Content marketing is easy, in principle. In practice it's another story. Three core functions to nail down...

1. THE STICKY,
RUMBLING,
CHAOTIC,
TOWERING AND
PUZZLING MESS
(THAT IS CONTENT
MARKETING)

2. CONTENT MARKETING
THEORY = EASY
$
Content People Sales

3. CONTENT MARKETING
PRACTICE = HARD

4. CONTENT MARKETING
PRACTICE EXAMPLE: EBOOK
PPC?
tag
tag
tag
Email
Follow-up Linkedin
SEO/UX ads
Email Social
Database
Landing
page
tag SEO/UX
Social Display
ads
Influencer tag
outreach Blog Persona
CMS posts
eBook Positioning
Messaging
Campaign reporting
Cross-
Guest
Marketing Automation promotion
posts
Analytics

5. That’s for one piece of
content for one audience…

6. ADDITIONAL CONTENT
MARKETING COMPLICATIONS
Team skills
What can our own people do?
Agency capabilities
What makes sense for which agencies to do?
Internal
Who else needs to be involved?
Sales? Legal? HR?

7. THE THREE CORE CONTENT
MARKETING TASKS
Promotion
Content
Structure

8. THE FIRST CORE CONTENT
MARKETING TASK: STRUCTURE
Structure

9. Establish it.
Drive it.
Reassess it (yearly).

10. STRUCTURE
QUESTIONS TO ANSWER
• What are our key channels?
• How will we measure our key channels?
• What are we going to measure?
• How will we report what we’ve measured?
• What are the stages of our buyer journey?
• How will we escalate our leads?
• What’s the schedule for content?
• Who owns the schedule? The analytics?
• What are our keywords?
• How will we determine success?
• When will sales get a lead?

11. RECOMMENDED TIMINGS
One month to make
One year to drive then
reassess

12. LOOK FOR A RELENTLESS, DETAIL-
ORIENTED ENGINEER TO RUN THIS.
In short, an astronaut (ideally, David Bowman)

13. Structure’s the only
thing that’s once
and done.
(Everything else will
require constant effort.)

14. THE SECOND CORE CONTENT
MARKETING TASK: CONTENT
Content

15. Content creation
doesn’t scale.
(But the more you
do it, the quicker and
easier it gets).

16. EIGHT STEPS TO CONTENT
CREATION
Content
Strategy
Campaign
Creation
Planning
Creative
Briefing
Production
Atomisation
Implementation
Post –Op
Assessment

17. The success of each step
depends on the success of
the previous step
(and nothing’s real until
it’s done and measured).

18. Ideally, the content team
will be intimately familiar
with the content marketing
structure (that first task).

19. THE THIRD CORE CONTENT
MARKETING TASK: PROMOTION
Promotion

20. Promotion
Content
Successful promotion rests on,
and is fully integrated with,
content creation

21. MAPPING PROMOTION TO
CONTENT CREATION
Who influences
our channels?
What’s hot on
their agendas?
Select paid
and earned media
channels
Contact
bloggers and
channel owners
Query for
willingness to
participate

22. MAPPING PROMOTION TO
CONTENT CREATION
Tune content
to channels
Launch timing
Ongoing channel
support
Post-launch
Wrap-up /
Thank yous

23. Promotion >> Content + Structure
Successful promotion feeds back
into better content and
structure

24. CONCLUSION
In practice, content
marketing is an incredibly
intricate and challenging
business.

25. But, with a little
organization, it doesn’t
have to be painful.
And it can be very
rewarding.

26. Successful content
marketing gives you:
• Great SEO
• Boost to traffic
• Boost to conversions
• Boost to sales
• (just for starters…)

27. www.velocitypartners.co.uk
@velocitytweets