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Sleek content 101
This document outlines a 5-step process for developing an effective content marketing strategy: 1) Establish business and marketing goals, 2) Define the topic areas and expertise, 3) Identify appropriate content tactics, 4) Map out a content plan with details of who, how, where, when, and why, and 5) Perform a reality check to ensure the strategy is realistic. The strategy is tested against criteria like whether the content is good enough for prospects to actively seek out, the topics are urgent enough to demand attention, and the tactics are consistent with resources and audience preferences. The overall approach helps align content creation and distribution with organizational goals.
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Sleek content 101
- 1.
- 2. Just what iscontent anyway? Versus…
- 3. The Electric Kool-AidContent Quality Acid Test: Is your content so good your prospects would actively seek it out (and maybe even pay for it)!
- 4. Step I: Establishbusiness goals! Your Your goals strategy
- 5. Business Goals: •Increaserevenue •Increase profits •Expand market share •Expand “mind share” •Expand geographic reach •Enter new markets •Establish new partners •Decrease cost of doing business •Other: Marketing/Sales Goals: •Acquire more customers •Customer retention •Increase sales •Increase closings/ conversions •Expand brand awareness •Establish “position” •Expand web presence •Drive ecommerce platform •Lower cost/lead, cost/conversion •Accelerate movement through pipeline •Identify more prospects •Improve customer satisfaction •Support channel partners •Other: Content Marketing Goals: •Establish thought leadership and/or expertise, credibility •Intercept researchers and searchers •Improve organic SEO •Lead generation •Lead nurturance •Education •Drive web traffic •Expand database •Improve social media presence/visibility •Acquire customers •Facilitate funnel momentum •Other:
- 6. “By doing” goals We will…. Increase revenues… Improve profitability… Decrease the cost of doing business… …by doing…. …by expanding into new markets. …by targeting the optimal customer segments. …by investing our marketing budget in proven content strategies.
- 7. The Electric Kool-AidContent Goals Acid Test: Would fulfilling your content marketing goals really meet your business objectives?
- 8. Step II: DefineYour Content Turf “I’m all about optimizin’ impact through timely, relevant content. Know what I’m sayin’?”
- 9. Match your know-howto their need-to-know • List your knowledge • List their needs • Connect the dots
- 10. Example: RentGrow Expertise: • Screening tech • Data sets • Online training • Fed. & state regs. Client Needs: • Qualified tenants • Fast training • Speed & accuracy • Reg. compliance
- 11. “Whoa, hold thephone, ace…” “What ya’ got that’s distinctive an’ urgent?” “What’s your take, man, your angle?
- 12. The Electric Kool-AidContent Turf Acid Test: Is your topic area urgent enough to demand immediate attention?
- 13. Step III: IdentifyYour Tactics “We will crush the bourgeoisie – with content!”
- 14. 42? And I’msure you can think of more…
- 15. He’s baaack… “Threethings, slick: One, do they fit with your strategy? Two, do they conform with your audience’s preferences, kemo sabe? Three, have you done this – can you do this, man?”
- 16. The Electric Kool-AidContent Tactics Acid Test: Are your tactics consistent with your resources and accessible to your audience?
- 17. Step IV: MapYour Plan Who? How? Where? When? Why? (Not why. You already know why. Because you completed Step I!)
- 18. Step V: RealityCheck
- 19. Build what youreally need – and no more.
- 20. “Monday morning” check-in with your new friend: What three things do you promise to do right away to complete your content strategy?
- 21. Thank you! JonathanKranz Kranz Communications jonkranz@kranzcom.com www.kranzcom.com (781) 620-1154 @jonkranz