It’s day one of Content Marketing World (CMW) and the who’s who of content marketing from all over the globe have descended on Cleveland. There’s no LeBron in sight, but Joe Pulizzi is the celebrity of the week. This year’s CMW is the fifth annual and by far the largest – the touted 5000-strong crowd is a testament to the enormous growth in content marketing. To kick off the first day of the conference, we begin with a round of workshops. You know it’s a good conference when there are too many great options on the schedule to easily decide which to attend. We opt for our friends at NewsCred’s session, led by head of strategy Michael Brenner, workshopping “Developing a documented content marketing strategy”. We at King Content are enormous proponents of a documented content strategy. Here is a SlideShare with all the key insights from a workshop session from day one at CMW 2015:

1. KEY INSIGHTS
CONTENT
MARKETING
WORLD 2015
DAY 01 WORKSHOP

2. 01
5000+CLEVELAND 150 SESSIONS

3. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY
01
Michael Brenner
Head of Strategy
NewsCred
Doug Kessler
Co-founder, Creative Director
Velocity

4. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
Fail to plan and you plan to fail.

5. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
Documenting
is the operative word in this
equation, especially given:

6. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
Content marketing can involve any
number of stakeholders and resources.(A)

7. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
Creating content for the sake of
content isn’t enough – it has to be the
right content for the right audience.
(B)

8. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
Content without a strategic
distribution plan is largely a waste of time.
(C)

9. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
It doesn’t have to be complex
Keeping things simple can help you stay laser-
focused on what you’re trying to achieve and how
you will measure success.

10. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
EDITORIALSTRATEGYTIPS

11. DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
01
The secret to a
'GOOD'
editorial strategy?

12. WHAT ARE THE SIMPLEST BUT MOST COMMON
QUESTIONS MY CUSTOMERS ARE ASKING?
Now think,
how can you be the primary
source of answers and
information?
01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Ask yourself:

13. THINK &
ACT
LIKE A
PUBLISHER
CREATE
CONTENT YOUR
AUDIENCE
WANTS
BUILD AN
AUDIENCE
THEN
MONETIZE IT
MANAGE
CONTENT AS
AN ASSET
WITH ROI
EDITORIAL STRATEGY MUSTS:
01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:

14. MANAGE
CONTENT AS
AN ASSET
WITH ROI
01
When looking at ROI, try to use indicator metrics before
money metrics.
Don’t unplug what you’re doing now (e.g. ATL, traditional
advertising, etc.) and replace it with content marketing
overnight.
Instead, take a chunk of your budget, repurpose it, quantify
the value then increase as you go.
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:

15. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
DISTRIBUTIONSTRATEGYTIPS

16. BUILDING
YOUR OWN
CHANNELS.
GARNERING
SOCIAL
ENGAGEMENT
PUTTING PAID
BEHIND
THE CONTENT
GETTING
TRACTION.
Maximise the
reach of your content by:
01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:

17. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
1
Organic
SEO
Organic social
3 4
Ad networks
Newsletter
lead nurturing
Paid social Native
THE BEST
DISTRIBUTION
TACTICS:
2
65

18. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Email newsletters are still
a very powerful form of distribution.
45% of traffic on NewsCred comes from the
content marketing newsletter.

19. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
LESS-PRACTICED BUT CRUCIAL ASPECTS
TO A DOCUMENTED CONTENT STRATEGY
FIVE

20. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Content mission statement12 14
1 What you want to be and for whom

21. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Your sweet spot12 14
2 Where “stuff your prospects care about most”
meets “stuff you know most about”.

22. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Psychographics
12 14
3 Think about the attitudes, biases, behaviours and
beliefs of your target audience, then identify your
‘perfect’ prospect.

23. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Trigger events
12 14
4 What are some key ‘content pillar’ events
you can create?

24. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
Identify your 'whys'
12 14
5 Why are you doing what you’re doing and
why does it make the most sense for your
audience?

25. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
SOME TAKE-OUT
EXERCISES FOR YOU
TO TRY:

26. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
1.
Write down three titles for pieces
of content for the top, middle and
bottom of the funnel (nine in all) that start
with your audience information needs.

27. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
2.
Use this ‘recipe’ to craft a
documented content marketing
mission statement, aligned with your
brand mission statement.

28. 01
DEVELOPING A DOCUMENTED
CONTENT MARKETING STRATEGY:
3.
Describe the unique psychology of your
ideal prospect – the biases, prejudices,
attitudes and beliefs of the people most
likely to buy from you.

29. FOLLOW KING CONTENT
AND CATCH ALL
THE INSIGHTS FROM
CONTENT MARKETING WORLD
2015