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Content Marketing - How To Create a Good Content

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Allan Guese
Allan Guese

Best Practices in Content Marketing

MarketingEducation
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What is a Content? Content is the message that your marketing strategy delivers.
What is Content Marketing? is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Why is Content Marketing Important? 80% of buyers prefer to get product information in a series of articles versus an advertisement
What’s The Secret in Content Marketing? Don’t Interrupt!
What’s The Secret in Content Marketing? Be what they want to consume!
What’s The Secret in Content Marketing? be a part of the conversation
What’s The Secret in Content Marketing? create a remarkable content
2 Keys in Creating a Remarkable Content 1. Buyer Persona 2. The Buyer’s Journey
Buyer Persona/s Semi-fictional representation of the ideal customers based on real data gathered and educated speculations about customer demographics, behavior and goals.
The Buyer’s Journey The active research process people go through leading up to making a purchase.
The Buyer’s Journey
The Buyer’s Journey
So, how do I actually make a content? The Content Creation Process 1. Plan 2. Produce 3. Distribute 4. Analyze 5. Repeat
 Know your business goals  Come up with actual ideas. Remember that your ultimate goal is to solve your persona’s problems  Identify topics that matter PLAN
How Do I Identify Topics that Matter?  Keyword Research – what you want to rank for  Internet Forums  Popular News  Sales / Support FAQs  Persona’s goals  Persona’s challenges
PRODUCE Follow your plan
PRODUCE Develop a production strategy that’s easy for you
PRODUCE If you’re still exclusively creating contents about your products and services, STOP. Remember the CONTENT GOLDEN RULE
Distribution makes content relevant DISTRIBUTE
DISTRIBUTE Be consistent with content creation and distribution
ANALYZE  Before repeating the process, make sure that what you’re doing is working.  Create a metric that measures your content efficacy.
Metrics to Consider in Analyzing Content  Number of visits  Leads generated  Share-ability  Inbound links  Content performance by author  Content performance by topic  Content performance by format
REPEAT
Key Takeaways  Content is the fuel of your strategy.  Great content must be tied to both your persona and where they are in the buyer’s journey.  Follow the golden rule and create mainly awareness and consideration stage content.  Everything you create is helpful to your personas.  Strategy creates momentum: Plan, produce, distribute, analyze and repeat.  Distribution makes content relevant. Share content and share on a regular basis.
@AllanGuese

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Content Marketing - How To Create a Good Content

  • 1.
  • 2. What is a Content? Content is the message that your marketing strategy delivers.
  • 3. What is Content Marketing? is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
  • 4. Why is Content Marketing Important? 80% of buyers prefer to get product information in a series of articles versus an advertisement
  • 5. What’s The Secret in Content Marketing? Don’t Interrupt!
  • 6. What’s The Secret in Content Marketing? Be what they want to consume!
  • 7. What’s The Secret in Content Marketing? be a part of the conversation
  • 8. What’s The Secret in Content Marketing? create a remarkable content
  • 9. 2 Keys in Creating a Remarkable Content 1. Buyer Persona 2. The Buyer’s Journey
  • 10. Buyer Persona/s Semi-fictional representation of the ideal customers based on real data gathered and educated speculations about customer demographics, behavior and goals.
  • 11. The Buyer’s Journey The active research process people go through leading up to making a purchase.
  • 14. So, how do I actually make a content? The Content Creation Process 1. Plan 2. Produce 3. Distribute 4. Analyze 5. Repeat
  • 15.  Know your business goals  Come up with actual ideas. Remember that your ultimate goal is to solve your persona’s problems  Identify topics that matter PLAN
  • 16. How Do I Identify Topics that Matter?  Keyword Research – what you want to rank for  Internet Forums  Popular News  Sales / Support FAQs  Persona’s goals  Persona’s challenges
  • 18. PRODUCE Develop a production strategy that’s easy for you
  • 19. PRODUCE If you’re still exclusively creating contents about your products and services, STOP. Remember the CONTENT GOLDEN RULE
  • 20. Distribution makes content relevant DISTRIBUTE
  • 21. DISTRIBUTE Be consistent with content creation and distribution
  • 22. ANALYZE  Before repeating the process, make sure that what you’re doing is working.  Create a metric that measures your content efficacy.
  • 23. Metrics to Consider in Analyzing Content  Number of visits  Leads generated  Share-ability  Inbound links  Content performance by author  Content performance by topic  Content performance by format
  • 25. Key Takeaways  Content is the fuel of your strategy.  Great content must be tied to both your persona and where they are in the buyer’s journey.  Follow the golden rule and create mainly awareness and consideration stage content.  Everything you create is helpful to your personas.  Strategy creates momentum: Plan, produce, distribute, analyze and repeat.  Distribution makes content relevant. Share content and share on a regular basis.

Editor's Notes

  1. EDUCATE QUALIFY PITCH ROLE PLAY – GOLD UPGRADES, AND COMPETITOR (G5 AND REACHLOCAL)