This document discusses strategies for developing effective in-house content marketing. It emphasizes building a strategy that identifies goals, target audiences through buyer personas, and ways to find and recycle existing content assets. The document also stresses setting clear expectations and providing training and incentives to build an engaged internal content marketing team.

1. Getting the Right
Content You Need
to Succeed
Creative In-House
Content Marketing

2. Victoria Edwards
Sr. Manager, Strategy
@tallchickvic

3. Overview
Building a Strategy
Finding & Recycling Your
Content
Building Your Team

4. (SiriusDecisions)
70% OF THE BUYER’S
JOURNEY IS COMPLETE
BEFORE A BUYER EVEN
REACHES OUT TO SALES.

5. Help your customers self-educate through
their buying journey. High quality content
that is also educational help increases
trust of a brand and makes the consumer
more confident with their buying
decisions
YOUR JOB AS A
MARKETER:

6. Making the Case: What do you want the
content to do for you?
Building the Plan: Why are you building
the content?
Target Audience: Who are you writing
for?
BUILDING YOUR
STRATEGY

7. CONTENT SHOULD BE
FOCUSED ON YOUR
CONSUMERS PAIN
POINTS, NOT YOUR
BRAND.

8. THINGS TO CONSIDER WHEN
BUILDING YOUR STRATEGY
Make it Easy to Find
Content is not use to you if
people cannot find it.
Consider adding an item to
your strategy regarding how
to work with you IT/web
team to make the content
you develop discoverable
Easy to Comprehend
Do not frustrate your
audience with confusing
internal jargon (PCP vs
Doctor). Use the language
THEY understand, not the
internal language your
company and team speaks
Repeat Your Message
Just because you developed
an email echoing a message
doesn't mean it got to all of
your consumers. You need
to repeat your value ad
often and in various
mediums (blogs, ads,
newsletters)

9. Site: Adobe’s 2017 Consumer Email Survey
40 % of consumers want
emails from brands to be less
promotional and more
informative.

10. source: Havas Group’s 2017 Meaningful Brands study
84% of people
expect brands to
create content

11. Source: Because I said so
YOU NEED CONTENT!

12. Content Marketing can propel
results without ongoing fees, like
PPC
Content Marketing will help build
your online search presence
Brings more traffic to your site
MAKING THE CASE:
GETTING INTERNAL
BUY-IN

13. What are your goals and objectives?
Identify where your team is
struggling?
Do you have content, but it's not
converting?
BUILDING THE PLAN:
WHY ARE YOU
BUILDING THE
CONTENT?
Have lots of traffic but no conversions?
Do you get lots of leads but no conversions?
Are you creating content for the sake of checking a box?
Things to consider:

14. Vital piece within your strategy and
has to be considered
You may have more than one
persona, but start with no more
than three
Who are your current brand
evangelists or repeat buyers?
TARGET AUDIENCE:
WHO ARE YOU
WRITING FOR?
"56% of companies have generated higher quality leads
using buyer personas."
source:marketinginsidergroup.com

15. If a department or client
approaches you requesting
content, make sure you set
expectations and educate them
on what they are asking for,
then...
SET EXPECTATIONS
Tell them what YOU KNOW they need!

16. Gain Leads for Large Group Employers
Developing content to increase
positive sentiment (depends on
industry)
Have content, but no budget
EXAMPLES

17. RECYCLING & FINDING
YOUR CONTENT

18. Direct Marketing Associate found that direct mail’s response rates are actually anywhere
from 10 to 30 times higher than that of digital
If your company executes direct mail campaigns, then look there to see how you can build
out the content for the digital space
source:marketinginsidergroup.com
DIRECT MAIL TO BLOGS

19. BLOGS TO EMAILS

20. GLOSSARY TO INFOGRAPHIC

21. BENEFITS OF
RECYCLING
YOUR CONTENT
Less restrictive review
processes need to happen
Faster turnaround
Cheaper for the client or
department

22. ACQUIRING INTERNAL
COPYWRITERS
BUILDING
YOUR TEAM SELL
EDUCATE
REWARD

23. SELL
Value of content for their own
resume benefits
Great way to establish their
personal brand
Sell how the content will get
promoted
Opportunity for becoming a
subject matter expert

24. EDUCATE
Provide training
Develop blogging
guidelines
Develop release forms
Develop social media
guidelines

25. REWARD
Work with HR to develop
reward incentives (Guiding
Stars)
Perks and rewards based on
amount of content shared or
developed
Reward with gear/gift cards
Helps others see & increases
chances of others getting
involved

27. THANK YOU