Content Marketing Workbook Learn how to create a content plan that helps you meet your content objectives.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
ContentMarketingWorkbook
Learnhowtocreateacontentplanthathelpsyoumeetyourcontentobjectives.
INTRODUCTION
Engineersandscientistsaresearchingforinformationthroughouttheentirebuyingcyclefromtheinitialresearch“awareness”stageatthetopofthefunneltotheirpurchasedecisionatthebottom.
Themajorityofthebuyer’sjourneyhappensonlinebeforetheprospecttalkstosales,soit’simportanttocarefullyplanyourcontentdevelopment,targetittoyourkeypersonas,developrelevantthemes,andmapcontenttoeachstagetoengageyourtargetaudiencethroughtheprocess.
Throughourproventreat-your-content-like-a-productapproach,westepyouthroughthekeystagesofdevelopingyourplan,withfocusonyourobjectivesandassociatedsuccessmetricstoprovereturnoninvestment.
TableofContents:
Setyourcontentobjectives 3
Defineyouraudience 4
Treatyourcontentlikeaproduct 5
Developcontentthemes 6
Determinecontenttorepurpose 7
Optimizethroughkeywords 8
Mapcontenttothefunnel 9
Amplifyyourcontent 10
Setyoursuccessmetrics 11
ContentMarketingWorkbook 2
OBJECTIVES
Themostsuccessfulcontentplansstartwithestablishingcontentobjectives.Whatdoyouhopetoachievebydevelopingyourcontent?
Yourobjectivescanbeexternallyfocused,internallyfocused,orperhapsamixofboth.
Hereisalistofexamplecontentdevelopmentobjectives:
q Increasebrandawareness
q Demonstratethoughtleadership
q Developanonlinerapportwithyourcustomers
q Penetrateamarketorapplicationspace
q Launchanewproductorservice
q Createausercommunity
q Increasewebvisits
q Increaseleads
q Communicatewithemployeesorpartners
q _____________________________________
ContentMarketingWorkbook 3
AUDIENCE
Personaname:_____________________________________
Jobtitle:__________________________________________
Gender:__________________________________________
Keyresponsibilities:_________________________________
Primarypainpoints:_________________________________
__________________________________________________
Goals:____________________________________________
__________________________________________________
Wheretheygoforinformation:________________________
__________________________________________________
__________________________________________________
Contentpreferences:________________________________
_________________________________________________
Criteriaconsideredwhenselectingavendor:_____________
__________________________________________________
__________________________________________________
Mostcommonobjections:____________________________
__________________________________________________
Knowingwhomyouarecommunicatingwithiskeytocreatingcontentthatconverts.Thisstartswithidentifyingyourprimarybuyerpersona.Apersonaisdefinedasarepresentationofyouridealaudience.
Defineyourprimarypersonainthespacetotheright.
ContentMarketingWorkbook 4
TREATYOURCONTENTLIKEAPRODUCT
Contentisthefuelthatdrivesmodernmarketing.Nomatterwhatchannelsyou’reusing– tradeshows,web,emailmarketing,PR,socialmedia– youcan’texpectareturnforyoureffortswithouthigh-qualitycontentbeingattheheartofthateffort.
Withyourcustomerpersonadefined,youarereadytocreateyourplan.Startingwiththeirkeyattributesandyourdefinedobjectives,followtheprocessbelow:
q Develop2 contentthemesofinteresttoyourpersona
q Optimize yourcontentthemesbyidentifying4keywordsyou’llusetoattractyourpersona
q Determinehowyouwillamplify yourcontenttoachievedesiredresults
q Createacontentmapalongthefunnel
q Considerhowyoucanrepurpose thelead-generatingcontentyouwillcreateorthatalreadyexists
q Determinehowyouwillmeasurethesuccessofyourcontentmarketingefforts
ContentMarketingWorkbook 5
DEVELOP4CONTENTTHEMES
Listbroadthemesontheleftandspecifictopicsontheright.
Armedwiththekeyattributesofyourpersona,youarenowreadytocreatealistoftopicsthatwillbeofinteresttothem.Tobegin,createalistof4broadthemes.
Forexample,intheindustrialautomationspace,onethememightbe“LeanManufacturingProcess.”
Whenyouhavelistedoutyour4broadthemes,drilldownalevelandmakethemmorespecific.
Anexampleofmakingabroadthemelike“LeanManufacturingProcess”morespecificmightbe“4TipstoEnsuringYourManufacturingProcessisMoreEfficient”.
Broad Themes Specific Topic
ContentMarketingWorkbook 6
LISTEXISTINGCONTENTTOREPURPOSE
Listoutexistingcontentrelatedtoyourthemeandpersonaandidentifythecontenttype.Then,checkoffhowyouwillrepurposeit.
