This document outlines the key aspects of an effective content marketing strategy in 3 stages: plan, produce, and promote. It recommends using tools like Google Keyword Planner, Asana, and Hootsuite to plan content topics, manage production workflows, and promote content on social media. Metrics like search impressions, social shares, and ROI are suggested to prove the impact of the content marketing strategy over time using analytics tools like Google Analytics and Ahrefs. The goal is to attract and engage an audience while driving profitable customer actions through relevant and valuable branded content.

1. The Content Marketing
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2. Content marketing is a marketing technique of creating
and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood
target audience – with the objective of driving profitable
customer action.
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3. The bottom-line goal
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4. Courtesy of Scribe’s The Business Case for Agile Content Marketing
Evolution of online marketing
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5. The Strategy
Branded
editorial
content
Editorial
endorsements
Money page
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6. 21st century job titles
* First Responder
* Director of Audience
* Channel Master
* Return on Objective Chief (ROO)
Chief Listening OfficerChief Content Officer
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7. This is a huge amount of
work...
Is it worth it?
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8. 0
ROI
PPC
(manipulative)
SEO
CM
The long game
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9. Rent vs. own your audience
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10. Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses
Content Marketing
Tipping Points
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11. 400-1000
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12. 9-15
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13. 50-100
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14. 500-1000
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15. 200-500
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16. This takes time
... but results last
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17. Plan
Produce
PublishPromote
Prove
An agile process
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18. [Plan]
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19. Search visibility
Google Webmaster Tools
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20. Keyword analysis
Google Keyword Tool & Google Trends
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21. Drilling deeper
Google Trends
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22. Ubersuggest
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23. Topsy social search
What’s being shared
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24. ... and by whom?
Topsy social search
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25. Daily mentions onTwitter
Topsy Analytics
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26. Web mentions
SEOmoz Fresh Web Explorer
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27. Build customer persona grid
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28. [Produce]
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29. Think like a publisher
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30. Content checklist
• Who are we writing for (customer persona)?
• Does it provide a resource, evoke emotion or entertain?
• What keyword(s) are we targeting?
• What conversion page are we linking to?
• Does it have a great image?
• Is it original, or improve existing content on this subject?
• Is it shareable?
• Is it timely?
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31. Define a workflow
Topic &
title
Research Draft
EditingOptimizationPublish
Wordpress
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32. Asana
Manage the workflow
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33. Schedule content
Google Calendar
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34. Repurposing content
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35. [Promote]
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36. Need to have
Nice to have
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37. Core activities
Converse
@
RT
#
DM
ShareFollow
Grow
audience
Gain
influence
Build
relationships
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38. Followerwonk
Find & follow influencers
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39. Owned vs. curated content
Hand-picked content --
shared with editorial flare --
naturally attracts quality
followers/fans.
Done consistently, it will
position your brand as
the resource in your niche.
Feedly
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40. Use a dashboard &
schedule posts
Hootsuite
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41. [Prove]
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42. KPI reporting
Stage KPIs
Reach
Social audience growth
Search impressions
--
Engagement
Clicks on shared content
Pageviews on content
Social shares on content
Earned links to content
Organic search visits
Social media referral visits
--
Conversion Conversions by channel
Return on Investment (ROI)
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43. Track shares & links
Ahrefs
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44. Organic search traffic
Google Analytics
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45. Social referral traffic
(total contribution)
Google Analytics
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46. Defining ROI
Monthly revenue increase
Lifetime value (LTV)
creation
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47. Measuring LTV using
cohort analysis
Microsoft Excel
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48. Cohorts profitability
over time
Microsoft Excel
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49. “You’re not an artist, Peggy.
You solve problems.
Leave some tools in your toolbox.”
- Don Draper, Mad Men
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50. Twitter: @parischildress
LinkedIn: bg.linkedin.com/in/parischildress/
Skype: pchil9
Email: paris@hop-online.com
Thanks for making it this far
Ques%ons?
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