Creating a Content Strategy

Transcription

1 Creating a Content Strategy

2 What is Content Marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.

3 Content Marketing works if it is Useful, Inspirational and Motivational IF you have a documented strategy Jay Baer Convince & Convert

4 Content Marketing happens Brand Purpose Content Marketing What Customers Want

5 4 Steps to a Content Strategy 1. Setting Objectives 2.Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics

6 Setting Content Strategy Objectives 1

7 What is your Content Marketing Mission? Become a destination for [target audience] interested in [topics]. To help them [customer value] This will help us [content marketing goals] Content_marketing_mission_statementBecome_a

8 Objectives Why are you doing this at all?

9 Unique Selling Proposition Competitive Differentiator What is Your ONE thing?

10 Unique Selling Proposition A strong unique selling proposition lets you to stand apart from your competitors and actively focus your energy on creating things that cater to your ideal customers.

11 Define Buyer Personas 4

12 What are Buyer Personas A Buyer Persona is fictional, generalized character that encompasses the various needs, goals, and observed behavior patters among real and potential customers. Can be defined by Role Challenges/Motivations Industry Goals Inbound Methodology via Hubspot

13 What does Audience Personas Development Determine? What kind of content to create What tone, style, and delivery strategies you need to develop What topics and targets should you focus on to help continually grow your business How your Content Strategy will evolve

14 So, what might your Buyer Look Like? I will get you a graphic by Monday for this. I want something that s more tailored to the AEC industry.

15 Research Audience Needs 5

16 What do your Audiences Need [Want] to Know? All Content should seek to Educate, Inform, or Entertain Consider where your audience will consume this content Detailed Case Studies for Projects like mine How to sell your solutions to internal stakeholders

17 Stages in the Buying Cycle Strangers Visitors Leads Customers Promoters Quality Content around broader, shareable topics that drive visibility and engagement. Blog Articles, Infographics, Videos. Content that is useful and timely. Niche topics, market specific to your offering and solution. More detailed features/benefits; assessment tools, process documents. Combination of content to a more defined audience specific to audience needs. White papers, detailed project sheets, testimonials, Calls to Action. Custom Content that answers buyer key concerns. FAQs, Research Studies, Ebooks, Webinars, Exclusive Events/Workshops. Custom Content that reinforces buying decision. Customer-Only Events/Workshops, Loyalty Programs, Exclusive Client-Only Content ( ), Case Studies.

18 Execution & Amplification 3

19 Planning Templates

20 Excel Spreadsheet/Google Docs

21 Example - Content Planning

22 Amplification

23 How to Spread the Word? Blasts E-Newsletters Website Homepage/Blog/News Webinars (Organic) Social Media Posts Programmatic Marketing Digital Advertising On-Page/Off-Page SEO Employees Social Customers social Display ads Paid Social Guest Posts Paid Media Earned Media Offline Ads (Print)

24 Across all Social Media

25 Marketing

26 Through Your Website Blog

27 Compiled Digital Media Kit

28 Measurement & Metrics 4

29 The Early Years

30 Google Social Acquisitions (organic)

31 Google Adwords PCP. Don t see what you like? Pay for it!

32 Facebook

33 LinkedIn

34 Integrated Social Media Management and Analytics Tool

35 What do you want to get out of a social content strategy? Analytics can help you improve upon what works and what doesn't. Social media is still just a billboard, unless you measure and react. Direct conversions are the holy grail of social media, but rarely happen in our industry Social media channels are not all the same and should be treated differently to maximize engagement

36 Summary

37 4 Steps to a Content Strategy 1. Setting Objectives 2.Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics