Creating a Content Strategy
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. http://contentmarketinginstitute.com/what-is-content-marketing/
Content Marketing works if it is Useful, Inspirational and Motivational IF you have a documented strategy Jay Baer Convince & Convert
Content Marketing happens Brand Purpose Content Marketing What Customers Want http://www.slideshare.net/newscred/how-to-build-a-content-marketing-strategy-43549981/11-put_your_customersneeds_firstmake_them
4 Steps to a Content Strategy 1. Setting Objectives 2.Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics
Setting Content Strategy Objectives 1
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] http://www.slideshare.net/newscred/how-to-build-a-content-marketing-strategy-43549981/20- Content_marketing_mission_statementBecome_a
Objectives Why are you doing this at all?
Unique Selling Proposition Competitive Differentiator What is Your ONE thing?
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.
Define Buyer Personas 4
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
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
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.
Research Audience Needs 5
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
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 (email), Case Studies.
Execution & Amplification 3
Planning Templates
Excel Spreadsheet/Google Docs
Example - Content Planning
Amplification
How to Spread the Word? Email 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)
Across all Social Media
Email Marketing
Through Your Website Blog
Compiled Digital Media Kit
Measurement & Metrics 4
The Early Years
Google Social Acquisitions (organic)
Google Adwords PCP. Don t see what you like? Pay for it!
Integrated Social Media Management and Analytics Tool
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
Summary
4 Steps to a Content Strategy 1. Setting Objectives 2.Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics