What is your content marketing plan for 2015? If you need help developing your roadmap, this workshop provides the direction you are seeking. Your Content Marketing Plan is more important than ever. You need to engage prospects at the top of the sales funnel by creating digital content that converts. In this workshop we will: - Cover the elements of what makes a good content marketing plan and the internal support you need to succeed - Help you identify audience requirements - Show you how to construct an editorial calendar to execute your plan - Provide clever ideas to determine where to put your content so your audience can find and consume it

1. The Content Marketing Bootcamp
By: Marie Wiese

3. Your buyer’s behavior has changed…
What are you doing about it?
@mcopilot

4. Today you will learn..
1. The elements of a good content marketing plan
2. How to rally people around the power of content
marketing
3. The right tools to execute your plan
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5. B2B selling in the “old” days
• Sales person as company “about us”
• Cold calling
• Tradeshows
• Trade publication advertising
• Networking
• Lunching
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6. 1898
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7. The sales funnel today

8. 60% of the sales funnel is taking place
in the digital space…
How good is your online content?
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9. Has your sales team ever said…
• We don’t hear from customers until after they have
made a decision to buy something else
• We are struggling to add value
• We have become order takers
• We are caught in the bottom of the sales funnel
@mcopilot

10. Content marketing…
 Is not intrusive
 Adds value
 Invites you to engage
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11. The
Content
Marketing
Success
Loop
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12. Your Content Marketing Strategy must
address…
• Why are we doing this?
• Who buys from us and why?
• Who is going to do the work?
• What content are we offering at each stage of the
buyer journey?
• Where does our target audience want to consume
content?
• How do we know if it’s working?
@mcopilot

13. 7-Steps to your Content Marketing
Plan
1. Agree on why you need content marketing
2. Define your audience
3. Articulate your differentiation
4. Execute your plan
5. Publish your content
6. Help your audience find your content
7. Define success
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14. 1. Agree on why you need content
marketing
• As a business you need to understand the
importance of content marketing in the sales process
• 99% of people searching for a product or service
start their search online
• Decide if your companies current content is
facilitating your buyer’s decision to choose you
Remember: Good content = Sales
@mcopilot

15. Exercise
1. List all of the places you publish content about your
company.
2. List ways you determine today if customers are
using that content to choose you.
3. List one thing you could do to improve your content
for customers and if it might change your sales
results.

16. 2. Define your audience
• Most companies do not have a description of an
ideal customer
• If you don’t know who your customer is, how are you
going to determine if your content will help them in
the buyer journey?
@mcopilot

17. Exercise
1. Pick one specific person that defines a perfect
customer and think about what content you would
develop for them.

18. 3. Articulate your differentiation
• What is your value proposition?
• What do you offer that is different from your
competitor/alternative in every way?
• Can you articulate in one sentence why your
customers buy from you?
Get your Value Proposition Workbook at marketingcopilot.com/resources
@mcopilot

19. Exercise
1. In one sentence, what do your customers say about
you?
2. Make a list of the problems you solve for your
customers.
3. How do you solve those problems differently then
the any one or anything else?

20. 4. Execute your plan
• Creating a plan is great, but without the support
from your executive team it will be difficult to
execute
• Be realistic about timelines and who will roll up their
sleeves and write
• Editorial calendars keep people on track and focused
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21. Editorial Plan
• Where
• When
• What
• Who
• Why
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22. Exercise
1. List the people in your organization who could help
you develop content because they interact with
customers or prospects.

23. 5. Content publishing
• Topics versus format
• Editorial mission statement
• Generating content ideas
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24. Exercise
1. List the top 5 questions that get asked in the sales
process.
2. List the problems with your product or service.
3. List ideas for a “Best of” article in your local area.

25. 6. Help your audience find your
content
• Where do your customers consume content?
• What are your customers searching online to find
solutions their problems?
• Creating content is meaningless without repetitive
distribution on channels where your customers will
engage with it
@mcopilot

26. Exercise
1. What are the first three things your customers do
when they think about solving the problem your
product/service solves?
– “How do I know I have a problem?”
– “Is my problem worth fixing?”
– “Is my problem worth fixing now?”
– “What are my choices for fixing it?”

27. 7. Define success
• How do you know if your content marketing is
working?
• After you publish your content, go back and see how
it worked
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28. Exercise
1. For everything you produce you need to able to
explain:
How conversion rate =
Moving the buyer towards a closed sale

29. marketingcopilot.com
/content-marketing-workbook