The document outlines Kevin Cain's lessons learned developing a financial content strategy. It recommends sharply focusing content on a specific target segment and buyer persona. It also stresses hiring a managing editor, building a content creation community, and creating high-impact content optimized for search and conversions. The strategy further involves repurposing content across channels, measuring performance, and holding retrospectives to improve over time.
7. 1. Get Sharply Focused
Start with
One Segment
Look for Your
Best Customer in
that Segment
Make Your Best
Current Customer
Your Target
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8. OpenView’s Target Segment
B2B software companies
At the expansion stage
($2 million to $20 million
in annual revenue)
Selling to North
American customers
OpenView’s Target Buyer
Founders / CEOs
Key board members
and investors
Key management
team members
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9. 1. Get Sharply Focused
Buyer Characteristics
Buyer Journey
Motivations
Needs
Leverage
Point
Interest
Research
Purchase
Concerns
Pain Points
Leverage
Point
Unaware
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10. 2. Hire a Managing Editor
Excellent writer and editor
Project manager
Knows SEO
Online marketing experience
Social media enthusiast
Analytics guru
Strategist
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11. 3. Build a Content Creation Community
Freelancers
Influencers
Co-workers
Fans,
Followers &
Subscribers
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12. 3. Build a Content Creation Community
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13. 3. Build a Content Creation Community
Freelancers
Influencers
Co-workers
Fans,
Followers &
Subscribers
@kevinrcain #cmworld
14. 4. Create High-Impact Content
Optimized
For Search
Reflects Your Deep
Understanding
of Your Buyers
Demonstrates
Your Brand
Aspirations
Drives
Conversions
Promotes
Engagement
And Virality
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15. Key Learning
What I think is great often fails, and what I think
is just OK sometimes turns out to be great.
Publish your content and then keep your eyes
and ears open to see how the market responds!
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19. 6. Focus on Conversions
Sign
Up
Like
Download
Now
Free
Trial
Tweet
This
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20. Sign Up for Our Newsletter
http://openviewpartners.com/newsletter/
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21. 7. Amplify Your Content Through Multiple Points of Contact
Industry
Influencers
Partners for
Co-Marketing
Website
Paid Channels
Social Media
Content
Campaigns
E-newsletter
Texts, E-mails,
Calls, Etc.
Relationship
Marketing
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22. 7. Amplify Your Content Through Multiple Points of Contact
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23. 8. Establish a Content Rhythm
Daily
2-3 Blog Posts
Quarterly
Weekly
3 Videos
2 eBooks
2 Reports
1 Article
5 Webinars
1 Podcast
1 Case Study
1 Infographic
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27. To Recap…
1. Get Sharply Focused
2. Hire a Managing Editor
3. Build a Content Creation Community
4. Create High-Impact Content
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28. To Recap…
5. Repurpose, Repackage, and Recycle
6. Focus on Conversions
7. Amplify Your Content Through
Multiple Points of Contact
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29. To Recap…
8. Develop a Content Rhythm
9. Institutionalize Your Content Marketing
10. Measure What You Do
11. Hold Frequent Retrospectives
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30. Check Out our New eBook About Content Marketing
www.contentfactoryebook.com
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