This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Success through content marketing requires a powerful content strategy. I’ll teach you how to build user personas, optimize your content sales funnel and organize an expert content marketing team.

1. agileleverage.com
@coreypost
Generate a Content Strategy
to Create Rabid Fans and
Buyers
Presented at Affiliate Summit East 2014

2. agileleverage.com
@coreypost
About Me
• Founder of Content Marketing Firm,
AgileLeverage.com
• Speaker/Writer
• Marketing Leadership Experience at
Startups and Public Companies
• Currently Serve as Entrepreneur in
Residence at The Startup Factory
• Earned MBA from the Darden School
of Business Administration at the
University of Virginia

3. agileleverage.com
@coreypost
Engage As We Go!
Please feel free to Tweet questions/comments during the presentation:
#ASE14
@CoreyPost
We have a short time together. Email me questions as they come up:
corey@agileleverage.com

4. agileleverage.com
@coreypost
Get to Know Your Customers

5. agileleverage.com
@coreypost
Create Personas
• Fictional Representation of
Your Buyers/Customers
• Try to Understand Who
They Are
- Use Real Customer Data
- Demographics
- Online Behavior
- Surveys
- Fill in “Gaps” with
Educated Hypotheses

6. agileleverage.com
@coreypost
Create Personas
• Build “Persona Cards”
• Descriptive name:
“Technical Tina”
• Representative Picture of
“Tina”
• Background
• Demographics
• Pain Points
- How Your
Product/Service
Relieves Those Pain
Points
• Messaging that
Resonates

7. agileleverage.com
@coreypost
Negative Personas
• Not Everyone Is/Should
Be a Customer
• Consider:
- Freebie Hunters
- Poor ROI
- Lack of Discretionary
Income
• Eliminate “Non-
Prospects” to Help You
Focus on “Right
Prospects”

8. agileleverage.com
@coreypost
Learn More About Personas
agileleverage.com/personas

9. agileleverage.com
@coreypost
Develop Your Content
Marketing Team

10. agileleverage.com
@coreypost
Important Questions
• “Who will prepare -
write, edit, shoot,
design - my
content?”
• “Who will promote
my content via
blogs, Twitter,
Facebook, etc.?”

11. agileleverage.com
@coreypost
How to Find the Right People
• Utilize Your Existing
Resources
• Volunteers
• Industry Connections
• Interns
• Staff
• Consider Third Party Sites
Like Elance.com
• Focus on Ability and Interest
• Requisite Skills to Perform
Job
- Writer Must be Able
to…Write
- Match Member Interest
to Subject Matter

12. agileleverage.com
@coreypost
Set Goals and Metrics

13. agileleverage.com
@coreypost
Determine Your Goals
• Key Performance
Indicators
• Sales
• Leads
• Pageviews
• Downloads
• Members
• Likes
• (re)Tweets
• Links
• Unique Visits

14. agileleverage.com
@coreypost
Calculate Your Success Metrics
• Assign Value to Metrics
to Determine “Content
Winners”
• Subjective:
A Pageview is Worth
‘X’ to Your
Organization
• Objective:
A Sale (with lifetime
value calculation) is
Worth ‘Y’ to Your
Organization

15. agileleverage.com
@coreypost
Track Your Results
• Consider Using Google
Analytics
• Set Up Event Tracking
• Set Up Goal Pages
• Thank You Pages
• Attach Monetary
Amounts
• Create Funnels
• Determine Where
Prospects “Drop Off”

16. agileleverage.com
@coreypost
Build Your Promotion
Strategy

17. agileleverage.com
@coreypost
Determine Content Distribution
Channels: Organic
• Email
• Newsletter
• Blog Post
• Links
• Press Release
• Social Media
• Your Profiles
• Reader Profiles
- “Share This”

18. agileleverage.com
@coreypost
Determine Content Distribution
Channels: Paid
• Promote Your Content
Through Social Ads
• Advertise Your Post on
Facebook
• Advertise Your Tweets on
Twitter
• Don’t Forget YouTube
and LinkedIn
• Consider PPC
• Important to Track
Spending Against
Goals/KPIs
• Monitor Your Campaign
Data and Iterate Messaging

19. agileleverage.com
@coreypost
Plan Your Editorial

20. agileleverage.com
@coreypost
Create an Editorial Calendar
• Map Content Creation
Over Time
• Envision Content
Creation Process
• Stay Organized
• Allocate Resources
- Ideation
- Creation
- Distribution
• Tie Content to
Goals/KPIs

21. agileleverage.com
@coreypost
Use Analytics to Ideate and
Eliminate
• Find Themes that Generate
Pageviews
• Develop a Series
• Expand the Content
• Create Related Content
• Find Themes that Have
High Bounce Rate but a lot
of Pageviews
• Consider Changing
Content, Images or
Design

22. agileleverage.com
@coreypost
Content Strategy Resources
agileleverage.com/AffSumm

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@coreypost
Let’s Connect
Email:
corey@agileleverage.com
Twitter:
@coreypost
Content Marketing Newsletter:
agileleverage.com/news

24. agileleverage.com
@coreypost
Thank You for Attending!
Any Questions?