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TACKLING
CONTENT
MARKETING
ON A BUDGET
Based on an article that originally appeared on my site.
DEVELOPING A
CONTENT STRATEGY
1. PERFORM A
CONTENT AUDIT
80%
5 POSTS OR LESS*
Of company blogs have
According to a study by IBM
???YOU’VE FORGOTTEN
ABOUT???
Does your company have a blog
According to a study by IBM
DOOMED TO REPEAT IT.
Those who are unaware of history are
–GEORGE SANTAYANA
“
2. CREATE A
CONTENT DIVISION
Content creation should be it’s own
SEPARATE BUSINESS
Chief Editor
CMO
Internal
Stakeholders
Creative Team Social Team
CONTENT DIVISION
3. SET STRATEGIC
GOALS
CONTENT DOES NOT LEAD
DIRECTLY TO SALES….
…SO YOU NEED TO GET
CREATIVE WITH THE
GOALS YOU SET
Often the most neglected aspect of content marketing is what
happens after the prospect finds and consumes your content.
In other words, how do you
convert her into a lead or sale?
–Heidi Cohen
CMO Actionable Marketing Guide“
SET KPI’s TO
MEASURE
SUCCESS
THROUGHOUT
THE FUNNEL
4. MAKE A PLAN
56%
DOCUMENTED PLAN*
Of marketers don’t have a
According to a study by Kapost
IF YOU DON’T HAVE
A PLAN, IT WON’T
GET DONE
MAP OUT A
CLEAR
EDITORIAL
CALENDAR AND
STICK WITH IT!
THEN CREATE A
TIMELINE FOR
MEASURING PROGRESS
First 3 Months
Build Out
Strategy + Team
and the First
Month’s Content
First 6 Months
Persistently
Measure KPIs and
Evaluate and
Tweak Strategy.
After 12 Months
Should Have
Tangible Success
and Understanding
of What Works and
What Doesn’t
CONTENT TIMELINE
CREATE HELPFUL
CONTENT
1. HIRE A CHIEF OF
CONTENT
Chief Editor
Internal
Stakeholders
Creative Team Social Team
CMO
Most Important Role
on the Content Team
BECAUSE THEY’RE THE LIASON
BETWEEN THE CONTENT
DIVISON AND THE CMO
WHY SO IMPORTANT?
2. LEVERAGE
EMPLOYEE EXPERTISE
POTENTIAL CONTENT
CREATORS
ALL OF YOUR
COMPANY’S EMPLOYEES ARE
A GREAT EDITOR CAN
WORK WITH EMPLOYEES TO
EXTRACT VALUABLE CORE
INSIGHTS FROM ACROSS
YOUR ORGANIZATION
3. REPURPOSE
LONGFORM CONTENT
ONCE YOU HAVE A CORE
INSIGHT, YOU CAN USE IT
TO CREATE MANY PIECES
OF CONTENT
CONTENT REPURPOSING
Core
Insight
Longform Content
Blog Post
Email
DISTRIBUTE ACROSS
CHANNELS
1. SET UP A
DISTRIBUTION PLAN
DISTRIBUTION
IS THE KEY TO SCALING YOUR
CONTENT MARKETING*
*Especially in the early phases.
SOCIAL MEDIA
IS TAILOR-MADE FOR
DISTRIBUTING CONTENT
CHOOSE 2-3
CHANNELS
THEN COMMIT TO
MAKING THEM GREAT
CHOOSE 2-3
CHANNELS
THEN COMMIT TO
MAKING THEM GREAT
FOR HELP CHOOSING CHANNELS
CHECK OUT THIS SLIDESHARE
2. DON’T BE OVERLY
PROMOTIONAL
SHOUTING YOUR BRAND MESSAGE
DOESN’T WORK!
The only story that truly matters is the story
that your delighted customers tell about
your company – not the one you tell your
customer.
–Bryan Eisenberg,
Cofounder & CMO of IdealSpot, and best-selling author of
Buyer Legends: The Executive Storytellers Guide
TO AVOID BEING OVER-PROMOTIONAL
FOLLOW NPR’S EXAMPLE
NPR PUTS OUT QUALITY CONTENT
EVERY DAY
THEREBY EARNING THE RIGHT TO RUN THEIR
PLEDGE DRIVE ONCE OR TWICE A YEAR
EARN THE RIGHT
YOU’VE GOT TO
TO PROMOTE
–GUY KAWASAKI
IN CONCLUSION…
BE STRATEGIC
BE CONSISTENT
BE GENEROUS
Follow Subscribe Connect
THANKS FOR READING!
KEEP IN TOUCH!

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Tackling Content Marketing on a Budget