Laying the Groundwork: The Who, What, and Why of Your Content Marketing Strategy

THE WHO, WHAT, WHY OF YOUR CONTENT MARKETING STRATEGY

Laying The GRoundwork

PAID MEDIA p e

s o

EARNED MEDIA

SHARED MEDIA OWNED MEDIA

Companies should engage in content marketing to increase demand, generate and nurture leads, and ultimately define their brand value.

THE CREATION OF USEFUL, INFORMATIVE, NON-PROMOTIONAL CONTENT FOR A SPECIFIC AUDIENCE.

Content Marketing

THE IMPORTANCE OF EFFECTIVE

CONTENT

COMPETITION ATTENTION

SEARCHPROLIFERATION

FOCUS+

DEPTH +

INSIGHT =

WHO ARE YOU TRYING TO ATTRACT?

The Opportunity

WHAT CAN YOU OWN?

POSITIONTHEME

TOPIC

TOPIC

TOPIC

TOPIC

TOPIC

TOPIC

CONTENT STRUCTURE

TOPIC

THEME

THEME

TOPIC

TOPIC

Get smart YOUR CONTENT STRATEGY SHOULD REST ON TWO PILLARS OF INFORMATION AND DATA

YOUR BUYER YOUR MARKET

So you think you really know me?

C-LevelROLE: Decision Maker45 - 55

ManagerROLE: Influencer35-45

Junior StaffROLE: Research25-35

Buyer persona elements

What are their goals? What are their challenges? What are their pain points? Where do they get their information? What role do they play in the organization? What are they in the market for?

AWARENESSI have a problem or I don’t know that I have a problem

EVALUATIONAre you right for me?

CONSIDERATIONOK, I’m interested. I’m going to learn more.

MAPPING THE SALES FUNNEL

●  Competitor Analysis ●  Social Listening ●  Media, Analysts, Influencers ●  Search Data

GAINING MARKET INTELLIGENCE

Competitor Analysis

SWOT analysis - Focus on the “O”●  Website●  Content●  Visibility and Reach

S STRENGTH WEAKNESS

W

O OPPORTUNITIES

T THREATS

Social listening WHAT’S THE WORD ON THE (SOCIAL) STREET?•  Search for key topics and terms•  Determine trends and what people

are talking about (or not)•  Identify key hot spots: social

networks, forums

Key influencers WHO’S SETTING THE AGENDA, AND WHAT ARE THEY TALKING ABOUT?•  Media Coverage•  Blogosphere•  Industry Analysts•  Social Influencers

Search data LOOK AT VARIOUS SEARCH DATA POINTS TO GAIN AN UNDERSTANDING OF VISIBILITY•  Keyword research to identify desirable terms•  Domain authority of competitors•  Evaluate sites with high rankings•  Inventory paid search campaigns

POSITION: PERSONAL FINANCE

MANAGEMENT

THEME: HOW TO

TOPIC: Spending Hacks & Tips

THEME: PERSONAL TRIUMPHS

TOPIC: Everyday Stories

THEME: LONGTERM PLANNING

TOPIC: Major Decisions & Purchases

THEME: FINANCIAL IQ

TOPIC: What You Need to Know

THEME: SAVING

TOPIC: What to Save For & How

THEME: HOW WE SPEND

TOPIC: Twitter Chat

●  April 21: Defining Your Buyer ●  May 19: Positioning & Your Content Marketing Strategy ●  June 16: Creating Your Content Team ●  July 21: Promoting and Measuring Content

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