Hướng dẫn lập kế hoạch viết Content của Inbound Marketing. Content là quan trọng nhất trong nội dung. Cung cấp bởi 1ketoan.com

1. Planning a Long-Term
Content Strategy
Professor: Justin Champion

2. WHAT IS
CONTENT MARKETING?

3. CONTENT MARKETING
Strategic marketing and business process focused on
creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined
audience, and ultimately, to drive profitable customer
action.

4. CONTENT MARKETING IS
NOT A NEW CONCEPT.

5. When done
correctly, this helps
create a relationship
with your audience,
which leads to trust.
SOURCE: PEXELS

6. Content delivers
the message of
your inbound
marketing strategy.

7. WITHOUT A MESSAGE,
YOU’D HAVE
NOTHING TO DELIVER.

8. INBOUND METHODOLOGY

9. INBOUND METHODOLOGY

10. INBOUND METHODOLOGY

11. INBOUND METHODOLOGY

12. Content marketing is the
art of communicating with your
prospects without having to sell to them.
SOURCE: PUBLICDOMAINPICTURES.NET

13. • Empowering potential customers.
• Building a lasting relationship with your audience.
• Creating valuable content that both entertains and educates.
Inbound marketing and
content marketing focus on:

14. Success relies on both.

15. YOUR INBOUND PLAN
SHOULD BE A SUPERSET–
INCLUSIVE OF YOUR
CONTENT ASSETS BUT
NOT LIMITED TO THEM.

16. WHY IS
LONG-TERM CONTENT
PLANNING IMPORTANT?

17. Planning provides a roadmap for your content.
SOURCE: PEXELS

18. 86%of highly effective organizations have someone
steering the direction of their content strategy.
SOURCE: CONTENT MARKETING INSTITUTE

19. Think of your long-
term content plan like
a savings account.
SOURCE: WIKIMEDIASOURCE: PIXABAY

20. If you make a plan and are consistent in approach,
then you’re giving yourself the best chance
at achieving ROI from your content efforts.
SOURCE: PIXABAY

21. Obstacles and
roadblocks
will come up
along the way.
SOURCE: WIKIMEDIA

22. A long-term
content plan
helps you
stay organized.
SOURCE: PXHERE

23. Content is not just
about supporting
the marketing team.
SOURCE: WIKIMEDIA

24. Tell a story.
Content is the fuel that
keeps the Inbound
Methodology running.
SOURCE: PEXELS

25. HOW DO YOU
CREATE A LONG-TERM
CONTENT PLAN?

26. The Marketing Machine
Buyer’s Journey Marketing Funnel

27. The Marketing Machine
Buyer’s Journey Marketing Funnel

28. Buyer’s Journey Marketing Funnel
The Marketing Machine

29. Buyer’s Journey Marketing Funnel
The Marketing Machine

30. The Marketing Machine
Buyer’s Journey Marketing Funnel

31. • Setting marketing goals.
• Auditing or assessing your organization’s initiatives and assets.
• Identifying the buyer’s journey for your buyer personas.
Three Steps to Creating a
Long-Term Content Plan

32. • Setting marketing goals.
• Auditing or assessing your organization’s initiatives and assets.
• Identifying the buyer’s journey for your buyer personas.
Three Steps to Creating a
Long-Term Content Plan

33. SETTING MARKETING
GOALS PROVIDES YOU
LONG-TERM VISION AND
SHORT-TERM
MOTIVATION.

34. 15
50
1,000
New customers
Leads
Website visits

35. S pecific
ttainable
elevant
Each goal you set should be a SMART goal.
M
A
R
T
easureable
imely

36. • Setting marketing goals.
• Auditing or assessing your organization’s initiatives and assets.
• Identifying the buyer’s journey for your buyer personas.
Three Steps to Creating a
Long-Term Content Plan

37. Content audit
Event-based audit
Long-Term Content
Planning Audit Types

38. Content audit
Event-based audit
Long-Term Content
Planning Audit Types

39. Identify all of the
marketing assets
that you have
at your disposal.

40. YOUR CONTENT AUDIT
WILL HELP YOU
IDENTIFY RESOURCES
YOU ALREADY HAVE.

41. • Content title
• Buyer’s journey stage
• Marketing funnel stage
• Format or type of content
• Which buyer persona it’s targeting
• Any additional notes that provide value or context
Organize your content
audits by these categories:

42. • File manager or marketing folder
• Ask your sales team what type of collateral they use
• Check in with the more tenured employees
• Customer relationship management system (CRM)
• Content management system (CMS)
Where to find content
that might be hiding:

43. Maren Schmidt offers advice and resources
backed by 30 years of experience.

45. Content audit
Event-based audit
Long-Term Content
Planning Audit Types

46. • Upcoming priorities by month
• Initiative overview
• Theme
• Prospective blog post topics based on your buyer personas
• Inbound marketing campaign that ties your efforts together
Organize your event-based audit by:

48. Tie everything
together with a
series of blog posts
that could lead to a
relevant content offer.

49. • Setting marketing goals.
• Auditing or assessing your organization’s initiatives and assets.
• Identifying the buyer’s journey for your buyer personas.
Three Steps to Creating a
Long-Term Content Plan

50. You’re creating
content that’s meant
to attract and pull
your buyer personas
through every stage
of the buyer’s
journey.
SOURCE: PIXABAY

51. BACKGROUND:
• Devoted mother.
• Professional woman.
• Married with at least one child under the age of six.
DEMOGRAPHICS:
• Skews female, age 28-35, Urban, Bachelor’s degree, Income: under $60,000.
GOALS:
• Wants to understand child development and do what’s best for her children.
• Understand how to set limits for behavior.
• Effective communication tools to use with her children.
CHALLENGES:
• Children won’t listen and she has to deal with tantrums, all of which overwhelm
her as a parent.
IDENTIFIERS:
• Uses Google to find answers to problems she’s looking to solve.
MONTESSORI MOM MEENA

52. Montessori Mom Meena’s Buyer’s Journey.
Awareness Consideration Consideration Decision
Ebook Questionnaire Workshop Consultation

53. Awareness-stage ebook
Lists parenting problems you can avoid.

54. Consideration-stage
questionnaire
Outlines family needs to
understand a solution.

55. Consideration-stage
workshop
Explains how to prepare your
home the Montessori way.

56. Now Meena’s ready
to make a decision.
A one-hour strategy consultation
to discuss next steps for her
child and Montessori.

57. Montessori Mom Meena’s Buyer’s Journey.
Awareness Consideration Consideration Decision
Ebook Questionnaire Workshop Consultation

58. WHAT SHOULD A
LONG-TERM CONTENT
PLAN LOOK LIKE?

59. It’s time to organize everything
with your content compass.
SOURCE: PEXELS

60. • Needs to be in real-time
• Needs to allow for multiple contributors to access and
collaborate
Your content compass
needs the following attributes:

64. Wash, rinse, and
repeat this process
for the entire year.

65. THANK YOU.