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Map of the content marketing journey

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Where are you on your content marketing journey? The path to content marketing nirvana isn't a smooth one. Download this handy map to Content Land to help you on your journey.

Published in: Marketing, Business
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Map of the content marketing journey

  1. 1. YOUR GUIDE TO THE LAND OF CONTENT Brought to you by Sonja Jefferson & Sharon Tanton of VALUABLE CONTENT © Valuable Content Ltd 2015 Illustration & Design © Lizzie Everard
  2. 2. WHERE ARE YOU ON YOUR CONTENT MARKETING JOURNEY ?
  3. 3. C R K E E SH TI STRONG CURRENT QUICK WINS the PORTof L O N { T H E P I L G R I M ’ S T R U E P AT H } E L Y C R GA C R K E E SH TI F O G G Y B O T T O M GRAFTER’S GORGE W ISDOM WAY YOUR CONTENT MARKETING JOURNEY IN THE LAND OF CONTENT OF DESPAIRROUNDABOUT PEAK TOO QUICK TOO SOON High Altitude Basecamp POW•WOWPLAIN M A R S H E S o f t h e I L L - P R E PA R E D S H I N Y SCHEDULED TWEETS! FAC T O R YFARMEDCONTENT!! KEYWORD STUFFING HERE Alight Here T he Vale of GOOD INTENTIO N S UM25 BOUNTIFUL BAY YOUR CONTENT IS VALUABLE LANDTHE RIGHT WORK M ARK ETIN G PEOPLE LOVE
  4. 4. BOUNTIFUL BAY M ARK ETIN G PEOPLE LOVE YOUR CONTENT IS VALUABLE LANDTHE RIGHT WORK Welcome to the Land of Content and join the travellers heading for content marketing nirvana - where all the customers you really want come to you. Here’s your guide to the highs and lows of the content marketing journey.
  5. 5. Alight Here T he Vale of GOOD INTENTIO N S The Vale of Good Intentions You start with all the enthusiasm of the convert – you’re going to share great content, make friends and influence people. 
  6. 6. QUICK WINS the PORTof S H I N Y SCHEDULED TWEETS! FAC T O R YFARMEDCONTENT!! KEYWORD STUFFING HERE The Port of Quick Wins You get distracted by shiny things that promise the world but don’t deliver. From SEO keyword stuffing to factory- farmed content, there are lots of ways you can get distracted from the valuable path. 
  7. 7. F O G G Y B O T T O M UM25 Foggy Bottom You realise you don’t know what to say with your content. What content do your customers want? What content will help your business? You just can’t see the way forward, and run out of ideas. Get your strategy straight. Make your next destination.POW•WOWPLAIN
  8. 8. M A R S H E S o f t h e I L L - P R E PA R E D Marshes of the Ill Prepared Your website’s not up to the job, or your blog looks rubbish. Your content may be great but nothing’s connecting like it should. Hook up with the technical wizards at .POW•WOWPLAIN
  9. 9. C R K E E SH TI STRONG CURRENT F O G G Y B O T T O MB O G Y Shit Creek Quickest way here is spending all your cash in the Port of Quick Wins, but spend too long on Foggy Bottom or the Marshes of the Ill Prepared—­or circling endlessly between them on the Roundabout of Despair­—and you’ll end up here too.
  10. 10. C R K E E SH TI STRONG CURRENT From here, scramble your way out and start again at the . Set coordinates for , and head out again along or to . The Vale of GOOD INTENTIONS BOUNTIFUL BAY GRAFTER’S GORGE POW•WOWPLAIN
  11. 11. G R AFTER’S GORGE The hard road – Grafters Gorge Going it alone is one route to content nirvana. Try, test, adapt, try, and keep going. Write your way to clarity and eventual success.
  12. 12. { T H E P I L G R I M ’ S T R U E P AT H } W ISDOM WAY { D I S C O V E R C O N T E N T S T R AT E G Y } POW•WOWPLAIN A straighter path – Wisdom Way Doing some hard thinking and getting your content strategy straight will make the path easier. You’ll know what to say, and be able to say it more easily.
  13. 13. { T H E P I L G R I M ’ S T R U E P AT H } W ISDOM WAY { D I S C O V E R C O N T E N T S T R AT E G Y } POW•WOWPLAIN Pow Wow Plain – the place you go for some content marketing wisdom. Take time out with some expert help. Want to know what your customers want? Want to know which content will best hit your sweet spot? Get your content strategy and plan straight on Pow Wow Plain, then head out again on Wisdom Way.
  14. 14. PEAK TOO QUICK TOO SOON High Altitude Basecamp Too Quick Too Soon Peak You may have things clear, but PACE YOURSELF. Launch at warp speed and you won’t keep it up. 20 blogs a month, new video channel, weekly podcasts – if you set yourself impossible targets you can end up stranded here.
  15. 15. L O N E L Y C R GA Lonely Crag Often the place where you’ll find the freelancer, steadfastly turning out content and sharing it alone. Can be effective, but it’s hard and lonely work. Businesses who leave one person to handle content marketing alone end up here too.
  16. 16. A retreat at can recharge your spirits, and help you find ways to share the load. POW•WOWPLAIN L O N E L Y C R GA
  17. 17. BOUNTIFUL BAY M ARK ETIN G PEOPLE LOVE YOUR CONTENT IS VALUABLE LANDTHE RIGHT WORK Bountiful Bay You’ve made it to valuable content marketing nirvana! Your content is just right, and your dream customers are drawn to you. The system works perfectly. Your community does your marketing for you, all you need to keep doing is carry on creating the content people love.
  18. 18. W { D I S C O V E R C O N T E N T S T R AT E G Y } POW•WOWPLAIN And back to Pow Wow Plain again Business doesn’t stand still. If your market and model changes (and it probably will – as ours has recently), you’ll need to make a trip back here to reset your content marketing coordinates. The thinking and the hard work is fun, but it doesn’t stop!
  19. 19. WORK HARD, HAVE FUN AND LOVE THE RIDE IT’S WORTH IT.!
  20. 20. EVERY ADVENTURER NEEDS A GOOD GUIDE The totally updated, second edition of our book is published July 3rd 2015. Download a sample chapter and pre-order via Amazon. valuablecontent.co.uk “Valuable Content Marketing goes beyond words and lofty vision. It tells you what to do. In a landscape growing increasingly crowded by noise, this gets you to a higher ground.” Chris Brogan
  21. 21. Brought to you by Sonja Jefferson & Sharon Tanton of VALUABLE CONTENT info@valuablecontent.co.uk Valuable Content Ltd Illustration & Design © Lizzie Everard 2015

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