ContenttoRepurpose/ContentType
1.________________________________________________
__________________________________________________
q Blogq BlogSeriesq WhitePaperq EBookq Video/Webinarq ExistingSlideDecksq Other____________________________________
2.________________________________________________
__________________________________________________
q Blogq BlogSeriesq WhitePaperq EBookq Video/Webinarq ExistingSlideDecksq Other____________________________________
Inadditiontowritingfreshcontentonyouridentifiedthemes,you’llalsowanttoconsiderrepurposingorcuratingexistingcontentthatisrelatedtoyourthemeandrelevanttoyourpersona.
Forexample:Youmayhaveawhitepaperonarelatedtopicthatismanyyearsold,butisakeydriverofvisitstoyoursite.Canyouupdatethispiecetomakeitcurrent,byaddinginnewtrendsintheindustry,newdatapoints,andincludingthekeywordsyounotedonpage7?
Youcanalsorepurposeablogseriesintoawhitepaper,awhitepaperintoablogseries,or4relatedwhitepapersintoanebook.
ContentMarketingWorkbook 7
OPTIMIZEYOURCONTENTWITH4KEYWORDS
Nowthatyouknowwhomyouarewritingyourcontentforandwhatyouwillwriteabout,orrepurposetoattractthem,gobacktoyourpersonaworksheetonpage4andreviewtheirpainpoints.Thiswillgiveyousomecluesintokeywordstheywilllikelysearchonwhenresearchingvendorproductsandsolutions.
Youshouldalsoconsiderkeytermsinyourindustryand/orrelatedtoyourapplicationsand/orservices.
Topracticekeywordselection,startbypickingout1themefrompage6andlistout4keywordsthatrelatetothisthemeandyourpersona.
Theme___________________________________________
Keywords
1._____________________________________
2._____________________________________
3._____________________________________
4._____________________________________
ContentMarketingWorkbook 8
MAPYOURCONTENTTOTHEFUNNEL
ContentTitle Stageofthe
Funnel
ContentType
Keywords Call-to-Action
Herearesomeexamplesofcontenttypesalongthefunnel:
Top-of-FunnelContent• BlogPost/Series• CaseStudies• Top-LevelWebProduct/ServicePage
Middle-of-FunnelContent• WhitePapers• Webinars• SoftwareEvaluation
Bottom-of-FunnelContent• ProductorServiceConfigurator• EvaluationKit• ROICalculator
ContentMarketingWorkbook 9
HOWWILLYOUAMPLIFYYOURCONTENT?
Consideringyourcontentthemeandkeywords,writeout2blogtitlesand2socialmediapoststoamplifyyourcontent:
BlogTitles
1.________________________________________________
__________________________________________________
2.________________________________________________
__________________________________________________
SocialMediaPosts:LinkedIn
1.________________________________________________
__________________________________________________
2.________________________________________________
__________________________________________________
SocialMediaPosts:Twitter(140characterlimit)
1.________________________________________________
__________________________________________________
2.________________________________________________
__________________________________________________
Whenyoucreateyourcontent,it’simportanttoamplifyit– or,saidanotherway– promoteit.TwooptimalchannelsforB2Bcontentamplificationincludebloggingandsocialmedia.
Withamplification,youincreasethechangesthatyourpersonawillbeabletofindyourcontentintheirresearch.
It’salsokeythatyouramplificationplanconsidersfrequencyofposts.Agoodruleofthumbistowriteatleast2blogpostspromotingyourcontentanddrivingreaderstoyourwebsitetoaccessthecontentandreadmore.Forsocialmedia,bestpracticesforB2BtechnicalmarketsincludepostingtoLinkedInandTwitter(andYouTubeforvideocontent)atleastupto2timesamonthperpieceofcontentthroughitsfirstyear.
ContentMarketingWorkbook 10
SETYOURSUCCESSMEASURES
Basedonthecontenttypesyouselectedonthepreviousslide,herearesomeexamplesofkeysuccessmetricsyoushouldtrackmonthly,alongwithB2Bbenchmarkswhereapplicable:
Top-of-FunnelContent• NumberofPageVisits(3pages)• TimeonPage(>2minutes)• TotalBlogPageViews
Middle-of-FunnelContent• NumberofLandingPageVisits• NumberofLeads• ConversiontoLeadPercentage(>20%)• NumberofNewOpportunitiesGenerated
Bottom-of-FunnelContent• NumberofROICalculatorCompletes• NumberofConfiguratorsCompleted• NumberofEvaluationKitSales
ContentMarketingWorkbook 11
Visitusattrewmarketing.com/contacttorequestaconsultation.
AboutTREWMarketing: AtTREW,westrivetobethesmartest,mostcollaborativemarketingpartnerservingengineeringandtechnologycompanies.BasedinAustin,Texas,withdecadesofexperiencemarketingtotechnicalaudiences,weofferfull-servicemarketingprogramstailoredtomeetyouruniquegoalsandobjectives.
Related Documents
