At the recent event in Sydney titled "How to be a more effective content marketer" I presented a session on what marketers should consider and do before undertaking a content marketing strategy. This presentation provided the essential considerations and steps anyone undertaking content marketing should answer to not only determine if content marketing is right for them, but also to ensure they have the strategy, structure, resources and ability to deliver the desired outcomes. It is important reading for those either considering content marketing or currently undertaking content marketing for their business or brand. The advice is based on not only assisting marketers with the implementation of their content marketing strategy, but also from the personal experience of building the TrinityP3 brand as a thought leader in marketing management consulting in the Asia Pacific region.

1. marketing management consultants
Managing
content
marketing
for
successful
outcomes
Presented by
Darren Woolley
TrinityP3
March 21, 2014

2. marketing management consultants
Why content marketing?
Content marketing can:
• Improve search results
• Establish thought
leadership
• Encourage customer
engagement
• Increase leads and sales

3. marketing management consultants
What is your strategy?
• What objective are you
wanting to achieve?
• Against which audience?
• Against what time frame?
• Does it align to your overall
marketing objective?
• Is this achievable using
content marketing?

4. marketing management consultants
What does success look like?
• What does your ultimate
objective look like?
• Is it measurable?
• Is it achievable?
• What benefit / value
would it deliver?
• How would this benefit /
value be measured?

5. marketing management consultants
How is it to be implemented?
• What value can you deliver
to the audience?
• Is it relevant and interesting
to the audience?
• What platform / format is
ideal for the audience?
• What is the implementation
plan and timeline?

6. marketing management consultants
How is it being managed?
• Who is responsible for
content creation?
• Who is the content curator?
• Who is the social manager?
• Who is optimising search?
• Are these to be managed
internally or externally?

7. marketing management consultants
What resources are required?
• What resources are
available internally?
• What resources are
available externally?
• What additional resources
are required to be
recruited or procured?
• How much is required?

8. marketing management consultants
How is it being funded?
• Is there a budget allocated
for content marketing?
• Is this an additional cost or
funded by reductions
elsewhere?
• Has a business plan been
developed and presented
to senior management?
• Is the cost justified against
the return?

9. marketing management consultants
How is it measured?
• How are you measuring
your progress?
• How often are you
measuring the results?
• Are these measures
aligned to the strategic
objectives?
• Is there a measure on the
ROI?

10. marketing management consultants
How do you develop and evolve?
• Are you monitoring
search and social
effectiveness?
• Does your content
marketing strategy have a
long term plan?
• Have you allowed for
changes in platform,
content format or
frequency?

11. marketing management consultants
How to be a more successful content marketer
• Develop a clear objective
and strategy aligned to your
overall marketing and
business strategy.
• Define your requirements in
terms of capabilities,
resources, budget and
timeframe.
• Determine and measure the
results of your content
marketing activities.

12. marketing management consultants
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13. marketing management consultants
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TrinityP3
Darren Woolley