Here's a quick template for getting started on your content marketing program.

1. Content Marketing Template
Content Marketing is the New PR – it’s the best way to reach and grow your audience. It’s
also “the new SEO.” It combines the power of publishing with the one-on-one interactivity
of the web.1
1. Use content marketing to create and improve relationships with:
a. Customers
i. Current, prospective, past
b. Media
i. Traditional
ii. Online
iii. Analysts
c. Other key constituencies
i. Investors
ii. Partners
iii. Suppliers/vendors
iv. Industry peers/competitors
2. Customers and content marketing
a. Find new customers
b. Deepen relationships with customers
i. Improve brand value
ii. Increase sales
c. Solve customer service issues
3. Media relations via content marketing
a. Meet new media contacts
b. Deepen relationships with existing contacts
c. Pitch stories and generate media mentions
4. Maintaining other contacts via content marketing
1
For more on this strategy, check out this landmark Google post:
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
www.jgcllc.biz
contact@jgcllc.biz

2. JGC Content Marketing Template
Page 2
a. Keep them informed
b. Maintain and build relationships
c. Build your network
5. Content and contact: the main tools of content marketing
a. Content:
i. Self-created
1. Social media posts
2. Blogging
3. White papers, other value-added content
4. Video/audio/photos
5. Promotional materials
6. Press releases
ii. Created by others
1. Media mentions
2. Partners, investors, industry analysts
b. Contact: One-to-one relationship building and customer service
i. Email marketing
ii. Social media interaction
iii. Face-to-face (conferences, meetups, devcons, etc.)
Step One: Audit and Monitor
1. Audit your company and/or brand’s current content marketing and search presence.
a. What comes up when you search your brand and company on:
i. Google/web search
ii. Facebook
iii. Twitter
iv. YouTube
v. LinkedIn
vi. Google+
vii. CrunchBase for tech companies
2. Before starting a proactive campaign, do you need to do remedial work on any of
these sites?

3. JGC Content Marketing Template
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a. Search: use SEO to deal with negative pages
b. Facebook: deal with employee or customer problems complaints directly
c. Twitter: does search reveal negative tweets? If so, follow tweeter/s and address
concerns.
d. LinkedIn: are employee profiles accurate? If not, work with them to update.
e. CrunchBase, Google+ and LinkedIn: Update company background information
and contacts.
Step Two: Your Plan
1. Audience: Whom are you trying to reach?
a. Who are they (demographics)?
b. Which social sites do they use?
c. What are their behaviors/preferences?
2. What are your business objectives?
a. Increase number of customers/leads
b. Promote and sell products/services
c. Improve customer relations
d. Increase the value of the brand/company
e. Build thought-leadership
3. What strategies will you use?
a. Content creation
b. Interacting with your audiences
c. Creating opportunities for people to discover and share your content
4. What tactics and tools will you use?
a. Blogging
b. Press releases
c. White papers
d. Conference speeches and events
e. Media relations
f. Social media marketing (e.g., Facebook, Google+, Twitter, YouTube)
5. How will you measure the results?
a. Raw metrics
b. Translate raw metrics into Key Performance Indicators (KPIs)

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c. Track KPIs over time, adjust as needed
6. Iterate and observe
a. Content marketing is constantly evolving
b. Strategies, tactics, tools, KPIs are constantly evolving
c. Review your progress against plan continuously, and plan to revise it annually