The document outlines the key steps in developing an effective content marketing strategy: 1. Developing a content strategy that is aligned with the brand's purpose and vision, and sets objectives and KPIs. 2. Listening to and understanding the target audience through persona development. 3. Telling consistent, compelling brand stories that are emotionally engaging. 4. Developing a content map after understanding the audience and defining the brand stories. 5. Distributing content through owned, earned, and paid channels strategically based on objectives and budgets.

1. Professional
Certificate in
Content Marketing
Training Notes
Will we produce branded content, or be a
or be a content brand?

3. Contents
I. The Basics
II. Developing a Content Strategy
III. Listening, Identifying & Understanding
IV. Storytelling:Consistent, Compelling and Emotive Brand Stories
V. Content Mapping
VI. Channel Distribution andTouchpoints
VII. Management
VIII. Curation: Listen, Converse & Amplify Impact
IX. Optimisation: Measure, Optimise, Learn & Enhance

4. The Basics
• Strategically attract & retain
• Services should not define a company; they do not
differentiate us from our competitors. What makes all the
difference is brand. The big hitters are brand, personality &
trust
• The least important part of content marketing is the medium
(video, blog, whitepaper etc.) in which you content exists
• Linear and traditional sales funnels ARE DEAD!
• The best content does not focus on a sale
• The emotional connection that content needs to generate in
B2B is much higher than in B2C. Decision making in B2B
comes with higher risk
• Advertising is not content marketing

5. 1. Developing a Content Strategy
1. Brand, and WHY you exist should be at the heart of all content.

7. 1. Developing a Content Strategy
1. Brand, and WHY you exist should be at the heart of all content.
2. You strategy must align with your brand purpose & vision. All the content
that is created as part of the strategy must interact with a business mission
& specific objectives.

8. Example
Brand Purpose:Why you exist - a core
belief at the heart of your business
BusinessVision:What you exist to do or
change
Business Mission:What you are going to
do in order to achieve your business
vision
SpecificObjectives: A specific
measurable objective that you can
measure the success of your mission on

9. Footprint Example
Brand Purpose:We believe there is
nothing people can’t achieve
BusinessVision:We want to help every
business make more money online
Business Mission:To sell more services to
new and existing clients
SpecificObjectives:To have 175 active
services by the end of 2021

10. 1. Developing a Content Strategy
1. Brand, and WHY you exist should be at the heart of all content.
2. You strategy must align with your brand purpose & vision. All the content
that is created as part of the strategy must interact with a business mission
& specific objectives.
3. You need to understand where on a marketing funnel you wish to target.

11. Things to consider at each stage:
• Content marketing goals
• The customer’s need at this stage
• The value the content will create
Consider Example:
• Content marketing goals - To demonstrate the benefits of SEO services to businesses
• The customer’s need at this stage - Education or alleviating a frustration
• The value the content will create - Knowledge that website performance can be improved

12. 1. Developing a Content Strategy
1. Brand, and WHY you exist should be at the heart of all content.
2. You strategy must align with your brand purpose & vision. All the content
that is created as part of the strategy must interact with a business mission
& specific objectives.
3. You need to understand where on a marketing funnel you wish to target.
4. Set KPIs

13. KPIs
• Engagement (click-through, social interactions/shares, phone calls)
• Number of leads
• Revenue attributed to lead
You may want to make these more specific as you work through the strategy
through the strategy process - but you should know early what you want to
you want to measure.
Consider Example:
• Content marketing goals - To demonstrate the benefits of SEO services to businesses
• The customer’s need at this stage - Education or alleviating a frustration
• The value the content will create - Knowledge that website performance can be improved

14. Objective Setting - Specific KPIs

15. 2. Listening, Identifying & Understanding
Think you know your audience?Time to make sure you’re targeting the right
ones. (PersonaT-Shirts).
Minimal Considerations for AudienceTargeting:
• Role & business type
• Demographics
• Age
• Salary
• Location
• Education
• Marriage Status/Kids
• Goals & Challenges
• WhereYou Can OfferValue
• Values & Fears
Through knowing the above, we can be best placed to create ideal marketing
marketing messages and elevator pitches.

16. 3. Storytelling: Consistent, Compelling and
Emotive Brand Stories
Responsive |Valuable | Emotive | Memorable

17. 3. Storytelling: Consistent, Compelling and
Emotive Brand Stories
Findable | Readable | Understandable | Actionable | Shareable

18. 4.ContentMapping
Only at this stage
should we begin to
consider the type of
content we are going
to create. Not
before.

19. 5. Channel Distribution andTouchpoints
Owned - Platforms wholly earned and controlled by the brand.
Earned - Online word of mouth (primarily social)
Paid -TV ads, banner & display ads alongside paid social.
Channel Checklist
1. What business objectives does this channel fulfil?
2. What is my budget; how does it correlate with the success I could see from
this channel?
3. Which of my personas does this channel cater for?
4. What existing content do we have within the channel and how effective has
it been?
5. Is unique content required for this channel?
6. Is this channel a hero, hub or hygiene vehicle?
7. Do we have the time and expertise to deliver to this channel effectively?
8. Will this channel integrate into an effective user journey?
9. Is my content mobile friendly?

20. 6. Management
The main things we need to ensure
the management phase are:
• Ensure quality
• Allocate a lifespan for review
• Follow an approved process
• There should be an iterative process of
creation and reviewing.

21. 7. Curation: Listen, Converse & Amplify
Impact
Questions to ask ourselves at this phase:
1. Are we facilitating discussion?
2. Are we participating in said discussion?
3. Are we motivating further content creation?
4. Are we enabling our users/reader to create content?
5. Are we enabling decisions?
6. Are we enabling & inviting feedback?

22. 8. Optimisation: Measure, Optimise,
Learn & Enhance

23. 8. Optimisation: Measure, Optimise,
Learn & Enhance

24. (Recap) Content Marketing -The Process
1. Strategy
Development
2. Listen, Identify,
Understand
3. Embed Messaging within
Consistent, Compelling and
Emotive Brand Stories
4. Content Mapping
5. Channel Distribution &
Touchpoints
6. Management
7. Curation
8. Amplification &
Optimisation

25. We will be a content brand.