How to develop content marketing strategy as a part of digital marketing.

1. Content Marketing Strategy 101
by Javed Mohammed
javed_mohammed@hotmail.com

2. Agenda
• 5 W’s Content Marketing?
• Content Marketing Planning
• Engagement
• Content Marketing KPIs
• 6 Steps to Content Strategy
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3. Content Management Inspiration
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“The best content is worth sharing. It's worth
passing along, because you find it so useful or
enjoyable or inspired that you can't NOT
share.”
Ann Handley
@MarketingProfs
Chief Content Officer, MarketingProfs
Photo by GotCredit available under a Creative Commons Attribution-license

4. Wisdom on Content Marketing
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Attract. Engage.
Convert. ~
Lee Odden, TopRank Marketing
Content is anything
that adds value to
the reader's life.
Avinash Kaushik, Google
Publish
everywhere.
Robert Simon, Four Seasons
Hotels

5. Digital
Marketing
CONTENT
MARKETING
SOCIAL
MEDIA
MARKETING
EMAIL
MARKETING
MOBILE
MARKETING
SEARCH
MARKETING
BRAND
MARKETING
WebSite
Blog
SEM
SEO
Display
Ads
Messaging
Image
Emotional
Connection
Packaging
Search
Banners
Location
Based/
Proximity
SMS/MMS
Apps
Landing
Pages
Newsletter
Links
Slide Ware
Articles
WhitePaper
Case Study
Video
InfoGraphic
Photos
Votes
Comments
Testimonials
Webinars
Personas
Positioning
PPC, CPC, CTR,
Conversion
Web Analytics
Keywords,
Links
Meta Data
Podcasts
Banners
OPTIMIZATION
A/B Testing
Usability
Testing Click Analysis &
Heat Mapping
Community
DIGITAL MARETING STRATEGY MAP
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6. What is Content marketing
“Any marketing that involves the creation and
sharing of media and publishing content in
order to acquire and retain customers. This
information can be presented in a variety of
formats, including news, video, white papers,
e-books, infographics, case studies, how-to
guides, question and answer articles, photos,
etc.” (Wikipedia)
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7. A simpler definition
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• “Content Marketing is any content you create
that helps build your brand and or sales.”
Photo by Juli Crockett available under a Creative Commons Attribution-license

8. Integrated Marketing
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SEO Social
Content is king

9. Why Content Marketing?
• Builds Trust
• Builds Brand
• Provokes conversations
• Increase Word of Mouth
• Creates Community
• Develop loyalty through emotional connections
• Google Loves it
• Engages Prospects
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10. How much Content?
Here is a great formula from Jay Baer
Number of Questions You Need to Answer=
Number of Personas x
Number of Buying Stages x
Number of Questions in Each Stage
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11. Different Forms of Content
• Long Form: Whitepapers, e-Book
• Medium Form: Blog, Article
• Short Form: Twitter, Facebook Post, Comment
• Multimedia: Video, Podcast, Images,
SlideWare
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12. Inviolable Law of Content Marketing
• “Thou shall not do
in-your face, self-
promotions or
propaganda
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13. Follow the 80:20 or 90:10 Rule
• Make your content
for your audience
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Photo by OXLAEY.com available under a Creative Commons Attribution-license

14. Evergreen vs Real Time Content
• Evergreen Content stays fresh and relevant
where as Real-time content has a short half-
life.
– Real-time: News, Pricing, Fads, Trending
– Ever-green: FAQs, Lists, How To’s, Reviews, Cheat-
sheets, Videos
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15. B2C Evergreen Themes
• Meaning of Life, Self Improvement
• Love, Conflict, Romance
• Marriage, Parenting
• Food, Money
• Health, Wellness, Weight Loss
• Jobs and Careers
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Photo by greg westfall available under a Creative Commons
Attribution-license

16. Half Life of Content
• Twitter: Minutes
• Facebook: Hours
• Blog: Days
• E-book: Years
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0
100
200
300
400
Twitter
Facebook
Blog
E-book
Days
Content Half Life

17. Recycle & Repurpose Content
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Blog
Youtube
E-book
Slideware
Facebook
Article
Flickr
Twitter
Tumblr
Pinterest

18. Create a Content Calendar & Follow it
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A plan is better than no plan, great to curb writers block and good for teamwork

19. Curate vs Create
• Not all content needs to be created
• Depends on channel
• Social Media more sharing
• Blog more original content
• Don’t forget Guest Blogs, great for SEO,
building followers, web traffic and diversity of
opinions.
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20. Engagement
• A marketing strategy that directly engages
consumers and invites and encourages
them to participate in the evolution of
a brand. (Wiki)
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21. Benefits to Engage
• Thought Leadership
• Build target audience footprint
• Website Traffic
• Brand Awareness
• Lead Generation
• Customer Acquisition
• Conversion & Sales
• Build Relationships
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22. Where to Publish: Platforms &
Distribution
• Website
• Blog
• Social Media
• Newsletter
• Whitepaper Sites
• Podcast
• Webinar
• Case Studies
• Slideware
• Content Syndication (RSS)
• Search Engine Marketing
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Photo by mkhmarketing available under a Creative Commons Attribution-license

23. KPIs: Thou Shall Measure
• Identify the important KPIs
• Install Google Analytics on your website, blog
• Pay attention to Sessions, Duration, Bounce rate,
and other factors
• Other things to pay attention to are Ranking
Factors, Social Factors, Leads and yes Sales.
• But it’s not just about numbers. Great Selfless
Content Marketing brings good will, loyalty, and
much more.
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24. 6 Steps to Content Strategy
While developing your Content Strategy
1. Develop a clear profile of your audience (refer to the
digital marketing presentation)
2. Know the buyers journey
3. Research their preferences. Finout which online
water-cooler they like to hang out at.
4. Give them the right content at the right time on the
right platform
5. Engage your customers, ask questions, do a survey
6. Decide what Success means to you and your team
(KPIs)
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25. Content Marketing Strategy &
Execution
Followers/Likes
Shares
Views
Search Rank
Bounce Rate
Time on site
Downloads, SignUps
Click Thru Rate
Links
Audience
Keywords
5 W’s
Preferences
KPIs
New Offers
Referrals
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STRATEGY CONTENT
MANAGE
MENT
Short
Form
Long
Form
Images
Moving
Images
PLATFORMS&
DISTRIBUTION
Social
Blog
Email
PPC
Banner
Keywords
MEaSURE
MENT
LOYALTY

26. Great Content Formula 3.0
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Javed Mohammed’s
Great Content =
99% About Them x
( 80% Curated + 20% Original) x
(50% Evergreen + 50% Real-Time) x
(80% Target KPI) x
(Sum of Half Life of all Content x
1.5 x Content Refresh Rate) x
Sum of (Personas x Buying Stages) x
0.25 (Loyalty Rate) x
0.5 (Perfect Storm) x
1.0 (Prayers)

27. Need Help with your Digital or Content
Marketing Project?
Contact me
Javed Mohammed
javed_mohammed@hotmail.com
javedinc.wordpress.com
1 (408) 728-8920
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