2. 1. Research
Target customers
- Typical personas
- Why they buy
- Where they hang out
Competitors
- What content do they produce
- How well does it perform
Keywords
- What keywords drive traffic
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3. 2. Preparation
Benchmark current situation so you can measure
performance, including analytics data such as
rankings, traffic, pageviews, depth of visit
Be clear on what are you aiming to achieve - growth in
traffic, awareness, conversions, engagement
Build out customer personas and how to engage them
Assess what type of content is required eg. build
awareness, trigger actions, support conversions,
create community
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4. 3. Content Strategy
Agree core content required
Agree types of content to be produced
Be clear on purpose of content
Identify keywords to target
Establish editorial process and guidelines
including tone of voice and style
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5. 4. Create Content
Ensure content adds value and establishes
authority
Is it underpinned by research or original thinking?
Is it credible, informative, well written, practical?
Develop in multiple formats e.g. article, podcast,
video, slideshare, ebook, infographic
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6. 5. Promote Content
Use all appropriate channels
Website, blog, press sites, YouTube
Social media - FB, LinkedIn, Twitter, Google+
Reach your key influencers
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7. 6. Assess Performance
Collect and review data
Compare results with your benchmark audit
Review against your goals
Assess what worked well and what worked
less well
Adjust your strategy
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8. Thank You
For more reflections on content marketing see
http://anderspink.blogspot.co.uk
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