This document provides an overview of content marketing, including defining it, listing common content types, and outlining a three-step process for an effective content marketing strategy. Specifically, it recommends creating a content strategy that identifies goals, audiences, and relevant content categories. It also stresses measuring the performance of content to see what resonates and adjusting future content accordingly. The overall goal is to use relevant, valuable content to attract and engage customers to help reach business goals like increasing sales.

1. CONTENT
MARKETING
101
meghogan.com

2. Content marketing
Content marketing is a strategic marketing approach 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.
-Content Marketing Institute
meghogan.com

3. Reasons to Use Content Marketing
 Generate leads
 Increase sales
 Increase awareness
 Retain existing customers
 Attract new customers
meghogan.com

4. Content Marketing: You’ve Seen It
Blogs Social Media Podcasts
Videos Infographics
Charts &
Graphs
White
Papers
Webinars
Email
Newsletters
meghogan.com

5. Step 1:
Create a
Content
Strategy
Items to Include in Your Strategy:
 Your goal
 Your audience
 The content channels where your
audience hangs out
 Categories that would be of
interest – and bring value – to your
audience
60% of the most effective B2C marketers have a documented
content strategy
- Content Marketing Institute
meghogan.com

6. Step 2:
Keep Your
Eye on the
Prize
Keep your identified goal in
mind when
creating/writing/filming/editing
all your content.
Ask this question:
How does this piece of content
help me reach my goal?
meghogan.com

7. Goal:
Increase
sales by
5%
Blogs: 5 Ways to
Use [Your
Product]
Social Media: Share
valuable news or
information + drive to
your website/store
Infographic:
Benefits of
[your product]
White paper:
Study shows
[your product] is
amazing
Example of Keeping Your Eye on the Prize
meghogan.com

8. Step 3:
Measure,
Measure,
Measure
Keep track of what content
your audience is responding to
– and what they’re not.
• Which social media post
gained the highest
engagement – clicking,
sharing, liking or ♥ing? The
lowest?
• Which blog post gained the
most traffic? The least?
• Which video got the most
views?
Adjust your content to reflect what your customers – and
potential customers – want.
meghogan.com

9. Get Started
Here’s your calendar for 2017
with some major events you
can work into in your
content. They’re relevant to
large groups of people.
Now write in events or
holidays specific to your
industry.
Example:
If you’re a pet groomer,
National Dog Day is Aug. 26.
meghogan.com

10. Get Started
Here are some tips and tools
to consider when you’re
planning and creating your
content.
Remember: all content should
support your goal.
meghogan.com

11. Visit meghogan.com
for more marketing
insights or to schedule
a free consultation call.