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Own It 110415
This document provides guidance on developing an effective content marketing strategy. It emphasizes identifying target audiences, goals, and key questions around who, what, why, how, when regarding content creation and distribution. It stresses the importance of understanding audience needs and differentiating content. Metrics for success and failure are also addressed. The overall message is that content marketing requires planning, teamwork, and owning the process to increase revenues, engagement and support business goals.
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Own It 110415
- 1.
- 2. Who? What? Why? Whyare we doing this? How will content marketing support our broader business goals?
- 3. Who? What? Why? Whoare our target audiences that will buy from us? Who are our target audiences that want to consume our content?
- 4. Who? What? Why? Whois going to do the work? What can we offer to our target audiences at each stage of the customer lifecycle?
- 5. Who? What? Why? Whois going to do the work? What can we offer to our target audiences at each stage of the customer lifecycle?
- 6. Who? What? Why? Howdoes our target audience find and consume content? How should we differentiate within our market?
- 7. Who? What? Why? Howdo we define success? How do we define failure?
- 8. Who? What? Why? Wherewill we focus our content distribution and promotional efforts? When do we publish? When do we measure results?
- 10. Why are wedoing content marketing? Increasing Revenues: • Brand Visibility • Potential Customer Engagement and Interest • Leads and Sales • Customer Retention & Repeat Purchases • Customer Referrals and Reviews
- 12. Why are wedoing content marketing? Decreasing Costs: • Decrease Cost Per Lead/Sale • Increase Bandwidth of Existing Sales Team • Decrease Customer Support Requests • Decrease Customer Churn
- 14. Who exactly arewe doing this for? • Google Analytics • Social Media Stats • Facebook Graph Search • Google Trends • Customer Surveys • Employee Surveys
- 16. Who is goingto do what? What does your team look like? Who has the time? Who has the interest? Who has the skills?
- 18. What are wegoing to publish? Topics vs. Format What does your brand stand for? What do potential customers know about you?
- 20. How does ouraudience find and consume our content? Ask your customers! Use surveys What other sites do your customers visit? What are your customer’s demographics? Build that email list!
- 22. How should wedifferentiate within our market? What is everyone else doing?
- 24. Where will wefocus our content distribution and promotional efforts? • Owned media • Social media • Paid media • Earned media
- 25. When do wepublish? Decide on numbers your can deliver on.
- 26. How do wedefine success? • Top-of-Funnel • Middle-of-Funnel • Bottom-of-Funnel • Post-Funnel
- 27. When do wemeasure results? Calm Down and Relax!
- 28. Ten Critical Componentsof Copy: • A powerful headline • The Basic Story • The Proposition • The Exact Offer • A Guarantee • A Call-to-Action • Your Name • Your Location(s) • Your unique selling proposition • Marketing Bridge Elements
- 29. Common Sense Marketing: •Be honest and transparent • Be reliable • Ask for referrals • Become a resource to your customers • Handle complaints immediately • Deliver more than expected • Convert leads to customers
- 30. Own It! Start Brainstorming Writeout the plan Keep the plan visible This is your mission, own it!
- 31. Let’s do somestuff!
- 32. Sources Content Harmony www.hmny.comn Content MarketingInstitute www.contentmarketinginstitute.com Scott Stratten, Unmarketing www.unmarketing.com The 33 Ruthless Rules of Local Advertising www.33rules.com