketing
Content Promotion Tactics:
»» X emails sent out after content publishes
»» X emails sent out to the database
»» X emails sent out through paid email channels
»» X new emails added into your lead nurture programs
»» Email timeline:
»» Email 1:
»» Email 2:
»» Email 3:
Marketo email example to
promote a content asset
04
21. Content Marketing Tactical Plan 20
Content Promotion
Social Media
Content Promotion Objectives:
✓ Increase reach of content asset through social channels
✓ Increase engagement and relationship building on social channels
✓ Increase number of likes, comments, and follows
✓ Engage with industry influencers
✓ Generate new leads and followers on social channels
Content Promotion Tactics:
»» X number of Facebook posts per week
»» X number of tweets per week
»» X number of LinkedIn posts per week
»» X number of Google+ posts per week
Twitter lead generation card example
Facebook paid ad example
04
22. Content Marketing Tactical Plan 21
Content Promotion
Social Media
Sample social messaging:
»» For Twitter:
»» For Facebook:
»» For LinkedIn:
»» For Google+:
04
23. Content Marketing Tactical Plan 22
Content Promotion
Blog
Content Promotion Objectives:
✓ Increase blog subscriber numbers
✓ Increase engagement and recognition
✓ Increase visibility of content assets
✓ Encourage comments
✓ Social sharing
✓ Lead generation through form fill-outs
Content Promotion Tactics:
»» X number of blogs posted to promote content asset
»» X number of calls-to-action to download content asset
Marketo blog post examples
promoting content assets
04
24. Content Marketing Tactical Plan 23
Content Promotion
Webinars:
Content Promotion Objectives:
✓ Generate new leads through webinar signups
✓ Move leads through your sales funnel
✓ Promote new content asset and present thought leadership from that asset
✓ Showcase internal thought leaders
Content Promotion Tactics:
»» X number of webinars to promote new asset
»» Ensure that the content asset appears as a call-to-action on the webinar
»» Record the webinar so you can post additional content
»» Slice and dice up webinar recording into smaller, more digestible parts
Example of webinars that promote content
04
25. Content Marketing Tactical Plan 24
Content Promotion
Pay-Per-Click (PPC) Ads
Content Promotion Objectives:
✓ Generate leads by offering a content asset through a form
✓ Increase brand awareness and build thought leadership reputation
✓ Understand customer search habits through keyword actions
Content Promotion Tactics:
»» X number of PPC ads for content asset
»» X number of created headlines for content asset
»» X number of created ad copy for content asset
»» Sample PPC ads:
»» Ad #1: Headline:
Copy:
Call-to-action:
»» Ad #1: Headline:
Copy:
Call-to-action:
Example of
Pay-Per-Click ads to
promote content
04
26. Content Marketing Tactical Plan 25
Key Content Metrics
Now it’s time to measure our results. There are many
things that marketers can measure when it comes to
content marketing.
✓ Content asset downloads
✓ Content asset shares via Facebook, Twitter, LinkedIn, and Google+
✓ Reputation building
✓ Conversions based on form fills
✓ First and last touch attribution
✓ Multi-touch attribution
✓ Performance of email programs containing content asset
✓ Performance of paid programs containing content asset
»» PPC ad performance
»» Paid email program performance
»» Content syndication program performance
✓ Improved SEO performance
05
27. Content Marketing Tactical Plan 26
Additional Notes
Now that you have your plan in place, here are some
ongoing initiatives to keep in mind:
»» Train your sales teams on why and how to use your content
assets to close deals
»» Create content that maps to your SEO goals
»» Meet monthly or quarterly with internal stakeholders to go
over content initiatives
»» Keep iterating based on engagement and metrics
»» Never be afraid to try out new content types!
05